Health Care
>METRICS.

The three most abused (and misunderstood) letters in use today just might be ROI. And the abuse doesn’t stop at acronyms. Many marketers know that the only thing worse than too few measurements is too many. Most of us have had the experience of swimming through oceans of data that fail to reveal hidden truths about our audience segments or the effectiveness of messaging, creative, and delivery.

Wax practices the art and science of “meaningful metrics.” It’s a clever way of saying that we collect data that is easy to grasp, and that can be quickly put to work in refining message, medium, and segmentation for maximum impact toward your mission.

We don’t try to reinvent the wheel. Wax employs commonly used and proven effective techniques to gauge audience perceptions and to track behaviors. But we make it our business to develop your communications with insight and to measure with intelligence.

Meaningful Metrics Tools

• Reader surveys
• Web analytics (Integrated Path Analysis; prospect ratio, cost-per-reader, etc.)
• Multivariate testing
• Focus groups
• Live-setting creative testing
• Call center inbound/outbound testing