RPA has a unique approach to analytics and insights — we call it Holistic Optimization. We start by putting the customer first and design systems to identify and learn behaviors and attitudes. By deeply understanding a brand’s customers, we can develop journeys and communication architectures that not only drive value for the customer, but also drive value and ROI for the brand.

In our view, measurement is too often discrete: that is, only looking within an individual channel or at one communication goal. While we do measure and optimize each channel, the greatest impact on ROI actually occurs when looking across goals, audiences, messages and channels.

We don’t optimize a programmatic buy, for instance, in isolation — but rather, analyze behavior and media spend across all channels in the media mix. We monitor what other programs or initiatives are in-market. To understand performance, we go beyond last-click attribution to determine how channels impact each other and what role the channels, tactics and messages had in driving a successful action. Holistic Optimization is a powerful approach to allocating marketing spending and delivering ROI.