Every day, new channel and content options are available to marketers, making it more challenging to develop an integrated picture of marketing effectiveness.
To support managing marketing expenditure and its contribution to business or program success, we have developed a comprehensive analytics framework to integrate strategic research with objective metrics to compare the success of alternative directions.
Starting with the pressures of the external business environment, we look at primary and secondary research, the development of strategy, its translation into messaging and media selection, measures of effectiveness and the efficiency of resource allocations.
THE MARKETING AND DATA ANALYSIS CYCLE
Define the business challenges, competitor landscape and outcomes to be achieved.
Discover the detail of current marketing and communication, analysing available data to identify expenditure by activity, effectiveness and estimates of return on investment and alternatives to consider.
Develop alternative strategic and operational approaches which may deliver more effective outcomes at lower cost.
Refine alternative models in consultation with managers, stakeholders and agencies to determine the optimum approach recognising practical realities and expectations.
Track effectiveness by ensuring objective measures are being recorded, analysed and compared to feed back into the business planning process.
Creative research and strategy support
MARKETING AND DATA ANALYSIS PROJECT METHODS
Scalable techniques to suit fast turnaround or in-depth projects.
MARKETING AND DATA ANALYSIS CASE STUDIES
Telco strategy development
Omnichannel marketing reviews
National industry analysis and promotion