The growing need to deliver dynamic customer requirements is enabling companies to give insights that would help increase customer experience, which in turn leads to the growth of the analytics market. To determine

Since, economic models cannot capture some dynamics, which affect markets and increase market volatility, such as human emotions and sentiments, it is, therefore, necessary to constantly revaluate them before making any investment and business decisions.

The integrated Marketing Testing Model has been designed to account for market dynamics to capture both tangible and intangible variables. It provides analytics insights that help the key areas of improvement in business processes, customer requirements, and omnichannel platforms while exploring the sentiments and behavior of customers to improve customer experience.

The acquired data is used to construct a customer value ladder and experience gap map, which helps to determine target market, sales, and customers as well as to monitor the market dynamics, manage the business, and customer requirements towards maximum achievable revenue and retention.