商业组合分析

Commercial Analytics is Analytic Partners’ proprietary solution that is the foundational analysis of our Unified Measurement offering. At the center of the framework is Commercial Modeling that can be augmented with brand, customer, operational, and touchpoint analytics to provide strategic and tactical results with both granular customer and full business views.

Unlike traditional Marketing Mix Modeling (MMM), which is essentially a model with explicit functional forms, Commercial Analytics is a framework or, in other words, a modeling and decisioning system. This decisioning system is holistic and addresses the full business and by being adaptive, can incorporate multiple dimensions tailored towards key decision lenses. This proprietary method enables multiple views of a business for business impact. As a holistic solution, Commercial Analytics is not biased with a media-only or marketing-only view. It provides integrated business, brand, campaign and customer views within a sophisticated framework. By providing a multi-dimensional solution, Commercial Analytics delivers depth and breadth and integrates multiple KPIs, brands, sales channels. This provides full campaign understanding, as well as insights for omnichannel route to market, personas for customer insight and granular details such as geo-spatial / location views.

By blending advanced Machine Learning (ML)/Artificial Intelligence (AI) techniques with statistical and econometric models in a holistic and integrated system, supplemented by learning experimentation, Commercial Analytics is the next evolution of business performance measurement.

Commercial Analytics can identify strong or weak performance drivers and provide deeper insight by diving into the root causes of that performance. This is done through associating performance driver results with granular details – for example, marketing driver details in areas such as campaign execution, customer segment differentiation, operation factor variation, and long-term impacts. This systematic approach produces deeper and more actionable insights than a strategic MMM, offering tangible and operational activation plans in media optimization, customer targeting, and campaign/channel management. Overcoming the limitations of other solutions, Commercial Analytics is:

• More granular – by Geography, Store, Channel, and Persona
• More holistic – goes beyond media and marketing for a full business view
• More flexible – enables multiple views of data and insight to address a spectrum of strategic & tactical questions
• More adaptive – integrated with experimentation, brand, customer, and touchpoint analytics
• Faster speed to insights – allows for modeling advancements such as always-on Live Models enabling quicker data and model updates