Perspectives

Begin With The End In Mind

Scroll For More

Begin With The End In Mind

Outside of our industry, it’s easy to overlook the complexity of the work we do. From finding the right segment for a new product, to understanding the appropriate medium for a brand refresh, there’s a strange array of factors to consider in the foodservice marketplace. Lucky for our clients, we’re experts in the category. Our experience has equipped us to solve any challenge and if something new comes to the forefront, we do our best work to find an optimal solution. For planners, that means improving how we measure success.

The Conversion Based Model

At the Marlin Network, we look beyond traditional metrics. Of course we look at impressions, click-through rates, and share of voice, but what kind of story does that tell?  A short one. Therefore, we take metrics further to establish program validity. 

We created the Conversion Based Model to provide a stronger evaluation of program ROI by estimating conversions during planning. This holds our plans accountable. By balancing impressions and conversions, we deliver the best combination of mediums while meeting objectives within the budget. It’s a complete planning process – we don’t just tell you the plan, we tell you the outcome.

Optimization and Evaluation

It’s great to understand a campaign’s potential return, but we don’t stop there. Like I said, we’re planners; we’re always looking ahead. Therefore, the Conversion Based Model is never set aside. Instead, we use it throughout the campaign to evaluate and optimize in real time to stay in front of our goals.  From insertion type & placement to headlines & ad copy, we look at it all to better understand how we’re tracking against campaign objectives.

After we evaluate what’s working and what’s not, we implement the learnings. We make sure to maximize return by learning from every individual piece of paid media deployed.  We look at our traditional metrics, but then cross reference that with our Conversion Based Model to evaluate what true campaign success looks like. Because how do you define success without quantifying it?  Yeah, we don’t know either.

You May Also Enjoy Reading

Why You Want to Target Food-Fluencers

Christopher Wolf

Christopher Wolf

SVP of Insights
For most of human history, food was primarily a source of sustaining life vs. enjoying it. As technology and the economy progressed in the 20th century, it became possible for an increasing number of people to treat food as a lifestyle accessory or status symbol...
Taking a photo of beautiful food with a phone

Can “WFH” Produce Better Creative Work?

Tim Bade

Tim Bade

Chief Creative Officer
I’ve been wondering whether working from home can elevate our creative work. Many studies have been done and most point to enhanced efficiency from people working at home rather than an office. But how does that apply to the creative work we do?
Working from home with kids hanging on you

The Alchemedia Project: Pure Leaf Tea

Jeff Kern

Jeff Kern

Senior UX Designer
Pure Leaf Teas

The Alchemedia Project: Anchor

Jeff Kern

Jeff Kern

Senior UX Designer
Anchor video

Six Factors That Drive Every Consumer Choice

Ron Halverson

Ron Halverson

SVP of Halverson
Some decisions are easy. Some are painstakingly hard. The rest fall somewhere in between. Where do your category and brand fit in? Knowing will allow you to influence the consumer decision. Halverson Group can help you find out.
Consumer trying to choose between products

Marlin Network: DTC-Lundberg Farms

Jeff Kern

Jeff Kern

Senior UX Designer
Lundberg Farms web screen
Locations In:

BENTONVILLE, Arkansas
BIRMINGHAM, Alabama
BOSTON, Massachusetts
CHICAGO, Illinois
DENVER, Colorado
IRVINE, California

KANSAS CITY, Missouri
MINNEAPOLIS, Minnesota
NEW YORK, New York
SPRINGFIELD, Missouri
ST. LOUIS, Missouri

For brands that are going places.

From daily coffee stops to weekend lunch capades to once-in-a-lifetime vacations, consumers are always on the go. Brands that meet them where they are with the products, services and experiences that delight will win. Marlin Network is a destinations marketing agency that understands where guests are going, what makes them stay and what brings them back for more.



Subscribe To Our Newsletter

You may unsubscribe from our newsletter at any time. See our Privacy Policy for more information on how we store and protect your data.

©2022 Marlin Network. An Advantage Marketing Partner. Trading as ADV.    |     Privacy & Cookie Policy     |     Careers

Scroll to Top

This website uses cookies to ensure you get the best experience on our website.