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  • SPOTLIGHT
  • 2012LeadGenCover
  • The 5th annual research study conducted by the Lenskold Group and sponsored by The Pedowitz Group, examines how integrated marketing automation, strengths in key competencies and the use of ROI metrics influence marketing performance and key lead generation outcomes.  >>view report>>

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  • This 7th annual study examines social media measurement practices and the advantages for marketers using ROI metrics. >>view report>>

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  • The new "CMO Guide to Marketing ROI" white paper is now available for free download. This 16-page paper addresses 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.