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
Predictive modeling
Customer profitability analysis
Customer lifetime value analysis
Value segmentation
Customer strategy
Next-best-offer analysis
Channel preference modeling
Offer modeling
Tactical planning
Multi-touch attribution modeling
Simulation modeling
Optimization modeling (generated as extensions of marketing mix modeling)
Sales effectiveness
Prospect value scoring
Pipeline conversion analysis
Win-loss analysis
Lead Qualification scoring
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.