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.