See, Think, Do, Care Winning Combo: Content +Marketing +Measurement!

RevolveThere have been tons and tons of implementations around the world of my wonderfully profitable See-Think-Do-Care business framework.

This is immensely gratifying.

Over the last year, I've also worked with many companies to drive new and rapid innovation in their digital strategies using the framework. In the process, I've learned a whole lot more, evolved my thinking and refined the nuances.

In this blog post I want to share two strategic clarifications/extensions of my thinking about the See-Think-Do-Care framework. My hope is to better assist you in your own journey in using the framework to unlock imagination, build intent-based audience strategies, deliver joy to them and accelerate business profit.

And, just because I love you all so much, I'll end with a little bonus. A thing three that shares optimally aligned See-Think-Do-Care metrics!

But, let's start with the core intent of my post.

There were two key reasons I'd created See-Think-Do-Care.

Thing One.

I passionately dislike how most Marketers have become selfish – because most companies set deeply selfish goals for them!

There is a ton of pressure to show ROI, in 24 hours (!!). There is very little desire to "rock the boat." There are ton's of incentives to keep doing things the way they've always been done. There are loads of "studies" and business frameworks from the ancient Romans and early Greeks to "guide" decision making. We expect to shout via TV or Radio or on AOL.com and expect our customers to follow a specific "path" down the "funnel."

Shove, shove, shove, them down the funnel, and shovel, shovel, shovel in the money!

I saw this wonderful cartoon by Marketoonist somewhere, it captures the essence beautifully…

marketoonist travel sales funnel

It is not that companies are silly. Remember, there was little data to know what worked – hence what might have worked in the past was repeated. There were few possibilities to actually understand the complexity of the consumer decision making process – hence a small focus-group drove policy. There were no platforms to engage people in any scaled manner, except when they walked into retail stores or called companies on the phone – hence there was no need to truly be social or patient.

I hate this because it limits imagination and success for companies, and happiness and joy for customers.

We have the web, an incredibly empowering audience relationship platform. We can actually talk to customers in all their moments, not just commercial ones. We can see the broad arc of their behavior. We can entertain them, inform them, and provide utility (AND fulfill their commercial needs – hurray revenue!!!).

See-Think-Do-Care says, there are four different audience intent clusters, and we, as companies/Marketers/CxOs, need to ensure that we solve for all four audience intent clusters.

see-think-do-care-audience-intent-clusters

At it's core is our largest addressable qualified audience (LAQA). Not just your largest addressable audience, that leads to the omni-present spray-and-pray advertising on TV and in magazines. Qualified. That Q is really important. Only people who through, primarily, their behavior (not demographics/psychographics) share an intent which puts them in our LAQA.

The core largest addressable qualified audience is our See intent cluster. This audience, and this is critical, has no commercial intent. Yet, now finally thanks to the glorious platform that is the web, we can engage actively, and profitably, with this intent cluster. (Something never possible in the past at scale, unless you count having a booth at the 1851 World's Trade Fair.)

The Think audience intent cluster that contains a slightly smaller audience but one that, through their behavior, display weak commercial intent.

The Do audience intent cluster is, think of how crazy this is, the one on which 97.296% of the current marketing activity is focused: an audience with strong commercial intent, close to making a purchase. (Since there is such little understanding, or accommodation, of intent by marketers, at a company, or agencies huge and small, all those ads on TV and display ads on websites – BUY NOW, BUY NOW PLEASE! – are simply trying to maximize the chance they'll bump into Do intent. In the processing, annoying everyone in the See and Think intent clusters!)

The Care audience intent cluster is the one I love the most. It is the largest addressable qualified audience that forms our extra-loyal customers. Not just people who've purchased once, but multiple times. Those that have renewed their contract. Those that have long-term revenue resulting engagements with us. Today on the web, there is such little care for the Care intent cluster. There are tech support FAQs. There is a support phone number that's challenging the Loch Ness for findability. But, nothing else. Why not? If you could talk to your extra-loyal customers at scale, provide utility, bring them closer to your brand, is that not a gift from Krishna/Jesus/Kratos?

Taking into account intent, rather than age/income/marriage/education, into account, and the web's massive capabilities, you can unlock imagination inside your company and deliver joy to audiences.

Step one is to define your largest addressable qualified audiences carefully. Be very specific, be focused, be obsessive about getting the Q right. Then, use that as a lens to evaluate your entire business strategy – most definitely digital.

Here's the output of an audience definition exercise I'd recently done for a client gig…

see-think-do-care-audiences-defined-becel

Just think of See. Having that crispness (not too wide, not too narrow, with a pinch of clear Q), can you imagine the videos you might post on YouTube or posts on Facebook that inform, entertain and provide utility? Imagine how much more focused your digital marketing will be once you give that Think definition to your team/agency. So on, and so forth.

What current funnel based decision-making structure or business framework pushes you do do that? None.

Which team can benefit immensely from going through this exercise and create a richer understanding of the audience-centric intent-driven possibilities available? Yours! :)

So, that's the first thing I love about See-Think-Do-Care. An obsession with the largest addressable qualified audiences with and without commercial intent and challenges you to use digital for Care.

Thing Two.

The second thing I love is the fact that we can take a non-siloed view of what it takes to succeed. We can talk about Content AND Marketing AND Measurement. Everything through one lens. Each element forced to account for the other two.

I know that seems like a strange thing to celebrate because at some level it is so obvious. Yet, in reality, we are all broken into pieces in any organization. We simply think about our immediate job responsibilities, and the overt or covert incentives usually narrow down our focus even more.

I believe, as perhaps common-sense would dictate, that you should have a content strategy first (and content investment first). Then, at least after you have a critical-enough amount (yet, not complete) of content, you should invest in marketing. Once you have a critical-enough marketing budget (this could be $10k, really the bar is quite low), you should have measurement strategy. [Phase one, steps one through five, here: The Complete Digital Analytics Ecosystem: How To Win Big.]

Let us look at the combination of these three critical elements, and understand the implications of accounting for all of them in executing our See-Think-Do-Care strategy (or not accounting for one or more!).

You'd be surprised how often this happens:

marketing only

It sounds absolutely silly, but think of all the companies where marketing is on auto-pilot (doing the same thing year-after-year with 3% increase in budget). Is this not what they are doing? Think of companies where marketing is a kingdom, or just a silo, caring little about all else. Or, think of how many start-ups or deeply established companies will think they have a product and start marketing the heck out of it. It might work for Do audience intent, but for See-Think-Care, this strategy is a disaster.

Good marketing is not free. Hence, having a strategic or tactical obsession with marketing without deeply thinking about content (first!) and measurement (soon after!) is flushing money down the proverbial you know what.

[If you really believe this is not happening inside your company, pause and read the contract given to the SEO agency/internal person. Dive just a little bit into the PPC or Display teams/agencies. What percentage of their time/effort is focused on ensuring See-Think-Do-Care content is there?]

When you only see the orange box inside your company, or an out-sized investment in it, your ads are writing chqs your website can't cash.

If this is your company's strategy…

content only

It is quite sad. I've even called it lame. The good news is that the internet has a way of delivering audiences without you even trying. Think of what SEO does. Think of what people do when they find great content, they amplify! This means if you have great content (with great being the operative word, if that's hard for you think of it as See-Think-Do-Care content that meets each audience's intent), you'll get some people to connect with it.

But, it is heartbreaking to not invest in marketing because no amount of SEO and Social and Email can get you the audience you deserve. Great content is mandatory, but it is not the be-all-and-end-all. In an attention-fragmented world, you need great marketing and, if you are reading this blog you know this already, you need great measurement.

Don't short-change your company. Invest in content to match the See audience intent. Create unique content to match Think audience intent. Optimize your Do content to meet the challenges of digital – mobile and desktop. Start from scratch and invest in actually useful Care content.

This does not happen often (why, god, why not!!!)…

measurement only

But it does happen from time to time. A CFO or a Big Consulting Company Executive takes over a team/company/area and they go all crazy about measurement. Huge systems are deployed, some people get hired too. It is sad.

Without great content, and an equally worthy marketing strategy across See-Think-Do-Care, data is almost completely useless. Scratch that. It is completely useless.

Combinations of the necessary trifecta are often more common.

content plus marketing

This is OMG, so close! Great content, great marketing, without a great measurement strategy is a problem because how do you know that it is great? Or, that it sucks?

You need data!

Buy my books! Read this blog! : )

People often go on belief that they know what great content is and they know what great marketing is, because they can smell it. There might be something to it. But, one of the key learnings you'll get when you invest in See-Think-Do-Care content is that it is very hard to get it right based on the past or your experience. You need to experiment, and hence you'll need data. Ditto for marketing. Think about this, we are on our seventh iteration of what Facebook is good for when it comes to business. We know the first six iterations failed because we had data to prove that. If we'd listened to our convictions, or social media experts, we could have a bigger flaming crater around our company.

Get data.

This one stinks less. That does not sound nice. Let's try again. This one optimizes for a local maxima and not a global maxima. Better?

content plus measurement

Pairing up great content with great measurement will at least help you understand how your content is performing for the audiences you do end up finding organically. It can also help your company prioritize investments in the right areas.

But, without great marketing, great paid marketing, you are not going to get as big as you deserve to be. You don't have to unleash millions upon millions of dollars overnight. But, you need to build a great owned-earned-paid marketing strategy. [Bonus read: Digital Marketing: Five Deadly Myths De-mythified!]

This combination exists way more than I would like to admit, lots of marketing and lots of measurement and neither one of the two actually really obsessing about content.

marketing plus measurement

And, you don't even have to go very far to see this manifested. Just open Google Analytics. How many metrics, dimensions and combination of both in reports do you see that obsess about content? And, how many do you see related to marketing?

It is not even close.

GA is a marketing tool, so perhaps this is not fair. But if not great content, what are we marketing in the first place? Yes, yes, products and services, but how do they manifest themselves on your online platforms? Content, right?

If you have a gun to your head, choose Content + Measurement. Or, even choose Content + Marketing. Try not to choose just Marketing + Measurement because, while it is so common, it is not going to cause you to win with strategies identified by the See-Think-Do-Care business framework.

Of course, the one we really want, the one I really want for you (!), is this one…

content plus marketing plus measurement

You build great content, really great content that meets the audience intent displayed by their behavior, in humble, polite, funny, inspiring, value-added ways. Then you unleash smart owned, earned and paid (perhaps in that order) marketing to find your largest addressable qualified audiences across desktop and mobile platform – on Google and YouTube and via Email and Display ads and Facebook and Baidu and Terra and more. Along the way, you execute the perfect digital measurement strategy across See-Think-Do-Care.

And that is how you break silos. That is how you solve for a global maxima.

If you've seen me present, you've likely seen this slide…

see-think-do-care-content-marketing-measurement

It expresses my deep passion for doing the right thing when it comes to our business strategy.

This is the second thing I love about the See-Think-Do-Care business framework. It forces and evaluation of the complete business strategy. It incentives everyone in the company to do the right thing and care of the other other pieces that might not directly be a part of their job description.

Bonus: Thing Three.

A great percentage of you read this blog both for the digital marketing and digital analytics thoughts. For those of you in the latter category, I wanted to share a small bonus.

It is always difficult for marketers or CxOs to invest in content and marketing strategies for audiences where there is no commercial intent (See), or sometimes even audiences with weak commercial intent (Think). Some even oppose, even those this is terrible, investing smartly in Care audience intent.

The belief is that these are hard to measure (and, so perhaps how to earn the annual salary increase / equity grant / bonus).

Here are the metrics I recommend as a starting point for those initiatives.

see-think-do-care-measurement strategy-metrics

As you can see. You don't have to hold your See content and marketing initiatives hostage to an immediate conversion rate (and judge a fish by it's ability to climb a tree!). You can use the four metrics outlined above (they go from easy to hard, in each cluster).

Ditto for Think, Do and Care.

One of the reasons Lifetime Value is pretty much a bust in current measurement strategies is because we execute it as a Do, when really it is all about Care!

Align your metrics optimally with audience intent (and desired business outcome).

I hope you'll stop your companies from judging fish by their ability to climb trees.

As always, it is your turn now.

Has your company adopted the See-Think-Do-Care business framework? If not (come on!), is there are different framework being used? Do you, or your agency on your behalf, consciously invest in See-Think-Do-Care content uniquely to meet the audience's intent? Thinking macro, are you investing optimally in content, marketing and measurement? Or, is it lop-sided (as sadly is often the case)? If you were Queen/King of the world and had to change where your company is investing, which category would you prioritize higher? Are you using the above metrics to measure See-Think-Do-Care content and marketing success? Something else?

Please share your tips, tricks, critique, stories and guidance via comments below.

Thank you.

Comments

  1. 1
    Elizabeth S. says:

    Your articles are consistently of such high quality Avinash. It is impressive.

    Our agency in the UK has standardized on See, Think, Do, Care. We have seen a great improvement in the quality of discussions we have with our clients. It has allowed us to move beyond being pegion holed as was the case in the past.

    We struggle with Care the most because of department silos and legacy at our clients. We'd love to hear in a future post any strategies that have worked for you.

    Thank you so very much.

  2. 2
    Andrew Blank says:

    I really love this and it does a great job of covering all of the bases.

    I've seen parts of this described as a top of the funnel through post conversion and even the customer journey.

    To me the real revelation is the content strategy being so integral.

    Previously it has been described as a "nice to have." With the ROI shift in marketing (based on measurement), I think it is difficult to convince businesses to invest in See or Think-level content.

    It seems that the more audience/customer focused you become, the more effective and easier the overall acquisition process is.

    • 3

      Andrew: You are right, See and Think are often described as "upper funnel" / "top of the funnel". This leads to two mistakes in my experience.

      1. It is deemed as not that important or something optional.

      2. When you dig into "upper funnel", even in the best case they are describing Think. See is still completely missing!

      It pains me.

      Investing in See and Think CMM strategies is critical to building long term success of the company. The audiences are there, we can identify the intent, and with the web we have a platform to accomplish great things.

      Glad you found the post to be of value!

      Avinash.

      • 4

        The top of funnel discussion is a constant in my job, and I guess in yours too. There are two types of marketers I experience every day:

        1. I want quick wins and conversion because my scorecards isn’t looking good but I have no money for anything else

        2.I want Awareness and Sales! But I don’t want to invest into the middle of the customer journey/funnel

        (1) beeing the “ROI driven Marketing guy” who can’t explain why there are so few leads to actually convert and (2) beeing the “Shoot a shotgun into the ocean hoping to hit a fish guy” who blames the creative agency for the bad conversion rate….

        The good thing is that they need experts like us to (painfully) convince them to do things differently…

        Cheers,
        Pascal

        • 5

          Pascal: I'm glad that you see the gaps in their thinking!

          It take's some effort to get them to see the light. But, in my experience if we move the view away from the company (so a selfish view) to the view from the customer perspective ("what customer intent are you solving for?") then it really accelerates their understanding of the framework.

          Then, the execution gets better.

          Avinash.

    • 6
      MARCOS DALDEGAN says:

      Olá.

      Gostaria da sua ajuda, se pude me ajudar agradeço muito.

      Eu gostaria de descobrir exatamente ou muito próximo a localização de cada cliente que entrar no meu site.

      Ouvi falar que existe uma função do Gooogle Analytcs em HTML que eu posso inserir dentro do meu site onde assim que o cliente entrar no meu site vai aparecer um pop-up perguntando se o tal cliente da a liberdade de compartilhar sua localização, porem eu não consegui descobrir como fazer e nem o nome dele.

      Você sabe como pode me ajudar com isso, se necessário eu pago pelo seu trabalho, dependendo do valor.

      Desde já agradeço.
      Aguardo.

  3. 7
    Juan L. says:

    Hi Avinash,

    Thanks for your articles, they are like a gem!

    I have a question about your see,think, do and care framework.

    In your example on Becel, you do not mention the product until you get to the section Care and this surprised me.

    In my case, I sell loose leaf tea, and my section See is only "Visitors who are interested in loose leaf tea." but now I see I'm wrong, right?

    It should be something like Becel, "health conscious visitors who want to improve their lifestyle"?

    Regards,

    Juan L.

    • 8

      Juan: It is a lot less complicated than you might imagine.

      For the Do audiences the intent is squarely on the product/service, hence we will have lots of product related Content in our Marketing and digital presence to meet that intent. In the description, it is not there because the focus is on the intent.

      The product is also in the Think intent cluster, a bit less so as you can imagine.

      Your definition of See is too broad – it would encompass the entire world. Well, most of it. So, you have to figure out what is Q. What makes someone who loves tea qualified to be in your LAQA. For Becel, it was being health conscious. For you, it might be that, or something else.

      (I apologize for not answering more specifically, it is because I don't know your company enough.)

      Avinash.

      • 9
        Juan L. says:

        Thanks for your answer!

        In your previous article "See-Think-Do: A Content, Marketing, Measurement Business Framework" you said, as an example, that the See stage are "all people who wear clothes." so I adapted to "people who are interested in loose leaf tea".

        As I understand, you've now added another parameter Q quality, so we have to redefine the "See" stage with the new parameter that will no longer be "all people who are interested in loose leaf tea" because it's too broad.

  4. 10
    Linka Biaggi says:

    This is a must share.

    Thanks Avinash!!

  5. 11

    Hey Avinash,

    For agencies working with non-ecommerce websites (especially campaign related ones), quite a bit of the challenge lies in separating the metrics for See/Think/Do and not using them all together in a "Do" context [non-ecommerce goal completion].

    Short duration of campaigns [think 4 weeks] also brings pressure on instantly driving CR up.

    Thanks for refreshing the original "See-think-do" article. Will apply the learning from this article and see how it goes.

    • 12

      Adil: I would argue that if the websites are "campaign related", they were created for a purpose (performance or brand). Then it is simply a matter of identifying the optimal See and Think metrics. The Do in such a context is usually offline, which is ok as we can measure it with some extra effort.

      It might be Amplification Rate or moving up the Likelihood to Recommend or other such brand metrics. It might be shifting the propensity to drive Assisted Conversions.

      If the duration is four weeks and the metric is CR, perhaps we simply treat it as Think and Do and use those metrics and make everyone happy!

      (And, when it shows failure, we can go back to the company and get them to not have such crazy time/short-term initiatives if that's what the data shows. :))

      Thanks so very much for your thought-provoking comment.

      Avinash.

  6. 13
    Jessica Peterson says:

    Great post!

    My favorite part is the walk-through of content, marketing and measurement. Your advice really illuminates the adverse implications of missing even one of the three.

    We spend much more time on marketing than on content. I'll take this to my team and use it is a way to figure out how to right the balance.

    Thank you Avinash.

  7. 14

    I work for a Fortune 500 company. I think from sheer size of our budget and the number of people we have working, we do the Content and Marketing part really well.

    But when it comes to measurement it is a total miss. We just use the wrong metrics for everything. All of our metrics are Do focused.

    And even worse is what happens when it comes to Care. I think we do a bad job of differentiating what I would call brand ambassadors from the person who bought our product 1 time. And this goes for a few other large companies I have worked for as well.

    I would challenge anyone who works in marketing for a large company to answer this question. Do your email marketing campaign send the same information to a person that has made 1 purchase from you as gets sent to a person that has made 100 purchases from you?

    I'm guessing all of the content is exactly the same. Care is certainly lacking.

    • 15

      Oremo: I concur with you that Care is a big miss for most (all?) companies. Part of the challenge is that when we say "if you could talk to all your extra-loyal customers, what would you say?" The answers are: "Sell more stuff!!"

      Selling more stuff to your existing customers is good, and possible. But there is so much more we can do for them to build brand love and be of value to them beyond selling. This is the key to winning care.

      But, no one on the we do it well, so it will take time. :)

      Avinash.

      • 16

        Especially Fortune 500 companies seem to struggle with this in my experience. The attached CRM is so huge and manly used for after sales promotion, it usually is also managed by the IT department and owned by the retail channel, so any synch with Marketing is more of a political diplomatic mission than an integrated campaign. Smaller companies seem to be much more agile as they just restructure the access to the data much faster.

        Big companies need to (most of them started already of course) restructure their data teams to make it a central asset of any communication.

        Doing that they can start measuring the right data. Because right now it very often isn't possible to measure more than clicks on the landing page for the marketing departments. I personally know quite a lot big companies where even the sales impact of a campaign can't be measured at all.. So all you get its "click to store"….

  8. 17
    Waqar Ahmed says:

    Dear Avinash.

    Pretty new collection of ideas for me. I will have to re-read it a few times to grab the key messages. :)

    Best regards,

    Waqar

  9. 18
    Alvin says:

    I think your article is spot on.

    Too many people and businesses preach and work on content marketing blindly without wondering and checking if the content they're putting out there has enough value and is converting the way they want it to.

  10. 19

    What about your internal audience–your employees? Where do you see them fitting in with your See-Think-Do-Care framework?

    My gut says that they fit in most with the Care group since, as brand advocates, they are more likely to recommend your business and products.

    • 20

      Art: Your gut is right!

      Regardless of if they want to be brand advocates or not (perhaps some hate the company!:)), if they are extra-loyal customers – our definition of Care – then they meet the criteria.

      The great news is that they are easier to find, and brainwash! :)

      Avinash.

  11. 21

    Avinash:

    I've been a great fan of the See-Think-Do framework since you published it here a few years ago. This post has done a great job in clarifying many points, however I'm still obsessing over one of the most fundamental things:

    The largest addressable qualified audience (LAQA).

    My question refers to this statement "Only people who through, primarily, their behavior share an intent which puts them in our LAQA."

    When you talk about behavior sharing an intent, do you mean online or offline? How can you detect this? In your example above concerning an LAQA with an active lifestyle, how would we detect those behaviors?

    A practical example would be designing a Facebook Ad campaign for the See stage. Would this intent be represented by the interests related to the target audience, or maybe by tracking visitors to our site? I would assume the latter is more of a Think stage audience.

    All other aspects of the framework are quite clear but I just cannot seem to translate the concept, which is quite clear, to specific actions. If you would shed any light into this I would be very, very grateful.

    Before I end, thanks for always sharing so much valuable insights during the years. You are truly an inspiration for many of us.

    Regards from Mexico City

    PS – If you ever drop by here, the first round of Margaritas are on me ;)

    • 22

      Angela: Yes. It is the expressed behavior of an audience that qualifies them to be in our largest addressable audience.

      For the purposes of this post I'm only using the behavior that is digital (content consumption, searching, social behavior, other types of clicks, activity etc). But it is not all that difficult to imagine that if your company is savvy about data collection, you could easily apply See-Think-Do-Care audience clusters and intent model to your offline data.

      In your example, based on what the behavior is, both activity on FB and your site could be See, or Think. It just depends. Here's an example. I'm interested in fast cars. I'm reading about them in FB posts. Audi happens to write lots of posts about Le Mans race on their blog at audi.com. I read them there. I'm still See.

      I hope this helps.

      Avinash.

  12. 23
    Mark B. says:

    Hi Avinash,

    Thanks so much for your follow up post!

    I had a quick question about the scale of the framework. The company I work for has several different product lines: clothing, books, supplies, software, etc. In your opinion would it be better for us to have a "See" statement for every product line or would it be better to have one blanket "See" statement that would fit every product line. Or maybe something in-between like customer segments that would cross product lines. I can see arguments for all those options and I would love to hear your advice.

    Best regards from an aspiring analysis ninja,
    Mark B.

    • 24

      Mark: A wonderful question, thank you!

      Recall that with See-Think-Do-Care we are obsessing about two things: Intent, Audience Clusters.

      The way I think about it, for my clients of the type you describe, is that if the Intent and Audience Cluster is common, I would just use one See statement for all of them. A recent client was a huge company in the food space that at the end of the day is solving for the same intent and the same audience cluster – even though they have tons of products.

      But, if the Intent and Audience Cluster for that intent is not the same, then it is worth defining them differently.

      All the best with your analysis ninja quest!

      Avinash.

  13. 26
    Eduardo Serenato says:

    Great post as per usual, Avinash.

    If I'd pair your framework STDC with the customer decision journey it would be something like: S – anything prior to the trigger to fulfill a need or want, T – early on the consideration phase(a.k.a ZMOT), D – late in the consideration phase until the first moment of truth and C – loyalty phase (after SMOT) where you skip the entire process and buy again from the same company.

    Do you agree?

    Thanks for the ongoing inspiration.

    • 27

      Eduardo: The CDJ is interesting, everything from McKinsey is! :)

      I'm afraid it is tough to map them. Primarily because CDJ was create a very long time ago and hence, because of that time of the world, does not quite accommodate for the amazing possibilities that the web (and intent!) offer in today's world.

      In a nutshell, CDJ does not have any See (because CDJ starts with commercial intent, semi-strong intent do perhaps towards the bottom of Think). And, it only focuses on Care in as much that re-sale of products is the scope – I've stretched to a lot more than just selling the customer more stuff to deliver much more value to the customers, because now you can (just think of Inform, Provide Utility, and more).

      ZMOT is just the first impression, perhaps the work you do to show up in Do at the point the customer is about to decide. It is important, but quite finite.

      I hope this helps.

      Dr. Paul Marsden wrote an article about See-Think-Do-Care and CDJ, perhaps it provides an additional perspective: http://digitalintelligencetoday.com/avinash-kaushik-intent-marketing-and-the-4-timezones-of-right-time-marketing/

      I'm so glad you found the post to be of value!

      Avinash.

      • 28

        Hi Avinash,

        Thank you so much for this great piece!

        My question is in relating with the CDJ model. We were advised to focus on one objective at a particular period of time that we should not try to achieve all the six steps at a go. How would you advice us to pursue the STDC model. Should we focus on one objective at a particular time or we attend to the audience at once.

        Please I need clarification.

        • 29

          Kola: Let me unpack two things in your comment.

          I've mentioned this in other comments (and in the post as well), the CDJ does not have the See audience intent cluster, and for Care it only focuses on re-sale to existing customers. I believe these are missed opportunities.

          On your second element, I'm afraid that I've been a long proponent of multiplicity on this blog and in my keynotes. The web makes it possible for to execute effectively at scale for your Macro Outome and your business Micro Outcomes. This does not mean you solve for 50 things, you have to assess your capabilities and talent pool very carefully. The best companies are going to have to figure out how to solve for a portfolio of outcomes.

          I appreciated your comment very much!

          Avinash.

      • 30

        Interesting thought! I work with CDJ all the time and think it is a great model. But after reading this piece I believe that STDC and CDJ can complement each other on certain levels.

        I am a brand guy rather than a campaign guy and therefore the STDC approach might add the brand element to the (by definition) very sales oriented CDJ approach.

        As you said the commercial intent that CDJ starts and ends with is great if you look at a specific product campaign. But it isn't the right framework to set up your whole Marketing strategy. Especially if you talk about B2B (like me) where a relationship with a potential customer can take months to develop before any commercial intent comes up. Also a resale is very unlikely to happen quickly.

        I know cases where the brand communicates to customers for years to keep them connected to the brand before a potential resale opportunity arises.

        I think I will build my own little framework out of STDC and CDJ for my next workshops…

        • 31

          Pascal: You clearly get it!

          CDJ is very much performance marketing oriented (which is absolutely wonderful) and S-T-D-C is focused on both performance marketing and brand marketing.

          The other nuance is that the CDJ has little about creating content of the type that allows the web to be unique in connecting with customers (part two of this blog post), but S-T-D-C has that at it's center (along with having a clear way to talk about measurement). Hence, it solves more problems cleanly.

          But. All that said and done.

          It is always hard to get people to think clearly. Hence, my recommendation is to pick one clean business framework and to stick to it. If you feel the wonderful CDJ is more relevant to your client, stick to it. Don't mess it up with S-T-D-C or ACPL as it will only confuse people more! :)

          Avinash.

  14. 32

    Hello Avinash,

    I want to learn some tricks and strategy for digital marketing, will you lease help me by either suggesting any link to read or ebook??

    I am waiting for your response!!

  15. 35
    Yasmin Bahun says:

    Such a valuable follow up to your first post on See, Think, Do, Care! I understand some of the non-obvious nuances so much better.

    At our company, we do have the mindset that if you build it they will come. We have had good success over the years, but your post has been a good reminder that we need to invest equally in Marketing and Analytics. I'm redoubling my efforts to get to the optimal balance.

    Thanks Avinash.

  16. 36
    Alexis Ljungquist says:

    This a really nice article! Wow, just wow!

    It is impressive how you are able to consistently push us to think strategically. It is quite easy to get trapped in our day-to-day narrow focus on analytics. Thank you for working hard on our behalf Avinash.

  17. 37

    Proved to be a very useful post for me. Thank you so much Avinash.

    I am using your strategy for my own blog and I think it is result oriented. Thanks a lot again for sharing with us ….

  18. 38

    Thank you Avinash!

    I am starting up a Content + eCommerce site, and from the ground up I am integrating Content Marketing into the site.

    Your STDC and Content +Marketing+Measurement Strategy chart in Thing 2 is going to be the foundation and framework from which I build the business.

    The Measurement Strategy metrics chart in Thing 3 is going to be my game plan.

    Is this innovative on my part or am I just building a better mousetrap?

    • 39

      David: From your comment it is not clear what you are actually building. I do apologize for not getting it.

      But, if you are building a strategy that will create the content first, invest in marketing next and then measure success for each effort, according to each audience cluster's intent, then you are on the optimal path.

      Not many people are doing this right, so you might even gain a strategic advantage over your competitors if you truly execute See right, Think ok and Care right – See and Care are ones people just can't wrap their heads around.

      Avinash.

  19. 40

    Hi Avinash

    Thank you. Thank you. And thank you a third time. Your update on See Think Do Care has come at such a timely moment. I have loved this framework from the time you first talked about it as See Think Do. And I've tried to get my organisation to think about this for the past 8 months. It has been a struggle.

    Somehow, in the past month, I got the senior management to get up and take notice. They started asking questions about the framework. And they were interested. They said we should adopt this model, its great! Imagine my joy.

    That was very quickly followed by bitter disappointment. Because what the senior managers took away was that STDC was just another way to represent the funnel. See was about awareness for your brand. Think was getting customers to consider your product. Do was getting them to buy. And care was CRM.

    But it is so much more. And I've been now putting my energy in disconnecting this framework from the funnel. It hasn't been going well. Then I thought, who better to ask than the guy who created it! So my long winded question (I know you love a good story) is, how do I convince experienced marketers that STDC is way way bigger and better than the funnel model?

    Regards
    knw

    • 41

      KNW: It is not an uncommon problem because it is so hard to let go of old entrenched mindsets.

      My strategy is to ask them this: "Ok, if Awareness is the first you are thinking of your customer, what are you going to tell them?" Usually the answer is: "We'll show them an ad about our product line." Or "We'll show them an ad about the industry we are working in." Or "We'll find them on Facebook and show them the ad for our best selling product via a marketing promo so that they are all aware of our company name/brand."

      Getting them to answer that question is key.

      Because, as is clear above, they are describing Think audience intent. Every single answer they gave you assumed commercial intent (even if it was weak commercial intent).

      Then you can tell them to keep using Awareness, Consideration, Purchase and Loyalty. But, that they are solving a Think-Do-Care problem (and usually when they mean Loyalty they mean upselling and cross-selling which is only a small part of Care – hence they are only solving Think-Do-Ca :)).

      They are missing See and most of Care.

      Once you get them to see that they are missing this huge opportunity that the web as a platform enables, they'll see the narrowness of their earlier thinking.

      The good part of this exercise is that now when they do See Content and Marketing, they won't ask for Conversion Rate to measure success because now they'll really get it!

      Avinash.

  20. 42

    Hi Avinash,

    The bars of different colors(See and Care are the longest) are not in the same size. Any meaning of that?

    • 43

      Hermes: Very clever catch!

      If you think about commercial intent at any given time, say today, in any industry or country around the world, there are not a lot of people expressing that intent. But, if you think of your LAQA, there are tons and tons.

      The sizes are visually implying that subtle point.

      I've said in my keynotes that there are hundreds of thousands of folks expressing Do intent, millions expressing Think intent, and tens of millions expressing See intent. Care would depend on how many customers you have.

      The numbers are more to imply scale and not so much specificity (as you can imagine because each business and its customer base is different).

      Avinash.

  21. 44
    Michael Heidner says:

    Great read as always Avinash!

    Opened my eyes further of approaching the think behind largest addressable qualified audience (LAQA).

  22. 45

    Hi Avinash

    I really like this comment. I really believe that understanding your direction is the most important part and first step you need to take.

    'Strategic or tactical obsession with marketing without deeply thinking about content (first!) and measurement (soon after!) is flushing money down the proverbial you know what.'

  23. 46

    Excellent, Avinash, thanks for sharing!

    Does the AdWords team know about your insights? I'm a Google heavy user with 5+ mio views on G+, i.e. I let Google know us much as possible about me.

    Why is AdWords' ad targeting still so lousy?

    • 47

      Walter: I'm sure some people who work in the AdWords team are aware of intent targeting – even if they don't know about the See-Think-Do-Care business framework. After all, Google made intent targeting on Search into a multi-billion dollar business! :)

      As you your issues… There could be a complex set of reasons, at your end ("operator error") or perhaps at Google's end ("system error"). I encourage you to reach out to your Account Manager at Google or an authorized consultant. Either should be able to help!

      Avinash.

  24. 48
    Abhinav Saxena says:

    A great article! I have rarely seen CMOs / Marketing directors chalk out a sound strategy for digital marketing channels. Most of the time its defined as "Get us more leads" or "get us more conversions", to the extent that some even want facebook likes to have a direct impact on their bottom line.

    Cribbing apart, I do have a question, based on the STDC frame work, am i correct in stating that for each of these elements, there are only a select few channels available? For e.g. Is facebook page is required only for See and Think customers ?

    • 49

      Abhinav: Here is a perhaps a better way to frame your question:

      Audiences express a distinct intent on each marketing channels, and not all marketing channels are great at all types of audience intent.

      So, when you and I are on Facebook, our intent is usually See (we are in the Largest Addressable Qualified Audience – where qualified is defined by our behavior, primarily content consumption on Facebook).

      You can see how other channels fit in there in the post.

      Avinash.

  25. 50
    Faisal says:

    Excellent Post!

    Could you please share a link where you wrote about measuring referral traffic just like you did one post for direct "Make Love to Your Direct Traffic"?

    • 51

      Faisal: I don't have a specific post on analysis of referral traffic. I think most of the stuff we've talked about on this blog can be applied to referrals. The key metrics, the approaches like attribution, etc.

      I think about this a bit more and if I believe there is something exclusive in context of referrals, I'll be sure to write something.

      Avinash.

  26. 52
    Jaime Reynolds says:

    Thanks Avinash – as always, your posts are helping and inspiring.

    Based on this, would you say there is an additional "step one" in the digital marketing/analytics ladders – to first create great content for your audience (in all stages of the See, Think, Do, Care framework)?

    • 53

      Jaime: Great question.

      In the Digital Analytics Ladder of Awesomeness, we mix in acquisition, behavior and outcome metrics and linearize them. Purely to ensure we fit them in a ladder, and to give guidance on where to start first.

      We have bounce rates and pages per visit early in the ladder, both help understand the value of content to the audience. Right after we have Page Value, shows value to us (marketer, company). At the moment Conversation Rate and Amplification Rate come later on in the ladder, for a content strategy we could pull them forward.

      Avinash.

  27. 54
    David M says:

    Great post Avinash!

    I'm impressed that you've managed to connect the disparate elements of what makes a digital strategy into a cohesive view of the world. Our agency is going to adopt this for our brand clients.

  28. 55

    This is a really fascinating look at different segments of the population.

    Do you know if there's some way of tracking users across the three groups? And do you count the "Do" audience as a subset of the "Care" audience, or do you consider purchases made by the "Care" segment differently?

    Also, you have elsewhere mentioned that it is important for every report to have metrics measuring acquisition, behaviour, and conversion. What sort of report would you use for the "See" segment? How would you count conversions in that case?

  29. 56

    Nice Article Avinash. Many people spend lots of money on advertising, but they do not measure how effective their campaign was.

    I too spent a lot of money on advertising, but after reading your post I think I should go back and check how effective they are and need to optimize it..

    Sam

  30. 57

    Avinash, your blog is awesome.

    But the comment section blows my mind. It's like getting to attend a workshop with you for free.

    Thanks for caring about your audience enough to engage on this incredible level.

  31. 58

    Haha, those diagrams man :)

    This post makes me rethink how I think I go about explaining things regarding inbound marketing process and a buyer's journey to clients, as opposed to what they actually take away from it.

    Visualizing the process helped!!

  32. 59
    Derek Sanders says:

    Yes. YES. YES! We totally agree that it takes content plus marketing PLUS measurement to have any type of successful website.

    While our website only provides us with some of our patients it is a great way to determine the success of our business. Without the proper content plus marketing plus measurement tools in place we would be completely lost.

    We absolutely love this article and will pass it along to our entire staff.

    Derek.

  33. 60

    Avinash – this is such a great framework and I find myself coming back to it time and again.

    We have also begun to incorporate the idea of mobile moments into our strategy and measurement and I am wondering how you think it best to combine the two?

    Specifically referring to these moments from think with Google. https://www.thinkwithgoogle.com/infographics/4-new-moments-every-marketer-should-know.html

    Let me know please – jOE

    • 61

      jOE: Much of Micro-Moments focuses on intent being the trigger, in this sense it lines up just fine with the thinking we are expressing above.

      The challenge with Micro-Moments is that it is narrowly focused only on mobile (See-Think-Do-Care thinking applies to all platforms), and even then it only focuses on Search (See-Think-Do-Care as you see above is applied to Social, Search, Email, YouTube, Facebook, Referrals or anything else you are doing when it comes to Marketing). Finally, Micro-Moments is essentially just the Marketing bit of Content-Marketing-Measurement framing you've read in this post.

      Here are examples of limitations you'll run into: What is a TrueView ad? Is that a to-know, to-go, to-do or to-buy moment? Or simply an interruption? Or something else? Or, what about your display ads on NY Times? Or, what you are doing on Social Media? What about the expansiveness of Care as we've covered in this post?

      See-Think-Do-Care does not focus on promoting individual platforms or narrowly some marketing efforts. In that sense, it gives us freedom to imagine more and the longevity to not jump to a new framework tomorrow because a new platform/strategy/priority came along.

      There are certainly moments with See intent, Think intent, Do, intent and Care intent. If it helps you sell mobile and mobile search ideas to your company using Micro-Moments, you should absolutely and positively use it. If you are trying to set a complete business strategy across Content-Marketing-Measurement, you should use See-Think-Do-Care. Don't mix them though.

      Avinash.

Trackbacks

  1. […]
    See, Think, Do, Care Wining Combo: Content + Marketing + Measurement!, http://www.kaushik.net
    […]

  2. […]
    “Os consumidores esperam e merecem experiências mobile incríveis” – Larry Page
    Esta publicação foi inspirada no documentário que você pode assistir a qualquer momento abaixo:
    Inspirado: Think With Google – Avinash
    […]

  3. […]
    В 2013 году Авинаш Кошик, евангелист Google и автор двух бестселлеров по веб-аналитике (Web Analytics 2.0 и Web Analytics: An Hour A Day), в своем блоге Occam’s Razor представил принципиально новую структуру построения бизнеса. Она получила название See-Think-Do-Care. В ходе работы над реальными проектами концепция развивалась, и 6 июля 2015 года в блоге появился пост, поясняющий некоторые моменты и расширяющий ее.
    […]

  4. […]
    Avinash Kaushik, in his blog post; See, Think, Do, Care Winning Combo: Content + Marketing + Measurement! talks about the importance of combining traditional marketing techniques such as those used in Mad Men, the fashionable content marketing as used by Coco-Cola and Sabo Skirt and our measurement capabilities in order to be successful.
    […]

  5. […]
    For more information on Avinash’s model: Avinash’s “See, Think, Do, Care Winning Combo: Content +Marketing +Measurement!”: http://www.kaushik.net/avinash/see-think-do-care-win-content-marketing-measurement/
    […]

  6. […]
    Durante su visita respondió a nuestros consultores y clientes preguntas sobre analytics y marketing digital. Asimismo, nos dio una clase de lujo revisando modelos como See-Think-Do-Care, Ladder of Awesomeness y Segmentación e insights para generar negocios.
    […]

  7. […]
    Podnikatelské post scriptum
    V mezilidských vztazích většinou nesledujeme metriky (s výjimkou notorických vejtahů a sňatkových podvodníků). V podnikání je to nutnost. Jak a co měřit v obsahovém marketingu vysvětluje podrobně a zajímavě Avinash Kaushik, autor modelu See – Think – Do – Care.
    […]

  8. […]
    Making just about every speaker at the conference re-do their slides, Avinash shared his “See, Think, Do and Care” business framework. According to Avinash, “See, Think, Do and Care says, there are four different audience intent clusters, and we, as companies/Marketers/CxOs, need to ensure that we solve for all four audience intent clusters. Unlike “cramming” customers through the traditional funnel, marketers build relationships in the digital age by solving for intent first and then serving up content to match that intent.
    […]

  9. […]
    But there’s another level of segmentation that can help you target your content even better. Grouping customers by intent allows you to think in terms of addressing their biggest questions and need at that buying stage. The funnel is no longer an accurate model for a purchasing process and the individual customer journey is less linear than ever before.
    […]

  10. […]
    Spíše asi později, moc dobře totiž víme, že dnes málokomu stačí k nákupu jen první návštěva e-shopu. Úkolem remarketingu je tedy přivést zpátky ty uživatele, kteří nenakoupili napoprvé a pomoci jim nákup dokončit. Pak ale nemůžu čekat, že v reportu vedle displayové kampaně uvidím stejně vysoké ROI jako u remarketingu. „Nehodnoťme rybu podle toho, jestli umí lozit po stromech“. Ani na Facebooku.
    […]

  11. […]
    Pohledem oblíbeného frameworku Kaushika je mobilní aplikace vhodný nástroj ve fázi CARE, mobilní verze pak v SEE, THINK a DO. Řešíte, zda nejdřív začít s responzivním webdesignem či mobilní verzí, nebo jako první rozjet m-shop? Chcete-li na mobilní trh vstoupit co nejdřív, začněte nativní aplikací. Spustit ji můžete mnohem rychleji – stačí logo a upravený XML feed, který běžně používáte pro Heureku.
    […]

  12. […]
    To je moudrá myšlenka a málokdo, ji chápe jako propojování jednotlivých marketingových kanálů. Téměř všichni směřují svoji aktivitu a také investice do části Kausikovy matice „DO“. Jsou však další tři části, neméně důležité. Ty je nutno všechny pokrýt. Jako velmi zajímavá a dobře uchopitelná myšlenka je využít prokrastinace lidí. To že se věnují ve svém zaměstnání něčemu jinému než práci, pří o volá po tzv. instantních produktech. Kde je právě velmi snadné naplnit zmíněnou matici SEE – THINK – DO – CARE.
    […]

  13. […]
    Please check out the infographic I have created for Occam’s Razor blog post See,Think, Do, Care Winning Combo: Content+Marketing+Measurement!
    […]

  14. […]
    Az STDC a See, Think, Do, Care szavakat rejtő betűszó. A koncepcióval először Avinash Kaushik blogjában, valamint Péter szerzőtársam Superweekes beszámolójában találkoztam. Megvallom, nagyon tetszett ez a modell (vagy akár keretrendszernek is nevezhetjük), mert egyrészt sokkal közelebbinek éreztem az inbound marketing metodológiájához, mint eddig bármilyen más ilyen elméletet, másrészt nagyon jól leképezte azt az elméletet és tapasztalatot, amivel a különböző cégek tartalommarketingjének megvalósítása során találkoztam.
    […]

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