Experience relationship management platform AnyRoad has launched new analytics tools within its Atlas Product Suite
AnyRoad offers a single platform for measuring experience events across online, hybrid and in-person occasions. The solution allows companies to measure the impact of experiential marketing, and is utilised by the likes of Budweiser, Honda, Michaels, and Tabasco. It also integrates with CRM, loyalty, ERP, and POS systems to build wider models of loyalty impact across the business.
The new offering allows brands to utilise self-service analytics capabilities for data segmentation, benchmark comparison and optimisation.
“For years, we’ve been helping brands measure and prove the ROI of their experiential programmes, something that had never been done before, but questions about the ‘why?’ still remained,” said Jonathan Yaffe, co-founder and CEO of AnyRoad.
The new features include:
- Custom segmentation to help companies understand the impact of experiential programmes on different sets of customers
- Industry benchmarks for brands to compare their experiential data, in order to prioritise investment
- Feedback analysis with natural language processing to better understand positive and negative experience
“Now, brands can take a closer look at their experiential data to understand exactly why their experiences drove certain outcomes across certain segments,” said Jonathan Yaffe. “Answering ‘did my experience drive a sale?’ is certainly valuable, but knowing ‘why did my experience drive a sale?’ has a longer-lasting impact on both the brand and customer.”
Back in August, the company debuted AnyRoad Live, a field marketing data collection solution for capturing, measuring and managing first-party data for field-marketing experiences.
“We built AnyRoad Live to empower brands to measure and optimise the impact of their experiential programmes, and scale these incredible experiences to strengthen relationships with global consumers,” said Jonathan Yaffe at the time.
