marketing ROI advanced analtyics

Improve Marketing ROI With Advanced Analytics

Andrea Steffes-Tuttle Predictive Analytics

These days, business leaders demand more than gut feelings to back up marketing spending decisions. No wonder CMOs are turning to marketing models and advanced analytics to improve the ROI on their ever-growing list of marketing programs. As most of us know, ROI helps to measure the return on investment from the amount you spend on marketing efforts. Sometimes called …

third-party customer data

Does Third-party Data Help You Better Understand Your Customers?

Simon Poole Marketing Analytics, Predictive Analytics

Is it worth appending third party data to better understand your customers? Invariably one will be in a better position to understand what their best customers look like. This is foundational knowledge for any marketer and can then be used to inform messaging and marketing communication. Moreover, third party data will enable more precise target marketing that can dramatically improve …


For Today’s Evolved CMOs, Customer Insights are Critical

Andrea Steffes-Tuttle Predictive Analytics

Say hello to the new CMO. Now customer and revenue-driven, today’s Chief Marketing Officers are expected to understand complex customer data and use the latest technology to create efficient, effective sales and retention programs. More than ever, your marketing efforts are tied to the emerging customer experience (CX) discipline, where you manage the cumulative experiences across multiple touchpoints over multiple …

Predictive Analytics Combined with Constrained Optimization for Efficient Marketing

Andrea Steffes-Tuttle Predictive Analytics

It’s an exciting time to work with technology. Daily, it seems there’s a new tool or approach released that enables us, the people working with data, to do our jobs better. One of the powerful approaches we focus on is predictive analytics. This approach isn’t exactly new—we’ve been in the business for years. But, it has become more accessible. This, …