As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let alone think about the strategic direction of your organization.
So, when you see announcements or articles in the marketing trade press about news regarding digital analytics, marketing technology or advertising technology it’s likely impossible to keep up. Even more so because digital analytics and marketing technology are two of the fastest growing industries in marketing today. You probably would love to learn more about how these data and tools could be used to help further your business objectives, but there is simply no time.
That’s why our team of experts is releasing weekly recaps to keep you up to speed. Last week we released our inaugural weekly recap of the most important news happening in digital analytics and marketing technology. Here’s what we’re watching this week.
- Oath streamlines ad product offering: Keeping track of ad-tech vendors can be chaotic enough without having to piece together different products under a single vendor. That’s why we’ve seen both Google and Amazon simplify their offerings by bringing all products onto a single marketing platform. Last week, Oath announced they would be simplifying their offering as well by branding all products under the ‘Oath Ad Platforms’ brand name. As with Google and Amazon, there were no real product changes announced but hopefully this will save a few headaches for marketers.
- Advocado connects mass media and paid search dots: Advocado, a marketing attribution platform, released MicroMoment+ last week. MicroMoment+ is a product that will automatically increase keyword bids direct after a TV commercial is played. The concept is simple enough but small tweaks like this can yield huge results (Advocado boasts 98% increase in click-thoughs). At W2O we use a combination of AI driven tools and post-hoc modeling to run the most efficient paid search campaigns possible.
- Google furthers data democratization: In the last few years research institutions have started making their data publicly available in the name of data democratization. This has been great news for any data consumers and will surely help progress many areas of research. One issue, though, has been that each institution has their own unique way of sharing their data. This means time spent hunting down each data set. Enter Google. In much the same way that Google organized scholarly articles with Google Scholar, they are organizing data sets and making them searchable with Dataset Search. At W2O we use many data sets when performing research for clients so we’re fans of anything that helps use get to the data more efficiently.
- Salesforce report finds difference in willingness to share data across generations: In a Salesforce report, findings showed that Millennials/Gen Zers are more willing to share their data in exchange for products and personalization than other generations. While the differences in attitude may be intuitive, they create a tough situation for marketers nonetheless. We always consider this privacy paradox when creating experiences for our clients. The strategy has been to create an experience that caters to both those who are willing to share personal data as well as those who are not.
Those are the four pieces of news we are watching closely this week. Watch this space weekly as we’ll continue to keep you updated on digital analytics and marketing technology trends.
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