Understanding how marketing influences business is a complex game with many factors at play. The first step in beginning to understand that influence starts with data. However, as you many know, this is not as simple as it sounds. Besides taking into account the usual suspects such as sales, pricing, promotions, channels, and distribution, we
5 Tips to Harmonize Your Data Read More »
Truesight / Marketscience continue to invest in regional company talent. Delhi, India – Feb, 7 2019 – Marketing analytics firm Truesight Consulting continues to invest in India with new hire, Rajesh Kumar, Chief Client Officer, who joins the team in their Delhi office to facilitate new and existing client relationships. Truesight sees large growth potential in
Truesight Predicts Strong Demand in India Marketing Analytics Market Read More »
After several years of development and heightened industry expectations, the MTA bubble is bursting before our eyes. With the sun-setting of Convertro by Oath, the internalization of Adometry by Google 360, and the recent purchase (and likely absorption) of Visual IQ by Nielsen, the once big three of MTA have now all but disappeared. Why?
5 Inconvenient Truths About Multi-Touch Attribution Read More »
Higher ROI, improved retention and more profitable customers Challenge: A leading telecom service provider wanted to optimize its current media spend and improve marketing ROI. Traditionally, the company’s marketing allocation decisions were made based on historical spend levels and year over year goals, but they wanted to find a more sophisticated approach to analytics—one that
Improved Customer Retention In Telecom Read More »
Driving Customer Acquisition Through Marketing Mix Optimization Challenge: A leading credit card issuer was looking to expand customer acquisition by optimizing its marketing mix investments to manage sales channel fulfillment across four customer acquisition segments.​ Part of the challenge was maintaining a certain percentage of up-market customers to offset the higher risk of increasing
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From Portfolio Complexity to a Clear 5-Year Investment Strategy Challenge To maximize profitability, a leading global alcoholic beverages company set out to optimize media budget allocation across their key global markets. Given the complexities of alcoholic beverage production and distribution and given the diverse portfolio of brands each at different life-stages with asymmetric appeal globally, it was necessary
Hands-On Optimization For An Alcoholic Beverages Producer Read More »
Brand Equity Accounts for Over 50% of Baseline Quotes Challenge Following its recent acquisition, this mid-size auto insurance firm was under pressure from shareholders and the board to deliver an analytically-grounded case to continue significant marketing investment behind the brand. Thanks to a marketing mix model developed internally by their analytics team, the client
Measuring Brand Equity For A Car Insurance Provider Read More »