Simply sending out a dashboard in today’s world is not enough. It poses a host of challenges to the person on the receiving
end of it. At Marketsmith, we know this pain point all too well. Too many data points, not enough time to identify the
highlights, and recognizing there is always more to learn and share. So, we developed a process each client goes through
called I.P.Q, which stands for Intelligent. Proprietary. Quantified. Through data and learning, it gives us the ability
and the insights needed to understand how to tell the right story for our clients.
This process starts with our ability to obtain data from non-traditional sources, and we have patented techniques that help
us organize different data sources together after they have been cleansed. After learning from our clients how they want
the data to read, we use visualization specialists that leverage BI tools to create graphs and charts. This process transforms
sophisticated and granular data to reveal and support trends, risks and opportunities.
Our job is to identify and understand what key points and metrics are important to our client, their role, and we work to
develop the best pathways to visualize the information, share it, and work with them to make sure they understand it so
they can engage with the information, ask meaningful questions, challenge approaches and anticipated outcomes, and build
upon the momentum of the plan; or model a new one even if it is already been activated.
Our focus is our client—always. We know they need to be digital first and digitally agile, because digital native habits
are driving the consumer journey and the rise of globalization. Our clients face a “prosumer”, a professional consumer,
who is rapidly changing driven by technological advancements.
We feel our clients should have the tools to understand this information and their consumers choices or non-choices in real
time. At Marketsmith, we invest significant resources into hiring data-savvy talent, leveraging sophisticated technology,
and we think digital first.
But in the end, the most important thing we can do is to ensure our clients clearly understand every marketing dollar they
spent, what happened, and why. No dashboard alone in today’s market will be able to tell the story as well as an informed