The application of scientific methods to guide marketing efforts is undergoing significant changes. Today’s Marketing Analytics should blend in newly available non-traditional sources of data with enterprise data, and adapt to the rapidly evolving digital delivery channels.
Know customers more deeply, predict what marketing initiatives will yield the best results, and decide what will net a competitive advantage.
A very micro-level view of the target audience is becoming feasible with increased digital activity using Marketing Analytics. The ability to connect online and offline footprint is giving the new age marketer a 360-degree view of their prospects – including their demographics, attitudes, and behaviours. Technology, data, and analytics are driving Omni channel marketing, throughout the prospect lifecycle, with personalization at the core. This is allowing marketers to identify value propositions and the best targeting options.
Optimize budget allocation by channel impact and understand which programs are key growth drivers. Analytics experts help clients quantify, maximize, identify, balance and predict, so every marketing dollar can be spent more wisely.
Gain a better understanding of which buying journeys are turning prospects into customers and, ultimately, into advocates. Advanced analytics techniques keep up with shifting funnel and conversion dynamics.
Consumers and buyers connect with brands that show an understanding of their unique situation and needs. Take personalization way beyond segment-based campaigns, even to the level of a campaign for one. And do it in a scalable way.
Enhanced social media analytics combine text, speech and customer sentiment analysis with business performance indicators and predictive analytics. Track recurring themes, spot emerging trends and identify rising influencers.
Learn something from every marketing investment, and constantly improve your mix. Track the effectiveness of ATL and BTL media strategies across mobile, online and offline channels. Make this a daily routine and you will see dramatic results.
Machine learning is adept at determining lucrative product combinations, which customers are likely to buy them, and when. Using AI techniques, campaigns can be structured around the most responsive customers and their most-wanted products.