Mastering the Art of Marketing Optimization: Alembic’s Optimize Playbook

Published: 10/11/2023

Optimizing marketing is a vital component of any successful business. It involves refining marketing strategies and tactics to improve their effectiveness and increase the return on investment. Key aspects of optimizing marketing include understanding the target audience, using data and analytics to inform decisions, adopting a customer-centric approach, experimenting with new tactics, and regularly refining strategies based on feedback and data. In the age of the attention marketing economy, it’s crucial for businesses to continually review and adjust their marketing strategies to keep up with evolving customer behavior and industry trends.

Alembic provides a solution called Optimize. This system allows marketers to visualize all their marketing channels, online and offline marketing, site traffic, and everything in between.

How Does Optimize Work?

Alembic has developed an Impact Score analogous to the Consumer Price Index to grasp the attention marketing economy better. It’s a global score derived from “detected events” from every data channel connected to Alembic. A “detected event” is a marketing event that has a material impact on your business.

The Attention Marketing Economy (AME) is a supply-side analysis that forms the Attention/Action framework. It shows the winners by marketing goals.

Essentially each marketer is attempting to capture their audience’s attention and compel them to take action. Therefore, Alembic’s AI-augmented algorithms focus on attention or action activities.

Alembics Attention Action Framework

Attention

• Brand (Reach, Awareness, Equity) includes events that have a one-to-many impact or reach. Brand Equity is more like brand reach/awareness.
• Demand – includes events that have a one-to-specific impact or reach (email list for example).

Action

• Interaction includes social media engagement, on-site search, and other page interactions that aren’t considered conversions (form fills, print clicks, etc.) as defined by your business.
• Target Goals (Revenue / Conversion)

Alembic Impact Score

The Alembic Impact Score provides a comprehensive evaluation of the importance and magnitude of events within your data. These scores are comprised of two sub-scores: Importance and Aspect.

The Importance sub-score measures the contribution of each event weighted by its occurrence. For example, a commercial that runs only once but with a high contribution will significantly impact the importance factor. This sub-score clearly explains the relative importance of different events within your data.

The Aspect sub-score compares the magnitude of events to their variation. This sub-score helps you understand how many of metrics fire at once and compares the magnitude of events across different platforms, such as TV versus Google Ads.

By leveraging the power of Alembic Impact Scores, you can optimize your marketing strategy and make data-driven decisions that lead to real results. So don’t wait – start using Alembic Impact Scores today and take your marketing efforts to the next level! Please find out more on our solutions page.