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Marketing Mix Modeling SolutionImprove the Way You Plan, Test, Execute, and Measure Marketing Activities

Marketing managers are under increasing pressure to deliver greater results from their programs and initiatives. To most effectively allocate their limited funds and boost return on investment (ROI), they must significantly enhance the way they plan, test, execute, and measure key marketing activities.

Information Builders’ Marketing Mix Modeling solution, created in conjunction with our partner Fractal Solutions, empowers marketing professionals to make smarter, more informed decisions. By enabling deep, unhindered analysis of any marketing data, in any source, this tool provides the intelligence needed to dramatically improve strategic planning, tactical decision-making, and results measurement.

Enhance Planning and OptimizationFrom print advertising and direct mail to e-mail, web, and social media initiatives, our Marketing Mix Modeling solution can help marketing managers to design more successful, more profitable marketing plans by:

■■ Analyzing the success of past marketing campaigns and activities to identify areas in need of improvement based on prior results

■■ Anticipating who is most likely to respond to certain campaigns and promotions based on demographics, geography, past behavior, and other characteristics

■■ Assessing the viability of new marketing channels, such as digital or social media

■■ Determining the impact of various “what-if” scenarios, such as changes to budget allocations or modifications to creative content, through sophisticated simulation

■■ Forecasting and measuring each campaign’s impact on the sales pipeline and identifying the key drivers of sales volumes

■■ Enabling rapid, informed responses to evolving customer demands and behaviors, shifting market trends, or emerging competitive strategies

■■ Uncovering optimal ways to allocate human and financial resources to maximize return on marketing investment

■■ Identifying and leveraging specific growth opportunities

With our Marketing Mix Modeling solution, companies can gain a competitive edge by eliminating the guesswork that can lead to poor campaign results and wasted marketing funds. As a result, they can formulate results-oriented marketing strategies based on timely, accurate intelligence.

WebFOCUS iWay Software

Key FeaturesMarketing Mix Modeling is a software-as-a-service (SaaS) solution built on a combination of our WebFOCUS business intelligence (BI) platform and RStat, our robust and innovative predictive analytics software package that facilitates fast, accurate forecasts and predictions of future behaviors, events, and outcomes based on patterns and trends in historical data.

The Marketing Mix Modeling solution includes three modules:

Data Review – This module enables the in-depth review and analysis of historical data about past marketing campaigns and activities. Marketing managers can use that insight to identify weak or underperforming areas, and modify and enhance future programs.

Modeling and Analysis – Various models can be deployed to forecast each activity or program’s potential impact on sales and revenue. The results can help marketing managers to determine where and how funds can best be spent, and which initiatives are likely to deliver the highest ROI.

Planning – Marketing managers can simulate multiple marketing scenarios, each allocating budget funds across various vehicles – such as television and print advertising, or social media – complete with execution details. This allows them to test and forecast the potential results of each scenario across regions, or based on the creative content used, length of advertisement, and other variables, to determine which will produce the most desirable outcome.

Find Out MoreTo find out how we can help

your company succeed, talk to

your local Information Builders

representative today. Visit us at

informationbuilders.com,

or in the U.S. and Canada, call

(800) 969-4636. To improve

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visit education.ibi.com.

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Historic assessments of a brand or category, as well as past campaigns, improve planning and execution of future initiatives.

Users can precisely forecast and compare the potential effectiveness and ROI of various marketing programs.