kbs+ DATA & ANALYTICS

BUSINESS GROWTH, FUELED BY MARKETING INTELLIGENCE

OUR VALUE PROPOSITION TO OUR CLIENTS

BUSINESS GROWTH, FUELED BY MARKETING INTELLIGENCE

WE DRIVE MEASURABLE BUSINESS GROWTH, THROUGH INSIGHT DERIVED FROM:

MARKETING & BUSINESS STRATEGY EXPERTISE

HYPOTHESIS-DRIVEN DATA ANALYSIS

OUR INTERNAL VAL PROP TO kbs+ STAKEHOLDERS

We make stuff better by amplifying the output of our agencys collective thinking
We connect creativity and innovation to tangible business results
We orient all cross-functional work toward critical outcomes
We reduce uncertainty, risk and guesswork
We relentlessly drive for continuous learning and improvement

We can help our agency partners look good

Better results
Happier Clients
Stronger relationships
Higher Account Revenues

SOME OF THE COMMON QUESTIONS WE'RE ABLE TO ANSWER

TYPICAL CAMPAIGN-RELATED QUESTIONS:

How should we define and measure success?

How can we tell whether were reaching the right audience?
How do we tell which portion of total sales are really coming from marketing?
How can we show the business impact of our offline or brand equity campaigns?
How effective is our media mix? How should we be allocating our spend to make it more effective?
What are people doing once they reach our website? What does this mean for our brand? For our business?
SITUATIONAL & CLIENT MANAGEMENT QUESTIONS:

How can I help my client look like a rock star to his/her boss?
Our proposal is sound, but our clients arent fully convinced; how can I make a compelling case to persuade them?
Have we considered all the angles [in our planning, execution, etc.]? Anything here we havent thought of?
Is a given setback truly cause for alarm? How can I ease the clients concerns and help them see the bigger picture?
The stakes are high; whats the best course of action for us to take here? How can we narrow the list of options?

HOW WE THINK

THINK STRATEGICALLY

FOCUS ON RESULTS

BE RELENTLESSLY CURIOUS

SEE THE BIG PICTURE & FOCUS ON

SUSTAINABLE BUSINESS GROWTH

PEG PERFORMANCE TO GOALS,

MONITOR & ADJUST TO ACHIEVE
MAXIMUM BUSINESS IMPACT

QUESTION EVERYTHING AND

REVEAL THE HIDDEN MEANING

CHALLENGE THE STATUS QUO

MINIMIZE UNCERTAINTY

STRIVE TO INNOVATE &

CONTINUOUSLY IMPROVE

MAKE SMART BETS BASED

ON CALCULATED RISKS

WHAT WE DO

STRATEGIC PLANNING

MEASUREMENT & OPTIMIZATION

MARKETING ANALYTICS

FRAMEWORKS, COMPETITIVE ASSESSMENTS,

DEFINE SUCCESS, MONITOR PROGRESS

METHODS, BEST PRACTICES AND

LONG-RANGE GROWTH STRATEGIES

AND OPTIMIZE FOR MAXIMUM OUTPUT

CUTTING EDGE TECHNOLOGIES

INNOVATION R&D

DATA SCIENCE & MODELING

LEARNING AGENDAS, EXPERIMENTATION,

PREDICTIVE MODELS, STATISTICAL

CONTINUOUS IMPROVEMENT

TECHNIQUES, INFORMED DECISION MAKING

HOW WE ENGAGE

OUR TYPICAL BEACHHEAD

Many clients only want to
begin with (or are convinced
that they only need) two of
our core offerings.

OUR TYPICAL UPSELL

After establishing credibility
and rapport on those two
pillars, were often able to sell
in more work from the others.

MEASUREMENT & OPTIMIZATION

MARKETING ANALYTICS

DEFINE SUCCESS, MONITOR PROGRESS

METHODS, BEST PRACTICES AND

AND OPTIMIZE FOR MAXIMUM OUTPUT

CUTTING EDGE TECHNOLOGIES

FULL MENU OF D&A SERVICES

STRATEGIC
PLANNING

STRATEGIC ANALYSIS
COMPETITIVE ADVANTAGES,
THREATS & GROWTH
OPPORTUNITIES

COMPETITIVE
BENCHMARKING
AUDIT COMPETITOR ACTIVITIES
AND SET GOALS RELATIVE TO
COMPETITOR POSITIONS

MEASUREMENT
& OPTIMIZATION

HYPOTHESIS-DRIVEN
DATA ANALYSIS

MEASUREMENT
PLANNING

DATA INFRASTRUCTURE
SET UP DATA CAPTURE WITH
TAGGING & EVENT TRACKING
INTEGRATE MULTIPLE SOURCES
INTO A CENTRALIZED DATA
PLATFORM

DASHBOARD & REPORT

DESIGN

GEO/DEMO ANALYSES,
AUDIENCE PROFILES,
SEGMENTATION SCHEMA,
SEGMENT/COHORT PRIORITIZATION

DEVELOP CUSTOMIZED
TEMPLATES FOR ONGOING
PERFORMANCE MONITORING
AND DATA VISUALIZATION

CAMPAIGN REPORTING

REVIEW EFFICACY OF CURRENT

& RECENT VAL PROPS,
CHANNELS, TACTICS, ETC.

MONITOR RESULTS AND COMPILE

REPORTS OF CAMPAIGN
PERFORMANCE, TO INCLUDE
OBSERVATIONS, INSIGHTS AND
RECOMMENDED ACTIONS

GO-TO-MARKET
STRATEGY

ONGOING
OPTIMIZATION

PROPOSALS BASED ON HIGHEST

OPPORTUNITY COHORTS,
CHANNELS, TACTICS, ETC.

PROPOSE AND IMPLEMENT

CHANGES BASED ON FINDINGS
TO IMPROVE PERFORMANCE

R&D AND TESTING

LEARNING AGENDA
DEVELOPMENT

DATA SCIENCE
& MODELING
SENSITIVITY & PRO
FORMA ANALYSES

ITEMIZATION OF MISSIONCRITICAL SHORT-TERM & LONGTERM LEARNING OBJECTIVES

PROJECT WHAT-IF SCENARIOS

BASED ON POTENTIAL CHANGES IN
UNDERLYING CONDITIONS
(CONVERSION, ROI, RUN RATE, ETC.)

CAMPAIGN
ATTRIBUTION

PRIORITIZATION &
PLANNING

CORRELATION &
VARIANCE

APPLY MULTI-TOUCH
FRACTIONAL ATTRIBUTION
METHODS TO ASSIGN CREDIT TO
EACH AUDIENCE TOUCHPOINT

SELECTION, BUDGETING &

SCHEDULING OF TEST
INITIATIVES STEMMING FROM
LEARNING AGENDA

ANALYZE FACTORS TO DISCOVER

INTERRELATION AND INFLUENCE OF
SPECIFIC VARIABLES (CORRELATION,
TREND, CLUSTER, ETC.)

EXPERIMENTAL DESIGN
& TESTING

MEDIA MIX &

MULTIVARIATE MODELS

UNCOVER PATTERNS & DRIVERS

AND ASSEMBLE THE FACTS TO
REVEAL UNDERLYING STORY &
ASSOCIATED IMPLICATIONS

DEFINE BUSINESS GOALS &

DEIRED OUTCOMES; SELECT
IDEAL SUCCESS METRICS & KPIS

SEGMENTATION &
TARGETING

MARKETING MIX
AUDIT

MARKETING
ANALYTICS

WEB ANALYTICS
MANAGE WEB ANALYTICS
TOOLS & PLATFORMS
ANALYZE USER INTERACTION
WITH BRAND SITES AND OTHER
OWNED WEB PROPERTIES

SOCIAL & CONTENT

ANALYTICS
QUANTIFY VALUE OF USER
ENGAGEMENT AND COMMENTARY
SURROUNDING SOCIAL MEDIA
AND BRAND CONTENT

BRAND TRACKING
CONDUCT AND ANALYZE SURVEYS
& STUDIES TO ASSESS AUDIENCE
PERCEPTION, BRAND LIFT AND
COMPETITIVE POSITION

DESIGN & CONDUCT CONTROLLED

EXPERIMENTS (A/B & CREATIVE
TESTS, SITE NAV/ UX TESTS, ETC.)

MODEL PREDICTIVE SCENARIOS TO

HARMONIZE CONSTRAINED,
MULTIVARIATE SYSTEMS AND
MAXIMIZE POTENTIAL OUTPUT

INSIGHTS LIBRARY

SAMPLING &
SIMULATION

DETAILED REPORTS OF
OBSERVATIONS, IMPLICATIONS &
PROPOSED ACTIONS COMPILED
AT CONCLUSION OF EACH TEST

ESTIMATE PROBABILITIES VIA

RANDOMIZED SIMULATIONS &
PERMUTATION TESTS (I.E.,MONTE
CARLO, BOOTSTRAP, ETC.)

PROGRAM
GOVERNANCE
ONGOING MAINTENANCE OF
PROCESSES, STANDARDS, STATUS
UPDATES & GROUP MEETINGS

DATA AUTOMATION
DEVELOP CUSTOM ALGORITHMS,
MACROS AND SCRIPTS TO
AUTOMATE COMPLEX DATA
PROCESSING TASKS