Strategy & Insight
Translating business requirements into action-oriented insights by applying market intelligence, consumer behavior and data.
What makes our strategy and insight bespoke and effective?
Our first task is to understand and quantify the business requirements at hand - from lowering customer acquisition costs, to consolidating measurement practices, to increasing engagement across social media platforms.
Once the business requirements are validated, we apply market intelligence and consumer behavior to begin uncovering insights and how Digital Marketing can begin to address these requirements. While we leverage traditional sources of research and competitive insight, we place word of mouth monitoring at the heart of the insight gathering process.
The insight gathering process is supported with an analysis of the customer journey and conversion path. By analyzing the customer journey we apply quantitative data to our insights. More importantly, by analyzing the conversion path we identify gaps and opportunities, aimed at benchmarking and optimizing the contribution of Digital Marketing channels including paid search, natural search and social media.
The outcome from applying market intelligence, consumer behavior and data is a tailored roadmap of action-oriented recommendations to increase efficiency and revenue from Digital Marketing investments.
View our latest strategy and insight work for Avis UK.
Key considerations when thinking:strategy and insight
1. Effective strategy and insight should always answer the when, why, how and where of consumer behaviour. Effective strategy and insight should also map out the alternatives available to consumers and how each of these alternatives satisfies their specific needs.
2. Behavioural insight should always be tied to hard empirical data and aim to support maketing tactics that activate, acquire and retain consumers.
3. Most of the time consumers don’t behave as expected. While insight and empirical data can identify an approach, it is important to continue to test consumers' behaviour.
Components of our strategy and insight offering
1. Market behaviour. We understand the specific industry sector and its major players through in-depth market and competitor SWOT analysis.
2. Consumer behaviour. We understand the actions and needs of specific individuals and target audience groups leveraging primary and secondary research tools such as TGI, @Plan and YouGov.
3. Commercial behaviour. We understand the commercial objectives and framework of your business, products and services.