The field of Marketing has undergone remarkable changes in the past few decades. The advancement of data analytics has changed the way customers are analysed or a campaign is evaluated. The need for using data analytics in marketing is mostly driven by the new age customer, who is more informed about the choices than ever before. The number of touchpoints in both online and offline media have increased massively, and with the advent of social media, it has become easier to interact with the customer.
But harnessing all these developments requires significant investments. And hence, it is imperative that the right investment is made in the right medium, in order to reap maximum benefits. Marketing data analytics helps to achieve this end, through answering questions like:
- How are our marketing initiatives performing? How will they perform in the future? How do we improve them?
- How do our marketing activities compare with competitors?
- Are we devoting our resources in the right channels? Are we leveraging all available touchpoints properly?
In order to address these questions, marketing analysts use tools such as media mix modelling and channel attribution. Media mix modelling helps to determine the sales impact generated by individual media, whereas channel attribution helps in determining the credit to be attributed to particular channels for sales and conversion.
Our team of experts, through these advanced modelling techniques and use of metrics such as Return on Investment, guide our clients to invest the right amount in the right places. Our team is equally adept at leveraging the currently evolving tools such as sentiment analysis, to understand consumer behaviour, sentiments and preferences using social media. Through all these, we intend to provide the requisite data backed insights and comprehensive marketing analytics solutions in order to enable our client to be a step ahead of the competition.