“If the only tool you have is a hammer, it is tempting to treat everything as if it were a nail.”
Abraham Maslow
Ask about your marketing performance and…
The quantitative researcher suggests a survey
The qualitative researcher suggests a focus group
The econometrician suggests a marketing mix model
The digital specialist suggests an attribution model
And if you run all of them, you’ll get four different answers.
All of these techniques are useful and we need them all at different times, but they should be designed to fit together. Each piece of research should complement the others, joining together to provide a complete picture.
At Sequence, everything fits together using customer profiles. Your data, segmentations and ROI models are joined together, which means that your insights are joined up too.
Not just ‘did I get a response?’ but ‘who responded?’.
We build marketing mix models (econometric models) that work with your customer segmentation, telling you not just how much you sold per £ spent, but which types of customers are responding.
It’s advertising measurement but with a who? And a why? Not just a how much?
If you don’t have a segmentation (you really should have a segmentation), we can build one for you and integrate it with your effectiveness measures. Or we can include the one that you already have.
Bringing it all together
The final piece of the puzzle is to align the web-based metrics that form the backbone of your daily reporting. A situation where your online metrics say brand search is driving the business and econometrics says it’s TV is all too common. The two techniques should work together, on the same data, to produce a consistent answer.
With Sequence, your Monday morning tracking report becomes a reliable indicator of success, not a best-guess answer that’s contradicted in 6-12 months’ time by a more sophisticated analysis.