W2O’s Digital Marketing and Analytics Weekly Roundup: 07.12.19

In the hyper-paced world of digital marketing and analytics, marketers are often hard pressed to keep up with the constantly changing news of the day. Between planning, executing and optimizing campaigns who has time to dig through all the news to find relevant industry updates?

Recognizing that this is an issue for many of our clients, we cut through the noise and deliver updates on the most impactful trends in digital marketing and analytics. Now we’ve decided to open these insights up to everyone by publishing a weekly roundup of the most important news.

Here’s what our team of digital marketing and analytics experts is keeping track of this week.

1. LiveRamp Acquires Data Plus Math to Strengthen TV AdTech: At W2O we’re very focused on the quickly changing TV advertising space. I write a lot of about how buying TV advertising is starting to look more like buying digital media with more precise targeting and access to wider ranges of inventory. However, just as important as the buying side of things, the measurement any analysis side of TV is changing quickly. LiveRamp has also recognized as evidenced by their $150mm purchase of Data Plus Math, a TV analytics start up.

Takeaway: The quickly evolving TV landscape is still pretty messy but acquisitions like these signify that it is also maturing. We don’t believe all of the kinks will be worked out of TV buying and measurement for a long time to come. However, we also think the channel is mature enough for marketers to invest in today.

2. Invoca Research Finds Consumers Still Leary of AI Customer Service: The promise of AI customer service bots is drastically lower costs to companies and real-time answer for customers. However, the reality is often frustrated customers using ALL CAPS to get a hold of a human. This Invoca research study finds exactly that sentiment among consumers today.

Takeaway: Customer service is more important today than ever where expectations are high and poor experiences can go viral. Companies need to balance cost saving bots with customer experience.

3. Klear Announces Automated Influencer Campaign Measurement: Influencer marketing has taken off as a new channel to reach potential customers in recent years. However, measurement of influencers has always been difficult; whereas other digital campaigns can look at metrics like clicks and impression across many channels, influencer impact needs to be aggregated by individual and specific KPIs per campaign. Now Klear claims to be able to automate this measurement and calculates the earned media value (EMV) of the reach as another KPI to measure success.

Takeaway: Measuring influencer campaigns can be time consuming and manual. Tools leveraging automated measurement, such as Klear, can help lighten the load on the team, however a critical human eye must be applied to all metrics to ensure they are accurate and not inflated by influencers gaming the system, such as paying for bots to engage or leave comments.

Watch this space weekly as we’ll continue to keep you updated on digital marketing and analytics trends.


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

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Matt O'Rourke
Matt O'Rourke

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