The 6 'journalistic questions' dimensions align to fundamental marketing 'exam questions' that assist the key decisions, investigations and tests:
o Goal/Objective = What
o Strategy - Who, Why
o Tactics - How, When, Where
And there are also 2 bonus learning-loop questions: - as Science should be tested and evolved:
o Intelligence - Did it work, What's been learned
Iterative improvements in results stem from analysis and data models. Factors have limitations on how much they can contribute to uplifting direct marketing results, e.g:
o 44% Target Audience
o 22% Offer
o 15% Timing
o 10% Creative
o 9% Response device
Goal/ Objectives Specific, Measurable, Attainable, Relevant, Time-bound
Market Sizing & Market Share: What do we want to sell?
o Current customers and prospects, by region/product.
o Models: Penetration, Next-product propensity model, Product lifecycle, Price-point analysis, Market Research.
Strategy
Target Audience: Who will buy this?
o Define profiles and awareness of competition strength/gaps.
o Models: Segmentation and seed Audiences, Traction (growth/opportunity) analysis.
Storytelling & Creative: Why will they buy it?
o Engaging and relevant narrative/creative aligning with proposition, profiles and opportunity.
o Models: Purchase reason (want/need, replace/upgrade/complementary), Modular asset/price customer journey (marketing funnel >sales pipeline journey > client management).
Tactics
Comms Channels: How are they listening?
o Channel analysis of who is listening/engaging in which channels - most effective/£.
o Models: Spend/engagement models (MMM, Channel Cascade/ROAS, Attribution).
Timing: When will they buy it?
o Hitting the window of opportunity is key to nudge further down the funnel/pipeline.
o Models: See/Think/Do Always-on Sniper, Broadcast timing, Repeat warm-up, Seasonal targets.
Physical Location: Where will they buy it?
o Will they buy on-line or instore, direct or elsewhere? Can we change this habit?
o Models: Purchase channel stickiness, Wasted spend scrubber, Catchment analysis.
Intelligence
Outcomes: Did it work?
o Compare KPIs to the definitions of success laid down in the Objectives and Campaign spec.
o Models: Automatic BI dashboards, Decision Engine that reacts to real results.
Learning: What’s been learnt?
o Test & Control drives incremental tactical improvements and strategic decisions.
o Models: Flip/Flop testing, Automatic feedback loops.
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