Marketing Science

With the changing digital landscape, brands need new measurement solutions — and MuteSix is at the forefront of leveraging them. We’re always evolving our data measurement solutions to circumvent challenges and recognize opportunities for growth for brands. We take a proactive approach to measuring performance for your paid media campaigns so as to quantify the impact of your marketing investments directly and scale profitably.

How It Works

With our Marketing Science services, you get more than just data reports, which can be challenging to interpret on their own. You also get expert insight and analyses to inform all media buying and creative decisions so you can iterate upon winning concepts and maximize your success through the funnel. 

We work with brands to optimize their campaigns based on an in-depth analysis of their consumer shopping trends, always ensuring we scale efficiently for profitable results. To do so, we use data analytics and reporting to inform strategy for our clients — whether it be identifying new growth opportunities or making strategic pivots in the face of unexpected challenges.

We Provide Custom Data Reporting and Client Deliverables

We package raw, real-time data into custom-tailored deliverables to help clients best ideate and execute their campaigns. Specifically, we look to:

• E-commerce shopping insights
• Trends on paid media channels
• First-party customer data
• And more

We keep a close watch on industry trends and consumer behavior on paid media channels to make strategic media buying decisions. We measure brands’ real-time performance within their vertical and respective to historical data, and we gear our recommendations — from ad spend to channel diversification — toward the most efficient path to scaling success.

We also look to data to measure the impact creative has on performance, and we optimize content accordingly. We identify opportunities for growth and make pivots when necessary.

Lastly, we look to real-time customer data to ensure your campaigns are meeting business goals and scaling in the way that’s best for your brand.

We Leverage a Modern Data Architecture

Our Marketing Science Team uses supermetrics, an extract-transform-load (ETL) tool that pulls data from various marketing channels into a single destination. We rely on Google BigQuery to store our data, and Tableau to fuel powerful dashboards and build proprietary data products for our clients.

We Slice and Dice Through a Client’s Data Using Strategic Data Aggregation

We aggregate data in the following ways:

• All Vertical Spend and CPM Trends
• Spend Against Benchmarks
• Spend and Conversion Rate Trends

How Can Data Analytics Help Grow Your Business?

Analyzing data is more important than ever to inform marketing efforts and digital advertising. With the help of the right data analytics platform, you can learn which products to advertise and prioritize.

You can also gain crucial insights about your audience that will allow you to adjust your marketing strategy — driving conversions, improving engagement, boosting customer retention, and reducing ineffective ad spend.

Additionally, data analytics can help you understand what drives your customers, helping you to personalize content, develop better content strategies and new products, and more. Data analytics can even help you succeed in the future by identifying where you succeeded in the past.

To make the most of data analytics for marketing, we consider important metrics like:

• Revenue
• Average order volume
• Customer LTV (lifetime value)
• And much more

We also leverage the advanced, automated data solutions of our trusted partner, Peel, a fully automated data analysis tool designed to help leading Shopify brands quickly understand significant trends in their e-commerce niche. This tool offers visual insights into your brand and allows you to react to the most promising cohort signals — all without technical skills on your end. 

Peel gives you the numbers you need to make powerful data-driven decisions, providing access to more than 100 metrics to reveal the key drivers of change for your brand. Instead of wasting time crunching numbers, you’ll have access to the insights you need to strategize effectively.

OM Mushroom Case Study

Om Mushroom, the budding brand behind single species and mushroom superfood blends designed to promote immunity, vitality, cognitive health, and energy, came to MuteSix to drive growth via an integrated omnichannel strategy. Part of Om Mushroom’s goal was to boost customer LTV by converting one-time purchasers (OTP) into subscribers.

The brand leveraged MuteSix’s data analytics services to better inform key elements of their omnichannel strategy, including marketing spend allocation, creative messaging, targeting tactics and goals, and channel-specific growth opportunities.

The Strategy

Our Marketing Science team of analysts and strategists monitored product performance, promotional code activity, and subscription trends on a monthly basis. Collectively, these in-depth analyses allowed the team to understand campaign strengths and weaknesses that allowed them to recommend campaign pivots and identify new opportunities.

The Success

Immediately after implementing the Marketing Science team’s full-funnel, omni-channel recommendations, Om Mushroom saw these incredible results:

• 66% Increase in Average Monthly New Subscribers
• 47% Increase YoY in Net Revenue
• 11% Increase in Average Order Value YoY

These results from Om Mushroom are just one example of what the Marketing Science team has done for our clients. We see incredible results by looking to the data to make pivots and optimize strategy for optimal results when necessary.

How Are iOS 14 and New Privacy Laws Impacting Data?

Apple’s most recent rollouts of iOS 14.5+ have rapidly changed the e-commerce landscape. Specifically, Apple’s new App Tracking Transparency (ATT) has allowed consumers to click an “Ask App Not To Track” popup that removes key consumer insights for digital marketers in areas like performance, revenue, CPA, and ROAS. 

These updated settings have already been adopted by over 73% of iPhone users — 92% of whom have opted out of app tracking. More email tracking updates are scheduled for the fall, and Google Chrome’s planned phaseout of third-party cookies in 2023 will continue to create tracking implications.

Luckily, MuteSix is here to guide brands through this brave new world of evolving technology and performance tracking changes.

MuteSix and Data Privacy

At MuteSix, we’re pioneering the shift toward first-party data collection in a post-cookie world.

We’re evolving measurement solutions to circumvent signal loss attributed to Apple’s ATT, including multi-touch attribution and holistic reporting. As the name suggests, holistic reporting is a more holistic and macro-level analysis of paid advertising’s impact on revenue as opposed to channel-by-channel attribution.

We also use measurement strategies like Marketing Efficiency Ratio (MER) and Media Spend to Total Revenue to help brands understand the health of their marketing investments. And we help brands compare their metrics from before and after ATT to understand the impact of Apple’s privacy changes directly.

The MuteSix Difference

MuteSix is a performance marketing agency that creates value for direct-to-consumer brands by combining breakthrough creative and targeted media buying to achieve data-driven results every step of the marketing funnel. 

MuteSix has helped clients generate over $1.5 billion in direct revenue from ads in 2021 alone. Individually, our clients see a 50% increase in revenue on average after working with us for just 12 months. Thanks to this revenue and growth, more than 30 of our clients have acquired and/or raised venture capital funding.

At MuteSix, we blend analytics with strategy for a comprehensive approach that provides your brand with the most insight possible. We’re also pioneering the shift toward advanced measurement solutions as the technological landscape shifts and data privacy disrupts performance marketing.

The following services are available to all our clients at no added cost to help inform their strategy and deliver record-breaking results.

• Advanced Measurement Strategies. Our team is available to consult on the latest in data analytics, including Incrementality Testing, E-Commerce Data Tracking, Multi-Touch Attribution, and Marketing Mix Modeling.
• Growth Marketing Models. We analyze cross-channel Paid Media data to inform future media investment strategies to execute on KPI targets while identifying areas of efficiency and accelerating growth.
• Reporting and Data Visualization. We use the most advanced systems to create custom dashboards for real-time reporting configured to each brand’s specific needs, from high-level to granular insights.
• E-Commerce Vertical Insights and Trends. Clients can access agency-wide data sets across Paid Social, Paid Search, Programmatic, Email, and Amazon channels to gain perspective on vertical-specific insights and trends.
• Custom-Tailored Customer Analytics. We generate Customer LTV Models, Retention Models, and more to better understand shoppers and shopping behavior, helping speed the feedback loop between data and strategy.

Get Started With MuteSix Today 

Reliable data is crucial for measuring the efficiency and effectiveness of your paid media efforts — but it’s growing increasingly more challenging to acquire that much-needed data based on traditional measurement solutions.

At MuteSix, real-time data is at the heart of everything we do — from ideating to implementation. We use it to inform paid media decisions, identify opportunities for growth, make strategic pivots, and ensure every marketing dollar is one that’s well spent.

With our complimentary data analytics services, you also have access to the marketing insights you need to inform your strategy. Our in-house team works hand-in-hand with our media buying and creative teams to inform holistic, data-driven decisions to help your brand achieve maximum results.

If you’re looking to experience success like Om Mushroom and so many of our other clients, reach out to MuteSix today for a free marketing consultation tailored to your unique needs and goals.

Sources:

Scaling First-Party Data as the Cookie Crumbles in a Privacy-First World | Justuno

Eight Ways Data Analytics Can Revolutionize Your Business | entrepreneur.com 

Importance of Data Analytics in Marketing and How It Helps With Your Reach | Smith.ai