A Comprehensive Data Management Platform Powers 360 Analytics. Centrally Analyze Audience, Campaign, and Performance Data

Save this PDF as:
 WORD  PNG  TXT  JPG

Size: px
Start display at page:

Download "A Comprehensive Data Management Platform Powers 360 Analytics. Centrally Analyze Audience, Campaign, and Performance Data"

Transcription

1 A Comprehensive Data Management Platform Powers 360 Analytics Centrally Analyze Audience, Campaign, and Performance Data 1

2 How can you analyze all of your disparate first-party and third-party audience, campaign, and performance data in one central place? How can a data management platform (DMP) power a 360 approach to audience data management and analysis to provide more bang for your marketing dollar? Executive Summary Advertisers are living in a data-centric world. Data increasingly drives every marketing decision, from which segments to target to what creative to use and how to optimize campaigns. But with petabytes of marketing data from campaigns, targets, and customers constantly being generated, advertisers and agencies are finding it increasingly difficult to extract meaningful insights from the data deluge. Using a hodgepodge of analytics tools and spreadsheets, many marketers analyze a subset of the data available to them, but few are analyzing all data types holistically to get the intelligence they need to focus audience targeting and drive more performance from their marketing efforts. And even fewer can make these insights actionable. Today, some forward-thinking marketers are using their data management platforms (DMPs) to find, ingest, and organize disparate first-party and third-party marketing data from multiple sources. Then they analyze this data in one centralized place to get the insights they need to improve ROI. We call this process 360 analytics and it s revolutionizing the way marketers manage and optimize multichannel campaigns. 360 analytics, powered by a full-featured DMP, enables marketers to find, aggregate, and analyze both first-party and third-party marketing data in one place getting clear insights into campaign performance across audiences and channels to improve audience targeting. 2

3 Introduction Advertisers live in a data-driven world. Brands and agencies collect and analyze massive volumes of behavioral, clickstream, intent, purchase, and other customer and campaign data in the hopes of more precisely targeting audiences with relevant messages at every point in the purchase funnel. Marketers want to derive meaningful insights from the deluge of data, but struggle to find and ingest all of the first-party and third-party data critical to their marketing programs into one central place. Important first-party marketing data resides in many places from online sources such as site, search, social, and mobile campaign data, to offline sources such as customer relationship management (CRM), point of sale, and direct mail lists. Meanwhile, marketers also are increasingly buying third-party audience data to improve targeting of their campaigns. Ingesting all of this data from disparate sources is a huge challenge, which is why forward-thinking marketers have implemented DMPs to aggregate first-party and third-party data in one place. But once this data is in the DMP, how can you derive meaningful insights? The answer is to use the DMP to power 360 analytics. This paper provides practical audience-driven strategies to help brands and agencies leverage DMPs to engage in 360 analytics. It contains a step-by-step guide for using DMPs as sophisticated multichannel, multisource, data aggregation and analysis platforms that take the guesswork out of audience targeting. When asked what issues were most important to them, 70 percent of large-scale North American marketers said turning data into action the most critical issue by far, with the second-most important being attributing success to marketing cited by 49 percent of marketers. The State of Marketing 2011 Unica, May

4 By using a DMP to engage in 360 analytics, marketers can find, ingest, and aggregate all their first-party and third-party data in one place, and then analyze it to get critical insights into how to evaluate their media strategies based on how audiences perform. Using this type of deep marketing analytics, advertisers can answer these questions: Which audiences deliver the highest ROI? Who exactly is my target audience based on actual converters? What is their targeting profile? How do I optimize audience planning for the best results? How do I report on how all the campaigns in my marketing mix and see performance relative to one another and to each audience segment? How do I analyze data to make informed decisions on budget and campaign allocations? How do I extend a data-centric strategy beyond digital? 4

5 Section One: 360 Analytics What exactly is 360 analytics and how do you use it to increase the impact of your marketing programs? Marketers have historically been limited in their ability to evaluate and optimize their audience-targeting efforts. Analytics and metrics are available in various forms, but most solutions fail to connect the dots. Marketers require a 360 view of how their audiences are performing across multiple channels from paid search and display, to social, mobile, and beyond so they can turn this intelligence into actionable audience targeting strategies. To get a clear picture of how audiences perform, marketers need an analytics tool that enables them to ingest and analyze many different types of data from many different sources. This is a DMP with 360 analytics. To engage in 360 analytics, your DMP will serve as a central platform where you can aggregate and analyze all of your data in one place to make smarter marketing decisions. What type of data should you aggregate via 360 analytics and more importantly where can you find this data? The following graphic illustrates the diverse types of data you can aggregate into a DMP to power 360 analytics: 5

6 THE AUDIENCE TREE MARKETING MEETS ANALYTICS A Data Management Platform (DMP) is a powerful audience management and analytics tool for marketers to gain a 360 view of who their customers are, what they look like, what they are planning to buy and how to reach more of them. Find one and multiply the fruits of your labor. What does one look like? We grew one for you. ONE VIEW OF ALL AUDIENCE PROFILES ACROSS ALL CHANNELS DATA-DRIVEN MARKETING PLANNING AND BUDGETING INFORMED PLANNING FOR HIGHEST ROI CROSS-MEDIA AUDIENCE REACH AND PERFORMANCE ANALYSIS COMMON AUDIENCE DEFINITION PROFILE OF LIKELY PROSPECTS PREDICT HIGH PERFORMING AUDIENCES INFORMED THIRD-PARTY DATA ACQUISITION PERFORMANCE-BASED AUDIENCE TARGETING DO MORE OF WHAT WORKS CONNECT YOUR AUDIENCE TOUCHPOINTS ACROSS ALL FORMS OF MARKETING BENEFITS Marketers stand to benefit greatly by growing their business with a DMP. Here are a few things to expect. CROSS-CHANNEL MARKETING Learn how different channels (display, video, search, etc.) perform and apply that knowledge across all areas of your marketing strategy. SITE AND SALES DATA DIGITAL MEDIA DATA CROSS-CHANNEL DATA THIRD-PARTY ACQUISITION DATA ANALYTICS Site Traffic Sales Revenue Leads Conversion Audience Targeting Data Impression Click throughs Creative Cost Search (CPC, CTR, CPA) TV (Gross Rating Points) (Opens, Clicks) Mobile (Clicks, Downloads) Social (Likes, Shares) Demographic/ Geographic Social Offline Intent DMP analytics provides meaningful insights and actionable audience intelligence to drive targeting precision and higher ROI from all marketing efforts. Print (Coupons) DATA EXCHANGE A DMP is not only about organizing your own data, but also using third-party data for audience analytics, audience discovery, prospecting, and reach expansion. AD SERVER PORTALS AD NETWORKS PUBLISHER PRINT CHANNELS SEARCH WEB ANALYTICS CUSTOMER RELATIONSHIP MANAGEMENT (CRM) DATA AGGREGATOR DATA EXCHANGE INTERNAL FINANCIAL SYSTEMS COMPREHENSIVE PLATFORM A DMP draws various data points from any source into one centralized system and organizes it into one common taxonomy for audience analysis, segment creation, and media activation. 6

7 Here s a bit more information on the types of data you ll want to include in your 360-degree analytics program. Campaign data: Campaign and media performance data should include metrics from multiple sources. Make sure to collect data from all ad servers regardless of whether the ad ran on a publisher, network, exchange, or portal as well as from major platforms such as Facebook and Google. Include data from search, display, social, mobile, and even offline campaigns. Site and conversion data: First-party site data is a valuable source of information. Include traffic data from the site, metadata from your analytics system, consumer clickpath behavior, and sales and conversion data. Cross-channel data: Include first-party data from offline sources including , TV, and print to measure the impact of offline programs on online campaigns. For example, if you run a TV ad on Sunday and experience a spike in search and site traffic online the following day, use analytics to evaluate whether the uptick came from direct navigation as a result of the TV ad or from an online campaign that ran simultaneously. Third-party data: Third-party data purchased from an external source shows how key audiences behave when not on your site. This data is critical to creating comprehensive targeting profiles that incorporate intent, demographic, social, psychographic, and geographic attributes. By connecting the data dots through 360 analytics, marketers get a clear lens into the entire marketing landscape, so they can make informed decisions on where to spend their dollars before, during, and post campaign. 7

8 Section Two: Marketing Analytics Deconstructed 360 analytics, powered by a DMP, enables successful cross-channel marketing analytics. How can you get started with 360 analytics? The following section will provide advertisers and agencies with concrete strategies to find, ingest, analyze, and act on disparate data. Phase 1: Data Collection What data do I have and where is it? When asked about the top bottlenecks in the marketing process, the most pressing problem cited by 57 percent of global marketers was measurement, analysis, and learning, followed by integrated cross-channel efforts. The State of Marketing 2011 Unica, May analytics is an ongoing process that has many moving parts. In the initial phase of your program, you ll want to locate all the first-party and third-party data at your disposal that may yield insights for your marketing programs. First-party data types include page metadata, search queries, category names, product names and IDs, product prices, cart totals, order confirmations, data in your cookie, user engagements (video views, downloads, posts, comments), offline store data, CRM data, marketing lists, and anything else that could impact campaign effectiveness. Don t forget to ingest data from your social media, mobile, TV, print, radio, , and call center campaigns because these channels provide deep insights into key customer audiences. The sources of first-party data can be your website, microsites, apps, , CRM, web analytics, campaign analytics, ad network data, or a data warehouse. You ll also want to include third-party data from data providers in your analytics program. Make sure your DMP is preloaded with third-party audience data so you can contrast your audience against a larger population for instant audience learning. 8

9 Phase 2: Predictive Audience Analytics Which audiences should I target? Once you ve aggregated and imported all of the first-party data into your DMP, it s time learn about your audience. This is the predictive part of the 360 analytics process, enabling you to not only define audiences who are statistically more likely to become customers, but also generate comprehensive targeting profiles to drive your marketing efforts. Predictive audience analytics is the base of your targeting strategy; get this in order before you spend a penny on media. The predictive process can also help validate your existing profiles for your target audiences, as well as provide insight into non-intuitive attributes that can help extend your targeting profile, or fuel new audience segmentation. Questions your DMP should answer in the predictive analytics phase include: What is the profile of my average site visitor, customer, and converter? What products and services are they interested in? How do audiences behave differently on specific channels such as online, social, mobile, and offline? How can I expand my prospecting pool to reach new audiences? Phase 3: Real-Time Campaign Analytics How can I act on performance analytics to improve results? This phase of your 360 analytics program can also be called analytics in action. During this time, marketers should analyze their audience and campaign performance in real time. True 360 analytics will allow marketers to spot trends as they happen via a real-time dashboard, so they can guide optimization efforts on the fly such as changing bid prices, swapping in alternate creative, and rebalancing spend on channels such as display, paid search, social, and mobile. Questions your DMP should answer in the real-time campaign analytics phase include: How are my campaigns performing by audience in real time? Which channels are delivering better-than-average conversion? Which creative is working to drive the most conversion with specific audiences? Which real-time changes can I make to boost performance mid-campaign? Are display, search, mobile, and social bid prices too high or too low? 9

10 Phase 4: Learn-and-Apply Analytics What worked and how do I apply more of it everywhere? The learn-and-apply analytics phase is critical for refining your target audience profile over time, and applying that knowledge for targeting across different platforms. Here you will analyze what worked and why, so you can make adjustments and refinements to your media and targeting strategies. During this phase, you ll use your DMP to analyze campaign performance for each segment and each channel, slicing and dicing data to see which campaigns performed the best for which audiences on which channels and at which point in the purchase process. To derive optimal insights from the learn-and-apply phase, use your DMP to analyze data in multiple ways. Perhaps you want to figure out why a particular mobile campaign performed well on the weekend, but poorly during the week, and why the same campaign online had the opposite effect. Or maybe you want to find out whether your allocated spend across mobile, search, social, display, and TV was correct. Make sure your marketing analytics platform allows this level of deep dives into all your data so the intelligence can help you refine your target audience profile over time. In this phase, your DMP should enable you to answer the following questions: Did my ads reach the right people at the right point in the purchase process? Which audience responded? To which message did they respond? Which media vendor delivered it? What is the targeting profile of a converter? How did each campaign impact other marketing touch points? How does my cost-per-conversion compare across channels such as TV, mobile, search, and display? 10

11 Data Management Platforms That Can Power 360 Analytics Does your DMP have the features to power 360 analytics? In fact, very few DMPs enable the ingestion of multichannel, multisource data that 360 analytics requires. When evaluating a DMP for 360 analytics, make sure it includes the following features or it won t power the type of robust analytics you need to succeed. Predictive Allows you to immediately add or edit an audience. Provides a comprehensive targeting profile of likely converters including shopping, geographic, and demographic attributes. Executable Generates meaningful analytics before you spend a penny on media. Executes real-time targeted media against that audience through closely integrated channel partners. Connected Provides a central hub to ingest all first-party and third-party data. Delivers a plug-and-play platform for one click media execution. Offers pixel-less data transfer with pre-integrated media partners. Always On Provides active real-time analytics to replace spreadsheets. Optimizes campaigns on the fly based on real-time audience data. Conclusion Many marketers already use DMPs to do basic campaign analytics. But few brands and agencies go above and beyond the basics to engage in true multichannel data aggregation and analysis. In other words, few DMPs can power 360 analytics. In today s data-driven marketing universe, it s not enough to get simple insights into individual campaigns. Marketers can leverage their DMPs to engage in 360 analytics to derive true cross-platform intelligence from all of their data. 11

12 About Oracle Marketing Cloud Modern Marketers choose Oracle Marketing Cloud solutions to create ideal customers and increase revenue. Integrated information from cross-channel, content, and social marketing with data management and dozens of AppCloud apps enables these businesses to target, engage, convert, analyze, and use award-winning marketing technology and expertise to deliver personalized customer experiences. Visit oracle.com/marketingcloud Copyright 2014, Oracle and/or its affiliates. All rights reserved. 12

Data Management Platforms Demystified. Using Actionable Marketing Data to Target, Segment, and Generate Revenue

Data Management Platforms Demystified. Using Actionable Marketing Data to Target, Segment, and Generate Revenue Data Management Platforms Demystified Using Actionable Marketing Data to Target, Segment, and Generate Revenue 1 What is a data management platform? Do you need one? Find out how data management platforms

More information

The Mobile Data Management Platform. Reach Relevant Audiences Across Devices and Channels with High Impact Ad Targeting

The Mobile Data Management Platform. Reach Relevant Audiences Across Devices and Channels with High Impact Ad Targeting The Mobile Data Management Platform Reach Relevant Audiences Across Devices and Channels with High Impact Ad Targeting 1 Introduction As users spend more time engaging with media on mobile devices, brands

More information

Adobe Analytics Premium Customer 360

Adobe Analytics Premium Customer 360 Adobe Analytics Premium: Customer 360 1 Adobe Analytics Premium Customer 360 Adobe Analytics 2 Adobe Analytics Premium: Customer 360 Adobe Analytics Premium: Customer 360 3 Get a holistic view of your

More information

Whitepaper: Data Management Platforms for Publishers. How can a DMP get you there

Whitepaper: Data Management Platforms for Publishers. How can a DMP get you there Whitepaper: Data Management Platforms for Publishers How can a DMP get you there Table of Contents Introduction............................. 4 What is a DMP and Why Does a Publisher Need One...... 5 How

More information

Transforming Big Data Into Smart Advertising Insights. Lessons Learned from Performance Marketing about Tracking Digital Spend

Transforming Big Data Into Smart Advertising Insights. Lessons Learned from Performance Marketing about Tracking Digital Spend Transforming Big Data Into Smart Advertising Insights Lessons Learned from Performance Marketing about Tracking Digital Spend Transforming Big Data Into Smart Advertising Insights Lessons Learned from

More information

The Marketer s Dilemma

The Marketer s Dilemma The Marketer s Dilemma For Love or Money Jocelyn Brown Senior Director, Market Readiness Oracle Marketing Cloud January 19 th, 2016 Copyright 2015, Oracle and/or its its affiliates. All All rights reserved.

More information

Programmatic Media. Whitepaper: the future of media buying

Programmatic Media. Whitepaper: the future of media buying TM Programmatic Media Whitepaper: the future of media buying Net Natives offer 6 key digital service areas for our clients ADVERTISING INSIGHTS & ANALYTICS CREATIVE MARKETING TECHNOLOGY CONSULTANCY CHINA

More information

SOCIAL MEDIA ADVERTISING FOR B2B

SOCIAL MEDIA ADVERTISING FOR B2B SOCIAL MEDIA ADVERTISING FOR B2B Driving Sales through Advertising on Facebook and LinkedIn 866.497.5505 www.bizo.com Follow us on Twitter: @bizo If you re trying to find your prospects online, social

More information

Sitecore AIDA Analytics, Insights, Decisions, and Automation

Sitecore AIDA Analytics, Insights, Decisions, and Automation Sitecore AIDA Analytics, Insights, Decisions, and Automation Sitecore AIDA What is Sitecore AIDA? Sitecore AIDA is a technology framework that simultaneously collects, evaluates, manages, and analyzes

More information

Drive growth. See results. Performance Marketing Services Overview

Drive growth. See results. Performance Marketing Services Overview Drive growth. See results. Performance Marketing Services Overview Channel agnostic portfolio management designed with your goals in mind. Channels don t matter to the customer; they engage with brands

More information

actionable big data. maximum roi. Making Analytics Make Actionable Sense: PART 2

actionable big data. maximum roi. Making Analytics Make Actionable Sense: PART 2 actionable big data. maximum roi. Making Analytics Make Actionable Sense: PART 2 Why read this paper? The Big Data explosion has had a major fallout component: how do I track and measure all this data

More information

Whitepaper: Data Management Platforms Demystified

Whitepaper: Data Management Platforms Demystified Whitepaper: Data Management Platforms Demystified What is a DMP? Do you need one? Find out how DMPs can help you achieve unprecedented targeting precision and scale across all of your online advertising

More information

INTELLIGENT MOBILE MONETIZATION--POWERED BY BIG DATA

INTELLIGENT MOBILE MONETIZATION--POWERED BY BIG DATA INTELLIGENT MOBILE MONETIZATION--POWERED BY BIG DATA Using Predictive Learning to Reach the Right Customers with the Right Mobile App Cohort analysis a Big Data-powered approach for making every ad impression

More information

1 Which of the following questions can be answered using the goal flow report?

1 Which of the following questions can be answered using the goal flow report? 1 Which of the following questions can be answered using the goal flow report? [A] Are there a lot of unexpected exits from a step in the middle of my conversion funnel? [B] Do visitors usually start my

More information

Social Media and the Data Management Platform. Understanding Data-Driven Social Media Marketing

Social Media and the Data Management Platform. Understanding Data-Driven Social Media Marketing Social Media and the Data Management Platform Understanding Data-Driven Social Media Marketing 1 Discover the Benefits of Powering Your Social Media Marketing Efforts with Data In 2013 it became clear

More information

IBM Customer Experience Suite and Real-Time Web Analytics

IBM Customer Experience Suite and Real-Time Web Analytics Introduction IBM Customer Experience Suite is enabled for real-time analytics outof-the-box. That means that you can snap-in web analytics capabilities from Coremetrics (an IBM company), as well as other

More information

Ensighten Activate USE CASES. Ensighten Pulse. Ensighten One

Ensighten Activate USE CASES. Ensighten Pulse. Ensighten One USE CASES Ensighten Activate Ensighten One Ensighten Pulse Use Case: On-Site Targeting based on Off-Site Display Ad Deliver relevant content to customers after they viewed or clicked through an Off-Site

More information

Case Study: Closing The Loop

Case Study: Closing The Loop Case Study: Closing The Loop Connect digital marketing data and offline sales data to get true ROI with this cost-effective approach to Customer Intelligence. As digital marketing techniques and technologies

More information

68% Adobe is reinventing display retargeting. Adobe Systems Incorporated

68% Adobe is reinventing display retargeting. Adobe Systems Incorporated Adobe is reinventing display retargeting. Industry leader in creative and marketing software converts trial customers into Adobe Creative Cloud members 68% more efficiently using rich audience profiles

More information

Multichannel marketing: creating a competitive advantage in today s complex marketing landscape For marketing and customer intelligence executives

Multichannel marketing: creating a competitive advantage in today s complex marketing landscape For marketing and customer intelligence executives Multichannel Marketing Solution Brief Multichannel marketing: creating a competitive advantage in today s complex marketing landscape For marketing and customer intelligence executives Executive summary

More information

A Customer Data Platform Built For Marketers

A Customer Data Platform Built For Marketers 720 NW Davis Suite 400 Portland,Or 97209 www.getlytics.com 2 A Customer Data Platform Built For Marketers Lytics is a customer data hub that lets you create and share segments across all marketing tools.

More information

ADVERTISE Big Data Advertising For Branding

ADVERTISE Big Data Advertising For Branding Big Data Advertising For Branding Leveraging data to connect with more of your most valuable audiences What s Inside ADVERTISE 4 6 9 13 THE HEART OF PROGRAMMATIC IS DATA KNOW YOUR DATA OPTIONS SELECTING

More information

The Publisher s Guide to Turning Data into Gold. How to use a real-time data management platform (DMP) to engage, convert, and monetize your audience

The Publisher s Guide to Turning Data into Gold. How to use a real-time data management platform (DMP) to engage, convert, and monetize your audience The Publisher s Guide to Turning Data into Gold How to use a real-time data management platform (DMP) to engage, convert, and Executive summary Much has been written and said about publishers looking for

More information

Three powerful analytics use cases for Customer Link. How linked data powers smarter analytics and better predictive models

Three powerful analytics use cases for Customer Link. How linked data powers smarter analytics and better predictive models Three powerful analytics use cases for Customer Link 1 How linked data powers smarter analytics and better predictive models 0123 4567 8901 2345 The power of linked data When it comes to adopting new tech

More information

Syndacast AdBoost. Product Description and Features. Find out how AdBoost can guide your business to higher ROI

Syndacast AdBoost. Product Description and Features. Find out how AdBoost can guide your business to higher ROI Syndacast AdBoost Product Description and Features Find out how AdBoost can guide your business to higher ROI What is AdBoost? AdBoost is Syndacast s proprietary RTB Display Advertising solution AdBoost

More information

Retargeting & Dynamic Advertising Strategy and Recommendation

Retargeting & Dynamic Advertising Strategy and Recommendation Retargeting & Dynamic Advertising Strategy and Recommendation Difference-making online advertising campaigns require innovative strategy, leading technology, careful planning and insightful analysis. ExactDrive

More information

OMNI-CHANNEL MARKETING. Top 9 Questions

OMNI-CHANNEL MARKETING. Top 9 Questions OMNI-CHANNEL MARKETING Top 9 Questions TABLE OF CONTENTS 2 3 5 7 8 9 10 11 12 13 14 15 16 Table of Contents Introduction Top 9 Questions How does omni-channel differ from multi-channel marketing? Why is

More information

Since Sector Trends JEGI Media & Technology Conference Time Warner Center, New York City.

Since Sector Trends JEGI Media & Technology Conference Time Warner Center, New York City. Since 1987 2012 Sector Trends 2012 JEGI Media & Technology Conference Time Warner Center, New York City www.jegi.com January 19, 2012 2012 Sector Trends B2B Marketing Solutions Richard Mead, Managing Director,

More information

VIEWABILITY ATA DSP ADEXCHANGE RTB. Cookie. Retargeting Look-alike IMPRESSION. Site Buys. SSP Behavioral targeting PROGRAMMATIC BUYING.

VIEWABILITY ATA DSP ADEXCHANGE RTB. Cookie. Retargeting Look-alike IMPRESSION. Site Buys. SSP Behavioral targeting PROGRAMMATIC BUYING. MP PROGRAMMATIC SSP Behavioral targeting Private Ad Exchange/Marketplace ATA Cookie FREQUENCY CAP Behavioral BUYING Targeting Retargeting Look-alike modeling DSP VIEWABILITY IMPRESSION ADEXCHANGE Site

More information

actionable big data. maximum roi. INCREASING YOUR ROI WHILE DIMINISHING WASTE

actionable big data. maximum roi. INCREASING YOUR ROI WHILE DIMINISHING WASTE actionable big data. maximum roi. INCREASING YOUR ROI WHILE DIMINISHING WASTE Why read this paper? While advertisers spend more than ever before in digital, many of them lack the transparency and control

More information

Redefining Measurement from Awareness to Conversion. Smart Market: Vol. 4 Data-Driven Marketing, Demystified

Redefining Measurement from Awareness to Conversion. Smart Market: Vol. 4 Data-Driven Marketing, Demystified Smart Market: Vol. 4 Data-Driven Marketing, Demystified Redefining Measurement from Awareness to Conversion PROGRAMMATIC MARKETING & THE NEW CUSTOMER JOURNEY In today s multiscreen world, the odds that

More information

How to Ensure a ROI on Your Digital Strategy

How to Ensure a ROI on Your Digital Strategy How to Ensure a ROI on Your Digital Strategy There are many misconceptions about digital and its return on investment. Many business owners worry that the money they invest in digital will be lost, but

More information

OPENING THE BLACK BOX

OPENING THE BLACK BOX OPENING THE BLACK BOX Programmatic campaign transparency comes to light Principal Authors: Shachar Radin Shomrat Chief Marketing Officer Harel Amir SVP Customer Success March 2014 Table of contents Introduction

More information

Take Online Lead Generation to the Next Level

Take Online Lead Generation to the Next Level Take Online Lead Generation to the Next Level 5 Ways to Capture New Market Niches By: Deven Pravin Shah WSI Internet Marketing Consultant Overview Many business owners ask the same questions about capturing

More information

ORACLE SOCIAL MARKETING CLOUD SERVICE

ORACLE SOCIAL MARKETING CLOUD SERVICE ORACLE SOCIAL MARKETING CLOUD SERVICE KEY FEATURES Universal navigation between all social marketing functionality Single-platform management for Facebook, Google+, Twitter and other social communities

More information

IBM Software Group Thought Leadership Whitepaper. IBM Customer Experience Suite and Real-Time Web Analytics

IBM Software Group Thought Leadership Whitepaper. IBM Customer Experience Suite and Real-Time Web Analytics IBM Software Group Thought Leadership Whitepaper IBM Customer Experience Suite and Real-Time Web Analytics 2 IBM Customer Experience Suite and Real-Time Web Analytics Introduction IBM Customer Experience

More information

CLOSED-LOOP REPORTING

CLOSED-LOOP REPORTING 1 CLOSED-LOOP REPORTING MODASSIC MARKETING 2 CONTENTS HOW CLOSED LOOP MARKETING WORKS 8 WHAT YOU NEED TO SET UP CLOSED-LOOP MARKETING 19 BECOME A BETTER MARKETER BY CLOSING THE LOOP 25 HOW TO FIX A BROKEN

More information

8 CRITICAL METRICS FOR MEASURING APP USER ENGAGEMENT

8 CRITICAL METRICS FOR MEASURING APP USER ENGAGEMENT 8 CRITICAL METRICS FOR MEASURING APP USER ENGAGEMENT Contents Measuring the Success of Your Mobile App...01 1. Users...04 2. Session Length...07 3. Session Interval...12 4. Time in App...15 5. Acquisitions...18

More information

Digital Media and Analytics

Digital Media and Analytics Digital Media and Analytics How to leverage a powerful new set of techniques for digital media buying and program measurement to drive business results CRM Drives Competitive Advantage We believe market

More information

Omnichannel Strategy Adoption At Tipping Point, Marketers Share Action Plans

Omnichannel Strategy Adoption At Tipping Point, Marketers Share Action Plans Omnichannel Strategy Adoption At Tipping Point, Marketers Share Action Plans By Karlene Lukovitz Industry Report by Exclusive Sponsor Introduction Marketers are keenly aware of the tremendous potential

More information

Best practices to optimize CPG digital targeting

Best practices to optimize CPG digital targeting Best practices to optimize CPG digital targeting Digital targeting has evolved That was then Until recently, digital marketing tactics have largely focused on scale and placement: advertisers served content

More information

Understanding Your Customer Journey by Extending Adobe Analytics with Big Data

Understanding Your Customer Journey by Extending Adobe Analytics with Big Data SOLUTION BRIEF Understanding Your Customer Journey by Extending Adobe Analytics with Big Data Business Challenge Today s digital marketing teams are overwhelmed by the volume and variety of customer interaction

More information

actionable big data. maximum roi. HOW TO DRIVE OFFLINE RETAIL SALES USING ONLINE MARKETING Building a bridge to overcome the online to offline gap

actionable big data. maximum roi. HOW TO DRIVE OFFLINE RETAIL SALES USING ONLINE MARKETING Building a bridge to overcome the online to offline gap actionable big data. maximum roi. HOW TO DRIVE OFFLINE RETAIL SALES USING ONLINE MARKETING Building a bridge to overcome the online to offline gap Why read this paper? We are inundated with online marketing

More information

5 Essential Tips For App Marketing On Facebook How to make Facebook app ads an effective part of your marketing strategy

5 Essential Tips For App Marketing On Facebook How to make Facebook app ads an effective part of your marketing strategy 5 Essential Tips For App Marketing On Facebook How to make Facebook app ads an effective part of your marketing strategy Data fueled mobile marketing www.fiksu.com Before We Begin! To fully capitalize

More information

Marketzone. campaigns that may or may not be working. Marketers today live in the world of the always-connected customer

Marketzone. campaigns that may or may not be working. Marketers today live in the world of the always-connected customer marketzone Marketers today live in the world of the always-connected customer... and cannot afford to waste dollars on campaigns that may or may not be working. Marketers today live in a fast-paced world

More information

The CMO s Guide to Data-Driven Marketing. Smart Market: Vol. II Data-Driven Marketing, Demystified. With Support from

The CMO s Guide to Data-Driven Marketing. Smart Market: Vol. II Data-Driven Marketing, Demystified. With Support from The CMO s Guide to Data-Driven Marketing Smart Market: Vol. II Data-Driven Marketing, Demystified With Support from WELCOME TO THE NEW MARKETING Data is changing the very essence of marketing. Gone are

More information

Paid Search: What Marketers Should Focus on in 2014

Paid Search: What Marketers Should Focus on in 2014 [Type text] Paid Search: What Marketers Should Focus on in 2014 NETBOOSTER.COM Sergio Borzillo, Head of PPC (UK) Paid Search: What Marketers The 4 main areas to focus on for your Paid Search strategy in

More information

Cautionary Statement Regarding Forward-Looking Statements

Cautionary Statement Regarding Forward-Looking Statements Oracle Buys BlueKai Extends the World s Largest Marketing Cloud with the Leading Data Management Platform to Personalize Marketing Programs and Customer Experience Oracle is currently reviewing the existing

More information

2013 Ad Solutions. Cross Channel Advertising. (800) 296-7104 sales@admedia.com Partnership Opportunities 1. (800) 296-7104 sales@admedia.

2013 Ad Solutions. Cross Channel Advertising. (800) 296-7104 sales@admedia.com Partnership Opportunities 1. (800) 296-7104 sales@admedia. 2013 Ad Solutions Cross Channel Advertising Partnership Opportunity Partnership Opportunities 1 WHO WE ARE AdMedia works with top agencies and brands to bring digital marketing solutions with our cross

More information

Datalogix. Using IBM Netezza data warehouse appliances to drive online sales with offline data. Overview. IBM Software Information Management

Datalogix. Using IBM Netezza data warehouse appliances to drive online sales with offline data. Overview. IBM Software Information Management Datalogix Using IBM Netezza data warehouse appliances to drive online sales with offline data Overview The need Infrastructure could not support the growing online data volumes and analysis required The

More information

Direct Response Marketing on Facebook

Direct Response Marketing on Facebook Direct Response Marketing on Facebook Driving action online, in-store and in mobile app Summer 2014 1 Table of contents Facebook s direct response marketing solution 4 Best practices 14 Campaign prep 16

More information

What is online? Offline?

What is online? Offline? Splinternet What is online? Offline? Web Windows Mobile Game Consoles Digital Asset FiOS TV Widgets Facebook Apps iphone Apps Android Apps One person? Multiple channels? Windows Mobile Web Game Consoles

More information

Here s your full marketing OS. Reimagined.

Here s your full marketing OS. Reimagined. Here s your full marketing OS. Reimagined. We believe advertising should be personal across every connected device and that marketers should focus on attracting customers instead of managing the complexity

More information

IBM Coremetrics Web Analytics

IBM Coremetrics Web Analytics IBM Coremetrics Web Analytics Analytics to power digital marketing optimization and execution Highlights Real-time Key Performance Indicators (KPIs) suitable for marketers from finance, retail, content

More information

Direct Response Marketing on Facebook

Direct Response Marketing on Facebook Direct Response Marketing on Facebook Driving action online, in-store and in mobile app Summer 2015 1 Table of contents Facebook s direct response marketing solution 4 Best practices 14 Campaign prep 16

More information

IBM Coremetrics Web Analytics

IBM Coremetrics Web Analytics IBM Coremetrics Web Analytics Analytics to power digital marketing optimization and execution Highlights Real-time Key Performance Indicators (KPIs) suitable for marketers from finance, retail, content

More information

Webtrends for Retail

Webtrends for Retail Webtrends for Retail Revolutionize Your Customers End-To-End Experiences Across Digital Channels solution brief JAN 2013 2013 Webtrends, Inc. www.webtrends.com. Webtrends for Retail Revolutionize Your

More information

Keywords, impressions and clicks

Keywords, impressions and clicks PPC Case Study THE PPC STORY Hidepark is a leather garment manufacturer based in Grantham, Lincolnshire. Before coming to Fifteen, they already had an established client base and a successful Google Adwords

More information

Advertising Automation SOFTWARE OVERVIEW

Advertising Automation SOFTWARE OVERVIEW Advertising Automation SOFTWARE OVERVIEW Nanigans powers the world s most successful in-house advertising teams. Automate your customer acquisition and remarketing campaigns using Nanigans, with programmatic

More information

Company Category S2S Description

Company Category S2S Description LIVERAMP INTEGRATIONS Company Category S2S Description 24/7, Video 24/7 creates the technology tools for business advantage in the digital age, offering clients powerful and streamlined marketing solutions

More information

to drive targeted marketing

to drive targeted marketing Marketing Forward is using customer preferences to drive targeted marketing Experian Marketing Services and Bass Pro Shops increase customer response through data-driven marketing Introduction Bass Pro

More information

New Solutions New Opportunities

New Solutions New Opportunities New Solutions New Opportunities What is Penton Marketing Services Penton Marketing Services offers a full range of content solutions, digital services and lead nurturing and qualifying services that leverage

More information

ECM 210 Chapter 6 - E-commerce Marketing Concepts: Social, Mobile, Local

ECM 210 Chapter 6 - E-commerce Marketing Concepts: Social, Mobile, Local Consumers Online: The Internet Audience and Consumer Behavior Around 75% (89 million) of U.S. households have Internet access in 2012 Intensity and scope of use both increasing Some demographic groups

More information

MODERN MARKETING ESSENTIALS GUIDE DATA MANAGEMENT A Prescriptive Guide Fortified to Build Stronger Marketing

MODERN MARKETING ESSENTIALS GUIDE DATA MANAGEMENT A Prescriptive Guide Fortified to Build Stronger Marketing MODERN MARKETING ESSENTIALS GUIDE DATA MANAGEMENT A Prescriptive Guide Fortified to Build Stronger Marketing INTRODUCTION The sheer volume of marketing information available today is nearly impossible

More information

A BETTER WAY TO ADVERTISE. Your guide to SmartAds & Internet Advertising

A BETTER WAY TO ADVERTISE. Your guide to SmartAds & Internet Advertising A BETTER WAY TO ADVERTISE Your guide to SmartAds & Internet Advertising CONTENTS The Basics Of Internet Advertising It all starts with Cookies Segmentation Targeting Re- Targeting Geographic Targeting

More information

Beyond the Click : The B2B Marketer s Guide to Display Advertising

Beyond the Click : The B2B Marketer s Guide to Display Advertising Beyond the Click : The challenge In B2B marketing, the ultimate objective of any campaign is to generate the most qualified leads possible, convert these leads into new opportunities that fill the sales

More information

RETARGETING. A Beginner s Guide to Retargeting 101

RETARGETING. A Beginner s Guide to Retargeting 101 RETARGETING A Beginner s Guide to Retargeting 101 1 Retargeting 101 Interested in retargeting, but don t know where to start? Allow the following beginner s guide to help you: Retargeting 101 What is Retargeting?

More information

Bridging the Data Gap Between Television and the Internet

Bridging the Data Gap Between Television and the Internet CASE STUDY Bridging the Data Gap Between Television and the Internet Turn used its own industry-leading digital marketing platform to drive an innovative multi-channel campaign. January 2013 Bridging the

More information

Retargeting with Google AdWords

Retargeting with Google AdWords CASES IN MANAGEMENT 247 Introduction Retargeting with Google AdWords You can t just place a few Buy buttons on your website and expect your visitors to buy. Neil Patel, Co-founder of Crazy Egg, Hello Bar

More information

FACEBOOK BY THE NUMBERS 2015 RESEARCH REPORT. Key findings on the trends and benefits of retargeting on the world s largest social network

FACEBOOK BY THE NUMBERS 2015 RESEARCH REPORT. Key findings on the trends and benefits of retargeting on the world s largest social network 9 46456 9378 2478 2478 Retargeting on Facebook by the Numbers 2015 456 2 2478 46 27841 92 29 FACEBOOK BY THE 46 9378 34 8 RESEARCH REPORT NUMBERS 2015 Key findings on the trends and benefits of retargeting

More information

8 TIPS FOR MAKING THE MOST OF GOOGLE ANALYTICS. Brought to you by Geary LSF and Orbital Informatics

8 TIPS FOR MAKING THE MOST OF GOOGLE ANALYTICS. Brought to you by Geary LSF and Orbital Informatics 8 TIPS FOR MAKING THE MOST OF GOOGLE ANALYTICS Brought to you by Geary LSF and Orbital Informatics TABLE OF CONTENTS 3 5 7 8 9 10 11 12 13 14 15 Introduction 8 Tips for Google Analytics Don t let Google

More information

PAID SEARCH. be seen. PAID SEARCH FEATURES INCLUDE:

PAID SEARCH. be seen. PAID SEARCH FEATURES INCLUDE: DATA SHEET be seen. PAID SEARCH ChannelAdvisor s Paid Search solution redefines search engine marketing, giving you the ability to manage paid search campaigns for Google, Yahoo and Bing from one interface.

More information

Inbound & Outbound Marketing

Inbound & Outbound Marketing Inbound & Outbound Marketing Agency with a creative heart and a technological backbone sales@mcounts.com @mcountsindia Why Us One Stop Shop We are your full-stack marketing partner, including email, display

More information

How using Google Analytics can improve your website performance and social campaigns

How using Google Analytics can improve your website performance and social campaigns How using Google Analytics can improve your website performance and social campaigns How using Google Analytics can improve your website performance and social campaigns Google Analytics is undoubtedly

More information

DATA BROUGHT TO YOU BY

DATA BROUGHT TO YOU BY DATA BROUGHT TO YOU BY WHY BEING CUSTOMER-CENTRIC MEANS BEING DATA-DRIVEN A CROSS-CHANNEL ANALYSIS OF HOW MULTI-TOUCH ATTRIBUTION CHALLENGES CATEGORY MARKETING NORMS. Changing habits and the rapid rise

More information

The Key to Relentless Marketing...

The Key to Relentless Marketing... WHITE PAPER The Key to Relentless Marketing... Anticipate, Automate, Syndicate WHITE PAPER 1 Table of Contents Executive Summary 1 The Business Challenge: Effective Marketing in an Increasingly 1 Complex

More information

YESMAIL INTERACTIVE Helping you get to YES with your customers

YESMAIL INTERACTIVE Helping you get to YES with your customers YESMAIL INTERACTIVE Helping you get to YES with your customers This is the age of empowered consumers who are in charge of their relationships with brands. To accommodate the evolving nature of B2C marketing,

More information

Choosing A Customer Data Platform

Choosing A Customer Data Platform Choosing A Customer Data Platform Learn what makes a CDP work and how it can bring customer-driven marketing benefits to your marketing team. The Customer Data Platform Built for Marketers TABLE OF CONTENTS

More information

CUSTOM ATTRIBUTION MODEL

CUSTOM ATTRIBUTION MODEL WHITE PAPER THE STEP-BY-STEP GUIDE TO BUILDING YOUR CUSTOM ATTRIBUTION MODEL Five keys to attribution success INTRODUCTION If you re searching for information about attribution, you ve come to the right

More information

CONVERT CUSTOMER VISITS TO ACTUAL SALES LEADS WITH CAMPAIGN MICROSITE AND WEBSITE ENHANCEMENT CREATIVE SERVICES

CONVERT CUSTOMER VISITS TO ACTUAL SALES LEADS WITH CAMPAIGN MICROSITE AND WEBSITE ENHANCEMENT CREATIVE SERVICES CONVERT CUSTOMER VISITS TO ACTUAL SALES LEADS WITH CAMPAIGN MICROSITE AND WEBSITE ENHANCEMENT CREATIVE SERVICES CONVERT CUSTOMER VISITS TO ACTUAL SALES LEADS WITH CAMPAIGN MICROSITE AND WEBSITE ENHANCEMENT

More information

The Top 5 Mobile Marketing Mistakes

The Top 5 Mobile Marketing Mistakes The Top 5 Mobile Marketing Mistakes And How to Avoid Them Data fueled mobile marketing powered by miq www.fiksu.com The challenges of effectively marketing on mobile are numerous. And while each marketer

More information

LEVERAGING DATA FOR BETTER BRAND MARKETING

LEVERAGING DATA FOR BETTER BRAND MARKETING LEVERAGING DATA FOR BETTER BRAND MARKETING INTRODUCTION It s no secret that brand marketers have been slow to adopt digital advertising. Until recently, they ve had to rely on broad-sweeping audience buys

More information

CIBC Business Toolkit Grow and Manage Your Business Online. Part 5: Grow Online Worksheet

CIBC Business Toolkit Grow and Manage Your Business Online. Part 5: Grow Online Worksheet CIBC Business Toolkit Grow and Manage Your Business Online Part 5: Grow Online Worksheet 2 Grow Your Business Online Worksheet As you re thinking about new ways to grow your business online, use this worksheet

More information

TARGETING & TECHNOLOGIES TEAM

TARGETING & TECHNOLOGIES TEAM MNI SNAPSHOT YOUR AUDIENCE. DELIVERED. Our proprietary approach, powerful partnerships, and agile team of industry experts mean we can do the most important things you need from your media partner: 1.

More information

Attribution Playbook

Attribution Playbook Attribution Playbook Contents Marketing attribution in Google Analytics 4 Plan your approach to attribution 5 Select your attribution models 6 Start modeling in Google Analytics 8 Build customized models

More information

INSIGHTS THAT DRIVE YOUR BUSINESS

INSIGHTS THAT DRIVE YOUR BUSINESS INSIGHTS THAT DRIVE YOUR BUSINESS How far can your event go? ACTIVE Network Activity Cloud takes the guesswork out of event planning by uncovering actionable insights that will fuel the growth of your

More information

Added Value: Facebook Advertising Boosts Paid Search Performance

Added Value: Facebook Advertising Boosts Paid Search Performance Added Value: Facebook Advertising Boosts Paid Search Performance Publication Date: November 21, 2013 Table of Contents 3 4 5 7 8 Executive Summary Introduction Methodology Top Takeaway Key Findings 30%

More information

Data Ownership Overview: Using omni-channel data to connect one-on-one with customers

Data Ownership Overview: Using omni-channel data to connect one-on-one with customers : Using omni-channel data to connect one-on-one with customers Purpose This overview of data ownership provides key insights for marketing practitioners and executives. Those serving and interacting with

More information

Table of Contents. Copyright 2011 Synchronous Technologies Inc / GreenRope, All Rights Reserved

Table of Contents. Copyright 2011 Synchronous Technologies Inc / GreenRope, All Rights Reserved Table of Contents Introduction: Gathering Website Intelligence 1 Customize Your System for Your Organization s Needs 2 CRM, Website Analytics and Email Integration 3 Action Checklist: Increase the Effectiveness

More information

Using re-engagement to keep your users coming back for more...and more and more

Using re-engagement to keep your users coming back for more...and more and more Using re-engagement to keep your users coming back for more...and more and more Using re-engagement to keep your users coming back for more...and more and more As a mobile app developer, you know how important

More information

Measuring the Effectiveness of Your Content Marketing

Measuring the Effectiveness of Your Content Marketing Measuring the Effectiveness of Your Content Marketing 1 Measuring the Effectiveness of Your Content Marketing A 5-Step Process to Prove Value and Grow Your Business Measuring the Effectiveness of Your

More information

Selling Display to Search Clients

Selling Display to Search Clients Selling Display to Search Clients A Search Marketing Now E-Book Introduction The evolution of ad technology in combination with the opportunities that exist in Display Advertising has come a long way over

More information

Digital Marketing channels include, but are not limited to: Topics covered:

Digital Marketing channels include, but are not limited to: Topics covered: Description The NIMA Digital Marketing Training is the ideal course for anyone involved in the planning, implementation or measurement of Digital strategies or anyone who would like to pursue a career

More information

A 7-Step Analytics Reporting Framework

A 7-Step Analytics Reporting Framework A 7-Step Analytics Reporting Framework By Feras Alhlou, Principal Marketing Consultant 2 Marketing Optimization Imagine that you just attended a conference on digital marketing and analytics. You re pumped

More information

From Web Analytics to Engagement Analytics. Quality over Quantity

From Web Analytics to Engagement Analytics. Quality over Quantity From Web Analytics to Engagement Analytics Quality over Quantity Table of Contents Executive Summary...3 Engagement Analytics...4 Measuring Quality with Engagement Value Points...5 Engagement Analytics

More information

AdReady has created a simple six-step process that advertisers of all sizes can leverage to master Programmatic Direct:

AdReady has created a simple six-step process that advertisers of all sizes can leverage to master Programmatic Direct: AdReady has created a simple six-step process that advertisers of all sizes can leverage to master Programmatic Direct: 1 INTRODUCTION In the digital advertising world, programmatic has been a buzzword

More information

Audience Management & Targeting

Audience Management & Targeting Audience Management & Targeting For Marketers A Dean Media Group Solution What is FinancialAudiences? Identify. Target. Learn. Repeat. FinancialAudiences is an audience management and targeting platform

More information

BOOSTING TARGETED ACQUISITION THROUGH AN INTEGRATED ONLINE STRATEGY

BOOSTING TARGETED ACQUISITION THROUGH AN INTEGRATED ONLINE STRATEGY BOOSTING TARGETED ACQUISITION THROUGH AN INTEGRATED ONLINE STRATEGY Presented By: Deanna Dobson Manager of Client Relations Marketing & Content Services Income Access June 19 th, 2013 THE CANADIAN GAMING

More information

Solving the Challenge of Lead Management Automation

Solving the Challenge of Lead Management Automation WHITE PAPER Solving the Challenge of Lead Management Automation How We Did It and What We Learned Table of Contents Background... 1 Business Challenges... 2 Adapting to Digital Marketing... 2 Developing

More information

Proving Marketing Impact:

Proving Marketing Impact: Proving Marketing Impact: 3 Keys to Doing It Right THE RUNDOWN One of the most serious challenges in marketing is identifying the true impact of a given marketing spend change. In this guide, we show you

More information