Underpinning our service offering is our belief that data should drive meaningful and influential connections at every stage of the customer experience journey.
All our products and services are delivered 100% locally in Australia, with no data off-shoring. These include solutions that marry the proprietary research data assets of WPP AUNZ with digital, media and first-party data.
Key solutions include:
We assess our clients' systems and technologies for data capture, storage and analysis, to identify whether data assets are integrated optimally into marketing operations.
We evaluate whether the measurement architecture in place covers the right metrics at each stage of the customer experience journey, in order to provide genuine visibility on marketing effectiveness and inform ongoing ROI improvement.
Our approach to developing data strategies for our clients includes defining a detailed roadmap to achieve the optimal target state - the complete personalisation of customer experiences, underpinned by automated analytics, with near real time measurement.
Outputs include time-bound milestones for phase-based implementation. Each phase is designed to deliver short term wins and set-up organisations to better leverage long-term, data-driven opportunities.
Segmentation and Audience Targeting
Communicating with customers as individuals is one of the most effective ways to improve marketing ROI, but many organisations encounter challenges implementing personalised communications at scale. Our framework for developing audience targeting strategies enables our clients to implement segment-of-one targeting across mass-market audiences, deployed through both owned and paid communication channels.
Our approach starts with segmentation. We develop segmentation models using CRM data, online behavioural metrics and data captured through bespoke quantitative research dips. Using clustering, data mining and analytics methods, we identify and size key audiences which have the potential to deliver big pockets of new money. We enable personalisation at scale by defining targeting rules that combine segmentation with online triggers at each stage of the customer experience journey.
We onboard audience segments and define triggers in Martech and Adtech platforms, enabling personalisation at scale through digital communication touchpoints (online video, social, display, paid search, e-mail, etc).
Understanding journey paths taken by prospective and existing customers provides the foundation for developing effective marketing strategies. We identify and quantify key stages along well-worn customer journey paths by stitching together proprietary research data with online behavioural data (search interest, social media and website engagement), POS data and loyalty metrics. This informs CX design and identifies key blockages (along customer journeys) that are holding back growth.
Loyalty Program Design
Loyalty programs are a dime a dozen. Whilst all incur costs to business operators, many don’t drive genuine behavioural change. Therefore, few deliver positive ROI.
Designing loyalty programs that deliver a bigger share of wallet or reduced rates of churn requires profiling the attributes which different customer segments genuinely value – the attributes that, if harnessed correctly, can be used to drive sticky customer behaviour. Effective program design also needs to be underpinned by comprehensive profiling of other loyalty programs in market to avoid the most common program pitfall, the “me too” proposition.
Our approach combines customer analytics, market research and design thinking methods to develop loyalty programs that drive behaviour change and deliver tangible commercial returns.
A key opportunity for many businesses to drive a step change in sales and profitability is through pricing optimisation. Many businesses persist with non-sophisticated approaches, such as cost-plus pricing, and it is common for pricing decisions to be driven by opinions, not data. This almost always results in large amounts of money being left on the table.
Our framework for pricing optimization has been tailored for the market dynamics of different industries.
For industries where there is an interplay between shelf pricing and pricing on promotion, such as FMCG, we apply simulation methods to scenario plan how different pricing and promotional mixes affect key metrics (e.g. net sales, gross profit and trade spend).
More generally, we have deep experience applying regression analysis to assess the impact of historical pricing changes on demand. By combing elasticity modelling with profiling of price competitiveness in market, we identify opportunities to maximize margin and extract incremental value across portfolios of products or SKUs.
With the rise of big data, there is greater opportunity than ever before for organisations to use data insights to drive growth. Stunning data visualisations enable insights to be shared and actioned within organisations, delivering genuine democratisation of data insights.
Using a suite of technologies including Adobe Illustrator, our team of designers bring data to life with beautiful infographics that tell stories and make insights relatable, intuitive and actionable.
Marketing Measurement Architecture
Our approach to developing marketing measurement frameworks includes evaluating which brand, media, digital, point-of-sale and other metrics drive business (financial) outcomes. We assess the causal linkages between these metrics (along customer journey paths), and design reporting frameworks for measurement and tracking that foster marketing agility and underpin ROI improvement.
A well designed and expertly implemented brand tracking program is an important component of a marketing measurement solution. This enables the impact of marketing on upper funnel “demand-creation” metrics to be understood.
Too often, brand tracking programs are detached from the creative process and media planning. Our approach for developing brand tracking questionnaires is designed to inform creative ideation and arm media planners with data on how to reach and influence key audiences, e.g. identifying the media channels that will most effectively reach and engage non-customers who are open to considering our clients’ products or services.
Our fieldwork panels are comprehensively vetted to deliver high-quality tracking data, with “professional” respondents weeded out rigorously.
Marketing Mix Modelling (MMM)
Marketing mix modelling is the application of econometric modelling methods, including linear and non-linear regression, to the marketing mix.
When expertly applied, marketing mix modelling delivers a robust algorithm that quantifies the proportion of sales driven by each marketing and business input. These inputs typically include pricing, promotions, distribution, seasonality and media (paid, owned and earned).
Outputs from marketing mix modelling include estimates of return on investment (ROI) from paid media, by campaign (creative messaging) and channel.
Marketing mix modelling is a key measurement solution for businesses that seek to identify the overall level of marketing investment that will maximize ROI, and optimize the spend mix at the channel level.
Digital Multi-Touch Attribution
With customer journeys often having large numbers of online touchpoints, it can be hard to know which digital marketing activities are influencing conversion.
We remove the guesswork by tracking the impact of digital media touchpoints that precede conversion or acquisition. By blending-in cost data, we quantify the cost per acquisition of digital media activity by site (publisher), campaign and tactic.
This allows digital media investment to be optimised against different objectives, such as driving immediate acquisitions, and fostering prospecting at the early part of the online customer journey.
Our Tableau experts design and build customised dashboard solutions, such as reporting dashboards, scenario planning solutions and interactive infographics.
The collective Tableau experience of our team exceeds 50,000 hours. We have a track record building highly bespoke, award-winning dashboard visualisations.
Our specialities include dashboards that render rapidly and are optimised for usage across desktop, tablet and mobile devices.