The marketing arena is replete with a deluge of data, and challenges often lie in the communication gaps that can exist between the team working on the data, and the team that uses the intelligence to make marketing decisions. Most often, marketers do not have enough knowledge about data, or data warehousing. The associated technical teams may not have in-depth knowledge about marketing to collate insightful reports. “Recognizing these gaps, we have built our data aggregation platform called ChannelMix to provide control over how data is organized and displayed,” remarks Michelle.
Hertig describes Alight as a full service marketing analytics firm. “The need is to string data together to maximize the per¬formance of marketing,” he says. Alight’s marketing analytics platform, ChannelMix, is designed to import, store, and cleanse, any kind of marketing, sales, customer, or performance data.
Alight offers three ChannelMix solutions. “The difference between the three products is based on how you want to work with the data,” adds Michelle. All the offline and online marketing data sources are aggregated into Alight’s ChannelMix Data Warehouse solution. For companies that have dedicated analytics teams, the ChannelMix Feed platform presents this cleansed, analysis-ready data in a determined frequency and structure that can be utilized easily by existing on-premise systems and processes. Companies and agencies that don’t have the infrastructure to host the data can call on the ChannelMix Self Service solution.
Alight’s core competency lies in web analytics implementation. The company’s proficiency in data sciences enable clients to build very sophisticated predictive models, helping them to dive deep into planning and prediction. The in-house team also builds customized dashboards for reporting while being proficient in Tableau.
Enroute to managing, monetizing and maximizing the marketing spend, the company is continually innovating its platform. “We continue to build out-of-the-box multi-channel and omnichannel modeling services to better target marketing investment and predict results,” concludes Hertig.