Close 2016 Revenue Gaps
with Data-Driven Marketing
At Transform, we strongly believe in providing marketing strategy that adds tangible value at the cash register. Below is an overview of a robust plan for closing revenue gaps this year. Critical to the success of any marketing-to-revenue initiative is omni-marketing / omni-channel analytics.
Why our approach works:
Fully integrated analytics allows measurement, prediction and optimization of growth initiatives at scale.
Digital media and new technology enables agility in delivery, analysis and optimization of marketing campaigns.
The dual path on landing pages allows customers to select their preferred shopping channel (per Daniel Kahneman’s work on ’Rational Choice Theory’).
Transform’s proven approach to message and audience testing successfully drives revenue in dozens of live scenarios.
What you get: Proven routes for closing 2016 revenue gaps. And also…
Which message works best to drive awareness, engagement and sales per audience.
A repeatable system for testing new messages and audience segments.
The ability to measure impact on offline sales in a more rapid framework than major media mix modeling approaches.
Step 1: Build Testing Framework. August 15-31. Determine detailed messages (creative/copy) and audience segments (income, age, interests, etc.) to test.
Develop a sufficient number of landing pages – per message and audience segment – that drive customers to “Shop Online” or “Shop In-Store.”
Step 2: Test Messages per Audience towards Conversions. September 1-October 15. Execute tests in Incubation Framework, which consists of small-scale tests with sufficient ‘sample size’ results to inform a larger-scale campaign.
These tests use high-value digital channels and distribution technology (Facebook Ads, Twitter Ads, Sitescout RTB, AutomateAds, YouTube Ads) to securely line up messages with audience segments.
The results are then analyzed per the “Measure Outcomes” approach below.
Step 3: Scale up Effective Message/Audience Combinations. October 16-December 31. Once you have the data to prove which messages work to convert specific audiences, here is where you move needles in the final quarter. Add budget in order to drive larger sales volume, but continue to measure outcomes in order to understand possible ‘points of diminishing returns’ and find the right size for your budgets.
Message Efficacy per Audience will be determined through variations in Click-Thru Rate among message/audience combinations.
Message Efficacy per Audience will be further established through variations in Digital Conversion Rate (“Shop Online” vs. “Shop In-Store” clicks).
Actual Sales per Message/Audience (ONLINE) will be established through the simple deployment of UTM codes through the “Shop Online” conversions.
Foot Traffic and Actual Sales per Message/Audience (OFFLINE) will be estimated using statistical modeling of spend per message/audience combination, and time-decay-gated in-store traffic and revenue.