Calise Partners has taken a quantum leap forward in integrated marketing by changing the focus from service offerings to data utilization.

The more one learns about marketing, the more complicated it becomes. Over the last two decades, it has been the trend for marketers to divide their marketing budgets among a variety of specialists with the hope of addressing the complexity of their marketing needs.

In a 2011 survey of marketing directors (RSW/US New Business report), 49% of all companies were working with at least three different agencies while 13% of all companies had between 5 and 10 different agencies working on their business.

Too many cooks in the kitchen. It might be hard to blame the marketers for this problem. After all, the job of marketing is becoming increasingly complex. They need real help from experienced professionals. And unfortunately for these marketers, the leading ad agencies created specialized divisions or strategic alliances in place of fully integrated service offerings.

To make matters worse, the agency consultants were leading their client companies to hire more specialized agencies over integrated ones, which resulted in higher commissions for the consultants and a bloated roster of agencies for the clients.

Why can’t they all just get along? Money. Each one of these specialized agencies is working overtime to protect their budget or increase their budget. And for an agency to be positioned as a supporter instead of a leader is a very vulnerable position to be in.

What’s more, these specialists don’t really understand the other guys’ expertise so they struggle to add value. It all falls back on the marketer to tie everything together. But then, they were trying to avoid that bit of complexity to begin with.

What marketers really need is an integrated marketing specialist.  Unfortunately, most agencies that present as integrated marketers are nothing more than a loose collection of thought leaders. At Calise Partners, we’ve solved this problem by taking a quantum leap forward in integrated marketing. And we’ve done it using Advertising Science^™.

While everyone else focused on service offering as the solution (direct response specialization, digital/social specialization, event marketing specialization), Calise Partners has focused on the data. And not just the customer response data. We consider ALL the data: media schedule, marketing calendar, customer profile, response, conversion, impressions, attribution, affinity (the list goes on).

Using our AdScience^® data management platform, we measure the interrelationships between media; we create more robust customer profiles; and we identify strategic opportunities based on historical analysis — all of which allows us to optimize a client’s marketing investment for new customer conversions across all channels.

The net result of applying Advertising Science to our client’s marketing is a more realistic view of the customer and their behavior. The trap so many marketers fall into is thinking that their customers view their brand in isolated moments — only on television or only online, for example. But the truth is that consumers have a complex relationship with the brands they prefer. That relationship is informed by their experience with the brand across a myriad of channels including broadcast, online, social, mobile, direct and out of home.

The challenge of integrated marketing isn’t knowing how to utilize the various specialized marketing channels. The challenge of integrated marketing is understanding the customer journey and knowing what to do in every channel to more effectively convert a new customer lead. With the AdScience Data Management Platform we can visualize the new prospect’s journey across channels to improve conversion into a new customer.