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Marketing Analytics

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Analytics Programming and Consulting

Appian Analytics can work with you to automate and systematize the back office process related to your marketing initiatives. Leverage staff with deep technical expertise in the software, databases, analytics, and reporting processes required for successful marketing analytics projects.

Working with Appian Analytics, your company can quickly and cost-effectively obtain a properly cleaned, integrated, organized, and enhanced customer and marketing database. Once you have this database, a number of critical marketing strategies and tactics can be effectively executed:

  • Marketing Analytics Process Automation - There are a variety of data and analytic processes associated with effective marketing. These important processes include tracking the success of campaigns including email, email bounce rates, email opens, etc. Direct mail effectiveness, prospect list management, coupon redemptions and other loyalty program factors, and much more. Look to Appian Analytics with advanced data and analytic process automation to simplify and increase the effectiveness of your marketing efforts.
  • Database Marketing and Targeting - Key to increasing the return on your marketing dollars is the ability to most effectively spend those dollars on your marketing campaigns. Targeting is essential use of a properly maintained marketing database. With targeting you will focus your message, approach, and offers to the customers who are most likely to respond favorably. This yields increases in response rates and ultimately, sales.
  • Customer Segmentation - Segmentation involves identification of the groups in your customer base that form natural clusters. These clusters are based on commonalities found in your complete, integrated, and enhanced marketing database. With a properly segmented marketing database you will be able to increase the success of your marketing activities as measured by your response rates and return on marketing dollars. Segmentation increases effectiveness by facilitating uniquely tailored marketing and sales activities to subgroups of customers. Using your marketing database and Appian's analytical methods, you will be able identify who will respond most favorably to particular messages, approaches, offers, feature emphasis, and product or service bundles.
  •  
    Marketing Analytics Customer Segmentation Dashboard
    • Segment customers and monitor via a simple to use dashboard based application.
    • Marketing dashboards can be tailored to meet the unique needs of your marketing analytics project.
    (Click image to activate fully functioning dashboard)
  • Database Marketing and Targeting - Key to increasing the return on your marketing dollars is the ability to most effectively spend those dollars on your marketing campaigns. Targeting is essential use of a properly maintained marketing database. With targeting you will focus your message, approach, and offers to the customers who are most likely to respond favorably. This yields increases in response rates and ultimately, sales.
  • Marketing Return On Investment (MROI) - Identifying and calculating your return on investment from market expenditures is an essential analysis used in marketing analytics. With this information you can better understand the effectiveness of your marketing channels and campaigns. With this information you can begin to drill down and better optimize your tactics.
  • Customer Profiles - Top performing organizations have the clearest understanding of their customers. Appian Analytics leverages your marketing database to develop customer profiles which summarize the customer segments you serve including their attitudes and demographics. Oftentimes, we leverage important 3d party information sources such as Calaritas' PRIZM system to enhance your customer data.
  • Market Share and Market Potential - Appian Analytics can provide one time or continuous monitoring of your market share and other important market benchmarks. Using your internal data sources and integrating that information up with outside information sources, Appian Analytics is able to provide you with critical performance information about your success in the marketplace.
  • Fully Customized Messaging - Related to targeting is the concept of fully customized messaging. With this technique marketers are able to craft precise messages, graphics, customer information, and other data specifically related to the customer. Appian Analytics provides a full range of fully customized, database driven, marketing piece generation.

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