Campaign and Promotion Analysis Applications
Maximizing brand performance requires directing marketing mix investments across a number of promotional levers. Finding the optimal balance of promotional investments requires an understanding of the return per investment and how customers and markets respond.Spotfire simplifies marketing mix analyses by leveraging existing algorithms and models from systems, such as SAS and S-PLUS. With Spotfire, forming, testing, and sharing analyses are faster and easier to manipulate "on the fly." Plus, interactive visualizations make otherwise buried promotional response findings stand out and jump off the screen. With Spotfire’s dynamic data queries, analysts can develop underlying models, and using web publishing capabilities, allow brand managers to interactively test various promotional combinations - allowing teams to share in the analysis and to contribute their own first hand market knowledge.
- 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
- Marketing 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
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