Data-driven marketing doesn’t happen by accident
Whether you’re in B2B or B2C marketing, the sheer complexity of managing segmentation, campaigns, offers, channels, engagement models, pricing, positioning and messaging can be overwhelming. Forward-thinking companies need technology that breaks apart these silos and delivers a unified solution that allows for precise real-time decision-making.
Only an Extended Planning and Analysis (xP&A) platform like IBM Planning Analytics / TM1 can harness this exponential complexity and convert your data into high-impact marketing outcomes.
Common challenges
Campaign effectiveness
Evaluate your campaign’s success according to your strategic objectives.
No precise lead attribution
The complexity of multi-channel marketing can easily muddy the water, creating disconnects between departments and obfuscating where any particular lead comes from. This misalignment makes it near-impossible to accurately assess a campaign and its effectiveness.
Lack of accountability and repeatability
Without data transparency and trust, marketing can’t build a culture of accountability and data-driven decision-making. This makes it difficult to calculate true Return on Investment (ROI) and almost inevitably provides suboptimal results. Marketing needs a solution that can collect disparate data points and connect them for precise and timely lead attribution.
Separation of correlation and causality
Cubewise applies a unified data approach to collect, process, tag and report on all your key marketing data in one place. This significantly improves attribution across outbound activity, customer segmentation, multi-channel analysis, inbound inquiries and more. Emerge from the dark with the data you need to make smarter, better-informed decisions.
Price optimization
Determine the pricing structure that maximizes profitability while delivering value to customers.
Many inputs, complex algorithms
True price optimization relies on a complex algorithm that must ingest a wide range of data across various levels of granularity and timescales. To cope with this dizzying collection of data types and shapes, most marketers aggregate data into monolithic chunks that are trapped within ill-suited modelling tools such as Microsoft Excel.
Hidden causal relationships
Without the means of dealing with this complexity, companies miss key causal relationships that are the true drivers of performance. This results in mis-deployed resources and a suboptimal pricing strategy that lives in a black box – without anyone knowing why it doesn’t work.
Best-in-class algorithms
Cubewise solutions are built on the IBM Planning Analytics / TM1 platform, which offers highly advanced price optimization algorithms with no practical limit on data dimensions or levels of granularity. It delivers a precision that simply isn’t possible with other tools.
Market segmentation
Effective marketing relies on precise segmentation across demographics, geography, psychographics and behavior.
Overlapping segments
With an underdeveloped data structure, companies find that no single segment fully profiles the ‘ideal customer’. This creates challenges when it comes to ultra-targeted messaging.
Partial segmentation
In response, marketing departments tend to default to a ‘good-enough’ approach, which approximates a general profile and ends up being generic. While not as egregious as ‘one-size-fits-all’ mass marketing, failing to target complete and accurate buyer profiles invariably leads to under-performance within an addressable market segment.
Multidimensional marketing
Using marketing solutions built on the ‘multidimensional by design’ IBM Planning Analytics / TM1 platform, messaging, positioning, pricing, channels, campaigns, SEO and virtually every facet of the marketing mix can be tailored and targeted toward specific segments.
Take your marketing to the next level
Leverage best-in-class technology that can handle your marketing data in all its complexity before delivering actionable insights that can guide business decision-making today.
Talk to us today and let’s overcome the challenge together.
When a system is unable to adapt to changing business circumstances, it can be tremendously frustrating for all who work with it. Things must go on, of course, and so users will resort to building tedious workarounds, simplifications and shortcuts that only serve to kick the can down the road.
Don’t accept that your business processes are incapable of adapting to fast-moving market changes. Contact us to find out how easy it can be to implement efficient and practical planning, reporting and forecasting workflows.
