ROI Factory is a Marketing Engineering firm.

There.  We’ve said it.  And as far as we can tell, we’re the first.

What is Marketing Engineering?

Marketing Engineering describes the design and optimization of systems upon which measurable marketing programs can be built and managed.  Combining existing technology, research, and development, Marketing Engineering does not attempt to replace traditional marketing and advertising roles, but rather to provide a framework upon which their activities can be measured and optimized for continual improvements in marketing ROI.

Some Marketing Engineering Examples

Third-party ad serving is an excellent example of marketing engineering.  Third-party servers allow marketers to test and optimize far more efficiently than working with each site individually.  Data sets can be standardized, reporting and creative optimization can be automated, and significant increases in performance have been realized.  See this early white paper on the benefits of third-party serving that we wrote for our clients, including Amazon and Bank of America, back in 1997.

Keyword management software and systems that integrate SEM/SEO and Landing Page data are examples of emerging Marketing Engineering.

Automated lead-nurturing and customer relationship maintenance programs are designed by Marketing Engineers.  It’s not enough to just blast away, sending tens of thousands of emails to your prospects and customers in the hope that one message will somehow magically break through and create the desired action.  Marketing Engineers establish program parameters, test everything, and optimize the programs to provide the best return on investment through measurable performance improvements.

Real-time targeting, Retargeting ,and “Black Boxes” are a few of the newest Marketing Engineering developments.  These systems optimize creative and audience in real time, and are attempting not just to analyze past performance but to predict future performance based on sound data and statistical methods.  Some day we may be able to throw a big box of ads into the audience engine and see sales pour out the bottom of the funnel automatically!

Intrigued?

We certainly hope so.  In fact, approximately 15.8% of you will feel compelled to contact us and talk about how we can help you improve your marketing ROI.  We invite the other 84.2% of you to browse the site and subscribe to our blog, The Dogfood Chronicles.  Two recent articles appear below, more are available here.

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