Data-Driven Creative Eliminates The Guess Work
People have more choices in new products and services than ever before, which results in more content than people can possibly discover and consume. The sheer amount of content combined with a lack of relevance is creating significant waste in marketing spend and poses the inevitable question, which parts of my marketing budget is working best?
To cut through the clutter and deliver consistent brand experiences I lead with data first, rather than creative or channels. I do this by developing a dynamic view of the target audience, which allows me to keep a constant pulse on the changing behaviors to personalize experiences on the fly. This approach generates high-performing creative, therefore delivering on business goals.
- Research: Mining the online landscape is not enough, sometimes you need to talk to your prospects and customers in real life. I have experiencE conducting primary research, managing survey partners and facilitating on-going panels to develop unique insights.
- Real-time Consumer Behavior: Create a real-time visualization that allows brands to track and explore how people think and feel about relevant topics, including competitive brands. A real-time display will enable you to resolve the analysis down to the principal markets you are targeting to gain a better understanding of key concerns, competitive positioning and the topics the audiences participate in the most. The insights from the real-time personas will allow a brand to stay on top of changing perceptions to allow their storytelling to stay relevant.
- Attribution Models: With an average customer experience spanning across at least seven touch points it is important to know which channel is delivering the most value for the investment. I can help you design the right attribution system to help a brand know what tactics are working best and why.
- Data Visualization: Big data is the sum of lots of small data, all coming from different systems with different formats. This explosion in data has now forced many marketers to export, merge and pivot table their way into insights. I help marketers create a unified view of their marketing performance and consumer insights so that they can start with a question and explore the answers.