• SPOTLIGHT
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  • Download New White Paper: "CMO Guide to Maximizing Customer Marketing Performance & ROI" for valuable insights on using intelligence, analytics, measurements, and ROI to improve the performance and profitability of marketing to your current customer base.
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    Download 2010 B2B Lead Generation Marketing ROI Report to uncover the significant results from the in-depth study on priorities and practices for lead generation marketing.
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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.