We know–models can be intimidating, but as the need to add analytics and science to our work continues to increase, models have become one of the primary vehicles every marketer needs to know how to develop and leverage.

If you've already dived into the deep end on models, congratulations.

On the other hand, if you're just dipping your toe into the water, have no fear, because while there may be a bit of a current, it is time to venture forth.
 
Mathematical models help us describe and explain a "system," such as a market segment or ecosystem. These models enable us to study the effects of different actions, so we can begin to make predictions about behavior, such as purchasing behavior. There are all kinds of mathematical models-statistical models, differential equations, and game theory.
 
Regardless of the type, all use data to transform an abstract structure into something we can more concretely manage, test, and manipulate.

As the mounds of data pile up, it's easy to lose sight of data application. Because data has become so prolific, you must first be clear about the scope of the model and the associated data sources before constructing any model.
 
So you're ready to take the plunge–good for you! So, what models should be part of every marketer's plan? Whether a novice or a master, we believe that every marketer must be able to build and employ at least four models:

1. Customer Buying Model: Illustrates the purchasing decision journey for various customers (segments or persona based) to support pipeline engineering, content, touch point and channel decisions.

2. Market Segmentation or Market Model: Provides the vehicle to evaluate the attractiveness of segments, market, or targets.  More about this in today's KeyPoint MPM section.

3. Opportunity Scoring Model: Enables marketing and sales to agree on when opportunities are sales worthy and sales ready.

4. Campaign Lift Model: Estimates the impact of a particular campaign on the buying behavior.
 
These four models are an excellent starting point for those of you who are just beginning to incorporate models into your marketing initiatives.

For those who have already developed models within your marketing organization, we would love to know whether you have conquered these four, or even whether you agree these four should be at the top of the list.

As always, we want to know what you think, so comment or tweet us with your response!

Laura Patterson is president and co-founder of VisionEdge Marketing, Inc., a recognized leader in enabling organizations to leverage data and analytics to facilitate marketing accountability. Laura's newest book, Marketing Metrics in Action: Creating a Performance-Driven Marketing Organization (Racom: www.racombooks.com ), is a useful primer for improving marketing measurement and performance.

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