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.