From analytics to action by Avenue A | Razorfish
Interactive marketing services firm Avenue A | Razorfish, Seattle, on Dec. 5 released Actionable Analytics, a report that aims to help marketers use analytics to obtain improved business results.
The report focuses on three major categories: media analytics, Web analytics and customer relationship management. It takes issues such balancing the right mix of advertising spend in direct response and brand marketing in an effort to take raw analytic data and make it actionable.
The Actionable Analytics report bases recommendations on numerous Avenue A | Razorfish studies, years of collective knowledge, a broad range of specialist expertise and deep experience with companies that are tackling the issue of a positive return on marketing investment.
One key finding is that interaction effects between digital media channels can be quantified and indicate that some marketers systematically attribute sales to the wrong media or ad impression. In addition, Web-site usability and multivariate testing technologies can be a quick fix to improve site conversion rates. The caveat being, only if interpreted correctly and supported by highly trained usability experts and marketing strategists.
Other topics addressed in the report include: the interaction between display media and search; developing advanced attribution models; limitations of Web analytics tools; rich internet applications tracking and reporting; extending segmentation and personalization to e-mail and direct mail and plugging online media into an e-CRM solution.