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.

 

Integrity and Success

Integrity means being honest and having strong moral principles; moral uprightness. It is generally a personal choice to hold oneself to consistent moral and ethical standards.

This cannot be truer because if you have lied and cheated to climb a ladder of success you did not earn it you have stolen it. There can be a tendency in our industry to “fake it until you make it”.  Sadly, that behavior goes on all the time.  I’m not saying there aren’t good people with integrity that work in advertising, because there are, but what people can sometimes do in our business is try to convince people to spend their money, sometimes money they don’t even have, on the goods and services that you are marketing.  In a ‘sell yourself world’ sometime the lines get blurred between truth and over-embellishment.   The mentality that you constantly have to ‘one-up’ the next person or agency is so pervasive that it can lead to promises which just cannot be kept.

The ad biz is constantly changing. What could very well be the correct answer one day is outdated the next. What people fail to accept is that it is acceptable not to have all the answers all the time.  Should you be well rehearsed in your area of expertise, stay on top of trends and industry news? Absolutely! But it is ok to say, “I’m not 100% sure, but I will find out.”  I think most people would rather hear that than be lied to, because then, before you know it, you have to tell more lies just to cover up your first one.  It’s a dead-end street.

You also have to own up to your mistakes. That can be tough, but everyone makes mistakes. It is how you handle those mistakes that can make all the difference. As a mentor of mine once said, “We are not performing heart surgery.” The faster a mistake can be handled the better the outcome.

The longer you’ve been in any business the more you will see, encounter, and learn. The best part of experience, good or bad, is what you take away from it.  When you go about your daily business with honesty and integrity your clients will know and trust you. If there is anything that will follow you from job to job it is your reputation; it follows you everywhere. So always treat your reputation with care. Your integrity and success depend on it.

At Modus Direct we believe – “GOOD KARMA IS GOOD BUSINESS.”

DRTV Must Haves

For a successful launch of a DRTV (or any advertising campaign), there are 3 crucial ingredients: Creative, Media and Back-end Operations. Some people in the industry may say one of these is more important than others, however, if all three of these are not properly done, you will be left with a recipe for failure.

CREATIVE
It is very important for your creative to do a few simple things:
1. Address the problem
2. Show how your product or service solves the problem
3. Have a strong call to action to make the consumer react immediately by calling a phone number or going to a website.
You must speak to the customer that may be in the market for your product, and then ask them for the sale with a strong call to action.

MEDIA
An expertly thought out media plan is equally critical for a successful DRTV campaign. The media plan for your DRTV campaign should be developed using every tool available to your media agency: ratings, rates, research, competition, as well as DRTV experience. While running a commercial for a home improvement product on HGTV sounds like a no-brainer, the cost for spots on the station may be too high for it to be profitable. Also, some stations or programs have a very high engagement levels like live sports, so customers may be less likely to respond out of fear of missing out what happens when the commercial break is over. It is important to not only identify what your potential customer is watching, but hit that at the right time when they are ready to buy.

BACK-END OPERATIONS
Having the back-end operations set up correctly can easily be an overlooked aspect of a DRTV campaign, but is just as important as creative and media. If you have a rock-star creative and media in the perfect places at the right prices, but have no way to order the product, then ultimately your campaign will fail. Seamless setup of a call center, landing pages and fulfillment are all needed to make sure that when customers do respond, they can quickly and easily buy your product and/or sign up for your service.

The experts at Modus Direct can help you with all three aspects of a successful DRTV campaign. We can help write and shoot your next creative, buy your media efficiently, and help with all aspects of back-end operations to make sure that your campaign is set up for success before it launches. Contact us today to learn more!

DRTV Storytelling. Page-turning data analytics.

Dear fellow direct response television experts,

How often do you hear our analytics gurus referred to as “Storytellers”? Ever? Probably not.  No, these terms are usually set aside for Brand advertising campaigns that win CLIOs and ADDYs.  Direct Response professionals have been telling glorious stories regarding data since 1984 – long before “big data” was even a coined phrase.

Boring? No way. Critical. We love data at Modus Direct. Data speaks the truth, but the interpretation and the presentation of that truth is where it all comes together.

There are 5 keys to successful DRTV performance storytelling:

  1. We want to write a novel – not a short story.  This means collaborating with our clients to gather data from all media channels in order to review media in a holistic capacity. The impact television has on your business is under constant debate.
  2. Every new week is a new chapter. Because we report performance at least once a week, we treat each weekly report as a new chapter.  An engaged advertiser can read the cost pers and can see that performance went up or down week over week. We don’t regurgitate the data. We present findings and next steps that build on your story, providing insights that are mind-blowing.  Anyone can see that the “cost per” went up or down $3.  But what does that mean?  Why did it happen and it is even relevant to the overall story?
  3. The end of every chapter is the beginning of the next and should have you craving for more.
  4. Visuals can speak louder than words. When it’s laid out there in front you, you can see the story of your campaign and its performance clearly. It’s an eye-opener.
  5. It’s a Series, not one and done. Every client has lifecycles in its marketing initiatives. It is okay for one story to end and another to begin. Every success has the next edition on the horizon.

So when you think about DRTV and data analysis, think about a good book you can’t wait to dig into. Expect the story (reports) from your DRTV partner to have that same level of detail and passion inside the cover.

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.

 

 

 

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