Member Article

New tool will enable brands to predict revenue

Emarsys, a leading provider of cloud-based marketing technology, has launched Smart Metrics a new tool which makes predicting the success of a marketing campaign a reality.

Digital marketers have long craved the ability to make informed decisions on spending to convert, retain or win customers back. With Smart Metrics they can now predict revenue, purchase and engagement patterns, and make smarter decisions about specific customer segments to drive loyalty, revenue and growth.

Ohad Hecht, COO at Emarsys, comments: “We’re converging science and marketing to give online brands the knowledge to improve the effectiveness of their marketing activities. Smart Metrics enables marketers to see clearly, on a simple dashboard, when they are successfully engaging first time buyers, which products are selling best, and how much revenue is coming from first time buyers, repeat purchasers or customers they have won back. Marketers are also fuelled with the knowledge needed to ensure their next action, such as a email campaign targeted at customers at a specific lifecycle stage, or with an affinity to a particular category of product, is profitable and a success.

“Spending hours, if not days, analysing data from marketing trials is a thing of the past. Smart Metrics will ensure that retail brands are focusing their resources in the right areas online. Businesses are given updated figures in real-time so they will be able to see the immediate effect of any changes they make. This means highly targeted, effective marketing programmes can then be conducted that result in more satisfied customers and more revenue.”

Predictive modelling algorithms combined with historical data calculate conversion rates and details of the time lapsing between purchases so marketers can correctly estimate when to approach customers with offers and incentives.

This was posted in Bdaily's Members' News section by Emarsys .