Data

We organize, structure and activate data (1st party, 2nd party and 3rd party) to improve campaign and digital experience impact.
  • Enterprise Data Strategy
  • Data Ecosystem Integration
  • Data Privacy Compliance
  • Measurement Strategy & Implementation

Focus Area

Enterprise Data Strategy

Development of data strategy across marketing, experience, platform and customer platforms to enable personalization and targeting use cases.

Data Privacy Compliance

Design, setup and execution of data privacy compliance ecosystem. Ongoing scanning of compliance across customer touchpoints.

Data Ecosystem Integration

Design and integration of key data platforms to enable marketing, personalization, audience data segmentation and activation across CDP/CRM/Campaign audiences.

Measurement Strategy & Implementation

Web analytics, behavioral analytics and market stack implementation for reporting and attribution.

Optimization Case Study

Paid Marketing Optimization
Not Available Now
Crane is a historic brand, dating back to 1801, and is synonymous with creating exquisite personalized and hand-crafted stationery.
The Challenge

The Crane brand has a niche target audience for high-end stationary and cards. The share of new customers had declined due to over-reliance on “demand capture” channels (email, brand search etc.). New-to-Brand (NTB) was a critical focus area of the new marketing strategy. We developed and executed a new acquisition strategy focused on existing customer data to develop personas and look-alike audiences helping to inform targeting, messaging and campaign flighting.

The Solution

Our solution focused on 3 key areas: (1) Channel-mix (expansion of mix to broaden the customer base while maintaining ROAS), (2) Program orchestration and optimization (defined the detailed revenue plan and identified triggers & responses throughout the year) and an (3) Insights & Advisory team com's (advising the CEO and Head of Marketing on a monthly-bases with tactical adjustment to achieve revenue plans). 

The work has delivered oversized returns for Crane. The media plan and channel-mix implementation resulted in improved media efficiency, channel diversification and better visibility into the performance of the Crane leadership team.

The Result: 28% increase in paid media ROAS and 5.3x increase in paid social revenue with the same spend.