Some might call analytics geeky, we call it the “differentiator.” Our Engagement Marketing Analytics (you’ll like EMA, she gets it like no one else) goes deeper and is centered around the behavior of the empowered consumer² – allowing clients to optimize the customer relationship over its complete duration. We provide marketing metrics that help CMO and CFO to communicate (Web conversion? Interesting… Web revenue? Now we are talking!) as well as to develop macro analysis such as our recently introduced trust position.
We see marketing analytics not as reporting to “wrap up” a campaign, but as a crucial lever throughout the customer relationship. Our analytics approach is focused on making everybody on the marketing team more analytical – we foster this approach with our socialized Business Intelligence platform, “Blogalytics.“ Together, the team can engage in optimized planning and a fine‐tuning of the running work as well as in optimization of the overall customer portfolio. We use dynamic segmentation models based on the Unit 7 Behavior Pathway™ as well as traditional and common drivers, such as demographics and social media involvement, to gain understanding of consumer needs. By being informed, we create campaigns that are to the point and deliver a high ROI. To assess consumers´reactions, we leverage real‐time Web data based on existing packaged reporting, or Unit 7´s Behavior Tracking Web Service.
