What was the scope of their involvement?
On the first level, we hired them to run an econometrics project. Standard marketing reporting could only attribute on a last click basis, but this approach would give a more accurate ROI breakdown of touchpoints throughout the customer journey. Our communications channels include digital, TV, out of home, radio, sponsorship, and paid partnerships. Brightblue measured each channel’s cost per ROI by analyzing their impact on driving expressions of interest and sign-ups to the programme, which incur a £50 ($70 USD) fee.
Currently, they’re creating waterfall data visualizations using information from several in-house teams and our partner agencies; we work with media, social, and PR vendors. These visualizations demonstrate how individual channels impact brand health metrics and drive sign ups from a short and long-term perspective. Specifically, we’re interested in how awareness and affinity convert to increased participation rates.
What is the team composition?
The director is our main contact; she serves as a project and account manager. Three people support her, but resources doe shift on a project-by-project basis.
How did you come to work with Brightblue Consulting?
Since we’re government-funded, we had to follow strict procurement rules. However, we conducted some market research, and eventually considered six agencies. We submitted a brief to Brightblue before they pitched to us.
Their pitch included sample waterfall visualizations. The graphics were among the best I’ve seen; they brought the data to life.
How much have you invested with them?
We spend $100,000 per year.
What is the status of this engagement?
Work started in January 2017 and is ongoing.