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Break through the Fear of Finding Out. It’s time to prove marketing’s value.

Actually, there is nothing to be afraid of. With Proof you know that you will improve company profits. You will have the right information to adjust the marketing mix and to reach set goals faster.

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Proof approaches analytics differently

ROI. Cash flow. Revenue. Margins. With Proof, you can demonstrate how your team impacts your most critical business metrics. From Marketing and Comms to the office of the CFO, Proof provides definitive evidence of cause-and-effect relationships at every level of the enterprise. 

How to get back into the driver's seat

Marketing and communications are powerful, provable multipliers of many different areas of business performance. Yet many marketing and communications teams continue to have a hard time demonstrating the business value of the great work they do.

Today more than ever before, the C-suite wants to know the answers. What’s working and what’s not? How much should we be spending on Marketing versus Sales? How long does it take for the different parts of Marketing to achieve ROI? If we spend more on Marketing, will we get more value, or are we close to the point of diminishing returns?

These are questions you can answer based on Proof.

The most important fact for all people in marketing

The core of the analytics problem is that our brains can't process more than 4 variables with any accuracy. The average B2B marketing organization measures between 15 and 250 independent variables and B2C companies can run the gamut, with Consumer Package Goods (CPG) companies often running up to thousands of variables.

No matter your situation, you've got far more moving parts than you can possibly analyze without help.

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How does regression analytics compare with other types of analytics?

Scientists and researchers have used powerful regression analytics (often multi variate regression) to better understand the many cause and effect relationships in the world around us. The good news is this math is extremely well-suited to understanding the multiplicity of factors driving business performance, including their relative relationships to one another and their relative significance.

This is why visualization tools (like Tableau, Power BI or Qlik) or multi-touch attribution tools (like Neustar, Visual IQ, Marketo and Google) are not enough when proving the business impact of different marketing activities. They can be a good support when mapping out the customer journey and/or for tactical changes. But for analyzing business value with all +15 variables, they are not enough.

Book a 15 min call to explore Proof Analytics and what we can do for you.

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Traditional Marketing Mix Modeling: the golden standard for many large B2C and B2B companies

Even if they haven't used it, many marketers and communications pros will recognize Marketing Mix Modeling,  or MMM, as the application of deep math and econometric-style analytics to better understand the extent and causes of marketing's impact, value, return on investment, and time-related escalation and decay.

Its biggest challenges has been the long time between feeding the data and seeing the analysis (weeks to months). The dependency on PhDs in mathematics also leads to high costs regardless of whether you employ a data science team or use consultants. As a consequence is that most large companies that use MMM do it for a handful of countries out of a 100. And they do it once or twice per year, instead of every month.

Automated Marketing Mix Modeling

Proof has automated the powerful regression analytics that data scientists use to understand other network effects (like climate change). Its perpetual computing platform absorbs data as it comes available -- no more batching -- and delivers instant updates. You get the answers and the proof you need in minutes, instead of weeks or months.

This means that Data Scientists can focus on the actual analysis instead of doing all the hard work with time consuming statistical tests.