IgnitionOne Europe made the 2015 Inc. 5000 list of the fastest-growing private companies in Europe

IgnitionOne’s European division has been placed in the Inc. 5000 list of fastest-growing private companies in Europe. The placement was made out of the Brussels office. The ranking was announced this morning. It is a prestigious honor to be placed on the list and is a recognition of being an entrepreneurial leader in the industry. You can see our place on the list here.

“Our strategy and continuous growth over the past few years have strengthened our position in the market. We consider this nomination as a confirmation that we are heading in the right direction”, said Filip Lauweres, Global Managing Director Web Personalization, Brussels.

Eric Schurenberg, President and Editor-in-Chief of Inc. Magazine: “Out of the millions of private companies operating from Greater Europe, only a few can boast of having achieved the kind of growth IgnitionOne did. As part of the inaugural Inc. 5000 Europe list, IgnitionOne in fact joins an elite group of companies.”

The Inc. 5000 Europe is an expansion of the Inc. 500 in the US, which ranks the country’s top 5000 fastest-growing private companies and also features a special ranking of the top 10% of the list as the Inc. 500. The Inc. 5000 is ranked according to percentage revenue growth over a four-year period.

Digital Autosalon 2015

Did the Brussels Motor Show shift to a higher gear?

The Brussels Motor Show is the annual meeting of the automotive industry with current and future clients. The freshly polished cars make fantasies run wild, but also encourage buyers. The effect of the Brussels Motor Show is not only felt in the hundreds of thousands of visitors during the 10 days of the event, but also in the increased sales figures. Is this positive trend also to be seen in the online and customer engagement? IgnitionOne examined the browsing behavior of visitors on the websites of the major Belgian car brands during the Brussels Motor Show. Did the Motor Show shift to a higher gear online? Discover the 6 key figures that reveal the digital impact of the Motor Show.

Online impact of the Brussels Motor Show
Through the impact of online on offline, and in the case of the Motor Show, of offline on online, the need for a strong omni-channel campaign is higher. But how large is the actual impact of the Brussels Motor Show? IgnitionOne illustrates just a small part of it with the below infographic. There was a clear uplift for participating brands across the board. But also non-exhibiting brands enjoyed some extra media attention. But what is the real impact of the Motor Show online?

This great infographic is now available as a free download here: www.ignitionone.com/digital-autosalon-2015/.

The digital impact of the Autosalon in 6 figures:

  1. The number of visitors per car brand rose on average by 27% during the Motor Show compared to early January.
  2. Participating car manufacturers and companies welcomed 8x more online visitors than during the Motor Show in 2014. In the non-participating companies, the increase was only 5 times more.
  3. The present car brands received on average 12x more mobile visitors than during the Motor Show in 2014.
  4. During the Brussels Motor Show in 2015, there was an average increase of 11% of online leads compared to the 10 days prior to the event amongst participating car brands.
  5. Non-participating brands saw the number of leads in the 10 days of the Motor Show decrease by 97% compared to the beginning of January.
  6. With an uplift of 570% in the number of online leads amongst exhibiting car brands compared to non-participating brands during the event itself, the impact of the Motor Show is enormous.

A quick survey at the Brussels Motor Show itself also shows a clear dedication of the brands to digital channels. There was a clear trend in the online processing of test drives and price requests. This strategic approach clearly results not only in a higher number of visitors to the different brand websites but also in the number of registered leads.

Future
The digital footprint of the Motor Show is ubiquitous in the differences between the exhibitors and non-exhibitors. The figures show a significant impact on both the number of visitors, and the number of leads online. The question is whether the same impact is to be found on the brand engagement of a consumer with a brand as it decides whether or not to participate in the Motor Show or not. But that’s the subject for another infographic, so stay tuned!

Download the free infographic now.

* IgnitionOne consolidated the data of 22 car brands and companies that use IgnitionOne’s Marketing Automation Tool for the Belgian market. The results compare the averages of the present brands with the non-exhibitors, and the two groups together. For the analysis we compared the data of the 10 days during the Brussels Motor Show compared to 10 days at the beginning of January and to the period of the Motor Show in 2014 for a year-on-year view. A lead was defined as a completed application for a test drive, a quote, a brochure or an online registration (depending on the car brand).

Life After Big Data

For the past few years, we’ve been hearing the buzz words, “big data” without having a tangible, concrete answer around it. What is it and what does it actually mean?

With hundreds of millions of devices in people’s hands, and millions of more people coming online every year, there are billions of data points.

The smarter question to ask is, ‘What does big data mean to marketers and advertisers?’ There is a constant quest for understanding target audiences. There are multiple point solutions that try to create a ”digital data-graph” of customers and prospects.

Imagine piles and piles of data that are siloed and don’t actually bridge towards one another. Beyond the imagination, it’s a difficult reality that the digital world grapples with. Marketers need to climb that metaphorical Mt. Everest and get a hawk-eye view from the highest place. But they still need a telescope in hand to zoom down to the minute details of their ecosystem.

But what if there is a foundation to launchpad all of your digital marketing efforts? Yes, there is big data, and it’s only getting bigger and complex. Marketers need a solution that can gather and make sense of their data from critical mass down to individual personas. This requires a Data Management Platform solution. A DMP with cross-channel, cross-platform and cross-attribution capabilities.

What would life be without a DMP? Data scattered everywhere. To have a DMP or to not have a DMP? It’s not a philosophical question, but a frame of mind.
Forrester’s report helps you get started on how to think about DMPs. Check out Forrester’s DMP report on, “Measurement is a Digital Media Buyer’s Best Friend.”

Review of Forrester’s 2015 DMP Wave Update

Did you see the latest 2015 update to the Forrester Wave on Data Management Platforms (DMPs)? No? Maybe that’s because they decided to bury it inside a different piece of research. (It’s a classic case of burying the lede.) In what could be a detailed analysis of the current offerings (including their differences) in the marketplace, they instead provide a brief update focusing on similarities through the lens of measurement. We like to think of it as a handy shortlist of leading DMP options, not as detailed as a traditional Wave, but nice to have all the same.

You can see for yourself here.

DMP update critique aside, the report is one of the most thorough and well-written pieces of content to come out of Forrester in some time (and believe me, I read them all). In addition to the DMP update, you find a treasure-trove of detail on the current state of marketing measurement.

My personal takeaways:

  • Here’s something we’ve been talking about for years which Forrester now validates: Marketers all measure (at some level of sophistication), but few measure the right things. Very few marketers currently tie display and search exposure into their attribution, looking only at the views most convenient instead of those most complete. I love the concept of “measurement nirvana” introduced in the report. There’s even a quiz to self-assess you measurement maturity – helpful!

 

  • Technology has caught up (more or less), so now it seems that it’s the brands themselves stunting the growth toward marketing maturity. Culture, organization, data and technology are the four areas Forrester mentions as roadblocks to reaching full measurement potential. In other words, marketers have reason to respond with “It’s not me, it’s you” when having internal discussions. (Note that the report provides practical advice on how to break through those roadblocks to advance to the next level, which is also nice.)

 

  • There are three types of metrics that marketing leaders need to be concerned about. If they can nail those three areas, they’ll look like rock stars. But to do so, you need to measure your messaging and your media more holistically and efficiently, which requires a robust DMP solution to handle the end-to-end customer-centric view. Connect, converse, convince, convert then stay connected– each point needs to synch with data and feedback loops for relevance across devices and points of interaction in real time. (It’s already happening – are you there yet?)

 

  • Call them silos or swim lanes… the fact is that most organizations collect and measure data as if the customer journey follows a straight path. It doesn’t. People bounce all over and your internal alignment needs to support that fact.

 

  • Most shocking stat: “More than half of marketers are using deeply flawed attributive measurement — or none at all — in spite of employing multiple media buys and channels. And our most recent survey of digital marketers indicates that fewer than 10% use algorithmic attribution.”

Analysts Susan Bidel and Richard Joyce did a fantastic job in providing useful, in-depth analysis of the current state of marketing measurement, down to providing hands-on tips for the marketing leader. It’s really great stuff. Check it out.

RESOURCES:

AdAge: Get a DMP Reality Check (February 2015)

Forrester Research Inc.: “Measurement Is A Digital Media Buyer’s Best Friend” (January 26, 2015)

Gartner: Magic Quadrant for Digital Marketing Hubs (December 2014)

IgnitionOne & Netmining: The Big Book of Digital Marketing (January 2015)

How to Make the Most of Your Data

During my time in undergrad at Miami University, I was fortunate enough to take a research course while studying for my degree in Marketing. This course taught us how to conduct, analyze, and report findings based on acquired data. In turn, this data-driven research could be used to provide strategic business recommendations on product launches, segmentation, brand enhancements, and targeted communication efforts.

It was in this course that a light-bulb went off in my head where I realized the key to succeeding in marketing is all in the data. The brands, consultants, and people who are able to ask the right questions, store the data properly for easy access, and analyze it for strategy development are the ones who will excel in their marketing efforts. Every day we collect thousands of fragmented pieces of data, from both anonymous and known online users, that can be pieced together to form a clear picture of your buyer’s wants and needs. As a marketer, this is a goldmine.

The key is to step-back from the daily grind and look at your strategy from the top down. Our inboxes tend to be a blur of new priorities from various stakeholders rapidly changing at any given moment. By stepping back and putting on your strategy hat, you can start to make the most of your data by following these four steps:

1. Collect the right information: Anytime a visitor wanders onto your website, opens an e-mail, makes a purchase or clicks an ad, your system is aware of this activity. Other times, you collect information from buyers by asking about their preferences and noting their purchases. While data is extremely valuable, it is even more valuable when you can directly apply it to your business needs. Make sure that the information you’re collecting is not extraneous, but targeted and strategic – always have a clear goal in mind.

2. Store everything in a central hub: From my experience, it is common for companies to have their data scattered about multiple systems. Some of it lives in outdated excel sheets, while some is stored in CRM systems not optimally designed to achieve your goals. Now that you know what data you are collecting across the entire organization, it needs to be stored in a central hub to help you build out segments. By allowing all departments to have access to all information, it provides new insight to make the most informed decisions in any department.

3. Analyze your data: With all of your data being in one central location, it suddenly becomes easier to perform data analysis. Anytime I start to analyze data, there are two approaches I take. In the first, I have a specific question in which I want to find a solution. In the second, I explore the data to see what I can find. You do not need to be an expert with data to discover what is working and what needs improvement, but you need to be curious as you look at the information that you have. If you have a Data Scientist, this would be a good time to pull him or her in to see what insights can be extracted.

4. Implement Insights: The last, and most crucial step, is to implement the insights you just discovered. If you notice that your customer base makes 3x more purchases on weekends then during the week, you might want to setup an integrated marketing campaign to monopolize on insight. By setting the campaign up as an A/B test, you can test the validity of your research. Always keep testing – nothing is every constant and your business needs will always continue to change.

Data is everywhere. It provides unique understanding of your customers where you get to know them individually, instead just a line in a list. Make the most of your data and make it a simple process for you. Marketers have enough on their plate without having to dig through 30 different vendor software platforms for information when it is time to execute a simple marketing campaign.

For more information on IgnitionOne’s Data Management Services, click here.