The Marketing Analytics Landscape

With so many marketing messages competing for the attention of consumers, it is imperative that marketers understand which are resonating and which are not. How strong is your brand? Which campaigns are resonating? How shall I allocate my scarce marketing dollars to maximize return on the investment? How should I allocate credit for conversion? The answers will determine how reliably your marketing will result in growth.

How C5i’s Marketing Analytics Solutions Help

A collection of data-oriented solutions that will provide insight into optimizing messaging, campaigns, and spend

Marketing Data Cloud synthesizes customer & marketing data across enterprise systems

Integrated, “always on” Brand Measurement provides near-real-time insights

Campaign Analytics generates insights and enables action

Marketing Mix Optimization enables real-time marketing spend decision-making across channels

AI-driven Multi-touch Attribution model guides strategy based on real-time channel performance

Marketing Data Cloud

C5i’s centralized, AI-powered Marketing Data Cloud (MDC) platform consolidates marketing and sales data from multiple first-party sources [CRM, sales, email marketing, advertising channels like Google Ads, Amazon, Walmart, Meta, and Nielsen, etc.] with second-party and third-party data [demand-side platforms (DSP) and customer data platforms (CDPs)] into a unified common data model—creating standardized data that can be used with analytics tools and data science models to enable advanced marketing mix modeling and cross-channel performance analysis.

Make the Most of Your Marketing Data

Solutions for AI-powered Decisions and Actions

A combination of solutions to help marketers measure and optimize their marketing investments

Brand Measurement – that tells you how your investments are paying off over time

C5i’s Brand Measurement integrates data sources like social media and primary research to provide an understanding of the factors influencing brands today. Leveraging both qualitative and quantitative approaches, we connect dots across the broader market landscape to reveal the interplay between brand health metrics and customer-generated data.

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Campaign Analytics – that answers the question: “What’s working?”

C5i’s Campaign Measurement provides you with the insights you need to optimize and execute campaigns in real-time. Our Campaign Analytics solution assumes our clients will have myriad data sources. As capable with digital campaigns as unique in-store trade promotions, it enables you to forecast and perform what-if scenario analysis and report on effectiveness to all stakeholders in real-time.

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Marketing Mix Optimization – to help you decide where to place your chips

C5i’s Marketing Mix Optimization is based on an AI engine that delivers real-time ingestion and streaming of campaign data. Acquire deep understanding of the omnichannel media mix. Understand optimization opportunities across customer journeys. Link marketing investments to brand perceptions from brand tracking studies. Business-friendly simulators to create what-if scenarios. Models to identify optimum channel combinations for specified sales outcomes.

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Multi-touch Attribution – to assign credit where credit is due

By integrating a variety of data sources across 1st, 2nd and 3rd parties, C5i’s Multi-touch Attribution solution provides a complete view of audiences. This helps marketers know their customers and how they engage across media channels during their purchase journey. Our simulators create user-defined scenarios to enable easy assimilation of insights. We provide path diagrams showing all channel effects as well as accelerators to automate analysis – with human supervision.