Research & Strategy
A data-based foundation is necessary to build media objectives and strategies that align with your business goals. We believe that media research and strategy must be developed with both the customer journey and the creative/message in mind.
Customer Journey Mapping
In today’s marketplace, brands are no longer only built through advertising, but through experiences. Using customer journey mapping and customer data platforms, we can identify what our audiences are feeling, thinking, and doing, which allows us to target customers with relevant ads based on their experiences. The process of building the journey map helps us step into the customers’ shoes and reimagine their experiences across the entire business and deliver on unmet needs.
Client Data Analysis
Client data is extremely valuable and chock-full of useful information. We analyze all data and apply it in a way that is useful when strategically planning how to allocate advertising dollars. Examining revenue match back, customer lists, and integrating first-party client data in larger data sets allows us to learn who your customer is and their behavior. Only then are we able to create and execute media objectives that are calculated to lead to client success.
Media Consumption Analysis
Media trends and consumption are constantly changing. Despite this rapidly changing landscape, our top-tier media tools keep us tuned in to media consumption trends, providing a comprehensive view of diverse aspects of a customer. We do not run a media campaign until we look at target demographic data—along with additional Nielsen data and other sources to identify attitudinal and behavioral insights. Then we are able to further identify media and marketing targeting opportunities that produce impactful results. We also adjust our campaigns in real-time utilizing our in-house infrastructure built on a Snowflake data warehouse and custom Tableau data visualizations, because being efficient as possible with your advertising dollars involves adapting our strategy to meet your audience where they are in the moment.
We believe that data analysis and research lie at the heart of effective media planning. It’s not just a matter of picking a target demo and buying against it, but rather: 1) identifying the relative initial and lifetime value of various demos and the costs to reach them; 2) understanding the interplay of creative and media channels, as certain channels are more aligned with certain creative approaches; 3) taking into account customer-journey-oriented factors such as what the customer is feeling, thinking and doing at the point where media reaches them; and 4) considering external forces such as media from competitors. To aid in our process, our team not only has the latest quantitative and qualitative tools and data subscriptions at their fingertips, but also access to our in-house analytics and data science teams to develop media and attribution models to support effective media planning and buying.