Vertical value chain integration is usually the purview of production and manufacturing, but a boutique media consultancy in Sydney Australia has applied it to its clients, integrating them into their on-boarding process to both reduce the time-to-sale for itself while getting their clients’ initial campaigns launched faster and more effectively for a win-win outcome.
At the core of this integration are Personas; a sophisticated, descriptive representation of target consumers that traditionally require lengthy discussions with management, marketing and/or production/delivery staff to be defined. Ultimate Edge Communications (UEC), has systemised and automated this previously inefficient process with a tool that includes both quantitative and qualitative assessments catering to a Do-It-Yourself (DIY) model that will soon be fully leveraged with Robotic Process Automation (RPA).
UEC estimates Personas saves its clients up to $850/day or $25,500/month on a typical promotional campaign.These savings are achieved with a steadfast focus on a disciplined approach to split testing with statistical significance within digital marketing platforms and strict adherence to Exponential Marketing Strategies introduced in a previous CIO Advisor article.
UEC integrates Management by Metrics, Reversing For Results and Pathways To Profits into a cohesive value proposition to out-perform its peers, often by orders of magnitude.
UEC is able to empower its small business clients with the same leverage large corporations get from big data, at a fraction of the cost even with a lot less data.
Above average results are achieved due to the iterative nature being launched from a much higher datum reference benchmark as a result of the improved quality and responsiveness of the Personasthat improve targeting and positioning from the very start. Personas further enable copywriters and visual graphic designers to better match their messaging for more congruent buyer alignment reducing post-purchase cognitive dissonance (buyer’s remorse) whileimproving customer satisfaction throughout the customer journey.
Surprisingly, these Personas are not limited to the Business To Consumer (B2C) sector. UEC has extended its DIY model to the Business To Business (B2B) sector with Corporate Classification Categories developed by The Exponential Growth Strategist, Dr Marc Dussault. This approach is revolutionising how large amounts of raw data can be assigned to business-centric qualitative tools that are easy to manage with simple names like Kathy, Keith and Kellie assigned to complex Personas to embolden business decision-making across several layers of management.
The numerical and financial gymnastics required to make this happen is testimony to UEC’s relentless commitment to its automated systems and processes that underpin the deployment and delivery of client campaigns. Led by its Quantitative Queen, UEC’s multi-award winning innovative spirit is embracing Artificial Intelligence and Machine Learning as they merge into the new realm of Robotic Process Automation.
Personas are the first step in a structured, strategic approach to media communications. In parallel, UEC has systemised the auditing process to quickly assess the vital contextual considerations that can influence a campaign’s results. Six different audits have been created, each designed to address the specific component of marketing to enable UEC to collaborate with each client to prioritise the audits in the proper sequence to get quick wins on the board ASAP.The audits cover: Media, Website, Social Media, Marketing, Creative and Landing Pages.
Audits can’t yet be automated, but this structured approach provides UEC’s clients with an alternative to the traditional ad hoc approach synonymous with creative agencies renowned for with their hit or miss reputation.