Effective and efficient marketing is for everyone. Annalect tools and technologies for understanding and measuring marketing let you ground decisions on real facts and real results, not guesswork and media folklore.
Everything begins with identifying your key data sources and connecting to them effectively. Relevant data sources are found within organizations, at partner companies, agencies, and their systems, as well as with independent third parties such as research bureaus and media service providers. The first practical challenges for data management are identifying which among them might be critical and relevant for developing and growing your business, and connecting and transforming then into a format and storage system (a data management platform, or DPM), where they are consistently and reliably available for analysis and marketing decision support.
What’s in the data? Your marketing metrics should ideally build up to the same KPIs that steer your sales and marketing. Flexible and effective marketing data management services combined with smart analytics not only help you identify and rank metrics based on their performance impact, but make them a part of a continuous marketing process.
Data-driven visuals and interactive dashboards help provide a shared platform for discussing and understanding marketing performance, both within your organization, as well as with partner and marketing service providers. The clearer the overall picture and the less confusion about what is being measured and why, the closer we are to marketing actions and budgeting decisions that are based on hard evidence.
Annalect helps marketing decision-makers find the best ways to collect and share data with effective and tested integrations across a broad range of marketing and media data sources and enterprise architectures. We do not bind our customers or ourselves to predetermined technology platforms, but always look for the right match between systems and customer needs – we work with all major solution providers, and add our own. We do not hold data hostage. Our DMPs are modular endpoints for data integrations, and can easily be set up with APIs for secure connectivity to client organizations’ own big data platforms.
Accurate information about marketing actions and the surrounding business context form the groundwork for marketing analytics that et to the bottom of complex dependencies, such as the marketing response and ROI across different media channels, and the drivers behind sales. Sales modeling and media mix optimization can be expanded into agile modeling. These allow marketers to construct and connect a whole network of interrelated KPIs, allowing us to pin-point and evaluate the role and value of all key interactions with consumers and customers, and see exactly how brand metrics and online behavior shape sales results. Connecting the models to real-time data sources finally lets marketers observe and react proactively to changes in the market place.
Annalect Finland is supported by our global software development and data management resources, focusing explicitly on enabling the best solutions and system integrations for advanced analytics – data solutions for marketers, by marketers.
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