The Lost Marketer

Many marketing and sales organizations work with separate tools for analysis and planning tasks; some don't have any designated tools at all or even resort to using tools that are not interconnected and only function within siloed environments. One-off marketing analytical projects, which are both time consuming and expensive, are being implemented. Consequently, our business studies reveal that marketers spend between 30-70% on non-core marketing tasks, losing critical resources that should instead be spent on investigating and satisfying customer needs.

Consequences of inaction

The consequence of this apparent disjoin is that the marketing decision-making cycle is broken and the competitive strength is severely reduced. Valuable time is not invested in innovation, product development or sales. Potential revenue opportunities are missed out, just because the insights are not available and decisions are just too late or nonexistent. Our benchmarks show that organizations work 50-80% less efficient than they should do, and between 5 and 25% of revenue growth opportunities are missed out in the short and long term.

Potential gains

Our experience with big brand portfolio owners shows a lower cost of ownership and vastly improved quality insights, at speed. There are no trade-offs anymore between faster insights, lower TCO’s and high quality, because of the technologies we apply. Powerful examples are reduction of analysis and planning cycles up to 80% and beyond. The tools we build have a strong artificial intelligence foundation to generate a whole new depth of insights and foresights based on big data and shed light on the future performance of your business. Revenue improvements of at least 5%, but in certain cases even more than 20%, are achievable.


Each Application fulfills a specific marketing task, and all tap into the same harmonized data intelligence platform. An effective marketing analytics and planning system, which covers market insights and management reporting, marketing effectiveness analysis, forecasting and budgeting, and also practical planning of all advertising and promotional plans. Centralizing these core marketing tasks further automates workflow and increasingly optimizes the resources at your disposal. Previous cases have shown that the implementation of these can lead to revenue improvements between 5-30% and savings of up to 80% throughout the department, (contact a consultant to discuss optional benchmarks).