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Analytics is what transforms data into actionable business insights – an essential capability for every Marketing organization that wants to improve both Marketing effectiveness and efficiency.  Analytics is the core ingredient for measurement and data models.

Measuring the right things and leveraging data to make decisions and drive results that are meaningful to the organization is the realm of analytics. Data and the associated analysis of this data – analytics – are used to drive marketing ROI, glean strategic insights, make faster and better decisions, and improve Marketing performance. Through data and analytics you can create your metrics, enabling you to effectively measure Marketing. This ability relies heavily on access to valid data sources.

Measuring the right things and leveraging data to make decisions and drive results that are meaningful to the organization is the realm of analytics. Through data and analytics you can create your metrics, enabling you to effectively measure marketing. This ability relies heavily on access to valid data sources. Data and the associated analysis of this data – analytics – are used to drive marketing ROI, glean strategic insights, make faster and better decisions, and improve Marketing performance.

Use analytics to create models.

With the right skills its a short trip from analytics to model.

Take a Short Trip from Analytics to Models

Marketing analytics allows you to take a more scientific approach to optimizing where you invest. In today’s data-driven environment every marketer needs to be able to leverage several primary models such as:

• Segmentation
• Predisposition to purchase
• Customer Risk and Value
• Attribution Models and Marketing Mix
• Campaign Lift
• Pricing
• Persona and Journey Models
• Touch Point Allocation

The point is you need analytics if you are looking to understand:
• How individual business decisions are interrelated
• The potential impact of a decision on company value creation and the customer experience
• The effect of customer, product, and market decisions on revenue and profitability

analytics to models

Data and Analytics are the Building Blocks of Marketing Models

It’s not crucial that you build the models yourself we can help you do this, it’s just essential that you have the models and know how to use them. Take advantage of our expertise and experience and use data and analytics to make better market, customer, and product decisions. Take the plunge into marketing analytics and create a data-driven Marketing organization that can expedite results with a Collaborative Consulting Engagement.

A key part of our process ensures that your Marketing function is in agreement with the CEO and CFO on how Marketing performance should be measured so that you are focused on the right data and analytics and build the right models. We then focus on identifying the data and applying the right analytics to determine what is working, what changes may be necessary, and how to demonstrate your impact on and value to the organization. Companies who need an outside-perspective or additional expertise, or who are just short on time, choose this approach. Your engagement will be customized and designed to maximize skills and knowledge transfer so that you can employ analytics and building models that enable your organizations to deal with the increasing competitive and customer-driven environment.

Want to dip your toe in first? Consider an interactive workshop on customer journey mapping, touch point allocation, or something custom made for you.

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