|[January 17, 2013]
New Eye On Enterprise Marketing ROI Suite Provides Proof of Marketing's Financial Performance
BOSTON --(Business Wire)--
Ink, a business unit of Winsper,
today announced the release of its Eye On Enterprise Marketing ROI Suite
that gives a company empirical evidence of marketing's contribution to
the bottom line. Eye On is the only real-time, SaaS (News - Alert) solution that has
complete financial analytics intelligence built-in. It reports on more
than 50 interdependent key performance indicators (KPIs) across
Marketing ROI, Customer ROI, and Business ROI. It works with any
database environment, including enterprise resource planning (ERP),
sales force automation (SFA), marketing resource management (MRM),
marketing automation (MA), and point of sale (POS).
A number of recent studies show that 75 percent of CEOs are not
convinced that marketers
understand ROI [infographic]. On the other hand, 75 percent of CMOs
understand that return on marketing investment (ROMI) will be the
primary measure of their effectiveness, but only half feel sufficietly
prepared to provide hard numbers.
"Eye On delivers the hard data that CFOs and CEOs have been asking their
marketing teams for since - well, since forever," said Jeff Winsper,
president of Black Ink. "Campaign ROI is important, and Eye On measures
it, but campaign measurement alone falls short of what finance or the
boardroom requires to measure success. Eye On delivers the bottom line
numbers about marketing's specific contribution to the business metrics
that matter most such as revenue, margin, growth, acquisition, and sales
productivity. Eye On is the solution that finally gives marketers the
ability to demonstrate their proof of fiscal performance," said Winsper.
Winsper said Eye On goes beyond other analytic tools by giving marketers
not only the answer to "What is my ROI " but deeper questions as well
including "Where did the return come from, who did it come from, and
when can I expect it " thus allowing for better marketing planning and
Ken Waldron, National Marketing Manager at STIHL, which uses Black Ink's
services said, "Because Black Ink was able to leverage years of customer
data, combined with their proprietary analytical models, we now can
focus our planning and marketing investments to achieve the best ROI."
Winsper said that while marketers understand that they need to deliver
quantitative, not qualitative numbers, many don't have the right IT
tools to ferret out the answers. He noted, "Eye On makes sense of all of
the big data that currently exists within a company's system by running
it through our proprietary algorithms and gives executives a flexible,
easy, and immediate access to the hard numbers."
The Eye On Enterprise Marketing ROI Suite is available in three
progressive modules: Marketing ROI, Customer ROI, and Business ROI. Each
module reports on its respective KPIs and contributes to a collective
Enterprise Marketing ROI Index.
The Eye On Enterprise Marketing ROI Suite is cloud-based, has
customizable layouts, and can be viewed on desktops, laptops, tablets
and mobile devices. It is available either direct to companies or can be
licensed through third parties. Online demonstrations are available at www.winsper.com/blackink.
About Black Ink
Black Ink, a business unit of Winsper, develops innovative technology
solutions and provides deep analytical services for today's marketing
leaders. Black Ink's current offerings include the Eye On Enterprise
Marketing ROI Suite, Marketing Digital Asset Management and the Black
Box (News - Alert) Science Lab. Winsper is a charter member of the Marketing
Accountability Standards Board. For more information visit www.winsper.com/blackink.
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