Analysis Planning

What data and capabilities do we have and need?

To help you earn the highest ROI from your digital performance marketing programs, we start with data. That means gathering, curating, organizing and enabling the data that feeds to our data science team and technology platforms.

Our methodical and consultative approach sets us apart from our competitors.

At the core of every healthy marketing strategy lies the right performance measurement framework. We help our clients identify the key indicators, then build the infrastructure that allows them to see this data differently, to measure performance quickly and—ultimately—to guide smarter investment decisions.

Data management and marketing measurement solutions are the first step in any client engagement. This is a complex but essential exercise that ranges across proprietary first-party data—such as customer and sales—as well as data available from marketing partners and platforms—digital and non-digital.

We collect information from a variety of sources, including client web analytics packages—Google Analytics, Adobe|Omniture, WebTrends, Coremetrics—search engines, social channels, display, email, web visibility rankings, segment data and all forms of client and third-party data.

Our process for analysis-focused business planning includes:

  • Data and analytics audit
    • Deep dive on data and analytics infrastructure, such as web analytics/tracking, CRM data, sales and pricing data, etc.
    • Includes analytics vision and core use cases such as customer engagement, marketing optimization and market share development
  • Tech and process roadmap
    • High level roadmap and project plan of tech and process adoption, development and use
    • Includes interdependencies, hard and internal costs and existing program transitions
  • Business case development
    • Forecast of data-analytics-tech impacts on KPIs, including timeline
    • ROI for analytics vision and roadmap
    • Includes more detailed use cases
  • Staffing assessment and training
    • Current state and aspirational assessment of analytics staff
    • Includes training plans and hands-on instruction, as well as hiring recommendations, candidate evaluation and interim management