While marketing relies on instinct and pure creativity, our dependance to algorithms and measurable consumer behavior cannot be ignored, and therefore must be part of every decision.  

We believe that a scientific approach to marketing can help organizations make better decisions with proven output in a transparent way. Our pragmatic way of working with data allows our clients to see actionable results in a reasonable time frame.

Marketing data ownership, architecture and taxonomy

To ensure data is treated as a valuable asset, a proper foundation is needed. Many marketing data projects are not scaled due to inappropriate ownership, structure and data quality. Manoeuvre can:

  • Design the right Adtech architecture to meet data ambition (Global, Region, Local);
  • Take on the program management of account transfer or creation, configuration and QA;
  • Plan and deploy Adtech naming convention with proper training and documentation.

KPIs alignment and dashboard program management

A large proportion of marketing reports and dashboards fail; not delivering on their business added-value nor the right level of usability. While parts of the reason could be technological, we believe the alignment of the organization is a core factor of success. In that sense, we are helping our clients by:

  • Proposing a measurement framework to fit organizational ways of working;
  • Aligning KPIs and documenting data source, calculation and specification in a playbook;
  • Programming the management of dashboard delivery.

Learning agenda deployment and golden rule definition

Many marketers believe in the test-and-learn approach. However, it is often not well integrated in the organization as the learning fails to impact how marketing is operated. Delivering proven marketing efficiency through our learning agenda and ensuring its actionability and compliance are the key pillars of our program:

  • Learning agenda, testing methodology and analysis;
  • Golden rule alignment, communication and governance.