Customer Experience Execution Model

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Your customer’s expectations are rising. They may be outpacing the speed at which your company can improve its customer experience. FROM brings years of digital transformation knowledge, transformation research and first-hand experience to your company to ensure you put forward the best user experience for your customers.

Marketing

Authors: Ankit Abraham Sinha, Senior Analyst Sidharth Sreekumar, Assistant Manager What is Marketing Mix Modeling (MMM)? MMM is the use of statistical analysis to estimate and predict the impact and effectiveness of media channels, price changes, promotions, and external factors on the sales volumes of a company. This helps demystify the relationship between a company’s marketing spend and its bottom line. Measuring the Effectiveness of Marketing Spend Using MMM Increasing Marketing Spend As global ad spending increases, it is imperative for companies to ensure that they get the best bang for their buck. In this scenario, the need to measure the impact of various marketing media on sales and deploy marketing funds efficiently is even greater. The Need to Measure the Impact of Marketing According to an April 2014 study by VisionEdge Marketing and ITSMA, 85% of marketers polled were of the opinion that the pressure to measure the value and contribution of marketing is increasing. In addition, a May 2014 study by Ifbyphone states that 60% of marketing executives report marketing metrics to their business leadership teams at least on a monthly basis. This highlights the increasing emphasis being laid by business leaders on the need for regular and more accurate measurement of marketing metrics that highlight the impact of marketing spend on business performance.

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