Data Science & Analytics
Everyone is talking about Big Data. At IMI we believe in Good Data. What good is a lot of information without the ability to tell a story and gain actionable insights for more intelligent marketing and business decisions? Regardless of the type of analytics platform you are using, the value is in the ability to glean the right information at the right time and use it to improve ROI.
All of our client campaigns start with a vigorous analysis of the data. Our data scientists take the raw data and extract tangible insights to help build measurable and attainable objectives. Although their skills are based in analytics, math, statistics, engineering and science, they are able to use the data to tell a story that can be easily understood by anyone. Our data science analysis impacts how our other teams plan their campaigns including Search, Social, and Display.
We don’t just use our data science methodologies to design the ideal marketing mix. Our data scientists use these methodologies to continually optimize your campaigns. Online marketing with its promise of total measurement and complete transparency has grown at a fast clip over the years. With the numerous advertising channels available online and offline it makes attributing success to the correct campaigns very difficult. Most online marketers mistakenly attribute 100% of a sale or lead to the Last Clicked source. The main reason for this is that most analytics solutions only provide last click analysis. 93% to 95% of marketing touch points are ignored when you only attribute success to the last click. That is why multi-attribution data is required to properly source sales or leads. Multi-channel analytics tools are imperative to make these digital connections and ensure informed marketing decisions are being made.
Analytics tools and big data are great but without the data scientists deciphering the data and proving actionable recommendations, the data is just that. Data. At IMI we foster a data-driven culture throughout the organization. We encourage our clients to do the same. We will help you better understand your data and use it to design and execute the most impactful digital marketing campaigns possible.