MarTech https://martech.org Marketing Strategy, Marketing Technology, Marketing Transformation Mon, 09 May 2022 19:28:16 +0000 en-US hourly 1 https://wordpress.org/?v=5.9.2 A statistical picture of the cost of digital advertising fraud https://martech.org/a-statistical-picture-of-the-cost-of-digital-advertising-fraud/ Mon, 09 May 2022 19:28:10 +0000 https://martech.org/?p=352248 24% of web traffic is bots being used for fraud and theft.

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Thanks to technology we no longer have to worry which half of our ad budget is wasted. Now we can know how much of it is being stolen. Advertising fraud is a widely known, widely ignored and very expensive fact.

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How expensive? Let’s look at the numbers.

  • $68 billion: Expected worldwide ad spend lost to fraud this year. (Juniper Research)
  • $23 billion: Expected U.S. ad spend lost to fraud this year. (Juniper Research)
  • $100 million: Amount per day U.S. companies are expected to be losing to advertising fraud in 2024, an increase of 125% since 2018. (TrafficGuard)
  • 38%: Amount of web traffic that is automated/bots. (Imperva)
  • 24%: Amount of web traffic that bots used for fraud and theft. (Imperva)
  • 14%: Average clicks from fake sources in each paid search campaign. (ClickCease)
  • $1: Amount lost to fraud out of every $3 spent by advertisers. (Interceptd)
  • $5: Amount a botnet owner is charging per 1000 clicks. (ClickCease)
  • 73%: Number of U.S. businesses saying ad fraud is a problem for them. (Netacea)
  • 4%: Revenue lost by those businesses to ad fraud each year. (Netacea)
  • $100 or less: Price of renting a cheap botnet. (Threatpost)
  • 11%: Share of global ad traffic that’s invalid or fraudulent. (Statista)
  • 25%-40%: Estimated expected fraud rate for ad campaigns. (Anura
  • 36%: Amount of fraudulent/invalid display ad clicks. (PPC Protect)

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Why we care. In addition to the many obvious answers (theft is wrong, this means analytics/KPIs are entirely fictitious), there is another coming around the bend. If/when the recession hits, marketing budgets are going to get a lot tighter fast. Be nice if that money was accomplishing something for you, wouldn’t it?

Read next: Is there any incentive to crack down on programmatic ad fraud?

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3 ways to optimize first-party data collection https://martech.org/3-ways-to-optimize-first-party-data-collection/ Mon, 09 May 2022 17:29:59 +0000 https://martech.org/?p=352200 First-party data is more important than ever in a digital-first world.

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“Our digital future was happening well before a global pandemic; it just simply accelerated it,” said Mark Bornstein, VP of content marketing at ON24, in his presentation at The MarTech Conference. “But the way in which we engage has changed, and our ability to learn about people is changing as well.”

Industry experts have been well aware of the digital-first environment for years now. In fact, Gartner said that by 2025 almost 80% of B2B interactions between suppliers and buyers would happen through digital channels — and that was before the 2020 pandemic accelerated digital even further.

But, if marketing and sales teams can’t keep up with the acceleration of digital channels, customers will be more likely to abandon their brands. That’s why Bornstein recommends marketers take advantage of the wealth of resources offered by first-part customer data.

Here are three ways he recommends brands optimize first-party data collection.

Give viewers choices during webinars

“It’s amazing how webinars have changed over the past few years,” Bornstein said. “They’re more like TV programs than the PowerPoints of old. We see more conversational formats, such as interviews and talk shows. The audience is a much bigger part of the experience.”

He added, “We see companies creating experiences where audiences are not just watching a presentation, but they’re involved in it.”

interactive marketing webinars
Source: Mark Bornstein

Bornstein highlighted a webinar he liked that allowed users to make their own choices: You could click on webpages and different URLs, or ask for a meeting in real-time and then go to a calendar and schedule an event. Giving users options while viewing webinars can help brands make these digital experiences more engaging.

“When I talk about self-selection, that’s what I mean,” he said. “Some people are going to be top-of-funnel, and some people are going to be mid-funnel. And some people are going to be ready to engage with your company — you need to provide them with those options.”

Craft interactive content hubs

“We’re seeing more personalized content hubs,” said Bornstein. “No matter what page you navigate to, you’re going to get something specific, whether it is on a website or a targeted landing page.”

engaging marketing content hub
Source: Mark Bornstein

When marketers share content pieces from these hubs, Bornstein recommends adding multiple interactive elements to foster even more user engagement. Whether it’s an inviting CTA, an enrollment button, or a chatbot, marketers can enrich content experiences through interactive hubs.

The authoritative, informative content remains the most important element of these hubs, but marketers will miss out on conversion opportunities if they don’t help foster engaging reading experiences.

“Anything is possible with content experiences,” Bornstein said.


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Develop immersive virtual events

“A great virtual event experience is not just streaming presentations to an audience,” said Bornstein. “That’s not interactivity, and you’re not going to learn anything about those people.”

Bornstein and his team got a wake-up call about the necessity of interactive virtual events once the pandemic hit in 2020. They were in the middle of a big company tour and had to end it abruptly. Instead of hosting the next big event, they quickly shifted it into a virtual format. Then, they began brainstorming ways to collect valuable first-party customer information.

Instead of giving out free products and asking attendees to meet with event speakers (as in a live event), Bornstein’s team decided to offer interactive digital content options to keep audiences engaged in their virtual environment.

interactive virtual events
Source: Mark Bornstein

There are many interactive technologies available, so marketers would be wise to incorporate them into virtual events. The key differentiator between boring and engaging events may lie in the way they bring viewers into the experience.

“The smart marketers out there are not building virtual events to be presentations,” said Bornstein. “They’re building virtual events as real experiences.”

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3 ways to optimize first-party data collection First-party data is more important than ever in a digital-first world. screenshot-thirddoorevents-production.sfo2_.cdn_.digitaloceanspaces.com-2022.05.09-10_28_14 screenshot-thirddoorevents-production.sfo2_.cdn_.digitaloceanspaces.com-2022.05.09-10_25_35 screenshot-thirddoorevents-production.sfo2_.cdn_.digitaloceanspaces.com-2022.05.09-10_27_01
Cord cutting gains steam after 4% drop last year https://martech.org/cord-cutting-gains-steam-after-4-drop-last-year/ Mon, 09 May 2022 15:48:13 +0000 https://martech.org/?p=352242 US cable subscriptions down by 30 million since 2020.

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Cord cutting is gaining steam again, with 30% of US cable users saying it’s likely they will end their subscriptions in the next six months. That’s up from 26% last year and about the same as in 2020, according to a new poll from YouGov.

Cable subscriptions down. Overall, there are about 30 million fewer cable subscribers in the US this year than in 2020 where there were slightly more 140 million. People who have both cable and OTT subscriptions are the largest segment of US TV viewers at 32%. Next up are the cord cutters who are 19%, then 13% who only have cable and 11% who subscribe to streaming services but never had cable.

Read next: Cable TV subscriptions set to drop below 50% of all US households

Top streamers. For all the hand-wringing (and stock-price falling) about the drop in Netflix subscriptions, the company still has 63% of the US streaming market, followed by YouTube (44%), Hulu (42%) and Amazon Prime (39%). Fast-growing Disney+ has 27%. And you know YouTube’s pop-up ads for its TV service? Apparently they’re not doing the trick, as only 9% of viewers have signed on.

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Live TV. The pandemic has been hard on live TV. There’s been an 11% drop since 2018, with only 79% of Americans now saying they watch it at least once a week. That’s nearly tied with on-demand, which jumped from 68% four years ago to 78% in 2021.

Netflix news. Other good news/bad news for Netflix from the survey: Only 25% of Americans say they share passwords for streaming services. That’s pretty good, considering 36% say it’s OK. On the other hand, the company had only two of the top 10 most popular new series last year, while Disney + had six. CBS and The CW had the other two.  

Odd fact. 8% of viewers say they enjoy watching TV/videos more when it has commercials.

Why we care. Despite slowing last year, it’s clear that cord-cutting is going to keep going. This is really bad news if you’re a cable company and really useful if you’re trying to plan your ad-spend. The 8% not above is truly an outlier, 62% of viewers say commercials make viewing less enjoyable. This is not a hopeful sign for Netflix ad-supported viewing plans.


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Here’s how startups and small companies should build their marketing stacks https://martech.org/heres-how-startups-and-small-companies-should-build-their-marketing-stacks/ Mon, 09 May 2022 15:47:41 +0000 https://martech.org/?p=352212 A guide to building your initial martech stack - the right way.

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As a startup founder in the martech industry, I’m routinely asked by other founders what should be in their marketing stack. It was also a topic of discussion during a birds-of-a-feather session at the MarTech Conference. It would be nice to respond with “acquire these ten products, and then you’ll be all set,” but unfortunately, that’s not how marketing works. Many factors impact product selection: marketing objectives, budget, composition and skills of the marketing team, and the market and competitive environment.

Startups are very different from established companies from a marketing perspective. They have no established brand position, limited personnel and little to no budget for technology. They may be entering uncharted territory by defining a new market category or jumping into an already crowded space with well-established competitors. So, where to begin?


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Marketing objectives

You can’t be successful in building your tech stack without first creating well-defined marketing objectives. You should have 3-5 high-level achievable objectives for the year (no more, or you’ll drive yourself insane). They should be aligned with the company’s business objectives and current position in the market (don’t set an objective for market leadership when you have no product or no revenue – it’s not achievable nor believable).

Here are some guidelines.

If you are entering an already established market category, your first objective should be related to positioning and differentiating the company and creating brand awareness. Creating a new market category should be about market education and socializing the new category. Do not create a new category if you don’t have to. I’ve done it twice under duress, and it requires a huge investment in market education and hard work to ensure that there is a line item for your product in your customer’s budget. In addition, if you define a new category and remain the only company in that category it is not a category. It is just a marketing description.

Your second objective should be related to the most important thing you need to do in the coming year, e.g., drive leads, revenue, launch a product, etc. You can customize your objectives to support your particular goals. As you write your objectives, you should identify the metrics that will define success for each objective so that you can quantify what you are trying to achieve.

Technology requirements

When you are clear on your objectives, you can then define how you will achieve those objectives in a marketing plan. Content marketing will be a large component of your marketing plan for most startups because it is cost-effective and impactful. With your marketing plan in hand, it becomes straightforward to build a technology plan. You need to look at each component of your marketing plan and define where you need technology to support each component and what you need the technology to do.

Experienced marketing operations professionals will be the first to tell you to start by defining what the technology needs to do before determining what type of technology you need. Don’t start with a technology shopping list, e.g., CRM, email platform, analytics, etc. Even though you may instinctively know that you need a CRM system to satisfy a need to manage contacts, to select the right one for your environment you need a clear definition of what it needs to be able to do for you. Continuing with CRM as an example – besides managing contacts, do you need it to send emails individually and to lists? Do you need it to create a pipeline structure in a specific way? What sort of reports do you need to generate? Does it need to give you the ability to create landing pages? With a comprehensive list of needs in hand, you can identify the types of technology required in your stack, and in many cases, you may find that one type of technology addresses multiple needs.

Cheatsheet

It’s important to do the work noted above, but as a starting point, I can confidently say you’ll most likely need the following components in your stack:

  • Source of lead data.
  • CRM to manage contacts.
  • Email platform or marketing automation system (note: some CRMs will provide you with enough of this capability to get you started).
  • A variety of content creation and management tools.
  • An analytics platform (could be as simple as Google Analytics).
  • A social media management platform.
  • Productivity and collaboration tools.

The work defining functional needs will be vital in selecting the right vendor for each of these categories. As you think about functional requirements, don’t forget to think about which pieces of your stack will need to integrate with one another frequently, which will dictate your vendor options.

Choosing the technology that’s right for you

Once you’ve determined the type of technology you need in your stack, two critical factors in choosing the right vendors for your environment are cost and skills. Most startups are budget constrained, and marketing technology frequently follows programs and people when it comes to the budget. That’s the bad news; the good news is that numerous excellent products are free, cost very little or offer significant discounts to startups, so you should get what you need within your budget constraints. And, remember you are not selecting technology that will be in place forever. As a startup, get what you need for the immediate future.

By nature, startups move fast, and startup employees generally perform multiple functions. Your team members must become “jacks of all trades,” leaving little time to master complex tools. Finding tools that are easy to implement and use is critical. Not every tool will be intuitive, and your team may need some new skills to leverage them properly. Invest in training. There are free programs and webinars as well as courses that charge for participating. You’ll get a great return by empowering your team to keep learning.

What next?

If you follow the guidelines above, you’ll have no trouble building your initial stack, and you’ll establish good discipline around technology selection at the same time, which will serve you well in the future. However, recognizing that some of you are under a lot of pressure and want to know what to put in your stack, I’ll share two things:

1) My company’s martech stack, which is continually evolving as we test and try new things.

2) The most popular tools in use by businesses with less than 100 people, which we’ve extracted from the aggregated data on our stack management platform:

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So you think you’re a martech genius? https://martech.org/so-you-think-youre-a-martech-genius/ Mon, 09 May 2022 14:00:00 +0000 https://martech.org/?p=351331 Take our quick 10-question quiz to find out!

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Marketing is more complex than ever. And its evolution is accelerating. Agile, automation, blockchain, attribution… web3, DMP, CDP, DKIM… the metaverse

Keeping up is essential. Are you? Test your martech IQ with our fun and informative 10-question quiz!

Once you’re done, share this quiz and challenge your friends!

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8 companies that use social media marketing effectively https://martech.org/8-companies-social-media-right-marketers-can-learn/ Fri, 06 May 2022 18:10:37 +0000 https://martech.org/?p=198228 Are you reaching your audience on social media? Here are some of the most successful campaigns to use as inspiration.

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There are many emerging social media platforms that marketers would be wise to take note of. These new platforms enable digital marketers to better connect with their target audiences. For example, TikTok gains eight new users per second and claims the top spot in the global app download charts.

Other emerging platforms — like Twitch and Discord — are becoming increasingly popular, making them ideal tools to include in your marketing strategy. While these networks may have a comparatively smaller user base, they focus on different niches and are helpful for targeted advertising. For instance, these two platforms have large communities of online gamers.

Regardless of which platform you choose, you must engage your audience and capture their attention. This article will discuss eight modern campaigns that you can use for inspiration when marketing your brand.

TikTok’s Re: Make campaign

In July 2021, TikTok challenged its community to think about the most memorable advertisements in recent history and create their versions of the ads for its Re: Make campaign. The idea was to turn iconic commercials into TikTok shorts.

people taking part in Tik Tok's re:make campaign

The first brands to participate in the Re: Make initiative were Skittles, Snickers, and Old Spice. It was a great way for TikTok to stay in contact with big companies like these and get them to participate in future Re: Make campaigns. It also boosted engagement tenfold and led to tons of user-generated content. TikTok launched the campaign and let its users do the rest.

The brilliance behind Re: Make was that TikTok, despite being a platform for new-age content, had now briefly become a creative hub to reimagine the ’90s and 2000s nostalgia.

This campaign was a success because it combined the familiarity of growing up with an increasingly popular application like TikTok. This shows that content can be recycled and still have a massive impact.


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Anhueser-Busch’s “Let’s Grab A Beer” by Wieden+Kennedy

In 2021, American brewing company Anheuser-Busch came together with Academy Award-winning director David Fincher and musician Atticus Ross to create the excellent “Let’s Grab A Beer” campaign.

This ad creates an escapist reality wherein consumers associate the product with positive emotions.

The ad aired at the 2021 Super Bowl, and Anheuser-Busch continued to build on the initial success of its campaign by adding a call to action through its collaboration with the White House, giving out free beers to those who got vaccinated. This also enabled them to share user-generated content from social media at the same time.

This campaign combines the shared and common experience, the festive vibe of the Super Bowl, famous actors, and user-generated content. This creation of a collective and optimistic future using the free distribution of its product and user-generated content made this campaign an instant success.

LEGO’s Rebuild the World campaign by BETC

LEGO’s Rebuild the World campaign by BETC

The 2021 iteration of the company’s Rebuild the World campaign, named “The Damp Knight,” focuses on creativity in children – it celebrates children as experts in creative problem-solving. The commercial demonstrates what can be accomplished when individuals come together to solve problems and overcome challenges.

The ad follows a classic template: make the audience sympathize with the protagonist (the Damp Knight), trying to cross the river to see his friend, the bear. However, the conflict is eventually resolved when people of different occupations come together, using their varied skills to help the knight.

Although this campaign uses a rather traditional story, it shows that it can still be effective, depending on the context of your product. As a result, LEGO was able to market to both children and adults on social media and boost its overall revenue by 27%.

Starbucks’ in-store augmented reality experience

A Starbucks outlet in Shanghai became the first Starbucks to offer an augmented reality (AR) experience in its outlet. Customers have to download an app that enables them to unlock this experience. They can point their phones at key features around the roaster, like the cask, which will display new information, acting as a tour guide. Customers can explore the space and collect virtual badges. Once they order all, the customers receive a custom roastery social media filter to share.

Emily Chang, senior vice president and chief marketing officer for Starbucks China, said, “We wanted to create a completely new brand experience for our customers. Coffee is already such a deeply sensorial experience, even before the first sip: from hearing the unmistakable sound of beans being freshly ground to inhaling that rich aroma and sipping your perfect blend, brewed just right. We wanted to take that customer experience even further.”

This campaign transforms a seemingly everyday experience into a unique and immersive experience. By leveraging trendy technology and the authenticity of your product, you can create an effective campaign that helps your business grow.

Coca-Cola’s metaverse campaign

The metaverse is a digital space where people can interact, play, work, and socialize. Many companies, such as Meta (formerly known as Facebook), invest heavily in developing the metaverse.

Coca-Cola has leveraged this exponential interest in the metaverse, especially by its younger customers, to launch a “Coca-Cola Zero Sugar Byte,” which will “bring the flavor of pixels to life.” This drink will be launched in the metaverse before being available in stores.

The innovative marketing approach is proving to be effective as revenue per launch has increased by 30% and gross profit per launch by 25%, compared to previous years. 

Coca-Cola’s campaign demonstrates that tech will invariably play a significant role in innovative marketing techniques. By using disruptive technology and catering to the desires of its millennial customers, Coca-Cola has effectively combined tech, creativity, marketing, and product development to improve the returns on its campaigns.

Hershey’s Twitch campaign

Twitch is an interactive live streaming service for content spanning gaming, entertainment, sports, music, and more. Hershey’s started its campaign on Twitch in 2019. They advertised through video ads on Twitch itself, participated in TwitchCon, and sponsored two Twitch streamers, Tim “TimTheTatman” Betar, Ben, and “DrLupo” Lupo.

More recently, Hershey’s has continued its partnership with Twitch to promote its brand Oh Henry! They want to improve the brand’s relevance and become the go-to snack for gamers. With every purchase of the Oh Henry! Level up bar, customers receive “Bits” – an online currency that Twitch viewers can use to support streamers and get access to special features on the platform.

Kaetlyn Graham, senior marketing manager at The Hershey Company, noted, “Since Twitch reaches a highly engaged target and enables on-pack branding and video advertising, the partnership just made sense.”

Hershey’s figured out precisely what consumer segment they want to target and has effectively found the right platform to reach a highly engaged consumer base. Platforms like Twitch often have a sense of community, which can prove to be a highly lucrative source for promoting and developing your brand.

The ASICS NFT campaign

ASICS became one of the first sportswear brands to launch an NFT campaign. In July 2021, ASICS announced the ASICS SUNRISE RED™ NFT COLLECTION – a footwear release available via a digital auction.

NFTs – non-fungible tokens – allow owners exclusive ownership rights for a particular digital asset. Given that NFTs are non-duplicable and unique, brands can use them to further enhance their brand exclusivity and positioning on social media.

“At ASICS, we strive to be at the forefront of innovation in the sporting goods sector,” said Joe Pace, Head of Business Development, ASICS Running Apps. “So, while we are excited to drop the world’s first digital shoe release from a major sporting goods company, this is only the beginning. In coming together with some of the most creative and forward-thinking digital artists in the world through our new Artist-in-Residence program, our long-term vision is to push the boundaries of digital goods to inspire physical activity.”

Oscar Mayer’s Bologna Face Mask

Oscar Mayer is an American meat production company that has ventured into the skincare industry with its iconic “Bologna Face Mask.” Earlier this year, the meat company, a subsidiary of Kraft Heinz, released its unique product, which sold out within a few hours on Amazon.

The product’s branding and packaging were impeccable. The packaging mimics an Oscar Mayer deli meat box, except for a message written in giant red letters on the back that says “DO NOT EAT BOLOGNA MASKS.” Of course, the masks are not made of real bologna.

The goal of this social campaign was to evoke quirky childhood memories of nostalgia wherein kids in school would take bites out of their bologna slices to make eyes and mouths and stick them on their faces during lunchtime. It even encouraged customers to take selfies wearing the masks to foster engagement on social channels.

The eccentricity of the product, combined with the targeted social media marketing through YouTubers and beauty influencers, made this campaign an instant hit.

The key to learning from this campaign is that you can use your product or brand’s eccentricity to your advantage if you combine it with effective marketing. In this case, the quirky product worked well with the audience as it was marketed in a targeted manner through trendy influencers.

Brands should pay attention to social media

As the lines between real-life and virtual ownership continue to blur, brands can use social media to their advantage by launching technologically advanced products and keeping up with digital evolutions. It enhances the ability of a company to stay relevant and connect with customers who have already engaged with these new trends.

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Ceros announces new integrations with sales enablement platforms https://martech.org/ceros-announces-new-integrations-with-sales-enablment-platforms/ Fri, 06 May 2022 17:43:18 +0000 https://martech.org/?p=352218 The interactive content platform will deliver creative directly to Highspot and Showpad.

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Ceros, the interactive content platform, has announced new integrations that will enable direct delivery of its creative content to the sales enablement platforms Highspot and Showpad.

What Ceros does. Ceros offers a collaborative digital canvas for the creation of interactive and animated content with no coding required. It offers industry-specific templates and preset animations. It already integrates with a wide range of CMSs.

Building a connected creative stack. These integrations will facilitate the distribution of content created in Ceros to sales teams within the sales enablement tools they use daily. They come in addition to a series of other recent Ceros integrations:

  • With Adobe Marketo Engage and HubSpot, allowing users to deploy forms or other assets from their marketing automation systems within Ceros creative experiences.
  • With the Getty Images stock image and video library and the Noun Project SVG icon library.
  • With social platforms including Pinterest and Snap.

Why we care. It’s about standing out from the crowd. Prospects are bombarded with digital content, from websites and landing pages to white papers and eBooks. Ceros’s interactive content offering is one of the solutions out there that supports the creation of experiences that can be engaging, drawing longer user attention spans and reinforcing brand identity.

We see Ceros gradually extending its solution, now across sales as well as marketing organizations, to increase the efficiency of the connected creative stack.


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A guide to the strange new world of identity resolution https://martech.org/a-guide-to-the-strange-new-world-of-identity-resolution/ Fri, 06 May 2022 17:29:52 +0000 https://martech.org/?p=352217 What are the strengths and weaknesses of different data providers?

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Effective marketing depends on knowing who you’re marketing to. In the digital world that’s becoming harder than ever as third-party cookies are phased out. Speaking at The MarTech Conference, Integrated AdTech CEO Ken Zachmann walked listeners through the challenges and opportunities of identity resolution in this new environment.

“Cookies have been what we’ve really focused on to do everything that we do as marketers,” Zachmann said. “This big change that’s happening, and not to be dramatic, but we’re calling it the cookie apocalypse.”

Here’s some cookie apocalypse numbers: Chrome accounts for more than 50% of all browser usage. So, when third-party cookies are gobbled off Google’s browser, that’s a loss of 50+% of that information. That’s on top of the 30+% lost when Safari and Firefox killed cookies. You can understand the eschatological reference.


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Life after cookies

There are still many ways to gather information, of course. However, they all come with their own identity resolution drawbacks. 

  • Personally Identifiable Information data providers (PII): These are companies like LiveRamp or Acxiom or Experian Marketing Services who take PII information – first name, last name, email – and build profiles of individuals and households. “The challenges that they’re going to face when they build out these identities is scale,” said Zachmann. “As increased iOS limitations come on, as increased consent management from different states are released, they’re going to have to really work very diligently to make sure that they’re maintaining proper consent to manage these different PII standpoints.” There are also issues about interoperability, he added. These providers like to keep their data to themselves and have companies use their stacks for activation and measurement. 
  • Probabilistic data providers: They make probable assumptions about what a group of intenders or users or consumers are going to be doing. They use a subset of seed data, one-to-one level data about someone. That could be an email from a place they’ve registered, then the provider will add data from other places where that email address has been used, like e-commerce, news, etc. This lets them build a pretty good demographic picture of this person, without knowing who they are. From there the provider will use this small seed set of data and blow it out using look-alike modeling or analytics. “It can be very effective as far as getting more scale,” said Zachmann, “but the accuracy gets decreased and oftentimes we’re paying for users who may or may not be interested in the offer we have on the table.”
  • Authenticated hashed email (HEM) data providers: They take regular email addresses and encoding them using a cryptographic hashing function. This creates an obfuscated string of characters, or hash, to represent the email. This creates an identifier that doesn’t share restricted information and can then be used as a single unified identity used for tracking across channels and devices. relate to either household propensities, intent, behaviors, contextual reading behaviors. “The problem with these hashed emails is that they only have about a 20% to 40% reach,” said Zachmann. “Because they’re hashed and because hashed email really can’t be either denominized or shared … you kind of have to stay in their world or in their sandbox.”
  • Data Management Platform (DMP) data providers: These are companies like Oracle or Lotame and others that build backbones of data. They use their own first- and second-party data and assign a proprietary ID to them. “Tricky part about DMP’s is that while they have large scale they don’t often have the ability to have their ID interoperable between other platforms,” said Zachmann. “Like moving the ID to say the trade desk where you want to activate your ads or moving it to a measurement partner that you already use. Oftentimes those ID’s right now don’t talk together and it’s really difficult to do addressability and measurement when the DMP’s ID is more insulated.”
  • App data providers: They collect information about where and when their app users engage in content and make purchases. And they’re able to stitch that data to a household IP, which gives them yet more data. They are in the midst of their own “APPocalypse.” Apple now requires them to get users’ consent for collecting data. Although Google is dragging its feet on the issue, they are moving in that direction and already require apps to disclose what is being collected and why. “I think right now the opt in rates across the US is only about 24% of iOS users who are opting in to be targeted on their device,” said Zachmann. 
  • CTV: A lot of the people who cut the cord with cable TV are using connected TV devices like Roku and Fire TV Stick. Those devices have IDs and the companies combine that with your IP address and first party data to create the information they sell. “They have a known measurement stack and are becoming a bigger part of the pie,” said Zachmann. They can be part of marketers’ data mix, but not all of it, he added.

Identity resolution is not only critical to marketing success but is essential for compliance with consumer privacy laws such as CCPA and GDPR. Explore the platforms essential to identity resolution in the latest edition of this MarTech Intelligence Report.

Click here to download!


There may be a solution

The best currently available solution is also one of the hottest new buzzwords: Clean rooms

These use privacy-enhancing technology which lets data owners (including brands and publishers) share customer first-party data in a privacy-compliant way. This makes it possible for first-party data for the same person, from different sources, to be combined even while they remain anonymous. 

Read next: Why we care about data clean rooms

“They’re really … shaking up the identity landscape because they’re providing this system where you can go in, put in your data [and] they’re going to take care of it for me,” said Zachmann. “They’re going to cleanse it, make sure all the opt outs are removed, make sure everything is done, and all the consent management profiles are maintained.” They’re a good way to deal with both interoperability and privacy issues, he added.

Identity resolution platforms: A snapshot

What it is. Identity resolution is the science of connecting the growing volume of consumer identifiers to one individual as he or she interacts across channels and devices.

What the tools do. Identity resolution technology connects those identifiers to one individual. It draws this valuable data from the various channels and devices customers interact with, such as connected speakers, home management solutions, smart TVs, and wearable devices. It’s an important tool as the number of devices connected to IP networks is expected to climb to more than three times the global population by 2023, according to the Cisco Annual Internet Report.

Why it’s hot now. More people expect relevant brand experiences across each stage of their buying journeys. One-size-fits-all marketing doesn’t work; buyers know what information sellers should have and how they should use it. Also, inaccurate targeting wastes campaign spending and fails to generate results.

This is why investment in identity resolution programs is growing among brand marketers. These technologies also ensure their activities stay in line with privacy regulations.

Why we care. The most successful digital marketing strategies rely on knowing your potential customer. Knowing what they’re interested in, what they’ve purchased before — even what demographic group they belong to — is essential.

Read next: What is identity resolution and how are platforms adapting to privacy changes?

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Accelerate customer journey automation with this CDP roadmap https://martech.org/accelerate-customer-journey-automation-with-this-cdp-roadmap/ Fri, 06 May 2022 17:18:57 +0000 https://martech.org/?p=352216 In this webinar, learn how Autodesk created a future-proof stack to achieve a seamless, omnichannel customer experience.

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Leading companies are focused on creating stronger customer experiences that span multiple channels and feel cohesive and meaningful to end-users. But many teams struggle to effectively combine legacy tools and emerging technologies required to build effective omnichannel experiences.

Autodesk partnered with ActionIQ to develop a future-proof stack that would empower a self-service approach to achieving superior omnichannel CX. Join this virtual session to learn how you can accelerate your approach to mastering omnichannel customer journeys.

Register today for “Is Your Marketing Stack Ready for Omnichannel CX?” presented by ActionIQ.

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Better reporting can improve email performance https://martech.org/better-reporting-can-improve-email-performance/ Fri, 06 May 2022 14:05:47 +0000 https://martech.org/?p=352170 When it comes to improving your email programs, it's all about the numbers.

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Whether you think of email as an art, a science or both (as I do), there’s no escaping the reality that email is a numbers game through and through. Knowing which numbers (or metrics) to track will help you assess and continually optimize your email program’s performance and help you find useful solutions to improve it.

But that’s only the beginning. Numbers need context to give them meaning. That’s where effective reporting comes into play.


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Six ways email reporting builds your email program

Although it’s a key component of successful email marketing, email reporting can be a major challenge for many email teams. Reporting often takes a backseat when the email team has one person on it, or the team manages many other channels besides email.

But when you do reporting right, your reports can help you drive success in six ways:

  • Track trends: Reporting, especially when done at several time intervals such as weekly, monthly, yearly, and year-over-year, will help you see where your numbers are trending up or down.
  • Generate insights: Your reports will include your insights, based on these trends, into diagnosing problems and suggesting ways to improve your program or new areas to explore.
  • Budget and plan effectively: Regular reports will help you see if you’re spending your current budget on things that work and highlight areas where you might need to seek additional funding to close gaps or move your program forward.
  • Drive testing: The insights you gain from regular reporting can also highlight areas you want to test. This goes way beyond a one-off subject line or call-to-action testing. Instead, your reporting can guide tests in message content, design, strategy and other high-level areas.
  • Inform leadership: An in-depth, organized report with figures, analysis and insights keeps your leadership clued into your email performance. Your executives will be more likely to read your reports if they know they’ll learn valuable information, not just stare at columns of numbers presented without context.
  • Show email’s value to everyone: Reporting helps everyone from your email team understand how email contributes to the company’s goals and bottom line. When everyone understands this value, you can more easily build a business case for sustained or additional funding.

As I noted, email reporting is often something that marketers leave to the last minute. That doesn’t give you much time to study your numbers, to think about what they mean in the long run, or how you could use them to improve or expand your email program.

Good reporting forces you to evaluate what the numbers tell you, whether you are compiling a presentation for your senior executives, prepping for your weekly team meeting or summing up what you know as a one-person email department.

You’ll delve below the surface, ask questions and look for answers in your data and use what you find to do email better. You’re not simply listing numbers on a page or in a PowerPoint and filing it away.

Email reporting: Three insights into the state of play today

As I’ve learned in working with clients, everyone does email reporting a little differently. Some marketing teams do all the work themselves. Others have dedicated insight, data or business intelligence units that can do their work.

Many email marketers who create their reports themselves have just enough time to look at the high-level numbers they see in their ESP dashboards – the campaign-by-campaign opens, clicks, and (maybe) conversions.

The heart of email reporting is what you do with the numbers – how you analyze them, what insights you draw from them and how you use them to improve your email program.

Two recent surveys primarily of UK email marketers show the wide range of treatments email reporting receives.

1. Time spent on email marketing is increasing slowly

Econsultancy’s 2019 Email Marketing Industry Census found that 35% of email marketers spent more than two hours of their regular workweek on email reporting. Although 7% of marketers said they spent no time on reporting, 29% spent 2-8 hours, while 6% spent more than eight hours.

That continues a slow uptick in time spent on reporting over the last few years. In the 2017 Census, for example, 25% spent more than two hours on reporting.

Is this good news or does it mean reporting is getting harder to do?

Given how many email platforms now include campaign reporting in their dashboards, thus making the numbers easier to access, I’d like to assume that means more marketers are looking at those numbers and using them to compile even basic reports. And a basic report is better than nothing – it’s the first step toward compiling a really useful analysis.

2. Marketers are (somewhat) confident about their reporting ability

According to the Data & Marketing Association’s 2021 Email Tracker, 54% of marketers say their companies have a “leading” or “good” level of sophistication in their ability to analyze performance, a key component of email reporting.

That’s just slightly behind their confidence in creating email strategy (62%) and creative content (58%). Again, 6% of marketers said their companies don’t analyze email performance.

3. Marketers struggle with reporting

We know from our own client work and from anecdotal and survey results that many don’t have time to do the in-depth analysis that a good email report needs.

Easy access to campaign-level metrics like open, click and conversion rates and inbox performance (unsubscribes, bounces, delivery rates and inbox placement where available) gives them enough data to compile a simple performance report but not the deep-dive analysis needed to understand what’s happening and how to use the data to improve their programs.

Having an email system that makes reporting easy should be a factor in choosing an ESP. The ideal setup automates as much of the data compilation as possible. This reduces the drudgery of manually importing data from spreadsheets and creating visuals for presentations.

In the work my consultancy does for our clients, we pull data from ESPs, e-commerce systems, CRMs, Google Analytics and other integrated data providers into an Excel file that feeds into a PowerPoint presentation. As long as we can pull data into a master Excel document, it will propagate automatically in PowerPoint.

Thus we spend less time adding numbers and more time reviewing and analyzing the numbers and coming up with useful insights and trends. This gives you numbers and context you can cite quickly as well as an official document to pass on to senior executives and to archive for our clients’ own research and planning.

Items to include in your email report

What you include will vary by your brand, the kind of email marketing you do, your vertical, your email goals and strategies and other variables. But these sections should be part of most reports:

1. Essential performance data

This includes campaign-level data involving both process metrics (email activity) and business metrics (conversions, number of sales, average basket value, average or median revenue per email and other goal-oriented metrics).

2. Historical data and trends

These indicate trends, ideally week-over-week, month-over-month and year-over-year comparisons. Include data for list growth, campaign metrics, all of your automated email programs and other relevant data.

Besides the usual performance data you can pull from your ESP and other platforms, crunch the numbers in several different ways to give you an expanded view:

  • List growth: Include both your total emailable list (all of the active email addresses in your audience, not including unsubscribers, spam complainers, long-term inactive addresses and others) plus new subscribers, new unsubscribers and your subscriber churn (net growth or loss) during the measurement period.
  • Reach analysis: This reviews the percentage of contacts who acted on at least one email campaign over a set period. It includes both open reach (the percentage who opened at least one email) and click reach (the percentage who clicked at least once in the same time period), but both send and purchase reach can also be used.

3. Insights

Here you extrapolate what the data means. Provide context such as extenuating circumstances, changes in your audience or email strategy, external events that affect performance and other enlightening information.

4. Hypotheses to test

Your email data influences your testing program. So, look at things you could test for, such as frequency, content or segmentation strategy, audiences and more.

5. Questions and concerns

Separate from insights, use this space to highlight issues that the numbers reveal, such as declining performance of a specific email program, increase in inactivity or challenges in acquisition.

6. Recommendations

Ideas for improving performance using both capabilities you have in your current technology or outlining how new technology could help you achieve specific goals.

7. Screenshots of recent email campaigns

These visuals keep people in the loop, like your senior executives who don’t monitor your email campaigns as closely as you and your team do. And – let’s be honest – it lets you show off your best work, too.

Report it now, use it later

The time you put in now on your email reporting gives you an advantage later when the time comes to work on your email budget, revamp your email goals and strategies and even help you find a new email vendor as your program grows.

You’ll be a step ahead because you’ve done the analytics, identified your challenges and opportunities, and answered tough questions. Your reports will give you material to guide your steps and choose the right strategies and tactics that will help you achieve your goals.

My hope here is that if your own email reporting practices could use a tune-up, you’ll use the background information and practical advice I provide here to improve your own email reports. And if you’re proud of your email reports and how you incorporate them into your everyday email practices, I would love to hear about it!

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