KRUNCH. CO

Com­bin­ing data, tech­nol­ogy and con­tent into mea­sur­able busi­ness out­comes, in­de­pen­dent dig­i­tal mar­ket­ing agency krunch.co holds a unique spot in the mar­ket.

Idealog - - IDEALOG / BRANDING AND ADVERTISING WITH KRUNCH.CO -

Man­ag­ing di­rec­tor, Dar­ren Kirk­land, says the team of 35 peo­ple help its clients through a jour­ney of trans­for­ma­tion so they can thrive in to­day's chal­leng­ing and in­creas­ingly com­plex mar­ket­place.

“We’ve got key ca­pa­bil­i­ties around data and tech­nol­ogy – mar­ket­ing and ad­ver­tis­ing tech­nol­ogy plat­forms – we bring that all to life with a new view on what con­tent looks like. It’s con­tent that gen­uinely en­gages peo­ple and sup­ports path to pur­chase con­ver­sion”

Kirk­land says when you start look­ing at the data that hu­mans gen­er­ate whether that’s on­line or off­line, you can gen­er­ate some re­ally good data-driven in­sights.

“From a mar­ket­ing per­spec­tive when you boil it all down, you’re still look­ing for that in­sight to con­nect… I think that’s where a lot of or­gan­i­sa­tions go wrong with data and tech­nol­ogy is they for­get there’s al­ways still a hu­man on the other end of ev­ery­thing hav­ing an ex­pe­ri­ence.”

A small ex­am­ple of the work krunch. co does across a range of lead­ing com­pa­nies is around the process of au­tomat­ing cus­tomer on­board­ing ex­pe­ri­ences. Typ­i­cal in­ter­nal pro­cesses in­volve a lot of man­ual work and costly re­source, and the ex­pe­ri­ence by way of con­tent and cre­ative doesn’t lever­age the data op­por­tu­ni­ties or gen­uinely en­gage.

Krunch.co ex­e­cutes a cur­rent-state anal­y­sis look­ing at the data about what that cus­tomer jour­ney should look like.

“Then we use a hu­man-cen­tred de­sign ap­proach to de­fine a vi­sion and fu­ture state, map­ping out the multi-chan­nel cus­tomer ex­pe­ri­ences are, build­ing those into mar­ket­ing au­to­ma­tion and then us­ing trig­ger sig­nals and let­ting the jour­ney run.”

He says the great thing about the new process is that be­cause its data driven when a new cus­tomer joins the sys­tem it cre­ates a record of mar­ket­ing data, and then ev­ery­thing from that point can be fully au­to­mated.

“The mar­ket­ing func­tion be­come look­ing at data and mak­ing sure they are op­ti­mis­ing the ex­pe­ri­ence for the best out­come as op­posed to launch­ing an­other cam­paign.”

Kirk­land says a num­ber of clients the com­pany works with are fo­cused on trans­form­ing their mar­ket­ing ca­pa­bil­i­ties.

“They’re look­ing at de­vel­op­ing the new tech­nol­ogy and data ca­pa­bil­ity and skill sets re­quired, so we end up work­ing closely around the peo­ple process and cul­ture as­pect of the or­gan­i­sa­tion.”

He says krunch.co is the com­bi­na­tion of a con­sul­tancy and an ad­ver­tis­ing agency.

“We have strengths on both sides, it’s a new breed of agency of what busi­nesses around New Zealand are look­ing for – re­ally good trans­for­ma­tion strat­egy and dig­i­tal thought lead­er­ship bolted to a new class of ca­pa­bil­ity en­gine.”

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