VOLUME 1 ISSUE: 01 THE IGNITIONONE GROUP BIG BOOK OF DIGITAL MARKETING 1 | The Big Book of Digital Marketing PHILIPS INCREASES EMAIL CAMPAIGN PERFORMANCE BY 300% WITH IGNITIONONE CHALLENGE: STRATEGY: Philips sought to enhance Use IgnitionOne’s Marketing revenue and conversion Automation solution to enhance potential of its email marketing the customer profile SOLUTION: IgnitionOne was able to personalize email (subject lines and body content) with products that the customer was interested in. IgnitionOne married insights from its DMP with signals gathered from the customer on-site to build a richer profile. These insights also indicated when to send an email based on the customer’s likelihood to convert. RESULTS: lift in lift in lift in 250% CTA 340% CTR 90% open rate 3 | The Big Book of Digital Marketing ©2015 TABLE OF CONTENTS CHAPTER 1: PEOPLE AND BIG DATA • There’s No Such Thing as Bad Data 7 • How Data Ageing Could be Aff ecting Your Online Marketing Effi ciency 8 • Data Visualization Can Unlock Digital’s Advertising Confusion 9 • Why Offl ine Data is Key to Online Data Segmentation 10 • Let’s Use Data Not Just to Target Ads, but to Make Ads Better 12 PAGE 6 • Hyper-Local Data: Programmatic Game-Changer, and Not Just for Mobile 13 CHAPTER 2: UNDERSTANDING AD TECH • AdTech: Can You Explain What You Do? 15 • People Use Buzzwords as a Box They Need To Check, but Often Don’t 16 Know What They Mean • Picking A Lane in the Programmatic Marketplace 18 • Agencies & Tech: Better Out Than In? 19 PAGE 14 • What M&A Means for Programmatic Marketers 20 • Will Need for Transparency Drive Ad Networks Out of Business? 21 • DSPs: Still Not Enough 23 • The Dangers of Buckets 24 • Ad Tech’s People Problem 25 CHAPTER 3: PROGRAMMATIC/RTB • Stop Confusing Real-Time Bidding with Programmatic 29 • Programmatic, Real-time & Predictive: Display is Ready for Primetime 30 • Decoding RTB: Breaking the Acronym to Understand the Practice 32 • With RTB, Premium is in the Eye of the Beholder 34 • RTB - The Missing Link in Brand Display 35 PAGE 28 • The Future of TV Advertising Lies In RTB 36 • The Importance of People in Programmatic 37 CHAPTER 4: MOBILE & DEVICES • Mobile: Still a Pain Point for the Buy Side 39 • The Agency Paradigm Undermines Mobile 40 • Consumer Appliance Marketers Are Becoming the Next Data 41 PAGE 38 Warehouse CHAPTER 5: INTEGRATION • White Lightning 43 • When It Comes To Bid Optimization, Are You ‘Book Smart’ or 45 ‘Street Smart?’ • 3 Ways to Gather Your Data Resources 46 PAGE 42 • What Data Should You Use and What Can You Do With It? 47 • A New Attribution Metric to Rule Them All 48 4 | The Big Book of Digital Marketing CHAPTER 6: BEST MARKETING PRACTICES • CMO Tips: Goals, Objectives, Strategies and Tactics 51 • Agencies Better Cozy Up to Ad Tech 52 • Conversion Optimization: Your Own Online Sales Associate 53 • 3 Types of Data You Can Use to Increase Profi t 54 • 5 Ways to Re-Engage Abandoned Carts with Data 56 PAGE 50 • The Expense of Discounting 57 • The 4 Magic R’s That Online Gambling Marketers Must Make 58 Work Together • Why Retailers Win With Google Shopping 60 • Has Search Lost its Luster? 61 • Brave New Search World 62 • Keep Your Paid Search Thriving with Search Query Expands 63 • Viewability May Save Display from Itself 64 • The Sweet Spot for Conversions 65 • Getting Real with Remarketing 66 • B2B Perspective: Email Vital to Keeping Brand’s Conversation 67 Going with the Buyer CHAPTER 7: SHIFTS IN THE MARKETING LANDSCAPE • If We Want to be Taken Seriously, Then We Need to Get Serious 70 • Ad Tech Progress Requires Drastic Shift in Agency Priorities 71 • It’s Time to Bring Data Scientists on Sales Calls 73 • Are Marketers Ready for the Age of ‘Peak Cookie’? 74 • The New Millennials: Generation FB 75 PAGE 69 • Management Lessons from a Public Company Gone Private 76 WELCOME Now is such an exciting time to be in digital using multiple channels. through a complex and constantly marketing. Integrated marketing is all about changing space. allowing a brand to tell a digital story to its IgnitionOne and Netmining have been consumer, and although there will always be trailblazers in the industry, exerting Enjoy and happy reading, room for innovation, new ways to measure our knowledge fi rst through campaign Will Margiloff , CEO and gain insight, we fi nally have the tools, performance and then through exemplary technology and techniques to seamlessly thought leadership in publications such as weave a beginning, middle and end (and an AdAge, MediaPost, Digiday and many more. epilogue and maybe a duology, trilogy or We are so proud to share our ideas and best more, because really, the customer lifecycle is practices across a vast range of channels, a constant loop that can always be nurtured). individually and holistically. This collection of There are a lot of companies in this space articles showcases our successes, learnings, that have capabilities to speak fl uently to one and most importantly, innovation. They are channel, maybe two. But there are very few an incredible resource for marketers seeking that are capable of having a full conversation a useful guide that will help them navigate 5 | The Big Book of Digital Marketing CHAPTER 1 - PEOPLE AND BIG DATA PEOPLE AND BIG DATA Big Data can seem like a nebulous buzzword, but it’s more than some new jargon. At IgnitionOne and Netmining, we focus on digesting big data to create smart data that we can act upon for marketers. There’s a lot more data at our fingertips now both directly from consumers and from various 3rd party sources, and it’s our duty to figure out how we can apply data (big or small, aggregated or segmented) to positively impact consumers and their lives. We also can’t forget the human element – those analysts that make data work effectively and their unique skillsets in this increasingly data-driven industry. “Good, bad, or ugly, data received from a campaign is always a source of fuel that helps power optimizations for live campaigns and valuable knowledge for future initiatives.” 6 | The Big Book of Digital Marketing There’s No Such Thing as Bad Data JOE LAVAN, MEDIAPOST y definition, pro- So why does data get thrown may task its agency to build responded to buying a new grammatic buying allows out? Advertisers and agencies a campaign targeting in- chopper are also concerned Badvertisers to hit their often operate on the mindset dividuals who fit this standard with the merits of vinyl versus desired audience with every that failure is something to be description; building profiles aluminum siding for their impression while providing avoided like the plague, rather around online users who dis- garage, or paying for their kid’s instant feedback as well as than something that can be play affinity for stereotypically college education. Perhaps a strong foundation to make learned from. I’m not here “macho” things. the preconceived notion about optimizations. Conceptually, to say that every caterpillar the audience is incorrect. They it sounds as if every campaign is a butterfly, but too many Now, what if that campaign shouldn’t be looking for hard- should drive results through marketers pull the plug on misses the KPIs, even though core bikers, but rather for men the roof. However, the reality of poor performing programmatic the desired audience is hit? suffering from mid-life crises advertising is that campaigns campaigns without really Maybe traffic to the brand’s looking at a motorcycle as a sometimes miss the mark. giving them a chance to website rises slightly, while way to rekindle their coolness. But (in my best John Madden mature. Programmatic buying interactions and clicks are half You know, the whole “can’t voice), that’s why you play the allows marketers to test of what was expected. judge a book by its cover” game (and don’t run ad cam- campaigns, learn and adjust. theory. The next round of paigns on paper)! Marketers may even learn that Most marketers would campaigns can optimize their notions of their target probably write this off as a toward this mid-life crisis While missed KPIs are never a audience are false. failure. Is the Web just not an audience, and the brand can goal, they should be far from a effective place for a brand like expect to see the original nightmare. It’s surprising that Let’s look at an example using this to advertise? desired results. so many marketers throw the an American motorcycle baby out with the bathwater brand. If you asked 20 random Instead, marketers should try How do we achieve the best when talking about why a people on the street what a and see what insights they outcome possible from a campaign failed, mislabeling motorcycle owner looked like, can glean from their “failed” less-than-stellar campaign? misses as “bad data.” Good, they would probably think of a campaign. Who actually did Without digging too deep, bad, or ugly, data received crowd of tatted-up, rough and visit the site as a result of the there are so many small things from a campaign is always a tumble dudes who spend a lot ads? Who was clicking and to look for in every campaign, source of fuel that helps power of time maintaining their bikes. engaging? whether the KPIs were low or optimizations for live cam- Think Jesse James or the types off the charts: paigns and valuable know- of guys you see on American The brand may find that ledge for future initiatives.