Finding Certainty in Uncertain Times Through Data
Our world oscillates between periods of certainty and periods of uncertainty. Within marketing, fast-paced digital transformation and changing consumer behaviors ...
As a comprehensive marketing service, Clue leverages automation, data science, and analytics to improve media performance on customer acquisition campaigns. Simply put, as a company, they are ROI obsessed. Clue works to build and manage solutions that allow marketers to realize lower acquisition costs and better business outcomes at scale.
In this changing landscape, Clue is working to help their clients navigate the unknowns and better measure their business health. As a part of our series in understanding how our Datorama customers are finding certainty through measurement & data, we talked to Clue CEO and Co-founder, Josh Alvernia, to learn more about the steps Clue is taking:
How is Clue guiding its clients through this time?
It is a tricky time. To start, we are trying to give our clients a clear and accurate view of the current state of their business. We were noticing that many of our clients are under incredible stress– they are ready to take action on their marketing, but don’t have the systems and tools set up to get clear and reliable reporting on the key events that drive revenue. Our goal is to tackle those challenges first.
For example, one of our clients works in events. They have a fantastic business and needed to know to what extent their business was being affected by the crisis. We quickly worked to connect all their vital data sources and build them a tool that would give them a clear view of weekly trends, titled “Business Health Monitor.”
It wasn’t a pretty picture, but it was a clear picture. Similar to horror movies– the monster always seems scarier before you see it on screen. We are now using this tool as the reference point for marketing success. Our first goal is to get the company back to pre-crisis weekly bookings.
What initiatives have you launched to innovate and lead through this time?
After our experience with this client, we realized that many advertisers and agencies are experiencing the same issues and we have a lot to offer.
We saw an approach that could be applied to all of our clients:
We then decided to lower all barriers to accessing this help through Clue and put some of our own skin in the game. We launched the “Lean on Clue” initiative which has three main points of value, intended to help each step of navigating the crisis.
So far, our customers and the greater industry have reacted positively to this initiative and personally, as a business leader, I always bet on our clients.
I’ll put my money down on their number any day.
What are some tactical steps you’ve been taking to help clients understand their changing landscape?
We covered a lot of this process in our Adweek and MarTech West segments “Finding Certainty With Data: How To Manage & Navigate Through Change & Prepare For Future Growth”, so I would recommend checking out the recordings for the full picture.
Here are some key takeaways:
1. Get your mind on your money and your money on your mind
It’s imperative for marketers to improve the health of their businesses and there is no room for error. Make sure you are pulling in the data sources that allow you to go through the full cycle of your job. What does that mean?
Categorize your data sources based on (1) decisions, (2) actions, and (3) outcomes of your decisions and be ruthless in excluding what doesn’t matter.
2. A little less conversation a little more action, please
Take action now and focus on the channels that can scale, if you are seeing results. Build dashboards that help make your speedy decisions better. What does that mean?
It means building customized data visualizations based on the viewer. For example, the C-Suite needs different information than the VP level, and the same goes for your soldiers with their boots on the ground. They each have deliverables they need to materialize to keep the business moving forward. Help your stakeholders do their jobs better and create visualizations that allow teams to collaborate and align cross- functionally.
3. Can’t forget, you only get what you give
Focus on platforms and outputs that are built for an automated workflow. You want to minimize the time it takes to manage the system and spend more time analyzing performance and optimizing outcomes.
How has Clue itself adapted during this time?
We are focusing on our clients and playing for the long game. Our success depends on the success of our clients, so we attack their challenges first.
In addition to adjusting our sales proposition and tailoring our value for the immediate needs we are seeing in the market, Clue is also aggressively making investments in developing solutions that are focused on the future. As we help marketers tackle short term challenges, we want to identify and address those future challenges so we are best positioned to help.
How has Datorama/having a marketing system of record helped your business during this time?
Datorama is our marketing intelligence platform and the portal in which our clients witness the value of Clue. It allows us to give data greater application through modeling. It allows us to make better and faster decisions at scale and across many clients through automation. It is a key piece of the modern marketing stack that we feel is just as necessary as the platforms in which you buy media from.
Datorama is helping us drive the desperately needed ROI for our clients and show them positive trends that help them feel confident in tomorrow, and in giving Clue a role at the helm.
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