NEW YORK--(BUSINESS WIRE)--One of the biggest challenges facing every marketer is the dilemma of how to measure the true effectiveness of a marketing program. What worked, what didn’t, and how can it be accurately measured? Paradysz, the audience development agency that helps clients make the most informed decisions to connect with great customers, has developed a performance-based approach to address this issue; and it’s being met with rave reviews.
In the recently published white paper, Multichannel Attribution: A Performance-Based Approach, Paradysz, first defines the core of the issue: marketers have spread their resources across multiple distribution platforms, including traditional media, attempting to leverage all avenues. The result is that there is overlap, redundancy, and a lack of sustainability. Paradysz recommends that good decisions require analyses of how multichannel marketing efforts influence one another.
“The ultimate goal is to maximize the impact of limited resources by the most effective allocation of those resources across multiple channels. This enables the allocation of marketing dollars to be optimized and is the basis of a competitive advantage,” said Rob Stagno, president, Paradysz, and author of the white paper.
Among other conclusions, Paradysz identifies that successful companies have employed a stepwise approach, which moves from siloed channel-metrics towards true cross-channel analysis. The focused approach helps overcome organizational resistance and yields actionable data that allows the marketing and sales teams to react quickly to shifting buyer behavior, which reinforces the value of the multichannel analytic process in a positive self-reinforcing cycle.
“In this uncertain economy, growth is a competitive imperative. Stagnant companies are simply dying out. Marketers perceive the need to do a better job evaluating their marketing allocation and measuring the efficacy of their programs. Complicated multichannel go-to-market systems present an especially difficult problem set that eludes easy analysis and is not currently well-served by commercially available analytic suites. The Paradysz analytics go far beyond the standard techniques and yield information that is most meaningful to the marketer,” said Stagno.
Multichannel Attribution: A Performance-Based Approach is available for download on the Paradysz website at www.paradysz.com.
About Paradysz
Paradysz is an audience development agency that helps clients make the most informed decisions to connect with great customers. Experienced in direct mail, online, print and insert media, the company takes full advantage of a range of analytical solutions, consumer behavior intelligence and media research, using ROI metrics that deliver and retain customers. With a client list that’s a “Who’s-Who” of premier nonprofit and commercial organizations, Paradysz has demonstrated solid successes in helping companies achieve measurable marketing goals.