In this issue, we’ll walk you through 3 key steps to strengthen your approach:
Rebuilding your data foundation
Using experimentation to find real impact, and
Setting up a data framework that makes decision-making easier.
🎁 Bonus: Stick around until the end for an exciting invitation to 2 exclusive webinars that you won’t want to miss!
And now, let’s dive in!
*This newsletter is sent to you in collaboration with Alvie. Read along to find out more about our brand-new marketing optimisation and attribution platform!
🏡 Rebuilding reliable data foundations
Marketers today are grappling with significant data gaps. In response, many of us are turning to statistical modelling, but this comes with its own challenges like transparency issues and potential bias in models.
So, how can we make confident decisions with a less-than-ideal foundation?
Identify the big gaps that might affect the reliability of your data.
Questions to consider:
What data have you lost due to privacy changes, and what are you doing to compensate?
How much of your data is modelled versus based on actual user behaviour?
Do you understand the assumptions and methodologies behind your attribution model?
Once you’ve identified the gaps in your setup, you can start exploring solutions to strengthen your data foundation. This will prepare you for effective experimentation and give you clearer insights into your marketing performance.
🔬 The power of experimentation
With your data foundation set, it’s time to dive into experimentation. It’s a very powerful way to see the real impact of your marketing and cut through any misleading trends.
Here are 3 types of experiments you can try right away:
Geographic tests are ideal if you’re managing campaigns across multiple regions because they help you see how different locations respond to your messaging. By isolating regions, you can pinpoint what resonates best where and adjust strategies accordingly.
Intrachannel lift studies are perfect for assessing the effectiveness of specific campaigns within a single platform. They let you measure the incremental impact of one campaign or ad group against another to determine which tactics deliver the most lift within the same channel.
Causal impact analyses are great for understanding the true cause-and-effect in your marketing. They use statistical techniques to measure the direct impact of a campaign on conversions and eliminate external influences to provide a clearer picture of your efforts' true value.
Now that you’ve got effective experimentation underway, it’s time to focus on creating a solid data framework that supports you, your team, and your business – and helps you make quicker, more confident decisions.
But building this comprehensive data framework can be a challenge. Here are some questions to consider:
What’s the current state of my marketing data framework?
Where are the gaps in connecting data to business outcomes?
How can I make insights more accessible and actionable for my team?
Keep these points in mind:
Ensure your data sources are varied enough to give you a complete, omnichannel view.
Look beyond surface-level metrics to find the real drivers of performance.
Aim to turn your insights into clear actions for optimisation.
Remember, this is an ongoing process. Continue to assess your progress, iterate on your approach, and use the right tools to keep up!
🤖 Marketing evaluation made easy
We’re excited to share that we officially launched Alvie!
Alvie is our new platform for performance marketing optimisation and attribution. While rebuilding your data foundations, running experiments, and constructing a robust measurement framework may seem daunting, Alvie simplifies these processes:
Data unification: Alvie integrates information from your advertising accounts into one centralised location for a clear view of your performance.
Customisable attribution models: Alvie's model can be fine-tuned to better align with your specific marketing needs, providing nuanced insights across channels.
Experimentation support: Alvie empowers you to set up controlled tests, validate channel and campaign impact, and automatically feedback insights into your models.
Actionable insights: Alvie’s reporting and budget optimisation tools turn data into insights for quicker, more confident decision-making.
-1.jpg?upscale=true&width=1120&upscale=true&name=Alvie_Blocks_HQ%20(2)-1.jpg)
-1.jpg?upscale=true&width=1120&upscale=true&name=Alvie_Blocks_HQ%20(11)-1.jpg)
.jpg?upscale=true&width=1120&upscale=true&name=Alvie_Blocks_HQ%20(6).jpg)
-1.jpg?upscale=true&width=1120&upscale=true&name=Alvie_Blocks_HQ%20(8)-1.jpg)
.jpg?upscale=true&width=1120&upscale=true&name=Alvie_Blocks_HQ%20(1).jpg)
