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Digital performance optimisation

Optimising digital channels, marketing programmes,
messages and conversion rates

Testing and optimising marketing programmes is the only way of developing a sustainable, scalable marketing model

Developing marketing strategies and programmes based on actionable insight is key. Taking an iterative approach and testing channels, messages and techniques helps unearth the diamonds in the rough that propel long term success.

Our comprehensive approach
enables businesses to

  • Develop sharp customer insight, build more persuasive sales journeys and effective advertising messages
  • Accelerate conversion rates with the use of scientifically proven neuromarketing techniques
  • Diagnose and optimise under-performing marketing channels, assets and customer journeys
  • Test, measure and optimise marketing return on investment, real-time, using data and analytics
  • Build automated marketing funnels that acquire customers, at scale

Key principles

  • Marketing messages are the single biggest factor in determining marketing performance.
  • Customers buy emotionally. Brands that sell emotionally have a significant competitive advantage.
  • Marketing ROI will plateau unless brands continually test new messages, offers and journeys.
  • Data only helps when it enables business decisions, marketing optimisation and reports on performance.

Solutions

Digital channel optimisation

Analysing the strategy, tools, techniques and processes of existing digital assets (across web, social media, email and search) and then introducing new approaches, tactics and technologies to optimise their performance.

Marketing message benchmarking

Optimising marketing messages by benchmarking the performance of the brand’s existing messages against those of the competition and developing insights about the target customer in order to strengthen existing messages and introduce new ones.

Marketing programme optimisation

Optimising the commercial performance of existing marketing programmes by analysing campaign configuration, targeting and campaign journeys against best practice and adjusting programmes to enhance their performance.

Conversion rate optimisation

Optimising conversion rates of landing pages and customer journeys by identifying and fixing any conversion choke points and implementing a robust analytics driven conversion optimisation framework to progressively enhance conversion rates.

Competitor & market forensics

Our competitor and market forensics tool enables clients to develop deep market insights and fully reverse engineer their competitor’s marketing strategy, budget, performance, market position and customer sentiment in order to develop a highly competitive marketing strategy that avoids poorly performing marketing activities.

Marketing automation

We work with brands to map their manual marketing processes and produce a roadmap to automate those processes and drive operational efficiency. We identify and integrate the technology into the business and train the team in order to automate and streamline their sales and marketing processes. Our automation solutions cover customer acquisition, sales, customer onboarding, customer service and lead generation.

Digital commercial effectiveness roadmap -DCER

DCER enables businesses to accelerate their commercial performance by benchmarking their existing technology, data, channels and processes against best practice and delivers a roadmap to enhance their commercial performance across their existing customer acquisition, engagement and retention initiatives. We unearth overlooked marketing opportunities, gaps and bottlenecks as well as savings and synergies across a client’s marketing function. 

Neuro comms analysis

The neuro comms tool benchmarks the performance of a client’s existing marketing messages and highlights opportunities to increase message effectiveness by leveraging scientifically proven persuasion techniques from the field of neuromarketing and NLP.

Who we work with

  • Marketing teams who have reached a plateau in their marketing performance that want to overcome sluggish growth

  • CEOs with a marketing programme not hitting targets that need to optimise budget and marketing mix to improve results

  • Brands that have recently launched with underwhelming results and need to rapidly course correct

  • Marketing channel managers looking to drive more out of their existing marketing assets

Examples of
our work

  • Produced an automated multi-channel marketing funnel for a consumer electronics brand that leveraged customer insight to drive significant improvement in conversions.
  • Developed a market entry launch strategy for a consumer automotive brand with significant brand legacy issues and a price point that was double the nearest competitor. Test drive booking targets (the key performance metric) were greatly exceeded.
  • Built a media performance econometric model for a consumer bank that was based on extensive benchmark performance data. The model was the single resource used to plan the budget and media mix for the successful launch of a new consumer savings product.
  • Developed a multi-market launch strategy for a consumer finance brand by developing a set of robust consumer insights that led to the development of the creative for the brand’s inaugural marketing launch across five markets.

Getting Started

An initial complementary conversion rate benchmark analysis is produced to identify quick wins and opportunities to immediately improve conversion rates. During this initial review, those quick wins are prioritised and the longer term course of action is explored.