Digital and Performance Marketing Strategy

Design and optimise digital marketing strategy across all digital channels (social, search, display) through analysis of marketing performance metrics.

• Digital marketing channels offer a multitude of data points that allow you to drive better engagement and conversion through the marketing funnel.
• We use existing analytical dashboards (e.g. Google Analytics) and overlay bespoke customer insights to ensure we deliver a digital marketing strategy that maximises engagement and marketing performance.

Communication and Channel Strategy

Create holistic communications strategies through the analysis of customer behavioural data.

• By understanding customer preferences for marketing channels as well as messaging resonance, we can create winning communication and channel strategies that optimise a brand’s share of voice and the impact of its messaging.
• We use a combination of primary and secondary research data as well as existing performance data to design holistic communication strategies.

Direct Marketing Strategy

Design, implement and measure direct marketing strategy and tactics including A/B testing.

• Direct marketing remains one of the most effective ways to influence customer behaviour if implemented correctly.
• By designing sophisticated direct marketing experiments based on existing customer behaviour, segments and insights, we optimise direct marketing efforts to maximise return on investment.

Market and Customer Segmentation

Create analytically driven customer and market segmentation models that inform marketing and positioning strategies.

• Understanding market segments is a fundamental starting point for any marketing or business strategy.
• It allows you to identify the most profitable groups of customers to pursue, granularly identify their needs as well as eliminate segments that will only distract from your key objectives.
• Customer segmentation provides a deeper understanding of your existing customers and allows you to provide more meaningful engagements with them as well as maximise your brand’s share of their wallets.

Propensity Modelling

Determine “next best offers” and direct marketing strategies through statistical modelling of customer behaviours.

• Using past customer behaviour, we can build sophisticated propensity or response models that rank customers in terms of their likelihood to respond to an offer, buy a product or react in a favourable way to a specific message or intervention.
• We use behavioural patterns, customer demographics and any other relevant, available data to predict responses, which can be used to optimise marketing efforts and budget allocation as well as maximise sales.

Creative Performance

Measure the performance of all creative executions to ensure maximum efficacy of all marketing communications and objectively evaluate creative agency performance, as well as providing input into future creative development.

• The performance of marketing creative can be objectively measured to determine its efficacy.
• We use bespoke market research to measure customer perceptions of any creative at a rational and emotional level, as well as the extent to which the creative promotes your overall brand positioning.

Marketing and Sponsorship ROI

Measure marketing and sponsorship ROI through quantitative analytics and qualitative insights.

We have developed a proprietary model of measuring Return on Marketing Investment and Return on Sponsorship Investment, providing insights at three levels:

• The extent to which marketing or sponsorship efforts created incremental revenue.
• The degree to which marketing or sponsorship efforts met strategic positioning or perceptual objectives.
• The performance of any creative that was used in a campaign and how much it resonated with customers.