What should we do if X happens—or to make Y happen?

  • How can we optimize our digital budgets?
  • Which campaigns are performing best?
  • Are there additional impression share available?
  • What creative approaches and/or landing pages are best at converting visitors to customers?

To optimize your marketing budget in an omnichannel customer journey means to coordinate channel activities—budgets, creative, tracking, analysis—to continually improve performance for given budgets.

As we work with a client over many months and data accumulates, the sophistication of the data analytics and resulting automation increases. Initially, this optimization may only occur in one channel, then extend to more channels as the inter-relationships are understood, modeled and forecast.

For example, we might begin by focusing on paid search. As we gather data on how display or paid social (or email, or mass advertising) perform in conjunction with paid search, we adjust the paid search optimization.

Another example: If email campaigns drive high levels of branded search traffic, our budgeting and bidding must be adjusted. Display and paid social campaigns have similar effects on search—some users click on paid ads, while others see them and then do an online search.

Relative costs are a core priority as we adjust budgets within channels and then across channels to maximize the success of the total digital marketing effort.

This is data science.

This is digital performance marketing.

And this is how Brunner develops relationships built on results.

Our process for optimization includes:

  • What-if analysis
    • The use of analytical models to predict outcomes given a simple set of (hypothetical) inputs
    • Includes everything from marketing program effects to price changes
  • Simulation analysis
    • Creation of complex simulations via multiple inputs and outputs
    • Incorporates uncertainty and confidence (likelihood) distributions
  • Optimization
    • Given specified goals and constraints, identifying the best alternative among the available scenarios
    • May include an interactive tool for “guiding” the simulation/outcome analysis
  • Automated marketing
    • Marketing automation based on lead scoring, content relevance, alerts and response likelihood
    • Includes next-best-action (product, service, message, offer) and product recommendation engines