We generate a hypothesis of the buying journey based on research, the identified audiences, and current stakeholder knowledge in order to test, learn, and iterate. This results in a map of the buying process in its raw form.

• Buying persona research
• Interviews
• User scenario testing

We take the buying process map then determine if each step is needed, information that can reduce friction to the next step, and how to incentivize the customer to take actions that get them closer to a purchase. We then overlay this map on the digital landscape.

• Customer experience testing
• A/B testing of value exchanges/ Incentives
• A/B testing of content

Once we have tested the simplified buying process we identify what steps can be automated through technology in order to generate scale. This can mean operational efficiencies, maximizing sales per customer, or increase frequency of repeat purchase while reducing costs to generate these outcomes.

• Platform evaluation & selection
• Responsive website design & development
• Marketing automation
• CRM marketing

Campaigns are about getting the highest-value attention and converting it into a pre-planned goal. We day trade attention every day – Like a stock broker has a portfolio of stocks, we have a portfolio of attention. Attention prices vary by platform, demographics and psychographic while fluctuating at different times of day, week, or season.

• Campaigns – Mobile, display & social
• PR & influencers
• Content – Audio, video, design & written
• Search optimization

We constantly A/B test all campaigns, websites, and sub-segments of audiences in order to find the most value per dollar. This can mean breaking out an audience in multiple parts to test them against each other, testing ways to reduce friction for the buying journey, and applying newly discovered techniques and technologies in order to ensure you remain a market leader.

• Dashboards – KPIs & metrics
• Digital optimization
• Machine learning
• Iterative design