Total Customer Analytics

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Marketing ROI

Increasing Need for Marketing ROI

Marketers increasingly must justify their expenditures by showing a high return-on-investment (ROI).  A recent Demand Gen Report shows 42% of CEOs are now actively tracking marketing’s impact on revenue. 

Customer Analytics and Marketing ROI

To boost ROI, marketers are turning to analytics to uncover areas for marketing ROI improvement.  An IBM survey shows 67% of Chief Marketing Officers (CMOs) are planning to increase their use of customer analytics in the next 3-5 years.  Large companies noted for using customer analytics to boost ROI include Harrah’s, Procter & Gamble, Progressive Insurance, Barclays, and Capital One.

Analytics Payoff to Marketing ROI

The ROI payoff from analytics often comes in the following ways, according to Harvard Professor Thomas Davenport:

The decile analysis also feeds our customer potential model that estimates customer potential based on their similarity to your top customers.  You can then sell to those customers to get them into the top 50%. 

We also use the decile analysis profile your top 20% customers on externally available data.  You can then market to prospects who can boost your ROI as they become customers.

Highlighted above are just some of the ways Total Customer Analytics grows your marketing ROI. To see for yourself:

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63% of CMOs said “ROI will be the standard for performance by 2015”

David Court, McKinsey and Company

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