The Variable, a digitally informed marketing and communications lab, has officially launched Brand Forensics, a new technology that can assist a company in determining precisely what consumers want from a brand. Brand Forensics allows The Variable to track (in aggregate) how users search on the Internet and answers important marketing questions that have been seemingly elusive, until now.
Where do Internet users start their search? Where do they end up? And where do they go in-between? To date, no one has been able to harness the data available through search, save only for rudimentary keyword volume data. Brand Forensics can be compared to having one million people a month walk into a Chief Marketing Officer’s office and telling them exactly what they want from their product or service.
The Variable is committed to developing research and analytic technologies specifically designed to drive the creative process and focus on business results. With this mindset, The Variable set out to change the nature of the relationship between a brand and its agency. The Variable hopes to sit on the same side of the table of its clients, to move from vendor to partner — from cost center to revenue generator. Looking to have millions of points of data to inform “marketing” executions that solve real business problems, the Brand Forensics process was born.
“Brand Forensics was invented to bring forth unparalleled comprehension of the data-side of marketing — to look at the search bar, not as an advertising medium, but as an unfettered data set,” said Keith Vest, president of The Variable. “Because when a consumer is ready to find a product or service on the Internet, he or she types in exactly what she wants it to be. If it’s not in the results page, that’s not the Internet’s fault. That’s the brand’s fault.”
Since almost all consumer purchase decisions are driven by evaluation on the Internet, it is imperative that companies plant a digital stake in the ground and have all of their marketing and business efforts revolve around that stake. Brand Forensics gives The Variable a clear view of how people are searching, and directs them to concepts and emotions that brands should be leveraging to increase measurable engagement.
“The traditional agency model is fundamentally flawed,” said Bill Grizack, director of innovation at The Variable. “Focus groups and survey research are not only archaic, but the ad agencies that are still employing these methods are simply wasting their clients’ money. At The Variable, we use the scientific method for business and creative strategy. Traditional research is dead, and we won’t be attending the funeral.”
Business Strategies: Surveys, trends, statistics and what companies do to increase business