Marketing Analytics

Marketing Analytics

Marketers often make decisions based on data from individual channels (website metrics, for example), not taking into account the entire marketing picture. 

ITC Infotech
TCG Digital

Marketers often make decisions based on data from individual channels (website metrics, for example), not taking into account the entire marketing picture. Social media data alone is not enough. Web analytics data alone is not enough. And tools that look at just a snapshot in time for a single channel are woefully inadequate. Marketing analytics, by contrast, considers all marketing efforts across all channels over a span of time – which is essential for sound decision making and effective, efficient program execution.

Marketing analytics is the practice of managing and studying metrics data in order to determine the Marketing ROI (MROI), as well as the act of identifying opportunities for improvement.

  • Value: Improve your Sales Performance & Maximize ROI on the Marketing spend.

    Marketing Mix Modeling (MMM) is a statistical technique to identify the optimal mix of marketing tools (marketing mix) which when deployed leads to a quantifiable impact on future sales. Marketing Mix Modeling, involves use of advanced statistical techniques coupled with a deep understanding of your industry and market to measure the strengths and weaknesses of your marketing programs and isolate key issues with your media mix, viz. traditional media, digital, social, price, promotions and other variables. Marketing mix analytics can be leveraged to estimate the net effect of marketing variables on a company’s sales or profits and improve performance by improving marketing effectiveness and reallocating spending for increased marketing ROI.

  • Value: Make the most of your Marketing Budget

    You strive to maximize sales and profit while operating within constraints such as finite budgets, defined marketing plans, and even limited production capabilities. Your challenge lies in determining how to measure performance and apply resources to achieve the greatest success and marketing ROI within real-world constraints.

    Our Marketing Optimization services and tools can help improve efficiency and profitability by pinpointing the level of marketing activity required to maximize your sales and profit and minimize costs. Our approach leverages advanced econometric models that first determine the performance and ROI of your various marketing tactics. We then incorporate cost components and budget constraints to find the optimal allocation of resources in your portfolio to reach the required sales and profit goals.

    Our marketing optimization tools help you plan budgets, manage multi-channels, create pricing strategies and produce optimal revenue for a single brand or across a portfolio of businesses and/or countries. We’re able to quantify the most profitable level of marketing and sales activities so you can be confident that every dollar spent is working its hardest for your business.

  • Value: Understand the performance of various Promotions and execute well to achieve strategic marketing goals.

    IntelX puts sophisticated statistical methods to use to evaluate various elements of promotion such as trade and consumer discounts, coupons, online offers, POP displays, special packaging, events, loyalty programs etc., to understand their effect on key business metrics and promotion ROI.

    PEM goes beyond short term sales movements to assess implications over the longer term such as cannibalization and promotion profitability. Our detailed analysis of the promotion mix includes factors such as the impact of creative, price-elasticity and the combination effect of promotions.