Measurement and Optimization
While other agencies relegate measurement and optimization functions to back-end scorecards and presentation decks, we regard them as foundational strategic disciplines. At Targetbase, it's not just a matter of marketing accountability or for providing information and guidance for the next planning cycle. Our measurement and optimization capabilities are foundational to our integrated, adaptive, results-driven approach to consumer engagement strategy, execution and enablement.
Our approach to achieving and sustaining marketing success is based on continuous and integrated learning that encompasses all marketing channels, platforms and programs, as well as the agility to rapidly apply learning to redirect and refine strategies, priorities and execution.
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Targetbase approaches web analytics from both macro and micro perspectives. From a macro perspective, we emphasize comprehensive measurement and results-oriented analysis and reporting frameworks. We assess and understand the unique contribution of individual assets and components (sources, keywords, media placements, website content, emails, etc.) in driving specific results. From a micro standpoint, we capture and analyze individual-level digital interactions. We use this detailed interaction information to understand which digital behaviors are the most important in increasing customer value.
Tools for evaluating and tracking the prevalence of social buzz associated with a brand relative to its competition. Processes and frameworks for measuring and tracking mobile interactions of individual consumers are used to analyze channel-specific and cross-channel engagement.
Social and Mobile Analytics
Tracking and synthesis of consumer engagement across channels and touch points into a meaningful set of actionable metrics. Matching engagement data and purchase data provides a basis for understanding correlations, giving visibility into the current and future ROI implications of changes in engagement levels or patterns.
Patterns of Engagement
Provides the ability to intelligently manage and control the nature and frequency of outbound communications to individual consumers. Predictive analytics are used to establish and maintain individual-level relevance and response propensities, determining optimal thresholds and rules of engagement to effectively manage communications.
Optimizing ROI with direct offers through addressable channels for single product and multi-product offerings.
Provides the ability to define an optimal balance of program participation and ROI through experimental design, econometrics and optimization analysis. Methods and techniques for optimizing client programs include: conjoint and discreet choice, factorial/fractional factorial testing, regression modeling, econometric and structural equation models and MARCOM/time-series modeling.