gateB AG

Data-based marketing projects:  the power of an iterative approach

May 15, 2018

Testing, Learning, Optimizing

A meaningful way to get more from data-based marketing projects

There is no one-size-fits-all solution. Take soccer as an example. One tactic can work today and fail tomorrow. It could rain. Your star player could get hurt. Your opponent could be trying out a new team configuration.

This also applies to marketing. Marketing professionals are tasked with finding a way to deal with fast-moving requirements, a constant stream of new and unknown factors, and increasing complexity. This is especially true with data-driven projects. An answer at one step of the project raises three new questions no one knew to ask at the beginning.

Iterative process is necessary.

That’s why we use an iterative approach in digital marketing projects with customers.

First, we determine business-relevant key data and check the data basis. Next, we work with the customer to understand how that data can be made most useful for the operative business.

And then the real iterative process begins. We put a test design in place and develop hypotheses about its functionality. We don’t implement the final design until all remaining hypotheses are continuously validated. That's back-breaking work! This phase often takes up to 70 percent of the total effort. Processes must be rethought to ensure closed-loop data flow. It’s time-consuming and energy intensive. It’s worth it, though, because it ultimately yields a proven solution that solves pain points and meets specific needs.

Throughout the iterative process, we capture progress through visualization. Anyone who works with data also knows the importance of visualization. It enables the management to see the advantages of data-driven marketing. We know that our final design is not the end of the story. Before implementation and operationalization, we use the visualized data we’ve captured to evaluate and optimize the results with the client once again.

Are you also interested in learning more about the iterative approach and the concept of testing, learning and optimizing? Come by the gateB stand at the SAS Forum Switzerland on May 30, 2018.

Case Study
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Case Study

We’ve used our iterative approach to expand analytics competencies and increase marketing efficiency at one of the largest Swiss insurance companies. Read more about it here.


gateB at SAS Forum Switzerland 2018

Do you want to learn more about how the iterative approach could help your business optimize its processes? Come to the gateB booth at the SAS Forum Switzerland on May 30, 2018. You can learn more about our approach to data-based projects or simply exchange ideas about your top-of-mind marketing analytics topics with our consultants and data scientists.

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