The decisions every organisation makes affect the success of its business. With a bewildering array of factors to consider, choosing the best course of action can be tricky. Many companies still take an unscientific approach.
How much should you spend on communications? Which channels should you use, and how? Who should you target, and how do you get the most from the results you generate?
Whether your business is global or local, these are all challenges you can meet more effectively by making better use of your data. Quite simply, it's your most valuable asset.
Read on, and we'll show you how we can help
Strategy & Analytics
Too much data can be overwhelming. Not enough can leave you in the dark. The key is knowing what's useful, what isn't, and how to extract the key insights.
From data analysis and campaign planning to the creation of models to predict and evaluate outcomes, we use a raft of bespoke techniques to get right under the skin of your audience. All of which will enable you to speak to them in ways they understand, at every point in the customer journey.
Budget Setting and Allocation
- How much should we be spending on communications?
- What's the best way to split our budget across all brands, territories, products and business units?
- Which channels should we use, and how much should we spend in each?
If any of these questions look familiar then welcome to one of the marketer?s biggest dilemmas. Luckily it's one we can help you with. Through better forecasting, business cases and our proprietary approach, Mentor, we can ensure you invest in areas that will drive your, rather than continuing to invest in the past. The techniques we use predict the potential impact of your budget on market share, revenue and profit.
Understanding the way your customers and prospects connect with your brand is vital. We can help you do that through analysis, modelling and segmentations that reveal more about their behaviours. We'll also show you which of your customers are potentially most (and least) rewarding to your business.
Database & Campaigns
Database Design & Creation
Our solutions are designed to help you reach your goals, not just to collect data. So whether we're building a database from scratch or improving an existing one, we always make sure everything we do starts with your objectives.
We focus on identifying the most valuable data across your organisation, then bringing it together into a Single Customer View. From there, you're in a prime position to deliver truly effective communications.
Campaign Execution and Management
Choose to involve us through the entire process, and we'll ensure your activity is based on intelligent, accountable planning. We'll apply our expertise to your email, offline and mobile campaigns, so they're targeted to the right people at the right time, through the right channels with the right message.
Campaign Reporting and Optimisation
"How do I know if my campaign is working?"
That's a question we hear all the time. And our answer is, because ensuring your campaigns are as accountable as possible is one of our greatest strengths. We'll always provide easy access, real-time campaign reporting, built around, whatever success means to you.
It can be as simple as tabular reporting, or as complex as a bespoke narrative. It's your choice. But whatever you choose, we'll feed our insights back into the plans for your future campaigns so they have the potential to continue paying you dividends.
Measurement & Evaluation
Increasingly, marketers are being asked to prove the value of their communications. So not surprisingly we view evaluation as fundamental to both our business and yours.
That's why we have a number of analytical and reporting techniques that make it a great deal easier to identify where reinvestment is going to benefit you most. We then take this information and feed directly into the planning cycle.
Most businesses with an online presence already operate some form of web analysis. But whether it's actually providing them with meaningful data - that's often another matter. At Fuel, we're experts in web analytics. Which means we can help you extract, interpret and harness maximum benefit from the information you gather online. Understanding how your customers get to, then around your website, is not just the key to increasing traffic. It's also the way to provide them with the best possible experience while they're there.
Here are two specific ways we do that (- they're unique to us and we're rather proud of them both):
We've developed a proprietary technology to combine web analytics with content management systems to serve up tailored content relevant to every visitor. In other words, more intelligent 1-to-1 communications than most other analytics technologies allow.
And it's not just about onsite behaviour either...
An understanding of how print, social media and even outdoor campaigns are driving site traffic is increasingly required of marketers. Our URL-shortening and QR code-generating service is used to personalise and track short, individual URLs or QR codes for both on- and off-line communications, making it easier to see the value of channels that have not always been so easy to measure.
Interactive Business Cases & Dashboards
We believe our clients should feel in control of their own reporting. So our dashboards provide you with the data you need, whenever you need it. We'll work with you to define exactly what you need. Then we'll provide it for you in the format that suits you best - simple or complex, static or interactive.
For planning purposes we can also incorporate an interactive layer so you can test different strategies, simply by changing the parameters of the key business and marketing levers. The result for you is a better understanding of the impact they have on your business.
Marketing Mix Analysis
Econometrics-driven marketing mix analysis is often seen as a cure-all; put the numbers in at one end and an ROI-optimised marketing plan pops out the other. But the nature of this technique means that the 'best' model is often very different to the 'next best', despite being virtually identical in statistical robustness. Give ten econometricians the same data and the most likely outcome is ten different strategies.
But our approach uses multiple models - removing this potential for error and providing you with a high level of confidence in the outputs.