About
A marketing team that shows its work.
DataMatrix Labs is a digital marketing agency. We plan, run and measure search, paid media, social, content and email as one program, and we show you the reasoning behind each decision as well as the result.
The short version
Most marketing reports tell you what happened. We think you should also see why we did it, what we expected to happen, and what we would do differently next time. So every plan comes with its reasoning, every campaign with its measurement, and every month with an honest account of what worked and what did not.
What we believe
Six principles we work by.
None of these are new ideas. The work is in keeping to them when a deadline or a disappointing month makes it tempting not to.
Measurement comes first.
If a result can't be measured, it can't be managed or honestly reported. Tracking is the first thing we check and the last thing we skip.
One plan beats five good channels.
Search, ads, social, content and email reach the same customers. We plan them together so each one passes its audiences and its lessons to the next.
Plain language is a skill.
If we can't explain a decision without jargon, we haven't understood it well enough to make it. Reports, plans and calls are written to be read by the person paying for them.
The budget follows the evidence.
Money moves toward what is working and away from what isn't, even when that means less of the channel we suggested in the first place.
A test that fails is still an answer.
We write down what we expect before we run something, then report what happened either way.
Your numbers are yours to check.
Every summary links back to the raw figures. You should never have to take our word for it.
How the team is set up
Five roles on every account.
We describe the team by responsibility rather than by headcount, because the size of the team changes with the size of the program. These five responsibilities do not.
One person who knows your account end to end. Questions, requests and updates go through them, so you never have to work out who to ask.
- Day-to-day communication
- Timelines
- Approvals
Sets the plan: which channels, in which order, with which budget, and the numbers each one is expected to move. Revisits it as results come in.
- 90-day plan
- Budget split
- Priorities
The people who work inside each channel in your program, whether that is search, paid media, social or email. They build, launch and adjust the campaigns.
- Campaign builds
- Weekly optimizations
- Channel tests
Checks that tracking is correct before anything goes live, keeps the dashboard accurate and turns the month's numbers into a report you can act on.
- Tracking and tagging
- Dashboard
- Monthly report
Writers and designers who produce the ads, landing pages, articles and emails the plan calls for, and refresh them when the results say it is time.
- Ad creative
- Landing pages
- Articles and emails
Point of contact
Your one line in to the whole team.
On a smaller program, one person may cover more than one of these roles. The responsibilities are covered either way, and you will know who holds each one.
Working together
What you can expect from us
A written plan before any budget is spent
You see the channels, the order, the budget split and the numbers we expect to move, and you agree to it first.
Tracking checked before launch
If something can't be measured properly, you hear that before the campaign starts, not after.
One report a month, written to be read
What we did, what it changed and what we recommend next. Plain language first, raw numbers behind it.
Bad news at the same speed as good news
When a channel underperforms we say so, along with what we think is causing it and what we propose to do.
Reasons, not just recommendations
Every change to budget or direction comes with the evidence that prompted it.
A straight answer when something is not worth doing
If a channel or tactic is unlikely to pay back for your business, we will say so rather than sell it.
What we ask from you
Access to the accounts and the data
Analytics, ad platforms, your website and your email tool. Without them we are guessing, and so are you.
One person who can decide
A single contact on your side who can approve work and settle open questions keeps everything moving.
Honest numbers
Margins, lead quality, what actually closed. The more we know about what happens after the click, the better the decisions get.
Feedback while it is still useful
Creative and copy go stale in a queue. A quick “no, because” helps more than a late “fine”.
Patience with the slower channels
Some channels show a signal quickly; organic search and content take longer. We will say which is which before we start.
A heads-up when the business changes
New products, price changes, stock problems, a competitor's move. A plan rests on assumptions, so tell us when one of them breaks.
Want the step-by-step version of how an engagement runs?
See the process