No, Really: Marketing Analytics Doesn’t Have to Suck

Alight Analytics Alight Insights

Alight Analytics is unveiling a bold new approach to marketing analytics, one that promises a third option to marketers who have traditionally had to choose between software or a consulting engagement. 

Alight has created a suite of solutions that combine the speed and power of software with the flexibility and expertise of a custom consulting engagement to put relevant, actionable insights right into the marketers’ hands.

Each of Alight’s turnkey solutions can give marketers everything they need to produce sophisticated analysis of marketing campaigns – without requiring them to have advanced data expertise.

  • ChannelMix, Alight’s best-in-class marketing intelligence platform for automated data workflows
  • Turnkey marketing dashboards for automated reporting
  • A comprehensive library of services, covering data strategy, training, Google Analytics consulting and more
  • Built-in attribution, predictive analytics and media mix modeling
  • Technical support and maintenance

Alight is introducing dedicated solutions for a range of marketing disciplines, including paid media, social engagement, website performance, ecommerce, lead generation and agency analytics

Each one is outcome-focused, providing the KPIs and insights that help marketers answer their most important questions and pursue their unique goals. Best of all, no coding, querying or advanced expertise is necessary.  

Matt Hertig and Michelle Jacobs, Alight’s co-founders, talked about how the company’s new solutions suite works and why it’s a game-changer for data-minded marketers. 

Matt Hertig and Michelle Jacobs
What Is a Solution? 

Matt Hertig: It’s a revolutionary approach to marketing analytics that combines the best of software and the best of consulting. We’re giving marketers an experience that is custom but also highly automated. No one else is doing that. 

The idea behind solutions is to put analytics in the hands of every marketer who wants it in a way that makes sense for them. It has to align with their business goals but also how much they want to bite off in terms of the level of analysis they want to be able to do. Some of our clients are focused solely on reporting, and that’s completely understandable. But if you want to eventually evolve your ability to produce more in-depth insights with attribution and predictive modeling, Alight’s solutions provide a path to doing that as well. 

Why Did Alight Create Its Suite of Marketing Analytics Solutions?

Michelle Jacobs: We saw a gap in the industry. Self-service software — tools like Datorama, Tapclicks, Domo, Improvado — continues to fail marketers, either requiring data management expertise they don’t have or lacking in customization for their unique campaigns and goals. Custom consulting can take months to build just a single report and years to build a media mix model, and even if they can afford the time, it is often cost-prohibitive.

At the end of the day, marketers want answers — that’s the whole point of marketing analytics. Our solutions deliver those answers and alleviate the pain points we have been hearing from the industry over the past 12 years.

How Will Alight’s Analytics Solutions Help Marketers?

Michelle Jacobs: We want our clients to devote the majority of their workweek to higher-level efforts like insights, optimization and planning, where they add the greatest value. They don’t need to spend time constantly managing their software or recruiting data scientists and report builders.

Matt Hertig: Analytics can be very powerful for marketers. And we want to make sure they’re set up for success, that it’s not just a one-and-done project, but a part of their long-term marketing strategy.

That’s why each solution packages analytics capabilities at different levels of sophistication. If you’re a veteran analyst who’s already employing media mix models and attribution, Alight can make your job easier. And if you’re just getting started, you’ll be paired with a team of analytics experts who’ll give you a roadmap for long-term success. 

Interested in trying out one of Alight’s next-gen analytics solutions? Try one free for 30 days when you sign up at this link