Analytics Driven Media Plans Ensure Higher ROI

Analytics is a central component of AIR’s marketing philosophy. With a powerful data management system as a backbone, it is fair to say that data analysis plays a significant role in not just gaining insights into customer behavior, but also in guiding media placement for greater ROI. In essence, when AIR marketing develops a media plan it is not a shot in the dark. It’s the end result of careful data analysis and thorough research of the media market, and is intricately crafted to drive ROI.

I recently had the opportunity to speak with Stacy Moore, the media director at AIR, on how this process works for every client. She gave me the insider’s view of what the media team works through in order to make sure the final media plan is set up to deliver the desired return on investment for all of AIR’s clients.

Not surprisingly, the AIR media team’s first step is to review all the available data relevant to the client. The analytics team at AIR supplies the media team with a slew of data along the following parameters:

• Year over year performance data
• Top designated market areas (geography)
• Customer demographics (age, gender, income, etc.)
• Psychographics
• Sales lead times

All of this data taken together then informs the media team on the type of publications to pursue as well as the most receptive geography. However, in order to ensure the plan is as robust as possible, a kick-off meeting with the client is set up to review the data and solicit relevant feedback. This meeting is designed to ensure adequate feedback is received from the client’s end. All media components are discussed against the backdrop of measured past performance and possible future enhancements.

Once the discussion has taken place, the media team takes the information and incorporates it into the media plan. Thorough research and analysis is conducted to make sure all media outlets and options are exhausted. The final plan then is built to maximize the budget for the entire year. It is at this point that the media team presents a refined and robust plan to clients.

There are three distinct advantages to AIR’s analytics-based approach to developing a media plan. The first obvious benefit is that the final plan is not a leap of faith. It is the farthest from the “spray and pray” approach some take to marketing and advertising. The second benefit is that the final plan takes into consideration year over year guest data. This helps to narrowly define the customer profile and better target them in future advertising.

Finally, the distinct advantage of AIR’s analytics-based planning is that it’s set up to achieve maximum return on investment. At the end of the day, the best media plan is the one that can produce a measurable result for the client. Anything else is considered to be a failure. And there is no better way to achieve a measurable return on your marketing dollars than by basing your media plan on a solid set of analytics. It is for this reason that the media team starts the process with data and comes full circle with performance data. It’s a worthy exercise.

Image source: Daniel Gasienica

Tags: advertising, Analytics, media plans