A recipe book on how to integrate and activate data

for

A recipe book on how to integrate and activate data

The increasing complexity in the digital landscape means there are more and more marketing tools to choose from. This book aims to show you how to solve some of your biggest challenges by integrating different digital marketing platforms with one another.

For example, we're going to illustrate how to make your brand and performance marketing work hand in hand so your strategy can be more customer-centric. We're also going to show you how getting all of your digital marketing tools working together can help you tailor bids according to consumers' propensity to buy.

The format we're using is a little bit like a recipe book. First we'll outline some of the problems you're trying to solve ? think of these as recipes for dishes you want to make. Then we'll dive into the ingredients ? these are the digital tools that are necessary to produce the results you're aiming for.

The idea is to show you how to mix and match the raw ingredients so you can become a proficient chef.

Bo appeti !

Who is this for

00000011111100000011111100000011111100000000010101111111101010000000010101111111101010000000010101111111101010000000010101111111111000000111111 0101010101010101

Directors or Heads of Media

who want to...

? Understand impact of purchase decisions ? Connect brand and performance activity ? Take consumer-driven marketing approach

Directors or Heads of Programmatic

who want to...

? Drive effectiveness and efficiency of

programmatic campaigns

? Understand impact on other channels ? Be able to use data from as many channels as

possible to inform campaigns

Directors or Heads of Analytics

who want to...

? Understand full funnel / user journey and effectively

attribute impact of each channel

? Enable use of onsite data to power media purchase

and creative

Directors or Heads of Data

who want to...

? Break up data silos across organisations and

enable teams to make effective use of data available across organisation

data integration & activation solutions

Heads of Performance

who want to...

? Drive CPA down by making more data available

to adjust bidding and creative

? Use more data points generated by campaigns

as signals to drive performance of campaigns

Heads of Branding

who want to...

? Use data to adjust creative messaging and targeting ? Apply data for creative use cases

Media Agency Account Directors

who want to...

? Show clients full value of working across different areas

of digital marketing

Heads of Strategy

who want to...

? Translate customers' data into competitive advantage for

their client

ACTIVATION

Your audience

SEE

Largest addressable qualified audience

THINK

With some commercial intent

Your objective

Prospects you know

Exclude current customers

13 .........

REACH

Prospects you don't know

Segment target audience

... 15

Use exclusive third-party

17 data from direct

deals in targeting .........

When they are offsite

19 Use exclusive third-party data from

direct deals for creative messaging ... Target users who have previously

21 seen or engaged with AdWords video or display campaign .........

23 Use clicks and video views as

signals for creative messaging ..

INCREASE ENGAGEMENT

When they are onsite

25 Use specific onsite

engagements as signals ........ Use clicks, video views

27 and conversions as signals for creative messaging ........

 ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download