Marketing Mix Optimization

Client Challenge:

Understanding the impact of marketing activities on business results and justifying marketing and media investment and allocation as they relate to business goals.

What we do:

  • Conduct a detailed customer intelligence and experiential knowledge discovery session to gain stakeholder alignment on key challenges and opportunities.
  • Map the marketing ecosystem to identify the leading marketing (media, sales channels, promotion, sponsored events, etc.) and non-marketing drivers (pricing, inventory, product etc.) of the business.
  • Implement our innovative CIEK Marketing Mix Analytics process which combines machine learning with traditional mix model approaches for better, precise correct decision making in uncertain marketing environments.
  • Develop scenarios and forecasts for optimal allocation of your marketing dollars to maximize return on investment (ROI).

Value you receive:

  • A fact-based understanding of contribution of marketing activities to your business.
  • Optimal allocation of current marketing and communication spend for higher ROI.
  • Validation of new marketing channels with the confidence of knowing their impact on your business.
  • Forecasts and multiple scenarios to predict the impact of marketing decisions on business results.

Big Data Analysis

Client Challenge:

Gleaning insights from unstructured data from online sources along with behavioral data to improve consumer experience and brand loyalty.

What we do:

  • Expertise in developing ETL processes to ingest, store and analyze data from disparate offline and online sources.
  • Data Engineers with experience in Spark or Hadoop Map reduce data processing systems in implementing large scale big data projects.
  • Insight generation using Python, R, Scala and Json programming languages.

Value you receive:

  • Offering enterprise wide insights. This includes those already stored in company databases, from external third-party sources, the Internet, social media and remote sensors.
  • Monitoring key performance indicators and forecasting of business performance.
  • Identifying and mitigating risk events to improve profitability.
  • Boosting productivity and unlocking significant value by making information transparent across different departments.

Path to Purchase Analysis

Client Challenge:

Understanding the path to purchase and contribution of marketing channels to brand performance and sales.

What we do:

  • Analyze the brand tracker, customer surveys, competitive, client marketing and non-marketing related data to identify the key characteristics that impact brand performance.
  • Quantify interactive marketing effects across channels to understand how marketing communications work together to impact consumer perceptions.
  • Develop brand and channel benchmarks for setting brand and channel performance standards.
  • Develop a detailed test and measurement plan to optimize brand performance, including ongoing brand performance monitoring and reporting.

Value you receive:

  • Understand the optimized contribution of your marketing channels in impacting brand performance.
  • Interactive contributions of brand performance indicators to impact overall brand purchase intent.
  • Financial impact of change in brand performance indicators.
  • Change in marketing strategy and its potential impact on brand equity.

Customer Lifetime Value Analysis

Client Challenge:

Identifying long term customer value to get the highest return on their marketing investments.

What we do:

  • Conduct detailed analysis of your current customer repository (BI data, customer/user surveys, brand tracker etc.) and help you develop a clear idea of customers and products that create the most value for your company.
  • Create robust personas for developing highly relevant personal engagement programs.
  • Develop opportunity scenarios to project the potential revenue from deeper, more sustained engagement with your current customer base and mid & high-value potential customers.
  • Identify churn patterns and help you retain customers who are likely to switch loyalty.
  • Identify new initiatives to drive acquisition, retention, up-sell and cross-sell activities that will deliver repeatable success and dramatic growth.

Value you receive:

  • Deep understanding of your “high-value look-alikes” and high-potential customers and the marketing activities and channels that will deepen their engagement with your brand.
  • Analytic framework for implementation of cost-effective customer acquisition, retention and loyalty programs.
  • Decision support to implement customer relationship management strategies offline and digitally that will help your business achieve aggressive growth.

New Market/New Product Analysis

Client Challenge:

Expanding into new markets or developing new products without available user experience data.

What we do:

  • Develop predictive models to identify new markets and new customers with syndicated market data and build scenarios for prioritizing product/market opportunities against investment.
  • Define products/markets with the highest likelihood to succeed based on current marketing actions, location characteristics and competitive intensity.
  • Assist and consult with your current brand and marketing teams to develop go-to-market action plans for entering new territories.

Value you receive:

  • Data driven decision support system for new product/market selection.
  • Quantification of market/product opportunity, size and growth potential against investment.

Voice of Customer Analysis

Client Challenge:

Analyzing key drivers of their business using both structured and unstructured data across different touch points.

What we do:

  • Analyze your customer surveys, research, social media, website reviews and data for both structured and unstructured analysis.
  • Using machine learning and NLP, we will perform key concepts/themes, categorization and sentiment extraction.
  • Key driver analysis, sentiment extraction, topic modeling, segmentation etc.

Value you receive:

  • Understanding of the key drivers of the key performance indicators for your business.
  • Improvement in products, user experience by analyzing their feedback online.
  • Identifying key drivers of churn, product switching and advocacy.
  • Offer, message development for CRM, social media or digital marketing programs to improve customer engagement and user experience.

Integrated Campaign Analysis

Client Challenge:

Setting campaign benchmarks and understanding the “bigger picture” to develop business strategy from multi-channel marketing campaigns.

What we do:

  • Analyze your current campaign reports and develop a process to stream line the reporting process.
  • Develop a global brand campaign benchmarks and individual campaign mapping reports which identify the goals, key performance indicators and media tactics for the campaigns.
  • Develop brand and channel benchmarks for setting baseline performance standards.
  • Develop detailed test and measurement plans to optimize brand performance, including ongoing brand performance monitoring and reporting.

Value you receive:

  • Multi-channel benchmarking and reporting provides strategic insights for business decision making.
  • Clients can refine their segmentation and personalization strategies based on consumer behavior to campaigns, and then automate trigger-based marketing campaigns.
  • Integrated channel reporting creates the framework for cross-channel attribution which can be utilized for media planning purposes.
  • Ongoing tracking and monitoring acts as an early warning system to course-correct during the campaign improving response time to consumer behavior.

Dashboard & visualization solutions

Client Challenge:

Keeping track of their key brand and sales performance metrics on an ongoing basis.

What we do:

  • Through rigorous data audit and knowledge discovery process, we document all of the KPIs that are currently being captured or are relevant but not currently reported.
  • Identify the relevant data sources along with the cadence of reporting and current delivery process.
  • Based on the requirements, we choose the right dashboarding solution which will be able to connect and extract information from all of the disparate data sources.
  • After the development of the dashboard, we provided access to stakeholders to test and provide feedback on the dashboard performance.
  • We provide user training to the key sponsors of the project and even provide on-going support after global deployment of the dashboard.

Value you receive:

  • Instant visibility to the executive management on the trending performance of their key performance indicators.
  • Constant data flow creates accurate reflection of the current situation and clients don’t need to wait for their weekly or monthly report to see what’s going on.
  • Ability to drill at regional, product or promotion level as is the need of the client to do a root cause analysis.
  • Our solutions are customizable to different management levels displaying relevant information as per their needs.

Data Audit

Client Challenge:

Develop a framework to capture customer data to fuel engagement strategies and activations that will expand their brand’s relevance, build loyalty and improve advocacy.

What we do:

  • Conduct a thorough audit of your existing customer database and analytics support system and provide a detailed report on the effectiveness of your current marketing database system.
  • Perform a gap analysis of your current data management practices and provide guidance for improving database integrity, quality and data capture.
  • Provide guidance for improving your current technology practices and consult on vendor RFPs.
  • Audit and analyze various customer touch points to improve the current customer communication process and provide strategic recommendations on how to improve communication effectiveness and efficiency through the use of social and digital channels.

Value you receive:

  • A 360° view of your customer by unlocking the value from your current data assets.
  • Significant improvement in current data/analytics practices.
  • Improved customer experience management process for growing leads and nurturing customers.
  • Improved campaign response rates, acquisition rates and brand performance scores.

Technology/Product Innovation

Technology/ Product Innovation

Client Challenge:

We require a customized solution tailored specifically to solve our business need.

What we do:

  • Detailed consultation with the research sponsor and key stakeholders involved to understand the business need.
  • Leverage existing solutions in-house or an alliance partner technology to provide a quick solution.
  • Work collaboratively with client product team and our in-house CIEK lab team of data /technology engineers and alliance partners to develop the best, cost-effective solution.

Value you receive:

  • Organization and business specific solution rather than a generic solution.
  • Minimal involvement of your technical resources for product development.
  • Lower costs over the long term.
  • Highly consultative process, short development cycles and excellent technology training for deployment.

Consulting and Training workshops

Client Challenge:

How to apply the power of predictive and advanced analytics successfully to their most pressing marketing challenges.

What we do:

  • Provide consulting sessions like Analytics 101, Segmentation basics, Modeling-best practices etc.
  • We also provide customized training and material development on advanced analytics topics.
  • We conduct multi-day customer intelligence and experiential knowledge workshops to develop materials which help clients to identify the current state of their business and provide a data strategy to drive their key sales and brand performance metrics.

Value you receive:

  • Develop data sciences and predictive modeling capabilities to drive your business strategy.
  • Bridge the gaps between organizational needs and analytics solutions.
  • Training and case studies demonstrate predictive analytics in action and make the concepts concrete.

TESTIMONIALS

“We were thrilled when Neeraj and his team could deliver complex marketing mix solutions for our fortune 100 client in less than 5 weeks from the project inception. That was beyond our expectations in terms of cost savings and the speed with which we accomplished our goal. The results were highly actionable and explanatory both in terms of technical expertise and business strategy”.

Andrea Orth

(former Account Director at VSA Partners – currently with Highland Ventures Ltd)

“CIEK’s marketing mix solutions helped us understand and plan our PR and marketing activities to maximize ROI for our client.”

John Wengler

Vice President Marketing, InterProse

“I was impressed with CIEK’s desire and commitment to deliver a top quality data sciences solution and providing value and insight. Neeraj & his team were adaptable and willing to adjust, making me aware of any impact in delivery or timing. I was extremely impressed with CIEK’s ability to present advanced analytical concepts and package the findings which were easy to understand and implement.”

Jatinder Singh

Partner at Globe RM

“Neeraj and his team showed great expertise and analytical rigor in developing customer research, targeting, digital reporting and optimization for a major product campaign for our business segment”.

Scott Allee

Business Campaign Strategy, Intel

“From the moment we explained our requirements, Neeraj and Chris excelled themselves. Rather than simply utilizing a prepackaged database analytics and segmentation solution, they took the time and effort to learn about each of our client’s unique needs and then came up with a customized data and analytics strategy to meet our goals.”

John Goodman

President, Founder

“CIEK helped us distill highly valuable marketing intelligence for our client, leveraging cutting edge data analytics to connect the dots between insights and marketing execution. We look forward to continued association with CIEK”.

Gil Ozir

Managing Partner, Beringer Capital

Private Equity Company

“CIEK’s segmentation development and implementation approach was highly consultative, predictive and resonated very well with our client’s expectations.”

Michael Jainik

Engagement Manager, AMR International

“I have worked with Neeraj on several agency client analytic projects. He brings energy, professionalism and expertise to his work and always strives to meet tight client deadlines.

Demian Brink

SVP Analytics, Martin Agency

Ready to maximize customer value and ROI of your marketing investments