Marketing Agency Services

Around half of Quocom's business comes from providing services to Marketing Services companies. This happens in two ways:

  • developing tools they can provide to their clients
  • supplying additional resource within their company

Quocom, in effect, 'white labels' its services so that Marketing Services companies can be seen to be adding value to what they provide to their clients.

How Quocom can add value to your Marketing Services business:

Quocom helps Business Consultants give comprehensive advice on Sales and Marketing. We enable you to provide complete costed strategies that address your client's business objectives.

We enable a Business Consultant to provide actionable advice on improving Marketing ROI, often a client's largest and and most unaccountable area of costs. In addition, we supply the tools to measure the effectiveness of the subsequent Marketing activities. This demonstrates the benefits of the advice which help to deepen the relationship with your client.

Quocom can extend the expertise a Digital or CRM Agency provides its clients. This helps deepen and extend the client relationship and, of course, tends to increase your agency's profits. Quocom can help your agency move beyond being recognised mainly for your great ideas and programme delivery, to being valued for providing your clients with a measurable return on investment.

Quocom's expertise can really make a difference to your clients' perceived value of your agency in the following areas:

  • Database Strategy and Management
  • Targeting and Modelling
  • Results Analysis
  • Test Design
  • Questionnaire Design

Quocom can provide a more incisive understanding of customers and the buying process, to improve creative briefs. We can produce market segmentations combining attitudes, demographics and behaviour.

Quocom can deepen a Creative Agency's relationship with their client by developing strategies around creative ideas that give a costed delivery plan with quantified objectives.

Quocom adds value to what a Media Buying Agency offers by helping it utilise more sources of information to make better buying decisions.

It can improve the accuracy of targeting the correct audience through all the different available media channels. For instance, "Supermarket Heavy Shoppers" might need to be targeted through Outdoor advertising. Rather than relying on the gross simplification of using demographics, at Quocom we use our data fusion techniques to transfer the target definitions between different media research databases.

The cost-effectiveness of buying plans can be improved by providing tools which allow planning based on past results rather than purely relying on volume of names, ratings etc. For example, see case study in right panel.

Quocom can extract the maximum learning from the multivariate data produced in Market Research. We use the full range of standard analytical techniques such as:

  • Cluster Analysis
  • Correspondence Analysis
  • Factor Analysis
  • Conjoint Analysis

We have developed a number of techniques of our own. One of the most useful applications of these techniques is to produce market segmentations which produce more discriminating categorisations of customer and prospect groups.

Another way Quocom can add value to what your Market Research Company offers is through Data Fusion. For instance, if a client commissions some research to better understand their market, and this leads to a market segmentation, how can they use this improved understanding to deliver marketing more cost-effectively? Typically, the segmentation has to be greatly simplified, e.g. expressed as simple demographics, in order to be reproduced on the data sources used to buy media. Quocom's Data Fusion techniques address this problem and preserve more of the differentiation within the original research. This makes the research of more value to your client.

Quocom can give added value to an Information Service Provider; we can develop and provide embedded tools to help your clients get more profitable use from the data they access. For example:

  • Scenario planning tools
  • Data Reduction tools - finding the key underlying factors in complex data
  • Cluster Analysis tools

Quocom can also develop Data Matching and Data Fusion tools which help an Information Service Provider to link datasets in a way that gives its clients greater learning and insights.

Case studies

A Relationship Marketing agency had a long term government client. Quocom analysed the previous 3 years' results and improved the targeting methodology to remove wastage. This enabled a x17 increase in response rate and large reduction in overall costs.

A Promotions Agency won a project to support a fmcg product launch. This required a large-scale email recruitment campaign. They engaged Quocom to manage buying the email and monitoring the results.

An Advertising Agency needed to recommend which tools a client should use to measure internet activity. Quocom undertook an extensive evaluation and presented the recommendations on the agency's behalf.

A Direct Marketing Agency had a problem with a recently acquired client. The agency had won the account based on a plan developed from attitudinal market research, but the research had no clear relation to the client's customer data, i.e purchase history. Quocom thoroughly analysed the client's customer data - developing a new data-clustering technique in the process and demonstrated that it was possible to find a good correspondence between the attitudinal groups and a behaviour-based segmentation.

A Relationship Marketing agency was tasked with producing loyalty communications for a major UK telecoms company. The they were targeted based on each customer's activity level in the previous 3 months. Quocom analysed the detailed usage data and found that the 3 month window misclassified some of the most valuable customers. A pattern-recognition algorithm was developed, which could be run on the client's own billings system. This accurately tracked each customer's journey through acquisition, regular usage and then lapse, when the loyalty communications were deployed.

A Media Agency developed a TV audience segmentation for their client, a commercial TV channel. The segmentation was based on viewing behaviour found on the BARBŪ ratings' panel. Unfortunately, they overlooked the fact that the segmentation would only be of practical use if it was available on the research data used to buy advertising other than on TV.

The agency sought to solve the problem by engaging one of the main Data Fusion providers. However, that provider's product wasn't designed for panel data. So, in turn, the provider passed the problem on to Quocom. We supplied a method by which the provider could solve the agency's Data Fusion problem within their own systems.

TV advertising is typically bought on the basis of reaching a certain proportion of the target audience (ratings). It is not bought to most cost effectively achieve the end result, sales.

The results of econometric modelling, to measure advertising effectiveness, were further used by Quocom to develop an interactive tool which enabled a Media Agency to buy TV advertising based directly on the sales effects of previous campaigns.

When Quocom started running large databases, it bought in specialist address-matching and deduplication software. However, for speed and convenience, we also developed an in-house process. In time, however, comparative tests showed that our in-house process outperformed the external software. This is the process we now use when Marketing Services Agencies use us for database projects.

A Database Bureau needed a means of processing Japanese addresses. Quocom researched and tested an approach and supplied an easy-to-integrate tool written in SQL.

An insurance company was conducting a high-volume outbound-calling programme using a varying number of call centres and different sources of telephone numbers. Quocom provided the central hub to ensure the correct suppressions were applied, and repeat calling was controlled.



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