The document introduces the concept of a "Platform Marketer" who has the skills needed to leverage audience platforms and addressability at scale. A Platform Marketer wears many hats including being an audience platform expert, programmatic media buyer, addressability expert, and more. They represent a shift from traditional marketers by having skills in data, digital media buying, real-time optimization, and integrating consumer experiences across channels at the individual level.
How to become successful with Digital Marketing PlatformsHippo
How to become successful with Digital Marketing Platforms
Like this presentations? Upcoming webinars and videos on brighttalk.com/channel/14093/hippo-cms
Digital marketing is the perfect choice for someone who is looking to step up their career in Marketing. Whether you are already working or are a recent graduate, everyone has an
equal opportunity in this field. What you need is a lot of passion and creativity, as marketing itself requires constant innovation and out of the box thinking. Working smart,
keeping yourself updated with latest information, excellent communication skills, are key to success.
The term digital is increasingly over-used, yet also increasingly misunderstood. In an effort to give a better understanding of basic terms, this introduction is an overview of the digital marketing landscape. It provides guidance to build a digital marketing roadmap, defines the digital marketing channels, provides key metrics and tips to become a successful digital marketer.
Download the PDF: https://www.demandmetric.com/content/seo-technology-overview
SEO is no longer just about search.
In fact, SEO, which in its early days focused primarily on keywords
(finding, optimizing, ranking), is now a baseline factor of a broader Internet
Marketing strategy across the Enterprise.
This new SEO-driven market segment that has been called Web
Presence Management (WPM) is based on the reality that keywords no
longer drive search results, but rather optimized content does.
As the SEO market matures, quality measures, such as reputation, trust,
content relevance and author authority, are replacing the old quantity
metrics, such as keyword rankings and link volume.
Advanced SEO solutions now weigh campaign performance metrics
(based on brand building, site traffic and conversion) more heavily than
keyword rankings.
This reality is based on changes in the way customers search, the
increasingly integrated omni-channel marketing environment and,
most notably, changes to Google’s Search Engine Results Page (SERP)
algorithms that favor page content freshness, density and content-rich
media over standard keyword search.
All of this means that Modern Marketing Organizations (MMOs) must
re-evaluate their SEO strategies, processes and campaigns.
In this report we will examine the state of the market, share results from the
SEO Benchmark Study, evaluate the strengths and weaknesses of 15 top
SEO solutions in our vendor landscape to help organizations choose the
best solution for them, highlight the current trends in SEO that will have an
impact on Enterprise SEO initiatives and provide some recommendations
for the way forward as SEO is redefined right before our eyes.
Demand Metric defines Search Engine Optimization Platforms
as those frameworks, tools and technologies that use searchrelated
functionally to secure high visibility and web presence
for brands, products, services and companies through the use
and management of elements, such as keywords, links, content
relevance and social signals tracking.
Programmatic creatives - The near future of Digital MarketingNandan S Kedlaya
With increasing competition in the world of opportunities, it is clear that ingenuity is what matters. The article talks about Programmatic Creatives and its benefits to the digital world of advertising. The fact that these technologically advance set of creatives allow you to infuse creatives with real-world data from all kinds of first and third-party data sources makes it a lot more effective to reach the right customers.
How to become successful with Digital Marketing PlatformsHippo
How to become successful with Digital Marketing Platforms
Like this presentations? Upcoming webinars and videos on brighttalk.com/channel/14093/hippo-cms
Digital marketing is the perfect choice for someone who is looking to step up their career in Marketing. Whether you are already working or are a recent graduate, everyone has an
equal opportunity in this field. What you need is a lot of passion and creativity, as marketing itself requires constant innovation and out of the box thinking. Working smart,
keeping yourself updated with latest information, excellent communication skills, are key to success.
The term digital is increasingly over-used, yet also increasingly misunderstood. In an effort to give a better understanding of basic terms, this introduction is an overview of the digital marketing landscape. It provides guidance to build a digital marketing roadmap, defines the digital marketing channels, provides key metrics and tips to become a successful digital marketer.
Download the PDF: https://www.demandmetric.com/content/seo-technology-overview
SEO is no longer just about search.
In fact, SEO, which in its early days focused primarily on keywords
(finding, optimizing, ranking), is now a baseline factor of a broader Internet
Marketing strategy across the Enterprise.
This new SEO-driven market segment that has been called Web
Presence Management (WPM) is based on the reality that keywords no
longer drive search results, but rather optimized content does.
As the SEO market matures, quality measures, such as reputation, trust,
content relevance and author authority, are replacing the old quantity
metrics, such as keyword rankings and link volume.
Advanced SEO solutions now weigh campaign performance metrics
(based on brand building, site traffic and conversion) more heavily than
keyword rankings.
This reality is based on changes in the way customers search, the
increasingly integrated omni-channel marketing environment and,
most notably, changes to Google’s Search Engine Results Page (SERP)
algorithms that favor page content freshness, density and content-rich
media over standard keyword search.
All of this means that Modern Marketing Organizations (MMOs) must
re-evaluate their SEO strategies, processes and campaigns.
In this report we will examine the state of the market, share results from the
SEO Benchmark Study, evaluate the strengths and weaknesses of 15 top
SEO solutions in our vendor landscape to help organizations choose the
best solution for them, highlight the current trends in SEO that will have an
impact on Enterprise SEO initiatives and provide some recommendations
for the way forward as SEO is redefined right before our eyes.
Demand Metric defines Search Engine Optimization Platforms
as those frameworks, tools and technologies that use searchrelated
functionally to secure high visibility and web presence
for brands, products, services and companies through the use
and management of elements, such as keywords, links, content
relevance and social signals tracking.
Programmatic creatives - The near future of Digital MarketingNandan S Kedlaya
With increasing competition in the world of opportunities, it is clear that ingenuity is what matters. The article talks about Programmatic Creatives and its benefits to the digital world of advertising. The fact that these technologically advance set of creatives allow you to infuse creatives with real-world data from all kinds of first and third-party data sources makes it a lot more effective to reach the right customers.
Digital marketing in B2B organization has become an essential mandate for Marketing organizations. A recent ITSMA report suggests:
·The most significant marketing budget change is in digital marketing, with 76% of marketers planning to increase their digital marketing budgets
·Marketers will continue to increase their content development and brand/communications budgets to support thought leadership marketing, while budget is flowing away from public trade shows, sponsorships, and traditional advertising
The Marriage of Traditional and Digital MarketingHileman Group
Weddings are fun, aren’t they? Especially when it’s for two equally important strategies in your life, like traditional and digital marketing. They are both special to your overall marketing mix, and you’re over the moon when they are happy and work well together.
But, coming from different backgrounds, how can we ensure marital bliss? In the following presentation, we identify common pitfalls and effective approaches to successfully transition current marketing tactics from traditional avenues to digital.
Xaxis CEO Caspar Schlickum - Programmatic media buyingThe_IPA
Xaxis CEO Caspar Schlickum's presentation from the Agile Media AdaptLab at The IPA's Agility Adaptathon in London where he introduces programmatic media buying and real-time bidding from a trading desk perspective. Learn more about Agility www.ipa.co.uk/adapt/agility & Twitter #ipadapt
Download the PDF: https://www.demandmetric.com/content/content-marketing-solution-study
Our Content Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. Demand Metric defines content marketing as the strategies, processes and software technology that enable marketing departments to automate, measure and improve the performance of marketing strategies, activities and workflows.
These strategies and activities include: Email Marketing, Multi-channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing and Marketing Analytics.
The three foundation functions of marketing automation systems are – email marketing, campaign management and lead management. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system.
Display media trading desk (DSP) - Karthikeyan Haldurai - GoogleJigserv Digital
Karthikeyan Haldurai from Google was at the ISB Digital Summit 2014 to conduct a session on 'Display media trading desk (DSP)' as part of the Digital Deep Dive workshop.
We created the Customer Engagement Framework to help organizations improve their shopper marketing efforts across 6 categories: Roles, Responsibilities, Processes, Technology, Content and Metrics.
This framework was designed with shopper marketing best practices in mind. It should be used to audit your current capabilities and ultimately help you document an action plan for each of the following stakeholders: Senior Management, Shopper Marketing Owner, Brand Marketing, Insights, Digital & Social Media, Sales Management, Field and/or Account Teams and Retail/Channel Sales Partners.
Use cases & programmatic ecosystem: How to cover all marketing objectives?Simalaya SA
Programmatic Advertising allows Marketers to tailor messages covering several objectives such as brand awareness, customer acquisition, development or loyalty and retention. We can identify multiple use cases as well as different solutions and players on the market to implement them.
Every advertiser has its own Digital & Programmatic ecosystem: RTB, DMP, DSP, CRM, TMS, Analytics and so on...
Simalaya's conference at the Programmatique Expo 2015 provides key insights to understand this complex ecosystem.
Speaker: Jon Worren, MaRS Discovery District
In this session we look at the basic concepts and principles of marketing that are relevant for early stage start-ups. Jon uses real-life examples to illustrate some of the following:
* What is particular about marketing technology products?
* Understanding the language of marketing for start-ups
* Designing the marketing function in early stage companies
* Creating marketing plans for companies with scarce resources
Part of the MaRS CIBC Presents Entrepreneurship 101 lecture series.
http://www.marsdd.com/ent101
What Works Where in B2B Digital Marketing [2011]Omobono
The 2011 edition of our annual 'What Works Where' research. The 2012 edition will be released shortly, but until then the statistics and insights here are still very useful.
When publishers are considering their programmatic strategy, they need to make a number of important decisions. In the early days of programmatic, publishers made many of these decisions on the fly. However, as the real-time ad sales market matures some clearer patterns have evolved for how publishers manage their overall strategy.
We have identified seven categories of publishers – each reflecting a different approach to creating opportunity from the real-time ad sales marketplace. While there are a variety of approaches to balancing revenue goals with customer experience, we tried to broadly define these categories so that most publishers will be able to determine where they fit.
Download the PDF: https://www.demandmetric.com/content/digital-marketing-best-practices-report
It has been said that “All Marketing is Digital Marketing.” And with good reason! In the last decade (or less), the marketing environment has been transformed.
Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme – with an occasional nod in the direction of the storefront, or traditional marketing (direct mail, print advertising, etc.)
One of the biggest challenges of Digital Marketing is the speed of which it has taken over the marketing organization, often in an ad hoc, uncoordinated fashion.
Demand Metric’s research has consistently shown that Digital Marketing has a very significant and positive impact on the organizations that are employing it when they do so by following best practices and processes in a coordinated, holistic approach.
In this Best Practices Report on Digital Marketing we will cover the Digital Marketing landscape in five distinct categories - Content Marketing, Social Media Marketing, Mobile Marketing, Video Marketing and Public Relations
Brands as platforms - marketing in a digital ageGuy Kedar
Building a platform/ecosystem, enables brands to provide consumers with a value exchange greater than what the specific product/service was able to , and to create a true differentiator for the brand. This deck looks at the ways brands need to approach digital to revolutionize their marketing.
Digital Marketing for Startup & EntrepreneursAmit Panchal
I Created this PowerPoint For Entrepreneurs to Explain Them How to Leverage Digital Marketing Platforms for Startup Effectively. How to Create Good & Custom Content for Blogging? How to Increase Engagement & Followers? How to Measure Success of Digital Marketing Campaign? How to Identify Target Audience on Digital Platforms?
Digital marketing in B2B organization has become an essential mandate for Marketing organizations. A recent ITSMA report suggests:
·The most significant marketing budget change is in digital marketing, with 76% of marketers planning to increase their digital marketing budgets
·Marketers will continue to increase their content development and brand/communications budgets to support thought leadership marketing, while budget is flowing away from public trade shows, sponsorships, and traditional advertising
The Marriage of Traditional and Digital MarketingHileman Group
Weddings are fun, aren’t they? Especially when it’s for two equally important strategies in your life, like traditional and digital marketing. They are both special to your overall marketing mix, and you’re over the moon when they are happy and work well together.
But, coming from different backgrounds, how can we ensure marital bliss? In the following presentation, we identify common pitfalls and effective approaches to successfully transition current marketing tactics from traditional avenues to digital.
Xaxis CEO Caspar Schlickum - Programmatic media buyingThe_IPA
Xaxis CEO Caspar Schlickum's presentation from the Agile Media AdaptLab at The IPA's Agility Adaptathon in London where he introduces programmatic media buying and real-time bidding from a trading desk perspective. Learn more about Agility www.ipa.co.uk/adapt/agility & Twitter #ipadapt
Download the PDF: https://www.demandmetric.com/content/content-marketing-solution-study
Our Content Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. Demand Metric defines content marketing as the strategies, processes and software technology that enable marketing departments to automate, measure and improve the performance of marketing strategies, activities and workflows.
These strategies and activities include: Email Marketing, Multi-channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing and Marketing Analytics.
The three foundation functions of marketing automation systems are – email marketing, campaign management and lead management. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system.
Display media trading desk (DSP) - Karthikeyan Haldurai - GoogleJigserv Digital
Karthikeyan Haldurai from Google was at the ISB Digital Summit 2014 to conduct a session on 'Display media trading desk (DSP)' as part of the Digital Deep Dive workshop.
We created the Customer Engagement Framework to help organizations improve their shopper marketing efforts across 6 categories: Roles, Responsibilities, Processes, Technology, Content and Metrics.
This framework was designed with shopper marketing best practices in mind. It should be used to audit your current capabilities and ultimately help you document an action plan for each of the following stakeholders: Senior Management, Shopper Marketing Owner, Brand Marketing, Insights, Digital & Social Media, Sales Management, Field and/or Account Teams and Retail/Channel Sales Partners.
Use cases & programmatic ecosystem: How to cover all marketing objectives?Simalaya SA
Programmatic Advertising allows Marketers to tailor messages covering several objectives such as brand awareness, customer acquisition, development or loyalty and retention. We can identify multiple use cases as well as different solutions and players on the market to implement them.
Every advertiser has its own Digital & Programmatic ecosystem: RTB, DMP, DSP, CRM, TMS, Analytics and so on...
Simalaya's conference at the Programmatique Expo 2015 provides key insights to understand this complex ecosystem.
Speaker: Jon Worren, MaRS Discovery District
In this session we look at the basic concepts and principles of marketing that are relevant for early stage start-ups. Jon uses real-life examples to illustrate some of the following:
* What is particular about marketing technology products?
* Understanding the language of marketing for start-ups
* Designing the marketing function in early stage companies
* Creating marketing plans for companies with scarce resources
Part of the MaRS CIBC Presents Entrepreneurship 101 lecture series.
http://www.marsdd.com/ent101
What Works Where in B2B Digital Marketing [2011]Omobono
The 2011 edition of our annual 'What Works Where' research. The 2012 edition will be released shortly, but until then the statistics and insights here are still very useful.
When publishers are considering their programmatic strategy, they need to make a number of important decisions. In the early days of programmatic, publishers made many of these decisions on the fly. However, as the real-time ad sales market matures some clearer patterns have evolved for how publishers manage their overall strategy.
We have identified seven categories of publishers – each reflecting a different approach to creating opportunity from the real-time ad sales marketplace. While there are a variety of approaches to balancing revenue goals with customer experience, we tried to broadly define these categories so that most publishers will be able to determine where they fit.
Download the PDF: https://www.demandmetric.com/content/digital-marketing-best-practices-report
It has been said that “All Marketing is Digital Marketing.” And with good reason! In the last decade (or less), the marketing environment has been transformed.
Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme – with an occasional nod in the direction of the storefront, or traditional marketing (direct mail, print advertising, etc.)
One of the biggest challenges of Digital Marketing is the speed of which it has taken over the marketing organization, often in an ad hoc, uncoordinated fashion.
Demand Metric’s research has consistently shown that Digital Marketing has a very significant and positive impact on the organizations that are employing it when they do so by following best practices and processes in a coordinated, holistic approach.
In this Best Practices Report on Digital Marketing we will cover the Digital Marketing landscape in five distinct categories - Content Marketing, Social Media Marketing, Mobile Marketing, Video Marketing and Public Relations
Brands as platforms - marketing in a digital ageGuy Kedar
Building a platform/ecosystem, enables brands to provide consumers with a value exchange greater than what the specific product/service was able to , and to create a true differentiator for the brand. This deck looks at the ways brands need to approach digital to revolutionize their marketing.
Digital Marketing for Startup & EntrepreneursAmit Panchal
I Created this PowerPoint For Entrepreneurs to Explain Them How to Leverage Digital Marketing Platforms for Startup Effectively. How to Create Good & Custom Content for Blogging? How to Increase Engagement & Followers? How to Measure Success of Digital Marketing Campaign? How to Identify Target Audience on Digital Platforms?
[WSO2Con EU 2017] Integration Platform Strategy for Digital TransformationWSO2
Enterprise integration has been evolving for several decades and has been going through drastic changes. In this slide deck, we focus on the future trends in enterprise integration and how WSO2 integration addresses these needs.
We are living in an age where physical and digital worlds collide and blend into a new ground of unique experience, where information is readily accessible anywhere and anytime. In this age, enterprises the world over are touting large-scale digital
transformation as the foundation for business transformation, to make enterprises scalable, agile and
future-ready
7 Expert Tips for Success with Digital Marketing PlatformsPerficient, Inc.
94% of marketers say improving content creation and delivery processes are instrumental to providing a great customer experience. Follow these seven expert tips to optimize your digital marketing platforms
There are many marketing platforms in internet world. But what is the best for SMEs? That's why the workshop DIGITAL MARKETING PLATFORM FOR SMES will be organized in the end of this year.
The State of Digital Transformation in Marketing and CommunicationSocial Embassy
Extensive study amongst CEO's, CMO's and top brands on digital transformation. What is digital transformation and the impact? How do brands organise? How much are they investing? And what skills do marketeers need to develop? This report basically describes the future of Marketing and Communication.
4Ps of Digital Transformation (Platform, People, Project, Process), by Jasbir...Jasbir Sandhu
Digital Transformation strategy is driven by PEOPLE responsible for implementing successful PROJECTs to optimize and streamline PROCESS. The core foundation of Digital Transformation is the choice of PLATFORM, a Platform that can fit within the existing IT infrastructure or that can integrate with the greater IT ecosystem... by, Jasbir Sandhu
Every enterprise has a multitude of existing systems - including on-premise as well as cloud solutions - that perform critical functions. Integrating data and services across these systems is critical for an enterprise to successfully implement its digital transformation efforts. Therefore, most often than not, enterprise integration is at the heart of any organization’s digital transformation strategy.
Digital Marketing Measurement Framework - Martin WalshMartin Walsh
A Digital Marketing Measurement Framework to assist your organisation to understand, develop, introduce and operationalise digital marketing measurement.
9 essential competencies of platform marketing 11 22 2015Andrew Leone
Summary of the book, "The Rise of the Platform Marketer," which contains 9 essential competencies of platform marketing. To buy this book: http://amzn.to/1N7qcCl
Our Content Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. Demand Metric defines content marketing as the strategies, processes and software technology that enable marketing departments to automate, measure and improve the performance of marketing strategies, activities and workflows.
These strategies and activities include: Email Marketing, Multi-channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing and Marketing Analytics.
The three foundation functions of marketing automation systems are – email marketing, campaign management and lead management. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system.
This study covers the following sections:
- Executive Summary
- What is Content Marketing?
- Benefits of Content Marketing
- Content Marketing Deployment Lifecycle
- Vendor Selection Criteria
- Content Marketing Solutions Landscape
- Content Marketing Maturity Model
- Action Plan
- Analyst Bottom Line
- About the Research Analysts
- Our Solution Study Methodology
- About Demand Metric
To obtain this document, visit us at http://www.demandmetric.com/register
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
Understanding the Ins and Outs of Programmatic for PPCHanapin Marketing
In this presentation, Founder and CEO of MightyHive Pete Kim will join Hanapin Account Manager Bryan Gaynor to tell you all about the importance of implementing programmatic advertising into your PPC strategy. From day-to-day operations to explaining its importance to your CMO, we’ll give you expert insights on the world of programmatic.
Retail Media Network(RMN)-Thought Leadership-2023.pptxsethisaabb
Retail Media Network(RMN)-Thought Leadership-2023 by Publicis Sapient - an understanding how the retail media and the players around it work and function to run the show.
ANTS Programmatic Agency - Credential
ANTS Data-Driven Marketing-Sales Group is the leading technology-driven integrated internet advertising platform in Southeast Asia. ANTS solutions provide a unique Software as a Service (SaaS) platform by combining Demand Side Platform – Supply Side Platform, which includes Data Management Technology and Extraordinary Insight Engine (Founded in 2014).
Beyond just the digital marketing and performance marketing agency, ANTS is proud of providing the full-stack data-driven marketing-sales solution for increasing the profits of our clients in FMCG, F&B, Ecommerce, Etailer, Omnichannel through our successful campaigns.
ANTS Programmatic Agency (ANTS ATD) is ANTS Group’s programmatic specialist division, which is designed as an open, integrated, neutral partner. With more than 50 specialists in over 4 countries, ANTS ATD’s experts and our programmatic platform help clients reach their consumers with the most effective advertising experiences.
ANTS are successful because we eliminate the complexities in digital services, making it easier for consumers to achieve an outcome. Despite years of disruption, confusion and operational risks in programmatic media, ANTS is putting a stake in the ground to do the same with the programmatic & multichannel media buying industry. Specifically, it is pioneering what it means for the advertising industry to offer simplicity and accountability to clients. ANTS vision is to unleash the full economic potential of digital media and business, built on the application of its expertise, data, algorithms, technology and media investments to assume risks and drive measurable outcomes for clients.
With 100 data-driven & programmatic experts, ANTS has over 1,000 clients in 4 markets across Southeast Asia, Singapore, Vietnam and Indonesia.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
3. 3
These trends and predictions are creating
the “Platform Marketing” opportunity
The New England clam bake is
a traditional method of cooking
foods, especially seafood such
as lobster, mussels, crabs,
steamers, and quahogs. The
seafood is often supplemented
by sausages, potatoes, onions,
carrots, corn on the cob, etc -
Wikipedia
4. 4
The big trends – where this is all heading
The audience platform has become highly addressable and is reaching
massive scale
Marketers seeking growth and competitive advantage will now be “leaning in”
hard on these platforms moving huge amounts of budgets from mass media
and traditional direct marketing
We are already seeing marketers moving that budget at scale and seeing 20-
40% lift in yield – and we are just getting started
But the challenge is that yesterday’s marketer does not have the skills and
tools to really go beyond the haphazard “bag of tactics” and gimmicks to
really leverage the opportunity here
So here is where The Platform Marketer comes in…
5. 5
Introducing The Platform Marketer
• Marketing technologist
• Audience platform expert
• Programmatic media buyer
• Addressability expert
• Consumer experience designer
• Consumer privacy & preference advocate
• Decision science P.H.D.
• Measurement and attribution expert
• Multi-channel program strategist
• Segment portfolio manager
• Chief Customer Economist
The Platform Marketer wears many hats and embodies the
collective competencies needed to successfully operate in
this world of addressability at scale
6. 6
The Platform Marketer represents a dramatic shift from the
traditional marketing skills and competencies
The Traditional Marketer The Platform Marketer
Big Data
Media buying driven through the tech stack and
audience platforms
Integrates consumer experience across media and
channels at segment and individual level
The big idea
Programs disconnected from the customer
experience
Marketing moves in real time through programmatic
approach to decisioning and execution
Media buys reliant on buying clout and scale
Marketing moves at the speed of human
decision
7. 7
The Platform Marketer is has a data-driven view of its customer segments and
actively manages strategies and tactics through this portfolio
The Platform Marketer – The Segment Portfolio Manager
8. 8
Content & Context Intent & Behavior Anonymous Individual Identified Individual
Context
Custom
content
Intent
Geo-
location
Device ID
Anonymous
cookie
1st party cookie
Name &
email
Behavior
3rd party
segments
Probabilistic ID
The Platform Marketer is a master of the ever evolving Audience Platform targeting
and optimization capabilities
The Platform Marketer – The Audience Platform Expert
9. 9
The Platform Marketer is a master of the ever evolving Audience Platform targeting
and optimization capabilities
The Platform Marketer – The Audience Platform Expert
10. 10
The Platform Marketer – Programmatic Media Buyer
Programmatic Media Buyer:
The Platform Marketer brings programmatic buying skills to the enterprise
11. 11
DSP
DMP
Online Audience
Segments
Lookalike
Modeling
Match converted
consumers to
anonymous ID and
create look-alike
predictive model to
identify “like”
cookies/ placement
opportunities
through RTB
CRM
Re-Targeting
Identify users
visiting site
(anonymous or
authenticated) and
target customized
impressions after
they leave the site
Direct Match/
Custom Audiences
Match offline “top
deciles” to cookies
through third party
match providers
and target known
consumers on a 1-
1 level
Identify high
performing online
audience
segments (“auto
intenders”) and
target these
anonymous users
through the DSP
The Platform Marketer – Programmatic Media Buyer
Programmatic Media Buyer:
The Platform Marketer brings programmatic buying skills to the enterprise
12. 12
Platform marketers bring addressable data skills that facilitate the exchange of
identity and data for personalization and relevance.
This is a skill!
The Platform Marketer
knows he/she must
maximize his addressable
market through high
coverage of consumer
identifiers and knowledge in
the database
This requires mastery
of consumer
addressability in the
database and
constant collaboration
and leadership with
technology
It also requires deep consumer
insight and experience skills to design
and implement the experiential “value
exchange” that incents consumers to
provide data (e.g, why should a
identify on a site with their facebook
log-in?)
The Platform Marketer – The Addressability Expert
13. 13
What does it look like when it comes together?
Lets use a retail example…
Create “Direct Match” models
based upon these customer
segments
When a “matched” customer views a
Display Ad, the Remarketing Tag fires;
segmenting the consumer into the
appropriate Remarketing List
For example this could be, “High Value
Customer with an upcoming
anniversary”
Develop high value customer
segments:
• “Upcoming Anniversaries”
• “Win backs”
• “Frequent Purchasers”
1-800
Flowers
Customer
Database
14. 14
Based upon 1-800 Flowers data, we know the
customers: transaction history, order preferences,
location, and key dates (ex: anniversary)
Bids and Messaging can then be highly tailored
creating unique Search experiences in addition to
expanding potential keyword portfolios
The high value Customer
Continues Searching for
Anniversary related
queries
What does it look like when it comes together?
Lets use a retail example…
15. 15
Based upon 1-800 Flowers data, we know the
customers: transaction history, order preferences,
location, and key dates (ex: anniversary)
Bids and Messaging can then be highly tailored
creating unique Search experiences in addition to
expanding potential keyword portfolios
The high value Customer
Continues Searching for
Anniversary related
queries
What does it look like when it comes together?
Lets use a retail example…
Segment Portfolio Manager
Audience Platform Expert
Addressability Expert
Programmatic Media Buyer
16. 16
THE WORLD OF THE PLATFORM MARKETER:
Reaching an addressable
audience at scale.
The Audience Platform Digital platforms that
aggregate audiences for data-driven marketing
• Known individual level targeting
reaches massive scale as the core
of the strategy
• Cross device targeting maturity
will accelerate
• 1st party audience expansion and
extension creates massive
addressable scale opportunity
• Search will be the next big
addressable platform
• The info-mediary starts to
take shape
• Digital media convergence
• Programmatic media buying
explodes
Custom audience
media spend in 2017
$8B
RTB media spend in 2017
$9B
17. 17
of Mobile ad spend
in 2017, representing
over 50% of the
overall digital
advertising market
The Tech Stack The Marketer’s data management, analytic,
and decisioning platform that enables audience platform interactions
Decisioning
The Platform Process The new
connected processes for the Platform Marketer
Customer
Strategy
Financial
Management
Experience
Delivery
The Metrics The new metrics for the new world of
addressability at scale
• Addressable target
audience reach
• Audience identifier
coverage in the database
• Knowledge attribute
coverage in the database
• % addressable interactions
Ad Serving & Tagging
Data Management
Attribution
Matching
CRM Platform
Over $31B
ecommerce sites will be
socially connected by 2015
50% of all
18. 18
The Adaptive Customer Organization
The analytic, technical, and creative competencies that form a highly
adaptive organization
EXPERIENCE
STRATEGY
& PLANNING
AUDIENCE
MANAGEMENT
MEASUREMENT
& OPTIMIZATION
TECHNOLOGY
CXO Chief
Experience Officer
CIO Chief
Information Officer
Marketing Stack
Personalization
Consumer Data
Attribution
Marketing Mix
Business Intelligence
Decision Science
Addressability
Audience Platforms
Innovation & Testing
Design & Planning
Consumer Preference
& Governance
Product Management
Brand Leadership
Portfolio Management
Segment Leadership
19. 19
The Platform Marketer has the skills and competencies
to take advantage of addressability at scale – but must
operate within the Adaptive Enterprise
The Adaptive Customer Enterprise
represents the infrastructure,
processes, and organization that
rapidly adapts to opportunities in
the ever-evolving world of the
addressable platform.
The Platform marketer, thrives in
this environment that is purpose
built for innovation, speed-to-
market, and data-driven execution.
20. 20
The Platform Marketer has the skills and competencies to
take advantage of addressability at scale – but must operate
within the Adaptive Enterprise
21. 21
Last year, we introduced the concept of the Digital Marketing
Value Chain – this is the Platform Marketers sandbox
Digitization of the end-to-end marketing data management, planning, and
execution value-chain drives real-time optimization at the individual level
Integration
Digital Marketing Value Chain
Connected
ConsumerView
22. 22
Billions in investment capital and marketer spend is pouring
into technologies – but is has been confusing and
fragmented
Digital Media “LUMAscape”
23. 23
In the last 12-18 months, we have seen the most advanced marketers
rationalizing all of this technology into a rationalized, unified stack
Decisioning
Platforms
Ad Serving &
Tagging
Data Management
Platforms
Attribution
Platforms
Matching
Platforms
CRM Platforms Marketing Customer Data Warehouse
Audience
Platforms
Platform
Marketer
Stack
Name & address 3rd party cookie 3rd party segment Context
1st party cookie Device ID Geo-location Social ID / handle
Execution
Currencies
24. 24
CRM Data Platforms
Decisioning
Platforms
Ad Serving &
Tagging
Data Management
Platforms
Attribution
Platforms
Audience
Platforms
Platform
Marketer
Stack
Name & address 3rd party cookie 3rd party segment Context
1st party cookie Device ID Geo-location Social ID / handle
Execution
Currencies
Matching
Platforms
CRM Platforms Marketing Customer Data Warehouse
CRM is still the root of where the value lives. Analysis and
insight on known consumer behavioral, attitudinal, and value-
based insights drives every decision upwards in the stack.
The ability for the marketer to operationally and analytically
make the connections to and from the CRM database into the
digital stack is the foundation for the Platform Marketer.
25. 25
The core of the platform is the connected view of the
consumer
• Consolidated view of the consumer
across all touchpoints
• Allows clients to analyze their
programs in context of the whole
picture
• Valuable insights on consumer
value, attitudes, and behaviors
• Attribution – provides foundation
for effective measurement
• Multi-media, multi-channel
optimization based on facts
SocialPrint
DM &EM
Display
Search
TV/Video
Mobile
Site
Product
LTV Segment
Demographics
Life Events
Call center
Meetings
26. 26
CRM Database
Targeting & Personalization
cR
TV Print Radio CCDM EM Display Search Social Mobile SiteRetail
Offline Media
Database
Digital Data
Mgmt Platform
First, Second and Third Party Data Sources
Integrated attribution and
targeting accessible in real-time
All anonymous and known digital
exposures keyed to a universal
user key (cookie level)
Connected Recognition (cR) links known
consumers (and their value) to their media interactions in
the anonymous marketplace – mass and digital
Foundational view of the prospect and
customer including segmentation,
contact history, and value
All offline media interactions mapped
to the individual/HH level including
media research panel data
Segmentation
Measurement & Attribution
Consumer Event Stream
Connected CRM Platform
27. 27
How does it come together – digital data integration
example
Site Visit Date
Cookie
ID/Device
Account ID Order Number Known? Real-world ID
Jan 21 ID 123/PC
John Smith
jsmith@aol.com
Buffalo, NY
Jan 21 ID 123/PC
Jan 22 ID 123/PC
Feb 15 ID 123/PC 03211231 Purchase
Feb 24
ID 234/Mobile
Browsing
Feb 27
ID 234/Mobile
Browsing
C9787 Login
1. Track online and
mobile user activity
2. Link data based
on action
3. Identify user
28. 28
One individual gets a DM piece and passes to her spouse who then is
browsing online, clicks a banner and submits the membership application
• By integrating CRM and anonymous data, we can see the interaction effects across all media and how
they impact response
• This process can be done across all media including display, PPC, social, DM, print – any media
where we can tag or collect a name/address
CRM
Database
Integrated
Media
cR
Prospect ID First Last Address DM Key Code Campaign ID Date
123322777 Owen McCorry 123 Main St. DM42343 999 12/15/2011
App ID Date Channel Email First Last Address
1234 01/30/2012 Phone nmccorry@gmail.com Nancy McCorry 123 Main St.
App ID UID Time Event Site/Page Creative
98765 12:30 PM PPC Impression Google A1
98765 2:10 PM Banner Impression CNN.com B2
1234 98765 2:25 Online Enrollment Thank You
Anonymous
Database
Online to offline linkage – Connected Recognition
29. 29
The Consumer Event Stream
User ID Date Time Event ID Event Desc
1234 2/1/2012 DM437 DM Delivered
1234 2/2/2012 3:05 pm DI9076 Display Impression
1234 2/2/2012 3:06 pm CC068 Inbound Call Center
1234 2/2/2012 5:05 pm EM087 Sent Email
1234 2/2/2012 9:30 pm EM088 Opened Email
1234 2/2/2012 9:30 pm EM089 Clicked Email
1234 2/6/2012 9:00 pm PS674 Clicks Paid Search
1234 2/6/2012 9:15 pm Q8740 Completes Quote
User Event Table
Event Meta Data
Event ID EM088
Creative
A2346 Insurance you can
count on
Offer
OI92365 $14/Mth for $25K
Coverage
Product P978 Term Life
DM
Delivered
2/1/2012
Shown Display Ad
2/2/12 3:05pm
Calls 800#
Requests Info
and gives email
2/2/12 3:06 pm
Clicks Branded
Paid Search Ad
2/6/12 9:00 pm
Sent Email
2/2/12 5:05pm
Opens Email
2/2/12 9:30 pm
Completes
quote request
on site
2/6/212 9:15 pm
30. 30
DMP and Attribution Platforms
Decisioning
Platforms
Ad Serving &
Tagging
Audience
Platforms
Platform
Marketer
Stack
Name & address 3rd party cookie 3rd party segment Context
1st party cookie Device ID Geo-location Social ID / handle
Execution
Currencies
Matching
Platforms
CRM Platforms Marketing Customer Data Warehouse
Data management (DMP) and attribution platforms must
integrate across online and offline channels and integrate
seamlessly upward and downward into the stack to flexibly
bring together offline value/segmentation together with
development of valuable online audiences.
Attribution and DMP are not separate functions but should be
treated as an integrated process.
Data Management
Platforms
Attribution
Platforms
31. 31
Granular attribution allow us to fractionally assign credit to
each touch point into event stream prior to conversion
15% 20%20% 40% 5%
Event Cost
Attributed
Credit Value
DM Delivered $.35 .15 $300
Display Impression $.001 .20 $400
Inbound Call Center Experience $10.25 .40 $800
Sent Email $.02 .20 $400
Paid Search Ad $.03 .05 $100
Predicted Customer LTD: $2,000
User Level Attribution
Program Level Attribution
This scenario represents success in that the predicted customer value is
realized/confirmed and there is a strong program ROI. Next step is to “operationalize”
this scenario for maximum impact.
Campaign Display-DSP
Spend $10,000
Impressions 102,504,000
Quotes 320
Policies 45
Cost Per Policy $222
Total Policy Value $45,000
ROI 350%
32. 32
Targeting Platforms
Ad Serving &
Tagging
Audience
Platforms
Platform
Marketer
Stack
Name & address 3rd party cookie 3rd party segment Context
1st party cookie Device ID Geo-location Social ID / handle
Execution
Currencies
Matching
Platforms
CRM Platforms Marketing Customer Data Warehouse
Data Management
Platforms
Attribution
Platforms
Decisioning
Platforms
The targeting platform is a cross-channel and media entity and
incorporates site, display, video, mobile, addressable TV.
Management and rationalization of multiple decisioning engines
and demand side platforms is a critical skill and must have an
integrated view of the consumer at the center of the approach.
33. 33
Measurement output also integrated into targeting
algorithms
Cookie
Keyword
User ID
Conversion
ID
Event
ID
Attribution
Weight
1234 C76532 DM437 .05
1234 C76532 DI9076 .32
1234 C76532 PS674 .11
1234 C76532 Q8740 .25
Model-based
attribution weights
Digital
platforms
Targeted
Experiences
Real-time
bidding
Publisher
Publisher
Engine
Engine
Attribution data
1000101110101
0100111001110
Demand Side
Platform
(DSP)
Search Bid
Platform
Anonymoustargeting
Anonymous Data
34. 34
Execution Currencies
Ad Serving &
Tagging
Audience
Platforms
Platform
Marketer
Stack
Execution
Currencies
Matching
Platforms
CRM Platforms Marketing Customer Data Warehouse
Data Management
Platforms
Attribution
Platforms
Decisioning
Platforms
Name & address 3rd party cookie 3rd party segment Context
1st party cookie Device ID Geo-location Social ID / handle
The “execution currencies” represent the level of granularity
and the actual data transfer between the marketer platforms
and audience platforms to enable targeting and optimization.
Currencies have to be understood and integrated into the data
model, analytics/attribution, and targeting vertically on an
ongoing basis.
35. 35
Data Out
“Transparency”
Aggregate
Impressions
Clicks
Leads
Individual Impressions
Full Site Path & Engagement
Leads, Conversions, Value
Insights
Aggregate Match
Rate
Conversions
Volume
Data exchange between the marketing stack and the
audience platforms take on different, evolving forms
Data In
“Currencies”
Platforms
Content &
Context
Intent &
Behavior
Anonymous
Individual
Identified
Individual
Placement Keywords
3rd Party Segment
Intent
Location/Check in
Social Signal
Email, Phone #Geo
Technographics
Conversion Value
Freq & Recency
Site
36. 36
Audience Platforms
Ad Serving &
Tagging
Platform
Marketer
Stack
Execution
Currencies
Matching
Platforms
CRM Platforms Marketing Customer Data Warehouse
Data Management
Platforms
Attribution
Platforms
Decisioning
Platforms
Name & address 3rd party cookie 3rd party segment Context
1st party cookie Device ID Geo-location Social ID / handle
The audience platforms are the marketers access to the
addressable consumer. These platforms are constantly in flux
and the rules of optimization, transparency, and data access
are varied and constantly in flux.
The Platform Marketer and agency must stay constantly in tune
and ahead of these changes – in the best cases, driving and
influencing these platform roadmaps.
Audience
Platforms
37. 37
Digital Marketing Stack
Ad Serving &
Tagging
Platform
Marketer
Stack
Execution
Currencies
Matching
Platforms
CRM Platforms Marketing Customer Data Warehouse
Data Management
Platforms
Attribution
Platforms
Decisioning
Platforms
Name & address 3rd party cookie 3rd party segment Context
1st party cookie Device ID Geo-location Social ID / handle
Audience
Platforms
Value is achieved through
vertical integration, which
allows these components
to work together to drive
greater insights and
optimization.
38. 38
The Platform Marketer has the skills and competencies to
take advantage of addressability at scale – but must operate
within the Adaptive Enterprise
39. 39
Connected CRM (cCRM) Framework
Enterprise segmentation, which includes value and lifecycle
dimensions, forms the foundation of CCF
What data,
systems,
tools and
technologies
will be
necessary?
How do we
organize and
what
capabilities
and business
processes will
be necessary?
Organization
Infrastructure
Experience Delivery
Financial Management
Customer Strategy
Financial management informs customer strategy and experience
delivery decisions as a closed loop process
These strategies are then translated into actionable media and channel
plans that result in highly personalized, targeted experiences
Portfolio Strategy
Segment Strategy Program Strategy
Experience delivery performance is continuously attributed across
media and channels which, in turn, drives optimized budget allocation
Media Planning Channel Planning
Targeting & Personalization
Measurement & Attribution
Budget Allocation
40. 40
The Adaptive Customer Enterprise operates within a
consumer-centric, platform-ready process framework
Connected CRM Process Framework
Customer Strategy Experience Delivery
Financial
Management
Mega-ProcessesProcessesSub-Processes
Media
Planning
Targeting &
Personalization
Channel
Planning
41. 41
Customers Added To Database
Digital Targeting Model
Created
Models Fed Into DSP
Digital Attribution
Optimized In Media Platforms
Quotes and recently sold customers who responded to
display and search are collected in the database
Analytic process uses algorithmic attribution of conversions
across display, search, mobile, and social – beyond last-
click
Based on attribution, media mix, frequency, and cost allow-
ables are all optimized directly into the media platforms
“High-value” segment flagged and their online behaviors
across digital media and channels is analyzed to create a
look-alike model
Models implemented to DSPs to drive higher bid amounts
on high value inventory
Targeting & Personalization
42. 42
Consumer Behavior Captured
Analytics To Define
Anonymous Look-alikes
Models Are Fed To
Personalization Engine
Real-time Decisioning On The
Site And Call Center
Ongoing Measurement
& Refinement
Consumers are tracked across multiple channels and
media (both anonymous and identified) and subsequently
matched to personally identifiable information where
required
Going forward, prospects are provided with a highly
personalized experience across all channels (call centers,
web and mobile sites, retail locations)
Ongoing measurement and optimization of user paths and
offer management takes place as data is refreshed in the
database in real-time
From there, models are created from existing members to
correlate profiles to value
Model outputs predict “next best offer” and content
personalization for subsequent channel visits and
interactions. Model outputs form rules for real-time
interaction in optimization tool
Channel Planning
43. 43
The Platform Marketer has the skills and competencies to
take advantage of addressability at scale – but must operate
within the Adaptive Enterprise
44. 44
The CXO and CIO partnership
CIOChief Experience Officer
Owns the marketing
technology stack and
operates it through the
Adaptive operating model
Provides infrastructure,
program management, and
big data management skills
and support
46. 46
New metrics will be applied to the Platform Marketer
and the Adaptive Customer Enterprise
Coverage of audience
identifiers in
customer/prospect universe
Addressable “target
audience” reach across the
anonymous and
addressable universe
New
platform
metrics
Coverage of knowledge
(attributes) across the
customer/prospect universe
Addressability Index: % of all
interactions that were
addressable and personalized
47. 47
In Closing
Incredible opportunity for growth and competitive
advantage in the platforms
Mastery of the audience platform and the marketing
stack is a must…
But technology isn’t enough – you will have to become
the Platform Marketer and transform into the Adaptive
Customer Enterprise
Are you ready?
48. 48
Table Discussion
• How is addressability being
leveraged your organization?
• Is this recognized as a key growth
opportunity?
• Do you have the marketing stack in
place?
• How/where do the platform marketer
competencies live in your
organization?
• What are the big challenges?