Adobe Digital Dialogue

February 11, 2016 /Digital Marketing /

5 Important Insights for Digital Marketers in 2016

As a dig­i­tal mar­keter or a pro­fes­sion­al sup­port­ing the dig­i­tal mar­ket­ing ecosys­tem in South­east Asia, here’s my take on the 5 most impor­tant insights you’ll need for a super-suc­cess­ful year 2016.

1. Recognise the value of your own data combined with second-party data

Third-par­ty data is avail­able now  in South­east Asia, but any poten­tial com­pet­i­tive advan­tage is dilut­ed by the fact that your com­pe­ti­tion has access to the same data you have. You could argue that smarter cam­paign strate­gies and exe­cu­tion make a dif­fer­ence, but shar­ing data among both pub­lish­ers and adver­tis­ers will open up a host of oppor­tu­ni­ties. Exclu­sive access to data allows for mon­eti­sa­tion of the data, but strate­gic part­ner­ships can now also lead to tac­ti­cal data shar­ing that can lead to even greater cam­paign effi­cien­cies.

And this does not have to be data shared across data man­age­ment plat­forms (DMP’s) in a com­plex IAB com­pli­ant Tax­on­o­my – this could be exe­cut­ed by just enabling sim­ple data shar­ing capa­bil­i­ty by apply­ing a sin­gle line of code with just URL lev­el data shared. Imag­ine a Tel­co (with tons of data) and a bank (with the need for cam­paign effi­cien­cy) agree­ing to this, or a Pub­lish­er (need for mon­e­tiz­ing data) and a FMCG cus­tomer agree­ing to share data in a pri­va­cy/PII-com­pli­ant way. This is pos­si­ble with a DMP and is a real­i­ty today. Plus it paves the way not just for desk­top-data shar­ing but also allows you to access deter­min­is­ti­cal­ly-merged cross device data com­ing from a reli­able part­ner. This could have a trick­le down effect with enor­mous pos­si­bil­i­ties.

2. Smarter optimization strategies – Make Your Data Work Harder for You


The idea of build­ing a plat­form where cam­paign sup­pres­sion is uni­ver­sal, in that all mes­sages seen across email, paid and organ­ic chan­nels are man­aged on that same plat­form, and sequen­tial mes­sag­ing fol­lowed by cam­paign sup­pres­sion can be applied, is the ulti­mate holy grail sought by all mar­keters. To find that sweet spot and deliv­er on cam­paign effi­cien­cies would make a mar­keter reach unprece­dent­ed cam­paign effi­cien­cies. But the chal­lenges in get­ting there are plen­ti­ful, from cross device data merge to walled gar­dens cre­at­ed by Google and Face­book, to non trans­par­ent trad­ing desks.

2016 will see mar­keters plan­ning for this cross device mar­ket­place, where they need to work with­in the lim­its of this ecosys­tem, to use ana­lyt­ics to deliv­er on cam­paign opti­miza­tion, prod­uct inno­va­tion and deliv­er­ing the right expe­ri­ence to the right per­son at the right time. Beyond sim­ple rules and busi­ness log­ic-based test­ing and tar­get­ing, mar­keters will be able to use ana­lyt­ics data and com­bine it with offline data, either via their ana­lyt­ics tool or a DMP, to deliv­er an opti­mal expe­ri­ence and test it to ensure it’s the win­ning expe­ri­ence. The idea of a true uni­ver­sal audi­ence which is a seg­ment com­pris­ing of the what (what they do on site/app) and the who (who they are in the offline sys­tems) will dri­ve incre­men­tal uplift for the brand.

3. Cross device view, attribution and campaign suppression beyond Google and Facebook’s walled gardens

digital campaigns

Maybe the biggest change we’ll see in 2016 will be cross device cam­paign attri­bu­tion. With Adobe releas­ing ana­lyt­ics fig­ures show­ing mobile traf­fic sur­pass­ing desk­top and even Google announc­ing mobile search is now sur­pass­ing desk­top search, agen­cies and pub­lish­ers see the tran­si­tion but are hav­ing a hard time con­vinc­ing adver­tis­ers to switch ad spends to mobile.

This is where true cross device attri­bu­tion, which results from deter­min­is­tic or prob­a­bilis­tic match, will go a long way in giv­ing mobile as a chan­nel its due cred­it, and will be the biggest rea­son to shop for attri­bu­tion tech.

4. The smarter merging of digital analytics and data science

Digital Analytics

The Data-to-Insights-to-Action work­flow com­pris­es of the fol­low­ing steps:

  • Anom­aly detec­tion to high­light devi­a­tion in expect­ed val­ue of KPIs eg; lead gen­er­a­tion, rev­enue, book­ings, web­site vis­its etc
  • Con­tri­bu­tion analy­sis that helps tell a sto­ry around why that par­tic­u­lar anom­aly took place. That can be achieved by iden­ti­fy­ing the fac­tors that cor­re­lat­ed lead­ing to that anom­aly.
  • Seg­men­ta­tion result­ing from these cor­re­la­tions can be used for fur­ther analy­sis by build­ing clus­ters of audi­ences.
  • Using sta­tis­ti­cal method to score the like­li­hood of con­ver­sion from audi­ences.
  • Acti­va­tion of those audi­ences across paid, owned and earned chan­nels.
  • The above doesn’t need a data sci­en­tist and can be achieved by a mar­ket­ing tech­nol­o­gist with the right tools in hand.

Dig­i­tal Ana­lyt­ics was tra­di­tion­al­ly asso­ci­at­ed with the smart cap­ture of data from web­sites and mobile apps, so that it could be analysed for busi­ness action. But the tools were lim­it­ed to reports and break­downs of that cap­tured data, with­out the allowance for any sta­tis­ti­cal meth­ods to be applied back to that data.

Quants would have to down­load that data (but weren’t always sure what the data rep­re­sent­ed or how it was cap­tured) to draw pre­dic­tions from it. I have seen an exam­ple of this at an air­line that used data to pre­dict con­ver­sion by the stage of Book­ing Fun­nel at which a user reach­es. Mean­ing if Cam­paign X brought more peo­ple to Stage 3 and Cam­paign Y brought more peo­ple to Stage 4, Cam­paign Y was deemed more effec­tive, because peo­ple reach­ing Stage 4 (fur­ther into the Book­ing Fun­nel) had a high­er prob­a­bil­i­ty of con­vert­ing.

But mar­keters will demand bet­ter attri­bu­tion, accu­rate inte­gra­tion of this data for media mix mod­el­ling, and the abil­i­ty to turn the data into action using a repeat­able busi­ness process that they can under­stand and eas­i­ly apply.

5. Data Wars

big data

The Tech that owns the Data will own the Mar­ket­ing Hub.

This data foun­da­tion will deliv­er on attri­bu­tion, cross device ana­lyt­ics, ana­lyt­ics-based tar­get­ing, cross chan­nel cam­paign exe­cu­tion, third-par­ty audi­ence exten­sion and pro­gram­mat­ic exe­cu­tion, and will be the plat­form on which to deliv­er the promise of a sin­gle tool and a sin­gle cook­ie /ID for true analy­sis. 2016 will see the mar­ket demand for a sin­gle view of cus­tomer across all chan­nels, and solu­tions that deliv­er on that will lead the pack.

What are your pre­dic­tions for 2016?

Digital Marketing

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