For us digital marketers, there are an abundance of tools at our disposal, each more or less important depending on time, budget allowance and end goal. A “tool” and its usefulness, as in the case presented below, is a relative term. Most data science analytics tools in the market today only scratch the surface, usually aggregating data to provide a different, quicker way to look at information you already have elsewhere. At Levers, we decided enough with the Cargo Cult Analytics; there needs to be another way.
We saw a void existing between aggregated reporting, conversion optimization and the way we identify problem areas in marketing campaigns and website funnels (a process we’ve perfected for clients during years of consulting and development). As a metric-focused consultancy, we put serious time and attention into each and every audit we produced for our clients. Our project objectives were built around quantifiable results; thus, empowering our clients with the information needed to understand their data the same way we do: Clearly see and identify the open marketing opportunities left unused, and precisely how to create a new strategy built on these opportunities.
Bringing us full circle, the Levers App – technically – is the by-product of our experience and talent rolled into a new platform. Levers helps people do what our consultancy helped clients see for years, but on a much larger scale. Levers shows people where the holes lie in their data today, how these problem areas will affect their future and then, even one step further, enables them to test changes to these areas in order to make problems obsolete over time. Unlike many of the marketing tools currently available, Levers lends an entire picture, clear as a looking glass, of your past data, your current data and where you want your data to be in the future.
But why call it Levers? For that, let’s first revisit our childhood past and remember what a lever actually is and what its purpose fulfills in everyday life.
A lever is a simple machine consisting of a beam or rigid rod pivoted at a fixed hinge, or fulcrum.
A lever amplifies an input force to provide a greater output force, which is said to provide leverage. The ratio of the output force to the input force is the ideal mechanical advantage of the lever.
Levers are things we use every day, like elbows, scissors, bottle openers, nail clippers, pliers, etc. All levers perfect an action with simplicity at stake – in all sense of the term – to make specific tasks easier for us.
Think now of the Levers Application in collaboration with all the analytical data available to you. On a daily basis, for example, you need to know where to apply effort force (time, work) to obtain leverage (conversions, ROI). Can you confidently pin point your fulcrum in a minute, an hour, a day? This problem-solving efficiency is what we built in Levers.
Using your own data, Levers allows you the ability to change the variables (deltas) with a simulation and forecast what affect these variables will have on your bottom line. Instead of spending your own money and time to test, Levers can accurately provide quantifiable justification to theoreticals and hypotheses.
Relating the Levers functionality back to the definition of a lever, your actions throughout a forecast and simulation effectively embody the true purpose of a lever. Levers not only identifies your leverageable data, but it also allows you to experiment yourself to find just how far your “levers” need to engage for better business yields. AKA Levers software is the fulcrum allowing you to leverage your data.
Now you see why the name “Levers” created the perfect synonym for the data forecasting platform we’ve built. Levers App combines a variety of simple machines for one tough task, giving you leverage (also called mechanical advantage) on your business’ future. Essentially, Levers does the heavy lifting on your digital marketing data so you can confidently plan and execute future strategies knowing you’ve measured twice and cut once.