Marketing in general is getting more complex with introduction of multiple channels and stakeholders. Marketing Mix (and ROI-driven decision making in general) is a way of life, not a project or software platform. Successful marketing mix initiatives are holistic, and include elements of people, process, tools and culture. We deploy a mix of techniques, since we believe that a single, ‘silver bullet’ model to inform all channel mix decisions is typically not practical. Further, at Axtria, we have evolved our analytical methodologies to account for the role of interactions as well as sequences and linkages of communication in measuring the return on investment.
Axtria’s “Marketing Measurement and Analysis” module within the Axtria MarketingIQ™ allows for scenario creation and optimization to derive the profit or revenue maximizing mix, subject to budgetary constraints.