Marketing Analytics

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.

 

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 best fit your objectives and budget.  All programs start with a platform audit to ensure that current/past data is accurate and all major interactions are being tracked, thus ensuring data integrity and optimization. Common examples of reporting for Pace clients include:

  • 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
    • Quarterly reports are provided every three months to provide deeper analysis and emerging trends and opportunities. This will often provide in-depth information related to industry/competitors, greater analysis of site UX/interaction/funnel drop outs, and connectivity between content and engagement.
  • 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

Anything that can be measured can be improved. We partner with clients to manage data integrity and optimization in the form of data integrity management and tag management. Understanding channel, content, and audience performance for actionable decision making is only viable when the data is trustworthy and encompassing of complete user engagement across relevant active analytics’ platforms.

 

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