Mind the Gaps

Welcome to Third Rail's method for monitoring metrics and effectiveness of our campaigns. We call it "Mind the GAPS."

Goals

Establish where you are going. We work with your team to develop goals that are measurable and repeatable so we can keep our team focused on driving results. Define goals so we are able to measure success and improve. Develop marketing plan that lays out the structure for our work. Define the attributes we want the brand or product to emulate. Determine unique positioning and find how we win. Brand essence document that tells the story. Determine what if any research capabilities we can deploy to better inform the marketing. Benefits Define the support points for the brand or product.

Audience

Know them, what they are doing and when. We get down and dirty to find your customers, understand what messaging we need to speak to them successfully and find the media they are consuming. Establish the channels and specifics around the deployment of media assets. Understand the target. Learn our targets behaviors and what they think about the products or services they are buying. Determine the voice and messaging best able to communicate our brand or product to the audience. Know what media our target consumes and when they are most likely to take our desired action.

Paired Optimization

Embrace the symbiotic relationship between creative and media. Media and creative work together. We optimize both together with a vision of how they impact each other as a whole not as media or creative alone.

Success

Understand what happened and build on it. Results are only helpful if you are able to learn from them and continuously apply the information moving forward. Draw campaign conclusions based on a creative/media correlation and how they shape website traffic. Set up weekly/bi-weekly/monthly reporting based on campaign and client needs. Compile all data collected throughout the campaign and put it into a simple and concise format. Campaign report card on it’s ability to achieve the goals previously outlined.