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.
Customer profitability analysis
Customer lifetime value analysis
Channel preference modeling
Multi-touch attribution modeling
Optimization modeling (generated as extensions of marketing mix modeling)
Prospect value scoring
Pipeline conversion 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.