In the era of the technologically driven marketing ecosystem, every customer engagement is an opportunity to deliver an enhancing experience and drive value. Knowing our customer’s need, what they value and their spending habits are critical for successful marketing. Imagine the effectiveness of your marketing activities, if you could understand your customers better. Marketing analytics offers a unique opportunity to do so by delivering compelling, personalized experiences that drives higher customer satisfaction and better yield.

1. The Best Practices that make
Marketing Analytics
work for you

2. 01
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THE BEST PRACTICES
THAT MAKE MARKETING
ANALYTICS WORK
FOR YOU
In the era of the technologically
driven marketing ecosystem, every
customer engagement is an
opportunity to deliver an enhancing
experience and drive value. Knowing
our customer’s need, what they value
and their spending habits are critical
for successful marketing. Imagine the
effectiveness of your marketing
activities, if you could understand
your customers better. Marketing
analytics offers a unique opportunity
to do so by delivering compelling,
personalized experiences that drives
higher customer satisfaction and
better yield.
MARKETING
ANALYTICS OFFERS
A UNIQUE
OPPORTUNITY TO
DELIVER
COMPELLING,
PERSONALIZED
EXPERIENCES THAT
DRIVE HIGHER
CUSTOMER
SATISFACTION AND
BETTER YIELD.
MA
RKETING ANALY
TICS

3. ● SHIFTING CONTROL OVER
CONVERSATION FROM
COMPANY TO CUSTOMER:
With advancement in technology, the
control over conversation is shifting
from the companies to its customer.
Customers are able to instantly access
product and services, gather
information about a product quickly
and easily find the most suitable vendor
for any product. Another manifestation
of this power shift is the fact that
customers can influence tens and
thousands of people to choose your
product over competitors by writing
reviews, blogging and tweeting.
● CONTINUOUSLY INCREASING
LARGE AMOUNT OF
CUSTOMER DATA SPREAD:
Today’s digitally savvy customers
interact across multiple channels
including call center, retail outlets,
social, mobile media and search to
access products and services. This
activity by the customer has generated
a spread of an unimaginably massive
amount of digital data collected from
posting on social media, customer
journey on the website, cookies
collected data, reviews and comments
written across the internet. This kind of
valuable data derives unique customer
insights thus adding strategic value to
marketers.
Two dominant trends that contributed to the
rise of analytics in the marketing eco-system

4. To compete in this customer driven
ecosystem, marketers need to
engage with their customers at every
level across multiple channels.
Understanding customer behavior
helps optimize the customer touch
points across channels, deliver
relevant messaging, and help
customers stay with your brand while
they jump across channels.
But for many marketers today, there
is a gap between theory and
execution and this gap is constantly
widening. The challenge is
coordinating the efforts – based on a
holistic view of customer behavior.

5. 02
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SOME DAUNTING
QUESTIONS THAT
TODAY’S MARKETERS
FACE:
HOW DO WE
COORDINATE THE
EFFORT OF
COLLECTING DATA
ACROSS CHANNELS?
SHOULD WE BRING
TOGETHER OFFLINE
AND ONLINE DATA?
● Who are my companies’ most
profitable customers? What are
the channels that they use to
interact and research about
products and services?
● We have data flowing from
different channels, how do we
coordinate the effort of collecting
data across channels? Should we
bring together offline and online
data?
● Customer information is stored
across a multitude of systems
with different formats and file
structures, Is it beneficial in
bringing everything together?
● Can we build a centralized
marketing analytics function? Or
should analytics be
decentralized?
● How should we use the massive
amount of digital data to optimize
the messaging and media budget
across channels?

6. 03
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IMPLICATIONS FOR
MARKETERS:
ADOPTING A
MARKETING
PROCESS AND
STRATEGY THAT IS
CUSTOMER-
CENTERED AND
POWERED BY DEEP
CUSTOMER
INSIGHTS COULD
HELP
ORGANIZATION
MAXIMIZE THEIR
MARKETING ROI.
In this new environment, achieving
marketing objectives and strategies
will require a more detailed analysis
of the customers and prospects
across channels. Adopting a
marketing process and strategy that
is customer- centered and powered
by deep customer insights could
help organization maximize their
marketing ROI.
Suggestions for adopting best
practice - marketing analytics:
● MARKETING
DEPARTMENT TAKING
OVER THE OWNERSHIP
OF THE MULTI-CHANNEL
ANALYTICS PLATFORM:
To reduce complexities and
correlate data flowing across
online and offline channels
marketers need to take over the
ownership of the organization’s
analytics platform across
channels.

7. ● MULTI-CHANNEL
ANALYTICS DATA DRIVING
CUSTOMER
SEGMENTATION:
Rather than grouping customers
into broad segments, marketers
can use relevant customer data
such as behavioral and
demographic to determine how
specific customer segments are
most likely to respond to a specific
campaign or marketing action
● MARKETING ANALYTICS
FOR PREDICTIVE
MODELLING:
To understand and predict the
target audience’s behavior
marketers can use predictive
modelling. Also marketers can
identify the target market’s likely
response for a marketing campaign
● OPTIMIZATION OF BUDGET
AND CONTENT:
By utilizing insights derived from
their marketing analytics marketers
can optimize their marketing
content and budget. This helps
maximize their economic outcomes
by making the most of their
individual customer communication.
Several successful companies are already reaping the benefits of adopting a benchmark
marketing analytics practice. These companies have achieved impressive results by
implementing a benchmark marketing analytics practice.

8. ABOUT XERAGO04
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Xerago is a new age marketing solutions company with a footprint across Asia
Pacific, now making its foray into USA. Clients include Citi, DBS, HDFC Bank,
SM Retail, Celcom, Starhub, Intel, BharatMatrimony, and a number of other
market-leading and start-up brands.
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Email Id: salesIndia@xerago.com
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Email Id: salesUSA@xerago.com
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The Octagon (Office Suite 1107),
Singapore-069 534
Ph: 065-9006 2077
Email Id: salesAPAC@xerago.com
To learn more about Customer Value Maximization and how it can help you,
contact your nearest Xerago office.
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