DATA STORYTELLING

CUSTOMER DATA EXPLORATION

A brand’s customers are an excellent source of intelligence and insight into wider consumer behavioral trends.

 

Our teams will work with you to extract the key data points valued by media & consumers, translating them into easily digestible, shareable content.

CONSUMER SURVEYS

Exploring consumer sentiment and behavior via the use of surveys allows our team to draw insights into topics that challenge existing norms.

 

Using consumer data, we create storylines that pique the curiosity of key target audiences or expand on popular topics currently making headway with media.

WEB & SOCIAL SCRAPING

Online social channels and publicly shared data offers an excellent resource for identifying consumer trends.

 

MBA taps into sources such as social hashtags and/or online resources like the National Retail Federation to extract data that can be analyzed and translated into a visually compelling story for your brand.


INSIGHT-DRIVEN PR STRATEGY

COLLECTIVE INTELLIGENCE

A focus on technology brands allows us to collect and analyze trends in results from our full range of clients. Every quarter, we produce an intelligence report that provides the latest media trends including:

  • Top Media Outlets by Vertical
  • Top Journalists by Industry
  • Backlinking Trends
  • Tonality by Outlet & Journalist
  • Performance by Story Type

CONSUMER INSIGHTS

Our team regularly seeks out the latest shifts in consumer technology adoption habits and publishes the findings in whitepapers, infographics and blog content. This informs our strategy and how we measure results. Recent studies have included millennial tech adoption and Amazon purchasing trends. Key insights include:

  • 3 of 4 Millennials visit brand site prior to making a consumer tech purchase on Amazon
  • Over 50% of millennials discover tech brands on blogs and news sites before making purchase on Amazon

MEDIA STRATEGY

Every client engagement begins with a thorough evaluation of past earned media success, competitive analysis, messaging development, media SEO impact and pitch angle research.

  • Industry Landscape Analysis
  • Media Coverage Audit
  • Competitive Analysis
  • SEO Search Term Research
  • Editorial Messaging Development
  • Media List, Editorial Calendar, and Pitching Approach
  • Program Measurement and Goal Setting


REPORTING METHODOLOGY

REPORTING CADENCE

MBA provides a robust schedule of reporting:

 

Weekly – Overview of coverage and progress against key initiatives

 

Monthly – Comprehensive coverage overview and analysis of key metrics

 

Quarterly – Key coverage insights and strategic recalibration

 

Annual – Benchmark annual progress against previous years and KPI goals

LAUNCH AND CAMPAIGN REPORTS

Visual, shareable reports that highlight results from recent launches and active campaigns providing real-time insight into the performance.

 

This includes metric recaps, top quotes from media, media conversation cloud, and top outlets by views, shares, SEO-impact and site traffic.

KPI MATCHMAKER

We match your business and marketing goals with measurable communications KPIs to provide clarity and alignment on expectations for agency results.

 

Industry data based on years of actual PR results and performance, help set benchmarks as your communications program launches.

 

Quarterly and yearly analysis provide insight into growth and areas of opportunity.


BUSINESS INTELLIGENCE

AUDIENCE SEGMENTATION

Our team identifies the target audiences most likely to purchase your product and provides detailed insights into their demographics, shopping behavior and the media outlets and influencers that influence them.

  • Consumer behavior trends & challenges around the product category and existing market offerings
  • Interest level in new product solution
  • Target audience profiles (demographics, behaviors within product category, product ownership, purchase locations, research sources references, consideration time, retail preferences, media consumption habits, advertising impact, people of influence, brands of influence)

CONSUMER PRODUCT TRIALS

It’s important that we understand how consumers will ultimately review your product, as this will greatly impact its success. MBA coordinates hands-on testing with people in your target audience to determine actionable opportunities for improvement. This is used to make essential changes to the customer experience before the product hits the market.

  • Unboxing experience & packaging feedback
  • Ease of setup & instructions
  • Pros and cons of product experience
  • Perception of product price compared to experience
  • Sample customer reviews and star ratings
  • Likelihood to recommend and/or purchase

COMPETITIVE ANALYSIS

To stand out in your market, it’s essential that you understand how your competitors are marketing to similar audiences. MBA will explore the competitive landscape to identify each competitor’s cross-channel marketing initiatives, providing a point of view on how the client brand can strategically position itself in the market and capitalize on gaps left by competitors.

  • Industry conversation trends & sentiment drivers
  • Brand passion index
  • Brand & competitor health analysis
  • Brand & competitor purchase funnel analysis
  • Social media channel analysis
  • Influencer & media analysis
  • Recommended marketing approaches