Helping Brands Optimize Today, While Building for the Future
Audience. Channel. Message.
These are the fundamental ingredients of effective marketing campaigns, yet they are too often wielded with partiality and rarely grounded in data. Campaigns launch. Data is collected. Humans interpret the results. The process is repeated.
Being “data-driven” needs to be more than just reading data and forming narratives. For many brands, data has never been this accessible yet uncovering actionable insights remains a challenge.
Theorem was founded on the principle that optimization is the engine that actually drives marketing growth — audience, channel, messaging — these are all dimensions that can be perfected not just through interpreting research and past reports, but through iterative testing.
Theorem is structured as an agency to do just this — create marketing campaigns and optimize them. But, we also want to help brands succeed at being data-driven. So while we help accelerate growth today, we develop a system of tools, processes, and assets that help organizations improve their ability to take action off their own data.
ux & development
tagging & tracking
Built around a desire to test, learn, and optimize
We design our marketing plans in order to optimize all consumer facing facets: audiences, creative, channel and conversion environment.
– Audience Strategy & Segmentation
– Testing & Tagging Design
– Content Strategy
– Research & Analysis
Media Planning & Buying
We activate across all channels with an emphasis on driving incremental revenue growth, rather than optimizing towards easy wins.
– Digital Media Buying
– Traditional Media Buying
– Technology Integration
– Tracking and Tag Implementation
Insights & Optimization
We go beyond vanity metrics and integrate marketing data with our client’s business outcomes to help understand the true impact of the marketing mix.
– Experimental Design
– Data Integration & Activation
– Interactive Dashboards
– Exploratory Analysis
Our Consulting Services
Marketing Tech is infamously fraught with hundreds of overlapping vendor solutions. We’ve seen countless brands invest in tools only to never fully utilize them or fail to integrate them into a cohesive tapestry — resulting in redundancy or half-baked solutions.
We help brands audit their existing resources to find under-utilization, redundancy and missing pieces.
“Incrementality” isn’t technically word, yet the intended concept is central in our approach to marketing. As marketing spend continues to get funneled through ad consoles, it’s easy for marketers to get lost in the torrent of metrics that don’t actually signal whether marketing is doing — what we believe — it was invented to do: drive revenue you otherwise wouldn’t have had.
And until Google and Facebook break down their walled gardens, we’ve decided to tackle this problem with experimental design. We’ve built a set of testing procedures/priorities that help evaluate paid media’s incremental revenue contribution.
Brands can sometimes take a myopic view of the process of optimization. There is nothing inherently wrong with improving the efficiency of tactics, but we’ve found that many brands still have lingering questions as to whether their tactics were the right ones to optimize in the first place.
We get many questions — from startups to established brands — around channel selection and investment levels. We help brands answer these broader strategic questions through developing a testing roadmap designed to test the value of certain tactics. Our goal is to identify optimal spend levels for each marketing tactic in order to prioritize your brand’s investment.