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.

  1. 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.
  2. 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.
  3. 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.
  4. 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.

If you’re interested in learning about W2O, check out our About and Analytics pages.

Want to chat? Drop us a line.

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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. Here’s what we’re watching this week.

  1. Facebook Expands the Functionality of Their Tracking Pixel: Tracking Pixels, snippets of code used to track conversions, have been used for many years to track the effectiveness of digital media. They can be a useful tool; however, they are often limited in functionality and what channels they give insight into. Facebook last week started to open up their tracking pixel a little more when they introduced functionality to support Facebook Groups. Marketers can get excited about this development because it’s the first time Facebook is giving this level of insight into both paid and organic content.
  2. Amazon Starts Testing a Tracking Pixel of Their Own: Amazon has been working steadily to enter the digital advertising space. In fact, they brought in about $2.2 billion in sales last year. In order to strengthen their offering, they’ve started to test a tracking pixel that retailers can place on their Amazon.com product listings. These pixels will measure A) if conversion on Amazon is better than owned properties and B) how amazon stacks up against other platforms. Just like the Facebook news above, more insight into performance is certainly something for marketers to get excited about. However, we always advise also using a vendor agnostic model – like the one we’ve recently released at W2O – to get an unbiased view of attribution as well.
  3. Forrester Finds that Video Advertising is Still Huge – Just Much More Complicated: Forrester’s latest report on video advertising showed an expected $103 billion to be spent in 2023; that’s a big number! However, video advertising has become much more nuanced with the myriad of platforms and audiences available. Marketers used to be able to peg a certainly amount of budget to ‘TV’ as a category. Now they need to view TV as deserving of an entire media mix strategy in and of itself.
  4. Podcast Audiences Showing Advertising Potential: Moving from the mature channel of TV and Video to the nascent venue of podcasting. Podcasts have long touted a devoted and captive audience for marketers. However, the small scale of the audiences has limited the utility of the channel. As Nielsen recently reported, the scale issue may be going away as podcasts rise in popularity. From TV to podcasting and everything in between, it can be difficult to nail down an exact marketing mix with confidence. At W2O we use past performance, industry trends and statistical prediction to come up with the perfect strategy.

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.


If you’re interested in learning about W2O, check out our About and Analytics pages.

Want to chat? Drop us a line.

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Simply put, analytics powers everything we do. Perhaps no one understands this better than our Chief Analytics Officer, Seth Duncan.
This week I was able to chat with Seth about how W2O is able to leverage analytics for our clients, the future data will play in healthcare and tech. Plus, you won’t believe what subject he struggled with in school. Take a listen below.


Don’t miss an episode of What2Know, subscribe to our podcast on iTunesStitcher or Spotify!

If you’re interested in learning about W2O, check out our About and Healthcare page.

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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. Here’s what we’re watching this week.

  1. Google Brings Digital Media Capabilities to Billboards: It looks like Google is serious about bringing programmatic technology to out-of-home advertising, which could expand the possibilities of cross-channel planning and execution. Connecting online and offline ads has long been a goal of marketers that has not been realized beyond simple geo campaigns. Given W2O’s focus on cross-channel experiences, this functionality is especially appealing to us.
  2. Amazon Opens Their DSP to Direct Buys: Amazon’s Demand Side Platform (DSP) has quietly been gaining momentum, not only because of the opportunity to run media on Amazon’s owned-and-operated sites, but also the chance to leverage Amazon customer data with other publishers. This new feature seeks to enhance that value proposition by allowing advertisers to procure direct deals through the Amazon’s DSP. So, advertisers will have both the guaranteed placements associated with direct deals, along with the targeting capabilities of Amazon’s DSP.
  3. The TV Advertising Landscape Continues to Flesh out with Altice and Vizio Partnership: Connected TV, an evolving area that we’re very excited about, continues to build the infrastructure for advertising and analytics that will allow for functionality comparable to digital marketing channels. Just as the digital marketing ecosystem was not built overnight (and is still not yet complete), Connected TV will need to see many deals like this over the coming years
  4. Whispers of US Data Regulation Get Louder: This year, the European Union implemented the General Data Protection Regulation (GDPR) to give internet users more control over their data. Quickly after that, California passed similar legislation and a host of other states are looking to do the same. Now the US Government is also taking a keen look at the area. For most national and international marketers, uniform regulation across the country is preferred over state-by-state regulation. The effort to standardized data protection will likely get bumpier before it gets smoother but at W2O we also believe it will lead to a more transparent and user-friendly internet.
  5. Sizmek Moves to Fill the Void Left by Google IDs: When Sizmek acquired Rocket Fuel, an AI powered DSP, it was somewhat unclear what the benefits might be of integrating the two platforms. Last week, Sizmek started to position the new platform as an alternative to the Google Marketing Platform. Earlier this year, Google announced they would be removing user IDs, which caused marketers to wonder how they would be able to execute cross-channel attribution measurement. At W2O, in addition to our proprietary attribution model, we’ve also been looking at alternatives to collecting Google user IDs for the purposes of audience research. This announcement shows that there will be no shortage of creative options popping up in the near future.
  6. CleverTap Platform Adds Customer Journeys: CleverTap, a mobile marketing platform, announced journey building capabilities last week. Customer journeys, cross-channel campaigns made up of sequenced communication which are triggered by user interactions, contain the promise of right place, right time messaging. However, the technology to execute these campaigns has traditionally lagged behind the ambitions of marketers. Often, we string together multiple platforms for clients to create true customer journeys. Steps like this from CleverTap and others allow marketers to spend a little less time on the technical details and a little more time focusing on the customer experience.
  7. How to Build Your Company’s Analytics Team: Last and certainly not least, W2O’s Chuck Hemann, Managing Director of Analytics, gives us his take on building a world-class analytics program.

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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Over the last 15 years working inside a large corporation, with a number of clients and conducting a significant amount of research in support of two books, I have seen research and analytics go from the first thing cut from a budget to significant investment being made in these capabilities. As an example, in Nielsen’s recently released CMO report, 79% of the senior marketers surveyed indicated that they plan to spend more on analytics in the coming 12 months. Nielsen’s study isn’t an isolated case. The annual CMO survey from the American Marketing Association, Deloitte and Duke University found that brands are expected to increase their spend on analytics by a factor of five. I don’t suspect this trend is going to stop any time soon, especially as the desire to determine return on investment (ROI) continues to grow.

What caused this explosion in research and analytics during this timeframe? I think there are at least three things at work. First, and likely the most obvious, digital media exploded. Everything from social media, to new forms of paid media, to the extremely rapid adoption of mobile devices contributed to the growth in research and analytics. Second, and related to the first, we’ve seen a growing number of available data sets to tap into that allow us to not only evaluate marketing success but understand who our audiences are at a much deeper level. Third, and I think an underrated part of the equation, is we’ve seen the research and analytics talent grow in both number and skills during that timeframe. Despite advances in machine learning, automation and artificial intelligence, humans are still what makes the insights engine go around and around.

With the growth in talent, data and desire to understand return on investment, has come a flood of questions from marketing and communications executives about how they staff and structure their research and analytics function. The answer, as you might have suspected, is more complex than hiring a bunch of data scientists and calling it a day (with all due respect to my friends who are data scientists). The real answer is it requires a diverse set of skills because of the growth in channels and data sources, but more importantly marketing has become the center of customer insights within large organizations. So how should you be thinking about structuring your research and analytics team to support your organization? What sorts of questions should you be prepared to answer?

  1. PESO Analysts. By now you likely know what PESO stands for, but for those of you who do not it stands for paid, earned, shared and owned. The analysts who inhabit these disciplines do everything from evaluating channel effectiveness, to helping with ongoing optimization, to informing marketing planning. There is a growing number of professionals who can play multiple roles within the PESO mix, but you should be identifying people who understand these channels at a very deep level.
  2. Market Researchers. As the growth of digital media and things like social listening really took off, so too did the dialogue of the death of market research. There were a number of brands who claimed to be reducing their investment in market research in favor of digital analytics. Fast forward about 10 years and we’re seeing a surge in the need to have strong market researchers on staff. Why? The reality is that as good as digital media is at understanding behaviors, there will always be an audience that we can’t understand fully through those channels. Similarly, there will always be value in validating the behaviors we see playing out online. At W2O, this is an increasingly important function, and one we’re integrating with our digital analytics capability to solve client questions.
  3. Marketing Technologists. What does it take to deliver great insights? People are one, but platforms are another. When Scott Brinker released his 2018 marketing technology landscape earlier this year there was a collective gasp at the growth in the number of tools, which now totals almost 7,000. That is an overwhelming number, and one of the reasons we’ve been investing in this critical skill set. The other reason, and significantly more important to developing insights, is that marketing technologists are essential in connecting the “data pipes” needed to understand the complete customer journey and fuel activation. Without them, we’re analyzing data in a silo.
  4. Data Scientists. You didn’t think I forgot about them, did you? Well, contrary to my comments above I do think data science is an essential function to support not only large marketing programs but also the business at-large. These individuals, among other things, are critical to developing the right data models to take wildly different data sets and turn them into something meaningful.
  5. Analytics Strategists. Before my strategy friends chase after me with pitchforks, let me explain what I mean by analytics strategists. Increasingly, we are seeing the need to identify a senior analytics professional who knows the various disciplines enough to guide them but then also deliver insights back to the business. At first glance this might feel a bit redundant, and it could be for your research and analytics use case. However, if the intention is to service the entire business and not just an individual channel, we think it’s essential. There needs to be an individual who can see what we’re learning about the audience and how it could apply to a number of use cases, not just media targeting. There needs to be someone who understands how messages are being received so that there can be a continual loop to the team developing content. There needs to be someone who understands the interplay between channels to drive more customers into and down the funnel, and who can speak the sales speak. You get the idea, I think.

How many of these individuals you have on your team is entirely dependent on your organization, but these skill sets should all be represented under one umbrella. Over the last several years we’ve invested in each of these skill sets, and because of that our clients are paying dividends. We think you will also if you follow this roadmap.

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Ah, the ubiquitous crisis. In today’s digital, all-access world, a damaging video, negative tweet, verbal misstep or computer network breech can leave a company reeling, causing stock prices to plummet, a mass exodus of customers and employees, major regulatory fines…the list goes on. While unfortunate, every one of us in the business world will be hit with a crisis at some point. It’s inevitable.

Whether the crisis is massive or minuscule, it’s important to be as prepared as possible, hunker down, respond quickly, transparently and effectively, and go about rebuilding your reputation… perhaps even for the better. A critical component  of a crisis response plan  is having data at your fingertips that can help you develop a fact-based plan of action. By tracking various forms of conversation occurring online and on social media platforms, you can glean important insights into customer and company sentiment, which will undoubtedly help inform your crisis plan. 

Today, I am excited to sit down with Steven Cutbirth, an analytics and engagement Senior Account Manager at W2O  to learn about the value of data analytics and social listening in helping mitigate and/or manage crises.

Steven, you have been using data analytics and social listening as a platform in mitigating several crises for our healthcare clients. Can you explain the role that analytics specifically plays in managing a crisis situation?

Analytics represent the “secret sauce” in effectively managing a crisis, helping guide a company’s response strategy with precision. In my experience, clients who invest upfront in an analytical approach to measurement and monitoring are the ones who truly understand their audience during a crisis. My team recently helped counsel a client through an unforeseen crisis situation that escalated quickly, generating viral social sharing and national media coverage within hours. We acted quickly to prepare a real-time solution by conducting social and media analyses to determine how the coverage was trending, which themes were becoming most apparent, and how the situation was being positioned. These analytics-driven insights proved that the crisis was sidestepping our client and ultimately trending downward. Having this data in hand proved invaluable in guiding the client to engage in a measured response. We simply couldn’t have done this without data analytics.

How does data gleaned from online analytics help inform a proactive crisis plan before one hits?

Potential crises can often be identified through predictive analytics, the process of utilizing previous patterns to predict potential future outcomes. Understanding potential outcomes can alert us to issues we don’t yet know about. The use of AI-based early-detection tools can automatically uncover unexpected shifts in previous patterns and immediately bring these to our attention as a potential cause for concern – in essence catching a crisis before it becomes one.

There are literally millions of negative social mentions made about brands each and every day. How does social listening and analytics help cut through the proverbial clutter and identify a crisis in the making?

I look at this as a three-part approach:

  1. You must be actively monitoring online conversations about your brand on a regular basis. That way you will know when there are significant upticks in conversation around a specific topic or unexpected marginal shifts that may hint at an upcoming crisis.
  2. Benchmarking is crucial. It’s more than just identifying negative mentions on your social channels. You must have a keen understanding of overall engagement metrics for each of your social media platforms. Regularly analyzing these engagement metrics on a recurring basis will make it far easier to spot when something is not quite right.
  3. Know and regularly engage with brand and industry online influencers, as they often serve as the bellwethers who will alert you to trends that may affect your brand. Develop an active monitoring program to ensure you are in-the-know about industry- or brand-specific topics they are actively discussing.

Want to learn more about W2O’s analytics-driven approach to crisis communications? We’d love to hear from you! Drop us a note.

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. Here’s what we’re watching this week.

  1. Acxiom Transitions to LiveRamp Without Missing a Step: Early in July, Acxiom announced it would be selling Acxiom Marketing Services (AMS) which ended the years long combination of Acxiom and LiveRamp. This week LiveRamp made clear how they would move forward as a standalone company. In addition to a new stock ticker (RAMP), LiveRamp announced they would be focusing on platform upgrades including investments in addressable TV.
  2. US News Sites Taking Conservative Stance on GDPR: Beyond Ad-Tech platforms themselves, news sites have probably been the most impacted US companies by the EU’s General Data Protection Regulation (GDPR). News sites typically gather a lot of data on their users and expose it to many advertisers to allow for the most tailored ad experience possible. However, under GDPR this doesn’t fly without explicit consent from the user. In order to avoid legal ramifications, over 1,000 US news sites have denied access to EU users altogether. And while there has been plenty of friction in complying with GDPR, these news sites have still made clear it’s their intention to become compliant and open their content back up to EU users in the future.
  3. CDP AgilOne Starts to Deliver on the Promise Online/Offline Connection: At W2O, we’re believers in the power of Customer Data Platforms (CDPs) as a mechanism for unifying data to deliver the best possible customer experience. That’s why we’re watching the attached announcement from AgilOne and Criteo so closely. With Criteo, advertisers can remarket users who do not complete a purchase online. Until now, those ads did not turn off when a user then completed their purchase in a physical store. With AgilOne, those offline transactions can now be tracked, and the retargeting ads can be turned off. This is a win both in terms of saving ad dollars as well as improving the customer experience. As CDPs mature, we expect many more beneficial partnerships like this one to materialize.
  4. Arm Purchases Treasure Data in Continued Industry CDP Acquisition Pattern: Continuing the topic of CDPs, there was a large acquisition of CDP Treasure Data. Arm, a leading IoT chip maker decided to purchase Treasure Data to complete their stack. This news may seem significant to only a small number of players, however, the fact that Arm saw a CDP so value they decided to acquire a company instead of license the technology speaks to how key they see the platform. We don’t disagree – whether it’s a CDP or some other data platform, our technology recommendations at W2O always start from the data level and build up.

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.


If you’re interested in learning about W2O, check out our About page!

Curious about how we use data? Check out our Analytics page!

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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. Here’s what we’re watching this week.

  1. Flashtalking and Neustar Partner on Attribution: True Multi-Touch Attribution (MTA) is a key priority for almost every digital marketer today. For a number of reasons, including technical, planning and platform challenges, building an attribution model is hard to do. Add to that, the impending removal of Google IDs and measurement across digital channels becomes very difficult. At W2O, we’re constantly tweaking our MTA model to meet the needs of clients and stay in front of industry changes. To make MTA a little bit easier, Flashtalking and Neustar are partnering to track digital media and resolve identities across channels. Flashtalking and Neustar are heavyweights in the areas of tracking media and identity resolution respectively. So, this partnership has the potential to give marketers a much clearer view of their campaign performance.
  2. Marketo Integrates Intent Data from Bombora. Bombora has been leveraging partnerships for years to get the most precise intent data to find which consumers are close to the purchase point. These audiences can be extremely valuable to activate on and Marketo is taking steps to make that easier. By bringing intent data from Bombora into the Marketo platform, marketers will have more options for precise targeting.
  3. Facebook Refines Video Ad Metrics: Facebook video ad metrics have always been a little bit difficult to decipher. However, Facebook recently listened to advertisers to refine some of the metrics. Now, repeated video plays and videos that do not play at all will not be counted in the metrics, as well as a host of other changes. It’s also notable that Facebook announced Moat as a new third-party provider of video ad metrics. Moat will be free to define their own metrics from Facebook data which will likely provide marketers with a different point of view regarding campaign effectiveness.
  4. ComScore Takes on TV Measurement: At W2O we’re very excited about the state of the TV industry right now. There are many players, new and old, that are shaking things up in an effort to grab viewers valuable attention. However, this dynamic has created a fractured landscape between different TV channels (linear, desktop, mobile and OTT). That’s why ComScore has teamed up with several TV networks to track video across platforms. This type of cross-channel insight is exactly what TV is lacking right now so we’re encouraged by this step.

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.


If you’re interested in learning about W2O, check out our About page!

Curious about how we use data? Check out our Analytics page!

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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.

  1. IAB Tech Lab Pilots Blockchain to Clean Up AdTech: Two things that are complicated and often misunderstood – AdTech and Blockchain – are coming together to make for a more transparent ecosystem. It’s not as crazy as it sounds; the partners of IAB’s Blockchain Working Group have started to pilot the technology to bring transparency to AdTech and fight fraud. Blockchain uses a distributed ledger that is available for all parties (in this case, AdTech vendors) to view every transaction in the buying process. This is similar to the news from last week when we discussed the formation of IBM and Mediaocean’s partnership. There is a strong desire from advertisers to achieve a greater level of transparency on where the investment is going, and so we expect to see more announcements like this in the future.
  2. Salesforce Acquires Datorama: If you aren’t familiar with Datorama it is one of the industry leaders in providing the technical infrastructure for companies to both gather and integrate data, as well as develop insights that fuel marketing campaigns. Given Salesforce’s continued investment in marketing platforms that provide clients all sorts of capabilities and data, it isn’t surprising to us that they would acquire a platform that can integrate large amounts of data relatively seamlessly. The critical determination as to whether the combined entities will be successful is whether or not more brands decide to go the route of connected dashboards versus the development of an internal data warehouse. Only time will tell.
  3. Marketo and Clari Team Up to Unify Marketing and Sales: There can be enough push and pull between marketing and sales departments without technology getting in the way. Enter Marketo and Clari’s new partnership. The two technology companies are teaming up to help sales reps see how potential customers are interacting with marketing content. Not only is this good for sales reps, it should reduce friction for customers as they move from the lead gen pipeline to sales.
  4. Google Partners with Innovid to Help with YouTube Measurement: Continuing last week’s news of Google’s Measurement Partner Program, Innovid has announced they will be offering viewability metrics reporting for YouTube Ads and Google Video Partners. This type of cross-device transparency has been a blind spot for marketers in the past. It’s encouraging that Google is looking to build strong partnership to increase the availability of measurement data, especially after recent moves to limit data in reporting in response to privacy regulations.

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.


 If you’re interested in learning about W2O, check out our About page!

Curious about how we use data? Check out our Analytics page!

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