Customer Analytics
Optaumum Customer Segments : Enriched analysis can be carried out if customer data is available. Many more insights can be generated using customer segment level data compared to analysis undertaken at an aggregated (total) level. Analysis by customer segment can determine if different responses to marketing activities exist at this level and provide implications at a more detailed planning level that can yield superior profitability to aggregate analysis.
Optaumum Brand Health : This analysis focuses on the drivers of brand health metrics and customer perceptions. This can be especially relevant where end user sales data is less reliable. Understanding the impact of marketing activity on these metrics and how it changes through the purchase decision process enables marketing to be more effectively targeted at key brand health indicators. For example, TV may be the best vehicle to drive initial brand awareness, but close to the purchase point Radio / Press / Digital may be more effective at informing and driving preference and ultimately purchase.
Optaumum Brand Investment : Understanding the impact of media on brand health metrics and their impact on sales means that the longer term return on investment of media can be established. Optaumum can track these relationships from investment to sales enabling you to better target potential customers.
Typical Questions Answered :
- Does the responsiveness to media differ by customer segment?
- What is the relationship between my brand health metrics and sales?
- How much spend is needed in order to increase consideration by 5 percentage points?
- How does my marketing activity influence the various stages of the purchase cycle?