Quantitative Isomorphic Multichannel Marketing Analysis

DMA/Market Level Analysis is defined at the harvesting and analysis of marketing data from disparate data silos as to develop more actionable and meaningful information between obtuse data points. Data consists of external sources such as: agencies, or media; or internal sources such as: call centers, finance, sales, customer relationship data bases (e.g. ACT), business intelligence software, etc. The end result is to develop information that clearly and precisely explains the linkages to specific buying behavior. The marketing information is then segmented or drilled down on to the market level, allowing marketing professionals’ unforeseen views into ad campaigns.

This process is generally confused with data mining, however it is entirely unrelated since such marketing information is stored, at times, in obscure data sources (e.g. MS Excel spreadsheet) or requires elicitation of data from obtuse sources such as a switch or interactive voice response systems.

Discussion

Quantitative Isomorphic Multichannel Marketing Analysis, or Market Level Analysis as a business application is best demonstrated by Harrah’s Entertainment. The Casino has used individual customer data to offer customized advertising offers. The practice was more profoundly represented in the movie Minority Report. Where advertisement offers where directed at and tailored specifically to individual’s buying behaviors. Lexis has also created a website whereby a consumer can build their own Lexis automobile, on-line, right down to the color of the upholstery.

Although Quantitative Isomorphic Multichannel Marketing Analysis is a relatively new term, the concept is not. Large companies, with multibillion dollar marketing budgets, for a long time have used powerful computers to sift through marketing data to judge market sizes, response to specific offers, and as recent as the 90’s evaluate sentiment on branding. The issues behind such analysis has always been cost, larger software companies such as Oracle, and SAS Institute statistical software have been more focused on the data base technology, while ignoring the conversion of date into actionable, meaningful information. Still other, such as ad agencies such as such as Omnicom Group, WPP Group,Publicis, Interpublic Group of Companies and Havas, have focused more on the media plan, market research, creative or the media buy. Today, there are only a few companies that quantitatively analyze all channels of the go-to-market strategy.

Quantitative Isomorphic Multichannel Marketing Analysis identifies trends within data that go beyond simple analysis. Through the use of sophisticated algorithms, users have the ability to identify key attributes of marketing data, which includes finance, marketing, sales, and operations.

Professional misunderstandings of the concept

The concept “Quantitative Isomorphic Multichannel Marketing Analysis" is often incorrectly applied to a wide range of marketing disciplines. For example, call center software companies use the term to describe how their software measures an inbound call’s vital statistics: hold time, talk time, disposition, etc. thus determining areas for improvement. A second example would be how an advertising agency purchases both television and radio spots for their client, and in turn reports back to said client where and when a spot had run. Neither which define the real concept of Quantitative Isomorphic Multichannel Marketing Analysis" In many cases, an agency may claim to perform " Quantitative Isomorphic Multichannel Marketing Analysis" by manually creating charts that demonstrate growth, declines or activity, of which does not correlated the effectiveness of one marketing channel to the other.

True "Quantitative Isomorphic Multichannel Marketing Analysis” automates and systematizes the aggregation of all marketing channels and ties the marketing into sales and finances. It is the creation of charts, graphs and forecasts with historic trends, analytics, economics, efficiencies and analysis. The information is useful and timesaving because it provides deeper insight and understanding into buying behaviors. "Quantitative Isomorphic Multichannel Marketing Analysis” provides the user some insights that are not readily apparent through simple reporting.

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