Marketing
Leading companies are leveraging balanced mix of big data, analytics and technology to more deeply understand consumers and drive their loyalty through every touch point. Affine’s analytical solution offerings which can help improve efficiency & effectiveness across various marketing activities are Market Spend Optimization, Campaign Management and Digital Marketing.
Need
Market spend optimization helps to find answer to the following questions: How to quantify the contribution of past marketing campaigns towards current revenue? How to attribute sales to a channel in a multi-channel scenario? How to measure the impact of advertising one SKU over the entire brand/category?
Impact
Market spend optimization helps in making the best use of given marketing budget by allocating the right budget across the right channels. It helps in making right decision with greater confidence and achieving the best conversion scenario for given investment.
Need
Attribution of sales is difficult in a multi-channel marketing campaigns and hence measurement of effectiveness of the campaign is a challenge. Also, there is a need to learn from historical data of old successful and unsuccessful campaigns to design a successful campaign.
Impact
Campaign management helps in efficient planning and development of campaigns that generate high returns on investment. It also helps in planned execution of personalized campaigns across all channels of customer interaction while ensuring effectiveness.
Need
Today’s marketing goes well beyond the bounds of the website. It’s the interaction between marketing channels and the outcome on the other side that provides the marketing insight. Hence, there is a need to understand how each marketing initiatives e.g. social media vs. blogging vs. email marketing etc. stack up against one another and drive the revenue.
Impact
Digital marketing analytics helps in engaging the customer real-time and learn from their behaviour. It helps in generating the clear and easy performance metrics to track and reach the expected returns on given investment. Also, it measures business metrics like traffic, leads, and sales, and which online events influence whether leads become customers.
Case Study
Campaign Management
Designing campaigns for customers across lifecycle that focus on improving product adoption, customer retention and product / subscription upsell
Market Mix Optimization
Media mix model helped allocate budgets to marketing channels and achieve targets
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