Marketing Analytics

Great campaign performance starts with the customer, supports the business and is led by strong objectives while continually being optimized through insights derived from marketing analytics reporting. It’s not just cataloging data and providing insights but also going further to identify implications to drive your business forward by understanding the “why” and the “so what.”

Our approach toward measurement begins with a framework we’ll craft together focusing on three principles:

  1. Based on objectives:

We find the best measurement frameworks balance the objectives of both business and the customer. This lays the foundation for customer-centric content that is business-effective. These objectives inform KPIs and, once matched to the most effective channels to reach the audience, the proper metrics.

  1. Flexible on purpose:

Businesses change constantly as new channels are tested, campaigns are started, new media technology develops, and assets are created. As a result, we consider this framework to be the initial point of a working document that should be updated often for each new major campaign as the environment, strategy and ecosystem continually evolve.

  1. Holistic in nature:

This framework not only guides the evaluation of individual tactics but also provides insights into the program’s effectiveness and impact on the business. Most measurement frameworks tell you if individual channels are delivering as expected. Our measurement frameworks tell you if the ecosystem works and how it can improve.

 

Accountability and Reporting

At Pace, we believe that great analysis comes to life best through implication-focused reporting. Our analysts work closely with lead strategists across different disciplines to ensure that data analysis leads to insights and actionable implications. We work with you to identify the best format for this reporting, leveraging custom dashboards through reporting platforms like Google Analytics, Adobe Analytics and social and digital media-performance platforms to support bespoke holistic presentations.

Reporting format and cadence will always be customized to meet your needs, but they generally fall into these buckets after an initial analytics platform audit to ensure that clean data is being stored and that we have the ability to track for content engagement and conversion KPIs:

  • Automated Reporting Dashboard
    • A quick-reference and centralized way to make informed decisions for active programs that visualizes main KPIs for quick optimization
  • Strategic Program Reporting
    • A look at the past month regarding channel site and content performance, including strategic recommendations and insights not seen on the dashboard
    • Quarterlies replace monthlies and use trended data to provide a deeper dive into channel optimization, UX trends and top content
  • Media Campaign Reporting
    • Weekly or biweekly reporting to inform immediate campaign optimization against KPIs and spend. Typically, two additional reports—a midway and end-of-campaign capstone report—are used to recap and make broader strategic recommendations.

 

Tracking Updates and Implementation

If it can be measured, it can be improved. Pace partners with clients and manages your data integrity to insure tagging structures are created and used to understand channel, content and audience performance via tag-manager platforms that pair with your brand’s active analytics platforms.

 

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