Post by account_disabled on Dec 19, 2023 7:07:09 GMT
Competition is calmer. When we presented the results of our DPM approach, the feedback was unanimous “when you say it, it’s surprising, but on reflection, it’s super logical”. Illustration of the lack of customer knowledge: energy A leading energy group entrusts us with a DPM study of their sector. Objective: reconnect with the pros. The company doesn't know them well and would like to be something other than a bill to pay every month. Question: how to interest the pros? What to talk to them about? Classic process: a working group is launched internally, with brainstorming sessions.
Everyone has their own idea, whether it was expressed at the coffee Email Data machine, during a meal with a client, or read on a social network… The marketing team draws several insights for the website redesign project. We work in parallel on our DPM approach. 4 months of work. Debrief meeting with the Marketing Director and his entire team. The invested budget is quickly amortized when the Marketing Director realizes the ineffectiveness of certain very high cpc keyword targeting in Ads campaigns. This means that the cost of clicking on certain advertisements is, in total, disproportionate to the effect obtained.
The campaigns in question are cut and the savings thus made over a few months completely amortize the cost of the study. But that’s not the most interesting thing or what I remember from this meeting. When we finished our debrief, the Marketing Director said “last Friday [it was Monday], my team came to see me about a white paper that we are preparing. I was asked if I preferred approach A or approach B. What you're telling me today is that the right approach is actually C, which I hadn't thought of. And on reflection, I tell myself that you are right.” In fact, it’s not us who are right, it’s what comes out of the data we collected.
Everyone has their own idea, whether it was expressed at the coffee Email Data machine, during a meal with a client, or read on a social network… The marketing team draws several insights for the website redesign project. We work in parallel on our DPM approach. 4 months of work. Debrief meeting with the Marketing Director and his entire team. The invested budget is quickly amortized when the Marketing Director realizes the ineffectiveness of certain very high cpc keyword targeting in Ads campaigns. This means that the cost of clicking on certain advertisements is, in total, disproportionate to the effect obtained.
The campaigns in question are cut and the savings thus made over a few months completely amortize the cost of the study. But that’s not the most interesting thing or what I remember from this meeting. When we finished our debrief, the Marketing Director said “last Friday [it was Monday], my team came to see me about a white paper that we are preparing. I was asked if I preferred approach A or approach B. What you're telling me today is that the right approach is actually C, which I hadn't thought of. And on reflection, I tell myself that you are right.” In fact, it’s not us who are right, it’s what comes out of the data we collected.