A diagnostic approach to assess the health of a corporation's marketing analytics infrastructure

1. A closed-loop analytics framework:
End to end or customized at any touch point
1
Assess
Design
Measure
AnalyzeRecommend
Apply
Optimize
Center
of
Gravity

2. Top-down and bottom-up interaction allows flexible
scaling of investments and optimization
2
Program
Campaign
(TV, Digital,
Content,
etc.)
Product
Specific
Promotion
Overarching
Strategy
 Brand
guidelines
 Value
propositions
 Personlization
 Omni-channel
 Compliance
 Channel mix
 Targeting
 Segmentation
 Product mix
Tactics
 Creative
 Messages
 Offers
 Formats
 Media outlets
 Contact plan
 Reach
 Frequency
 Touch points
 Cadence
 Product
specification
 Message
 CTA
 Conversion
path scenario
Measurement
Plan
 Program ROI
 Program success
metrics
 Channel specific
KPIs
 Tracking
mechanism
 Campaign
success metrics
 Channel specific
KPIs
 Tracking
mechanism
 Promotion
success metrics
 CTA metrics
 Tracking
mechanism
Analytics
 Predictive modeling
 Propensity modeling
 Marketing mix
 Time-series analysis
 Forecasting
 Design of experiment
 Clickstream analysis
 Channel mix
optimization
 Attribution
 Response curve
 Consumer LTV
 Market basket
analysis
 Correlational
analysis
 Seasonality analysis
 Conversion gap
analysis
 Consumer
engagement analysis
Optimization
Opportunities
 Budget allocation
(ROI Optimizer vs.
Budget Maximizer)
 Test and learn
agenda
 Behavior based
segmentation
 Heat mapping
 Channel level test and
learn agenda
 Tiered outreach via
targeting
 Channel deployment
by segmentation
 Leads nurturing
program
 Trigger outreach

3. Use a tiered approach to address areas of
opportunities and implementation plan in scale
3
Quick Wins
Intermediate
Wins
Long Term
Wins
Areas of Opportunities
 KPI definition
 Dashboard productionalization
and automation
 Behavior based segmentation
 Clickstream analysis
 Search keywords portfolio
optimization
 Test and learn agenda
 Predictive modeling
 Scoring productionalization
 Marketing mix modeling
 Budget allocation sensitivity