Marketing is the intersection of customer and strategy
What is Performance Marketing?
At Altaena, we practice performance marketing to create digital and offline quantifiable results. Performance marketing is a data-first approach to targeting and communicating with people. Based on data analysis, we can define what makes an ad, campaign, or channel a success or failure. With that insight, we modify, augment, or reset a marketing approach, better matching customer and company strategy to drive measurably higher returns for clients.
Strategy
Altaena creates online and offline marketing strategy. This includes defining payback and ensuring profitable Return on Ad Spend (ROAS). Altaena’s expertise helps clients balance a mix of channel reach and depth, matching that to company objectives to both drive more customers and save marketing money.
Customer Analysis
Using clients’ own data, Altaena defines who clients’ customers are and what they want (and may not be getting). We find trends in customer behavior explaining one-time-only vs repeat purchasers. We can also define underlying drivers in customer inaction, leading to clients’ strategic improvements.
Customer Acquisition
Across all primary acquisition channels of Facebook, Instagram, Pinterest, and Google (SEM), we create campaigns and channel structure to drive brand awareness, first customer visits, and first customer orders. We also manage and optimize channels based on specific payback/return goals.
Customer Retention
Once a company has its first customers, Altaena can help keep them coming back. We do this with by designing net new channels and by improving existing retention channels, such as Email, App, and Direct Mail to drive more business at lower marketing cost.
Training and Benchmarking
Altaena trains teams on channel definition, metrics, benchmarking, and best practices for marketing management. This can either educate clients on how to work with their marketing partners or help clients develop their own in-house management capabilities.
Site Traffic Analysis
Customer insight via site traffic analysis creates chances to understand what customers like and dislike about the products or services you are offering. With that knowledge, Altaena helps companies pivot on their site, targeting, or product and strategy to meet customer demand.
“Such an educating and motivating strategy review. The acquisition funnel Altaena described as well as the channel design offered new avenues that drove new and larger orders for our start-up.”