Give Your Brand a Voice: (Part 3)
Data, Analytics, and Longevity
We work in an era led by profound advancements in data and analytics, which impact how we launch campaigns, use the results to optimize the most efficient media, and report to clients. Before platforms such as Google Analytics and Tableau revolutionized the way people digest numbers, audio agencies relied on single-source attribution to gauge the effectiveness of a campaign.
With so many data points now available, knowing where to start is critical to a campaign’s success.
Data begins with the client
A brand’s identity is set by its founders and ultimately brought to fruition through agencies like ours. When mapping out a brand’s path, we consider data points such as a listener’s age, income, location, and programming interest (e.g. sports vs. music vs. talk radio) to move the needle with intention.
“It all starts with the client,” says Media Analyst, Tim Bishop, “taking stock of their goals, developing a comprehensive roadmap, and using that formula to inform how we look at the available data. Campaign type – such as text or Vanity URL – also affects how we analyze the data and drive results forward.”
Data comes from all directions
A/B (or split) testing measures the performance of two versions of the “same” ad against different factors to determine how audiences respond. Variables can include everything from the language and offer of the CTA to the audio channel played during the campaign.
“We take in all of the data from Google Analytics, MGage, or the client, process that data, and turn it into something we can look at,” adds Tim, “which ultimately informs us on how the campaign is performing and how to optimize.”
Data delivers a blueprint
In marketing, you have to stay ahead of the game or risk falling behind. SMI’s Data Team uses this skill daily to interpret and report results to clients with insight and accuracy.
Clients invest substantial time and money into their campaigns and any guesswork in the sea of variables only inhibits success. By using every tool at our disposal to clear the path toward profitability, SMI takes away that ambiguity with valuable insights on audience patterns, trends, and behaviors to inform on next steps.
Cultivating a brand voice with staying power takes an all-hands approach, requiring strategic media buying and compelling creative working in tandem with intuitive data points to move the needle.
Convert listeners. Drive traffic. Connect with consumers. Reach out today to learn more. Contact us!
This is part three of SMI’s three-part series called Give Your Brand a Voice.