Ad platforms, web analytics and CRM each report on themselves well enough. The harder questions sit between them: which combination of touches actually moves a customer, why a segment stopped responding, what a campaign would have done without the seasonal lift. Advanced Marketing Analytics & Data Intelligence is a retained analytics capability that takes those questions and answers them with statistical and machine learning methods on your combined data.
Where it helps
- An in-house team that is busy with reporting and has no time for deeper analysis
- Results that look good in platform reports but do not show up in revenue
- Experiments run without a control group, so nobody is sure what worked
- Large datasets, such as event streams or transaction logs, that nobody has analysed
What we deliver
- Analysis on demand. A standing team that takes a question, works it on your data and returns a written answer with the method and its limits.
- Statistical testing. Experiment design, incrementality measurement and causal analysis that separate a campaign’s effect from everything else that was happening.
- Machine learning models. Clustering, propensity and anomaly detection models, kept as reusable assets rather than one-off notebooks.
- Data intelligence layer. Clean, documented feature sets that later work, from forecasting to lead scoring, can build on.
How an engagement runs
- Assess. We review your data, the questions queued in the business and the analysis that has already been attempted.
- Build. We prepare the combined dataset and complete the first two or three analyses with your team.
- Integrate. Models and feature sets are deployed in your warehouse, and findings are presented in your regular reviews.
- Run. The team works a prioritized question list each month and keeps the models current.
What changes for your team
- Questions that used to go unanswered get a method and an answer
- Campaign effects are measured against what would have happened anyway
- Analytical work compounds, because each model is kept and reused
