Business Intelligence for Branding: Truth, Opportunity, and Actionable Strategy

C&C Branding believes that business intelligence transforms branding and marketing communications.

Brand positioning, value proposition, messaging and deployment strategies all benefit from insights derived from big data. Knowing how to interpret data with keen business intelligence reveals significant implications for end-to-end marketing strategies.

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CASE STUDY COVID-19

KENZEN

COVID-19

KENZEN | SMART PPE & WEARABLE TECH

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  • Brand language
  • COVID-19 Statement
  • Positioning in the IIOT / Smart PPE space
  • Site redesign
  • Infographics
  • Result: 

CASE STUDY BUSINESS INTELLIGENCE

Summit Financial Resources

Competition / David v Goliath

SUMMITFR | FINANCIAL SERVICES

Over the course of one year, C&C applied business intelligence to various data to improve Summit’s lead generation by 1,000%. While this B2B commercial finance firm enjoyed good leads from traditional methods, they trailed the pack when it came to web lead generation. By leveraging keyword research and Google analytics to improve paid search ads, blog-writing, and lead nurturing efforts, C&C reached the #1 organic page rank for differentiating keywords, and decreased ad cost by 500% in that same time period.

  • Strategy, brand and position with the analytics to know what the audience was asking for and what the competition overlooked
  • Organic SEO page writing, content development and marketing; LinkedIn networking
  • Paid and display advertising, with weekly updates to both keywords and copy
  • UX design and development to capture web leads and feed them into the CRM
  • Automated marketing that nurtured leads directly to each salesperson’s email
  • Differentiating position identified in the analytics and research
  • Result: Exponentially improved lead generation, SEM authority and brand awareness

CASE STUDY BUSINESS INTELLIGENCE

Pentacle DanceWorks Inc. : Pentacle nextSteps

Building a Business Model Around Digital Asks

PENTACLE | ADMIN SUPPORT FOR NON-PROFITS

Pentacle DanceWorks Inc. was established in 1978 to support choreographers and dance artists as businesses, handling all their tax, contract, payroll, and other back-office needs in addition to serving as a renowned dance agent. Times changed, and they realized their survival would depend on offering digital solutions for the same business support, at a much larger scale.

C&C performed keyword research, then applied business intelligence to identify subjects for content marketing – in order to capture existing digital asks and cast a wider net. This research focused on key digital asks from current clients, which shaped the new business model and drove the strategy for site architecture, content management, and editorial calendars.

  • Analytics and research applied to the architecture of the services offerings, website, and content strategy
  • New business opportunities and audiences identified and targeted in the strategy
  • Keyword research, content strategy, and editorial calendar
  • Brand position and new editorial voice established
  • New design language developed, keeping a strong connection to the parent brand
  • Result: Additional grant funding for more marketing to launch this new offering

CASE STUDY BUSINESS INTELLIGENCE

Main Street Data

Establishing a Thought Leader

MAIN STREET DATA | AGRIBUSINESS TECH

With dozens of products and no clear lead generation strategy, the focus for this B2B ag tech startup was content creation and management, driven by keyword and organic SEO strategies. With a historic flood year in the Midwest impacting their sales and product development, this client needed a strategy for brand awareness and lead generation. By applying business intelligence to available analytics, and creating content to drive traffic, C&C increased session duration by 61%, new users by 346%, and pageviews by 312%.

  • Analytics and research on media topics that affected the audience and created significant implications for content
  • Analytics, research and stakeholder interviews to develop content strategy, web page design, editorial calendar, and copy
  • Analytics and research applied to page optimization and paid advertising
  • Additional use of infographics and video to enhance editorial strategy and increase session duration
  • Custom reporting of our progress in ad-hoc presentations, Data Studio and custom reports from Analytics via pdfs
  • Expansion to new audiences which included lenders and insurers, as well as partnerships with commodity traders
  • Integration with traditional marketing methods such as trade shows and leave-behinds
  • Result: Dramatic increase in web metrics, brand awareness, and thought leadership

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