Our journey began when direct marketing customers asked us for better marketing planning tools. These marketers were regularly pressed to make time-critical and complex marketing decisions, but they were working from a collection of ad-hoc spreadsheets.
They asked us for a set of planning tools to run their marketing system that would help them see the big picture, with the power to dive down into the details when necessary. The tools we built evolved into the UpStream Planning and Reporting solution.
Another set of customers wanted a clearer understanding of the incremental impact each marketing investment had on their sales, or what is known as "revenue attribution." Lacking the intelligence needed for effective planning and frustrated with the limitations of last-click attribution, they were clearly ready for new thinking. As statisticians, we decided to apply hazard-model methods from epidemiology research to their historical data to build an Advanced Revenue Attribution model. Our method is unique in the marketplace for two reasons:
- It takes into account the decaying effects over time of a marketing effort, and
- It is built custom for each client based on their data.
These needs were previously unmet in the marketplace, and when they collided at a big multi-channel retailer, the concept of Marketing Performance Management was born. Our goal is to:
- Combine advanced revenue attribution with a set of comprehensive planning tools;
- Build complete and integrated marketing plans; and
- Optimize spending based on accurately knowing the key revenue drivers.
Take your marketing performance further with UpStream. Contact us today.