How Will Consumer Decision Journey and Multi-Channel Conversion Analytics Change Your Marketing Culture?

How Will Consumer Decision Journey and Multi-Channel Conversion Analytics Change Your Marketing Culture?

How Will Consumer Decision Journey and Multi-Channel Conversion Analytics Improve Your ROMI and Impact of Your Channels?

Integrated  Multi-Channel Conversion Analytics combines the Consumer Decision Journey with  the top down approach of Marketing Mix Modeling and the Bottom Up Approach of Digital Attribution.

This integration provides a comprehensive view of the entire marketing eco-system.   This integrated approach makes it easier for decision scientists to provide more impactful insights across their marketing stakeholders.  This includes the ability to impact marketing in the following ways:

• Identify the most influential conversion points in a vertical specific customer decision journey.
• Utilize a transparent and proven model to evaluate performance and automatically update results.
• Understand with precision how specific messages and media performed along the conversion path.
• Allow for unlimited scenario planning and forecasting
• Set concrete KPIs for your specific marketing teams
• Allow marketers to discover impactful insights faster
• Immediately transfer learnings into messages, tactics and overall spend

Watch this Quick Video to Learn More About Multi-Channel Conversion Modeling

This middle out analytics approach and the supporting self service tool set GNAVIGO are easy for both data analysts and marketers to adopt.  These innovations will ultimately shape your culture in the following ways:

Impactful Insights. Marketing analytics should always resolve key business questions. To this end, it is important for marketing leaders to understand their Customer Decision Journey and build a model that allows marketing teams and spend to impact that journey in specific ways to produce specific results. Analytics with this goal and within this framework allows insights produced from Multi Channel Conversion Modeling to find their way into plans, strategies, and decisions in a focused way.   LINK TO AHA MOMENT VIDEO

Control and Transparency –  Multi-Channel Conversion Modeling and the self-service GNAVIGO platform are completely transparent. This allows, data scientists to look at their analytics output and know:

• How it was designed
• The underlying data
• The assumptions that were used
• They have full access to the model results

This allows for increased confidence, additional experimentation and more contributions from your decision scientists and faster innovations.  More importantly they are able to spend their time finding more impactful insights.

Anchoring analytics into marketing KPIs. Using marketing analytics shouldn’t be a choice. It needs to be embedded into the marketing decision making process and culture. For this to happen, analytics models need to be designed to point marketing executives to the right data at the right time to impact the right KPIs. This typically inspires better performance and increased focus for both the data scientists and marketing teams.

Manage analytics for a Multi-Channel View of the customer to hit short term and long term goals. TV impacts digital.  Digital impacts TV.  Social impacts both and post purchase now impacts pre-purchase. Getting to this view requires knocking down silos between Marketing Mix Modeling and Digital Attribution.  It also means knocking down data silos and extending your models beyond measuring sales as the only critical KPI.  By knitting together complex databases against KPIs designed to impact specific areas of the Customer Decision Journey the marketing executive’s visibility allows for smarter and more holistic decision to ensure both this quarter and this year’s target are hit without cannibalizing next year’s financial goal

Build a marketing analytics culture. Integrating analytics with a view of the customer and KPIs at the center of the organization increases the successful adoption of analytics. Once companies are clear on the desired results the behaviors follow. This creates strong processes, and a desire to meet and solve the right challenges.  when the company hits inevitable hurdles in the analytics journey.

GNAVIGO makes it easier to adopt the science of marketing analytics.  A transparent model that is both self-service and easy to use makes analytics easier to manage and more accessible. This makes it easier to use marketing analytics at the intersection of analytical thinking and creativity. Ultimately it increases your talent pool that can bridge between raw data and pure creativity—to drive more competitive advantages from your marketing spend.

Multi-Channel Conversion Modeling and GNAVIGO reduces your “time to knowledge.” The fast-paced, dynamic nature of consumer data requires acting quickly on insights. The ability to run models more frequently and to test multiple and even unlimited scenarios improves how fast a company can act on marketing analytics.

Expansion of Marketing Mix Modeling and Digital Attribution

Multi-Channel Conversion Modeling expands and enhances the capabilities of Marketing Mix Modeling and Digital Attribution and brings data analysis into new territories. In this way, MCM provides accurate and holistic marketing measurement for marketers, allowing them an integrated view of their customer base and their activities. It’s the middle-out approach that can make up for the commonly observed deficiencies of a bottom-up or top-down approach.

Created by marketing professionals with a lifetime of experience in marketing data analytics, MCM is the staple of MAP’s cloud-based platform GNAVIGO. Visit our online demo landing page to see for yourself.  And for more information — and while you’re there, learn if you qualify for a risk-free pilot or request a custom demo.