Our proven framework for data-driven marketing success
Customer experience has emerged as a top priority for brands over the past few years. Professional marketers in every sector understand this new reality and are making moves to embrace it, but it has brought with it a wave of fresh challenges that need to be overcome.
The IMPACT framework acknowledges the importance of the customer, placing it at the centre of everything, but it also recognises that great customer experience doesn’t come easily. Great customer experience requires the orchestration of a number of key organisational pillars such as people, process and technology. The IMPACT framework is made up from these pillars; enabling the assessment of their current influence on the overall customer experience.
The framework answers three key questions for change-hungry marketers: Where do I start? Why should I change? How do I succeed? Once you have the answer to these, IMPACT enables our clients to understand their readiness for change, align around a clear vision for the future and prioritise the delivery of projects to achieve it. The on-going measurement against the pillars also enables marketers to clearly articulate the business value of their efforts to the board to empower them to drive the change they want in their business.
The slider below looks at the key pillars and some of the outputs the framework provides.
Digital marketing maturity assessment and strategy
Project prioritisation, roadmaps and business case
How you measure the success of your programme.
Report and dashboard development
Benchmarking and lift projections
ROI analysis and attribution
People & Process
How you get things done.
Testing plans and execution
Process review and optimisation
Your customers and how well you know them.
Customer behaviour and insight
Data analysis and modelling
Customer and market research
The sum of your customer touchpoints.
Customer journey planning
Cross channel contact strategy
Your marketing technology stack and the value you get from it.
Technology vendor selection
Martech stack / infrastructure assessment
How does it work?
We follow a four-step process within each pillar of Understand, Inspire, Deliver and Succeed. This means that we begin with a deep understanding of our clients’ current state against where they’d like to be. We then build on these goals using our experience of what is possible and inspire their teams around a visionary future state. The deliver step is where we back this vision up with a roadmap of projects, surrounded by a number of KPIs that we measure in the success step to ensure we are moving towards the goal.
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