What the Channel
Mind+Matter, An Ashfield Health Company
William Martino, Growth Director, U.S.
John Wanamaker famously said, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” Considering this is a problem shared by companies across the globe, Mind+Matter, An Ashfield Health Company, decided to change the status quo. Its product, What the Channel, connects the dots from every data point and every channel across the entire customer funnel and then leverages the power of artificial intelligence (AI) to find the optimal channel mix.
The offering originally launched in the second half of 2020 to help a client track over 250 assets. Mind+Matter tracked initiatives to understand the effectiveness of the client’s programs through a more in-depth analysis ahead of their 2021 brand planning cycle. By using advanced algorithms and data analysis, What the Channel removes human biases from the optimization decisions. Data and analytics can now inform companies which tactics aren’t working and push the ones that are. What the Channel allows marketing teams to reach target audiences more efficiently and to do so cost effectively.
For example, data from What the Channel offered the proof the client needed to confidently decide to retire an entire website and move the one section that was performing into a new website. Following that, website form submissions increased by 21% in Q4 vs. Q2/Q3 average submission volume; paid search form submissions increased month over month in Q4; and website bounce rate was down in Q4 vs. Q2/Q3.