Optimizing a Multi-Channel Digital Strategy
Example engagement demonstrating the EUNUS strategic methodology.
The Challenge
A services business is investing in paid marketing across search and social but has limited visibility into which combinations of channel, audience and message are driving qualified interest.
The Context
The business has a reasonably mature paid program but has historically optimized each channel in isolation, without a shared view of overall efficiency.
The Objective
The business wants a structured evaluation of its performance marketing activity and a plan for more disciplined testing going forward.
The Approach
The EUNUS methodology follows a consistent structure: Discover, Audit, Analyze, Prioritize, Implement, Measure, Optimize.
Areas of Analysis
Strategic Recommendations
Illustrative outputs could include a consolidated performance-marketing dashboard, a documented testing methodology, and channel-specific recommendations grounded in the business's own data.
Implementation Framework
- Priority 01
Consolidate performance reporting across channels
- Priority 02
Define a shared testing methodology
- Priority 03
Reassess audience segmentation
- Priority 04
Align creative strategy with funnel stage
Measurement Framework
Relevant KPIs would be defined based on the organization's objectives — potential measures include conversion rate, cost efficiency, lead quality, customer acquisition efficiency, engagement and funnel progression.
Continuous Optimization
The process is designed to continue through measuring, learning, testing and optimizing on a recurring basis, rather than ending at implementation.
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