Marketing analytics is the practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI). Understanding marketing analytics allows marketers to be more efficient at their jobs.

Beyond the obvious sales and lead generation applications, marketing analytics can offer profound insights into customer preferences and trends. Despite these compelling benefits, a majority of organizations fail to ever realize the promises of marketing analytics. According to a survey of senior marketing executives published in the Harvard Business Review, "more than 80% of respondents were dissatisfied with their ability to measure marketing ROI."

The importance of Marketing Analyics is obvious: if something costs more than it returns, it's not a good long-term business strategy. In a 2008 study, the Lenskold Group found that "companies making improvements in their measurement and ROI capabilities were more likely to report outgrowing competitors and a higher level of effectiveness and efficiency in their marketing." Simply put: Knowledge is power. Marketing analytics, allow you to monitor campaigns and their respective outcomes, enabling you to spend each dollar as effectively as possible.

To say that digital marketers have to be jacks-of-all-trades is a considerable understatement. Marketers don't often get the recognition they deserve for having to master so many different software tools, but if there's one profession that requires knowledge of more tools than a Swiss army knife, Digital Marketing is it.

Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn't, in real time.

Wisewell works with clients to help marketers monitor things like what is being viewed, how often and for how long, sales conversions, what content works and doesn't work, etc. While the Internet is, perhaps, the channel most closely associated with digital marketing, others include wireless text messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television and radio channels, etc.

Consumers are connecting and interacting with media and brands in more sophisticated and engaging ways than ever before. Hiture help you understand, down to the last eyelash, who your most valuable consumers are and how they behave.

Consumers can seem fickle and contrary, but when you have the right information they're actually pretty predictable. We make it our business to measure and understand them from every angle, then give you the tools and insights to make informed decisions. When you know all that we do about your consumers, you can take action that grows your business.

For every action your consumers take – making a purchase, watching an advertisement, browsing a store, surfing the internet, engaging in social media – there are an infinite number of data points. Our unique ability to bring multiple sources together means you'll spend less time harmonizing data and more time putting the consumer insights to use.

Whether you need to know about current or potential consumers, we have the measurements, solutions and methodologies to help. Tailored to align with your business objectives, our Consumer Insights solutions put data into perspective so you can understand what you're doing right and where and how to improve.

Today's fast-paced, turbulent world-marked by globalization, a larger number and variety of stakeholders, and economic, political, and social instability-abounds with unprecedented complexity. Organizations that thrive in this context of risk have the courage to reinvent the playbook for talent and leadership excellence. They consistently surpass performance targets by proactively shaping their portfolio of human capital to match their strategic ambitions.

Wisewell offers innovative analytical solutions that enable clients to secure sustainable leadership and an advantage in attracting and retaining outstanding talent.