MetriScient          a PORTAL BY JOY JOSEPH

Driving Profitable Business Growth Through Marketing Analytics

Analytics impacts several strategic areas for consumer focused organizations including marketing, product development, customer relationship and advertising management. Analytic strategy starts with identifying and leveraging existing and new data sources from all consumer touch-points, public data and from the supply chain system. A comprehensive consumer data strategy starts with Consumer data captured through CRM systems, supply levers including distribution and pricing data captured at regular frequency, marketing levers and consumption data (either point of sales or shipments/warehouse depletions.

Timely vs. Precise? Precision vs. cycle-time is a frequent trade-off in sophisticated marketing analytics. Even so-called automated analytical platforms have some lag-time between when the data is collected vs. when it can be acted upon. Once data is identified, it needs to be integrated to feed analytic processes and applications for systematic data-mining.

Developing Actionable & Consistently Measurable Metrics: Setting up a sophisticated Marketing Analytics environment is a wasted effort without the right metrics to measure variance in marketing activity and response. The right metrics are critical to truly measuring and enhancing Marketing Effectiveness.

While expert opinion and judgment are still an active component of marketing processes, Analytics is making Marketing Management and Performance measurement less esoteric to the rest of the business organization. The more consistently measurable marketing becomes, the less prone it will be to the CFO's cost-cutting scalpel. Applications and techniques discussed on this portal are all empowered by an integrated data environment.

Marketing Econometrics Toolkit

Pooled Regression Model
Mixed Effects (Bayesian) Models
Binary Logit (Logistic) Regression Model
Multinomial Logit Model
Advertising Adstock
Cluster Analysis

8 Marketing Metrics For Every Marketer

Marketing Elasticity
Marketing Sources of Volume

Profit Margin
Marketing ROI/Payback
Customer Lifetime Value
Cost & Efficiency Metrics
Reach, Frequency &Awareness


Contemporary Economic & Business Perspectives From


Marketing Analytics Primer

Marketing ROI Analytics: Marketing-Mix Modeling & Analytics help determine ROI and effectiveness of marketing activities.
Segmentation Analytics: Consumer segmentation Analytics allows managers to better serve the needs of a diverse consumer population and can be leveraged to enhance customer experience.
Brand Equity Analytics: Brand value is an important aspect of a firm's value and cash-flows and Brand Equity Analytics help maximize Marketing enhance this value.
Advertising Optimization Analytics:  Advertising Optimization models can compare the financial impact of different allocation scenarios of Marketing investments.
Online Advertising Model: Online Advertising Analytics help in maximizing the impact of your online and offline branding initiatives and ROI
Demand Forecasting: Demand Analytics and Forecasting from a marketing perspective are a critical validation that marketing strategies are yielding the desired and contemplated results.
Complete Market Research Strategy: Holistic application Marketing Analytics can yield a Market Research Strategy rather than a collection of individual techniques.

Customer Relationship Management: CRM Analytics help manage and enhance customer interaction across all possible touch-points, includeing Acquisition, Customer Service, Customer Support (Technical & Transactional) and Customer Retention.

Pricing Strategies: Pricing Analytics are critical to a firm's health both at the strategic level, which takes into account long-term profit objectives or at a Tactical level, which optimizes price to take into account short-term market dynamics.

Research Archives

Has Print Advertising been Under Leveraged in the Long-Term?

This study raises the implication that TV advertising works better at getting consumers to switch, whereas Print Advertising works better at driving incremental growth.

In-House Analytic Capabilities SWOT: Dude, Where's My Analysis?

Analytic outsourcing has come into prominence in recent years with the growing independence of the KPO (Knowledge Process Outsourcing) segment of the BPO market as an independent sector of its own right.

Marketing ROI Case Study
An example of a typical Marketing ROI and Marketing-Mix Optimization study

A Primer on Macroeconomic Indicators & The Consumer Economy
An Analytic Review of Macroeconomic Indicators and their impact on Retail consumption across multiple sectors

Do Prime and Sub-prime borrowers alike Default on Mortgages before defaulting on their Credit Cards?
An evaluation of Securitized Loans Master Trust Charge-off data suggests all Households may not be necessarily prioritize remaining current Credit Card payments over being current on Mortgage payments

Market Research In The New Marketing Strategy Paradigm
An evaluation of the impact of changes in the market environment on traditional Marketing Strategy

Case Study: HELOC Prepayment Analysis Using Logit Models
An application of Econometric Mortgage Prepayment Modeling methods to HELOC loans

Marketing Vs. Branding ROI
An Analytic Review of contemporary focus on Marketing Accountability and Return on Investment and its impact on longer term Brand Return on Investment

Tourism Advertising: ROI Driven Destination Brand Equity Management
Research road-map to better understand and improve how Tourism Advertising drives the effectiveness of your Destination Brand

Retail Case Study: Anatomy of a TESCO Fresh & Easy Neighborhood
This study dissects the demographics of the initial set of store locations selected for Tesco's much debated US entry.

Important Notice: Our primary objective in setting up this portal was to help disseminate best-practices in Business Research.

Information provided here is pro bono and comes with no warranty of any kind, either of the utility of the information or of its accuracy. Readers are encouraged to use their judgment in using the techniques described here.

  Copyright 2010 Joy V Joseph. All Rights Reserved.