Data Science Salon: Enabling self-service predictive analytics at BidtellectFormulatedby
Having previously worked at both Millennial Media and AOL, Michael Conway brought his expertise to Bidtellect tasked with transforming the business to a self-service SaaS-based content distribution platform, enabling the company to grow 10-fold.
Next DSS MIA Event - https://datascience.salon/miami/
During the 30-minute presentation, Michael will provide background information about Bidtellect and how data is an integral component of the business managing their premium native inventory across their supply ecosystem with over 5 billion native auctions per day. As Bidtellect embraces big data, Michael will share the challenges and successes he and his team have experienced along the way. In addition, Steve Sarsfield, Vertica Senior Product Marketing Manager, will be available to discuss how specific technologies (SQL, Python, R and embedded algorithms) can be combined in an MPP environment to achieve big data analytics success.
Maximize the benefits of digital advertising media by analyzing customers' reaction and quantitatively measuring ad effectiveness, and efficiently deliver advertising messages.
Outbound Lead Generation With Best Lead Mining Tools In 2024.pdfSendEngage
Outbound lead generation refers to the process of identifying and reaching out to potential customers or clients who have not yet expressed interest in a product or service. Unlike inbound lead generation, where customers come to you through channels like content marketing or referrals, outbound lead generation involves proactive outreach efforts.
Data Science Salon: Enabling self-service predictive analytics at BidtellectFormulatedby
Having previously worked at both Millennial Media and AOL, Michael Conway brought his expertise to Bidtellect tasked with transforming the business to a self-service SaaS-based content distribution platform, enabling the company to grow 10-fold.
Next DSS MIA Event - https://datascience.salon/miami/
During the 30-minute presentation, Michael will provide background information about Bidtellect and how data is an integral component of the business managing their premium native inventory across their supply ecosystem with over 5 billion native auctions per day. As Bidtellect embraces big data, Michael will share the challenges and successes he and his team have experienced along the way. In addition, Steve Sarsfield, Vertica Senior Product Marketing Manager, will be available to discuss how specific technologies (SQL, Python, R and embedded algorithms) can be combined in an MPP environment to achieve big data analytics success.
Maximize the benefits of digital advertising media by analyzing customers' reaction and quantitatively measuring ad effectiveness, and efficiently deliver advertising messages.
Outbound Lead Generation With Best Lead Mining Tools In 2024.pdfSendEngage
Outbound lead generation refers to the process of identifying and reaching out to potential customers or clients who have not yet expressed interest in a product or service. Unlike inbound lead generation, where customers come to you through channels like content marketing or referrals, outbound lead generation involves proactive outreach efforts.
Multi channel Strategy MoMoChicago January 24, 2011Trace Johnson
Niti Vaish of Slalom Consulting delivers a very insightful discussion of how to create a true multi-channel strategy for brands to leverage mobile presence, social media, and the wealth of unstructured data that is generated in conversations about your brand in order to generate positive ROI.
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.
The traditional ways of measuring multi-channel marketing one channel at a time no longer work because consumers don’t interact with companies or their products that way. They cross channels and move through a variety of touch points, using a number of different devices, from anywhere in the world. Fueled by ubiquitous connectivity, consumers are more empowered than ever, creating a challenge for advertisers to measure and improve the performance of their marketing channels, tactics and strategies.
Gaming marketing automation and multiplayer game developmentShepHertz
Develop rich & engaging games with AppWarp multiplayer engine and boost user acquisition, engagement, retention & conversion with App42 Marketing Automation.
Planning For The Personalization Journey: From Empathy to EngagementRachel Wandishin
Tailored digital experiences that respond to the need of each end-user are the next step on the path of digital maturity.
In this webinar, Dave Sawyer, Lead Optimization Strategist at FFW, and Kasia Sinczak, Lead Content Strategist and User Researcher at FFW, and Eric Fullerton, Product Marketing Manager at Acquia, will outline the steps necessary to deploy a successful personalization strategy.
Content creation, storage, and access are easier and cheaper than ever before. Organizations are beginning to compete on delivering multi-message, multi-channel strategies to the right prospects at the right time. Behind the scenes, this involves a coordinated effort between a complex set of variables including marketing technology tools, content, the right mix of talent, and a willingness to experiment. None of these variables are as important or complicated as the human being ultimately responsible for the purchase decision. The most impressive technology stack, biggest data warehouse, and well-planned content calendar are useless if they lack the empathic understanding to give users what they need to take action.
Whether thinking about personalization for the first time or looking to improve your approach, join Dave, Kasia and Eric to learn about ways you can start converting prospects to customers with personalization.
The Evolution of OOH through Programmatic Drew Thachuk
Like most industries, out-of-home ad networks are undergoing a major digitization transition,affecting their network operations and sales processes. Global OOH ad spend is on the rise, driven by increased investment by media owners in technology and digital signage. This transition has made the medium more flexible and measurable, making it more easily executable and comparable alongside other digital channels. Most networks have begun steps to enable programmatic sales on their networks
This exercise provided me with the opportunity to tackle real-world scenarios and challenges, showcasing my creativity and expertise. As a seasoned professional, it allowed me to push my limits and think outside the box.
Microsoft Dynamics 365 for Customer Service. Care. Everywhere. An increasingly connected digital world has changed the way customers engage with brands. Get in Touch for Microsoft Dynamics 365 for Customer Service Partner & Demo- https://www.dynamicssquare.com.au/dynamics-365-customer-service/
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.
Helping brands to foster deeper customer relationships mParticle
A brief introduction to the mParticle Customer Data Platform. In 5 mins learn how mParticle's API-powered consumer data platform is used by customer-centric organizations to fuel amazing Customer Experiences and improve Customer Lifetime Value.
Alex Kesaris
akesaris@mparticle.com
+447400999957
MASTERING DIGITAL TRANSFORMATION IN THE NEW BUSINESS ERADaniel McKean
Digital Transformation. It's not just about getting the latest tech; it's about a deep, meaningful shift in how businesses operate and connect with their customers.
Multi channel Strategy MoMoChicago January 24, 2011Trace Johnson
Niti Vaish of Slalom Consulting delivers a very insightful discussion of how to create a true multi-channel strategy for brands to leverage mobile presence, social media, and the wealth of unstructured data that is generated in conversations about your brand in order to generate positive ROI.
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.
The traditional ways of measuring multi-channel marketing one channel at a time no longer work because consumers don’t interact with companies or their products that way. They cross channels and move through a variety of touch points, using a number of different devices, from anywhere in the world. Fueled by ubiquitous connectivity, consumers are more empowered than ever, creating a challenge for advertisers to measure and improve the performance of their marketing channels, tactics and strategies.
Gaming marketing automation and multiplayer game developmentShepHertz
Develop rich & engaging games with AppWarp multiplayer engine and boost user acquisition, engagement, retention & conversion with App42 Marketing Automation.
Planning For The Personalization Journey: From Empathy to EngagementRachel Wandishin
Tailored digital experiences that respond to the need of each end-user are the next step on the path of digital maturity.
In this webinar, Dave Sawyer, Lead Optimization Strategist at FFW, and Kasia Sinczak, Lead Content Strategist and User Researcher at FFW, and Eric Fullerton, Product Marketing Manager at Acquia, will outline the steps necessary to deploy a successful personalization strategy.
Content creation, storage, and access are easier and cheaper than ever before. Organizations are beginning to compete on delivering multi-message, multi-channel strategies to the right prospects at the right time. Behind the scenes, this involves a coordinated effort between a complex set of variables including marketing technology tools, content, the right mix of talent, and a willingness to experiment. None of these variables are as important or complicated as the human being ultimately responsible for the purchase decision. The most impressive technology stack, biggest data warehouse, and well-planned content calendar are useless if they lack the empathic understanding to give users what they need to take action.
Whether thinking about personalization for the first time or looking to improve your approach, join Dave, Kasia and Eric to learn about ways you can start converting prospects to customers with personalization.
The Evolution of OOH through Programmatic Drew Thachuk
Like most industries, out-of-home ad networks are undergoing a major digitization transition,affecting their network operations and sales processes. Global OOH ad spend is on the rise, driven by increased investment by media owners in technology and digital signage. This transition has made the medium more flexible and measurable, making it more easily executable and comparable alongside other digital channels. Most networks have begun steps to enable programmatic sales on their networks
This exercise provided me with the opportunity to tackle real-world scenarios and challenges, showcasing my creativity and expertise. As a seasoned professional, it allowed me to push my limits and think outside the box.
Microsoft Dynamics 365 for Customer Service. Care. Everywhere. An increasingly connected digital world has changed the way customers engage with brands. Get in Touch for Microsoft Dynamics 365 for Customer Service Partner & Demo- https://www.dynamicssquare.com.au/dynamics-365-customer-service/
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.
Helping brands to foster deeper customer relationships mParticle
A brief introduction to the mParticle Customer Data Platform. In 5 mins learn how mParticle's API-powered consumer data platform is used by customer-centric organizations to fuel amazing Customer Experiences and improve Customer Lifetime Value.
Alex Kesaris
akesaris@mparticle.com
+447400999957
MASTERING DIGITAL TRANSFORMATION IN THE NEW BUSINESS ERADaniel McKean
Digital Transformation. It's not just about getting the latest tech; it's about a deep, meaningful shift in how businesses operate and connect with their customers.
Before an advance formal Discovery Session for which planners will gather relevant business, market, and product insights, the FIRST ACTIONABLE strategic step in the strategic planning process is to develop an initial Go-To-Market framework.
Harnessing the Power of Predictive Models for Marketing Campaign Optimization...Daniel McKean
In the fast-paced world of digital marketing, making data-driven decisions is not just an advantage; it's a necessity. Among the plethora of tools and techniques at the disposal of marketers and data analysts, predictive models stand out for their ability to transform complex marketing challenges into opportunities for strategic optimization.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
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.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
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.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
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.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
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MAR-TECH PLATFORM REVIEW
Platform Purpose & Use Description Primary Benefits
MediaMath
Programmatic Digital Ad Buys
& Placements
Ad Serve platform that uses tags and
pixels designed to more efficiently buy
and place digital advertising.
• Optimizes Ad Campaign CTR performance.
• Optimizes what creative is working.
• Optimizes media budget and impact.
Lotame
Audience Profiles Creation &
Digital Ad Targeting
A data warehouse that uses tags and
pixels to collect, sort and house audience
profile information. Delivers vast volumes
of third party behavioral & demographic
data to use for audience targeting.
• Optimizes audience targeting based on conversion performance metrics.
• Leverages actionable marketing insights gathered across other owned
channels and throughout the user journey.
• Optimizes media budget and impact with insights leveraged for multi-
touchpoint campaigns.
Impact Radius
Conversion Channel
Attribution & User Touchpoint
Journey Maps Tracking
A platform that uses tags and pixels to
identify user actions and touchpoints
which contribute to conversion.
• Aggregates, analyzes and optimizes marketing channel and content audience
influence for steering marketing execution.
• Answers what, where, when within the user multi-touchpoint journey path.
• Optimizes media budget and impact as well as for multi-touchpoint campaigns.
Sprinklr
Social Media & Community
Management
An integrated management platform for
online listening, publishing and
engagement to manage Facebook,
Instagram, Twitter and YouTube
performance.
• Aggregates campaign data performance insights across all owned social
media profiles and eliminates needs for individual channel tracking and online
activity.
• Optimizes social media and content execution & performance.
• Identifies key influencers engaging and talking about precision medicine and
brand initiatives.
Kochava
Mobile Digital Ad Optimization
& Conversion Tracking
A mobile centric analytics platform
providing holistic unbiased analytics to
plan, target, measure and optimize mobile
media spends.
• Optimizes mobile media buys based on audience targeting.
• Provides in-app conversion [event] performance tracking.
DOMO
Business Intelligence
Visual Analytics Stakeholder
Dashboard
Connects and blends data from disparate
sources and turns it into actionable visual
program intelligence and reporting.
• Near-real-time and real-time cloud-based data analytic views to monitor and
execute campaign and program performance.
• Stakeholder access levels provides data dashboard views most relevant by
stakeholder and needs.
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March 2018 – [AoU Analytics Framework]
PRIVACY & HSS COMPLIANCE VERIFICATION
Regarding Third-Party Services
Category: Advertising Tools
Third-Party Tool Purpose & Use Tag & Pixel Benefits
Link to Third-Party’s
Privacy Policy
How to Opt-Out
for this Service
MediaMath
Ad Serve platform that uses tags
and pixels designed to more
efficiently buy and place digital
advertising.
• Optimizes Ad Campaign CTR performance.
• Optimizes what creative is working.
• Optimizes media budget and impact.
http://www.mediamath.co
m/privacy-policy/
http://www.mediamath.co
m/privacy-policy/
Lotame
A data warehouse that uses tags
and pixels to collect, sort and
house audience profile
information. Delivers vast volumes
of third party behavioral &
demographic data to use for
audience targeting.
• Optimizes audience targeting based on
conversion performance metrics.
• Leverages actionable marketing insights
gathered across other channels and the user
journey.
• Optimizes media budget and impact.
https://www.lotame.com/
about-lotame/privacy/
https://www.lotame.com/
about-lotame/privacy/opt-
out/
Impact Radius
Conversion Channel Attribution &
User Touchpoint Journey Maps
Tracking
• Aggregates, analyzes and optimizes marketing
channels and content for audiences of influence.
• Answers what, where, when within the user multi-
touchpoint journey path.
• Optimizes media budget and impact.
https://www.impactradius
.com/privacy/
https://www.impactradius
.com/privacy/
Kochava
Mobile Digital Ad Optimization &
Conversion Tracking
• Provides holistic unbiased analytics to plan, target,
measure and optimize media spend.
• Optimizes mobile media buys based on audience
targeting and conversion performance tracking.
https://www.kochava.com
/support/privacy/
https://www.kochava.com
/support/privacy/
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March 2018 – [AoU Analytics Framework]
PLATFORM INTEGRATIONS
What does a typical Brand Ad Tech stack look like?
Social Data
Tools
DATA
Data
Suppliers
DMP Data
Exchanges
Metrics
Audience
Metrics
Web
Analytics
Post Evaluation
(Ad Effectiveness)
Affiliate Network
Sales House
Ad Network
Publisher
Ad
Server
Ad
Server
Media
Agency
Advertiser
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March 2018 – [AoU Analytics Framework]
PLATFORM INTEGRATION ROLES
How does our AoU MarTech stack & owned channels impact the user journey?
AGILE
MARKETING
MANAGEMENT
MARKETING
DASHBOARDS
ADVOCACY
CONSENT &
ENROLLMENT
OPT-IN OR APP
DOWNLOAD
RETARGET
EDUCATE
ATTRACT
WEBSITE
EMAIL EMAIL
EARNED
MEDIA
EMAIL EMAIL
WEBSITE WEBSITE
SOCIAL
COMMUNITIES
AWARENESS >> CONSIDERATION >> TRUST >> DECISION >> CONVERSION >> VALIDATION >> CONSENT >> ENROLLMENT >> ADVOCACY
VLOGS
WEBSITE
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March 2018 – [AoU Analytics Framework]
COLLABORATION
How data insights will be used, shared and disseminated.
Business Intelligence Dashboard
What is a Business Intelligence Dashboard?
• A business intelligence dashboard creates visualizations that are
impactful in ways that rows and columns of data can never be.
• Domo gives us the freedom to visualize data any way we need, so it
can clearly inform our decisions to move the initiative forward.
• Dashboard design will give stakeholders at all levels specific visual
analytic views that are most relevant to individuals or stakeholder
groups.
• Metrics and data views selected should representa visual story on
our performance and progress aligned to reporting requirementsfor
each stakeholder level.
• Our license gives us the opportunity to assign usage permission
rights to (4) additional individuals so that they may be active in
creating custom dashboards and views based on specific needs.
• Proposed access permission authoring rights: Scripps STSI, Vibrent.
Prime Benefits
• Connects all stakeholders with the data for
making smarter, faster decisions.
• Provides more than 450 data connectors
to the most popular business applications
with custom APIs and off-the-shelf apps
for quick and real-time data access and
updates.
• Enables formulating conclusions and
answers questions quickly with intuitive
data exploration and filtering.
• Dashboards provide real-time updates and
can be cloud published with security
access for review by any stakeholder
identified as part of a stakeholder group.
Import
Paid Media Data
Import
Earned Media Data
Import
Owned Media Data
Import
Website & Mobile App Data
Import
Email Retargeting Data
Import
Offline Event Data
Import
Partner Data
Link to
DRSC Data
Real-Time Campaign
Performance Intelligence
Continually Optimize
Campaigns
Share Insights & Learnings
with Stakeholders
Visual Analytics: represents individual and blended datasets
into visual graphical views for quick consumption of salient data
points.
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March 2018 – [AoU Analytics Framework]
PLATFORM REVIEW
What is a Demand Side Platform (DSP)?
• A DSP is a Programmatic Ad Serve platform designed to more
efficiently buy and place digital advertising.
Prime Benefits
• Activates predictive highly targeted audiences to power one-to-
one engagements down to location and browser behavior.
• Accesses omnichannel media at scale to deliver relevance of
connected context and message.
• Lowersthe cost of media buys with RTB, a flat monthly rate,
and access to inventory from multiple ad buying exchanges and
outside of exchanges (e.g. Facebook, Instagram, FB Audience
Network, non-linear television.
• Closes the loop between measurementand optimization with
powerfulmachine learning.
• Campaign Performance gets better over time from aggregated
results over past media buys.
• Leverages DMPs (data managementplatforms) to advance
target audiences to reach the right people at the right time with
the right content.
• Provides robust and accurate data for campaign optimizations.
AUDIENCE
Activate predictive audiences to power
one-to-one customer conversations.
MEDIA
Access omnichannel media at scale to
deliver relevance of context & message.
INTELLIGENCE
Close the loop between measurement
and optimization with powerful machine
learning.
Place Monthly
Insertion Order
(Media Buy)
Deliver Targeted
Audience Ads
Track & Measure
Channel & Outlet
Placements
Benchmark
Channel & Outlet
Performance
Leverage
Continuous Machine
Learnings
Optimize Campaigns
for Conversions
Leverage Insights &
Learnings Across
Marketing Channels
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March 2018 – [AoU Analytics Framework]
Optimize Performance x Placement, Campaigns, Audiences, Creative, Device, Location, more.
DASHBOARD INSIGHTS
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TECHNOLOGY REVIEW
DATA MANAGEMENT PLATFORM
AUDIENCE PROFILING
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March 2018 – [AoU Analytics Framework]
PLATFORM REVIEW
What is a DMP?
• A data warehouse that uses tags and pixels to
collect, sort and house audience profile
information.
• Partitions and segments data into demographic
skews (age, gender, income, education, family
status), as well as location, interests and affinities,
and online behaviors.
• Using cookies and pixel tags, data is collected
from site visits as first-party data from any
source…
including websites, apps, social, email, CRM,
search, campaign data, and beyond — for one
holistic view of consumers.
Helps to deliver greater target marketing with more
relevant content, products and services, at the
right time.
Prime Benefits
• Collection and managementof 1st party data with
seamless integration with DSP advertising platforms.
• Ability to combine first-party with third-party data to
make ad campaign audience segments even more
targeted and effective.
• Connects data from all target audience devices to
reach them in the right place, at the right time!
• Provides insights into which audience segments are
performing the best.
• Can combine offline, email and CRM data with 3rd
party data sources for a holistic view of audiences for
actionable intelligence.
• Leverages learnings to help steer and optimize
content execution – learn what content resonates
most with audiences.
• Leverages learnings to create powerfullook-alike and
act-alike models to extend our most valued audiences
across multi-touch, multi-channel campaigns (e.g.
targeted social media using custom audiences.)
• Provides built-in optimization and retargeting
algorithms to improve performance-based,mid-flight
ad campaign targeting.
Tag AoU Site
& Integrate with Partner Activity
Collect Early Beta Site Visitor
Audience Characteristics
Track & Measure Beta Audience Insights
Build Audience Profiles Based on Past
Beta Learnings & Desired Attributes
Target National Media Buys Based on
Desired Audience Profiles
Track & Measure Ad Campaign Audience
CTA Performance
Continuously Learn & Optimize Media Buys
For Better Performance
Leverage Audience Insights Across Other
Digital Campaigns & Touchpoints
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March 2018 – [AoU Analytics Framework]
PURPOSE AND USE
Website
Track & Analyze general
website Visitor Audience
characteristics mapped to
available 3rd party data
profile attributes.
Optimization
Campaign Evolutions
Continue to Learn & Apply
Insights across National &
Partner Campaigns.
Partner Campaigns
Leverage Insights via Partner
Activity to discover actionable
trends based on location and
Campaign execution.
National
Ad Campaign & Marketing
Incorporate Continuous Learnings
into Ad & Multi-Touch Campaign
rollouts with expanded testing of
targeted audience profiles.
1
3
2
4 Lotame
DMP
Who is responding to our campaigns? How are we optimizing audiences via US Census and socio-demo diversity? Who is seeing our campaigns via
diversity and at what impression levels? How do we find more people that are like the people that are responding?
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March 2018 – [AoU Analytics Framework]
CORE BENEFITS
Generate
actionable strategic
campaign insights
for targeting.
Optimize
campaign performance
to grow influence and
impact.
Monitor
campaign target
audience delivery
and attribution.
Identify
key performance drivers
which lead to greater
conversions.
4
2
1
3
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March 2018 – [AoU Analytics Framework]
DMP CORE PILLARS
DataOrganization uses a
parent/child structure
allowing data to be
segmented by audience
profiles and by partner
activation attribution.
DataActivation leverages
data
portability to enable
actionable use of strategic
insights across ad servers,
DSPs, search, social, and
CMS – as well as raw data
analysis for use by Scripps.
DataAnalytics
providesaudience
performancemetrics
across demographics
(age, gender, income,
family status),
interests/affinities,
and online user
behaviorsfor better
campaign targeting.
DataCollection
is aggregated from
various disparate
sourcesincluding:
Digital, Offlineand
Media properties.
DataUnification
links consumer data
across multiple channels,
platforms, and devices for
a holistic 360-degree view
of existing and potential
audiences.
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March 2018 – [AoU Analytics Framework]
PLATFORM REVIEW
What is attribution modeling?
• Attribution modeling is the process of identifying a set of
user actions (“events” or "touchpoints") that contribute in
some manner to a desired outcome,and then assigning
a value to each of these events.
• From this analysis, AoU will be able to plot the online
user journey from first and subsequentimpressions to
the final closing impression.
• We’ll also be better able to understand target audience
actionable and trackable behaviors to optimize channel
marketing for greater conversions.
• And, we will be further able to identify influence within
demographic profiles to further optimize content
production, channel execution and overall marketing
influence and performance.
Prime Benefits
• Better data, better decisions, better outcomesvia paid
impressions, clicks, conversions tracking and the
analysis of the conversion path.
• Answers what, where,when within the user journey
path.
• Assigns credit to each marketing touchpoint in the
user journey based on the influence of the touchpoint
in the conversion decision process.
• Provides greater visibility into multi-touchpoints across
channels and devices using pixel conversions, mobile
SDKs, unique promo codes, unique URLs, phone
numbers,data posts…. and more.
• Optimizes media placement and spend.
• Has the ability to assign attribution to offline
touchpoints via strategically placed tracking
mechanisms, e.g. promo codes, unique (partner)
URLs, phone numbers.
Site Visit Channel
Performance Data
Collected
Impact Radius
Touchpoint
Attribution Weights
(Model) Applied
Multi Data Pipe
Filtered Back into DSP
and DMP
Campaign Optimization
Continued
Ad & Channel Analytics
Applied
Insights & Learnings
Leveraged Across
Marketing
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March 2018 – [AoU Analytics Framework]
PURPOSE AND USE
Comprehensive
Media Tracking
Streamline marketing data
aggregation to gain accuracy and
access to an integrated and
dynamic dataset.
Optimization
Campaign Evolutions
Continue to learn & apply insights
and emphasis across National &
Partner Campaigns for greater
influence and impact.
Conversion Path
Insights + Attribution
Apply advanced attribution modeling
and cross-channel analytics to identify
opportunities to optimize for improved
performance.
Dynamic Reporting
+ Data Availability
Leverage on-demand reporting built
on an integrated dynamic data.
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Impact
Radius
Attribution
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March 2018 – [AoU Analytics Framework]
CORE BENEFITS
What We Would See with Typical One Touch Attribution
(e.g. Last-Click Attribution)
Jul 18
Email
Opt-In
SEM
Click
Insights Into Multi-Touchpoint Conversion Funnels
Track all media across all channels+ spend…
PAID SEARCH PAID SOCIAL DISPLAY DIRECT MAIL VIDEO REMARKETING + TV RADIO AND MORE
Track all events…
IMPRESSIONS CLICKS EMAIL REGISTRATION ENROLLMENT + OTHER DEFINED EVENTS
TRACK THE ENTIRE USER JOURNEY ACROSS ALL DEVICES FOR OPTIMIZINGCAMPAIGN PERFORMANCE
What Actually Happened
Jul 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Display
Ad View
SEM
Click
SEO
Click
Social
Click
Display
Ad Click
SEM
Click Email
Opt-In
Social
Click
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March 2018 – [AoU Analytics Framework]
DASHBOARD INSIGHTS
A Complete Series of Filterable Campaign Performance Dashboards With Easy to Understand Subway Journey Maps.
.
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TECHNOLOGY REVIEW
SOCIAL MEDIA MANAGEMENT PLATFORM
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March 2018 – [AoU Analytics Framework]
PLATFORM REVIEW
LISTEN & ENGAGE
o Listen to conversations across
millions of media sources on the
social web.
o Visualize the data, conversations,
and UGC both online and offline.
o Efficiently respond to and
personally engage with customers
at scale.
KNOW & PERSONALIZE
o Aggregate customer data,
interests, tags, and past
interactions into a unified profile.
o Identify influencers, advocates, and
detractors, and automatically
enrich their profiles.
o Integrate CRM and customer
service data for a 360-degree view.
PUBLISH & AMPLIFY
o Schedule, deploy, and analyze
targeted messages across 20+
channels.
o Automatically turn organic posts
into ads or shift budget to
successful ads based on
performance.
o Target custom audiences based on
synchronized data sources.
PLAN & PRODUCE
o Plan the right omni channel
campaigns and content with a
global calendar.
o Collaboratively produce brand-
appropriate content.
o Manage, track, and organize all
assets for easy access.
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March 2018 – [AoU Analytics Framework]
PURPOSE AND USE
Online Topic &
Brand Health Listening
Monitor the online community
discussion for both the general
precision medicine topic as well
as specific Brand mention
conversations for themes,
sentiments, influencers and
actionable trends.
Campaign Optimization
Continue to learn & capture insights
for better online engagement
performance and influence.
Owned Social Accounts
Scheduling & Publishing
Leverage the account management
functionality to streamline social
post scheduling and publishing.
Community Management
Engage community followers for
program re-engagementsand to
identify and recruit key influencers
who can share the message.
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Sprinklr
Social
Mgmt.
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DASHBOARD INSIGHTS
A Complete Set of Filterable Listening Dashboards to Monitor the Online Discussion Trend.
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DASHBOARD INSIGHTS
A Complete Set of Filterable Dashboards to Track & Monitor Influence of Published Posts.
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March 2018 – [AoU Analytics Framework]
DASHBOARD INSIGHTS
A Built-In Publishing Calendar to Plan, Review and Schedule Published Posts.
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March 2018 – [AoU Analytics Framework]
DASHBOARD INSIGHTS
A Complete Filterable Set of User Engagement Dashboard Views to Build Greater Influence at Scale.
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March 2018 – [AoU Analytics Framework]
DASHBOARD INSIGHTS
A Complete Filterable Set of Performance Reporting Dashboard Views to Steer Ongoing Execution.
32. TAGGING REQUIREMENTS
MediaMath DSP (Advertising Demand Side Platform)
• Conversion pixels on the thank you pages for enrollment and for signing
up for newsletter
• To be figured out: pixel on thank you email for someone joining at a
physical location
Lotame DMP (Data Management Platform)
• Javascript and pixel tracking tags placement on
Impact Radius Attribution Modeling Platform
• Javascript and pixel tracking tags placement on landing pages
Kochava Mobile App Platform
• Javascript and pixel tracking tags placement on landing pages
Content
• Content assets (asset portal) attribution tagging
Email Platform
• Javascript and pixel tracking tags placement on landing pages
• Javascript and pixel tracking tags placement within email templates
Media & Blogger Platform
• Javascript pixel placement on landing pages
• Unique URL re-direct strategic approach consideration
Social Media Platform
• Javascript pixel placement on landing pages
Google Analytics Platform
• Campaign tracking Javascript pixel placement on landing pages
• Content assets (asset portal) tagging
• Campaign / Channel tagging
No integrations are needed for this technology tracking. Simple java code can be placed across websites,
embedded in digital marketing materials or placed inside a tag container.
No identifiable user data will be collected. Only a USER ID would be collected once the user actual signs up for
email or enrolls.
This user ID will later allow the Scripps team to work with the DSRC and the RDR to put the 2 datasets together
in a secure environment.
No participant data passes into the cloud of any system with these tracking technologies.
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April 2018 – [AoU Analytics Framework]
AOU
Website
Site Tagging
Requirements
AOU SITE UNIVERSAL TAGGING REQUIREMENTS
[Placement: Conversion Event Landing Pages]
Acquisition Home Page: Site Visit
Behavior Landing Page: Email Sign Up
Landing Page: Consent/Enrollment Form
Outcome Interstitial Page: Email Thank You
Interstitial Page: Enrollment Thank You
No integrations are needed for this technology tracking. Simple
java code can be placed across websites, embedded in digital
marketing materials or placed inside a tag container.
No identifiable user data will be collected. Only a USER ID would
be collected once the user actual signs up for email or enrolls.
If it is deemed within satisfactory privacy guidelines, this user ID
will later allow the Scripps team to work with the DSRC and the
RDR to put the two datasets together in a secure environment.
No participant data passes into the cloud of any system with these
tracking technologies.
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April 2018 – [AoU Analytics Framework]
Tagging
Benefits &
Management
AUDIENCE MANAGEMENT
These pixels allow users to opt in or out of communications (e.g. it
will ensure that a Walgreen’s user won’t get email anymore if they
enroll.
It will let a user control whether they continue to see ads on
Facebook.
It will let us know that someone opted out of receiving email about
the program before finishing enrollment.
It will allow us to make sure we control and limit the number of
impressions that someone would see of the paid media inside
social networks or across the web.
It allows us to not count people two, three or forty times and we will
get a real sense of the total number of unique users and the
multitude of touchpoints.
It will allow us to see the number of impressions required for
someone to join or sign up for email, as well as count the
impressions in-between signing up for email and completing
enrollments.
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April 2018 – [AoU Analytics Framework]
Tagging
Checklist
Data starts to be collected. Rules are written to
capture 1st Party data as needed.
Initial data-collection strategy reviewed to determine
optimal behaviors to collect.
Tags are deployed on test pages and tested on
AOU site.
Incoming behavioral data reviewed and tag modified
as needed.
Campaign & Partner hierarchy created.
Unique data points categorized within platform.
Tags are deployed across Partner sites and within ad
campaigns.
Continued beta tag validation and testing for National
rollout.
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April 2018 – [AoU Analytics Framework]
Setup
Tag & Test
Collect
Early Site Visitor
Insights
1
DMP BETA TEST
ACTIVATION
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