The Marketing Deep Dive Program aims to give organizations the opportunity to have their entire marketing operation analyzed. As part of this program Alcomis will review all areas of previous, current and planned marketing strategies. After reviewing all of the data, Alcomis will determine the viability of current and future strategies, pinpoint areas of efficiency and inefficiency and recommend potential growth opportunities. The intent here is to ensure that the organization is as cost effective as possible by allocating their resources in the best way to achieve their marketing goals.

Over 15 years of working with marketing agencies and in large multinational companies, we determined that waste is one of the biggest problems across marketing organizations. We observed that resources and budgets were often allocated to planning projects that were not viable for the marketing organization to execute. Now more than ever there is always a desire to do the “new thing” and to be seen as the “cutting edge marketing team”. Because of this, many companies ignore the basics. Marketing foundations are never established. Budgets are allocated to agencies for strategy, communications planning and creative. This increases costs and complexity, which has a negative impact on ROI.

Alcomis and The Marketing Deep Dive Program aims to reverse this trend and help organizations ensure that their base marketing operations are clearly defined. Budget, resources and time are essential commodities. By using the Marketing Deep Dive Program, organizations can ensure their focus remains on initiatives that deliver positive ROI. The aim is to simplify the marketing strategy so that the entire organization understands what their strategy is and the entire marketing team is clear on their programs and tactics.

There are four steps to the overall process:

Gather

Access as much information about the organization, marketing operations and strategy as possible

Gather all relevant quantitative data available

Collect qualitative data from relevant stakeholders through questionnaires and in person interviews

Analyze

Review all information and data gathered

Collate all data points and assess past performance

Leverage any relevant external data sources

Interpret

Based on analysis of data interpret the performance of past campaigns vs the overall organization and marketing goals

Benchmark performance based on overall industry standards and ROI analysis

Recommend

Pinpoint areas of efficiency and areas that are not performing well

Recommend potential new areas that would contribute ROI positive outcomes in relation to the organization's marketing goals

Collate these recommendations into a program / cadence calendar where applicable

Quantitative Data

Past marketing campaign performance

Data from marketing automation platforms / CRM

Social Media data

Website performance data

Qualitative Data

Interview sessions with stakeholders

Questionnaires from stakeholders

Marketing Collateral and Guidelines

Interview with service users or customers where appropriate

Interpretation of data and analysis of findings with regards to industry standards and organizational / marketing goals

Recommendations on future marketing strategies based on analysis

Recommendations on resources, budget and time available

Data analysis and underlying calculations

Presentation deck of interpretation of data, findings and recommendations

In depth documentation of all data analysis, materials referenced, calculations, and recommendations

Recommended marketing calendar and / or cadence planning (where applicable)