Tenet Partners has launched an advanced marketing analytics practice focused on applying machine learning, artificial intelligence and natural language processing to help marketers build, manage and optimise branding and innovation initiatives, thereby shifting their focus from hindsight to foresight—from reactive to proactive. The new practice, underpinned by a novel framework of interconnected models, is grounded in applied data science.
Leveraging technology to generate customer insight has become a key part of marketing and brand building. To this end, marketers have implemented a wide range of mar-tech solutions, customer experience management systems and research programs. These efforts have yielded a vast quantity of data, but much of its potential value remains untapped.
The next major task facing CMOs is to maximise the value of these investments by bringing the data together to see the bigger picture, create predictions and be more prescriptive in both brand strategy and tactics. The issue is finding a way to do so effectively and efficiently.
This is far more than an exercise in traditional business intelligence and analytics. The challenges and complexities of joining customer, transactional and operational data across the enterprise—some of it unstructured data such as the content of emails and text messages—can be monumental. So are the opportunities: making use of data science to drive innovation and digital transformation offers exponential upside potential.
Tenet’s interconnected models are built on the premise that data science is both transformative and scalable. Every marketer can start with the data that is available today and grow capabilities over time, adding new data sources and making new connections as they proceed down the path of digital transformation.
Through extensive and in-depth development, this novel approach enables clients to connect disparate data sets along with external data sources to produce advanced forecasting, predict business outcomes and optimise ongoing brand investment strategies. In addition, the dynamic framework provides real-time consumer sentiment, insight into purchase drivers, predicts consumer behaviours and observes customer experiences.
In keeping with the philosophy of human-centred design, Tenet will combine deeply rooted design and systems thinking skills with the computational power of cloud computing and our proprietary data models to yield compelling insights, create a deeper understanding of customers and deliver digital transformation at scale.