We are over 35 data specialists, focused on data engineering, data science, advanced analytics, website analytics, media performance analytics, creative analytics, quantitative research, marketing and business intelligence and behavioral science.
Today, the world is awash in data. This is both a blessing and a curse. Marketing investment has become more data-informed, accountable and responsive to optimizing strategies — and this is a good thing. But it’s easy to become overwhelmed by information, chained to data, and pay more attention to reports than innovation. Ironically, all this data we use to better understand people also makes it easier to get disconnected from people. It’s vital to remember that underpinning each data point are human beings — their behaviors, attitudes and motivations.
At RPA, we humanize data. We don’t just report — we understand. We understand not just what people are doing, but also why. We then apply those insights to optimize marketing investments in order to drive business growth. Approaching our data through the lens of people is just one of the ways we strive to create value for both our clients and our clients’ customers.
RPA has a unique approach to analytics and insights — we call it Holistic Optimization. We start by putting the customer first and design systems to identify and learn behaviors and attitudes. By deeply understanding a brand’s customers, we can develop journeys and communication architectures that not only drive value for the customer, but also drive value and ROI for the brand.
In our view, measurement is too often discrete: that is, only looking within an individual channel or at one communication goal. While we do measure and optimize each channel, the greatest impact on ROI actually occurs when looking across goals, audiences, messages and channels.
We don’t optimize a programmatic buy, for instance, in isolation — but rather, analyze behavior and media spend across all channels in the media mix. We monitor what other programs or initiatives are in-market. To understand performance, we go beyond last-click attribution to determine how channels impact each other and what role the channels, tactics and messages had in driving a successful action. Holistic Optimization is a powerful approach to allocating marketing spending and delivering ROI.