Planning & Analysis

Marketing strategy, content strategy, content calendar, digital strategy… A rose by any other name—but one thing we can agree on is that marketing becomes simpler when you have a map to follow. At OMA, we often refer to our map as an “operational plan.” We use this term to signal that the document is a living, active tool—designed to execute the objectives outlined in the overarching marketing strategy.

Here are some key components of the action plan:

• The market and competitors
• The product and its benefits
• Target audience
• Topics we want to own
• Goals and metrics
• Formats
• Distribution

What is the best way to define the goal of a communication effort? And which metrics (KPIs) can indicate whether that goal has been met? We love grappling with questions like these. Naturally, this is a core component of the action plan and guides all subsequent measurement and analysis.

We help you create a report or dashboard that reflects your goals and key metrics. This process includes implementing tracking across the relevant marketing platforms. We frequently work with Google’s suite of tools—Tag Manager, Analytics, and Data Studio—as well as newer market alternatives, such as Plausible. To ensure the highest data quality, we also assist with the implementation of server-side tracking and Meta CAPI.

Several of our clients subscribe to an analysis report. It is a document that we at OMA compile ahead of our clients’ editorial or market meetings. The report summarizes the key insights for the period and provides recommendations for action—perfect for fueling the discussion!