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 data and 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 and optimization platforms provide Marketers with greater visibility into their best customers, to surface growth opportunities and the best ways to focus marketing efforts for the greatest payoff, including:
Brand Activation Strategy
Media + Cross-Channel Strategy
Limitations: Integrating these tools requires planning, resources and skill sets. As an example, integrating data and insights across online and offline sources into a single customer view for targeting remains elusive for many. We find that org silos often result in a channel-centric approach to targeting. This often leads to waste in marketing resources and a ragged brand experience for the customer
It is important to understand the value, the 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?
Knowing what not to do, or what to trust
Building and maintaining momentum (incl. partners)
Failing to define and communicate the ‘new normal’
Identifying and engaging ‘translators’ and influencers
Knowing the true barriers to adoption and use Overcoming Org navigation and communication clutter
Truesight’s Consulting team is tasked with assessing the client’s analytic agenda and readiness. Working from a legacy of notable change management practices and applying analytics to marketing transformation, our team is focused on several key priorities; aligning key enabling factors (like data, models, optimization tools, inform testing, activation and training) with client business priorities, enabling an improved analytic client culture and identifying WHAT’s needed to drive up the performance of marketing performance and WHY
Tying Analytics to Testing
The greatest impact and benefits come from combining marketing analytics with market research objectives. Essentially, it’s about translating marketing analytics 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 activity is important to bridge the gap between marketing analytics insights, a marketing strategy, and activation.
We challenge brands to use testing and marketing research as tools to push their marketing analytics from just learning about communication channels and sales metrics to actually understand customers in the context of their marketing opportunities. To find out more >>