The Closed-Loop Mediasphere Model
Today, everyone is eager to tell you they can do anything online — develop sites, set up a blog, manage a keyword campaign, produce rich media banners, find slots for in-stream video.
But when you ask, “What kind of results can I expect?” the smiles die, and the answers slow. Or you get the big artificial grin and assertions based on optimistic metrics.
Fact is, nobody can say exactly how your online campaign will perform before it is launched. Even with industry-standard metrics, even with your conversion rate quantified, even with all the historical keyword data we have. Why? Many reasons. Is your creative better than the industry norm? That will affect response. Is the traffic you’re driving to the site the same quality as your historial traffic? This will affect conversion rate.
What we can do is monitor and optimize an online campaign based on a closed-loop model that tracks all campaign tactics through to final outcome — that is, a sale or a lead. In the new mediasphere, where there can be 60+ different individual online tactics, this monitoring and optimization closes the loop, and provides rising results.
Centric’s closed-loop mediasphere model has three components:
1. Site and campaign metrics (at a minimum).
2. At least one traffic-driving tactic (keywords, ads, email, etc . . .)
3. Interpretation, intelligence, and proactive optimization.
It’s #3 that’s critical. Most companies have site and campaign metrics, but they may not know what they mean, or have time to apply the intelligence to optimizing their results. #3 provides the information necessary to craft more effective creative, delete ineffective keywords, move spend to more effective venues, and enhance the results of the campaign on an ongoing basis.
And it works. In every instance that Centric has applied the closed-loop mediasphere model, we’ve seen smoothly rising results. Money-losing keyword campaigns transform to stunning performers over the course of a few months. Traffic increases, without sacrificing engagement. Conversion rate and quality of leads rise.
It’s this unique model that we believe offers the true answer to the question of, “What kind of results can I expect?” Because, with a closed-loop model, it matters less where you launch, than where you are in 6 months.
Until next time,
Jason Stoddard
www.centric.com
