07 / OPTIMIZE
Make performance better —
based on evidence, not educated guesses.
Marketing should not be treated as set-it-and-forget-it. If we can see how the customer reacts to marketing, then we have a chance to improve performance.
Enter Optimize ↓Optimization starts with
what performance tells us.
Optimization entails making changes based on data and facts. That may include an adjustment to a campaign, an edit to a landing page, modification to a message, a tweak to a targeting parameter, restructure of content or a fix to a technical fault.
A real performance signal identifies where attention is needed.
One evidence-led adjustment is introduced with a clear purpose.
The response becomes new evidence for the next decision.
Improve the parts of marketing
that evidence points toward.
Change. Observe.
Improve again.
Optimization is not one correction. Each evidence-led change creates another opportunity to understand how performance responds.
More relevant. More effective.
More in sync with the customer.
Each iteration allows us to ensure each bit of marketing is more relevant, more effective and works more in sync with what our customer wants.