Methodology

Lityx uses a proven methodology when designing and delivering analytic solutions for its clients, consisting of five key areas. Understand Business Needs Data Sourcing Data Management Exploratory Analysis Modeling and Optimization Implementation

When integrated into a marketing environment, our approach can also be thought of as an iterative test-and-learn methodology. Because markets, products, consumers, and macro-economic factors are constantly changing, marketers must be constantly learning from events in that environment. Market tests, primary research, data management, measurement, and predictive modeling need to be tightly integrated into the marketing process. This allows quick identification of new trends and behaviors for testing and execution by the marketing function. In addition, it is imperative to actively integrate this methodology across traditional, direct, and digital media channels. Some of the greatest improvement gains are found by identifying optimal mixes across marketing dimensions, and moving away from product, channel, or segment silos.

Customer and Marketing Analytics

Analytics for marketers encompass a wide spectrum of techniques, including measurement and reporting, predictive modeling, customer segmentation, marketing optimization, campaign analysis, and experimental research. To best support customer analysis, analytics must be tied to your customers' lifecycle: Acquisition, Growth, and Retention. Lityx can assist with planning, execution, and implementation of analytic techniques across your customer lifecycle. Lityx will also facilitate the development of realistic business cases that will provide you with an estimated value of modeling and customer analytics to your organization; helping you to understand the total potential value of your analytics investment relative to your total cost.

Customer Behavior Models

Lityx has successfully built predictive models of customer behavior across the customer lifecycle. Examples include:

• Campaign and Promotion Response Models
• Customer Lifetime Value Models
• Customer Segmentation
• Churn/Retention and Customer Longevity Models
• Cross and Upsell Models
• Product Affinity Models
• Loyalty Models
• Winback Models

Marketing Optimization

Marketers need to be efficient with their budget. The marginal value of each additional dollar of budget and how to spend that dollar needs to be understood by all invested parties. Organizations are required to make cross-channel, customer-centric decisions to ensure that their customers are not overwhelmed, or even confused, by marketing efforts. Lityx has experience with numerous marketing optimization problems including:

• Media Mix Budget Optimization
• Customer Contact Optimization
• Web Banner Advertising Optimization
• Newspaper Media Selection Optimization

Data and Technology Design

Messy data will lead to underperforming models and unrealized profits. Lityx provides assessments of your data and its quality, as well as methods for cleaning it. We also build custom and automated data preprocessing and cleaning routines to deal with live data before it enters the modeling or analytics process.

Marketing analytics will only be successful when supported by the appropriate data and technology infrastructure. Access to appropriate data and good data mart design are essential for predictive modeling and CRM data mining. Lityx can assist with the design of your modeling data mart and the selection and usage of analytic software.

• Data Quality Assessment
• Integration of Data Cleaning into Modeling Process
• Data Mart Design
• Business Case Development
• Training and Quick Start Projects

Contact us to learn more about how we can help you improve your marketing ROI using marketing optimization.