On this episode of the Bourbon Friday Show, we had the opportunity to talk Jenny Bristow, CEO and Partner of Anvil Analytics + Insights.

Anvil Analytics + Insights—Data Over Instinct

At first glance, Anvil Analytics + Insights may seem like any one of many digital marketing or branding agencies here in St. Louis. But what makes them different is their area of expertise in the often overlooked area of marketing analytics and business intelligence.

Unlike most agencies, they don’t do any branding. Instead, they focus on gathering and breaking down the data that’s involved in having successful marketing campaigns.

“We call ourselves nerdy marketers because the vast majority of people on our team are technical instead of creative,” says Bristow. “We don’t do any branding—we do copywriting, but only to support things that data tells us will work.”

With that in mind, it makes sense that Anvil is often called on by companies that have already begun marketing campaigns but are looking to dig deeper into the data to understand what changes they need to make or what’s working well.

Though they typically help companies with things like attribution modeling, understanding the ROI of marketing efforts, and customer lifetime value—another important piece for Anvil is education.

“We love helping them move their education forward at the same time of moving the company’s measurement plan forward,” says Bristow.

And often, starting from the basics is the best place to begin.

Things like terminology usage, organizing and understanding databases, making that data actionable, and determining what kind of data is appropriate for what level of seniority within the company are all necessary in order to have an effective marketing branch.

If you’re interested in hiring or learning more about Anvil Analytics + Insights you can go to https://www.anvilinsights.com/ for more information.

Bourbon Innovation

As always, the Bourbon Friday team does their best to choose a fitting drink for the occasion.

The drink of choice was Jim Beam Single Barrel Kentucky Bourbon Whiskey. In order to select the bourbon for this week, analyses were performed on the most popular whiskey brands. Based on reporting, only seven of the top 20 selling whiskey brands were bourbon, the popularity was then confirmed by comparing number of Google search queries. Ultimately Jim Beam Single Barrel was chosen , because the Jim Beam website uses more tracking and analysis technologies than any of the other top brands, which indicates that they are likely collecting more and better data than their competitors.