Optimizing Net Attribution across digital, social, offline marketing and a broad range of commercial drivers
NEW YORK, Oct. 12, 2016 /PRNewswire/ -- Marketing Management Analytics (MMA), a leader for the past 26 years in helping Fortune 1000 companies leverage predictive analytics to plan, execute, forecast and optimize their commercial investments, today is sharing a point of view on maximizing the value of marketing ROI programs through the integration of marketing mix modeling with digital attribution and granular customer data.
Quantifying the real impact and value of marketing, especially through digital channels, on short and long-term growth is increasingly more challenging - executives are too often struggling with increasing marketing budgets but aren't necessarily seeing the top or bottom-line growth to justify incremental investment. More and more marketing is impacted by a holistic set of variables that include sales force, product and operational factors as well as external influencers. Making analysis of marketing ROI even more complicated is the need to understand and accurately attribute the impact of highly granular digital and CRM tactics at an individual customer level. It's in these latter areas, where the vast richness and granular level of the data behind such tactics – coupled with the right predictive analytics and strategic approach - is helping Fortune 1000 companies create holistic, more precise and high-value commercial optimization capabilities.
Read the Complete Article: Unlocking the Real Value of Marketing ROI
"There is significant value to be realized by ensuring that we orchestrate all elements of the marketing mix using a total business lens. This is about optimizing both across and within each marketing channel while taking advantage of cross-media synergies to drive optimal topline and bottom line impact. Over-torqueing only on certain tactics almost always reduces the potential revenue and profit impact."
– Ed Villano, GM of Global Brand Management at VF Corporation
"For a marketing Analytics capability to drive value, it must be actionable. It needs to be holistic while delivering the speed and granularity to drive decision making throughout the year. Our ability to optimize marketing investments by campaign, media placement, timing and audience is driving significant improvements in marketing ROI."
–Todd Borgerson, North American Marketing Lead at Luxottica
MMA is a unit of leading global custom market research company Ipsos. MMA provides leading analytics services for companies in consumer products, retail, restaurants, pharmaceuticals, durable goods, financial services, automotive, telecommunications and media & entertainment. More information on MMA.
SOURCE Marketing Management Analytics