Putting a New Approach to Data on Marketing’s RADAR

March 5, 2013

Marketers must revolutionize their approach to planning cross-media campaigns and make better use of the wealth of data they have available if they are to succeed over the next decade. That’s the argument of Forrester consultant Nate Elliott in a new paper that puts the case for focusing more attention on the role that different platforms play in the customer life cycle.

Elliott puts forward a RADAR model of for planning marketing and allocating budget, coordinating activity across combinations of channels that can deliver: “Reach and Depth and Relationship”. In this model, Reach channels drive awareness and discovery, Depth platforms enable consumers to explore and purchase a product and Relationship channels provide them with an option for on-going engagement. “Smart marketers recognize that their customers turn to different channels at different stages of the life cycle,” says Elliott. “Reach, depth, and relationship channels each support different phases… You’ll need all of them to succeed.”

At each of these stages, brands use combinations of offline, online, paid, earned and owned media – but they use them in different ways. Reach channels such as paid search or TV advertising deliver a basic message to a broad audience, Depth channels can include retail stores and salespeople as well as websites, whereas Relationship channels are more carefully focused on particular customer needs.

The biggest challenge for marketers lies in allocating budget to the range of different options that they have in each of these areas. And this is where Elliott believes that marketing needs a data revolution. In his view, mapping activity to outcomes is the opportunity that marketers must take advantage of, something that the individual-based data available through a platform like LinkedIn can play a key role in helping to achieve.

“Successful marketing in the 21st century demands that we scientifically link marketing investment decisions to business outcomes,” says Elliott. “The digital tools that have become so prominent at all stages of the customer life cycle create more data about customers’ journeys than we’ve ever seen before.”

Editor’s Note: This post references the Forrester Report, Mix Art And Science For Marketing Success by Nate Elliott, published on January 14, 2013. This blog post is syndicated from our EMEA Marketing Solutions blog.