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Ultimate Edge Communications: Media Consultancy Leverages Marketing Intelligence for Explosive Growth and Competitive Differentiation
Aleisha McCall, Founder & CEOUEC was not daunted by the challenges presented by the disparate data sources, the multiplicity of media platforms compounded with a wide variety of client-side technical constraints and competing stakeholder interests. In fact, UEC not only automated and systemised the feedback loop across media, creative design right through to sales for its clients, but simultaneously developed its own end-to-end internal job production management system fully integrating its lead generation CRM right through to financial accounting and invoicing. This strategically empowered a flex time work culture that preceded COVID-19 and the Working From Home (WFH) movement.
What makes this story so interesting is that for a communications company, coming up with attractive designs is a qualitative, artistic endeavour far removed from the hardcore data analytics used to calculate sales funnel conversion metrics that underpin the bottom line results and all-important financial ROI clients demand.
Merging these two seemingly opposite approaches is how UEC has differentiated itself as a consultancy in sharp contrast to the traditional media agency model that operates as a unidimensional buying agent for clients.
This wasn’t achieved without serious hard work and commitment: At last count, UEC staff completed 32 courses, attended 16 workshops, participated in 26 Lunch and Learn sessions totalling a whopping 1,230 person-hours of attendance excluding extra effort some employees expended to study, write term papers and prep for exams and certification assessments.
The technical journey began with the aggregation of Excel and Google Sheets and soon migrated to sophisticated pivot tables to normalise, cleanse, slice and dice the data. This was soon followed with the automation and systemisation of the many data management tasks involved in digital marketing to substantially reduce human intervention, costly mistakes and misleading data duplication.
With these boxed ticked, UEC explored advanced data visualisation tools, selecting the market leaders— Tableau and Data Studio. Now, equipped with dynamic data feeds, UEC can visually track and monitor client campaign metrics in real time across multiple platforms reducing the feedback loop to enable quasi-instant optimisation. This serves to reduce media waste while increasing sales and the acquisition of much higher quality leads.
There are still many challenges ahead for UEC to sink its teeth into; embracing the power of Artificial Intelligence, leveraging Machine Learning and Advanced Heuristics to further embolden its clients’ presence within their respective domains.
Ironically and surprisingly, these innovations have come at a zero-cost base for UEC’S clients since once deployed, the combination of cost savings and increased sales substantially dwarf the additional investment incurred—because of the disproportionate efficiency and effectiveness gains achieved.
Marketing Intelligence was a core foundational principle of Ultimate Edge Communications (UEC) when it set up its shop back in 2014 and is why, as a media consultancy, it has been able to create market-beating results for its diverse clientele across both the B2B and B2C sectors
The technical journey began with the aggregation of Excel and Google Sheets and soon migrated to sophisticated pivot tables to normalise, cleanse, slice and dice the data. This was soon followed with the automation and systemisation of the many data management tasks involved in digital marketing to substantially reduce human intervention, costly mistakes and misleading data duplication.
With these boxed ticked, UEC explored advanced data visualisation tools, selecting the market leaders— Tableau and Data Studio. Now, equipped with dynamic data feeds, UEC can visually track and monitor client campaign metrics in real time across multiple platforms reducing the feedback loop to enable quasi-instant optimisation. This serves to reduce media waste while increasing sales and the acquisition of much higher quality leads.
There are still many challenges ahead for UEC to sink its teeth into; embracing the power of Artificial Intelligence, leveraging Machine Learning and Advanced Heuristics to further embolden its clients’ presence within their respective domains.
Ironically and surprisingly, these innovations have come at a zero-cost base for UEC’S clients since once deployed, the combination of cost savings and increased sales substantially dwarf the additional investment incurred—because of the disproportionate efficiency and effectiveness gains achieved.
