In today’s complex marketing landscape, it’s not enough to simply nurture customer relationships. To gain a true competitive edge, you must transform engagement into brand growth. Measurement Mojo is laser-focused on using data science and marketing insights to help our clients increase sales and grow their market share.
Each brand has unique marketing objectives, and challenges that prevent their campaign from reaching peak performance. We begin our strategic partnership by diving into your market position and your key business questions—questions that, when answered through analytics, will help your brand’s campaigns become more effective YOY. Our robust analytics, decades of marketing expertise and results-obsessed approach ensure that your campaign delivers quantifiable brand growth.
Predictive Campaign Modeling
Our predictive campaign modeling begins with in-depth measurements for each tactic, vendor and segment. Drawing from this foundation, we outline exactly how much impact we expect your selected channel mix to have on brand sales. This robust analysis not only operationalizes your campaign, but also allows our experts to refine your channel mix to target the most opportunistic HCPs with an ideal tactical mix to generate a specific ROI.
Mojo Insights: Predictive Modeling and Optimizing ROI
Drawing from our ROI forecasting, marketing expertise and your market situation, we recommend the channel mix and level of spend that will deliver the most revenue for each segment.
Mojo Insights: Channel, Vendor and Segment Forecasting
Mojo used predictive analytics to help one brand forecast ROI by vendor and target segment, and target coverage and customer experience by channel. This forecast provided crucial guidance on overall spend per target, projected sales lift, current channel mix and key areas for touchpoint adjustments due to seasonality and new launches.
Channel Mix and Optimization
Our experts have spent decades studying the intricacies of multi-channel marketing campaigns. We apply our vast experience to developing integrated strategies that yield prolific results — guided, of course, by proven data science. Although we are most effective as a strategic partner with a seat at the table during planning, we are able to intervene at any stage of a marketing campaign to measure and offer reliable optimizations based on your market, budget and brand objectives.
With the rise of multi-channel and omnichannel marketing comes the realization that for today’s customers, one size doesn’t fit all. If you’ve ever wondered whether customizing channel mix for each segment will yield better campaign results, be confident that the answer is a resounding “yes.”
Mojo Insights: Optimized Channel Spend
Drawing from Mojo’s ongoing insight and optimization dashboards, the brand team was evaluating whether to spend this budget on paid search or digital advertising. Our analyses showed that ongoing optimizations within the paid search channel had not only improved the standard CTR metric, but was driving quality traffic at a 75% lower cost per conversion. Based on these data-driven insights, the brand chose to invest its additional midyear budget into paid search.
Mojo Insights: ROI Impact of Ongoing Measurement and Optimization
Campaign Performance & ROI
In addition to robust ongoing measurement and optimization, Mojo delivers a highly actionable campaign ROI report at both the campaign and target segment level. Our in-depth analysis also provides key areas for optimization to improve future campaign performance, and answers the business questions established at the beginning of our measurement work. What does that all add up to? An accurate understanding of your campaign’s ROI, and the confidence that your next campaign will drive even more results.
Mojo Insights: Identifying Best-Performing Pockets
Mojo reviews ROI at the segment and sub-campaign level to derive powerful learnings. For one mature brand, this granular approach showed that while the core campaign cost per target delivered 2.31:1 ROI, the “earn-in” sub-campaign ROI was 6.76:1. These calculations helped our client to better understand the true impact of the campaign, which delivered 3.98:1 ROI overall.
For another brand, we analyzed existing tactics and segments to identify high-performing areas. Its overall campaign ROI was 1.47:1, but through this deeper review we found that rep-initiated tactics had the lowest return, at 0.82:1. To increase ROI, we recommended that the client replace a purely rep-driven approach with business rules that aligned to brand goals.