Marketing Effectiveness
In our view, marketing is an art and a science at the same time. This means creativity needs to be balanced with concrete objectives and rigorous operations. Over the years Cirquent has developed a structured method for improving the overall marketing effectiveness within the following key areas:
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Improving the integrated planning approach across channels, brands and regions
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Development and implementation of segmentation strategies
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Channel selection and engagement with appropriate agencies
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Improving usage of existing marketing automation platforms using Cirquent's continuous improvement approach
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Outlining required roles and responsibilities and efficient organisational set-up with a focus on fulfillment and conversion
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Defining best-in-class marketing processes and metrics
It should be made very clear as to how the marketing strategy is executed and what the costs are.
A selection of our offerings:
Objectives & Planning
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Setting overall marketing and specific campaign objectives (financial, response, performance, tests and learning)
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Campaign planning, high-level target audience, channel selection etc
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Defining marketing evaluation plan
Segmentation, Analytics & Selection
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Operational segmentation strategy
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Descriptive and predictive analytics
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Defining text and control groups
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List and data sourcing
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Data merging, extraction (ETL) support
Creative Development & Management
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Agency brief development
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Agency selection & assignment
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Management of the different channels (email, telephone script, website and storyboard)
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Business case media spending and internal distribution
Scheduling & Execution
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Defining and managing operational dependencies
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Deployment across the different channels (web/email/print etc)
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Search engine optimisation and website usability
Roles & Responsibilities
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Defining appropriate organisational set-up
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Outlining opportunities for shared marketing services
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Closed loop process for response handling, data processing, de-duplication etc
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Setting up web analytics and integration with other channels
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Performance review of third parties (agencies, outsourcers)
Marketing Measurement
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Net Promoter Score (NPS)
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Set-up and execution of an overall Evaluation Plan
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Detailed measurement per segment, channel and campaign type
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Approach for effectively storing and distributing measurements
