Everything you need to know about finding accurate ROI.
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\n"},{"__typename":"WpLabPost_Labpostbuilder_LpPageBuilder_LpContentBlock","fieldGroupName":"LabPost_Labpostbuilder_LpPageBuilder_LpContentBlock","lpTwoContent":"With predictive marketing, we help our clients diverge from the linear marketing model of objective, target audience, call-to-action. Instead, we create a continuous engagement cycle that fosters organic connection with clients and prospects throughout each step on their purchasing and decision paths. The key is to create a cycle, a system, of ever-evolving insights.
\n"},{"__typename":"WpLabPost_Labpostbuilder_LpPageBuilder_LpContentBlock","fieldGroupName":"LabPost_Labpostbuilder_LpPageBuilder_LpContentBlock","lpTwoContent":"The Hahn Agency has developed a flywheel model our clients use to take full advantage of available first-party data and build a successful predictive marketing program. The three-part system consists of Data, Design and Delivery occurring in a continuous-learning cycle. This approach focuses on clearly formulating audience challenges as business problems to solve based on a birds-eye view of customer behavior.
\n"},{"__typename":"WpLabPost_Labpostbuilder_LpPageBuilder_LpImageBlock","fieldGroupName":"LabPost_Labpostbuilder_LpPageBuilder_LpImageBlock","lpThreeImage":{"title":"3D Capes wheel","localFile":{"childImageSharp":{"gatsbyImageData":{"layout":"constrained","placeholder":{"fallback":"data:image/png;base64,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"},"images":{"fallback":{"src":"/static/fc2fb0a663f54f5aabaebf9dcbc550e9/0d089/3D-Capes-wheel.png","srcSet":"/static/fc2fb0a663f54f5aabaebf9dcbc550e9/3f921/3D-Capes-wheel.png 293w,\n/static/fc2fb0a663f54f5aabaebf9dcbc550e9/1f192/3D-Capes-wheel.png 585w,\n/static/fc2fb0a663f54f5aabaebf9dcbc550e9/0d089/3D-Capes-wheel.png 1170w,\n/static/fc2fb0a663f54f5aabaebf9dcbc550e9/b48a4/3D-Capes-wheel.png 2340w","sizes":"(min-width: 1170px) 1170px, 100vw"},"sources":[{"srcSet":"/static/fc2fb0a663f54f5aabaebf9dcbc550e9/848ba/3D-Capes-wheel.avif 293w,\n/static/fc2fb0a663f54f5aabaebf9dcbc550e9/504d2/3D-Capes-wheel.avif 585w,\n/static/fc2fb0a663f54f5aabaebf9dcbc550e9/10156/3D-Capes-wheel.avif 1170w,\n/static/fc2fb0a663f54f5aabaebf9dcbc550e9/f4cdd/3D-Capes-wheel.avif 2340w","type":"image/avif","sizes":"(min-width: 1170px) 1170px, 100vw"},{"srcSet":"/static/fc2fb0a663f54f5aabaebf9dcbc550e9/4b376/3D-Capes-wheel.webp 293w,\n/static/fc2fb0a663f54f5aabaebf9dcbc550e9/ff25e/3D-Capes-wheel.webp 585w,\n/static/fc2fb0a663f54f5aabaebf9dcbc550e9/4fe16/3D-Capes-wheel.webp 1170w,\n/static/fc2fb0a663f54f5aabaebf9dcbc550e9/f7a8f/3D-Capes-wheel.webp 2340w","type":"image/webp","sizes":"(min-width: 1170px) 1170px, 100vw"}]},"width":1170,"height":664}}}}},{"__typename":"WpLabPost_Labpostbuilder_LpPageBuilder_LpContentBlock","fieldGroupName":"LabPost_Labpostbuilder_LpPageBuilder_LpContentBlock","lpTwoContent":"Phase 1: Digging into Direct Data
\nGather data directly from sources such as:
While collecting and analyzing this information, seek the most telling insight about prospect or customer behavior related to your business or brand. Based on that insight, triangulate the data to determine how a client’s website, mobile app, product, service, or brand can address the audience’s specific problem or pain point.
\nThis data-driven approach represents a shift from the “push” marketing model –– in which brands tell customers what they want based on media buying indexes, secondary research, and other off-the-shelf sources of information –– to a more effective “pull” model that reduces friction by designing solutions directly for customer needs.
\n"},{"__typename":"WpLabPost_Labpostbuilder_LpPageBuilder_LpContentBlock","fieldGroupName":"LabPost_Labpostbuilder_LpPageBuilder_LpContentBlock","lpTwoContent":"To succeed in the data phase, three key factors are essential:
\nThese requirements hold true whether you’re gathering data for a paid media campaign, strategic influencer engagement, or any other form of creative outreach.
\n"},{"__typename":"WpLabPost_Labpostbuilder_LpPageBuilder_LpContentBlock","fieldGroupName":"LabPost_Labpostbuilder_LpPageBuilder_LpContentBlock","lpTwoContent":"Phase 2: Design: Expectations versus Experience
\nWe all expect an outstanding online experience. Consumers demand engaging, creative, interactive content and engaging touchpoints with the brands they like. Failure to deliver a CX (customer experience) or UX (user experience) to meet these expectations creates resistance. A clock metaphor is useful here. Draw a vertical line to represent 12:00 o’clock. This is the line of expectations. Now draw a line 45 degrees toward the 2:00 position. This is the line of experience. The gap between expectations and experience is filled with resistance and friction. That magnitude of that gap illustrates the degree to which you are risking, or actively losing, affinity with your audience.
During Phase 2, use design-centered thinking to build an experience that aligns with client expectations by focusing on the direct actions you want your audience to take based on the data you already analyzed. Influence your audience toward these actions using everything from earned media, social media, or paid media in the form of graphics, animations, or video.
\n"},{"__typename":"WpLabPost_Labpostbuilder_LpPageBuilder_LpContentBlock","fieldGroupName":"LabPost_Labpostbuilder_LpPageBuilder_LpContentBlock","lpTwoContent":"Phase 3: Adaptive Delivery
\nThe delivery phase is all about release and response. Effective campaigns address both short-term and long-term challenges, so plan to assess influence content that has been released and quickly adjust to audience feedback. Stop looking for silver bullets or home run hits. Adaptive delivery means continuously engaging with how your audience responds, then predicting what they might enjoy knowing about you next. Even limited-time marketing projects never truly sunset since the resulting data can deliver continuous improvements to optimize engagement and drive other business objectives.
The key to adaptation is measurement-as-a-service. Live dashboards that show audience changes swing the 3D cycle back around to the data arena to track real-time usage, performance and anticipated audience behavior. Smart dashboards and visualizations transform your data from raw numbers to actionable insights that inform strategic decisions and shape the next cycle of your marketing plan.
\n"},{"__typename":"WpLabPost_Labpostbuilder_LpPageBuilder_LpContentBlock","fieldGroupName":"LabPost_Labpostbuilder_LpPageBuilder_LpContentBlock","lpTwoContent":"Good dashboards are challenging to build. Wiring into a reliable data set is a complex task but once completed, you can track everything from public awareness to sales lift, new service adoptions, and so much more. The point is to move beyond fundamental campaign metrics to track actual engagement return on investment (ROI) and return on ad service (ROAS). Another advanced measurement called the closer to net promoter score allows you to pinpoint users who are most likely to share your content and otherwise develop an affinity with the brand.
\n"},{"__typename":"WpLabPost_Labpostbuilder_LpPageBuilder_LpContentBlock","fieldGroupName":"LabPost_Labpostbuilder_LpPageBuilder_LpContentBlock","lpTwoContent":"Perhaps the most significant benefit of a predictive marketing approach is its ability to improve over time. As the process learns, just like machine learning promises, you develop a sixth sense of what your audience wants and needs. New questions will pop up that had not been considered before, and just as important, old assumptions can be swept away to provide a better view of the future, eliminating the guesswork of campaign planning and messaging.
\n"},{"__typename":"WpLabPost_Labpostbuilder_LpPageBuilder_LpContentBlock","fieldGroupName":"LabPost_Labpostbuilder_LpPageBuilder_LpContentBlock","lpTwoContent":"Since we started in 1974, the Hahn Agency has grown from a small public relations shop to a 50-person agency specializing in high-performing campaigns that deliver the precision of predictive data science. Connect with us to foster a partnership with an agile team of storytellers with the design and data focus necessary to move your brand into a new age.
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