Skip to main content

The A-cube model is how we deal with the challenges we face every day. A sort of roadmap that helps us understand the steps to take to obtain results; the right sequence of actions to achieve a goal. Our compass.

We firmly believe in the power of models and their ability to guide an organization’s activities. The A-cube model is a 3-step process. They are very simple but they help us to always have an ideal route in mind, a map to follow. We call it A-cube because the name of all the 3 work phases begins with an A.

Phase 1: Awareness

The first A stands for awareness.

The first step when tackling a project of any type is being aware of what will be its impact on the organization that is undertaking it. Regardless of the complexity of both the project and the organisation, it is necessary to understand, before we start, what the scope of the project itself is (project scope), what the connected variables are (costs, people, resources, stakeholders, times) and the interfaces to be governed, especially in terms of communication, also within the organisation.

This is a key phase and the reason why our approach always involves proposing to the client a preparatory phase of training and alignment of the structure to create the ideal context and climate for the grafting of the project results. All areas of the organization involved in the project will have to understand not only the advantages that will accrue to them thanks to the implementation of the project itself, but also the commitments that will be required of them for its implementation, because it is normal for these commitments to exist.

Phase 2: Assessment

The next step consists of an evaluation phase (A for assessment) which involves both the starting situation, which is fundamental to appreciate the improvements that the implementation of the project will generate, and the definition of the KPIs to be monitored in progress and the metrics to be used to understand whether the project is bringing the expected results.

For this, we can use all the tools, and there are many today, capable of generating data relating to the variables to be controlled. With reference to the web projects that are our daily bread, we are referring above all to tools such as Google Analytics, Facebook Insights, and the analytics platforms of other social media or those for monitoring the web in general. The essential thing is that monitoring is constant and refers to well-defined benchmarks to be identified in advance. Our projects always include the definition of a monitoring system for the results generated.

Phase 3: Action

The third A of our process is the A for action.

Once we have built (or verified) awareness of the scope of the project, and built the system for tracking the progress of the project itself, we have all the elements in place to take action. We know very well that today the simplest thing is to open an online channel and start populating it with content. But if this must be part of a project, the worst thing that can be done is to start without having addressed phases 1 and 2. The study and implementation of online advertising campaigns, SEO optimization activities, editorial plans, and calendars must be part of a broader and more complex plan. In this way, the organization that undertakes them will be able to draw truly useful results from their contribution.

We are not saying that projects that focus only on phase 3 cannot be undertaken (as many of the companies we have encountered in our business legitimately do), but that they, as far as we are concerned, contain a strong element of risk. The risk of generating results not aligned with the expectations of a part of the organization, or not demonstrable within it, because they are too focused on the operational component, which is certainly important, but only if part of a more complex project.

An A-cube project, precisely.