Featured Solutions

Marketing Optimization. Customer Lifecycle Optimization. Automatic Analytics Processes.

Marketing Optimization

Who to Contact Is Just the Start

In today’s complex marketing environment, identifying your segments and serving targeted messages to those segments is the surest way to increase ROI. This is the classic marketing optimization challenge. Historically, this level of targeting has been difficult to access. With the advent of big data and advanced analytics tools like LityxIQ, this approach is within reach.

There are many dimensions along which to optimize customer communications, channels, and budget decisions. For example:

  • Cross-channel optimization

    Many organizations know the preferred communication channels for their customer and prospect base. The key is using that data to more efficiently reach people through those preferred channels.

  • Media mix optimization

    The volume of marketing channels is constantly growing and becoming more complex. It is important to optimize your budget across channels, accounting for both in-channel performance, and cross-channel interactions.


  • Offer and message optimization

    Individual customers have unique preferences, and those preferences determine how they will react to the offer or message you present. Are they price sensitive? Offer sensitive? Predicting and understanding their preferences and delivering targeted communication will lead to maximized response and increased long-term value.

  • Data collection and experimental design

    These approaches require a wealth of data—data that many organizations often don’t have. We provide techniques such as experimental design and uplift modeling to help provide the data resources to optimize channels and communications.

Customer Lifecycle Optimization

Highly Targeted, Highly Optimized

Marketers are constantly looking for ways to efficiently grow their customer base and retain existing customers through direct-targeting methods. Predictive models are the starting point, but optimizing marketing efforts also requires making tradeoffs to ensure each incremental dollar is spent as efficiently as possible.

Our optimization solutions leverage the following approaches:

  • Customer behavior models

    Models that predict response, churn, or other customer behaviors can be built quickly and accurately using LityxIQ.

  • Customer Value models

    The ability to predict lifetime value, and the marketing path to maximize it for each customer, is an important aspect of customer optimization.

Automated Analytics Processes

Efficiency in Advanced Analytics

It is not enough anymore to provide one-off analytic models or solutions. Analytic efficiency and automated analytics processes need to extend from the initial stages of analytic projects all the way through implementation and ongoing processing. Our solutions lend themselves perfectly to providing this full-lifecycle efficiency, and OptyxIQ is a great example of automation across the analytic lifecycle.

An automated analytic process often includes many or all of the following. Each is easily automated by LityxIQ.

  • data management

    Once fresh data is retrieved, data management must occur. This includes data cleaning, merging, filtering, aggregation, and transformations. LityxIQ automatically sets off all required data management processes once fresh data is retrieved.

  • data retrieval

    Fresh prospect, customer, CRM, and transactional data is required to ensure models and analytic outputs are up-to-date. LityxIQ connects to secure data sources and automatically retrieves fresh information when it is available.

  • optimization and media planning

    If an optimal direct mail list, budget allocation, or media plan are key deliverables, these can be automated. Model scores and other optimization inputs such as costs and constraints can be automatically imported into the optimization process, then executed and exported. The plan can then be automatically pushed out to the client or their agency.

  • model scoring

    Once data is available and processed, LityxIQ can automatically create fresh model scores (such as response, churn, or value) for all prospects and customers. No manual intervention, coding, or button-pushing is required.

insights and reports

A closed-loop marketing process requires the ability to see fresh performance reports and new insights. LityxIQ can be setup to automatically update all performance reporting, dashboards, and other business intelligence outputs. If you have existing BI tools in place, data exports can be automated and then ingested into tools like Tableau.