Marketing Sciences
Companies are under extreme pressure to reduce operating costs while simultaneously expanding into new markets, creating new offers and broadening customer relationships. Many find that the traditional approaches to attracting and keeping customers are simply not capable of satisfying all these performance goals.
For these organizations, Axafina offers an integrated solution that combines its market-leading customer contact solutions with strategic operating models. By delivering these elements through a unique end-to-end framework for transformation, we are helping organizations reinvent their customer contact model—and realize significant performance gains.
{tab Overview}The fragmentation of communication channels has made it harder and more costly to reach target audiences. Under increased pressure to demonstrate—and vastly improve—return on marketing investment, companies need a better view on where their marketing dollars are going, a better understanding of how well their investment is working, and the ability to change their investment strategy quickly.
Axafina Marketing Sciences helps clients improve performance and accountability across the entire marketing organization, by helping marketing executives answer their most pressing questions:
- How do I allocate a fixed marketing budget across multiple product categories, customer segments and geographies, and maximize the impact on sales?
- Which media should I buy to reach my target audience?
- Am I getting value from my media investment?
- How do I stock, display and promote multiple products in my store to maximize my profit per square foot?
- What is the best way to organize my sales force, and which products should they focus on to generate maximum revenues and profits?
With a scientific, data-driven approach to addressing these issues, Axafina helps companies create a 360-degree view of their marketing investment, and continuously measure, analyze and—most importantly—report on marketing performance. These capabilities and the insights they produce help generate greater profit across product portfolios, geographic regions and customer segments—on a continuous basis.
Never before have marketing organizations had access—through a single integrated platform—to such comprehensive, accurate and timely intelligence concerning the performance of their marketing investments.
{tab Why Axafina}Axafina is bringing the marketing practices into the 21st century, by providing the measurement and automation capabilities that other corporate functions have enjoyed for decades.
In our experience, 30 percent to 40 percent of a typical company’s marketing expenditures do not generate the return they should be. Axafina Marketing Sciences is working to change this situation.
When it comes to analyzing marketing and media effectiveness, Axafina expertise, global reach and innovation lead the industry. Worldwide, our Marketing Sciences practice is comprised of more than 200 professionals in more than 50 countries.
These experts work with some of the top advertisers in the automotive, leisure, telecommunications and consumer goods sectors. By using our hosted service and consulting solutions, marketers can quickly pinpoint the areas where marketing investment is underperforming, and take the appropriate corrective actions.
{tab Specific Services}Axafina offers a complete suite of services for measuring and optimizing the return on marketing investment.
Axafina has the tools, techniques and expertise that clients need to manage their marketing and media spend more effectively. That’s why our auditing and consulting services typically return the initial investment five to tenfold during the first year of service delivery.
- Media Auditing: Our media audit and evaluation service helps companies answer such critical questions as “Did we buy the right media for our plan?” “Did we meet the right quality criteria?” “Are we paying the best price?” Bringing together historic and current advertiser data, Axafina has created the world’s largest source of media knowledge. Our detailed knowledge of media cost and quality enables us to quantify an organization’s current media performance, measure the opportunity for improvement, and identify the techniques and processes required to deliver this improvement. When integrated with our full suite of consulting solutions, these insights enable real-time media tracking and optimization.
- Strategic Prioritization: Tracking the return on marketing expenditures is incredibly complex, especially in multinational companies with large, diverse product portfolios spread across multiple countries and customer segments. Our hosted services, however, are helping marketing executives transcend this complexity and understand how every facet of their marketing investment is performing. These insights enable companies to align their marketing investment with opportunities offering the highest potential profit, and prioritize global spending by brand, category and region.
- Marketing Mix Analysis: Our marketing mix optimization service is a technology-enabled set of tools and processes for measuring the impact of marketing spend across brands, regions, marketing drivers and customer segments. Our unique processes—including proprietary Interactive Future Marketing Response Modeling technology—blend management expertise and planning with historical results.
- Sales Force Optimization: We offer a proven process for optimizing sales force size, which includes the best allocation of sales effort to individual products, three-year sales and profit forecasts and more. Axafina also helps clients evaluate alternative team structures, design better routes or calls within sales territories—including time allocation across the product portfolio—and test the robustness of each new strategy to ensure it creates the optimal sales force structure and resource allocation to meet business objectives and the demands of a changing market.
- Retail Store Assessment: We help organizations create a fact-based understanding of consumer needs, the cost of meeting these needs, competition and the strategic business goals and objectives, and then use these insights to optimize store space and assortment, to increase store traffic, transactions and profitability. Our industry-specific tools give quantified guidance on how to optimize profit per-square-foot by offering the most desirable array of unique items at the lowest possible cost, and pricing and promoting them in a way that is consistent with store strategy and profit objectives.