Customer Experience Matrix

JULY 18, 2014

Further evidence: the advanced measurement techniques that have been widely adopted, like marketing mix models and multi-touch attribution, all have proven bottom-line impact. The impact of marketing ROI, on the other hand, is often less clear.

Analytics 120

Analytics Multi-Touch Attribution ROI Vendors 120

Customer Experience Matrix

AUGUST 30, 2007

In fact, since everything is measured through advertising it and recording the results, the real problem may be how to distinguish “advertising” from the other components of the marketing mix.

Paid Search Agency 120

Paid Search Agency Ads Cross-Selling Distribution 120

Customer Experience Matrix

APRIL 11, 2011

He also said his firm has found that marketing mix models with complete data can explain as much as 98% of the variance in revenue, while optimization based on mix models can typically improve marketing effectivness by 10% to 15%.

Conference 120

Conference Advertising Channels Ad Frequency Ad Exchange 120

Customer Experience Matrix

JULY 2, 2007

These are great for running marketing operations but don’t address larger strategic issues such as impact of marketing on customer attitudes or company value. Illustrating this connection requires analytical input from tools such as marketing mix models or business simulations.

Enterprise Management 120

Enterprise Management Planning Marketing Plans Marketing Management 120

Customer Experience Matrix

OCTOBER 2, 2007

My students had a variety of goals, but the two major ones they mentioned were the toughest issues in marketing: how to allocate resources across different channels and how to measure the impact of marketing on brand value. Both questions have standard answers.

Allocation 120

Allocation Multi-Channel Lead Ranking ROI 120

Customer Experience Matrix

MARCH 14, 2007

All in all, though, this survey represents an urgent warning to marketers that they must work much harder to build credible measures for the value of their activities. Both surveys were funded by MMA, which provides marketing mix models and other marketing performance analytics.

Effectiveness 120

Effectiveness Paid Search Agency Work Management Press 120

Customer Experience Matrix

FEBRUARY 19, 2007

Analyses such as marketing mix models do find residual effects from brand advertising, although these are measured in months not decades. I think the answer is quite little, but definitely some.

Branding 120

Branding Brand Identity Impressions Marketing Mix 120

Customer Experience Matrix

NOVEMBER 15, 2007

Acquired in 2006 and still largely separate from the other products, Veridiem provides marketing reporting, modeling, scenarios and collaborative tools based on marketing mix models. Finally, Customer Intelligence also includes Veridiem MRM. This is definitely a little scary.

Resource Management 120

Resource Management Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

MARCH 24, 2011

It was a good chance to dive into this particular sector of the marketing analytics universe. I took a break from my usual obsessions yesterday to attend the New York edition of MediaPost’s OMMA Metrics and Measurement conference.

Conference 120

Conference Paid Search Agency Ads Webcast 120

Customer Experience Matrix

APRIL 5, 2010

One, most common among consumer goods manufacturers and others who do not sell directly to their customers, uses aggregated data in marketing mix models to find correlations between marketing efforts and total sales. Broadly speaking, the problem is attacked in two ways.

Advertising Channels 120

Advertising Channels Allocation Aggregators Ad Frequency 120

Customer Experience Matrix

JANUARY 4, 2007

Writing about marketing mix models yesterday got me thinking about why this technique, which started in the consumer packaged goods industry, is now being applied elsewhere. This is specifically what marketing mix modeling does.

Allocation 120

Allocation Lead Ranking Marketing Management Marketing Mix 120

Customer Experience Matrix

JANUARY 12, 2007

The need for it is the reason I spend so much time looking at things like marketing mix models, agent based models and multivariate testing systems. But if we’re right, the implication is you need a lifetime value forecasting model with all the underlying formulas that connect changes in other measures to the lifetime value figure.

Lead Ranking 120

Lead Ranking Enterprise Management Lead Scoring Forecasting 120