Marketing was transformed long ago from an art based on intuition and gut feelings into a data-driven science. Many tools have been developed to enable this transformation, starting with databases, proceeding to reporting and statistical tools, and continuing into campaign management and customer relationship management (CRM) applications.
This revolution has accelerated the pace of marketing, but hasn’t provided an optimal platform from which to get the analytic insight that’s been driving transformation for the last twenty years. With Spotfire analytics, marketers can:
- create one-time use segments for context specific actions themselves for each campaign
- see how campaign factors (audience segment, channel, offer, creative) interact to create response
- append additional data sources on the fly – both internal and external sources
- find optimal marketing and promotional mix by visualizing the impact of marketing programs on sales outcomes
- leverage existing modeling algorithms from systems such as SAS and S-PLUS
- collaborate with brand and marketing teams by sharing visual representations of promotional options; enable others to perform "what if" analyses
- understand how market segments, territories, and channels are affected by promotions to continually improve promotional strategies
- gain the flexibility to conduct fast test-marketing programs without the need for IT support to prep data and configure new reports