o Developing analyses that focus on return on marketing investment.
o Building reporting that best explains business fluctuations.
Statistical Model Development
o Developing models that explain the drivers in databases or third
party data that denote purchase of a specific product or service.
o Creating models that will predict those most likely to purchase a
product or service in the future. When marketing costs are available, a
gains table of expected financial results can also be created.
o Building predictive (regression) tools that allow operational
managers to understand their resources needs and expected sales as
other business factors change.
o Overseeing the implementation of models into production with IT
departments, to insure that the predicted revenue and cost savings
Marketing Database Design and Development
o Developing objectives/scale for database efforts.
o Managing development process.
o Creating database structures and loading data.
o Testing validity of data, data entry, and data output objects.
o Auditing data systems, focusing on product and service implementation tracking
o Tracking operational processes, denoting problem or bottleneck areas.
o Quantitative and qualitative survey research.
o Consumer behavior and customer satisfaction focus.
o Forecasting the profit and loss impact of strategic and tactical marketing moves.