New partnership helps retailers develop innovative marketing

Marketing Management Analytics, a marketing analytics company, has formed a strategic partnership with the EMM Group, an enterprise management company, to offer marketing services designed to help retailers better use sales analysis results to develop online marketing plans.

Under the agreement, Marketing Management Analytics and EMM Group will offer clients an integrated marketing transformation framework that couples Marketing Management’s capabilities in marketing insights and measurements with EMM’s expertise in processes and tools for marketing strategy, marketing planning and marketing knowledge management.

Many companies spend time and money on analyzing how different marketing channels affect sales but never follow through with marketing practices that reflect those results, says Randy Stone, CEO of Marketing Management. The partnership is designed to be the next step in marketing effectiveness by putting insight into action and developing innovative marketing processes.

Marketing Management analyzes a retailer’s sales data and the money spent on various marketing channels, such as online marketing or e-mail, and develops a return-on-investment metric for each channel. Then the company suggests ways to reallocate marketing spend to boost ROI, Stone says.

But many times, retailers don’t know how to use the data to alter their marketing strategies. “Half the battle is doing the analysis and reporting the results, but the other half of the battle is having a process in place so you can transform the way marketing is done,” Stone says.

Through their partnership, the two companies can provide retailers both an analysis of the success of various marketing strategies and a plan for putting that information to work, Stone says.

“We see this partnership as a tremendous opportunity for two thought leaders to come together and grow,” says Hunter Hasting, managing partner at EMM. “With MMA and EMM partnering, we can provide companies with the analytics, insights, processes, tools and skills to become more effective marketers.”