All posts by Casey Newman

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.

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.

More Insight into IgnitionOne’s Q3 2014 Digital Marketing Report

Last week we released our latest Digital Marketing Report for Q3. If you haven’t gotten your copy yet, grab one now.

Charlie Archibald, IgnitionOne’s Algorithmic Media Manager, provided additional insight into some of the report findings. Read on to see what he had to say.

On Yahoo/Bing’s Increased Market Share:

“There’s a couple factors involved that I think are worth noting. The first is that when you take out the Partner networks Google has actually gained a small amount of market share YoY (76% of spend in Q3 2014 vs. 75% in 2013).

The second thing worth noting is that Google’s CPCs have declined 9% YoY (across all networks), while YaBing’s have increased 15.1%. This is the main cause for the difference in market share in my opinion. If you look at traffic numbers YoY as opposed to spend, Google’s market share is more or less flat.”

On the drop in CPC:

“One factor appears to be that advertisers are getting more sophisticated and efficient in their mobile advertising. Mobile had a disproportionately large drop in CPCs compared to the other device types across both engines. It also happens that Mobile accounts for a much larger percentage of spend on Google than it does on Bing among IgnitionOne’s client base (20% of Google spend vs. 8% of Bing).

One other thing to consider is that at this time last year all advertisers had been thrown into Enhanced Campaigns on Google. We noticed that caused a pretty immediate increase in CPCs across both mobile and tablet. Now that we’re one year removed from that I believe that advertisers are growing more adept at figuring out how to best optimize their accounts in the new landscape. Thus it would not be surprising to see Google CPCs decline some relative to this time last year.”

On the Growth in Mobile Search

“Mobile has continued to grow at a much faster rate than tablet in terms of impressions, clicks, and spend. We’ve seen this trend for some time now. We have just finally hit the point at which mobile has surpassed tablet in nominal spend. I think this is a combination of advertisers figuring out how to advertise more effectively on mobile devices, as well as users becoming more dependent on mobile devices for search.

CPCs on mobile are actually considerably lower than they are on Desktop and Tablet, so I don’t think the spend increase has so much to do with CPCs as just more people utilizing mobile as a primary form of search.”

IgnitionOne’s Q3 Report: Yahoo!/Bing Has Largest Market Share Increase Against Google in 5 Years

Today, IgnitionOne released the latest version of its quarterly digital marketing report. The Q3 Digital Marketing Report takes a look at the digital marketing trends from this quarter.

Some key findings from the report include:

Yahoo!/Bing gains market share against Google: In its best showing since Q1 2009, Yahoo!/Bing increased their US paid search market share to 25% compared to Google’s 75%.

Yahoo!/Bing search gets more expensive: Yahoo!/Bing partner networks see a 5.8% drop in traffic YoY, but the large increase in CPCs causes overall partner network spend to increase 17.6%.

Phones edge-out tablets in paid search spend: For the first time ever, paid search spend surpasses tablet spend, increasing 18.5% over the previous quarter (QoQ).

Third Party Partner network decline causes ripple effect: Search spend decreases 32% YoY as advertisers pull out of Google partner network. As impressions drop, CTR continues to climb, largely due to advertisers pulling out of display networks and third party search partner networks which have naturally lower CTRs.

Mobile growth continues: Mobile continues to see enormous growth, especially for phones, which saw triple digit growth in search metrics including impressions, clicks and spend.

Read the full report here.

What Marketers Can Expect from Apple’s New Products

It’s been about 2 weeks since Apple announced its latest products: the iPhone 6, iPhone 6 Plus and the Apple Watch. There’s been much buzz about how consumers can use these products, but they also present several opportunities for brands.

Here’s what you should keep an eye on:

Larger Screen Sizes: Many consumers prefer the bigger screen for browsing the web, playing games, etc. Apple has now answered that demand giving the new iPhones a 4.7 inch and 5.5 inch screen size, respectively, which will likely give a boost to digital video advertising as well as social media engagement via mobile. In the mobile inbox, the larger screen size means that more emails are visible within the inbox and more characters are visible in the subject line and preheader text. (Here’s a past look at how email subject lines render on mobile devices for context.)

NFC: Near-field communication (NFC) and ApplePay are included in these new phones. Though a few retailers have stated they won’t accept ApplePay, the service still has several benefits for marketers. Retailers could include ApplePay in their mobile apps, allowing consumers to purchase and pay for items right from their devices as well as giving the brand the opportunity for regular communication with its customers. The watch is said to also be equipped with NFC. The technology also provides marketers with the opportunity to capture more data.

iOS8: There are a few new features to keep in mind with iOS8. The new OS allows users to locate which apps are draining the phone’s battery. If your app appears on the list, it’s a likely assumption that it will be deleted. The ‘Quick Website Search’ feature remembers which sites users search frequently. For example if a user frequently searches Amazon and they’re looking for dog food, they can type ‘Amazon dog food’ into Safari to view all the results from Amazon. Because Google search results are eliminated with this feature, marketers need to factor this into their search strategies.

New Infographic Reveals Data Flow, How it Can be Used to Benefit Customers

It’s the age of data. Did you know there will be 40 zetabytes of data by 2020? (That’s 40 with 21 zeros after it.) There’s so much of it available to marketers nowadays that it’s easy to get overwhelmed by thoughts of what to do with it and how to best use it.

To help you get a better understanding of all the data that’s out there, where it comes from, how it’s processed, and how we can benefit from it, IgnitionOne worked with other members of the Application Developers Alliance to create an infographic outlining all of this information and more.
Interesting tidbits include:

• 90% of the world’s data was created over the past 2 years.
• 80% of organizational data is unstructured. (For more on structured/unstructured data, check out this post.)
• Data can include sentiment, behavioral, demographic or descriptive information.

Check out the entire infographic: