Overlap of MR and CRM analytics (Hybrid Analytics)
Consumer or MR analytics is defined as the analytics done on sample or survey data, while CRM analytics is defined as the analytics done on customer transaction data. Most organizations and functions within organizations specialize in either of these. The best CPG companies routinely use MR analytics to mine nuggets of consumer insights while credit card companies, telecom companies and retail companies have unlocked value by analyzing and acting upon their customer data. The advantage of the granularity of CRM data is that it has the potential to provide benefits-returns analysis off a specific offer to a specific individual or a group of individuals - it provides answers to 'Who', 'What' and 'When'. This often results in clients not bothering to understand the 'Why' behind the customer behavior, something that CPG companies try and understand to a great depth as they do not have the luxury of modeling behavior at an individual customer level.
Marketics is unique in its expertise in both forms of analytics - MR and CRM or brand and behavior. It also has several successes in overlaying MR analytics on CRM analytics to create consumer behavior models that are superior to either MR data only or CRM data only based models.
Its 'data stitch' tool uses sophisticated data base technology and advanced analytics techniques (like link algorithms and inferential profiling) to integrate and model customer data from MR sources and CRM data sources.
An example of this is when Marketics used its 'data stitch' tool to segment a client's customer transaction data base to come up with behavioral segments which were then transposed on to a MR data source to add customer attitudes to the segment profile, resulting in a deeper customer understanding than was ever possible.