This week, I went to the Los Angeles office of Mullenlowe in El Segundo, CA. My classmates and I met with a former M-School Alumni and were given a tour of the office. Once sitting down with him as a class we walked through the analytics side of marketing, learning the ins and outs of data collection, analyzation, and distribution.
The presentation began with breaking down analytics into understanding it as the measurement, collection, and use of data. Once we understood the kinds of data they tracked and measured amongst their many clients, we got to see what they did with this collected data and how the many ways they used it to their advantage in marketing. One key part of the work they mentioned as an analytics team was page tracking. They gave us a very helpful recap of the history and significance of what it was and how it is used, as well as how Mullenlowe uses it now. Page tracking was described to us as using tracking and logs to see how many people are using their website, and what is being looked at and what isn't. The two presenters in our visit, one in strategic research, and one in campaign optimization, showed how their reporting reflect on what is driving success among their chosen KPI's. Whether focusing on pre-campaign, mid-campaign, or post-campaign, analytics can be used to understand what consumers are paying attention to, what's a waste of time to put money into, and how to reach their target markets in the most effective and cost efficient ways possible.
These practices of analytics, research, and optimization have helped my own team and I understand where to go at this part in our project. Now that we have our specific KPI's, we can find ways to track and analyze who we are reaching, who we aren't, what is working, what isn't, measure that success, and use that knowledge to further invest time and marketing efforts to get the most out of both our money, and our engagement tactics.
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