Pathway to Better Targeting, Real-time Interaction and Contextually Relevant Personalization
Marketers continue to become more data and technologically savvy as their roles evolve, but analytics and optimization platforms often remain under-utilized. These platforms provide numerous ways for marketers to optimize analytic insights to develop more compelling ways to reach, acquire and activate customers, often in real time. However, when used incorrectly, these platforms can push marketing campaigns off-course – which is why marketers must get smart on what predictive modeling and optimization platforms are truly designed to do and how to use them most effectively.
Predictive analytics platforms provide marketers with greater visibility into their best customers, to surface growth opportunities and the best areas to focus marketing efforts for the greatest payoff, including:
Brand Activation Strategy
Media + Cross-Channel Strategy
Note: Integrating these tools requires planning, resources and skill sets. It is important to understand the value, limitations and setting the right expectations within your organization so all stakeholders are on the same page.
Challenges of Marketing Strategy Activation
Misjudging the effort required – marketer’s struggle to fully leverage predictive analytics and optimizations
Not answering the 'why' or 'why now'?
Not knowing what to do, or what to trust
Building and maintaining momentum
Failing to define and communicate the ‘new normal’
Identifying and engaging ‘translators’ and influencers
Knowing the true barriers to adoption and use overcoming organization navigation and communication clutter
Marketscience is tasked with assessing the client’s analytic agenda and readiness. The focus is on several key priorities: aligning key enabling factors (like data, models, optimization tools, activation and training) with client business priorities, enabling an improved analytics culture, and identifying WHAT’s needed to drive the performance of marketing performance and WHY.
Tying Analytics to Testing
The greatest impact comes from combining marketing analytics with market research objectives. When tied together, one can translate analytic findings into goal setting for testing and research.
A common mistake marketers make in conducting marketing analytics is forgetting to gather real customer feedback and behavior. This is important to bridge the gap between marketing analytics insights, marketing strategy, and activation.
We challenge brands to use marketing research as a tool to advance their analytics from learning about communication channels and sales metrics to understanding customers in the context of their marketing opportunities.