Every business must control its marketing and advertising budget by creating and disseminating messages to the right audience at the right time, using the right approach. Businesses create targets and goals but, without a fundamental understanding of what affects sales and what kind of decision process customers use to choose a product or service, the marketing and advertising process is based only on guesswork.
Analytics can help a business look at data in a targeted fashion to determine whether above the line (ATL) broad-based advertising will be more effective than below the line (BTL) advertising that targeted specific customer segments or specific customer characteristics. The answer may be different for each product or service and the type of messaging, target customer and insight will vary from one region or market to another and perhaps even from one season to another. Advanced analytics can help the organization look at the dependencies and correlations and make smarter marketing and advertising decisions.
Retail, auto sales, residential real estate, entertainment, media
Develop a comprehensive understanding of targets and customer segments
Develop successful marketing and advertising campaigns across all segments
Optimize marketing and advertising budget
Increase competitive advantage