Actionable Intelligence Creates Powerful Marketing

Data, Analytics and Marketing Intelligence

Today, marketers are drowning in data, but few have the resources available to develop a true understanding of customers' fragmented multi-media behaviors. Silo-driven research approaches usually fail to integrate all the information and data needed to identify best customers, engage them with meaningful messaging in preferred media, and build more profitable relationships.

Ansira is pioneering customer engagement marketing with innovative approaches to fusing traditional, behavioral and transactional data. Our clients seek our help to build new and transform current databases into powerful tools that foster more profitable relationships with their customers. We empower marketers to make better investment decisions, more effective communication plans and stronger bottom-line results. Our comprehensive approach includes proprietary analytic tools and tactics to generate marketing intelligence on all levels – Business, Consumer, Market, and Channel.

Ansira's approach to intelligence doesn't stop with execution. We measure all customer behaviors to continually re-evaluate and improve client spending strategies, media mix and messaging. Importantly, metrics are created for all media and campaigns to tie performance to sales, transactions, lead generation or other KPIs. Our optimization objective is to ensure every client dollar spent delivers the highest possible ROI, with the least amount of waste.

For more information, contact us.

Data, Analytics and Marketing Intelligence
Data, Analytics & Marketing Intelligence:
Case Study

Adding Intelligence to Data Delivers Smart Tools for Brand Managers

A large, multi-brand marketer realized it was quickly becoming overwhelmed with data, without any benefits. When the client could not reconcile traditional research with behavioral data, they created a large database; but it didn't really add to their marketing intelligence because Brand managers had no clue who the opt-ins were and what their customer value was. Ansira was named CRM engagement agency with the task of developing a customer strategy that would benefit all brands - as well as the portfolio - by driving more profitable 1:1 relationships and thus providing a significant competitive advantage. As part of reaching this objective, Ansira also needed to evaluate the growing number of data-related vendors and help bridge the internal Research, Brand and CRM groups. To turn the client's data overload into powerful marketing intelligence, Ansira:

  • Created a consistent, cross-brand consumer profiling/registration platform
  • Fused traditional segmentation data with opt-in databases to assign each name with a "value" score and associate the individual with the appropriate motivational/lifestyle segment
  • Added household data and predictive models to help Brand managers decide which U.S households to market to and how to most effectively communicate on a 1:1 basis

Our client is now capitalizing on newly created customer intelligence to develop annual brand plans. Business results will be tracked and models continuously sharpened. Brand managers have the benefit of the following to decide with whom and how to invest 1:1 marketing dollars:

  • Optimize results using tactics that generate high-value registrants
  • Immediately "score" new registrants and initiate meaningful messaging
  • Deliver dynamic, user-defined content across multiple media
  • Determine likelihood of a known individual to switch brands
  • Determine likelihood to purchase from a specific retailer
  • Determine likelihood to engage in a specific media type
  • Identify lead brand for dual-brand households