Analytics support fact-based decisions on product, pricing, placement and promotions to improve return on marketing spend
Today’s marketing executives must achieve revenue targets that continue to grow with marketing budgets that consistently shrink. Our analytics solutions increase the efficiency and effectiveness of your efforts. We leverage a breadth of available customer data to provide insights that help you make better marketing decisions: design value propositions that appeal to target customers; set prices to achieve financial goals; design campaigns with high ROI; utilize the right mix of channels to reach your intended audience.
Axtria offers a suite of Marketing Management solutions. We customize these solutions, including integration with our offerings in Customer Management and Distribution Management, to support your individual needs. Our solutions include:
Offer development. We determine product and service attributes valued by customers in targeted segments, informing design of product offers and product positioning
Demand management. We provide bottom-up demand forecasts based upon in-depth customer insights and granular data to support accurate planning and budgeting. Allows for identification of mismatches in supply/demand, price adjustments, and refinement of promotions
Pricing. We can estimate price sensitivity, accounting for competitor products and prices. Supports estimating consumer surplus, calculating consumer willingness to pay, and setting profit maximizing prices
Campaign management. Utilizing test and control as well as champion and challenger experiments, we can refine campaign design and messaging to increase response rates. We optimize targeting criteria to reach appropriate customer segments
Media mix management. We measure ROI for each advertising media, attribute response to the right media and assign resources optimally to maximize return across multiple media
Benchmarking & reporting. We identify metrics to track marketing performance, including performance against business objectives, performance vs competitive benchmarks, and performance on customer-focused metrics such as satisfaction and loyalty. We use analytics to isolate meaningful metrics that drive performance
Our approach can be broad, solving simultaneously across multiple areas, or focused, addressing a specific objective, depending upon the business need.
- Implement executive dashboards
- Monitor performance to ensure ongoing benefits
- Implement refinements, recalibrate based on experience