At Variable Media, we apply a layered approach when analyzing our data sets. When we run media online we develop natural variables that we can compare such as Monday vs. Tuesday or January vs. February or even Morning vs. Evening. Platform variables are unique in their own and understanding the vast array of these data sets helps create a multi-variable analysis opportunity.
Created and defined by Variable Media, multi-variable analysis is the analytical approach taken to understanding the data from various marketing platforms and applying a humanistic methodology to evaluating and developing optimization to improve results.
The winning brands are the ones using social media purposefully, efficiently and creatively, in line with their brand identities.– Adèle Gritten, head of media and financial services consulting, YouGov (view source article)
Core Audience Example
The layered audience approach above provides a visual representation of a marketers journey to a core audience.
The true advantage to any marketer is the data. If we aren’t creating visual appealing data dashboards that convey a story then we are missing a huge opportunity to create valuable insight. Below you will find key advantages of multi-variable analysis.
- Deeper insights and campaign understanding
- Analysis that develops brand perspective & positioning
- Creative perception among users exposed to your ad
- Find core audience with a layered analysis approach to scale performance
- Leverage multiple data sources for compare and contrast opportunities
Multi Variable Case Studies
This is the most worrying part for most clients going through or needing a turnaround; it means that incoming cash flows will change completely. We help ease these issues through fantastic financial projections and a realistic view of what can be accomplished.
We also ensure that the whole team is included in the process and that no one is left out during the turnaround. The most crucial part is ensuring some degree of financial stability during the turnaround.
Creating a list of potential qualified prospects for your service or product can be daunting when you’re beginning your business. However, this needs to be considered as a follow up on your Target Market Analysis so you can hit the ground running.
YouTube Advertising Variable List - Sample
The below outlines a list of key variables we analyze at various levels of the optimization process.
- Day of Week
- Geo Location
- Age Group
Facebook Variable List - Sample
Listed below we kind key delivery and performance variables that are analyzed across every campaign
- Age Group
- Geo Location
- Video View
- Post Reaction
- Engagement Metrics
- Link Clicks