Great campaigns are driven by customer data, support the business, and push engagement towards core objectives. Reporting and insights should lead to constant optimization and improvement, not just re-telling what was previously achieved. This means identifying opportunities and problem areas for actionable decision making related to marketing and content. Pace’s analytics do not focus on the “what” so much as the “why” and the “what’s next.”
We work directly with our clients to create a measurement framework around three core principles:
1. Customized to your business objectives:
This lays the foundation for customer-centric content that is business-effective. Every business is different, and every campaign is different. We ensure that our programs are tailored to match with the objectives that best reflect success within your business and industry. Identifying the key questions and indicators, once matched, will lead to the most effective strategy and tactics to reach the audience and best measure success.
2. Adaptable and dynamic:
From business performance to industry standards to customer tastes to marketing channel algorithms, nothing is static in this environment. As internal and external data are accumulated, we need to maintain the ability to recognize changes, be nimble, and adjust accordingly. This framework should be viewed as an initial snapshot, with the ability to reflect forward changes based on customer feedback, new data, or internal/external business changes that require revision. This allows us to keep pace with a constantly evolving ecosystem.
3. Holistic in nature:
This framework not only guides the evaluation of individual tactics but also provides insights into the program’s overall effectiveness and impact on the business. While most measurement frameworks provide an outline on how to track specific channels/platforms in silos, Pace views each platform as providing different angles on the same aggregated experience. Our measurement frameworks provide a system that allows for an encompassing view of engagement, audience segments, and goal attribution to inform on whether an ecosystem works and how it can be improved.