Just the FAQs…

Below you’ll find frequently asked questions about our agency and the practice of marketing forensics in general. Just click the question to see our answer. If you don’t see your question answered here, simply contact us.

1. What is marketing forensics and how does it differ from marketing research?

Traditional market research primarily looks for facts about a market — the WHAT — and usually takes place prior to launching a campaign:

  • Who are our customers and what do they want?
  • What media should we use to reach them?
  • Which competitors are in the market and what are they doing?

Marketing forensics conducts research at any stage of the campaign — before, during, or after — to monitor market shifts and campaign performance. We also conduct full audits of your past marketing, finesse current activities, and create ideas and guidelines for future campaigns.

Throughout all of our work, we ask WHY and HOW, always with a critical frame of mind:

  • Are these research methods and results accurate and effective? How were they conducted?
  • Why are we targeting this customer segment and not another?
  • Why are we using this particular media, and how can we use it most effectively?
  • How do we compete against these competitors, and others that may come later?

That leads to a final difference: traditional market researchers mostly report what others think, and rarely make new creative and strategic recommendations of their own. We do all the above.

2. How does marketing forensics differ from management consulting? Management consultants also look for problems and areas for improvement...

Management consultants tend to focus on data — if it can’t be measured or put into a spreadsheet, most do not have the expertise to comment. For example, when it comes to creativity, management consultants can measure audience sentiment, but lack the training and experience to make value judgments or creative recommendations.

Marketing forensics experts — and our agency in particular — can make qualitative assessments AND creative recommendations. For example, while everyone can tell you that generic content won’t differentiate your brand in a competitive market, we can also recommend creative direction and content strategy to help you stand out.

3. Can marketing forensics help companies that have done zero marketing to date, such as startups?

Yes. Even if you haven’t started your marketing outreach, you probably have goals, which we’ll evaluate to make sure they’re appropriate, ambitious, yet achievable. We can also help you segment your goals, from tactical (e.g., “get more press”) to bottom line (“pay our bills”), short term (“get funded”) to long term (“sell the company”).

For all companies, new and old, we add a step before setting goals: we discuss your pain points. While other agencies euphemistically refer to “challenges,” marketing forensics aggressively addresses problems. Only by speaking candidly can we identify what the real goals should be.

4. We see other agencies offering marketing forensics or other kinds of analytics. How are you different?

A few ways:

  • Most analytics companies focus on digital media data. We cover all media, and also offer qualitative assessments, since we have the training and experience to critically evaluate creative executions.
  • We make all of our reports actionable, i.e., you can actually do something with the numbers. For example, in addition to telling you that a banner ad has a certain click-through rate, we will compare it to industry averages, and explain the reason for any differences.
  • We not only conduct the analytical reports, we then provide creative and strategic recommendations based on them.

Most importantly, we don’t perform any of the ensuing media buying or creative production ourselves, which eliminates any conflict of interest.

5. How do you work with a client's existing agencies? Do you try to replace them?

We do not offer all marketing services — in particular, we do not offer media buying, web design, audio/video production, or public relations — even though we have extensive training and experience in those areas. Instead, we can help you vet, hire, train, and direct any agencies you need to execute a campaign. As our Clients + Cases section reveals, we also serve other agencies to provide research, analysis, strategy, and planning for their clients.