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Leader in Marketing Analytics

devaki avatar
devaki
12 diapositives · 475 Views · Oct 05, 2014

Leader in Marketing Analytics. Marketing analytics: competitive advantage through smarter marketing. The Opportunity for Marketing Analytics. Zone of Exceptional. Zone of Death. Marketing. The Bell Curve for. Wish Marketing. Marketing Performance. (Above. (Below. Average). Average).

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Leader in Marketing Analytics
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  1. Leader in Marketing Analytics Marketing analytics: competitive advantage through smarter marketing

  2. The Opportunity for Marketing Analytics Zone of Exceptional Zone of Death Marketing The Bell Curve for Wish Marketing Marketing Performance (Above (Below Average) Average) (Average (Well marketing (Well Below Above program) Average) Average) Critical Troubling Average Pleasing Amazing Marketing Performance Marketing Share Growth Dramatic Precipitous Significant Modest Increase Increase Decline Decline Decline New Product Success Rate 40%+ 0% 5% 10% 25% Advertising ROI 20% Negative 0% 1 - 4% 5 - 10% Promotional Programs Very Profitable Disaster Un - profitable Marginally Unprofitable Profitable Customer Satisfaction 90 - 95% 0 - 59% 60 - 69% 70 - 79% 80 - 89% Customer Retention/Loyalty 90 - 94% 0 - 44% 45 - 59% 60 - 74% 75 - 89% The objective is very simple. To improve marketing performance. Source: Copernicus Marketing Consulting

  3. The Connected Marketing Analytics Process Profit Effectiveness Competitive advantage Action guidelines/Reports What if capabilities Integration with company processes New revenue Cost reduction Productivity gains Structured process Real-time Interactive Distributed across the organization Models Data Digital infrastructure

  4. DecisionPro: Capabilities • Know-how • Customizable Analysis Tools • Front-end and Backend Support

  5. DecisionPro Know-how • Principals: Leading authors and thought leaders since 60’s; >50 years combined experience developing, testing, and applying leading-edge marketing analytics. • Offerings: • Problem framing • Rapid modeling • Model deployment on Internet/Intranet • Seamless interface with client systems

  6. Principals/ Co-Founders Dr. Gary L. Lilien is Distinguished Research Professor of Management Science at Penn State and co-founder and Research Director of Penn State’s Institute for the Study of Business Markets (ISBM). Dr. Arvind Rangaswamy is Jonas H. Anchel Professor of Marketing and Penn State and co-founder and Research Director of Penn State’s , eBusiness Research Center (eBRC).

  7. Marketing Analytics Implementations by DecisionPro Principals • Resource allocation (3M, Pfizer) • Segmentation & targeting (Sprint) • Product repositioning (Exelon) • Incentivising sales people using customer satisfaction data (Unisys) • Promotional effectiveness (H J Heinz) • Market entry strategy (PP&L) • Retail expansion planning (Mobil)

  8. DecisionPro: Capabilities • Know-how • Customizable Analysis Tools • Front-end and Backend Support

  9. DecisionPro: Sample of Leading-Edge Analytical Tools

  10. DecisionPro: Capabilities • Know-how • Customizable Analysis Tools • Front-end and Back-end Support

  11. DecisionPro Support • Team to sell analytics-based solutions to clients. • Customize/embed scaleable components within systems. • Training in application of analytics. • Technical & analytical application support. • Host applications and modeling results. • Provide customized models that can be embedding in client systems

  12. Leader in Marketing Analytics Marketing analytics: competitive advantage through smarter marketing www.DecisionPro.biz