Good Data Practices: What to Do (or Not)

With the advent of the internet of things, wearable devices, and a pervasive need for more information the world generates over 2.5 quintillion (that’s 2.5 followed by 29 zeroes) Bytes of data every day.  Surprisingly, only 0.5% of that information is never used.  While Modus Direct doesn’t analyze quite that much data, we receive a lot! Despite our technology and elite analytics background, with every new client brings new challenges that Modus Direct tackles every day.  Are we receiving, collecting and generating this information in a straight and accurate fashion? Are we utilizing this data in the most efficient and germane method?

Data is said to be pure, unbiased, and truthful.  It is factual.   Yet, taking it at face value with no monitoring can be at best naïve and at worst disingenuous.  The methods and hardware that are used to generate and analyze data may be flawed in their application leading to errors and wrong conclusions.   To avoid this the first steps before any campaign is to plan, implement, and continually test data generating systems in order to make sure that the information is unbiased and error free.

Design what and how information is going to be gathered or created that will be relevant to the task at hand.  Be cognizant of what will be needed in the future based upon business or client needs.  It may seem like you to want to collect everything, but that can be impractical in size and require prohibitively expensive assets.  It also leads to time wasted on parsing large, unneeded datasets when a smaller, applicable collection would have served.

Once setup, testing is key.  Computers are a wonderful tool, but it takes a human touch to see patterns in information that could be signs of problems.  If the data looks too good to be true, then it probably is (and vice-versa).  Quality control is vital and an ongoing process during data collection that ensures reality is being recorded.

Now that we have good data it’s time to parse it and analyze it to inform the client of results or make internal business decisions. It’s easy to feed data into excel, make a bunch of graphs, and send off a canned report.  At Modus we really dig deep into the information to see what insights can be gleaned and utilized.  For clients that can often mean not only reporting results, but seeing what areas they can focus and grow their business and translating that into actionable decisions. Internally, Modus uses information to maximize optimizations on campaigns, giving the best bang for your buck.

It’s these data collecting, handling, and analysis processes that separates good information from the bad.  It can be the difference between success and failure.


Storm’s A-Brewin’ with Launch of New Thundershirt Creative!

The launch of Thundershirt’s new branded direct response creative is set for October 22nd. The shoot took place over five days, with two days in studio and three on location (and some VERY early mornings). Emphasizing real customers and true success stories shot in an infinity environment, the new creative continues to elevate Thundershirt’s brand presentation. We are beyond proud of Thundershirt’s evolution both into a household name, as well as the spot it’s earned as the gold standard in the market.

Celsius and Modus Direct Launch National DRTV Campaign; Tony Little Signs On

Celsius Inc. and Modus Direct launched a new national DRTV campaign this week promoting the new Celsius powdered negative calorie drink.

Celsius selected Modus Direct to oversee and manage its first ever television campaign to promote the company’s new line of powdered negative calorie drinks. Celsius sought an agency who is expert in not only national direct response television, but also in using TV media to drive in-store, retail sales. Modus will be responsible for all strategic media planning, media buying and campaign analysis. Though Celsius’s canned products are currently available at major retailers and grocery chains nationwide, this new TV campaign is the catalyst for the introduction of the new powdered version of their product worldwide. Our valued partner Bluewater Media, Clearwater, FL oversaw creative and production, creating both a :60 and :120 format.

In other major news, Celsius announced this week that it has signed fitness and wellness legend Tony Little to be a driving force behind the Celsius family of products.

Celsius specializes in creating healthier great tasting products with functions that people want and need. The sole purpose of the company is the invention, production and marketing of functional nutritional supplements. Celsius is driven to develop innovative products ahead of major trends. Celsius’s work is supported by science and their products can positively impact people’s lives.

One of the biggest differences between Celsius and their competitors is what can’t be found in Celsius. There’s no refined sugar, aspartame or high fructose corn syrup. Without any artificial preservatives, flavors or colors, Celsius a smart choice.

Six scientific studies were conducted on Celsius, which were presented at scientific conferences and published for peer review. Studies were conducted according to strict scientific standards at the University of Oklahoma’s Applied Biochemistry and Molecular Physiology Lab, one of the country’s leading metabolic research facilities. These studies, conducted on the Celsius product, not just the ingredients contained in Celsius concluded that unlike Diet Soda, drinking a can of Celsius actually burns calories.




All Rights Reserved. Privacy Policy | Terms & Conditions