Category Archives: Research & Reports

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


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.


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)

Get Your Complimentary Copy of the Gartner Magic Quadrant for Digital Marketing Hubs

Recently IgnitionOne was positioned in the Visionaries Quadrant of Digital Marketing Hubs by Gartner. The Magic Quadrant evaluation was based on completeness of vision and ability to execute. This report is an evaluation of technologies designed to help CMOs and digital marketing leaders who face increasing pressure for results under an increasingly fragmented environment. This is driving the need for a common, comprehensive pool of profile data, analytics and workflow resources, served by a digital marketing hub, as the report details.

“We are proud to be positioned in the Visionaries Quadrant of Digital Marketing Hubs by Gartner and consider it a confirmation of the Digital Marketing Suite’s (DMS) role in simplifying the lives of marketers and driving improved results through a centralized marketing cloud that integrates data management and channel execution into a single platform,” said Will Margiloff, CEO of IgnitionOne. “We believe IgnitionOne’s placement in the Visionaries Quadrant furthest along the completeness of vision axis validates our long-held belief that adtech and martech should integrate into a single stack.”

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We are excited to be able to provide you with a courtesy copy of your report by clicking here.


This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from IgnitionOne.

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.


Yahoo!/Bing Secures Biggest US Search Market Share since Before Search Alliance

IgnitionOne released a Q4 2014 report today, highlighting trends and data for digital marketing across search, programmatic display, social and mobile. During this time the Yahoo!/Bing partnership grabbed the largest share of the US paid search market since 2008 following two quarters of strong growth. Mobile devices also show strong growth in both search and display advertising.


Key findings in the report:

  • Yahoo!/Bing shows historic growth at best share since 2008: Yahoo!/Bing continued to chip away at Google’s huge lead and now holds with 26.3% of US search spend versus Google’s 73.7% in Q4. This is the highest market share and largest growth in share over consecutive quarters since the inception of the Search Alliance and equates to a 25.8% jump. The last time growth was close to this robust was in the period of Q4 2007-to-Q1 2008 when they saw a 20% jump.
  • 2014 ends with a strong Q4 for Paid Search: Ending a robust holiday shopping season, US Paid Search saw advertising spend up 11% YoY in Q4. This is the highest rate of growth in 2014.
  • Phones and Tablets pull even in spend share growth: Spending growth YoY for tablets is up 37% while phone spend is up 78%. As marketers become more sophisticated, creating stronger mobile-specific experiences, and consumers embrace a multi-device lifestyle, mobile becomes more attractive to marketers for effective reach.
  • Mobile display growth continues – Mobile continues to see strong growth, limited only by inventory available. Most interesting is YoY growth for Android impressions far outpacing iOS, peaking on Thanksgiving Day with 57.8% of impressions.
  • Healthy growth in programmatic display: Marketers continue to move budget to programmatic display ads due to stronger, trackable results with spend up 35% YoY. Contributing factors to increased effectiveness include better use of data feeding smarter strategies, and greater message relevance based on use of consumer data.

“These numbers show significant growth of mobile across the board, so it’s becoming more important for marketers to get a clear view of the customer across devices and across interactions,” said Roger Barnette, president of IgnitionOne. “Our IgnitionOne data management platform fuels messaging across search, display, social and mobile, making reports like this possible. Pulling together first- and third-party data allows for optimization of all interactions and increased relevance of messaging served.”

This report is the latest in a series of reports from IgnitionOne, reviewing trends across the online advertising landscape. This and previous quarterly reports can be downloaded at

Introducing MobileAssist

We are excited to announce the release of MobileAssist, a solution that helps  track cross-device conversions, a break-through that overcomes an obstacle that has held back the true potential for mobile advertising.

Most attribution technology has focused on desktop and not mobile devices. This reliance on cookie based technology, along with mobile advertising being bought as a discrete channel, leaves marketers without a full picture of how mobile advertising is contributing to successful conversions.

MobileAssist solves this challenge by helping you identify where mobile advertising has played a part in previously unattributed conversions to offer a fuller view of the attribution and impact mobile advertising spend had on successfully completed sales or conversion.

IgnitionOne’s integrated desktop and mobile platform provides the company unique advantage to provide cross device targeting and a complete view of how spend is attributed across devices.

With these enhanced insights into their mobile spend, marketers are able to improve existing media effort, inform optimal investment levels to future campaigns and improve results across all devices.

In the case of a leading e-commerce client who was initially desktop-focused, MobileAssist proved a 10X return on ad spend on their mobile campaign by measuring conversions that occurred on their desktop website, but were influenced by mobile ad engagement.

A Sample of a MobileAssist Report
A Sample of a MobileAssist Report

“Sophisticated marketers will not settle for anything less than a clear and true picture of their customers and how different channels and devices assist each other within the conversion path,” said Will Margiloff, CEO of IgnitionOne. “MobileAssist is another way our Digital Marketing Suite delivers to marketing the tools and centralized data to make smart and effective decisions.”

Contact IgnitionOne to learn more about MobileAssist


IgnitionOne Among Visionaries in Gartner’s Magic Quadrant for Digital Marketing Hubs

If data integration and personalization tactics are part of your 2015 roadmap, you’ll be interested in the latest research from Gartner, Inc. We are excited to announce that Gartner has positioned IgnitionOne among “Visionaries” in the newly released “Magic Quadrant for Digital Marketing Hubs.” The Magic Quadrant evaluation was based on completeness of vision and ability to execute.

Gartner’s report positions IgnitionOne furthest in “completeness of vision” within the Visionaries quadrant .  hub image

“We are proud to be positioned in the Visionaries Quadrant of Digital Marketing Hubs by Gartner and consider it a confirmation of the Digital Marketing Suite’s (DMS) role in simplifying the lives of marketers and driving improved results through a centralized marketing cloud that integrates data management and channel execution into a single platform,” said Will Margiloff, CEO of IgnitionOne. “We believe IgnitionOne’s placement in the Visionaries Quadrant furthest along the completeness of vision axis validates our long-held belief that adtech and martech should integrate into a single stack.”

The recent release of our platform, DMS 3.0, allows marketers to better understand and segment audiences through its Data Management Platform which combines traditional database marketing capabilities with cookie-based digital profiles. Marketers are using the DMS to seamlessly activate targeted and dynamic messaging on all devices, across channels including search, display, mobile, social, email and personalized website content. At the center of the DMS is a flexible hub that provides marketers the ability to use both native and third party-solutions while storing a complete view of customer data.

On a personal note, we send warmest thanks to Andrew Frank, Jake Sorofman and Marty Kihn for their thoughtful evaluation of IgnitionOne and all the various technology solution providers in the space.

For details on the report, read more here or contact us at

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.

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.

IgnitionOne Earns Top Ranking in Latest Marketing Technology Research

Late last week, the analysts at Gigaom released an analysis of a wide range of marketing-technology platforms. Gigaom Research is an independent publisher of expert industry insights on emerging markets, including in-depth coverage and analysis of relevant topics – particularly those related to media, technology and consumer behavior.

In their “Sector Roadmap: digital-marketing platforms” report, IgnitionOne receives the top ranking. You can access a copy of the research here:


Recognizing that marketers need more than just point solutions to stay relevant in today’s digital world, Gigaom examined six leading marketing technology providers to determine which would best meet the needs of today’s cross-channel orchestrated campaigns.

The report’s author, David Card, noted IgnitionOne’s capabilities stood out: “of the companies we examined, IgnitionOne…align[s] best with the trends we deemed most critical,” according to the report.

We earned high marks for the variety of capabilities in our Digital Marketing SuiteSM (DMS) that allow for portfolio optimization, social media advertising optimization, and its customer acquisition and targeting capabilities. The report goes on to say “IgnitionOne is well suited as a marketing technology platform for multichannel, multi-objective advertisers…”.

Our placement and involvement in this report highlights our emphasis on innovation and leadership in the advertising and marketing technology space. In a very crowded and fragmented landscape, IgnitionOne continues to raise the bar for the industry. We look forward to continuing to disrupt the industry with best-in-class technology and an emphasis on simplicity to make things easier and more efficient for marketers.

Read more about the report here, and get your copy of the report here.