Dale Hanson, Data Science Manager
Marketers today place a significant emphasis on data to make informed decisions and measure campaign effectiveness. However, they are exposed to a rapidly growing amount of data from endless disparate sources, including data that weren’t considered before, such as intentdata. Organizations thus struggle to understand the information and leverage it to realize their marketing goals. Further, the data silos spread across the organization create decentralized data and hinder insights, making this scenario snowball into a bigger roadblock. Helping marketing organizations harness the power of data to increase conversion and marketing ROI is Chicago-based Aptitive. Utilizing its data management, analytics, machine learning, and business intelligence capabilities, the company builds solutions that transform data into actionable intelligence to make data-driven marketing decisions. “We provide a well-defined long-term strategy to help clients leverage data as an asset and ensure success,” says Dale Hanson, Data Science Manager at Aptitive.
From strategy to data management to data consulting, Aptitive provides modern data, analytic, and machine learning solutions, giving a competitive edge for its clients. The typical engagement of Aptitive begins with a conversation regarding their unique goals and challenges. The company then defines a high-level strategy that aligns with the desired tech stack and recommends different tools and architecture based on client needs.
We provide a well-defined long-term strategy to help clients leverage data as an asset and ensure success
Aptitive cleans and integrates data from all disparate systems to a centralized data hub, making it more accessible to the marketing team. The proprietary Aptitive ETL Toolkit can be implemented for any technology to speed up the integration process and increase auditing power. With more than 20 years of experience in architecting data warehouse solutions, Aptitive also creates a data warehouse as the foundation to a successful business intelligence platform such as Tableau or Power BI and predictive analytics, providing a consistent view of data. The company offers custom dashboards helping clients visualize customer and demographic behaviors in the form of KPIs, graphs, and trend charts that inform meaningful and strategic campaigns.
Aptitive allows machine learning models and AI for predictive analytics and decision-making, anticipating customer needs/preferences. The company creates custom, data science driven attribution model to optimize marketing budget and maximize marketing ROI. The model accurately identifies the top and bottom marketing channels in terms of ROI. It helps clients to measure individual campaign effectiveness and understand customer interactions to deliver a more personalized experience.
They can also improve customer segmentation and cohort analysis. The implementation of these solutions is carried out in quick phases like sprints of two or three months, producing fast results. Aptitive also ensures long-term success through training and documentation. The company takes the utmost care towards data governance and security, providing robust encryption through a structured approach.
Apart from marketing, Aptitive has implemented tailored critical data solutions across several industries and functions, including healthcare, insurance, retail, legal, and manufacturing. Unique to the company is its tech-agnostic approach that allows them to build the right solution for organizations with the leading cloud platforms, data management, analytics, and data science technologies.
Highlighting the efficiency of Aptitive’s solutions, Hanson recalls an instance wherein the company helped a client in the finance industry segment customers who took loans through them. Aptitive integrated data and built a data model that would run daily, creating these segments with machine learning methods. They also included other quantitative factors to build out the algorithm on top of it. This enabled the client to obtain useful insights providing a better idea about customers. Utilizing the data solution, the client was also able to improve their conversion rate and customer retention.
With ingenious services and solutions proving aptitude and innovation are not just combined in its name but its principle as well, Aptitive continues to leverage advanced technologies and assist organizations in maximizing their business value from data.