Of all the words we could have used to describe what we're passionate about, 'Audience Strategies' were the two that stood out. Data / insight / research / analytics / data science can be used in many tactical ways to understand audiences, but data's biggest impact is when it helps to be STRATEGIC about growing your AUDIENCE.
We build audience strategy capabilities (teams, projects, processes and technologies) that help brands grow through developing clarity on who their audiences are and what they should do to better engage them. We've built these capabilities to help Presidents, Prime Ministers, pop stars, DJs, rappers, authors, video games designers and TV producers as well as luxury goods brands, retailers and technology companies. We've worked with the world's biggest brands and also tiny, pre-funding startups. We've developed and refined lots of repeatable tools and techniques along the way. We'd love to share them. When audience strategies work, they're like magic in how they transform both the economics and the culture of an organisation.
The world is in the early days of using data to understand audiences. It feels like the early days of the X-ray, which let doctors look inside and understand the body for the first time: It took 100 years for X-rays to be properly integrated into doctors' ways of working. It may seem like the data revolution is upon us, but like the early days of the X-ray, it's still not at all clear to most organisations how data should be integrated into their daily life. We love helping organisations work this out.
We love working with brilliant leaders who are driven by a vision for how audiences can be more impactful to your organisation. We help make it so. By designing the capabilities you need and then helping you implement them in the long term. If you have a feeling that being more strategic about your audience could transform your business - Let's talk!
Our strongest core value is truth. That means we'll be honest about whether we can make a big difference for you. If we can't then it will be our pleasure to connect you with someone in our network that can. We're lucky to have an awesome network. Two-thirds of conversations go this way. Connecting smart people brings us great joy and we're still happy to offer advice and support, even if the bulk of the work is done by another agency.
Five questions we love answering
We don't market our services. We don't list standard products or services on our website and we don't advertise or market them. We work mostly through referrals. But we're always happy to share our approach with anyone who is interested. That said, there are five questions we love to answer:
What should my data strategy be? How can audience data be more impactful for me? What data / insight / research / analytics / data science capabilities do I need? How should I staff them? How can I transform capabilities I have now into what I need? We interview your leadership to understand the Jobs audience data can help you to do and interview teams in other industries and your existing data teams to understand what’s possible and how to get there.
Who is my AUDIENCE, and what should my STRATEGY be? Who is my audience(s) today? How engaged are they with my brand? Who could / should my audience be tomorrow? What types of products, prices, promotions, partnerships etc should I develop to meet their needs? We segment audiences using surveys, transaction data and social audiences. Then we’ll pick target segments, taking into account segment fit, existing reach and potential reach compared to competitors.
How should I develop my BRAND POSITIONING to engage my audience? How can I develop my brand … to better resonate with my current and target audiences, to unify my staff and their decisions behind our strategy and to engage partners in helping us grow? We start with your team’s vision / values and your audience(s) needs. Our process brings these together to find a brand positioning, strategy and brand book that is authentic and that resonates with your audiences.
Which PARTNERS should I pick to better engage my audience? Which talent, media channels and brand partners are hot amongst my audiences? Which are rising / falling? Which platforms are they hot on? In which countries? We use billions of signals from social and digital platforms. Sometimes enhanced with survey research. We produce monthly dashboards for clients that explore thousands of partners in dozens of countries.
How can I tell DATA-DRIVEN STORIES using audience data? What data is available to help tell the stories I want to tell? What are the trends in my industry? Which audiences are there? What stories are hidden in my data that I could share with stakeholders or the world? We interview your team about the stories they want to tell. Then we gather data and industry perspectives to help tell those stories. Finally we produce and present beautiful reports that change hearts and minds.
Inspiration from all angles
We help individual brands that want to find growth as well as the next generation of analytics and insight service providers and the next generation of practitioners through leading conferences on insight and data science. Together we will move the world towards a better, more impactful use of audience data. If you work with us you get inspiration from our work in every area of the insight industry.
Strategy + Brands
We combine analytics-driven strategic thinking with experience working on audience strategies with some of the biggest entertainment and luxury brands in the world. We've run insight teams in major global corporations. We know how brands feel and what brands need.
Capabilities and tools
An Audience Strategy can require bringing together many tools and techniques. Here is an overview of those that we find most useful. No brand can do it all. We'll work with your brand to find the right suite for you.
Creativity is critical
The difference between success and failure often lies in understanding the role of data versus creativity and expertise in decision-making. Here is how we see it:
Frequently asked questions
What is an 'audience strategy' and how can it help my brand?
Audience strategy is the process of using data and insights to understand your target audience and develop effective strategies for engaging with them. This can help your brand by providing clarity on who your audience is and what actions you can take to better engage and retain them.
How do you approach audience strategy?
We combine analytics-driven strategic thinking with experience working on consumer strategies with some of the world's biggest entertainment and luxury brands. We also use a variety of tools and techniques to help our clients, and focus on the importance of both data and creativity in decision-making.
Can you provide examples of the types of clients you've worked with?
We've worked with a wide range of clients, including Presidents and Prime Ministers, pop stars, technology companies, luxury goods brands, and more. We've also worked with both large, established brands and smaller, pre-funding startups.
How do you ensure the honesty and integrity of your work?
Our strongest core value is truth, which means we are always honest about whether we can make a big difference for our clients. If we don't believe we can, we will gladly connect them with someone in our network who can.
What sets your company apart from other agencies in the field?
We focus on building long-term capabilities for our clients, rather than just providing one-off services. We also take a holistic approach to audience strategy, considering both the data and the creative aspects of decision-making.
Can you provide more details about the specific tools and techniques you use?
While the specific tools and techniques we use will vary depending on the needs of the client, some examples include market research, data analytics, and customer segmentation. We also have a variety of repeatable tools and techniques that we've developed and refined over time.
How do you determine the right suite of tools and techniques for each client?
We work closely with our clients to understand their specific needs and goals, and then tailor our approach to fit those needs. This may involve using a combination of different tools and techniques, or focusing on a specific area depending on the client's unique situation.
How do you measure the success of your work with clients?
We measure success by looking at how well our clients are able to grow their audience and engage with them. This may involve tracking metrics such as customer retention, engagement rates, and overall growth. We also regularly check in with our clients to assess their satisfaction with our work and make any necessary adjustments.
Are you available for long-term partnerships or do you only offer one-off services?
We are available for both long-term partnerships and one-off services, depending on the needs of the client. We believe in building long-term capabilities for our clients, but are also happy to provide support on a project-by-project basis.
How can I learn more about your company and your approach to audience strategy?
You can learn more about our company and our approach to audience strategy by checking out our LinkedIn page or reaching out to us directly. We are always happy to share more about our work and discuss how we can help your brand.
We post lots more content on the Audience Strategies LinkedIn page or on David's LinkedIn page, including videos of our talks and regular points of view on how insights can be as impactful as possible. Here is a short overview of us and our work.
Think we can help? Please get in touch: firstname.lastname@example.org