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  • SPOTLIGHT
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  • 2013 Lead Gen Marketing Effectiveness Report released, featuring insights into content marketing performance and measurements best practices  >>view report>>

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  • Brand Measurement Assessor launched to identify strengths and gaps in aligning brand measures to short-term and long-term growth and ROI  >>view info>>

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  • The "CMO Guide to Marketing ROI" white paper is available for free download. This 16-page paper presents the opportunities and challenges of managing marketing ROI to improve performance and profitability. It includes a case study and a quick-skim checklist. >>view report>>
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Improve Effectiveness with Customer and Sales Analyses

Analytics are critical to creating highly profitable marketing campaigns and highly profitable customer relationships. In addition to supporting marketing measurements, analytics are used to drive marketing ROI through the following areas.

  • Targeting effectiveness is improved through predictive modeling, customer profitability analysis, customer lifetime value analysis, and value segmentation.
  • Customer strategy becomes more effective with “next-best-offer” analysis, channel preference modeling, and offer modeling.
  • Tactical planning is driven by simulation modeling and optimization modeling (generated as extensions of marketing mix modeling).
  • Sales effectiveness is improved through prospect value scoring, conversion analysis, and screening analysis.

The outputs of measurement and analytics become highly actionable as we design these to feed into the mROI framework and guide strategic and tactical decisions.