Tag Archives: dmp

Behaviors That Matter: Personalization Based on Data

The importance of a personalized web experience cannot be overstated. In a world where customers already know their data is being mined, they don’t just expect personalization, they’ll avoid experiences that don’t deliver it to them. In other words, if my social media platform exists, I expect to be served ads that are relevant to me, and I expect websites to know what I want even before I do. After all, all of my information is already out there – isn’t it a brand’s job to use it in a way that benefits me as a customer?

Data is the key to successful web personalization, but oftentimes it isn’t used in the most effective manner. It’s vital to set up the correct set of variables that is most relevant to your brand. This can be done by looking at the traffic and engagement you already have on your website, and working backwards from there.

Ask. What patterns are emerging here? Where am I finding trends?

Look at the most popular pages on your website. Determine where that traffic is coming from, and what those users have in common. Your own first party data is the most valuable insight you have because it’s a direct line to your audience. Their actions and origins give you the recipe you need for success.

Target. Determine your targeting variables.

These should be based on the answers you find to the questions above. Variables could include things like location (are most of your users in a few concentrated areas, or more spread out?), device, customer history, and time spent navigating your website. Pay attention to how users interact with every individual webpage or post related to your brand. Mine your data and discover who is always close to clicking the “purchase” button but never does, who buys frequently, when they visit and whether it’s spurred on by a particular event. For example, a customer who visits your site to make a purchase most often around the 15th or 30th of every month may make purchases relative to pay day.  Variables like these  will help you personalize content and experience for multiple audiences.

Personalize. You know your audiences, so talk to them.

When personalizing the content or ads you serve up to your audience, testing is important. Run multiple ads, try out taglines, test headlines and subject matter in your blog posts and social media. There is no magical “one size fits all” personalization guarantee, but thorough A/B testing can help you find the right fit for your audiences.

IgnitionOne Highlighted in 451 Report: “Cohesion May Be Tough to Match”

IgnitionOne is the recent topic of a positive report from 451 Research, an independent group that focuses on IT innovation in emerging technology segments. The report explores the capabilities of the IgnitionOne DMS offering as well as an analyst’s view of the company’s potential and value. The independent research was not sponsored in any way by IgnitionOne prior to its release.

 The report notes that in a crowded marketplace, IgnitionOne stands out by its ability to blend benefits from both the marketing and advertising sides of the coin.

 “In its audience management platform,” the report states, “IgnitionOne seems to have found a way to link the disparate components of marketing and advertising software with a cohesion that may be tough to match.”

 Download a copy of the report to read more.

The Art of Nurturing

Recently, I’ve been thinking a lot about the power of connection between people. My group of family and friends is close and at any given moment we all have different wants from each other. Sometimes I rely on them for advice and sometimes they come to me for a listening ear. Over time these relationships have become very strong due to reciprocity, loyalty and consistency.

Each one of these friendships is strong not by chance, but because both parties invested the time necessary to build up something of value. At any given moment one friend might need more attention than another friend. In my mind I place them in different buckets based on where our relationships currently stand, as no two friendships are alike. Much like these friendships, the connections brands have with their ever-changing customer needs alter on a daily basis.

While one customer might be thrilled with the quality of service and personalized advertising/marketing efforts, another customer may feel as though you don’t know them at all. There is an art in nurturing to be able to assess where your customers are at on an emotional level to tailor messaging to them appropriately.

Here are a couple of tips to help you better nurture your customers:

  • Implement a Data Management Platform: You need a centralized hub to intake and store all of the data on your customer. This must be able to intake known/anonymous data from all sources, including offline, to help you have a 360-view of your customer before determining what data you need to collect.
  • Collect Relevant Data: You may find that you’re collecting data that doesn’t matter. If this is the case, pitch it. There is no need to collect data that doesn’t directly benefit the customer or you. Continue to monitor what is working and what you need to refine the data you collect.
  • Create Buckets and Segments: As you setup any campaign, you will want to have triggers that move people into appropriate buckets. For example, after a customer has made two online purchases in one month, you may want to move them to bucket indicating they are more likely to make online purchases than other customers. This can help with future targeting. As you go through all of your segments, begin to create logic on which bucket your customers should be in and how to craft strategic messaging around those buckets.
  • Measure and Test: Once you have success criteria setup, it becomes easy to measure whether or not you hit your goals. From there, you can refine your nurturing campaigns and adjust continuously as needed.

There is an art to nurturing your customers. Think of it like a conversation in person – you start by saying hello and then go from there. By keeping it real, authentic and genuine you have all of the makings to allow the conversation to grow organically, ultimately building a stronger relationship with customer.

Register Now for the IgnitionOne August Webinar: Smarter Search Strategies for 2015 Holiday Shoppers

On Wednesday, August 26, 2015, IgnitionOne will host an exclusive webinar that highlights mobile search strategies that marketers will need heading into the 2015 holiday season. Mobile shopping has hit an all-time high and it’s no question that search marketing is on the rise. With the holiday season just around the corner, it is crucial that marketers implement mobile strategies that break through the noise and reach their target audiences.

The webinar, “Smarter Search Strategies for 2015 Holiday Shoppers,” will feature a collaboration between Dave Ragals, Global Managing Director of Search for IgnitionOne, and Rob Lenderman, COO and Co-Founder of Boost Media.

Participants in the webinar will:

  • Gain insight into the latest trends in mobile paid search
  • Explore considerations to impact your strategy development
  • Learn how to optimize ad creative for mobile and why context matters
  • Discover the 10 best ways to engage holiday buyers

“Smarter Search Strategies for 2015 Holiday Shoppers,” takes place on Wednesday, August 26 at 1:00 p.m. ET. Registration ensures access to the recorded playback.

Sign up now!

Six Tips to Cross-Channel Bliss

Your audience is savvy, using an array of devices, gadgets and “things” to engage with your brand or company. When you consider the volume of data that’s available – that might soon be accessible – it’s enough to blow your mind. Marketers need to be concerned with issues of reach, yet this also drives the need of consistency and real relevance across touch points and channels. It’s impressive that the interest identified on the website can inform a display ad, followed by an email offer and even a direct-mail coupon thanks to digital marketing hub advancements. Get it right and it’s a moment of wonder and awe, as if your brand universe aligns around the customer (cue choirs of angels singing) for a fantastic experience. But it takes some planning and investment to get there.

To support you in your journey toward cross-channel bliss, here are six steps to get you moving in the right direction. The key is to unite your data around a common goal – happy customers who support your brand.

  1. Start with what you’ve got. Do an audit of what data you have and where it lives. What are you collecting right now? If people sign up for emails, what fields are included in the form? Do you track purchase history by customer name or ID? Do you ask gender or category preferences? What about web search activity? Call center details? Get a list together so you can see what you have, and what you may be missing that could be helpful to your messaging.
  2. Build a team. Bring together people from across your internal silos, working together to move things forward as you centralize your data. With so many projects and tasks, the best way to keep things on track is with cross-company involvement. Team members should have authority or responsibility over a specific channel or data source so there’s ownership in the decisions being made across the organization, especially as priorities shift toward an integrated data approach. You’ll want both their brains and their buy-in on this.
  3. Map out customer personas. Your data integration has a single purpose – to better serve and engage your customer. This can be difficult to do if you’re not sure who you’re selling to. See how the data you have can support the buyer/customer across their entire customer journey. Consider different situations when people buy from you. Chart out the steps a sample persona prospect may take as they are introduced to your brand or services. Then see what type of data can be collected and leveraged to make each of those experiences terrific.
  4. Investigate the details. Be the Sherlock Holmes of the customer journey, then smooth and improve any rough spots you discover along the way. As you piece together your data, look for trends. Spend time on the stories behind the numbers. Ask yourself “why” things are happening as they are instead of focused on the “how.”
  5. Reduce friction with facts. Use your data to identify real issues. Is there a falling off point along the path to conversion or checkout? Are your email campaigns doing well, but activity off of purchase confirmation emails is weak? Do people click through to the home page but jump off without browsing deeper into the site? Does your strategy include ways to engage them before they get away? These can indicate a point of friction on the path to conversion.
  6. Work together.Not only do you need to be working together within your organization to establish shared priorities to pull your data together, you also can work with partners specializing in Data Management to both educate and support you along the way.
    There are resources available to you when you’re ready to put your ideas into action.

DMP Alchemy: Improving Lead Generation Quality with the Data You Own

As Glengary Glen Ross tells us, leads are gold. While so much of marketing has to do with grabbing the attention of an audience, what actually matters more is connecting with the right individuals within that audience – especially those who are open to eventual conversion.  Harvesting leads isn’t enough if you’re not attracting the right prospects, which is the paradox of modern lead-generation strategy. Contrary to more recent strategies, quantity of content does not create quality of leads. It takes understanding to guide the alignment of content. At the center of marketing alchemy is the ability to use the data you already own within your DMP with real-time relevance.
 
Here are some suggestions to get started:
 
Content Alignment: Identify consistent patterns of specific customer segments. Then align your content, messaging and offers around that specific audience.  For instance, you probably have basic customer segments identified. Look at the data for each to identify trends. Are there similar page views on the website prior to conversion? Are their page views or search activities that are common to those who landed on the site but did not convert? Are prospects who consume one topic versus another more likely to follow a specific conversion path or timeline? For instance, people who need it now versus those who prefer to do their homework and take their time may require a different messaging approach based on those behaviors.
 
Linking with POS: A great place to start is using your purchase history data to influence messaging and content presented, including the cadence of those messages. Have the data from your POS system feed into a DMP so an individual customer’s purchase history can be used to inform content for their future emails, ads and offers. This simple approach to personalized content shows a deeper level of customer love, allowing for a more strategic approach that can result in meaningful ROI increase. Suggestion: Tailor content to suggest companion products, accessories, plus other details to maintain that post-purchase connection with your audience.
 
Using Location: With geographic segments, you can highlight regional interests and images in your campaigns. Consider infusing something as simple as weather information to promote relevant climate-related products and content. It’s about relevance. You can also take things a step deeper with geolocation data, marketing based on proximity to meaningful locations, different communications for in-store versus at home engagement, and so on. Getting outside the box and putting yourself in the consumer’s shoes at that moment can take current location into account to deliver interesting results. Suggestion: Test everything. If you know a particular region is experiencing a weather-related event, your lead generation approach and images can reflect such details.
 
Niche Targeting (and Re-Targeting): Having all your data in a profile-based DMP environment where information can be stored for both known and anonymous users means you have data which can be used to better communicate with each individual in your audience. Instead of the broader strokes of content alignment mentioned earlier, this is more using a fine brush to reflect specific known details – even of those not yet identified as a known lead. 
 
Distilling gold from what otherwise could be content chaos requires the smart use of data. Start small. Keep it simple at first. A few nuggets of understanding can lead to a rush of relevance in the way you engage your audiences to attract more prospects. Consider what data you have, then look for ways to use it as you add to it, supported by integrated technology to remove the complexity and provide real results.

Four Ways to Add Context To Your Marketing

This morning I woke up to 60 e-mails. I laid in bed and mindlessly went through my inbox deleting them, as I do every morning. By now I know that most e-mails I receive in the morning are editions of daily newsletters, promotions, etc. that I’ve been meaning to unsubscribe from because the volume seems overwhelming. It’s a lot to sort through first thing every morning.

This is a problem all marketers are facing. Not only are you spending hours to craft, curate and send the perfect e-mail or marketing message, you are competing against 59 others all trying to grab my attention at the same time…right when I wake up and am still a bit groggy as I begin my morning routine.

Yes – I did sign up for many of these, but because the companies do not know my preferences (or are not honoring my preferences) I find that they just end up in the trash bin. For example, I’m much more likely to read a marketing e-mail once I’m at work and seated at my desk as opposed to when I first wake up. Since I go through and clear out everything immediately in the morning, this would mean the e-mail would have to be sent after I get into my car and before I get to my desk.

When marketers think about context they need to think about the timing, mindset and overall experience of the consumer based on their current physical, emotional and mental state. Context is crucial because it takes into account all of these conditions and proactively designs a way to overcome them and get the message through on any channel. Here are four tips to help you boost the context within your marketing messages.

  1. Leverage Historical Time Data – Depending on the DMP you have implemented, you should be able to track the effectiveness of your marketing down to each consumer. As mentioned in the above example, if I am receiving a newsletter every day at the same time and the company sees I’m not opening it, it might be time to consider trying out a new time to make it more contextually relevant to my life. This can also include monitoring the times I follow-through on my purchases.
  1. Dig Into the Search Details – As I shop online and engage with different brands, everything I type into the search bar can be tracked (known or anonymous). Instead of looking for shoes, I’ve started typing in “blue shoes” and then “blue shoes size 12.” With each search I’m giving the brand more insight into my needs. At that moment I’m receptive to purchasing a very specific product. In your next promotion (which is hopefully quick), it should include blue shoes in my size.
  1. Leverage Cross-Device Use Patterns – The brands I’m engaging with should be able to understand how I navigate between my tablet, phone, laptop and desktop while engaging with their product. In fact, this is one thing I love about the Netflix. It is a seamless interaction that makes it easier for me as a consumer. I can navigate from my phone to my TV picking up exactly where I left off. Similarly with marketing, brands should be able to help me pick up where I left off to remain relevant to me. In fact, depending on the technology implemented – some brands can push me messages as I’m walking down the aisle of the product I need.
  1. Think Like a Consumer – Before planning out any campaign it is good to sit down and strategically think what you want to say. Work with your content developer to share the personas of your customers as a way to add contextually relevant content appealing to their emotions. Ask questions to better understand behavior. Depending on the amount of data you have available, you can message to them at a moment when they are most receptive by observing how they interact with your brand currently.

As you can see, context is important. Consumers are busy and they receive multiple messages on a daily basis. You can break through by understanding and adjusting your messaging to add context while honoring their preferences, time and mindset.

IgnitionOne’s Q2 2015 Report: Google Regains Search Share, While Facebook Surges in Display

IgnitionOne’s new report covering trends across digital marketing reveals growth for Q2 2015. Despite gains made by Yahoo!/Bing in previous quarters, Google reclaimed paid search market share it only recently lost. However in programmatic display, Google lost ground to Facebook, decreasing -9% year over year in spend compared to Facebook’s 48% surge. 

Key findings in the report include:
  • Strong search spend growth continues – U.S. paid search spend grew 22% year-over-year in Q2, the third quarter in a row of strong growth. Competitive pressures and mobile search growth is driving this spend increase.
  • Mobile search growth continues to normalize – U.S. spending growth for tablets is up 22% and phones spend is up 71% YoY. Smartphones have seen the greatest growth and represent the majority of mobile spend this quarter with 59% of spend compared to tablets.
  • Yahoo!/Bing give back market share – After three quarters of growth, the Yahoo!/Bing network lost U.S. search market share in Q2, returning to 24.5% of share compared to Google’s 75.5% of U.S. paid search spend.
  • Facebook takes display share from Google – Facebook outpaced Google in display growth with FBX growing 48% in spend, while Google dropped -9% YoY. Facebook’s share of display spend grew to 16% (up from 10% a year ago). Google’s share dropped to 31%, down from 38% last year.
  • Programmatic display grows – U.S. display spend was up 33% when compared with same clients measured in Q2 2014, continuing the growth trend from past two quarters. The decrease in impressions that we have seen in past quarters due to Facebook changes, has tapered off resulting in a total drop of only 1%.
 

Introducing the DMP Discussions Handbook

When it comes to implementing a DMP, internal discussions are key. Even the biggest arsenal of results-based marketing strategies isn’t effective without clear communication across departments about what needs to happen. The right hand should always know what the left hand is doing, and vice versa.

The Internal DMP Discussions Handbook is designed to take you through that process step by step. In the handbook, you’ll find an in-depth exploration of the implementation process, along with the questions that CEOs, CMOs and marketers will need to ask both each other and the IT team at each point along the way. Questions like:

  • What business KPIs will we use to measure the success of the DMP?
  • Have we created a clear workflow that establishes each party’s role in DMP implementation?
  • How is the data being segmented?
  • And more.

 Download the handbook today.