PivotLink Addresses Omnichannel Marketing Challenges

6/28/2013
 PivotLink announced the availability of its latest release of PivotLink Customer PerformanceMETRIX (CPM), featuring PivotLink Marketing Attribution, a new module to improve the performance of omni-channel marketing campaigns.

PivotLink's enhanced CPM application improves marketers' ability to plan and optimize spend by measuring the impact of digital campaigns on online and offline revenues.

PivotLink's marketing intelligence solution enables business users to understand and influence customer behavior across shopping and marketing channels over time -- the number one priority for retailers. CPM integrates disparate customer data sets and disconnected marketing systems to create a single customer view, allowing marketers to focus on their highest-value segments and campaigns.

"With the fragmentation of media and more choices for marketing spend, it's become much more important to understand how campaigns influence sales," said Tony Cosentino, vice president and research director, Ventana Research. "By tackling the entire lifecycle of particular products and customers and applying best practices in attribution modeling, PivotLink is providing greater control over the marketing mix."

"Without PivotLink's Marketing Attribution module, retail marketers are flying blind when it comes to weighing decisions to spend more or less on different channels and campaigns," said Joe Dalton, chief product and marketing officer, PivotLink.

"Not only are retail marketing budgets growing, but digital commands the lion's share of the roughly $100B in spending this year," Dalton continued. "With data-driven insights from PivotLink, CMOs, marketing analysts, media planners and agency partners can make small improvements in return on marketing investments that have a huge impact on the bottom line."

Benefits include:
  • Understand Marketing Effectiveness - Scale-up online marketing and advertising programs that have the greatest effect on both online and offline sales.
  • Understand Customer Lifetime Value - Use new timeline capabilities to analyze customer activity and revenue contributions over time and guide decisions on campaign timing and investments.
  • Adjust Marketing Mix by Channel - Optimize investments across display, email, organic and paid search.
Providing consumers with rich digital experiences and improving online-to-offline conversion rates are top priorities for traditional retailers.

Gary King, advisor, Center for Supply Chain Management, and former EVP and CIO of a leading women's apparel retailer, added, "Measuring the effect of digital marketing on offline transactions is very important to the retail industry. Given that brick-and-mortar stores account for more than 90 percent of all sales, it's something retailers have been trying to address for a long time."
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