The famous poet-philosopher Mike Tyson once remarked, “Everyone has a plan until they get punched in the mouth.”
This “Tyson Doctrine” certainly holds true for marketing and media plans.
Your plans always look great on paper. But when the bell rings on the campaign launch date, that’s when the problems start “punching you in the mouth”: ads not implemented correctly, under-delivery, poorly performing placements, broken conversion pages, under-performing creative, etc. Despite the best laid plans, on some days it seems that nothing goes right.
Until today, you may have known the Bionic Media Planning System for only “before the bell” media planning. Starting with last night’s major platform upgrade, Bionic now also gives you full on “after the bell” Marketing Performance Management and monitoring capabilities.
What is Marketing Performance Management?
Marketing Performance Management (or “MPM”) gives you the power to instantly answer the question “are we on track to hit our marketing objectives?”
So, when your boss unexpectedly walks into your office or your client calls and asks you if their campaign is on track, you can answer this question without an embarrassing delay or a late night research project. Instead, you simply click a button in Bionic and confidently say, “Yes, were pacing ahead of plan on sales by +6.23% as of today.”
Bionic Marketing Performance Management also gives you the information you need to make smart in-flight optimizations to your marketing plan: shutting down the under-performing placements and dialing up the placements that are crushing it.
What problem does Bionic Marketing Performance Management solve?
According to the Chief Marketing Technologist Blog, a typical marketer uses more than 100 software systems to execute their marketing programs. You read that right – more than one hundred systems! That seems over the top, but that’s the cruel reality of modern marketing.
The marketing automation ecosystem has become increasingly fragmented with a dizzying array of platforms and “walled gardens.” Thousands of marketing platforms have been cataloged and new ones spring up every day. Here are three visual representations of today’s insane marketing landscape (click on the image to see the high resolution version):