Tag Archives: integration

Introducing the Quick Wins Handbook

When it comes to data management platforms, the faster they start working for you, the better. Using a DMP can provide unique strategic opportunities, along with the kind of high-value market insights that allow for a better ROI. But the truth is, very few marketers are truly leveraging the value a DMP can provide.

So, how can you start taking full advantage of your DMP right out of the gate? It comes down to understanding the actionable data you have, and utilizing it in a way that maximizes the value it has to offer. Once you learn how to effectively work with what you have, you’ll be able to explore new opportunities more deeply.

IgnitionOne has created a valuable, fresh new book that provides insight and inspiration to help you get more out of your DMP from the start. “The Quick Wins Handbook” delivers 12 fast, actionable ideas to maximize your ROI and minimize the time spent waiting for the right data.

The Quick Wins Handbook is ready to help you:

  • Get the most out of your DMP
  • Act on easy connections
  • Target location
  • Time communications
  • Avoid potential road blocks

And more!

You can learn more and download the 18-page guide here.

quick wins

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

 

2014: Digital Marketers, What’s Your Word?

It’s a whole new year already. I know it’s clichéd to say it, but it seems like we just started 2013. Like it or not, it’s 2014 so let’s make the most of it.

I originally started thinking of New Year’s resolutions for digital marketers, but then I spoke to a few people who instead of personal resolutions they choose one word to focus on through the year. Maybe that word is “Appreciate” or “Patience” or “Success,” etc. I thought it was an interesting experiment that we may think about for Digital Marketers too.

Here are some great options to get you thinking:

Simplify: Whether we are talking about all of the technology marketers use every day or about the siloed data sets that don’t talk to each other, marketers face great complexity. This year choose to focus on simplicity. What would it take to bring things together and what would be the benefits?

Wisdom: We as people and as marketers often only see what’s right in front of us. It’s the old problem of not seeing the forest for the trees. Step back and get a full picture of how your efforts are working together. What is the full path your users take before converting? Are you spending your budget where it is most effective? How do you know?

Innovate: We can never improve if we rely on our old ways, accepting past results and “good enough.” This is the year to push the limits of your marketing, to test new methods, to go beyond good all the way to great. But of course it is not always easy – “If it wasn’t hard everyone would do it.” Go out and blaze new trails in 2014!

So what will be your word? Pick a good one and live by it this year. I’d love to hear what you choose. Please share here or tweet us at @ignitionone . Happy New Year!

Are You Listening to Your Customers?

Imagine a stellar PPC program: Its CPCs are under control, the account is hitting monthly budgets right on the dot without caps, negatives are in place, and the structure is solid… However the lift in conversions and conversion rate is minimal at best. The above scenario seems to be common and most companies are content with their conversion rates because they believe their sites are fully optimized. Should a conversion rate really be acceptable just because it is on par with industry averages? Even when considering all the blood and sweat put in to drive quality traffic? Put in perspective, the performance of a brick and mortar store’s sales manager who cannot close the deal with 98 out of every 100 customers would likely result in one out of work manager.  So, why should we treat the online sales so differently?

The solution to overcome this fatigue is simple – listen to visitor engagement. Various customer insights tools, such as IgnitionOne’s engagement scoring technology, help advertisers overcome this strenuous task. Some of the applications of this technology that directly impact the conversion rates include:

  • Interactive Pop-Ins : Interact with those users that reach a threshold where they are more likely to convert
  • Smart Remarketing : Remarket to a selective pool of high quality leads
  • On-site Content Optimization :  Display the most relevant content to the user
  • CRM integration: Personalize email content based on relevant content
  • On-site to Off-site : Drive in-person store/showroom traffic through online incentives

Engagement metrics can shed some light on a PPC account’s performance from both direct response and branding perspectives.  Below are the metrics that are tied to campaign, group and keywords performance within the Digital Marketing Suite

  • Number of Sessions
  • Average Session Time
  • Average Score Change
  • Average Final Score
  • Average Page Views
  • Total New Users
  • Total Returning Users
  • Interest Categories

Now let’s look at one of the cool ways to slice and dice these engagement metrics and see how they can be utilized to close the loop for your SEM strategy. Below is a quadrant approach which divides keywords into two groups based on their location in the conversion funnel: Low Assisting vs. High Assisting.

The Low Assisting quadrant suggests that keywords higher in the conversion funnel with few conversions and low engagement (minimal average score change, low number of sessions, low number of interest categories) should be considered for replacement via search queries. Likewise, those low assisting keywords with high engagement scores indicate that the visitors are highly involved on the page but are not turning into closers. The area of improvement for these terms is testing landing pages or interacting with the visitor via Conversion Optimization tactics (pop-ins, lead forms, vouchers, etc.)

The High Assisting quadrant suggests that keywords lower in the conversion funnel with few conversions and low engagement should be maintained at best for future value.  On the other hand, high assisting keywords with high engagement scores should be considered true introducers, where as it falls on the advertiser to assign the trade-off value as a direct converter versus contributor.

While the above examples explain only a couple of direct response scenarios, a lot can be deduced from analyzing this data, including branding initiatives. The key benefit of this technology is adding in the visitor intent into the equation and tying it back to a PPC program’s success. It gives advertisers the chance to actively listen to their customers’ online behavior and let them choose what they desire to do with that information. Are you listening to your customers?

Want to learn more? Visit IgnitionOne or contact us.

IgnitionOne Announces Google Shopping Integration within the Digital Marketing Suite

Today, IgnitionOne announced the launch of another feature within its Digital Marketing Suite (DMS). Google Shopping will be seamlessly integrated into the platform, which will allow retail marketers to manage Product Listing ads side-by-side search, display and Facebook. The integration also allows marketers to combine IgnitionOne’s powerful attribution capabilities to track and optimize bidding across all media channels with best-of-breed semantic optimization. This automatically creates an optimal campaign structure in AdWords based on a semantically optimized product feed.

IgnitionOne’s DMS is the first digital marketing platform to integrate with Google Product Listing Ads with this combination of optimizations. This offering will provide retail marketers the tools to maximize their efforts in Google Shopping with seamless integration to product feeds, tracking, optimization and reporting.

Key Benefits to Customers:
Enhanced efficiency, allowing marketers to manage Google Shopping right next to search, display and Facebook with the fully-integrated centralized technology stack (DMS).
Improves ROI by combining semantic optimization and bid optimization with IgnitionOne’s cross-channel attribution capabilities, allowing marketers to allocate media budget more intelligently in order to get the most out of every dollar spent.
Marketers are able to see the full picture by leveraging sophisticated custom attribution profiles to best meet their needs.

Read the press release here.