This document summarizes the top 5 strategies for marketing signal measurement:
1. Measure against your objectives by setting clear goals and metrics for each campaign.
2. Choose signals that answer "what" happened and "why" by selecting primary metrics for tracking performance and secondary signals for analysis.
3. View performance holistically by measuring cross-channel interactions and cumulative impact.
4. Establish a standard measurement practice with consistent metrics across teams for accountability.
5. Measure marketing signals continuously through near real-time monitoring to discover opportunities and optimize strategies.
How to Use Data to Drive Product Decisions by PayPal PMProduct School
Product Managers spend a lot of time thinking about our product metrics, determining which KPIs best describe our progress and what measures we can take to accelerate our success. As a new Product Manager, parsing through the ocean of data can be overwhelming and using this data to make product decisions can be a challenging task.
Deb talked about how you can incorporate data through out your product life cycle to drive product decisions, feature prioritization and long term roadmap strategy. She walked through simple use cases where data has helped Product Managers break down complex problems and arrive at simple product decisions that directly impacted their KPIs. The industry is increasingly hiring data driven Product Managers.
User story can be described as functional increment and it is a key element in agile environment. This presentation introduces fundamentals about user stories that can be used to educate teams or simply to review the basics.
User stories are supposed to reflect the ‘human’ side of the IT. The should be easy to understand and not too technical. Ok, but what should happen when you’re asked to prepare user stories for strictly technical projects/products?
Outline
Understanding target audiences
Understanding scope
Use or not to use user stories -> scope management
Fitting the requirements to ‘user stories’ oriented tools
Why should you hear this talk? How to deal with technical User Stories in Scrum? Is it possible to write good technical User Story? Find out during my talk!
How to Use Data to Drive Product Decisions by PayPal PMProduct School
Product Managers spend a lot of time thinking about our product metrics, determining which KPIs best describe our progress and what measures we can take to accelerate our success. As a new Product Manager, parsing through the ocean of data can be overwhelming and using this data to make product decisions can be a challenging task.
Deb talked about how you can incorporate data through out your product life cycle to drive product decisions, feature prioritization and long term roadmap strategy. She walked through simple use cases where data has helped Product Managers break down complex problems and arrive at simple product decisions that directly impacted their KPIs. The industry is increasingly hiring data driven Product Managers.
User story can be described as functional increment and it is a key element in agile environment. This presentation introduces fundamentals about user stories that can be used to educate teams or simply to review the basics.
User stories are supposed to reflect the ‘human’ side of the IT. The should be easy to understand and not too technical. Ok, but what should happen when you’re asked to prepare user stories for strictly technical projects/products?
Outline
Understanding target audiences
Understanding scope
Use or not to use user stories -> scope management
Fitting the requirements to ‘user stories’ oriented tools
Why should you hear this talk? How to deal with technical User Stories in Scrum? Is it possible to write good technical User Story? Find out during my talk!
Presenting our growth series webinars to discover how top leaders in Google, Branch, CleverTap, and GrowthX are reimagining acquisition, engagement, and retention for today and beyond.
Retention & Growth
Key learnings:
-Pair real-time analytics with personalized engagement campaigns to supercharge your retention strategies.
-Ignite user engagement with insider tips on making the most of your Google App Campaigns.
How to Master Product Management Case Studies by fmr Groupon PMProduct School
Main takeaways
- How does one proceed in an interview when given a product case study to solve
- What are some of the most common case questions to practice
- What hiring managers are looking for when asking candidates to solve a product case
- The importance of a good hypothesis
- Best frameworks that can come in handy
A quick guide to creating user stories. Lays out the basic user story and provides tips on creating the story.
Guide to User story Creation: https://agile-mercurial.com/2018/08/13/9-tips-for-writing-effective-user-stories/
Blog: https://agile-mercurial.com
Overview
- What is a User Story?
- User Story template
- examples of User Stories
- User Story Checklist
- Why not tasks?
- What is Acceptance Criteria?
- Examples of Acceptance Criteria
- Acceptance Criteria checklist
How to Tear Down a Product by Patreon & Asana's Product ManagersProduct School
How do you get good at product management? Practice of course. Marathoners don't just show up and run the race; they practice - distance, stamina, sprints, even core muscles. Product Managers from Patreon and Asana, Nick Fassler and Neil McCarthy, showed how you can practice through product teardown and hone your product senses.
Nick and Neil talked about how the product teardown key dimensions are default experience, new user experience, sharing/virality and monetization.
Customer Segmentation for Retention StrategyMelody Ucros
IE Business School
Marketing Intelligence Project by Group F:
Melody Ucros
Jina Kim
Andrea Blasioli
Adedeji Rodemade
Fergus Buckey
Alex Kyalo
Louis Rampignon
Data Source: http://archive.ics.uci.edu/ml/datasets/online+retail
This August Scrum Breakfast, we have a new speaker - Mr. Pedro Gonzalez - Scrum Master at TINYpulse.
He will bring us an interesting topic about Agile estimation using story points, giving some tips on why relative estimations are far better than absolutes, why we shouldn't spend too long in details, and other issues he has experienced himself with his team.
Writing Good User Stories (Hint: It's not about writing)one80
User stories are typically the foundation of the Product Backlog. However, the original purpose has been lost. This is from a presentation that was given to help remind everyone of what User Stories are, and what they aren't. The purpose of User Stories is to drive conversations, not to hand "requirements" from one group to the next.
Why You Need to Speak the Language of Marketing PerformanceOrigami Logic
In this presentation we define key terms like “data”, “measure”, “metric,” and “KPI”, and explain why best-in-class marketers are better at knowing what metrics matter.
Measure Marketing Like It's 2016: A Guided Tour of the Newest Tools & TechniquesOrigami Logic
There are currently more than 4,000 marketing technology companies worldwide, according to industry thought leader Scott Brinker. With marketers placing increasing emphasis on ROI and accountability, the solution category that focuses on cross-channel measurement and analytics is seeing explosive growth. Leading brands are investing in technology to automate campaign measurement and enhance their real-time understanding of strategies that drive marketing performance.
Join Origami Logic for an overview of the latest marketing measurement tools and techniques, and learn how these innovations will interact with your current technology stack and processes.
In this webinar, you’ll get:
- Snapshot of the fastest-growing category of marketing technology: marketing measurement and analytics
- Review of each of the major solutions in the space, and what value they provide to your business
- Guidelines for how to assess and prioritize marketing measurement investments in 2016
Presenting our growth series webinars to discover how top leaders in Google, Branch, CleverTap, and GrowthX are reimagining acquisition, engagement, and retention for today and beyond.
Retention & Growth
Key learnings:
-Pair real-time analytics with personalized engagement campaigns to supercharge your retention strategies.
-Ignite user engagement with insider tips on making the most of your Google App Campaigns.
How to Master Product Management Case Studies by fmr Groupon PMProduct School
Main takeaways
- How does one proceed in an interview when given a product case study to solve
- What are some of the most common case questions to practice
- What hiring managers are looking for when asking candidates to solve a product case
- The importance of a good hypothesis
- Best frameworks that can come in handy
A quick guide to creating user stories. Lays out the basic user story and provides tips on creating the story.
Guide to User story Creation: https://agile-mercurial.com/2018/08/13/9-tips-for-writing-effective-user-stories/
Blog: https://agile-mercurial.com
Overview
- What is a User Story?
- User Story template
- examples of User Stories
- User Story Checklist
- Why not tasks?
- What is Acceptance Criteria?
- Examples of Acceptance Criteria
- Acceptance Criteria checklist
How to Tear Down a Product by Patreon & Asana's Product ManagersProduct School
How do you get good at product management? Practice of course. Marathoners don't just show up and run the race; they practice - distance, stamina, sprints, even core muscles. Product Managers from Patreon and Asana, Nick Fassler and Neil McCarthy, showed how you can practice through product teardown and hone your product senses.
Nick and Neil talked about how the product teardown key dimensions are default experience, new user experience, sharing/virality and monetization.
Customer Segmentation for Retention StrategyMelody Ucros
IE Business School
Marketing Intelligence Project by Group F:
Melody Ucros
Jina Kim
Andrea Blasioli
Adedeji Rodemade
Fergus Buckey
Alex Kyalo
Louis Rampignon
Data Source: http://archive.ics.uci.edu/ml/datasets/online+retail
This August Scrum Breakfast, we have a new speaker - Mr. Pedro Gonzalez - Scrum Master at TINYpulse.
He will bring us an interesting topic about Agile estimation using story points, giving some tips on why relative estimations are far better than absolutes, why we shouldn't spend too long in details, and other issues he has experienced himself with his team.
Writing Good User Stories (Hint: It's not about writing)one80
User stories are typically the foundation of the Product Backlog. However, the original purpose has been lost. This is from a presentation that was given to help remind everyone of what User Stories are, and what they aren't. The purpose of User Stories is to drive conversations, not to hand "requirements" from one group to the next.
Why You Need to Speak the Language of Marketing PerformanceOrigami Logic
In this presentation we define key terms like “data”, “measure”, “metric,” and “KPI”, and explain why best-in-class marketers are better at knowing what metrics matter.
Measure Marketing Like It's 2016: A Guided Tour of the Newest Tools & TechniquesOrigami Logic
There are currently more than 4,000 marketing technology companies worldwide, according to industry thought leader Scott Brinker. With marketers placing increasing emphasis on ROI and accountability, the solution category that focuses on cross-channel measurement and analytics is seeing explosive growth. Leading brands are investing in technology to automate campaign measurement and enhance their real-time understanding of strategies that drive marketing performance.
Join Origami Logic for an overview of the latest marketing measurement tools and techniques, and learn how these innovations will interact with your current technology stack and processes.
In this webinar, you’ll get:
- Snapshot of the fastest-growing category of marketing technology: marketing measurement and analytics
- Review of each of the major solutions in the space, and what value they provide to your business
- Guidelines for how to assess and prioritize marketing measurement investments in 2016
Daily Measurement: Marketing's New Secret WeaponOrigami Logic
How Continuous Analysis of Marketing Signals Drives Business Outcomes:
The real-time flow of digital signals opens the doors for modern marketers to measure, analyze and optimize campaigns continuously. However, marketing organizations today struggle with aligning resources, data, and technology to enable agile measurement and decisioning at scale, resulting in missed opportunities to interact with customers at the moment of need.
Join special guest, Tina Moffett, Senior Analyst at Forrester Research, along with Scott Jones, VP Marketing at Origami Logic, as they provide guidance on how to create an agile data-driven organization, leverage technology to automate and scale measurement, and enable your team to make the right decisions at the right moment using signals that are up to date, accurate, and in context.
In this webinar, you’ll get: 1) Detailed trends on the adoption of marketing measurement , 2) Guidance on how to identify people, processes, and technology necessary to enable agile measurement at scale, and 3) A to-do checklist for becoming an agile data-driven organization.
Taming the Marketing Data Beast | Origami Logic Marketing Graph WebinarOrigami Logic
Make more informed campaign decisions with a data model that’s designed for modern marketing.
Marketers continuously struggle to draw insights from the millions of marketing signals generated each day by increasingly complex and diverse cross-channel campaigns. With growing volumes and variety of data, marketers more than ever need to understand the dynamic relationships between metrics from social media, display advertising, search, mobile, web, CRM, email, and more.
Origami Logic’s Marketing Graph™, is the heart of the data model that collects and refines cross-channel data in a way that brings meaning to the data, supporting the unique measurement needs of stakeholders from the CMO to analysts to brand marketers.
In this webinar, we will discuss common questions about marketing data models and how the Marketing Graph™ contributes to performance insights and decision making during and after your campaigns.
- Marketing data is very complex and dynamic, what challenges does this create when measuring marketing performance?
- Why traditional BI tools are insufficient for marketing specific use cases?
- How the Marketing Graph™ is tackling the challenge of cross-channel measurement.
- How does the Marketing Graph™ help a marketing analyst?
Media Planning Process / Workflow
Deliverables for Client
Media Buying Types
Digital Targeting Types
Digital Ad Types
Digital Creative Specifications
Staying Current / Industry Shifts
Workshop for Brand Leaders to make them smarter at media planning and help them make better decisions with their Brands. We help the Brand Leader look at media as an investment within the planning process, assess media’s role in your advertising, and show strengths/weaknesses of both traditional and digital media.
Introductory workshop aimed at sales and marketing teams - Build personas, understand channel option and collect relevant metrics linked to improved business performance and overall corporate goals.
Day 1 driving business impact multichannel excerptAnn McCartan
An excerpt from Day 1 of a 3 day seminar series on Multichannel Marketing, from strategy to detailed contact plans, campaign examples, metrics and modeling.
Do you want to create product demand and pass on leads to sales? Of course you do, but you’ll need a demand generation strategy to do it right. Learn what sets demand generation apart, how to build and optimize your strategy, and the importance of paid marketing. Download the full Demand Generation Strategy Playbook on our website: https://hubs.ly/H0bvjyy0
More and more Marketing Executives have come to realize that the traditional approach to budget allocation, by campaign and channel, does not match the way modern marketers seek to optimize the customer’s experience. As a result companies now focus more on investing along the different stages in the customer journey. In this webinar we will share best practices regarding the KPIs that can be used to track customer journey success.
More and more Marketing Executives have come to realize that the traditional approach to budget allocation, by campaign and channel, does not match the way modern marketers seek to optimize the customer’s experience. As a result companies now focus more on investing along the different stages in the customer journey. This webinar is organized by the B2B Marketing Forum in collaboration with Oracle Marketing Cloud.
Marketers are increasingly struggling to generate sales ready leads and demonstrate the real business value of their work.
In this presentation, you'll learn how to implement a marketing strategy that generates high quality leads and demonstrates an ROI on your activity, showing the real business value of the marketing unit.
Innovating digital 2020 : Digital Marketing trendsDave Chaffey
A presentation to Chartered Institute of Marketing members at the University of Wolverhampton. October 2019 covering 5 applications of data-driven marketing.
The Digital Marketing Institute is a leading global provider of training and certification in digital marketing. Their courses cover a wide range of topics, including social media, SEO, analytics, and more. With a focus on practical skills and industry-relevant knowledge, they help professionals advance their careers in the digital marketing field
Discover the epitome of web design education at our institute in Laxmi Nagar. Immerse yourself in cutting-edge techniques and industry-relevant curriculum. Our expert faculty ensures a comprehensive learning experience, equipping you with the skills to thrive in the dynamic world of web design. Unleash your creativity and embark on a transformative journey with us.
The Digital Marketing Institute is a leading global provider of training and certification in digital marketing. Their courses cover a wide range of topics, including social media, SEO, analytics, and more. With a focus on practical skills and industry-relevant knowledge, they help professionals advance their careers in the digital marketing field
Digital marketing leverages online channels like websites, social media, and email to reach and engage with target audiences. It encompasses SEO, content marketing, PPC advertising, social media, email campaigns, and analytics to drive brand awareness, leads, and sales.
Similar to Top Strategies for Marketing Signal Measurement (20)
Measuring Performance in a Future Media WorldOrigami Logic
As brands expand their use of digital media and adtech to engage and build relationships with consumers, the ability to translate performance data into meaningful insights about what’s working and what’s not has become an essential part of marketing success. According to a new report published by Brand Innovators and Origami Logic, however, only 3 out of 10 marketers currently excel in their efforts to extract insights from their marketing performance data. We’ll dive into the survey findings and explore why 80% of marketers are putting more focus on measuring performance in 2017. You’ll walk away with practical tips about how your organization can improve its measurement effectiveness.
Introducing Personalized Marketing Insights with Origami StoriesOrigami Logic
Our latest release, Origami Stories, scans your marketing data and surfaces interesting observations personalized to each user, on your mobile device. Join our webinar tomorrow for a brief walk through of this revolutionary capability from the eyes of a marketer.
You'll discover how to:
- Break Into the Post-Dashboard Era. Go beyond charts and graphs with timely and relevant data.
- Surface personalized automated insights. No more DIY reporting, get the insights you need on-demand.
- Get the Stories mobile app. No more DIY reporting, get the insights you need on-demand.
An Insider's Guide to Mobile AdvertisingOrigami Logic
- Learn about the latest mobile advertising opportunities and how to activate them alongside a strong measurement foundation.
- Understand the role of mobile in cross-channel campaigns and the unique opportunities available only in mobile.
- Implement a well-defined measurement system that enables valuable insights from your mobile initiatives.
Best Practices for Reaching and Engaging Your Mobile AudienceOrigami Logic
How Top Brands Measure and Optimize Mobile Ads Campaigns:
Today’s marketers have embraced mobile advertising, and the landscape continues to evolve at a rapid pace. Changes in human behavior, and the explosion of mobile-specific technologies, audience targeting techniques, and mobile content channels have made it difficult for brands to build an effective mobile strategy.
Join Origami Logic and Tim Hayden to learn how to:
- Boost Customer Engagement: Ensure that your mobile web and app are cohesive and user-friendly, with built-in capabilities to track performance and high value customer attributes.
- Succeed with Mobile Advertising: Use mobile audience insights and the newest mobile advertising technologies to augment your cross-channel campaigns.
- Measure Mobile Performance: Build a comprehensive view across paid, owned and earned mobile efforts to act on mobile opportunities quickly and effectively.
About Tim Hayden
Tim has two decades of experience in leading high growth technology firms and marketing agencies. Before Brain+Trust Partners, he was head of marketing at Zignal Labs, head of the Mobile program at Edelman Digital in North America, and has been a founder of agencies and technology ventures serving as a catalyst for transformational change in some of the world’s leading brands.
3 Ways Brands Can Tackle the Media Transparency ChallengeOrigami Logic
Media transparency is top of mind for many marketers in the wake of the recent report from the Association of National Advertisers. Brands are investing more in digital channels than ever but getting less on a per dollar basis than expected, due to the murky state of the media supply chain. This has recently become more evident with Facebook’s admission that they have wrongly reported video view metrics. Marketers are becoming increasingly hesitant that other publishers have made the same mistakes and haven’t come clean.
Bottom line, many brands lack transparent access to performance data and are finding it increasingly difficult to manage their spend and drive effectiveness across the ever-expanding universe of marketing channels.
Join us for a webinar to discuss three important steps advertisers can take to tackle the transparency challenge and get maximum payback from their marketing investments.
- Build data transparency and accountability across your internal and external global marketing teams with a common view of cross-channel performance.
- Track media spend and progress against your plan by collecting complete, real-time data directly from media partners and publishers.
- Enable a zero-trust approach to data that enlists all parties - internal and external - in verifying performance data to establish trust along the entire data workflow.
The 'Truthiness' of Marketing AttributionOrigami Logic
In this presentation, you will discover the 'truthiness' (for those of you who are Stephen Colbert fans) of marketing attribution. Modern marketers now depend on a growing number of digital and offline channels - web, email, social, search, display, video, television, out of home, radio and many more - to deliver messages to their audiences. Faced with increased accountability for ROI and frequent requests for campaign metrics, marketers are scrambling to determine which channels are performing best and how to allocate budget to maximize sales.
It’s no wonder that marketers are rushing to attribution solutions, in an effort to decipher data and assign credit to specific channels and touchpoints. However, marketers often face a rude awakening when they realize that attribution models fail to reveal the whole truth and can’t answer some of their most urgent, time-sensitive questions.
Join us to gain a clear understanding of the four key limitations of attribution and learn how to:
- Establish a data foundation and measurement framework
- Develop an “always-on” view of multi-channel performance
- Test and optimize to assess and determine lift
How Top Brands Unify Social Measurement Across the Marketing StackOrigami Logic
Social Data Stuck in a Silo? Bring Together Social Signals for Instant Analysis:
As the social landscape fragments, the variety of ways that consumers engage with your brand continues to grow. Knowing what to measure, and making sense of every interaction that is happening across your platforms and properties, has become an incredible, time-consuming challenge.
While social media management and execution tools provide basic reporting, modern marketing campaigns require a comprehensive and holistic approach to measurement and analysis in order to realize their full potential.
Global brands such as Visa, Intel, Pernod Ricard, and JCPenney are tackling the complexity of social by standardizing and scaling best practice measurement across paid, owned, and earned media. Tracking marketing performance across all channels and platforms in real time, they are able to assess and optimize their marketing strategies, faster.
Sign up for this webinar to learn:
- How global brands are tackling the challenge of integrated social measurement
- How to integrate paid, owned, and earned activities into a real-time command center
- How to use tags and labels within your social execution platforms (Sprinklr, Spredfast, etc.) as part of a unified measurement strategy
- How to combine social signals with other channels (web, search, display, etc.) to identify integrated engagement opportunities
Pave the Path to Marketing Success with Forrester + Origami LogicOrigami Logic
Learn how to plan and successfully deploy a measurement initiative"
Marketing faces a two-fold measurement challenge today: increasing demands to quantify the ROI of every dollar spent and a more complex array of media, channels, and touchpoints that influence consumers. This demanding situation requires sophisticated tools, a broad collection of skills, and a comprehensive approach to deliver accurate answers.
Guest Forrester principal analyst Jim Nail discusses results of recent research into best practices in marketing measurement. In addition, viewers will learn:
- What does it take to build a comprehensive measurement strategy today?
- Whom should marketing recruit as partners in implementing this strategy?
- What role should marketing play in leading a measurement project?
- How can other functions contribute to success?
- How can marketing leaders ensure the learning from their measurement programs will result in improved marketing performance?
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
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
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.
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.
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.
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.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
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.
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
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
3. 3
Housekeeping
• Please submit questions throughout the webinar;
the last 10 mins will be reserved for Q&A
• Share your thoughts on Twitter using the
#MarketingSignals hashtag
• We’ll send you the webinar recording and slide
deck later this week
10. What brands need to do is
change their mindset from focusing
on campaigns, channels, devices and
audience interactions to focusing on
marketing signals.
11. To convert the massive
streams of marketing signals into
actionable marketing insights.
12. To empower their marketers to measure,
analyze and act on marketing signals.
13. To empower their marketers to measure,
analyze and act on marketing signals.
Every day.
26. 27
• All campaigns measured using
similar metrics regardless of
objective
• Arbitrary targets unrelated to
campaign goals
• Little consistency across marketing
channels on success criteria
• Campaign performance
assessed according to
agreed-upon objectives
• Targets set with overall goals
in mind
• Consistent measurement and
cumulative targets across
marketing channels
Before MSM With MSM Strategy
Strategy #1: Measure against your objectives
Brand Example: Visa Checkout
30. 31
Web Reservations Web Visits
Web Visitors
Engagement Signals
Bounce Rate
Avg Time on Site
Conversion Signal
Strategy #2: Choose signals that answer “what” and “why”
Brand Example: Omni Hotels
31. 32
Web Reservations Web Visits
Web Visitors
Engagement Signals
Bounce Rate
Avg Time on Site
Conversion Signal
Organic Visits
Paid Visits
Referrals
Strategy #2: Choose signals that answer “what” and “why”
Brand Example: Omni Hotels
32. 33
Web Visits
Web Visitors
Engagement Signals
Bounce Rate
Avg Time on Site
Organic Visits
Paid Visits
Referrals
Paid Search Visits
Display Visits
Paid Social Visits
Affiliate Visits
Strategy #2: Choose signals that answer “what” and “why”
Brand Example: Omni Hotels
34. 35
• No distinction between primary
(scorekeeping) vs. secondary
(analysis) signals
• No defined analysis path
• Difficulty identifying root causes of
performance changes
• Clearly defined primary and
secondary signals
• Integrated analysis path for
commonly encountered questions
• Root causes of performance
changes readily identified
Before MSM With MSM Strategy
Strategy #2: Choose signals that answer “what” and “why”
Brand Example: Omni Hotels
42. 43
• Marketing channels
measured in silos
• Little to no understanding of
cross-channel effects or
cumulative impact
• No success criteria for
multi-channel strategy
• Total marketing impact
measured holistically
• Real-time assessment of
cross-channel effects and
cumulative impact
• Assessment and optimization
of multi-channel strategy
Before MSM With MSM Strategy
Strategy #3: View performance holistically
Brand Example: Pernod Ricard
44. 45
Centralized Marketing Measurement
With Cross-Team Accountability
Global CPG Company
One of Largest Brand Advertisers
Strategy #4: Establish a standard measurement practice
45. 46
Central Marketing
Analytics Team
Brand Managers
Campaign Managers
Regional Teams
Agencies
How to insure consistent
measurement and accountability?
Strategy #4: Establish a standard measurement practice
Brand Example: Global CPG Company
46. 47
Central Marketing
Analytics Team
Central Set of Dashboards
w/ Key Signals
Display
Impressions
CPM
Paid
SearchShare of Search
Website
Bounce Rate
Visits
Social
Reach
Engagement Rate
・・・ ・・・ ・・・ ・・・
Clickthrough Rate
Strategy #4: Establish a standard measurement practice
Brand Example: Global CPG Company
47. 48
Impression Share – Brand
Impression Share – Product
Clickthrough Rate
・・・
Central Marketing
Analytics Team
Central Dashboards
Paid
Search
Brand Managers
Campaign Managers
Regional Teams
Agencies
Brand and Campaign
Dashboards
Local and Agency
Dashboards
+ Bounce Rate
+ Time on Site
+ Click Share
・・・
+ Buy It Nows
+ Conversion Rate
+ Cost per Click
・・・
Strategy #4: Establish a standard measurement practice
Brand Example: Global CPG Company
49. 50
• Brand and agencies using
separate sets of signals for
each channel
• Inconsistent accountability
across teams
• No way to measure
cross-brand / cross-team
performance
• Standard set of core signals
measured across brands and
agencies
• Consistent accountability
across organization
• Possible to compare
performance across brands
and teams
Before MSM With MSM Strategy
Strategy #4: Establish a standard measurement practice
Brand Example: Global CPG Company
53. 54
• Which content is generating the
highest engagement?
• Is there opportunity to distribute
content across additional
channels?
• Is there opportunity to promote
content through paid channels for
additional reach?
Content Performance
• Which markets are reaching the
most people?
• Is my content strategy resonating
with the audience in each
market?
• Is my audience base for each
market growing according to
target?
Market Performance
Strategy #5: Measure marketing signals continuously
Brand Example: Intel
54. 55
Near Real Time Monitoring
Tactical Opportunity Discovery
& Capitalization
Every Day Assessment
Continuous Strategy Adjustment
& Optimization
Content Performance
Key Signals
Post Engagement
Time on Page
Content Shares
Engagement Rate
・・・
Key Signals
Market Reach
Visits
Total Consumption
Clickthrough Rate
・・・
Strategy #5: Measure marketing signals continuously
Brand Example: Intel
Market Performance
56. 57
• Static content strategy and
cross-channel resource
allocation
• Opportunities discovered to
late to be actioned on
• Monthly and quarterly
performance assessment to
plans/targets
• Flexible content strategy with
dynamic allocation of budget
and resources
• Same-day detection and
action on opportunities
• Continuous strategy
adjustments to optimize
performance beyond plans
Before MSM With MSM Strategy
Strategy #5: Measure marketing signals continuously
Brand Example: Intel
57. 1. Measure against your objectives.
2. Choose signals that answer “what” and
“why”.
3. View performance holistically.
4. Establish a standard measurement
practice.
Summary of Strategies
66. • Interested in taking your marketing
measurement to the next level?
• Want a printed poster of the Periodic Table of
Marketing Signals?
Let us know: signals@origamilogic.com
Thank you for joining our webinar!
Editor's Notes
Intro (3 mins)
2. The State of Digital Marketing (7 mins)
a. How did your campaigns perform today?
i. Shortened POV
b. The state of digital marketing
i. Fragmentation and complexity
ii. Proliferation of marketing signals
c. Measurement is becoming a strategic imperative
i. Relevant Gartner/Forrester statistics
3. Top Strategies for Marketing Signals Measurement (20 mins)
a. Measure according to your objective
i. Your campaign objective should determine what signals to measure
ii. Example: Visa Checkout
b. Focus on the signals that matter
i. Do not report for the sake of reporting; focus on measuring impact
ii. Choose just two or three primary signals per channel per campaign
iii. Example: TBD
c. Think both "what" and "why"
i. Your primary KPIs define your scorecard, but do not help for analysis
ii. Establish a set of secondary signals that help answer "why"
iii. Example: TBD
d. View your measurement holistically
i. All marketing channels and campaigns affect one another
ii. Try to gain broader visibility across all marketing channels and campaigns, both upstream and downstream
iii. Example: Pernod Ricard
e. Establish a standard measurement practice
i. Make sure that all your teams are measuring performance based on the same set of criteria
ii. Example: Global FMCG company (P&G)
4. Marketing Signals Framework (5 mins)
a. Organizational Logic: Objective, Channel, Signal Type
b. Periodic Table: how to read and interpret
i. Example: product launch in growth market
c. Email us to have a free poster sent to you
5. Q&A (5 mins)
Introduce speakers.
We all know that digital marketing is taking off.
Surveys by Forrester and Gartner indicate that marketers are planning to increase spend across almost all marketing channels.
I’d like everyone to ask yourself this question:
How did my campaigns perform today?
It’s a deceptively simple, powerful question.
That very few in marketing can answer.
Because marketing has become a complex, rapidly changing, noisy, daily battle.
With better targeting, and more fine-grained controls, marketing was supposed to be more measurable than ever before.
With better targeting, and more fine-grained controls, marketing was supposed to be more measurable than ever before.
But the explosion of new channels, platforms, apps, devices, and data, coupled with the velocity of change…
…has made cutting through the noise almost impossible.
There are just too many different platforms and systems…
…each with there own set of signals…We’re in a situation where the number and types of signals generated by marketing activity is exploding, and moonlighting to solve that issue, or doing it manually, is a fools game.
At the same time, marketing measurement and analytics is more strategic now than ever before.
According to recent research, the most successful, progressive marketers invest nearly 3 times as much on marketing measurement and analytics as the average, and 4.5 times as much as late adopters, and across the board, CMOs are committed to nearly doubling their investment in marketing measurement and analytics over the next 3 years.
Ignoring signals in not an option, and marketers know it.
Visa converts massive streams of marketing signals into actionable marketing insights.
Empowering their marketers to measure, analyze and act on marketing signals. Every day.
Optimizing marketing results. Every day.
Visa converts massive streams of marketing signals into actionable marketing insights.
Empowering their marketers to measure, analyze and act on marketing signals. Every day.
Optimizing marketing results. Every day.
Visa converts massive streams of marketing signals into actionable marketing insights.
Empowering their marketers to measure, analyze and act on marketing signals. Every day.
Optimizing marketing results. Every day.
Visa converts massive streams of marketing signals into actionable marketing insights.
Empowering their marketers to measure, analyze and act on marketing signals. Every day.
Optimizing marketing results. Every day.
Visa converts massive streams of marketing signals into actionable marketing insights.
Empowering their marketers to measure, analyze and act on marketing signals. Every day.
Optimizing marketing results. Every day.
Producing legendary marketing outcomes.
Producing legendary marketing outcomes.
And it lets answer the question:
What happened today.
What we’ve done is to create a framework, the Marketing Signals Framework, to make it easier for you to make sense of this madness, and start aligning your measurement towards your objectives.
We will go into more detail on this later, but let’s first look at some of the strategies the world’s top brands are using when measuring their marketing results.
Strategy #1: You need to measure against your objective, first and foremost.
You should not be using a cookie-cutter measurement approach for all the campaigns that you run.
Visa is a great example of this strategy, where they executed, and are executing as we speak, a campaign – the Visa Checkout campaign – to very well-defined objectives.
You may have heard of it – it’s Visa’s online payments service similar to Paypal.
They chose what signals to focus on based on the objectives, so that there was never any question about how successful the campaign is.
There are two objectives for this campaign.
To promote awareness around the new Visa Checkout product, and 2. To drive enrollments for the product.
So as you can see, this is a combined awareness and direct response campaign – Visa’s largest digital activation ever.
Visa is executing this campaign across multiple channels – online as well as offline, across TV, display, social media, video, and more.
What Visa did was in order to measure the success of the campaign against the objectives, they defined a clear set of signals that represent progress against each set of objective.
For example, for Display they measure impressions and reach. For video they measured views. For social, they tracked mentions, and so on.
As for the second objective to drive enrollments, the signals were much more conversion focused, like enrollments by channel, payment volume, average ticket size, and so on.
By identifying and measuring signals relevant to each objective, Visa was able to track progress against clearly defined goals.
Let me show you the measurement strategy in action.
Here, you are looking at an anonymized version of a dashboard the Visa put together to track this campaign.
So with marketing signal measurement, Visa’s managed to step up their measurement.
They defined clear-cut targets for their marketing efforts based on strategic objectives, and tracked progress against them.
By framing their entire marketing measurement around their objectives, they were able to achieve consistency across the different channels they activated against, and even define cumulative goals across them.
Now let’s move on to the second strategy.
There are two key types of signals you want to pay attention to when measuring your marketing efforts.
First, you need signals that keep score and represent performance to target.
But you also need a set of signals that answer “why” – why your campaign is performing better or worse than plan, why your results are trending in a certain direction, why performance changed from last week to this week.
Omni Hotels is a great example of this strategy.
Using the signals framework, they were able to create dashboards with integrated analytics – dashboards that answer not just “what”, but also “why”.
For example, for their web performance dashboards, they started out with their key conversion signal, web reservations.
To this, they added upper funnel engagement signals such as web visits, average time on site, and so on, to identify what is driving fluctuations in number of reservations.
The engagement signals were further broken by type of source – paid, owned, and earned.
…and also by media, such as display, paid search, social etc.
This analysis path enabled Omni to quickly and easily discover which channels are driving fluctuations in conversions.
This is a sample diagnostic dashboard that Omni created within Origami to conduct these types of root cause analyses.
This clear bucketing of signals enabled Omni to understand which signals are useful for what purpose.
As a result of tracking not only primary “scorekeeping” signals, but also secondary “analysis” signals, they were able to greatly speed up their root cause analysis and optimize their campaigns faster and better.
Now for the third strategy.
When you are measuring your marketing performance, it is critical that you think view the larger picture.
Marketing activity across channels are all interconnected and influence each other. In order to truly understand which signals are driving performance, you need to break down silos, and expand your measurement across channels.
Take the example of Pernod Ricard.
By viewing signals not in siloes, but also measuring cross-channel interactions, they were able to get a better understanding of the impact of each channel towards overall brand health.
Pernod was looking to understand not just the performance of each individual channel, but also the synergistic interactions between them.
Social calls to action and social sharing buttons in emails will generate social signals, promoting engagement and retention.
On the other hand, email click-throughs to brand sites promote engagement and retention, but also Buy It Now conversions.
Social activity, either via click-throughs or increased awareness via new audience reach, also generate website traffic
Here is a sample Pernod dashboard to track and analyze cross-channel interactions.
By choosing the right signals, Pernod was able to measure results not only for independent channels, but also cross-channel impact.
By defining their measurement strategy, Pernod was able to move from siloed, channel-specific views, to a holistic cross-channel view.
As a result, Pernod was able to better understand interactions between their activating channels, and optimize their multi-channel campaigns better.
Fourth strategy. In order to prevent your teams from each defining their own separate way of measuring campaigns, you need to establish a baseline measurement practice.
This enables you to accurately compare performance across campaigns, across geographies, so that you know what is working and what is not.
A global FMCG company that we are working with, one of the largest advertisers in the world with hundreds of global brands, set out to do exactly this.
What they were looking for was a system to insure cross-team and cross-campaign accountability.
They already had a central marketing analytics team, a collection of subject matter experts with a deep understanding of marketing measurement.
However, reporting was being independently done by each brand manager or regional teams and agencies, with little to no consistency.
This made it difficult to assess performance holistically.
The company decided to consolidate their measurement by creating a central set of dashboards with key signals in each channel, according to best practices.
In order to balance best practice with flexibility, they also allowed additional signals to be measured depending on the campaign objective, regional focus, and so on.
But the central set of signals will always remain in place, which insured that there was a set of signals that remained consistent across all brands, campaigns, and regions.
This is the centralized measurement with the core set of signals displayed in a dashboard – one that applies to a single brand or region, or across all brands and regions.
By establish a standard system of measurement, the FMCG company was able to insure consistent accountability across all of their brands and teams.
They are now able to assess performance across all brands, regions, and campaigns to find areas of opportunity – something they had difficulty doing before.
The fifth and final strategy is about how you should measure your signals.
Just choosing the right signals is not enough – you need to insure that they are timely and relevant, that you can measure them fast enough to action on opportunities discovered.
Intel was looking to set up a digital command center across multiple marketing channels, measuring results in close to real time as possible.
But since “everything in real time” is neither possible nor practical, they needed to understand what signals they should be harvesting, when.
They broke down they marketing performance into two large buckets – performance of individual pieces of content, and performance at the aggregate property level.
At the content level, they were looking to find tactical opportunities to distribute or promote content, while the property-level performance will be used to assess strategic direction.
To this, there were some key questions they defined for each bucket, which they used to determine how real-time they needed the signals to be.
As a result of their exercise, Intel determined that having near real-time assessment of content performance was critical, since the window of opportunity to distribute or promote content tends to be very short in channels such as social.
On the other hand, property-level performance should be measured daily, in order to assess overall performance and track progress against goals.
Here is Intel’s content performance dashboard in action, where they were continuously monitoring the performance of their latest content.
By measuring signals continuously, at the right frequency to meet their needs, Intel was able to move from a static, set-and-forget content plan to more flexible and dynamic content strategy, where opportunities are found and actioned on throughout the day, and course corrections are done not at the end of the month, but on a daily basis.
So let’s recap. The five strategies we talked about today.
Now for the key question that you are probably wondering about.
How do I define my own measurement strategy for my campaigns?
This is where Origami’s marketing signals framework comes in.
To make it easier for you to formulate your own measurement strategy, we’ve compiled a list of all commonly used signals across all marketing channels, online and offline
Each signal is classified according to three types of categories so that you can easily align your measurement to your objectives.
The first category is objective.
Perhaps you are running an awareness campaign for your product or service, or maybe you have a direct response campaign for driving conversions.
Depending on what the objective of your campaign is, the signals you want to measure will change, as you saw in Visa Checkout’s example.
The second category should be familiar to everyone – marketing channel.
Of course, you won’t activate across all possible marketing channels for every single campaign.
Understanding which signals matter for each channel is key to a successful measurement strategy.
The third and final category is the signal type – volume, quality, efficiency, and share.
Volume measures the amount of impact of your campaigns, whether it’s total impressions, or number of conversions.
Quality indicates how effective your campaigns are at moving your audience down the funnel, such as click-through rate.
Efficiency measures your performance per dollar – signals such as cost per click or ROI.
Share shows how your performance compares to competition or market potential: examples are market share, share of voice, and so on.
By using these four types of signals, it’s possible to effectively measure any campaign, regardless of channel or objective.
Using the Periodic Table of Marketing Signals: An Example
Background:
Your company is launching its product in a new market, with a cross-channel campaign activating across TV, Display, and Social channels. Since this is an initial entrance focused on growth, you do not expect to show ROI immediately. The primary objective is to garner as much awareness as possible, with media efficiency also being an important factor — as you have limited budget. Additionally, you are interested in measuring website engagement volume to assess the increase in brand awareness.
Finding Awareness Signals:
Using the periodic table (enclosed), you browse through the Awareness block, colored in red, searching for Volume and Efficiency signals in the relevant channels: TV, DPL, and SOC. Using the index (pgs 5 & 6) makes it easy for you to find the signal blocks of interest. You end up with the following set of signals to measure:
TV: Gross Impressions, Net Reach, GRP, TRP, Cost per Point, CPM
Display: Impressions, Reach, Display Time, CPM
Social: Impressions, Unique Impressions, CPM
Finding Engagement Signals:
You then move to the Engagement block, colored in orange, and locate the relevant WEB volume signals:
Web: Visits, Visitors, Page Views, Time on Site, Actions
The periodic table represents just one portion of the entire marketing signals framework. Layers above include compound signals such as cross-channel impressions, or total social engagement across all engagement types. These compound signals help to simplify measurement by reducing the total number of signals and can be customized based on campaign and context.
Using the Periodic Table of Marketing Signals: An Example
Background:
Your company is launching its product in a new market, with a cross-channel campaign activating across TV, Display, and Social channels. Since this is an initial entrance focused on growth, you do not expect to show ROI immediately. The primary objective is to garner as much awareness as possible, with media efficiency also being an important factor — as you have limited budget. Additionally, you are interested in measuring website engagement volume to assess the increase in brand awareness.
Finding Awareness Signals:
Using the periodic table (enclosed), you browse through the Awareness block, colored in red, searching for Volume and Efficiency signals in the relevant channels: TV, DPL, and SOC. Using the index (pgs 5 & 6) makes it easy for you to find the signal blocks of interest. You end up with the following set of signals to measure:
TV: Gross Impressions, Net Reach, GRP, TRP, Cost per Point, CPM
Display: Impressions, Reach, Display Time, CPM
Social: Impressions, Unique Impressions, CPM
Finding Engagement Signals:
You then move to the Engagement block, colored in orange, and locate the relevant WEB volume signals:
Web: Visits, Visitors, Page Views, Time on Site, Actions
The periodic table represents just one portion of the entire marketing signals framework. Layers above include compound signals such as cross-channel impressions, or total social engagement across all engagement types. These compound signals help to simplify measurement by reducing the total number of signals and can be customized based on campaign and context.
Now let’s open up to Q&A.
Thanks to everyone for joining the webinar.
As a special offer for those of you who attended the webinar, you can have a free printed poster of the periodic table mailed to you.
Just email us at signals@origamilogic.com, the poster will be on its way.
Also, if you’re interested in seeing how we can help you take your marketing measurement to the next level, please contact us at the same address