Our Analytics and Strategic Services provide insight and direction from which we can all make informed marketing decisions. They include:
Analytics
Onsite Intercept Studies
Online Landscape Analysis
At Compass we offer measurement and reporting of all online programs as well as ROI analysis, and where appropriate, campaign optimization. We believe that measurement of our client’s programs is essential to demonstrate success, identify opportunities for optimization and support continued investment. At Compass we always "begin with the end in mind". Together with our clients we identify and agree to the measurement criteria and success metrics before we ever launch a single program. By doing so we ensure we are all aligned from the beginning, and success is not left to chance.
Analytics is provided as a two-tiered service, with standard analytics automatically included with Compass programs and services.
Advanced services are provided, when appropriate, via collaboration between Compass and our mutual partners (IMS, media services, internal business analysts, etc).
An intercept study, or "pre-post" study, is used to measure modified behavior based on website interaction, determination of which segments the site most influences, and identification of website optimization opportunities.
The intercept study operates as a pop-up box that greets new site visitors ("pre") and those who have visited a certain number of content pages ("post"). The study contains four multiple choice questions per target audience (HCP and consumer) that are asked of both the "pre" and "post" participants.
The study measurement focuses on the change in responses between the "pre" and "post" survey results and their correlation to user segments. The final results are used to assign value to specific segments, optimize media investments and continually optimize the website.
This in-depth online marketing analysis for our client’s brands enables our clients to:
- Develop a best-in-class online marketing strategic roadmap
- Communicate a leadership position in the marketplace
- Develop and leverage strong relationships with each target audience
Development of the analysis is a two-phase process.
Phase I — an in-depth analysis of the physical and behavioral online landscapes of the therapeutic categories in which the brand operates.
Phase II — development of a world class online marketing strategy and tactical plan based on the findings form Phase I.
Phase I: Online Landscape Analysis
The objective of this phase is to develop a comprehensive online landscape analysis. There are two steps in this phase.
Step 1: Physical Online Landscape Analysis
The physical landscape analysis includes a comprehensive review of all the tactics and tangible components of the relevant online programs. These include, but are not limited to:
- Websites
- Online advertising
- EMail programs
We will answer those questions necessary to ensure future online marketing success including:
- How much relevant information is available (supply)?
- Who is looking, why are they looking, and what are they looking for (demand)?
- Who is supplying the most relevant information?
- How are they doing it?
- What are the characteristics of a successful online presence?
- What is missing?
- Where are our areas of opportunity?
- Who are the current leaders and why?
- What are potential competitors doing?
Step 2: Behavioral Online Landscape Analysis
The behavioral landscape will include an analysis of the relevant blogosphere, including trends, "volume" and "tone" of relevant mentions, as well as actual discussions. The healthcare blogosphere, while specific to the most involved patients and advocates, provides great insight into the motivational factors and unmet needs of patients, caregivers and healthcare professionals.
The behavioral landscape analysis will look at the psychological, behavioral, and demographic factors of the online information seeker. It will include how people interact with the previously reviewed physical landscape — who they are, what they do, where they go, and why they do what they do. It will uncover and explore motivational factors and unmet needs, and identify how the Internet can facilitate and support each target audience and their information needs.
Phase II: Online Marketing Strategic and Tactical Plan
Once the landscapes are complete, Compass will conduct an assimilation of all the data, overlaying the physical and behavioral landscapes to uncover the key online marketing insights, opportunities, and target audiences. This analysis will lead to the development and presentation of an online marketing strategy with tactical recommendations, measurement criteria and a phased implementation plan.
