When setting objectives, we limit it to three and ensure they are quantitative, measurable, and time-bound. Depending on the project, we set different types of objectives. For digital products that are nascent, we focus on user-acquisition and churn and for applications that already have users, we focus on long-term value (LTV).
We begin the OSCAR Methodology strategy phase by performing a 360° Analysis of your product and of the existing marketing channels in play. This analysis typically begins with reviewing on-site analytics from services such as Hotjar.com and/or Google Analytics. We conduct on-page analysis, map the visitor journey, and understand where visitors are coming from. To dig deeper, we perform a Cohort Analysis to further understand the user behaviors of different sets of users.
At this OSCAR Methodology phase, we create the Content Guidelines & Architecture and send it over to the content team (or client) to begin writing the content. The Notification Triggers are also finalized at the end of this phase. This Phase, like the previous one, requires constant communication with the client to move rapidly through different iterations. We use Invision to decrease the feedback loop cycle and for synchronous communication.
Every month, we perform a 360° Audit on the Traffic Generation Engine that we have built. We begin by comparing the overall goals set v/s actual results and also perform a deep audit by understanding the performance for each channel. Because we have already set up tracking systems, running these reports is the easy part.
Based on recommendations from the analysis, our team optimizes the components of the revenue engine. This includes updates to the website/app design based on the A/B testing results in order to optimize the messaging in the different marketing channels. We also add new marketing channels depending on our bandwidth, and we remove the ones that are poorly converting and not worth the time or investment. We typically limit update cycles to 2 weeks and push out the new updates within that timeframe. For existing channels, we continue to produce and publish content according to the Content Calendar.