SPOTFIRE HOME Products Solutions Demos Spotfire Newsletters
News Content Center Events Contact Us Print Page Send Page Add to Favorites

Campaign and Promotion Analysis Applications

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. Do you face any of the following challenges?
  • Your analytics cycle is not keeping up with your accelerated marketing calendar, so critical insight does not influence every campaign.
  • The campaign “analysis” capabilities provided to the decision makers is limited to static reports that are based on the campaign structure.
  • You are building your campaigns to enable good reporting, not to maximize results.
  • There is no way to understand the interaction of multiple campaign factors – what combination of offer, creative marketing piece, channel, worked best for each individual segment.
  • Universal segmentation provided by your analytics organization (e.g., best customer) is critical for targeting, but offers no insight beyond that – e.g., what offer would work best for which customers.
Spotfire for campaign analytics combines Spotfire’s stunningly visual interactive analytics with the best practices in campaign analytics to provide this platform for the first time. Through visual analytics, marketing decision makers, not just analysts, are capable of performing in-depth analyses previously limited to a highly specialized group of statistical specialists. Changing the metaphor for analytics from the tabular spreadsheet to a highly visual, multi-dimensional and interactive experience addresses the innate creative tendencies of the marketing professional. Empowering the same individuals on the front line who need to plan and execute the campaigns with real-time knowledge and insight turns campaign analytics into a near real-time activity.

With Spotfire direct marketing programs managers 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

Downloads
Solution Briefs:

Spotfire's interactive information visualization and analytic solutions give users a remarkable experience for quickly and easily querying data and reporting results for superior business intelligence. From portfolio management and customer retention programs to key processes such as CRM, marketing, research, bioinformatics, yield and asset management and design for manufacturing, enterprises around the world rely on Spotfire's business analytics software to improve operational performance.

©Copyright 2000-2008 TIBCO Software Inc | Privacy Policy | Terms of Use | Spotfire Central Sitemap | Content Center