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Analytics
How do you develop a successful interactive and relationship marketing program that achieves your brand’s goals and objectives? How do you determine whether your program is working, or which elements should be started, stopped, or continued? It’s surprising how many marketers cannot answer these questions.
At Compass, we believe that good strategy and analytics aren’t just important to marketing—they’re absolutely critical. That’s why we work with you to analyze your landscape, identify opportunities, and define success metrics before ever launching a single initiative. Once we’ve developed your programs, we apply a prove and move strategy, testing them on a smaller scale first and launching them only on a larger scale once they‘ve proven themselves effective.
How you measure success depends on what your brand’s goals are. When you work with Compass, we review those goals from the outset, then identify and agree to specific measurement criteria before ever launching a single program. We have always believed in consistent and rigorous measurement from day 1. We also believe in the value of actionable information (pure metrics are pure torture), which is why our clients never receive a dense metrics report from us. Instead, we apply a simple "So what?" test to every graph and chart before sharing it with our clients. By delivering meaningful, actionable information, we’re able to identify and enhance successful programs and eliminate those that aren’t meeting your objectives.
A landscape analysis is a survey of the online space in which you operate. It includes both a physical landscape analysis, which looks at the tactics and tangible components of competitive programs as well as relevant third parties, and a behavioral landscape analysis, which studies the psychological, behavioral, and demographic factors of the information seeker. A good landscape analysis will uncover and explore motivational factors and unmet needs, and identify how Compasscan best support the information needs of your target audience.
Reporting of just about anything is possible if you gather data effectively, create continuity across all data sets, and develop a sound program based on solid analysis and reporting metrics. Depending on your goals, our database analytics capabilities can help you measure countless activities—banner performance across users type; effectiveness of your eDetail to drive sample orders; the registration rate for a webinar series for eMail vs. direct mail vs. banner ads vs. paid search. Whatever you want to know, chances are our database analytics capabilities can deliver.