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Big Data Journal Authors: Pat Romanski, Yeshim Deniz, Trevor Parsons, Elizabeth White, Adrian Bridgwater

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New Eye On Enterprise Marketing ROI Suite Provides Proof of Marketing’s Financial Performance

Black 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 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 sufficiently 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 improved performance.

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 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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