Category: (3) TAM Application Type
Application Identifier: 3.9.1.1
Maturity Level: 4
The Campaign Analytics applications are responsible for analyzing existing and prospective customers to help design appropriate product recommendations.
The Campaign Analytics application provides quantitative tools to analyze customers and prospects to help design the right recommendations. Next generation applications also provide statistical analysis and modeling to optimize target markets and assist in self learning and optimization of campaigns based on the empirical analysis of past campaign execution. Marketers need to utilize a segment designer that allows quick identification of desired targets, as well as global profile management capabilities that allow new customer data attributes to be designed on the fly. The resulting profiles can be leveraged immediately for actions that include segmentation, personalization, and branching logic.
The campaign analytics feature benefits from the automation of essential campaign processes in the campaign management application and uses all the managed communications with customers across multiple channels, tracking responses and consolidates and reports campaign planning & execution performance. The campaign analytics features should be able to gather and analyze data from past campaign planning success and performance in a continuous loop and feed this data back into the campaign planning feature. Marketers need to construct meaningful market segments and base their campaign investments on valid assumptions and projections. Through Campaign Analytics, marketers need to build models to predict campaign response likelihood, determine customer retention risk or predict any user-defined customer behavior. Marketers can then leverage the model's predictions to determine which customers/prospects are most likely to display a particular behavior.
This was created from the Frameworx 16.0 Model