Google Attribution 360, improved campaign measurement

attribution 360 | DBi
Today we will discuss one of the heavyweights of this new suite: Google Attribution 360. Attribution 360 promises to be a turning point in digital marketing and become the tool that will help drive success of marketeers. Its aim is to help you evaluate the performance of different campaigns – both online and offline – and all contact points (when and where the ad appears, etc.) throughout the customer journey. In this way, advertisers can discover and identify the correlation between acquisition and media activity, such as television, or even external factors such as weather phenomena.   One of the main advantages of Attribution 360 is that it not only allows measurement through various channels, but also of different devices, obtaining a single multi-channel and multi-device funnel. The tool has an unlimited number of preliminary steps to conversion within 30 days compared to 4 steps now showing Google Analytics.   Strengths: Data visualization and analysis of “path to purchase”. Attribution 360 also takes into account the position of the channels in the path, rather than just the participation. It also offers a new powerful data visualisation capability that allows reporting on different channels and media, with the ability to propose create media and budgetary plans, all within the tool itself. The data-based attribution modelling in this tool means better investment decisions and deeper understanding of the real contribution (role and weight) of each of the channels in your digital strategy. Knowing what action opens the conversion cycle, what actions influence the user journey and what action closes the cycle facilitates analysis of all interactions en route, not simply attributing... Read more

DMP: Adobe Audience Manager QA with James Trudgian

Data Management Platforms (DMPs) represent the next generation of marketing technology solutions. Designed to sit at the heart of a current marketing stack, they de-duplicate, aggregate, and merge multiple sources of data – be it online, or offline – and combine them with an anonymous unique ID for each customer. This allows an organisation to have a holistic view of their customers’ interactions based on onsite behaviour, in-store and purchasing behaviour, and any other touchpoints where the user interacts with your brand. The real power of this is the DMP allows you to create in-depth segments with these different data sets that can then be pushed out across all your different activation and buying tools, including onsite targeting, CRM, ad-serving, etc. Today, we spent a few minutes discussing Adobe’s DMP, Adobe Audience Manager, with James Trudgian, the Head of Strategy, Data and Insight for EMEA at Adobe. Here’s the audio version: What business problems do DMPs solve? Organisations want to put customer experience at the heart of what they do, which means giving users a consistent experience that reflects their interaction whether that’s online, offline, or both. Digital data adds new complexities to how organisations deal with their users and the tendency is for organisations to deal with customers in silos and as individual devices, rather than as people with many devices, often not connecting the dots between different departments. This leads to inefficiencies and lost opportunities as you aren’t able to create an accurate picture of your customers or their needs. DMPs bring these disparate data sets into one place and create customer audiences across those silos... Read more

Google Joins the Marketing Cloud War and Launches Google Analytics Suite 360

Launch of Google Analytics 360 Suite
Google has launched its much talked about unified platform for enterprise level users; the Google Analytics 360 Suite. This is a set of six tools designed to help marketers measure campaigns, collect data from various sources, and share insights for programatic and automated marketing. It’s well known throughout the industry that Google has been working on this suite for three years, and yesterday they finally informed us via an announcement on their official blog. That Google Audience Center was an open secret was underscored when it was featured in the recent Forrester Wave report prior to its release – a nod of recognition that whatever they do, it would be important on an industry wide level. The new suite ​​is another step forward towards the integration of Google’s measurement, data and optimisation capabilities and represents a serious alternative to its rivals and industry players in the marketing technology space, such as Adobe, Oracle and Salesforce. “The era of fractional attribution in programmatic marketing is here,” said Paul Muret, vice president of Display, Video Ads and Analytics. What does Google Analytics 360 offer? Here’s a breakdown of what Google is offering users of Google Analytics Suite 360. Four of the six products are brand new, and are in limited beta. Google Analytics 360: A new version of GA Premium promises better integration with multiple points of data, in addition to Google’s advertising products. Google Tag Manager 360 (beta): An improvement on their tag manager, which offers a more simplified way to gather information from your site, increases the accuracy of data and simplifies workflows. This is a stand-alone, paid for... Read more

Data Layer for Dummies…and Digital Marketers

What is a data layer?
A data layer is becoming a key component of implementing marketing technologies. They are coupled with the rise of tag management solutions (TMS) and allow for much easier, more reliable and rapid deployment of third party tags (marketing or otherwise) onto a site. This blog will explain at a high level what a data layer is, it’s purpose and benefits to an online organisation. First off, there are many types of data layer out there, but for the sake of this explanatory blog I will focus on data layers used to facilitate the implementation of marketing technologies, such as analytics and ad serving tags. In the world of online marketing, these are the most common, and probably the most simple, so a good place to start. At the most basic level, a data layer is a repository of data that loads as part of the HTML of the webpage. Most commonly for marketing technologies, data layers tend to be written in Javascript, which is what our examples will focus on. The data layer contains all the data needed by the different marketing tools that an organisation uses. For example, on a ecommerce thank you page, tools such as analytics or marketing tags will need ecommerce information such as product name, unit price, quantity etc. so that the relevant reports can be populated or attribution assigned. A data layer will contain all of this information in a centralised place which will be available for all these tools to use. Before the widespread adoption of TMS’s and data layers, data required for marketing tags would often be scraped from the page... Read more

The latest enhancements in Adobe Analysis Workspace

Adobw analysis desktop | DBi
The latest addition to the Adobe Analytics family – Analysis Workspace has issued a new update last week. If Adobe keeps up with the enhancements very soon we might ditch Ad hoc and rely entirely on Analysis Workspace. For those of you who are not familiar with the product I highly recommend you go and try it out today! In this post I will cover the most recent features added to Analysis Workspace that has made it better, faster and even more user friendly.   1. Undo So, the first new addition and probably the most needed one is the UNDO functionality. You can either select it from the action bar or you can use the keyboard shortcut (Cmd+Z/Ctrl+Z). However, you should be aware that there are some cases when you cannot use the Undo function. For example: Changing the report suite ID in the report suite selector Resizing or moving panels and sub-panels Selecting and highlighting cells in a pivot table Running cohorts, except when you click Run. Changing the configuration (dragging metrics, changing values, and so on) is not undoable   2. Link to This Project To make our lives easier when sharing projects Adobe has also added “Link to This Project”. This way you can send your Analysis Workspace project to any of your colleagues by just sending them the URL. Then they can go straight to the project by clicking on the link. You don’t need to share it – recipients will be able to open it in a “Read only” mode. All admin recipients will still be able to edit and save the project.... Read more

How the leading DMPs stack up according to Forrester Wave

  Forrester Wave recently released their updated marketing analysis of DMP technologies. This is the first update since 2013 and the fact that this feels overdue is a reflection of how quickly DMP technology has been moving. We’ve summarised some of the key points of the report, which you can read here.   Main findings: The rise of DMPs in the last few years is a reflection of the increasing need for marketers to blend first, second and third party data as they try and grapple with an increasingly fragmented digital environment. In many respects, DMPs are a direct response to the problem we’ve all been well aware of for a long time – that users increasingly access the internet through multiple devices and formats, meaning their user journeys are less-linear than ever before. Due to their ability to tie these disparate journeys together, DMPs will increasingly be at the heart of digital marketing suites, linking different sources of data, measurement and analysis tools and outputting that information to marketing and ad technology as marketers realise the need to partner with DMP providers given the complexities of this task Forrester forecasts that programmatic buying spend will increase by 23% over the next five years and marketers will need the tools and support to identify and target the most promising prospects. This is particularly pertinent because programatic relies so heavily on good first and second party data to build high quality segments. It is the DMPs ability to sit between the various tools and data collection points, joining them together which makes them such important tools within a marketing suite... Read more