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Frequently asked questions
I'm still not clear - what do you do exactly?
We get it. "Analytics" means a lot of different things to different people. For some, it's very technology-focused such as data collection and integration. For others, it can take the form of a monthly campaign performance report.
We are what we like to refer to as "front-end" analytics (think similar to front and back-end development). We are the "front-end" users of data. We are the ones that will help you use all of the data your friends on the technology side are collecting. Depending on the project, we will augment your existing data with additional 1st and 3rd-party data (think surveys, panels, econometrics). What differentiates us from your current "front-end" analysts is that we use data science techniques and machine learning to quickly and confidently answer your business questions. But what good are insights if they are hard to understand and use? We go one step further and transform our models and spreadsheets into simple business stories that everyone can understand and use to drive success.
Who is your typical client?
Our typical client has existing analytics resources (internally or externally) that provide data collection and reporting. Our role is to augment this work, not replace it. We are brought in as a specialized team to answer strategic business questions a few times per year.
Clients who see the most value from our work are medium to large-sized businesses that spend at least 1 million dollars in digital advertising annually. They can also implement strategic, creative, or UX changes at least 2-4 times per year. We facilitate the implementation of these changes by identifying the high-priority learnings and encouraging the application of these learnings through our solution co-creation process. Our ongoing work is always most valuable to clients who can and will implement changes throughout the year.
What is your typical project?
All our projects start with a business question or challenge. The next step is always using quantitative data and predictive analytics, at a minimum, to answer the question and recommend paths forward. Depending on the project, we augment the quantitative data with qualitative research through our innovative and proprietary 1:1 approach.
The most common questions we see are about understanding users and their journey to conversion, how well marketing works (especially against offline metrics), how to make websites, ads, or content perform better, and what to measure and how. We also answer questions about branding, product development/pricing, customer acquisition/retention, and other similar business problems.
What is your process?
Process is a very critical aspect of what we do at Magic Layer. It ensures we can be confident in our findings since we have a scientific, repeatable approach. Our process is also critical for ensuring that our work is actionable since it's collaborative by design. How do we do this?
1. We start with a conversation, not a deliverable.
2. We kickoff the project for cross-team alignment.
3. We create the dataset.
4. We model and analyze the data.
5. We tell a story.
6. We co-create solutions.
Are you a full-service agency?
We purposely focus on only the things we do best, which are research and predictive analytics for marketers. As a specialized partner, we understand that we must work as an integrated part of your larger internal and external teams. We designed our process to ensure seamless team-wide collaboration.
We also have an extensive network of designers, copywriters, and developers we can introduce you to when appropriate.