Strategy
Strategy begins with establishing a deep understanding of your current customer composition and journey, marketing strategy, growth and performance objectives for your marketing program. The outcome is a path toward maximizing opportunity within current and new audiences, channels with the greatest probability of success, and a testing framework to foster continuous opportunity mining.
We develop the playbook to bring your strategy to life. This is where channel allocation, flighting, targeting, creative rotation, and test execution are clearly defined.
Planning
Buying
The playbook is implemented in the buying phase as we execute the placements designated in the plan. Adjustments are made in real-time to ensure delivery, reach, and frequency are on pace.
We take a layered approach to measurement and optimization. The first layer is real-time measurement, capturing intent and performance signals to compare with expectations. This informs the first optimization layer, focused on bidding and targeting strategies, to keep the campaign on pace with the delivery and performance plan. The next layer of measurement focuses on incrementality to quantify customers that would have otherwise been missed versus accelerating conversion timelines of customers already in the upper funnel. Optimization then steers the campaign toward one or both of these groups based on the needs of the business and role of the channel.