// Strategy and Analytics
Analytics
Analytics: the heart and soul of the business.
Analytics practice is acknowledged as one of the best in advertising, with a long history of industry firsts and award-winning work. The rigorous culture of experimentation, married to the insatiable curiosity demonstrated in the sophisticated learning agenda is the cornerstone of the ability to solve the hardest problems in business strategy and marketing.
// What is done
Deliver business results through the intelligent application of tools, techniques, and a culture of curiosity.
Some of practice areas include:
01
Robust causal measurement
Measure campaign effectiveness through control/exposed experiments
Quantify and measure the success of executions and innovate for clients
02
Developing best practices
Drive industry learning and best practices with the creation of Learning Agendas and Integrated Measurement Plans demonstrating year-on-year growth or establishing consultative measurement frameworks
03
Signals
Seek out and identify marketing signals that can help to quantify opportunities and act as predictors of investment effectiveness
04
Predictive analytics
Increase return on investments by using predictive analytics to improve forecasting and scenario planning
05
Econometrics, Machine Learning, and AI
Used advanced data science and machine learning-driven automation to deliver performance gains including in-platform optimization and increased geo-effectiveness in offline campaigns
06
Audience-first analytics
Take an audience-first approach to measuring campaign effectiveness: Profile ￫ Plan ￫ Validate ￫ Measure ￫ Optimize
07
Behavioral segmentation
Ensure the campaigns reach the right people at the right volume
Being careful to avoid counterproductive and harmful over exposure
// Technology
We're learning as fast as the machines.
Data science is in the DNA and we're always developing new tools and methods for improving work. Examples of custom products and technologies developed to aid our analytics practice include:
01
Custom Algorithms
Making Google’s bidders better through the application of additional signals and machine learning. An industry exclusive.
02
Scrutineer and Incrementality
Scrutineer is a survey based product that collects test vs. control responses at scale for causal impact analyses. Incrementality allows us to evaluate the truly incremental impact of performance campaigns.
03
Self-Driving Campaigns
Self-driving campaign technology automates the process of operating media platforms freeing media teams to do the kind of innovative thinking that produces extraordinary results.
04
Abacus
Built Abacus - a media planning tool - on top of the vast library of survey responses to help brands finally answer the question “How do I use digital media to build my brand?"
05
Tailcutter
Tailcutter is a frequency management tool that manages exposure across platforms to improve both ROI and customer experience.
// Business Methodologies
Disruption Response
