Sometimes the data you need to generate insights exists already. Whether it is internally-generated data from your customers or marketing activities, gathered by other researchers (e.g., US Census data, 10-K), or even what your competitors say about themselves (i.e., their marcom or websites), Talisman Insights can help you by conducting secondary research that sidesteps that costs of respondent acquisition.
Let Talisman Insights undertake a review of your competitors. We will conduct a series of in-depth interviews with your internal stakeholders to learn about your category and the organizations that you consider to be your competition. We will then scour the Internet (for publicly-traded companies SEC and other required reporting) to build a picture of your competitors’ strategies, marketing conceptual spaces, and revenues (where possible). This may also be completed as part of a brand/business strategy workshop or other internal initiatives.
In an era of omnichannel marketing, a good strategy is to understand how all of your channels contribute to lead flow and revenue. A channel where conversion is low may actually support lead acquisition in other channel due to halo effects. Talisman can conduct feasibility analyses to determine if your lead data can be used to assess the efficacy of your media mix and model more optimal outcomes based on spend to date.
Ultimately, you want to move people from being an audience member (someone you communicate to) to a prospective customer (someone thinking about buying from you) to a customer and ultimately a repeat customer. Lead scoring models your prospective customers based on the smallest possible units of data (often census blocks) to better understand where the best leads come from demographics and which channels that they use to find you.