EssenceMediacom (EM) is one of Australia’s largest and most progressive media agencies. EM works with clients including Mars, Queensland Government, Google, Adidas, KFC and Commbank and manages around $ 1 billion in media investment for their clients (source: COMvergence).
Learn how EM utilise data and research to help drive growth for their clients. Watch the video below or read the full case study.
THE CHALLENGE
Driving breakthrough growth with data-driven insights
EM’s “Breakthrough” proposition is all about driving growth for clients by identifying and overcoming the barriers that prevent brands from reaching their full potential. The agency provides much more than traditional media strategy, planning and buying, offering a range of data and technology consulting services, creative execution and expertise in areas like sponsorship and gaming.
Chief Product Officer Matt Scotton highlights the importance of combining data and creativity to uncover new growth opportunities.
“The best work coming out at the moment uses data to understand a new path to growth by connecting people in fresh ways.”
Data and consumer research are critical enablers for EM’s success, according to Matt.
“We’ve got a classic circular onion that describes our capabilities and operating system, and at the centre of that is analytics and insight because we feel if you don’t have data at the heart of how you talk to clients and think about their problems, then you really are a step behind.”
He emphasises the importance of understanding people’s behaviours and motivations to inform their work.
“We love behavioural data because we want to understand what people are actually doing in the world. But we often find you need to augment that with panel-based and research-based data because you need to understand the why behind the what.”
THE SOLUTION
Understanding consumer behaviour and answering the ‘why’
For the past two years, Glow has supported EssenceMediacom’s consumer insight needs by helping spotlight why people feel and act the way they do. EM use Glow to produce data in three key areas.
1. Rapid Pitch Insights
New business pitches are high-pressure situations where timing is everything. Glow’s platform allows EM to quickly generate the consumer insights they need to develop compelling strategies, even under tight deadlines.
“For everyone who’s worked on them, pitches are fast and furious…you really need to create insight and strategy fast.”
Glow’s end-to-end research platform enables EM to get surveys into the field quickly, while multi-panel integration ensures that nearly any audience can be reached.
2. Rich Consumer Profiling
Understanding audience segments deeply is crucial for crafting effective media strategies. Glow helps EM identify and validate consumer attitudes and behaviour.
“We work with Glow on consumer profiling…to get deeply under the skin of different audiences to understand their thoughts, attitudes, and why they’re doing the things they do.”
Glow’s user-friendly interface makes it easy for the EM team to analyse data, generate reports, and incorporate findings into broader strategies.
“The interface in the platform…is incredibly easy to use. We can export straight into a presentation, generate the insight we need, and bring it into the wider work we’ve got going on.”
3. Brand and behaviour tracking For campaign success
Continuous tracking is essential for measuring campaign effectiveness and understanding shifts in audience behaviour. Glow’s tracking data helps EM assess the impact of marketing activity on target audiences and provides fuel for Marketing Mix Modelling.
“We do a lot of brand and behaviour tracking…we ingest that data into wider effectiveness pieces both in terms of campaign effectiveness, but also behaviour change.”
Flexible Support From Glow
Glow’s platform offers a seamless blend of self-service and support. The platform is intuitive enough for non-researchers to use, as Matt notes:
“Our teams are now so familiar with the platform they can go in and create their own surveys and almost independently get that to market with very little input.”
The Glow team is also there to assist when speed is paramount or needs are complex.
“The Glow team have a full-service team behind the platform, and they’re awesome. They’re on hand very fast, can help guide everything around sampling and how much we need to make sure it’s statistically robust. They provide all of the advice we need to ensure we’re putting forward the right research recommendations to clients.”
THE OUTCOME
Embracing the hustle: Service at speed
Glow has become a vital partner for EM by providing high-quality consumer insights quickly so EM can support the needs of their clients in an increasingly fast paced business environment.
Make bespoke research your agency's competitive advantage
Download our free ebook on perfecting your pitch with data, or learn more about how Glow can empower your agency with insights.
