What the Client Wanted
Drive value by improving customer experiences and eliminating data silos.
The Outcome
Delivered maximum value at every single customer touch point and leveraged marketing analytics at specific stages in the customer journey to improve the overall customer experience.
Summary of the Advertising Industry
The advertising industry is a multibillion-dollar segment within the media and entertainment industry. It acts as a channel that connects consumers and manufacturers. In the US alone, there are over 60,000 advertising agencies that employ more than 240,000 employees. Advertising agencies are hired to build brand identities, launch new products, and to expand customer base – be it a non-profit organization or a Fortune 500 company. An advertising agency plays an essential role in jumpstarting the economy by increasing sales. However, the economy also negatively impacts advertising – i.e., when it slows down consumers tend to tighten their wallets and cut down on marketing promotions. With the growth in technology and recent innovations, factors such as radio, television, smartphones, and internet along with other techniques, have made it much easier for advertisers to reach out to the consumers.
Industry Challenges
- Rapidly evolving digital landscape: The media and entertainment companies are witnessing rapid changes brought on by the evolving digital landscape. With the growth of personal devices like smart watches, home assistants, and smart glasses, it becomes essential for every advertising agency to explore new avenues for growth.[spacer height=”20px”]
- Indefinable audiences: Most audiences today do not have the time and patience to read articles or watch videos. Consequently, it becomes essential for advertising agencies to focus on devising ways to capture the attention of their audience. Instead of creating ads for the general audience, which is quite large, advertising agencies are now focusing on creating targeted ads for smaller end-user segments.
About the Client
An international advertising agency with several business units spread all over the globe.
Client’s Challenge
With a end-goal to enhance customer experience, the client – a leading advertising agency– approached Quantzig to perform a marketing analytics study. The primary scope of this engagement was to improve customer experience and eliminate data silos. The client wanted to leverage tools that aggregate customer data from a multitude of sources to help them discover customer pain points and customer sentiments and needs at various stages throughout the decision-making journey.
Summary of our engagement
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Business Impact
With the help of Quantzig’s marketing analytics solution, the advertising agency gained an in-depth understanding of customers’ preferences. It also enabled them to develop marketing strategies that are centered around the needs of the audiences. Moreover, by leveraging advanced and comprehensive marketing analytics-based tools, the client was able to deliver tailored experiences and stay a step ahead of their competitors.
Marketing Analytics Solution Predictive Insights
Quantzig’s marketing analytics solution helps media and entertainment companies to outperform their competitors on key metrics including – performance efficiency, sales, profit margins, and ROI. Marketing analytics also helps companies to anticipate customer behavior and respond proactively to issues. It includes statistical solutions that help firms to develop predictive business models based on a combination of variables.
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