GraTECHtude 2014

Happy Thanksgiving! In the spirit of the holiday, we asked around IgnitionOne to see what technology our employees are thankful for this holiday season. Here’s what they had to say.

“I am thankful for audiobooks, Audible specifically. Without delicious books to listen to on my commute to and from work, I think I’d go insane.” – Kendra Billings, Junior Database Engineer

“DVR: Me and my roommates can have TV nights, catch up, on demand. Also, cell phone. I can do anything on it.” – Jonathon Williams

“Grateful for the MeetMobile app. It’s used at swim meets to broadcast results real time. When I can’t make it to a USA or high school meet, I can see how my boy, his team, and all the other swimmers are doing. And at the meet, you get official results before they’re posted around the pool. No more crowding around pages taped to the wall!” – Chris Johnson, Director of Business Process Automation

“I’m very thankful to have a plug and socket to power all the electrical devices in the home. Can you imagine what we would need to do if we didn’t have that? Perhaps wrap the electrical wires from the wall into the wires from the device and tape everything together….” – Shardul Pradhan, Sr. Manager, Strategic Accounts

“I am thankful for the good old fashioned CD player (yes, they still make them.) A CD on repeat equals a soundly sleeping baby, which equals a sleeping mom.” – Casey Newman, Public Relations Manager

“I am grateful for a virtual guitar amp/multi-track recorder app called Jam Up Pro and iPhone input device iRig which allows me to own virtually every guitar amplifier ever made as well as my very own amp design! I can show up to a gig with just my iPhone and guitar and go!” – Ron Williams, Production Designer

“It isn’t new technology, but Fantasy Football and Basketball apps to help me set my lineup minutes before the game starts.” – Matt Cole, Senior Marketing Manager

“I’m thankful for the technology behind both the Southwest and Chase apps, making my travel stress-free. Both of these apps were designed for an simple customer experience while easily integrating with other software platforms I use. Plus, I’m thankful for the technology that quickly adds up my rewards points for each program in real-time.” – Tommy Marzella, Marketing Manager

“I’m grateful for my “Think Dirty” iPhone app. It helps me make the best decisions on personal care products that are chemical free and environmentally friendly. The “dirty” meter helps me see what products are harmful by a simple scan of a barcode. It’s opened my eyes to the meaning of the ingredient list on the back of my personal care products.” – Nogol Tardugno, Senior Account Manager

“Today I am very grateful for Facebook and LinkedIn because they make it so easy to keep in touch with friends, family and former co-workers. As a result of being “connected,” one of my former co-workers reached out to me and that conversation eventually brought me to IgnitionOne. I am now in a fabulous new position for which I am also extremely grateful.” – Karen Redfern, Account Executive

What technology are you thankful for? Tell us in the comments!

Ad Tech, Marketing Tech and the Future of Connected Consumer Conversations

We are entering the era of Connected Customer Conversations.

Today’s consumers expect more from brands. They demand consistent messaging and experiences regardless of the channel or means or device through which they choose to engage. What starts with a search or a display ad view may lead to a site visit, a store visit, an email send, a phone call, a Facebook share, a retweet and even a conversion.

Behind the ability to link points of customer-brand interaction is the ability to integrate marketing technologies as well as disparate data stores; however, getting to that level of integration – one that’s real time and seamless enough to create the elements of a perceived conversation versus a campaign – remains a cloudy challenge for most marketers. So many touted technologies become integration projects instead integrated solutions, but it doesn’t have to be that way.

The next big thing is here. Join IgnitionOne for an exclusive webinar event on 12/3 to learn more about why marketers need to think in “conversations” instead of campaigns, and in “context” instead of in channels, learn more about the positive impact of advanced adtech/martech integration, including case-study examples, and more.

Register now.

Introducing IgnitionOne’s Digital Marketing Suite 3.0: Most Integrated Marketing Cloud to Date

Today, IgnitionOne announced the latest version of its Digital Marketing Suite (DMS) – DMS 3.0. This new release helps CMOs and practitioners by providing the industry’s most simplified multi-product navigation , greater adtech/martech integration, cross-device analysis and visualizations with fully customizable dashboards, cross-channel media mix modeling and attribution visualizations.

The DMS 3.0 features a fully integrated hub at its center, which allows marketers to:
• Better understand and segment audiences through its Data Management Platform (DMP) which combines traditional database marketing capabilities with cookie-based digital profiles.

• Seamlessly activate targeted media and dynamic messaging on all devices, across all channels including search, display, mobile, social, email and personalized website content.

• Use both native and third party-solutions while storing a complete view of customer data.

Key Features include:
Fully integrated marketing technology: Digital Marketing Hub and Channel Management capabilities

Data at a glance with flexible Dashboards: Fully customizable dashboard system of cross media widgets that serve as the central home page for marketers.

Media Mix Modeling: Determine optimal media spend across all digital marketing channels and campaigns.

Attribution Visualizations: Full media and marketing attribution capabilities with visualizations showing latency ranges, first/last exposure combinations, and channel/publisher assists.

For more information, check out our new website, read this or learn how DMS 3.0 is helping AIG.

More on Google’s DMP Pixel Fire Lockdown

Beginning January 1st, Google will no longer allow DMPs to fire 3rd party pixels on its Google Display Network (GDN). The policy specifically restricts capture of impression level data via cookie or other mechanisms for purposes of subsequent re-targeting, interest category categorization, or syndication to other parties on GDN inventory.

What does this mean for you? If you’re using a non-DSP DMP, you’ll have blind spots on the GDN, which means your marketing results will likely be inaccurate.

It’ll work like this: When the new year begins, uncertified pixels will be decertified and rendered vestigial, which will lead to a blind spot on any GDN served impressions.

Google content won’t be able to be compared to non-Google content. Programmatic executions enabled by these DMPs will have holes in the data they are using to optimize.

Accurate frequency capping will be further compromised so attribution and overall customer experience control will be lessened.

IgnitionOne recently published a brief outlining the possible reasons for this change, what it means for marketers, what you can do about it, and more.

Grab your free copy here.

Apps Alliance Latest Whitepaper Examines the Automotive Impact on IoT

It’s estimated that by 2025, every car will be connected in some way to the Internet of Things. With tremendous opportunity for automotive innovation, the industry is calling on developers to get involved.

IgnitionOne is a member of the Apps Alliance Emerging Technologies Working Group, which just released the second whitepaper in an Internet of Things series. This paper explores IoT in the automotive marketplace, including IoT standards, technologies, and implications for the app industry.

Check out the paper to explore the current state of IoT in automotive, emerging opportunities, and best practices for creating apps.

The Rise of Human Data

Pause for one moment and think of just how much data your company is collecting on a daily basis. Between transactions, ecommerce, email, display, mobile, social, marketing automation, attribution, call-center data, offline data, cookies, and all other sources of data, there is a lot of information being provided by your customers. Upon collecting this information marketers have traditionally found commonalities among this data to create lists or segments to message out to their clients and prospects. While this can be an effective form of marketing based on the campaign objectives, marketers are gravitating towards highly-personalized messages tailored to the very specific data points they have managed to collect from their consumers.

While at DMA 2014 the Managing Director at FedEx, Mike Rude, spoke on this very topic to discuss how FedEx is using this “human data” as a way to drive engagement. As marketers, we are accustomed to looking at numbers and segments all day. Imagine in a perfect world if you had the capability to personally craft the e-mail to each member on your list instead of doing a blast e-mail. It would be engaging, highly-relevant, and extremely personalized, as you could reference the customer’s file and pull in the most important details as you were crafting their copy. While it might take ten years to finish each campaign, you would be using the data in a way that reminds you each number in your data base is actually a person with feelings, emotions, passions, fears, and families…something often forgot in the day-to-day hustle and bustle of getting your campaign out the door.

Although it may be impossible to personally craft each e-mail, we can use the data we have to provide a more humanized experience for the consumer. In fact, during this presentation, FedEx recommended the following three tips as a way to effectively begin your marketing efforts:

1. Know your customer – This is a phase we hear a lot in the ad tech space. As I’ve mentioned above there are many ways we can know our customer from the data that we can collect on them. However, this should be a two-way street. Just as we capture activity data, we should allow the customer to be able to personalize their preferences and needs. This data can be used to be customer-obsessed, only serving your customers the most relevant content at the right time.

2. Converse with the person – Instead of just pushing out your marketing efforts to your prospects and clients, make sure you are actually engaging in a conversation with them. Take a moment with your team to list out all of the types of people who come into contact with your brand, then list out all of the channels used. For example, FedEx has 16 million interactions on a daily basis with deliveries, often times leading to conversations with the end-users. Perhaps drivers could take the knowledge they learn about their customers and compile it into a single database for all drivers and employees to access when needed to add that “personal touch” during deliveries.

3. Don’t automate bad behavior – While technology has advanced and can help businesses achieve all types of goals, it cannot first be done without a sound strategy. Rude spoke on this topic by emphasizing the importance of optimizing people and process before implementing technology, as this should help to “enable experiences, not drive them.” Marketing automation is an easy thing to do, be it process or e-mail, but oftentimes complicates communications instead of adding an element of simplicity to the customer experience. Observe the paths of all of your processes, both internal and external, to help you determine how automation is negatively affecting your business and what can be done to improve it.

The most important idea to remember is that behind each piece of data is a living, breathing person with feelings, emotions, thoughts, opinions, beliefs and ideas. Remembering this will continue to help your brand build execute smarter, more effective campaigns leading to results as the recipients.

IgnitionOne Earns Gold at the MarCom Awards

The recognition keeps rolling in for IgnitionOne. This week, it was announced that IgnitionOne and Digital Marketing Works earned a gold MarCom Award for our work with Extended Stay America (ESA).

The MarCom Awards is a creative competition for any individual or company involved in the concept, writing and design of print, visual, audio and web materials and programs.

Entries come from all over the country, 34 countries, and 10 provinces and the MarCom statuette graces the trophy cases of some of the top business and communication firms in the world.

IgnitionOne and Digital Marketing Works received gold in the Integrated Marketing campaign category.

We helped ESA increase room bookings by delivering a cohesive message across digital channels and offline. The hotel chain used IgnitionOne’s Digital Marketing Suite (DMS) for initiatives across search, display, attribution and more.

The DMS helped the search and display channels talk to each other and allowed for optimization in order to generate more conversions.
IgnitionOne is able to collect signals from prospects and customers on the marketer’s website, allowing us to determine when, where and with which message the consumer should be remarketed, capitalizing on their propensity to convert. This is accomplished using a pivotal feature of IgnitionOne’s technology, the Engagement Scoring Engine, which measures the behavior and product interest of prospects on-site. IgnitionOne marries this data with 3rd party data from our DMP to assist with all digital marketing decisions.

Because of these insights, the marketer increased digital spend by 17%. That has translated into a 14% increase in revenues generated YTD and aver a $12 return on their incremental spend.

Check out our other wins from this year here.

DMA 2014: CMOs, Big Data and Marketing Silos

With marketing, it is easy to feel overwhelmed. There is an abundance of technology partners, analysts, research firms, industry experiences and co-workers teaching us about a new technology or idea every single day. I personally cannot remember the last day my inbox was free of a new piece of content meant to engage me and provide me with insight to a new product. However, the one concept I’ve been most interested in lately has been about how to break down marketing silos, as I believe connecting these silos offers the most benefits, both internally and externally, to marketing teams globally.

Recently, I had the opportunity to attend DMA 2014, specifically a session by Brenna Snuderman, the Senior Director of Research for Forbes Insights at Forbes Media. The title of her talk, “Breaking Down Marketing Silos: The Key to Consistently Achieving Customer Satisfaction and Improving Your Bottom Line,” provided key insights on ways to breakdown these aforementioned marketing silos to strategically improve both internal and external communications. By leveraging the resources available to your company, not only can you improve customer satisfaction and your bottom line, but you can also work efficiently as a team to provide an improved customer experience. The five following tactics were discussed in her presentation as a way to break down marketing silos:

1. Maintain Consistency of Message: As a marketer, you are speaking to your customers across multiple channels and devices. If the same customer is receiving different messages across devices, this can be highly problematic. This will not only confuse the customer with different marketing and communication messages, but in certain cases will offend them; this can be especially true if they have been a loyal customer and your company is unable to identify who they are and their unique personalization needs across device and channel.

2. Bridge Internal Gaps: Take a quick look at your internal silos that are impeding marketing success. Start with the simple challenges and work your way through the complex challenges. For example, you may have an operational challenge if you are a global company with one marketing department who speaks many different languages across multiple time zones. According to Snuderman, one common problem marketers are facing is avoidance of internal collaboration with other stakeholders across enterprise. By collaborating through a planned bi-monthly or monthly meeting with key stakeholders, you are well on your way to removing these barriers.

3. Be Customer-Centric: The customer is at the heart of every decision. Before any decisions are made, ask yourself how this will affect your customer. Is this decision going to save time or lead to a new multi-step process that will annoy your clientele? Sit down for a moment and list out what you know makes your clients happy, then ask yourself – how can you implement innovation to help improve their happiness?

4. Change Your Focus: This tactic is focused on the motivation behind marketing decisions. Let’s say the end of the year is coming up and you have $50,000 in the marketing budget that will be lost if you don’t spend it. Instead of spending it just to spend it, take a step back and look at the full picture. Use the metrics that you have to see what actually provided the best ROI instead of executing a spray-and-pray method. By working with teams internally, you can pull together what resources you have to get the best bang for your marketing buck.

5. Use Data As A Weapon: By now, marketers are well aware that data is key. We have no shortage of data and the key is in knowing how to read and analyze your data. In Snuderman’s talk, a survey was cited focused on the transformative CMO, where 47% believe they are wasting money in executing marketing initiatives, 51% believe they are able to monetize their audience sufficiently and 56% believe they are making the right media buys. Using your data in real-time to understand the impact your marketing spend is having on your sales, ROI and corporate objectives gives you a strong competitive advantage as it helps predict customer behavior based on the most accurate and up-to-date information available. Furthermore, using your data correctly can increase insights into consumer behaviors, sales, sign-ups, registrations, ROI, customer satisfaction and sales leads.

By starting to implement these tactics to break down marketing silos, you will be well on your way to achieving your corporate objectives while simultaneously improving your bottom line, customer satisfaction and brand image.