The Integrated Marketing Playbook: How to Create Simplicity from Complexity


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Digital marketing has the potential to achieve the dreams marketers have held for generations: the ability to directly reach potential customers at the right time, with the right message, every time. This dream consists of the extraordinary ability to track marketing efforts and consumer behavior in order to optimize budget and understand the audience and what is most effective, as well as the innovation and technology to manage all of this efficiently and easily.

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The Integrated Marketing Playbook: How to Create Simplicity from Complexity

  1. 1. The Integrated Marketing Playbook:How to Create Simplicity from Complexity A fundamental guide for digital marketers
  2. 2. The Integrated Marketing Playbook: How to Create Simplicity from Complexity A fundamental guide for digital marketers
  3. 3. 4 Foreword7 Chapter 1 The Evolution of Direct Marketing to Integrated Digital Marketing17 Chapter 2 Setting Your Organization Up for Success27 Chapter 3 Tools and Technologies for Integrated Marketing37 Chapter 4 Centralized Data for Actionable Insights43 Chapter 5 Bridging the Gap: Advertising, Conversion Optimization and Marketing Automation49 Chapter 6 Optimization: Get More, Do More, Learn More57 Chapter 7 The Future of Integrated Marketing65 Chapter 8 Discussions on Integrated Marketing78 Glossary of Terms80 About IgnitionOne 3
  4. 4. Foreword Will Margiloff, CEO | IgnitionOne The Integrated Marketing Playbook: How to Create Simplicity from Complexity D igital marketing has the potential to with their own data sets and their own way achieve the dreams marketers have of looking at the conversion path. In addition held for generations: the ability to to data and tools, the silos set up in our own directly reach potential customers at organizations end up working against central the right time, with the right message, every time. marketing goals by putting the focus on the This dream consists of the extraordinary ability to success of individual tactics or channels. track marketing efforts and consumer behavior This structure does not have to be the norm. It in order to optimize budget and understand the is possible to integrate your marketing. Break audience and what is most effective, as well as down those silos, break down the walls, connect the innovation and technology to manage all of the dots and centralize data, tools and efforts. this efficiently and easily. We have written this guide to serve as a While achieving this dream is closer than it has valuable resource when mapping out how to ever been, digital marketing has become so approach integrated digital marketing in your complex due to the multitude of point solutions organization. It is our goal to answer some core that have flooded the digital landscape, each issues marketers face:4 Foreword
  5. 5. What are the central challenges to achieving We hope that the discussion won’t stop here integrated digital marketing? and that you will continue to comment and How do I set up my organization to facilitate share your thoughts on integrated marketing. and take advantage of integration? Please reach out and share your feedback with us anytime at or on How do I centralize tools, data and Twitter @IgnitionOne. measurement to achieve integrated marketing? Will Margiloff What is the payoff for integrating my CEO marketing? IgnitionOneMany people assisted in the creation of “TheIntegrated Marketing Playbook” and their timeand efforts are thoroughly appreciated. Wewould also like to thank our CMO contributors,Julie Cary of La Quinta Inns & Suites and PeterMcDonough of Diageo for graciously agreeingto share their insights with us. Technology Centralized Media Data INTEGRATED MARKETING User Site Behavior Experience Aligned Goals 5
  6. 6. 1The Evolution of DirectMarketing to IntegratedDigital Marketing 7
  7. 7. The Evolution of Direct Marketing to Integrated Digital Marketing Stephan van den Bremer, Managing Director, Europe | IgnitionOne New Data = New Opportunity, New Responsibility T he phrase, “integrated marketing” requires data resources and ways to now seems as ubiquitous as analyze them. “synergy,” “thinking outside of the box” and of course, “paradigm shift.” Our industry has spent a lot of time recently But how many companies are actually moving talking about how we navigate lots and beyond the hype and executing the integration lots of data, so much in fact that we’ve just of marketing efforts well? In a survey done by decided that it’s, well, BIG. Beyond the buzz, the Association of National Advertisers (ANA ), 1 Big Data is about processing, segmenting 51% of marketers claimed to be developing and and understanding large amounts of data to executing integrated marketing programs for all be actionable in real-time. In that sense, the brands/products/services. This is up from 19% term “real-time actionable information,” would in 2006. So who are these brands and what are be more appropriate. Data is meaningless to they doing? Are they any more successful than a marketer, unless it can be translated into those brands not using integrated strategies valuable information. Similarly, a pile of bricks and tactics? is not a house. Reaching the level of having a unified and To be “actionable in real-time” is a very big holistic view on digital marketing programs statement in and of itself. For years, marketers 1 ANA Survey 1/20128 The Evolution of Direct Marketing to Integrated Digital Marketing
  8. 8. have been able to piece together data for Point Solution Innovation:disparate media optimization systems, but Our Savior and Secret Enemythat data is crunched in a third party solution(often something as unsophisticated as Excel), Online marketing has come far in the last 17 years. In such a young field, we’ve seen soand then the decisions made off of that data many chapters of innovation as the industryare usually delayed as humans determine the has matured. From the early days when theproper action. This is a far cry from making big Internet was poised to change every facet ofdata “actionable in real-time”, and it is not really our daily lives and create world peace, to thepossible to act in real-time with such disparate days after the “dot com bust” when peoplemedia optimization. thought digital marketing would never pan outPut simply: If your marketing team is managing - we’ve seen many concepts come and go. But over time, the establishment and acceptanceonline media and site optimization via a series of core digital marketing channels has spedof point solutions while attempting to stitch innovation that marketers can, and must, keeptogether big data sets, you are already behind pace with to stay competitive. This innovationyour competition. has created huge expectations of the benefitsWe are already seeing the most innovative that new technology, new devices, andmarketers racing to consolidate their online new monetization allow people to connect, communicate and budgets into a unified DigitalMarketing Suite (DMS). In order to keep up with big data, marketers have added new point solutions, tested new tactics,This is the challenge that this playbook will collected new data and sometimes created newaddress. The innovative marketers we have metrics. In the beginning, the siloed results wereworked with to create this playbook call this amazing in comparison to offline methods – youThe DMS Imperative. could see, track and improve upon ROI much faster. For every marketer who’d ever promoted a product launch on a billboard, placed an ad in the paper or bought a radio spot – this was 9
  9. 9. More on BIG Data Challenges Companies that are attempting to process and utilize massive data sets do so with the intention of making good things better for 1 Day = 2,250 movies companies and the customers they serve. What we’ve seen so far is that data can either do very good things or very bad things. And Let’s bring this back to companies and their more data is not always a welcomed thing. It’s customers. Customer data is growing by an immense new opportunity, but at times an 50% every year. Two billion people access overwhelming new responsibility. the Internet each day with over 4.3 billion mobile devices across the globe. That’s a lot Sifting the good data from the bad sounds like of devices, each creating its own share of an easy enough task. But in 2004, Facebook data, resulting in 2.5 quintillion bytes of data was a mere 1 million members strong and now it developed every day. More significantly, 90% has over 1 billion. Every day, 15 Terabytes of data of all digital data was produced in the last two are created by Facebook members alone. What years. This trend isn’t expected to reverse. We do we know about these Terabytes? A Terabyte are creating increasing amounts of data each could hold about 3.6 million 300 Kilobyte year. With all this in mind, online marketers images or about 300 hours of good quality have to be creative and technical while finding video – that’s 150 movies or 1,000 copies of the ways to transform this data into actionable Encyclopedia Britannica. Ten Terabytes could information and remain competitively nimble. hold the printed collection of the US Library of We’ve never before faced challenges like this. Congress. That’s a lot of data. I’d even say BIG2. But our history as an industry shows that as So everyday Facebook alone creates more data online marketers, we can prosper by adapting than the entire US Library of Congress. You’re with innovation and technology. That’s the starting to see the state of affairs that today’s only way to transform data into information digital marketer faces. and shift to actionable information. 2 The Evolution of Direct Marketing to Integrated Digital Marketing
  10. 10. a major evolution. And this evolution also made by a sea of data but now a deluge of technologytracking consumer behavior and customizing vendors. Marketers struggle with separate datauser experience on websites a reality. streams that don’t communicate, in addition to disparate and often competing teams thatHowever, with all of these new methods of suffer from a lack of centralized and shareddigital marketing, things became very complex, goals. The results are silos across the marketingvery quickly. We‘ve now come to a point where organization that separate people, data andmarketers find themselves separated from the budgets, making the attainment of goals evercustomers that they wanted to reach not only more challenging. 11
  11. 11. How Did Digital Marketing Enter Integrated Marketing Get So Messy? While integrated marketing is not a new thing, This culture of analytics and innovation being to some marketers it seems like a goal that built within silos has failed marketers in a major moves further away as they run toward it. But in way. Click-through rates plunged from around fact, the attainment of this aspiration is closer 5% when the dot-com market collapsed, to than ever. about .1% by 2011. In consolidating all the buying power, local advertising markets went under By integrating online efforts, marketers are with the promise of lower costs. able to merge all of these silos, eliminating the complexity that has been created through More recently, low barriers to entry have created individual solutions. By merging resources, a myriad of these start-ups, applications and tools, data and measurement, you gain the point solutions. They are often funded and unique ability to score all data sets in relation supported by venture capital backing that to each other. It’s the discovery of these looks to solve an immediate problem without relationships that allows integrated marketers the context of larger issues. And although each to categorize, prioritize and act across multiple tries to solve a problem (search, mobile, content channels in a unified manner to achieve a goal. personalization, etc) at a micro level, in doing so they create isolated online data sets, in addition Once we have taken a step back to see the to existing offline sets. And these disparate data forest from the trees, we‘re reminded that in sets ultimately become the major roadblock the midst of solving problems, we’ve lost sight barring the online marketer’s ability to interpret of the core goal: increasing customers and and act on a macro level. revenue. Messaging and efforts must be aligned So with every innovation to solve an immediate and prioritized across teams and technologies problem, a quieter and more detrimental to create a common language that can be paralysis spreads through an organization. leveraged across channels. The good news Resource allocation and prioritization is central is that this alignment can result in a single in determining a company’s success or failure methodology and metric that every team can and it requires actionable information. But relate to, interpret and act upon together. adding additional separate layers of data can actually result in less action being taken.12 The Evolution of Direct Marketing to Integrated Digital Marketing
  12. 12. Fighting Past Isolation company at large. Budgets and goals were set at the beginning of the year for each channel for Future Results and the teams work feverishly in seclusion toAs obvious as the solution may seem, many earn a bonus for results within their channel.marketers are sitting in a sea of isolated data, Many senior marketers are incapable ofunable to develop insights and take action reallocating resources after budgets are setin union. The most common roadblocks are before the start of the fiscal year. So they findthe bi-products of two antiquated elements themselves beholden to a quickly obsolete– corporate structure and incentives. Just snapshot of business while operating in a rapidlylike data and reporting are siloed, people are shifting environment.also forced into arbitrary divisions due totechnology, budgets and goals. We find theperson running lead generation sitting next to,but not speaking to, the guys running the search Where is the Art?program or the Facebook community manager As much as organizational incentives andnot communicating with the Facebook ads collective technology decisions can serve as themanager. They all might as well be working for foundation for success, unifying the messagedifferent companies. is also critical. The core message should beEach group is focused on its own narrow area consistent across all channels, whether website,and in many cases, is hitting its goals in isolation mobile or print (leveraging the unique strengthswhile unknowingly becoming a detriment to the of each). Achieving data-centric precision but communicating a fragmented message may be the most painful type of failure in integrated Technology, Data and Measurement marketing efforts. Marketers should always In order to properly centralize data, to use know their audience and voice. The key tenants that data to measure a unified metric and of good marketing shouldn’t be lost in the midst then to use that metric to optimize your of wrangling data and technologies. marketing efforts- a clear technology inte- gration plan is needed. 13
  13. 13. The Origins of and the opportunity for consumers to react to, create and influence them through social. For Integrated Marketing the first time, people have the ability co-create During the last century, direct marketing came their experience with brands. out of the realization that someone’s age, income, education, place of birth, etc., would make them more or less likely to be affected by certain Modern Digital messaging. Instead of one message and identity, Marketing Channels suddenly a brand could cater to the desires of people in unique and meaningful ways. Today marketers can take advantage of all channels and tactics that comprise digital This was a massive change in how brands marketing, including: paid search, natural started telling stories and creating desire within search, retargeted and traditional display, social, consumers. This simple idea revolutionized email, affiliates and site optimization. Each marketing and in many ways was the birth of the of these elements is based on the principles modern day advertising industry. of direct marketing. What differs is how the Online marketing does not go against the brand engages and interacts with that targeted foundation of marketing. The principles of audience - an important point as one starts to direct marketing still apply in full. Advanced orchestrate channels to work together in an segmentation of an audience through online data “integrated” way. allows the long-held vision of direct marketing to What makes a channel different is the be realized – a one-on-one relationship between experience it offers and where in the purchase the brand and the consumer. funnel it will be most successful. The purchase Understanding that online is not a new funnel is a useful organizational concept, used marketing method, but simply the purest form to see where a consumer is on their path to of direct marketing to date is important. And making a decision. This is especially useful in while the fundamental rules still apply, there digital marketing where it can be easier to track are two things that have changed – the ability the progress of a user through the funnel and to experience brand messages dynamically interact with him appropriately.14 The Evolution of Direct Marketing to Integrated Digital Marketing
  14. 14. digital version of a hardcopy until the actual Attract content could be individualized based on data. Search was the first experience that put Engage the consumer in control of their own media consumption. Instead of being the passive Nurture recipient, the individual had direct input to the type of content and advertising he saw. Then Convert social changed everything: consumers had the ability to broadcast their thoughts and feelings and those messages were able to become advertisements in their own right.When display ads were introduced they simplyreplicated traditional ads until they were Bringing it Togetheranimated and interactive. The same was true The key to considering successful integratedof email marketing — a newsletter was just a marketing is to remember that while all online channels are based on direct marketing principles, each interacts differently with • Inspire your organization with an a consumer’s journey. To properly bring integrated vision and incentives everything together you must understand how • Align your technology and data to channels interact with the consumer, as well as support those priorities each other. This is the only way to allocate your marketing budget in the most effective way. • Unify but individualize your message across all platforms • Act and react by allowing the data to emphasize the experiences needed to carry the message to result in a conversion 15
  15. 15. How Do You Get There? What Will You Get? In order to achieve integrated digital By fully integrating digital marketing, it is marketing, it takes a cross-organization effort possible to achieve a wide range of benefits. to align resources, goals, technology, data Marketers can work smarter by having and measurement. This is not to say that a centralized data, clear measurements, and marketer will not benefit at all from achieving unified metrics. Transparency of media mix partial integration. Marketers should not effects will enable the marketer to allocate lose motivation by the size of the task. Every budget most effectively. It will be possible to step toward integration is a step toward work more efficiently by having aligned teams improvement. and unified goals working with a streamlined and coordinated technology stack. Marketers can react more quickly and synchronized to new challenges and be able to truly leverage the insights gathered to reach and surpass goals. While there is a lot of work ahead, it is very much worth each step. Suddenly “big data” can mean better business, because above all, integrated marketing will deliver better returns on your marketing investment.16 The Evolution of Direct Marketing to Integrated Digital Marketing
  16. 16. 2Setting YourOrganization Upfor Success 17
  17. 17. Setting Your Organization Up for Success Roger Barnette, President | IgnitionOne Does this Sound like Your Organization? Y our company spends about the same alternatives by examining the incremental amount of money this year as last. effect on total revenue and total cost caused by Each channel gets slightly more sales a very small (just one unit) change in the output than the year before. It sounds like it’s or input of each alternative. time to celebrate and promote people, right? This aligns the organization. Marketers should Not so fast. look forward to optimal holistic potential. The lesser alternative is looking through the When you think about integrated marketing, rearview mirror with the satisfaction that you here’s the golden rule for the organization: it’s aren’t operating quite as inefficiently as last not about more channel specific conversions, it’s year. Unfortunately we can spend our budget about identifying the greatest possible potential only once, so we need to be sure that we spend for your spend across all digital channels using it in its most optimal way. Marginal Return Analysis and then tracking your Truly integrated marketing is the end goal for trajectory to reach that potential. many marketers. However, there are so many Marginal Return Analysis is the process of pieces to link and so many silos to knock down identifying the benefits and costs of different along the way. While integrating technology and18 Setting Your Organization Up for Success
  18. 18. centralizing data to act on is clearly important,none of that will work without first addressingthe most important (and challenging) piece ofthe puzzle: the organization. ➊ CHALLENGE #1: ADOPTING MARGINAL RETURN ANALYSIS ACROSS YOUR TEAMSThere are four key challenges to address for Marginal Return Analysis supports decision-your teams to succeed: making based on marginal or incremental➊ All channels must be considered holistically changes to resources instead of one based on using Marginal Return Analysis for goal totals or averages. It is extremely important to setting. understand this principle and how to apply it.➋ You must get creative in how you develop Without this core piece in place, little else will data/performance-focused unity across result in an uptick in performance. Having a your team by eliminating “my channel” good framework like this to foster teamwork factions and identity distinctions. toward transparent, logical collective goals➌ Get cozy with IT as your ability to affect is the most critical element in aligning the change in digital is dependent upon this organizational structure. close relationship. PROOF POINT➍ Ensure budget allocation decisions are both Why is this so important? In a case fluid and centralized with allocation based study with Center Parcs, performance in on performance data. search and display were up by marginal percentages. But after integrating search and display they achieved a whopping 54% increase in revenue. When benchmarking performance by last year at the channel level the outcome may have been a gain of 4% when unknowingly the 50% gain was missed out on. That is the scary and exciting part for your organization. 19
  19. 19. What Often Happens Today related to the display program without any connection to cross-channel efforts. This means in the Absence of Marginal that no marginal return is being considered Return Analysis holistically. This is the same in search, social, Today, many siloed department heads are email, etc. Unfortunately that measurement responsible for creating goals that incentivize of success does not map to the reality of how their teams to achieve highly focused these budgets perform or support the health of performance. The display team must get an overall business. Many organizations benchmark ROI of 3:1 based on spend and conversion data against the previous year’s performance at Start thinking possibility vs probability Marketers seeking to advance their together? How do all channels assist each organization will need to evangelize against other to reach a goal? Perhaps if all channels the desire to constantly look behind. Each are optimally aligned, search may directly person in the organization should consider produce less than last year as a channel, what’s possible versus what’s probable. but it serves a more valuable role by making That simple shift in framing questioning and significantly more total conversions possible. rationale will start to change their thinking. A short-sighted team can tell what will For example, a search team has $100 and sells probably happen based on doing what they’ve 10 widgets this year with search ads. At the always done, just slightly better. Integrated beginning of the following year, the manager is marketers need to implore what is possible. It asked how many widgets she could expect to is possible to move past “what you’ve always sell with the same budget. She might respond done, plus 1%.” Are you ready to see what’s that with some refinements and testing that possible? it’s probable she could sell 12 next year. But This holistic perspective and the improved net what is the potential of the search team, the results are at the heart of the DMS Imperative display team and the social team working challenge and goal.20 Setting Your Organization Up for Success
  20. 20. the channel level. And while every channelmay perform better this year than last in totalnumber of sales for the same media spend, it isstill possible for overall potential to be harmed ➋ CHALLENGE #2: GETTING CREATIVE WITH ELIMINATING BARRIERS: MARKETING TEAMS ARE LIKEby a significant margin. This seems like aparadox, but it’s not. MEXICAN FOODThe classic example is if there is land and a What’s the difference between a burrito, anfarmer plants a crop, the result would be the enchilada and a soft taco? Not much other thanamount of crops planted and the profit you get whether the sauce and cheese is inside, outsidefrom the crop if he sells it. If he buys a tractor or on the side. But people perceive them asand the amount of farming land remains the different because they’ve been taught that’ssame size, productivity and profit will increase. how things are. The same concept applies forBut, if he buys another tractor, the profit will not the marketing organization. Each departmentincrease the same as before when he bought is a part of a greater whole and the sequencethe first tractor. In fact, his profit will decrease. and placement of these parts is what matters,Looking at tradeoff decisions to maximize the not the parts themselves. So often peopleperformance of your digital teams differs little refer to “the display guys” and “the searchfrom the farmer maximizing crops. Everything guys.” But nobody prefers to eat sour creamis interrelated. or cheese alone. Each piece contributes to the resulting whole. Three Keys: Make the idea of collective team performance 1 Adopt Marginal Return Analysis holistically a fun and inspiring effort. Start by finding ways to change your language and team metrics. 2 Stop using last year’s channel-level For example, search conversions and display benchmarks conversions should only be referred to when a 3 Strive to look for the greater missed single exposure lead to that action. Marketers opportunity of integrated optimization like can uncover the most critical paths and create Center Parcs identities around them. For example, if 20% of 21
  21. 21. conversions come from a display click followed to make this manageable for an organization, by a search click, then maybe one should call there can be a number of integrated teams with that a disearch. It’s not about the parts, so a digital head. Instead of having search, display, marketers should be encouraged to create their social and conversion optimization teams own language that embodies the parts and that focus on campaigns related to multiple makes it fun to break old patterns of thought. products or promotions, smaller integrated This new vocabulary can drive common thinking teams could operate independently. To foster across the team. If that sounds silly to you, then discipline and excellence, there should still just take to heart that changing old habits will be educational forums and events to refine require new creative thinking. Simply saying, skills and share best practices, but the days of “we are one team” won’t cut it. discipline departments as the primary structure to which people identify themselves has come to an end. If you want your team to produce an integrated mindset and strive toward an disearch /dis ‘s r CH/ integrated result, then you need to promote the e DEFINITION right team relationships and identity. noun the conversions that come from a If you’re a small company, then by necessity this display click followed by a search click. may come easy to you in that one person has to manage and optimize multiple disciplines. If you’re mid-sized, where there may be 3-5 people managing, then again this should also be easy as long as there is one person adept at actually optimizing multiple types of media Today’s model of having a head of discipline to lead the team. The person leading the team at the channel level will no longer do the should have hands-on experience in multiple trick in our cross-channel world. While it’s still channels if you’re serious about getting good beneficial to have discipline specialists and results. If you’re a larger corporation or looking senior members on that team, any heads of to outsource your digital marketing to an department should be cross-functional. In order agency, then the above applies. As the client,22 Setting Your Organization Up for Success
  22. 22. you have the right to know how an agency isstructured and led. Structure reflects strategy.If your integrated agency is still working in silos,then it is time to take a deeper look at how ➌ CHALLENGE #3: WHAT ABOUT I.T.? With all of this data and technology in thethings are being managed day to day. mix, we haven’t mentioned much about new necessities and dependencies. Surveys suggest that the single biggest barrier to a company Three Keys: embracing Big Data is creating the business 1 Get creative in the ways you use language case behind it. This is often tied to the fact that and internal metrics to reflect your with all this new data there are increased costs dedication to being an “integrated team.” not just in hardware, but the staffing to make and keep it working. So with all this innovation 2 Evolve your team structure internally to and technology most marketing teams are still reflect your direction in implementing yet to include technologists. integrated marketing strategies. 3 Ensure that any agency you’re working with to execute integrated marketing and Are Your CMO and has the right internal structure to make CIO Best Friends? it a reality. We can see evidence of this in a study titled, “Why Leading Marketers Outperform3.” It shows that in companies where CMOs and CIOs worked closely to build a “system of engagement” — an integrated and innovative set of technologies and processes that are born out of marketing and IT collaboration, performance increases were significant. As a group, enterprises with forward-thinking marketing organizations that engage customers effectively and invest their marketing spend better have a three-year3 blog/2012/10/20181.html 23
  23. 23. revenue growth that is more than 40 percent So How is This Done? higher than other companies. And their gross profit is growing at a rate double that of their With results like this coming from the partnership peers. Some highlights include that these between marketing and IT, it begs the question companies are: as to what it would look like or how it would work best. As much as some companies have 33 percent more likely to serve personalized built highly specialized systems, others just or targeted offers in at least four channels in need a tag placed on the website for tracking real-time. capabilities or a new widget to work within the 36 percent use location-specific mobile homepage of the website. messaging campaigns and ads compared to the 20 percent without a system of In order to accomplish day-to-day functions engagement. necessary for integrated marketing, some basic functions of IT must be accessible and 48 percent of the top performers are using or streamlined. More fluid changes needed for plan to use, social/local group buying in the websites, social media and tagging for analytics next 12 months. As for the group without a ideally will fall under the management of the system of engagement, that number drops marketing function. Many organizations fail to significantly to 31 percent. understand the size of missed opportunities According to the study, currently 88 percent and the death of ambition when they face a of leading companies engage in attribution six-month queue for any change to tagging. In in some way and of that group, 93 percent order to have a positive relationship between have a set process for determining marketing the CMO and CIO, these more base tasks of activity results. Clearly integrated marketers accessibility must be made self-sufficient for are getting more and they’re doing it not just the marketing function. Without the ability to by selecting technologies but by building their make basic changes nimbly to fundamental own internal systems. pieces of the marketing infrastructure, progress will halt.24 Setting Your Organization Up for Success
  24. 24. Three Keys:1 With more data and technology, the relationship between marketing and IT ➍ CHALLENGE #4: CENTRALIZED, DATA-DRIVEN DECISION MAKING + FLUID BUDGETS = SUCCESS has never been more critical.2 Companies that have these departments Now that we’ve covered team structure and working in collaboration consistently the relationship with IT, we should speak a bit outperform the competition. about decision-making and budgets. In using a data-driven approach along with Marginal3 Basic necessities for integrated marketers Return Analysis, it’s critical that the planning like tagging, updating the website and and allocation of resources is reactive. This social media must be able to be executed means that you can’t plan static budgets for autonomously from IT. each channel and expect them to work as part of an integrated marketing framework. Who’s Your Integrated Decision Maker? In the evolved team structure, heads of integrated digital will do the budget allocation. By leveraging attribution, you will gain the full ability to correctly allocate this budget weekly, monthly or quarterly. As there are no heads of departments, the political fighting over bigger budgets equaling more staff and more supposed prestige in a company become moot. When the budgets are fluid and reallocated regularly and the person authorized to approve 25
  25. 25. the allocation is impartial to channel politics Where to Start? and making the decision based solely on data, the organization is free to act efficiently and When discussing these broader topics, in the company’s best interest. We’ll discuss marketers often state that they feel attribution analysis and budget allocation more overwhelmed and don’t know where to start. in later chapters. But if you can’t re-allocate To overcome this, marketers need to focus and more or less budget throughout the year based align budget with testable media. Marketers on what the data is telling you, then that is a should start where they can achieve the biggest major roadblock and making any other efforts impact and work downward. None of this has toward success become significantly limited. to happen in unison to make a major impact on efficiency in the near term. Three Keys: 1 Allocation of resources needs to be Summary reactive to data. The alignment of the marketing organiza- 2 The person heading an integrated team tion needs to change as much as the digital should be able to make that decision. marketing environment. Before making con- 3 The inability to reallocate budgets siderable investments in technology platforms throughout the year is a major roadblock and partners, the fundamentals of the organi- to integrated success. zation need to get ironed out. The easiest and most significant step to take in getting there is to move to goal setting and budgets based on marginal return goals. With that initial piece in place, other aspects will start to more easily follow. The relationship between the CMO and CIO will continue to evolve over time as market- ing and technology become further intertwined when discussing a company’s strategy.26 Setting Your Organization Up for Success
  26. 26. 3Tools andTechnologies forIntegrated Marketing 27
  27. 27. Tools and Technologies for Integrated Marketing Dave Ragals, SVP Client Services | IgnitionOne F or marketers working towards true The Jigsaw Puzzle integrated digital marketing, the biggest obstacle in reaching this goal Choosing to go the path of integrating multiple is often their technology and tools. solutions is a direction that many take, but it The current arena of marketing management often proves an uphill battle. One initial challenge technologies is oversaturated with single point is finding solutions that can truly integrate, as a solutions with multiple platforms existing for majority of these systems have been developed every aspect of digital marketing. Navigating this by independent companies. Finding a package of complex landscape is a daunting task and presents platforms that all work together in a truly integrated numerous challenges to managing integrated fashion — and will continue to scale that way– can marketing. What is most frustrating for many prove next to impossible. Most systems have some marketers is that the technology they sought out form of API integration, which essentially means to make their lives easier actually is the piece of the they can import or export data: but how they puzzle that will hold them back from integrating actually interact with another platform’s data can their marketing in an effective way. be very limited. So just because two systems can talk to each other doesn’t mean they can have a To get to the next level of integration, marketers productive conversation. can approach this challenge in two ways – integrating multiple single-point solutions together Major insights may be overlooked as integration of or leveraging a multi-point solution. the data is likely to be only surface-deep.28 Tools and Technologies for Integrated Marketing
  28. 28. Trying to integrate separate solutions can be needs under a single platform. The goal ofinefficient from a business standpoint as well, integrated marketing is to consolidate theas it means identifying the right solution for many silos that marketing organizations workeach part of a digital marketing program and in, and this is even more important for thethen managing numerous disparate vendor tools they use. In order to best take advantagerelationships. Each piece of the puzzle runs its of the benefits of integrated marketing, theown risks and challenges and managing them marketer is advised to reject piecing togethertogether can be counter-productive. individual systems and instead leverage a multi-point or centralized solution such asPerhaps the biggest risk is that the market a digital marketing suite (DMS). This type ofcannot continue to support all of these individual centralized solution will allow the marketer topoint solutions long-term. Many of these manage multiple channels, run cross-channelnascent providers are backed by VC money and attribution, view all marketing analytics in acontinue to operate at a loss. Consolidation has single place and can include other featuresalready begun and in a few short years, many of such as on-site optimization and eventhe names out there will dry up, forcing users of proprietary RTB systems. The challenge herethese products to scramble for replacements. is finding an all-in-one system that has best- of-breed solutions in each area, or at least in the areas that are most important to the Simplifying the Chaos marketer. These systems, too, often have API integrations that allow the platform to tie intoIntegrating your digital marketing tools can be other single- or multi-point solutions to helpdifficult, but the benefits are sizeable. Done round out capabilities or to better meet thecorrectly, not only does it allow for a more marketers’ needs. As capabilities within theseefficient use of time and resources, but also systems grow and functions centralize, theoffers the potential for deeper insights and need for API integrations will decrease overgreater returns on marketing investment. time but due to constantly changing needs willOur recommended approach is to seek out a never fully go away.unified, central technology solution that canbring together all of the digital marketing 29
  29. 29. Paid Smart Search Retargeting Organic Display Search Media Mobile Facebook Optimization MEDIA OPTIMIZATION IS JUST ONE PIECE OF THE PUZZLE. Marketers have begun to demand these This has already begun to happen with mixed centralized solutions, and as the market results (Google’s acquisition of DoubleClick and continues to mature, it will continue moving Adobe’s acquisitions of Efficient Frontier and away from single-point solutions and toward Omniture are two examples), and this trend will truly integrated platforms. Many of the likely continue. Others will build single systems individual solutions will be acquired by bigger designed and developed organically around the companies who, in turn, will look to invest idea of a DMS. heavily in merging these disparate systems.30 Tools and Technologies for Integrated Marketing
  30. 30. The Payoff Even little things, like whether you have to hit “submit” after making a change, can differThe benefits of integrating technologies are between platforms and can result in changesimmense. It is truly a situation where the whole a marketer thought they had made neveris greater than the sum of its parts. Some going through.benefits that can potentially be gained by a True Attribution. A single platform also meanscentral technology include: that the data that lives within a given channel Single Data Source. From a marketer’s is already de-duped and attributed without standpoint, it creates a single source of going through a maze of technology, such as data which leads to consistency throughout going through an API to a separate system efforts. The ability to see paid search, display for attribution against another channel’s data, and social marketing data, for example, which is coming in from yet a third platform, in a single dashboard and with detailed to be processed and then sent back to the reporting creates huge workflow efficiencies, original system. Unattributed data can be as marketers only need to log into and very valuable for deep dive analysis, but it’s understand in detail how to use a single of little to no use when trying to optimize platform. Whether each channel is managed accounts in real time. Having this data by a different user, a separate agency or by together opens the door to innovative ways the same team, this continuity in data and to understand users, their actions and the workflow ensures smoother and more reliable effect of media on them – such as optimizing work. It also means not having to switch based on engagement levels. A single system between browser tabs or applications to see also cuts down on potential points of failure data for different channels. or lag between disparate solutions as well as Fewer Errors. Not only is a single platform potential for delays or errors in one system less confusing and more efficient, but it also creating problems downstream that then cuts down on the opportunity for errors have to be fixed by multiple partners. introduced by forgetting which system Removal of Silos. Properly-aligned technology someone is working in or how to accomplish results in a single – and consistent – source for the same task between different systems. training, technical support and best practices. 31
  31. 31. As digital marketing becomes more complex go beyond merely relying on human-built and integrated, the lines between channels business rules. The result is a higher efficiency and solutions blur. If a marketer has a through bringing the right message to the question concerning the impact to attribution right people at the right time. of paid search on a remarketing campaign, is that an attribution question, an SEM question or a display question? With an integrated What to Look for technology, all that matters is that it’s a digital marketing question and the expertise for all Navigating this landscape and selecting aspects resides with the same partner. It the best solution can be very complex; it is also cuts down on the wild goose chase that critical for marketers to understand their goals results from each vendor pointing to another before initiating the process. Some important for answers or fixes. considerations include: Provide Deeper Insights and Greater Returns. Which channels and tactics need to be By having data coming from a single source, managed through technology? Feature attributing success across efforts and more sets can vary greatly, so it’s vital to consider profoundly integrating marketing across the which tools are necessary for managing each board, a marketer opens the door to deeper channel. Large, complex SEM accounts may insights. With these insights, budgets can be need bulk editing capabilities, while creative more intelligently, and even automatically, repositories can be invaluable for Facebook managed and returns on investments can Marketplace Advertising. Make sure to match reach new heights. your channels’ needs with the solution you choose while keeping an eye on flexibility to Steering of Marketing Automation. By having handle future requirements that may come up. a holistic view of data we can steer better content and interactions on the website. Which other efforts, potentially managed This, in turn, will improve user experience by other partners, need to be reported on and conversions. Using all this data also gives and attributed in the same platform? While us the possibility to create high performing specific channels may be managed directly algorithms for marketing automation and in the system, other channels – whether32 Tools and Technologies for Integrated Marketing
  32. 32. “unmanaged,” like organic search or managed What are the requirements for accessing hugeby other partners – can still be tracked within sets of data that typically can’t be transmittedthe same platform. This allows the marketer to and/or presented efficiently in a Web-see reporting in one place and obtain a more based interface? Even the most advancedthorough understanding of how channels Web-based UI can run into bandwidth orwork together. With this knowledge you can rendering limitations when trying to deliverfocus on solutions that allow for integration or manipulate extremely large sets of data.with these externally managed channels. If huge files are necessary, how can they be How important is cross-channel attribution? delivered and can they be pumped directlyMany marketers are still tied to standard into an internal data warehouse? Understandmodels like last-click or, even worse, they allow your data and bandwidth needs and find aeach channel to be optimized in a vacuum, solution that won’t limit you.without taking into account the interactions Is the primary goal branding, direct responseamong channels. Integrated solutions or both? Being able to optimize to and reportcan provide the ability to allocate partial on performance requires setting specificcredit across a range of exposures, allowing goals and identifying the right metrics. Thesemarketers to understand how certain channels can differ greatly between direct responseor campaigns feed the funnel. As almost all goals, such as CPA and ROAS, and brandingmarketers are juggling multiple channels and goals, such as acquiring new users, propensitycustomer touchpoints, attribution needs to be to convert and session time. It is important totop of mind when integrating technology. find a solution that can meet your specific What are the plans for growth? Managing goals.integrated marketing together helps grow Who needs access to the day-to-daythe whole pie with continuous cross-channel management tools? Who needs access tofeedback, leading to growth in marketing reporting? Does management or the clientprograms. By having an idea of long-term need to be able to log in to see how campaignsneeds, marketers can prepare for success are being managed or just view reports? Doand choose a flexible, scalable technology reports need to be available on-demand, orsolution. can they be scheduled to run and be emailed 33
  33. 33. on a recurring basis? All stakeholders need to platform that best suits the company’s overall be satisfied and armed with the tools to help needs and properly manage cross-departmental them succeed. expectations. What is the level of service needed? Even the most sophisticated marketer can benefit from experts who have deep insights into Pitfalls to Avoid the challenges they face. It is key to find a When attempting to develop the best technology backed by top-level service. Talk integrated technology solution for a marketing to current clients. Ask questions about client organization, there are many potential pitfalls retention and relevant case studies. for marketers to avoid. If the following are How far do we need to link online channels side-stepped, a marketer will be more likely to with click behavior on the site? Linking things succeed. like keywords and display to conversion Not looking long-term: A common pitfall actions on the website is mandatory and used in this process is failing to look long-term. in most tools nowadays. It’s good but gives us Marketers who consider how they may roll out only a one dimensional view of our campaigns. a platform across all channels – as opposed Campaigns are ranked based on their ability to just looking at, say, paid search for now to convert people, nothing more nothing less. and waiting on the others – will find much Advanced metrics like brand awareness and greater success down the road. Benefits of engagement are not measured if we take moving to an integrated platform can be felt only conversion points into account. With the almost immediately via easier workflow and analysis of all click stream data we can not more efficient reporting. But considerable only measure conversion but also potential value comes in the mid- to long-term with future conversion and engagement. better insights of how channels work together A lot of these questions can only be answered through attribution, lower training costs for by involving stakeholders. By seeking their new employees, business efficiencies through involvement up-front, marketers can put fewer vendor relationships to manage, etc. themselves in a better position to choose a34 Tools and Technologies for Integrated Marketing
  34. 34. “Switching” costs between platforms can By allowing separate data sets in individual be extremely high. Implementation, training point solutions, the marketer enters worlds and simply becoming comfortable with a of parallel data which causes confusion and new partner to help manage complex digital mistrust between departments. Combining marketing campaigns is a big investment them into a single source prevents efforts and not one that marketers want to have to from working at cross-purposes and allows repeat frequently. Switching can also mean a the marketer to see how each piece supports disruption in the constant inflow of data from the other to grow the whole pie. one system to the next. Companies that move from platform to platform every couple of years can find themselves constantly behind Summary the curve as they start from scratch and need to get back up to speed on data collection, The technology decision is at the center of implementation and training each time. This an integrated marketing strategy. The right is exponentially true for those changing solution will best match the marketer’s needs solutions for multiple channels. and create both operational and technical efficiencies and consistency. It will lead to Failing to think through the impact on data: higher ROI through better performance and Centralizing reporting across channels results lower management costs. By merging channels in a common data set used by the entire together, the marketer gains the tools needed to digital marketing team. It allows marketers more effectively manage campaigns cohesively, to de-duplicate orders and use attribution cutting down on waste and ensuring that all models to better understand how channels are teams are working together. It also makes it working together. It also creates a single set easier for marketers to tout the results. From of digital marketing data that is shared across a cost-saving standpoint, picking the right teams. This provides operational efficiencies integrated solution can make this investment a and cuts down on wasted media spend as one-time cost that pays off over the long run. individual channel owners can work together instead of competing for the same purchase. 35
  35. 35. 4Centralized Data forActionable Insights 37
  36. 36. Centralized Data for Actionable Insights Dave Ragals, SVP Client Services | IgnitionOne B ig Data is a term we hear a lot about, of your users, how they interact with your but it is easy to forget that bigger marketing efforts, conclude what is successful is not always better. Marketers have and then automate your optimizations. Let’s become buried under a mountain take a closer look at the situation… of data that comes from a variety of sources – separate marketing systems, analytics, reports, vendors, internal teams, etc. We asked The Data Mess for all this data, we wanted to be smarter, to understand more. But the data that was The concept of centralized reporting is nothing supposed to make us smarter in the end has new. Analytics platforms have been around only paralyzed us. Having all of this data and for years, and many companies also manage a no way to act on it in an instantaneous and separate internal data warehouse. These “back- automated way puts us in a situation where we end” data solutions ensure there’s an archive are data rich but insights poor. of website activity that can, through heavy analysis, help businesses better understand So what do we do now? In order to reach the their website visitors. goal of truly integrated marketing you need to wrestle this Big Data and centralize everything. But as digital marketing has evolved, the A single repository for all your information granularity of data – and the ability to use it allows you to actually obtain a clear picture in near real-time to make effective marketing38 Centralized Data for Actionable Insights
  37. 37. decisions – shifts the need for centralized data engines – or display networks or affiliates, forup front for marketers to use before and during that matter – work together.campaigns, not just after. The downside, of course, is this puts deepSingle-point solutions have helped part of this channel-specific data in silos. By shifting theproblem by providing marketers with in-depth depth and breadth of data back up to the front,and instant (or close to it) access to data for their the marketer winds up back where he or sheindividual channels. Paid search practitioners, started – with more actionable data, perhaps,for example, can use a platform to access all but still in multiple sources. And there’s noof their SEM data and pull various levers in means to look across channels to understandreal time based on this rich data. Marketers how they’re working together or how muchcan better understand how different search someone is overpaying for a given action. Third PARTY • Blue Kai • Exelate • Others FIRST PARTY (CRM) • Customer ID TRANSACTION • Subscription Info: • SKU, Data, package Renewal date, package, • Attributed Exposures lifetime value • Order ID • Demographics • Conversion Events • Anonymized PII: Credit score, etc EXPOSURES PROFILE • Display Requests – lost & won: time, creative, bid, • Interests URL,geo… • Propensity to buy • Search Click – time, kwd, CPC… Visitor_ID: • • Device ID Geo • Site Optimization 18uqzyyfkrmxc Interactions • Other: email, affiliate On-Site • Click PathCENTRALIZING DATA ALLOWS YOU TO FOCUS ON THE USER LEVEL. 39
  38. 38. Enter the data warehouse. Channel-specific Attribution to the Rescue data can be exported out of all the various point solutions and stored in a centralized location. Much has been said about attribution over From here, an analytics team can run cross- the past few years. Most marketers agree that channel analysis. But that still can’t happen simple first- or last-click models are no longer until after the fact. And the marketer is back to viable and managing and reporting on each where he started. channel in its own silo is completely inefficient. Whereas with individual point solutions, the same sale could be claimed by all the marketing Break the Silos channels in the funnel. In a centralized system, these can be de-duplicated at a minimum or The way to break this vicious cycle is to have attributed through multi-exposure models that data for all channels in a centralized platform, give partial credit across all channels. updated as frequently as a point solution, while running attribution at the same time. This This has given rise to an influx of attribution creates the best of both worlds – real-time systems and services. Many follow the same data, de-duplicated and attributed across all point-solution approach – a standalone system channels, usable by the marketer and accessible that can import marketing data across channels by all from a centralized system. This way, all and run attribution analysis to be returned to media decisions, optimization and reporting are the marketer. performed in the same place using the same This, of course, is fraught with some of the same data set. problems as any point solution approach, and it introduces some new ones. While data is attributed and housed in a central location and can be sent back to the other point solutions for campaign management, it’s far from immediate. Channel-specific data has to be passed from all point systems to the attribution system, where it’s processed and fed back to each platform.40 Centralized Data for Actionable Insights
  39. 39. That has inherent delays and creates multiple Centralized Reportingpotential points for failure. And these can easily is the Answercascade – a communication failure between thesearch point solution and the attribution system The only sure way to avoid all of these headacheshas an immediate impact on all the other point is through truly centralized and the teams that manage those Once the decision is made to centralizechannels. As with anything, a chain is only as reporting, the next questions are what and howstrong as its weakest link. to measure. A user’s path to a sale or sign-upNot only does this put data at risk, it creates can touch on numerous marketing efforts. Sologistical and resource issues as well. making sure all of those channels are tracked isCoordinating and managing each individual critical. Some obvious and common channelsintegration and keeping tabs on these multiple include paid search, organic search, display andflows of data can be a full-time job in and of itself. social media. But there are others to considerIt also means multiple business relationships as well.and the risk that if one solution changes its Marketers with active affiliate programs norequirements or technology, it could impact the doubt see high numbers reported by theirrest of this forced alliance. partners. This makes sense, as affiliates rely heavily on users who have already made their decision and are about to take action. But most of those users were driven through awareness and interest nurtured by other channels. So tying all of those efforts – up to and including that “coupon” or “promo code” search that got them to the affiliate site – is a    key piece of the puzzle. paid search display organic search conversion 41
  40. 40. The same can be true for email, as the user has It goes beyond removing duplicates and proving likely already engaged with the brand’s site that each channel doesn’t get full credit for a when they provided their email address. Did that single action. This alone can create immediate email blast close the sale, or did it re-engage the efficiencies, as the marketer is no longer paying user to the point of interest? Once again, seeing double or triple the target CPA for a single where email fits in the funnel is important. action that came after a paid search click, a remarketing view and an email blast. And once the user visits the site, what part does user experience and content personalization play? Communicating with your audience does Cross-Channel Optimization not end with advertisements. When all is said and done, compiling all of your There could, of course, be other channels too, data together allows an understanding of what so having a firm understanding of the different efforts work together to move you towards touch points before starting down this path is your goals and where to best spend your essential. money. You begin to see that it is not about a Another important consideration is that single campaign, a single keyword or a single attribution is a means to an end. Crediting message. Your marketing is a holistic beast and different exposures across multiple channels one that you can now tame. provides the marketer with a better understanding of how they’re engaging with their users and getting them to convert. But it’s what they do with that knowledge that really matters. Unless marketers embrace this and use attribution to help adjust their media mix to increase the overall pie, it will be simply another bright, shiny object. To keep the luster from fading, it’s important to know what to measure.42 Centralized Data for Actionable Insights
  41. 41. 5Bridging the Gap:Advertising, ConversionOptimization andMarketing Automation 43
  42. 42. Bridging the Gap: Advertising, Conversion Optimization and Marketing Automation Filip Lauweres, VP Client Services, Europe | IgnitionOne O ne of the tasks of digital marketers and advertising is providing us with ways to link – and marketing professionals in campaigns, analyze them and attribute the right general – is bridging gaps. We value. Connecting the dots or tearing down the advertise on the Internet to bring silos –when done in a proper way – will result in people to our site, and once they land there, higher conversion rates. we try to convince them to interact with us Of course, there are already prospects ending by filling in forms or by reading the content their online journey by filling in forms and we have prepared for them to eventually buy starting chats with sales people, for example. something or to better position ourselves in the But this is only a very small percentage of all consumer’s mind. visitors. We can do more and we can do better. Going from the Internet to your website and The next step in bridging gaps is ensuring that from there to conversion is about bridging gaps. websites deliver concrete performance. Digital Every step of the way, people are dropping marketing strategies must convey relevant out of the funnel and “great marketing” will content and facilitate dialogue with customers convince them to stay. pro-actively without increasing spend. As a digital marketer, we have tools and data These trends – personalization and interaction – “big data” – to optimize our advertising and - will be key. website strategy. Moreover, digital marketing44 Bridging the Gap: Advertising, Conversion Optimization and Marketing Automation
  43. 43. Active personalization through behavioral of the website visitors. This analysis is calledtargeting is the first key element. Because of the behavioral targeting and is far more powerfulnear-infinite variety of content available online, than the current methodologies. If used incustomer engagement becomes increasingly a proper way – in line with privacy laws – thisimportant. Providing “sticky” content is not approach is highly beneficially for the onlineenough anymore; matching this sticky content audience. Behavioral targeting can be used toto the individual website visitor is becoming a show the right audience a specific white paper,necessity. product information or video. But behavioral targeting does not end there. It’s also usedThe right content, delivered at the right to assist with analyzing the vast amount ofmoment and to the right audience will be one of data generated with social, search and displaythe leitmotifs of the e-future. If you look at the advertising campaigns.success of television on demand, web contentmanagement systems and interest-specific This analysis is called engagement optimization.blogs, you will see the huge potential. But … Engagement optimization is based on aall of these technologies are based on declared combination of conversion and engagementpersonal preferences. You have to actively metrics of a visitor (behavioral analysis) andselect your interest in jobs, news, movies and the was created to empower marketers to movewebsite will respond by adjusting its content. beyond last-click attribution. This encourages key decision makers to gain true insights onThis approach is changing as we speak. More how to attribute the correct credit acrossand more websites are adopting their content search, display, Facebook, email and affiliatenot only in line with the declared interest of web visits before making decisions.visitors but also based on their un-declared or“behavioral” input. The result of active personalization – when used in advertising or site optimization – isThis is done by analyzing the history of the generating a much better user experience andonline behaviors of an individual or a group more repeat visits to companies’ websites. Inof people and by observing their behavior in other words, the results are higher customerreal-time. Using this data, websites today can engagement and more conversions.pre-determine the true, undeclared interests 45