One of the more obvious promises of Artificial Intelligence is efficiency - it can automate and streamline many rote tasks, freeing up your personnel to put their time against higher-value work. n-actments is our AI-fueled framework for identifying and addressing marketing processes that are the best candidates for automation in areas including data ingestion and hygiene, analytic prep, lead and campaign management, and more.
n-formation provides you with a strategic blueprint for utilizing analytics to power your marketing decision making. In every organization, there are multiple constituencies with competing analytics needs, and of course limited resources. How best to clearly define and prioritize analytic opportunities? Our collaborative process considers the impact on business outcomes and the effort required for each need, delivering a well-developed plan including budget, timing, and resourcing implications. We start with a current state assessment and end-state visioning, prepare a gap analysis considering both existing and required technical resources and personnel skill sets, and ensure alignment on prioritization and timelines. And if you’re looking to enhance internal analytics capabilities, we have a structured approach to help you develop a related plan around that as well, including rent/build/buy recommendations and implications for people and infrastructure.
“Data connectivity” describes the ability to connect, access, and use data across different connected platforms, both internal and external, enabling you to deliver personalized and relevant experiences to your customers, and to track, measure and report on the effectiveness of your marketing efforts. n-tegration is our marketing data connectivity review, in which we evaluate how well your data sources and marketing tools are integrated and aligned with your business goals. The approach is generally solution-agnostic, and our team members have developed a depth of expertise helping clients utilizing Salesforce CRM, Salesforce Account Engagement (Pardot), Hubspot, and other relevant tools.
Everyone has read “Measure What Matters” but many still default to “measure what’s easy”. Our “Actions → Outputs → Outcomes” measurement philosophy eliminates the use of cluttered dashboards and vanity metrics, and ensures you are reporting the right measures at the right level of the organization with one purpose: to help guide strategic decision making. Key tenets of our approach, known as n-dicators, include:
- Ensure alignment against marketing objectives
- Minimize “nice to know” metrics
- Raw numbers without context have no meaning
- Metrics are only the starting point for deriving insights and action plans
- Deliver only measures relevant to each management role, with ability to dive deeper as desired
- Simplicity; visualize where it helps to communicate the necessary information in an impactful way
n-rollment is our solution to address the closely related areas of Lead Management (acquisition) and Subscriber Management (development and retention). Our structured approach to lead management combines a proven strategic framework with AI-driven analytics to derive insights from historical data, providing an understanding of lead sources and prospect behaviors. This allows us to develop a tailored approach to prioritize prospects, and optimize conversion pathways for maximum efficiency and ROI. Subscriber management encompasses the strategic process of acquiring, retaining, and maximizing the value of subscription customers, whether through a true subscription or a long-term contracted relationship, through targeted and personalized engagement strategies. We leverage machine learning and other analytics tools to understand subscriber behaviors, preferences, and lifecycle stages, deriving insights that drive strategies to enhance customer satisfaction and loyalty and enhance long-term value.
In a rapidly changing business environment, highlighted, for example, by the proliferation of subscription-based and DTC choices facing consumers today, traditional forecasting methods can often fall short. Our AI-fueled forecasting approach, n-tuition, goes beyond extrapolation and static projections, leveraging the power of predictive analytics and machine learning in time series and causal analytics, to deliver hyper-accurate forecasts grounded in a wide variety of meaningful real-time data. It will suggest future possibilities and inform strategic decision-making. You’ll be more confident chasing short-term opportunities, as well as making decisions in areas including demand planning, resource allocation, retention marketing or risk mitigation, as you prepare to meet the challenges of future market shifts. Our models adapt and learn continuously, reducing human bias and uncovering hidden relationships in your data and dynamically adjusting forecasts to reflect changing market conditions, customer behavior, and emerging trends.
Consumer insights are a critical input to a comprehensive customer strategy, and encompass a broad range of activities, from surveys that uncover consumer attitudes and sentiments to transaction analytics to understand consumer behaviors, preferences, and promotional responsiveness. n-sights, our approach to guiding consumer insights activities, goes beyond surface-level observations, delving into the motivations and emotions that drive consumer decisions and aligning research findings with zero-party and first-party data. These insights are pivotal in shaping targeted strategies that resonate authentically with your audience. Beyond the analytic method, our approach is rooted in understanding the pulse of your market and anticipating consumer needs. We collaborate closely with your team to align study objectives with broader business goals, ensuring every initiative not only captures attention but also cultivates long-term customer loyalty.
n-gagement combines a situational context assessment with the power of AI and Machine Learning (ML) to derive insights from your customer data; outputs from those activities come together to fuel engagement strategies, including loyalty program design, promotional strategies, and longitudinal customer planning. Our approach to designing hyper-personalized loyalty and promotional programs drives deeper customer connections, boosts engagement, and maximizes ROI. Buy 10, Get 1 Free, or spend $100, get $10 in value back? Maybe, but that’s easy to do, and it is not for every brand or category. Our team members have developed a cohesive philosophy, honed through years of designing award winning consumer-facing programs, that goes far beyond plug-and-play or cookie-cutter solutions,incorporating why and how consumers respond to your brand, combined with data-driven insights to unlock the true value of your loyalty or frequency programs.
Many types of analyses have context assessment and data exploration as the same foundation, and the art of each is in deploying the appropriate analytic approach to solve the problem at hand. n-ference, our context-driven approach to advanced analytics, utilizes AI to automate as much of the foundational work as possible, allowing our analysts to deploy their particular expertise in support of the form the actual analysis will take. In developing predictive models, for example, we ensure that we incorporate intrinsic knowledge about each client’s business and it’s customers’ behaviors into the analytic methodology, and leverage cutting-edge machine learning and advanced statistical techniques to unlock hidden patterns in your data, heightening the predictive power of the model. Or in deploying our innovative approach to market or customer segmentation, we take a multifaceted view, leveraging a combination of survey data, demographics/psychographics or firmographics, behavioral/transaction data, digital footprints and even sentiment analysis to create a holistic understanding of your customers, creating critical differentiating dimensions.
Revenue growth can result from a variety of strategic initiatives. The n-creases framework is designed to propel your customer-focused revenue streams to new heights. We leverage the power of machine learning (ML) to drive macro strategies, unlocking hidden customer insights that allow us to find more high-value customers, create longitudinal strategies designed to increase long-term value among existing customer cohorts, and develop campaign guidelines that optimize short-term results. At a more micro level, we utilize ML to predict individual customer lifetime value (CLTV) with unmatched accuracy, empowering you to develop one-to-one strategies that build and strengthen long-term relationships. Our approach may incorporate additional techniques such as cohort analysis, survival analysis, and segment migration to accurately assess potential value, and focus on approaches to unlock - and increase - that value.
One of the promises of recent advances in AI has been the opportunity to improve results from more traditional forms of marketing analytics.
n-telligence is our platform for modernizing common analytics approaches that have long been in our tool set. For example, traditional RFM analysis that segments customers based on Recency, Frequency, and Monetary Value, is simple, intuitive, and objective, but can ignore purchasing and category context. We deploy ML algorithms to incorporate additional dimensions like consistency that increase the precision and actionability of the resulting groupings, and we build a knowledge base of recommended actions that are specific and intuitive, beyond the usual “New Customer → Welcome Email sequence” approach. Marketing Mix Modeling (MMM), which seeks to scientifically allocate media budgets across channels, is another analytic approach that benefits from the application of AI/ML. The general technique is not new, but our updated approach combines cutting-edge machine learning techniques with automated data prep and a deep understanding of media planning and performance to rapidly deliver a tool that will help you optimize levels and mix of media spending, aligning against ever-changing objectives and marketplace conditions.
Personalizing your marketing interactions, going way beyond things like simply inserting recipient name in the subject line, has the potential to greatly increase response and conversion. n-dividualization is our progressive framework designed to create unique and impactful customer experiences across touchpoints by planning communications at an individual level and incorporating appropriate levels of personalization, both overtly and implicitly, in each interaction. We leverage advanced analytic techniques, including the power of machine learning (ML) to help you better understand your customers on a deeper level, personalize interactions, and foster lasting relationships.
