Marketing Effectiveness

Analytics consulting that helps you know which part of your marketing plan is working and how to make all of it work harder

Marketers are under enormous pressure—not only must they prove that their efforts are working, but they need to simultaneously measure and improve marketing effectiveness.

Data and analytics are important tools for today’s marketing professionals, yet they continue to face challenges such as difficulties with attribution models, siloed data sources instead of a “single source of truth” about customer and prospect behavior and the inability to deliver more personalized marketing.

Enable marketing personalization with ACE

Our ACE platform empowers clients to personalize consumer engagement at a deeper level than before, by creating “segments of one.” Using pre-built regular models and machine learning algorithms tailored to your specific business needs, you can assign scores to reflect the likelihood of a customer responding to a message or experiencing a particular lifestage event. These models can be integrated into your marketing systems to customize and deliver the right message to the right person at the right time.

Additionally, Clarity can build highly accurate micro-segments of your prospects and create lifetime value, propensity and other attributes for them. This allows your teams to improve targeting of media and creative content to increase omnichannel marketing effectiveness. To make these insights accessible across your teams and departments, we offer pre-built dashboards to visualize results and enhance the impact of these data-driven insights.

Improve marketing attribution top-down and bottom-up

Reviewing Marketing Effectiveness

Clarity’s attribution philosophy can best be summarized by triangulation. We take a top-down, bottom-up approach to measurement to help our clients:

Measure what they can: There’s no substitute, in terms of accuracy, for direct-in-market testing of alternatives

Model what they can afford: For channels such as mass marketing, modeling is necessary

Allocate the rest: It’s very difficult to measure the impact of some media—for example, statement stuffers or operational messages. For these, we use an allocation model

Ultimately, Clarity combines these methods to create a singular system to measure marketing effectiveness and improve it with AI and data analysis, allowing your organization to deliver the results you need and demonstrate the ROI of your marketing efforts.

Related Content

Case Study | Launching an Analytics Center for Excellence for Marketing Effectiveness

White Paper | Help Your CMO Build a Sphere of Influence

Case Study | Making Social Data Profitable

Our clients include

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One of the top 10 insurance companies in the US

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One of America's biggest sports and entertainment franchises

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The largest social media company in the world

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Several leading healthcare companies

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