Defining Data Management

Contradicting descriptions and claims regarding marketing technologies have caused some real headaches for buyers. Lack of clear understanding of terms and capabilities result in wasted time, wasted budget, departmental dysfunction and overall frustration for marketers who simply want to use their data to better engage their prospects and customers.

In a recent blog post by Roger Barnette, President of IgnitionOne, he describes important definitions to understand the different types of DMPs and platforms within the marketplace. The full post, which can be accessed here, includes the breakdown of the Basic DMP, Media DMP, CRM DMP, Hub/True DMP and DMS.

In fact, IgnitionOne will be hosting a live webinar on April 2 to empower you and your team with everything you need to know about a Data Management Platform. Tune in to find out how you can banish mixed marketing messages to your customers and how a DMP can fuel one-to-one digital experiences across all channels.

SEARCH ADVERTISING: New Bing Campaign Cloner for Google AdWord Campaigns

By Claire Hite, Media Manager & Harvey Sutton, Product Manager of IgnitionOne’s Search team
 Claire Hite, IgnitionOne Search
MagnifierIgnitionOne introduces the Bing Campaign Cloner into its Digital Marketing Suite. In our simplified marketing approach, we wanted an easy and painless way for advertisers to extend efforts across various search engines. Advertisers save time by not repeating their efforts of adjusting and optimizing campaigns. A simple button allows advertisers to optimize for one search engine and clone into the Bing search engine. 
 
The Bing Campaign Cloner tool allows for advertisers to easily recreate one or more Google AdWords campaigns for use in the Bing Ads network. We modeled it after Digital Marketing Suite’s existing Bulk Management functionality.
 
In a real world scenario, many media managers find themselves creating a new campaign only to realize at upload that they forgot to build out keywords for the other engine. IgnitionOne’s Bing Campaign Cloner feature allows the user to quickly and easily duplicate that campaign and export into a bulksheet for final review.
 

TUNE IN! ‘WHAT IS A DMP AND WHY DO I NEED ONE?’

Don’t get me wrong, I love an industry event as much as the next marketer, but sometimes I wish I could simply have the content without the tube journey, long registration lines or the mediocre cup of coffee. That’s what is great about a webinar – a chance to gather business critical information from the comfort of your own desk.

On April 2, our live webinar will empower you and your team with everything you need to know about a Data Management Platform. Tune in to find out how you can banish mixed marketing messages to your customers and how a DMP can fuel one-to-one digital experiences across all channels.

In 45 minutes, we’ll cover:

  • The technology: unleashing the power of a DMP – a LIVE demo
  • The value: what’s in it for me? Adding value to the Marketing, CRM, IT and Finance teams
  • The customer experience: achieving the holy grail of personalised marketing across all touch points
  • The results: number crunching and expected return on investment
  • The implementation: preparing a business case and your definitive checklist to get started

Sound good? Register here to join us on April 2nd at 2.30pm GMT/ 9.30am EST  http://www.ignitionone.com/dmp-webinar/

See you then!

Search Advertising: Google launches “Upgraded URLs” for AdWords

Beth Knetig

By Beth Knetig, Strategic Account Director at IgnitionOne

MagnifierIn February 2015, Google has announced  the launch of “Upgraded URLs” for AdWords. Advertisers, Agencies and Ad Tech vendors are currently working together to migrate their AdWords accounts before the July 1st, 2015 deadline.

Settings gears What exactly is being upgraded?

Google AdWords is allowing for easier means of tracking sources by parsing out root URLs from tracking redirects and parameters. This allows for smoother and faster switching of assets without having to resend everything through editorial before being served. Google is essentially removing the destination URL field and replacing with a landing page field. Tracking elements will be housed in a tracking template and/ or custom parameter fields.

Signing the contractHow should an advertiser update this?

For advertisers utilizing 3rd party tracking, they will need to work with their partners to discuss how to go about updating their URLs. For advertisers with complicated URL set ups, there will be some initial legwork and decisions to make before implementing any changes. Once this is completed, future management of assets will be much simpler.

Send symbolThings to consider before migration:

  • What tracking parameters will I need to remain intact?
  • What new tracking parameters will I need to start tracking?

Megaphone The benefits:

The upgraded URL offers customized tracking without compromising the editorial process for your ads.

IgnitionOne has been working with Google for the past few months to help ensure clients tracking set ups are carefully transitioned.

IgnitionOne’s URL builder will help transition clients to the new format. Current and new clients will be ready for the transition by April 2015 and we plan to migrate clients with complicated set ups well before the July 1, 2015 deadline.

Introducing the Customer Data Integration Handbook

The purpose of true data management is to obtain that holistic, 360- degree view of the customer. Not just at the point of conversion, but also throughout the buyer’s journey. That clarity gives you insights to grow your business and the ability to interact with each individual in a personal and relevant way.

But how do you get the most value from any DMP investment? It requires the integration of customer data assets from across the organization, also known as CDI or Customer Data Integration.

IgnitionOne has created a valuable new book to walk you through the process and educate you on data integration: “The Customer Data Integration Handbook.” This new 24-page guide provides a blueprint and step-by-step considerations as you approach the consolidation of data to maximize its effective use.

You can learn more and download the Guidebook free here.

cdi guidebook

 

Mobile Learnings from eTail West 2015

Mobile is hot right now, but retailers are struggling with it. The knowledge of how mobile works, the challenge of connecting tech partners, and the ability to create a long-term growth strategy is causing confusion within the marketplace, especially among brands trying to capitalize on this exploding area in ad tech. As retailers are continuing to evolve in the digital space, mobile is becoming a large part of their annual budget and digital marketing spend, particularly for brands able to connect the dots and show an ROI based on their campaigns.

Late last month I had the opportunity to listen to Keith Petri, our VP of Strategic Partnerships, present at the “Mobile Tracking Panel Discussion: Optimal Tracking of Your Mobile and Tablet Programs to Close the Conversion Gap” at eTail West 2015. This panel, which also included Andy Nails, the Director of Data Management & Integration at Sears Holding Corporation, brought up key topics in mobile affecting the retailer and consumer when it comes to integrating mobile into your marketing strategy. Here are some highlights from their discussion:

  • The Need to Understand Consumer Behavior: As Petri said, “The retailer has to understand their consumer behavior and buying behavior.” The example he brought up was purchasing a car. While you may start researching on your phone, this is a purchase that would end in store. In the case of Sears, they are very into analytics and the ability to track everything. Their ability to marry the data they collect to their loyalty program offers insights to customize the user experience. Furthermore, from a retailer’s perspective, this goes as far to impact how the mobile site is constructed (i.e. full menu bar, vertical/horizontal, screen resolution, design needs, etc.) to improve ROI.
  • Overcoming Limitations: Yes, there are limitations in the mobile space. According to Petri, we have the opportunity to connect the dots. He explained that before mobile we had our home computer and a work computer, with no understanding of the connectivity between the two or our activity elsewhere in the physical world. However, mobile and static identifiers (such as Device ID) now allow us to better understand the interaction between these two environments and what we do in-between. In fact one stat said that 78% of consumers are doing research online and then visiting a store to complete the purchase. By understanding our limitations, certain workarounds can be used until more viable solutions arise to better understand cross-channel, cross-device investments.
  • Physical Retargeting: With advances in technology, physical retargeting has grown in popularity. For example, consumers who login to a retailer’s wireless internet can be tracked using IP addresses, beacons and Bluetooth technology. Petri mentioned that one stat stated that 88% of consumers said they would opt-in to location tracking because of coupons. While some retailers are concerned about the “creepy factor” of having an ad served to your mobile device while you are near that product in-store, Petri explained that if you have consumer opt-in, they asked to receive coupons on certain items and/or they are in-app, this helps alleviate the “creepiness” that may be associated with this type of messaging.
  • Mobile Data vs. Desktop Browsing: One audience member asked if the shelf life of cookies could differentiate between devices and what pitfalls we should look out for when doing a paid media campaign. Petri explained that a Device ID is the only static identifier on a mobile operating system, while a cookie is generated in a browser but siloed within that browser. For example, if you are in a retailer’s app it generates a cookie, but if you go to Chrome on the same device and page, it generates a different cookie that is not matched – they are siloed. By exiting the app or restarting the device, all cookies are lost. One solution is to buy paid media in-app to collect and reference back, for attribution purposes, the Device ID. This allows you to use that attribution across channel, not only for the attribution within the silo.

As you can see, mobile can be complex. It is changing every day and consumers are getting smarter. The largest obstacle is understanding the data that you have and how it can be connected across all consumer touch points to better know your consumer. To learn more about IgnitionOne and our Digital Marketing Suite, specifically our Data Management Platform, check out this article by our President, Roger Barnette, featured in AdAge last month.