QUINT|essential
Welcome to the second edition of the QUINT|essential.
When you open the "QUINT", we want you to find a rich
source of information to meet your needs. The focus this month will
be on Market and Client Management. How does one measure
success in this area? Well.....
In this issue:
Feature
Article
by Brent Diverty, Vice President, and Doug Church,
Partner
Measuring for Success in a Multi-Channel Environment
Last month, Doug Church, Partner and Brent Diverty, Vice- President,
delivered a workshop at the "Engaging Public Awareness:
Government Marketing Campaigns" conference at the
Chateau Laurier Hotel in Ottawa. While the audience for the presentation
comprised public sector executives, the topic is equally germane
to private and not-for-profit managers.
This month's feature summarizes that presentation. A complete White
Paper on multi-channel measure is available from Cynthia
Smith.
Today's communications environment is vastly different than it
was a decade ago. This makes the job of managing communications
and achieving objectives much more complex than ever before.
A number of factors are contributing to this complexity. A proliferation
of communications channels, a dramatic surge in the volume of communications,
evolving audience expectations and new techniques for targeting
and customization are just a few of the elements contributing to
this new environment.
This new environment makes effective communications even more elusive.
We believe that a more systematic management approach is required,
an approach that requires
- Understanding the critical issues that are
driving the communication campaign.
-
Developing objectives that are linked to these issues.
- Defining and targeting audiences that have the greatest potential
to impact the achievement of these objectives.
- Understanding their channel preferences and designing programs that
match these preferences.
- Understanding attitudes or desired benefits and developing messaging
that effectively and creatively addresses needs.
- Measuring the impact of communications and adjusting where necessary
Based on this framework, Phase 5 has developed a measurement approach
that helps communicators assess the effectiveness of their strategies
and tactics across various channels.
Our approach is built around
- Segmentation studies that lead to greater precision in targeting
audiences;
- Channel preference studies that seek to understand behaviour prior
to media placement and subsequent measurement;
- Longitudinal studies that examine audience behaviour and response
across channels;
- Integration of data across channels to provide a better picture
of the overall impact and effectiveness relative to objectives and
audiences;
- Measures that are designed to pinpoint issues and problems with
greater precision, and that take into account the roles of different
channels.
| To
read the detailed White Paper on Measuring for Success
in a Multi-Channel Environment, contact Cynthia
Smith, Director of Business Development, (416) 599-7555
x230. |
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Other Stories
Case Study: Combining Customer Value Measurement and Spending Segmentation
Our client, a leading B2B professional services company, had traditionally
delivered the same level of service to most customers, saving some
extra effort for big spending customers in particular.
As competition intensified, this strategy was producing poor returns.
Recognizing implicitly that its customer base could be segmented
and targeted with more cost-effective tiered service strategies,
it decided to embark on a customer segmentation study.
For this client, Phase 5 integrated customer data from several
sources to provide a customized solution and pragmatic, actionable
advice for its service segmentation strategy.
[Complete case study soon to appear online]
^ Top
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