The enterprise sales sector has been transformed by customer-related big data, but that data is only as good as a company’s ability to analyze it and derive actionable insight. That is why marketing analytics has emerged as such an exciting and powerful tool. To identify proven experts in this space, Google Cloud recently launched a new Partner Specialization for Marketing Analytics. Naturally, Maven Wave has already earned the badge.Gartner’s latest quarterly IT spending forecast delivers big news about the cloud’s role in global IT expenditures. The firm expects worldwide IT spending to reach $3.8 trillion this year, rising 3.2% over 2018, as the company points out here. A major driver of this growth is the enterprise software segment, which is projected to increase 8.5% this year and another 8.2% in 2020 – reaching $466 billion that year. Organizations are expected to shift more of their budgets to software-as-a-service (SaaS) in 2019.
This is our eighth Google Cloud Partner Specialization; the list includes Application Development, Cloud Migration, Data Analytics, Enterprise Collaboration, Infrastructure, Location-Based Services and Machine Learning. For all specializations, we go through a comprehensive assessment, demonstrating expertise, results and investment in four key ways – through technical capabilities, trained and certified staff, proven success and a detailed business plan. With this specialization added to our toolbelt, our clients can have confidence in our proven ability to harness Google Cloud Platform to deliver marketing insights. Keep reading for two of our customer success stories in Marketing Analytics.
A Market Share Increase Is Brewing
A large beer manufacturer brought Maven Wave in to help their team better understand which new audiences to target. The company wanted to increase sales opportunities, reduce blind spots in the data and, ultimately, boost market share.
Maven Wave integrated the manufacturer’s market data with Google Maps and Places to define customer segments and prioritize sales efforts using a variety of geospatial and machine learning techniques. By combining historical sales data with point-of-interest information, Maven Wave provided the client with machine learning applications that:
- Created location “profiles”
- Recommended the best assortment of products to offer to each location
- Predicted the probability of sales success at each location
Thanks to this solution, the company was able to improve the time utilization of its sales team and increase close rates.
Making Smarter Marketing Decisions with Cloud-Based Analytics
Maven Wave also helped an international retail chain improve its customer segmentation modeling and gain further insights into marketing program effectiveness. The company wanted to respond to more frequent and dynamic market opportunities.
Maven Wave employed Google Cloud’s Cloud Storage, Compute Engine and BigQuery to create a cloud-based analytics platform for this chain. This solution helped the team easily extract insights from data and make smarter marketing decisions.
To learn more about Marketing Analytics with Maven Wave, click here.
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