Maslow said that if you only have a hammer, you tend to see every problem as a nail. That’s why Open likes to keep its toolbox well stocked with all kinds of interesting people and channels.
Pretty much everything we do starts with the data. In fact, the biggest and most powerful computers at Open aren’t processing words and pictures. They’re crunching numbers.
Then, once we know what’s going on, we develop strategies to get us to where we need to be. We model and budget stuff slightly obsessively.
Finally, we draw on years of experience to decide what messages, channels, audiences and mechanics are going to get the best results. And while we’re at it, we test and learn so those results continue to get better.