Marketing Analytics: Services Overview

We generate an enormous amount of customer data every day. And that data continues to grow at an astounding rate.

In the 1970s, marketers were able to obtain truly robust digital marketing data surrounding the return on investment of their campaigns. Since then, they’ve struggled to make sense of the numbers. It hasn’t gotten easier.

Now, with the ubiquity of online, chief marketing officers(CMOs) are tasked with unifying data from the digital world and correlating it with more traditional offline tactics. And provide real-time adjustments to both.

To help CMOs gain control over the measurement and efficacy of campaigns, we developed our Marketing Analytics group. Through it, we deliver scientific measurement techniques that take the guesswork out of estimating business impact.

Through the services our Marketing Analytics group provides, clients are able to better measure, manage and analyze their marketing performance. That leads to optimization that drives higher levels of business performance. The end result: the greatest return on marketing investment possible.

Depending on a client’s specific needs, Marketing Analytics leverages any number of leading-edge approaches including:

Marketing Investment Optimization enables companies to increase return on marketing investment by linking chief marketing officer investment decisions across on- and offline tactics. The enterprise-wide capabilities driven through Marketing Investment Optimization give companies the ability to measure and optimize campaigns across countries, products and brands in real time.

Agile Marketing Analytics Platform is an infrastructure that enables clients to increase marketing effectiveness by incorporating the most current market data and updating marketing analysis. Agile Marketing Analytics can be shaped to meet the needs of any industry.

Causal Forecasting allows companies to build highly accurate forecasting models that quantify the impact of base price, promotions and media, among other drivers. Leveraging an integrated marketing data warehouse, Causal Forecasting uses statistical techniques that drive insights into future campaigns.

Product Portfolio Optimization creates unparallel levels of visibility into the impact of adding or deleting an item from a given product mix. Accenture Interactive’s approach uses item attributes and sales volume at the retail level (instore and online) and calculates at the global, national or regional level.

Accenture provides Marketing Investment Optimization, Causal Forecasting and Product Portfolio Optimization and Agile Marketing Analytics as outsourced services. We blend on-shore and off-shore models to provide the most powerful analytical capabilities at reasonable costs.