Inside everything we do at Jacobs & Clevenger there is a deep foundation of data and insights. They guide every process and ground any measurement.

It all begins with analytics and data mining. That’s the framework we use to shape input, focus targeting, and drive contact and messaging strategy decisions. Before any program is developed we also consider the back-end measurements, so we can shape the program to ensure the ability to meet metrics, and ultimately utilize that information to help us map out future decisions.

Web analytics guide our online initiatives and fuel other parts of the information and communications architecture. Search engine data and Google Analytics provide an understanding on what messages are resonating with customers, what information they are seeking in the decision process and overall how to best shape other aspects of your multichannel program.

Jacobs & Clevenger will always stretch to find information that can help us pinpoint the triggers that are most important to your prospects and customers, and ultimately shape your marketing communications program. That can include using email data, landing page click-through information, web trend data, online surveys, qualitative research data, Google Analytics, multivariate testing, traditional A/B testing or just a few informal discussions.

Testing is in our blood. It’s more than a smart practice, it’s the way we think. That’s because we use testing as the conduit to drive ongoing program success. We constantly strive to find the most effective ways to test within a client’s budget and scope. This includes both upfront and in-market testing. We have access to simple user panels for doing quick testing for interactive quizzes and games, as well as a methodology for conducting more robust web usability studies, leveraging webcams and other current technologies.

In-market testing can also take various forms, depending on the nature of the initial hypothesis, scope, budget and learning objectives. Our process isolates each component within a multichannel program, whether online or offline. And we’re comfortable with both simple and complex frameworks.

But the practical value of testing doesn’t stop there. We’re also strong believers in utilizing in-market testing to drive continuous improvement.

As you can see, our analytical services are vital to guide and shape richer and more successful communications. And they provide another solid reason why Jacobs & Clevenger can help optimize your marketing return on investment over the short and long term.