Digital Marketing Analytics Companies: Three Qualities to Demand in a Partner

Effective digital marketing analytics companies define leading campaigns. With more agencies appearing each year, however, it’s important to identify the right one for your strategy. Research shows that today, digital advertising and marketing analytics companies are the most sought-after specializations in the industry. When a brand needs to balance digital project management, content strategies, SEO, website development, and data applications—an expert’s help can make all the difference.

To maximize your digital marketing strategy’s effectiveness, you’ll need to team up with a high-quality provider. While finding specialized support can seem daunting at first, there are a few indicators of success to look for. Not every digital marketing team is created equal, after all, making one’s decisive eye worth its weight in supplied help.

Your strategy demands attention, and you should demand the best qualities in a third-party provider. Below, we’ve listed the three most important qualities to look for. They’ll help you cut through the white noise of today’s abundance of offers, first and foremost. But they’ll also align your brand with a partner who prioritizes it.

Let’s get started.

Quality One: A Strong Online Presence

The best indicator of quality, when it comes to digital marketing analytics companies, is their digital presence. Not only does a positive public perception fortify their claims—but it also reveals an incredibly valuable trait. And it’s one not immediately recognizable, in other cases:

A strong social media presence.

Chances are, you’ll need a provider capable of managing, micromanaging, aligning, realigning and expanding upon your current strategy. Analytics companies might be specialized in data gathering, but many fall short when it comes to data application. Prominence across the web displays effectiveness in today’s most valuable locations of public outreach, like Facebook, Instagram, Twitter and LinkedIn.

It also implies the ability to create and manage email-based analytics, generate higher clickthrough rates and fine-tune existing SEO strategies. No resource should remain untapped, nor should any digital platform be off the table. Today’s leading strategies can certainly succeed by prioritizing some platforms over others, but a multifaceted approach to the online world’s many channels is critical. So, when browsing for the right team member, opt for the one whose familiar with the digital spotlight—as they’re best suited to introduce you to it.

Quality Two: Research Devotion

Center stage appearances aren’t all that matter, of course: A high-quality company needs to be capable behind the scenes—and they should be ready to give you a glimpse, upfront. If you’re going to perform an online marketing campaign, you’ll need a provider just as dedicated to data research, analysis and implementation.

This research should cover multi-industry metrics proven to work—but it should also cover your own industry in great detail. Every campaign begins and ends with high-quality research, and specialized assistance is absolutely required. The best digital marketing analytics companies not only understand this, but live and breathe it. This can be tough to identify, at the get-go, as a company’s best approaches to analytics tend to be revealed behind closed doors. Even so, there are a couple of ways to identify providers who always pursue new information, new strategies and new ways to connect with their clients.

As a rule of thumb, pay close attention to which providers balance a competitive nature with true passion: a dedication to lifelong learning which isn’t afraid to be unsatisfied with current results. It’s important to choose a provider which won’t endanger your brand, of course, so the third-party provider to seek is one that assures safety regardless of current, and future, market conditions. At the same time, their pursuit of new solutions in the wake of current industry trends will be invaluable. It’s the practice of innovation, and it’ll set your brand up for success quickly.

Quality Three: In-House Work

One of the most important qualities of top-performing analytics companies is their focus on in-house coordination. Your provider shouldn’t need providers of its own, and you should feel comfortable knowing they don’t contract other third parties. This is an increasingly vital trait to seek, too, as organizations, every year, find themselves risking data integrity simply by connecting with an analytics provider.

A company capable of sustaining itself, data-wise, alongside yours will conversely maximize their value. This approach to digital marketing solutions is a major differentiator across the industry, and it’s the hallmark of a provider who understands the ins and outs of ground-floor work. Even more importantly: It’s the best identifier of a provider well-versed in the art of creating solutions—even in the face of tough situations.

A great way to identify this quality, when browsing providers, is to check out their online reviews. A company’s clients, more often than not, are the best references of quality. Green flags to keep an eye out for include reports of constant action, self-responsibility and the application of highly relevant data. Even though past clients may not be keen on explaining the exact strategies used to boost their success, their overall take on a provider, more often than not, indicates enough.

The best providers are those capable of adaptability, but they’re also the most organized. These two devotions are difficult to balance, in any regard. For this reason, the qualities above, when combined, will highlight the digital marketing analytics companies worth your time.

Pairing Passion with Persistence

Here at Digilant, online marketing is our passion—and data analysis is our time-tested-and-true tool. We’re constantly updating our own strategies to enhance yours, supplying the custom-tailored solutions your next campaign needs. Today’s digital marketing world has plenty of options available, but we’re here to supply the best.

So pair your lifelong creative passion with ongoing innovation, and empower your strategy with the industry’s most dedicated providers. Digilant is here to open the doors of opportunity, and to guide you through them. Contact us today!

The Top Mobile Marketing Analytics Metrics to Set Goals For

Our digital world is more connected than ever. As mobile apps utilize geolocation services to guide local business locations, cross-channel social media strategies inspire real-time product reviews. Multimedia-based posts today can determine a marketing campaign’s bottom line. Likewise, e-commerce sales can be influenced by user reviews alone.

Because we have so much mobile-bound data to work with, it can be tough to identify the most relevant. Mobile marketing analytics is never an easy task, especially when digital trends change constantly. So, how can we set proper goals?

We’re in luck, as some mobile data analysis approaches prove to have long-lasting potential. Even though plenty of strategies exist, some can circumnavigate app stores’ tricky waters, mobile search, and even geolocation services. The metrics listed below are your best bet—and they’re entirely targetable with the help of a specialized service provider at your side.

Metric One: App Store Ranking

The most effective digital marketing campaigns utilize mobile apps to inspire, convert and empower their audiences. Even though the Apple and Google Play app stores are packed with apps, it’s still possible to boost your own visibility. About five years ago, mobile users simply downloaded apps based upon search results. Today, app store rankings themselves determine downloads.

To optimize your app’s downloads, you’ll need to efficiently apply your app’s keyword-based description—as well as its title. Achieving top rank, of course, requires constant, top-rank performance. Between marketing your app, rolling out updates and optimizing its UI, seeking assistance is the best way to balance your keyword power.

After all, Cost Per Acquisition, or CPA, requires a specialized approach to effectively convert mobile users. Specialized, third-party help is pursued by most app creators for this reason, as they’re capable of enabling your tech infrastructure growth efforts while handling keyword utilization, feedback analysis and highly intuitive download insights.

The great thing about app store rankings is their compounding nature: If your app reaches top rank, its visibility alone can accrue mass conversions. Even so, the process does require constant analysis and fine-tuning. However, in time, your team’s mobile presence can become the most definitive—spotlighting your brand’s best features across multiple app store stages.

Metric Two: Mobile-Based AOV

AOV, or Average Order Value, measures your mobile shoppers’ purchases based upon mobile usage. While mobile-based AOV is normally applied to app-based purchases, it’s also applicable to mobile search, mobile landing pages, and even cross-channel strategies grounded in brick-and-mortar locations.

There are many AOV variables, of course, and it can be tough to improve your brand’s offers based upon seemingly unpredictable factors—such as last-minute purchases. Fortunately, the brand decision-makers of today have found ways to leverage these variables with powerful incentives. Strategies like last-minute promotions, for example, are known to have incredibly high conversion rates when applied correctly. Meanwhile, discount codes, coupons, and on-location mobile check-ins can bring a mobile marketer’s strategy to new heights.

Much like your app store ranking, however, it’s optimal to take a ‘divide and conquer’ approach alongside professional providers: As your team focuses on engagement and creative promotions, your partner can supply the mobile marketing analytics to drive them.

Metric Three: Ad Spend Return

While CPI, or Cost Per Install, is a leading mobile metric to consider, your mobile strategy’s return on ad spend shouldn’t be ignored. CPI is driven by your overall advertising costs related to their resulting installs. As such, knowing the efficiency of your ad spend is a great way to master your mobile marketing campaign.

This is why a lot of mobile app marketers have shifted towards ad network analysis, in general. By defining exact values from ad-generated installs, one can expand their ad reach. As a rule of thumb, the ‘ad spend’ first approach does require a lot of attention. Not only are there major networks to choose from—such as Bing and Google—but there are numerous, smaller networks to consider, too.

Today, the hundreds of ad networks span across geo-local networks, programmatic networks, affiliate networks, and more. Each network specializes in different consumer segments, and your own consumer segments will likely shift between them. Here, effective mobile marketing analytics strategies are possible when opportunity costs are the focus. With this in mind, opportunity costs shouldn’t be analyzed alone—despite appearing easy to tackle.

Instead, it’s best to direct your team’s efforts towards optimizing your ad-based revenue on a user-to-user basis. This can undoubtedly be a little intimidating to approach, of course—and even more intimidating to persist with. To effectively anticipate your strategy’s overall CPI, it’s best to team up with providers focused on ad spend analysis.

Mobile Marketing Success: Quality over Quantity

Whether you’re rolling out a new app, focusing on mobile social media promotions or creating new paths to an online storefront, the best approach will always be one that prioritizes the consumer’s time. Today’s mobile users are exposed to thousands of mobile ads per day. They’re also a highly active mobile messaging bunch. In a digital world packed with mobile content volume, adding to the overall ‘information overload’ pool tends to weaken even the most high-quality mobile campaigns.

To deliver value-packed, mobile-based discounts, insights, content and in-store offers, by and large, is to align your brand with success. Providers like Digilant have pioneered the top strategies to achieve these goals, optimizing the modern mobile marketer’s strategy with instant insights derived from the digital world’s most valuable data. To communicate with your mobile customers, you’ll need to break through the clutter. To break through the clutter, you’ll need to foster long-lasting relationships with your mobile fanbase.

Check out the great options today’s specialists have in mind and craft your next campaign with the mobile marketing analytics tools honed for success. Digilant is here to help, empowering your strategy from the ground up. Contact us today!.

Using Data Analytics and Digital Marketing to Build Your Marketing Strategy

When creating an effective marketing strategy for your brand, data analytics must be at the core of your digital marketing efforts. Brands must continuously create personalized experiences for their products and services because today’s customers want the best. Utilizing data analytics to drive digital marketing, guide your business goals, marketing strategy, product development and engage and retain customers.

Data Analytics and Your Brand

There are a number of data analytics that can be useful to your digital marketing strategy, but how can data analytics and digital marketing support your strategy? Here are 5 ways:

The Right Data

You can’t make effective marketing decisions without accurate data. If the data is used incorrectly, you can harm your digital marketing strategy. Start with your key performance indicators (KPIs) to measure campaign performance. These analytics can include how many people come to the site, who signed up for email, landing page visitors, and more.

Know the channel, Know the audience

Data analytics play a big role in determining who your audience is and who you should be targeting. This helps build personas to build your digital marketing strategy around. You’ll know what campaigns to create, which types of ads work best, and what content to use in your email marketing piece. Your different demographics also help determine what channels and methods to use that will reach your audience. This helps optimize your content and messages to work more efficiently.

Use the right keywords

Data analytics and digital marketing work well when using the right keywords. The data lets you know what the audience is searching for when looking for products and services. This helps you target audiences with those keywords to drive traffic and learn new keywords to use. A keyword tool can also provide insight on which keywords are being used by your competitors. These keywords should be used on social media, in the content on your website, within your call to action, and other digital marketing tactics used.

Optimize

Your past data can predict your future outcomes of the campaigns used in your digital marketing strategy. This helps determine what works and what doesn’t. Proper optimization helps determine what budget should be used or changed. You can also optimize your campaigns based on audience demographics or personas based on product or service.

Show the ROI

The marketing team is responsible for ensuring their budget is right and is working. Digital marketing allows data to demonstrate how the ad spend is being utilized and how it affects profit. Tracking parameters based on different metrics provides real-time, up-to-date data to help make decisions. How can you determine your digital marketing ROI? This equation should help: Your Total Revenue For Digital minus Your Total Cost of Digital Marketing.

Tools Make the Difference

Data analytics and digital marketing doesn’t work if the right tools aren’t in place. These tools can help gather insight, test new methods and ideas, monitor activity, and tie those activities back to revenue:

1. Event-Based

Event-based or click tools monitor the actions of a user at all your brand’s touchpoints. This could be in an app, on a platform, or website. These tools include app analytics platforms, marketing automation, and web analytics. One of the popular tools is Google Analytics. If you’re looking for in-depth information on unique visitors, this tool answers the questions of what people are doing when they visit your site, the pages viewed, how long they stayed on the site, and more. This helps shape the right strategy for your brand to deliver better results.

2. Testing

A/B testing helps test different variations of your website’s features, a social media platform, or app. This gives your brand real data and insight on how to improve your product by learning what customers like and how to convert. Most digital marketing strategies include push notifications, email, SMS, web-hooks, and in-app notifications.

3. Visual Behavior

Data analytics for a digital marketing strategy provides insight into what’s going on in the website, social media platform, or app when being used. Most analytics present the information as a heat map, showcasing the sections that are consistently clicked or trafficked. By using visual behavior, brands can rearrange how they operate digitally to improve the customer experience and offer better services.

4. Digital Marketing Analytics

There are a number of tools collecting data from advertising and marketing channels. This includes search engine optimization tools like Google Console to measure search traffic on a website and performance to fix any existing issues. Social media analytics indicate whether the strategic efforts of a brand are gaining traction. Search engine marketing (SEM) and the paid advertisement shown. This type of tool allows your team to research keywords, track spending, and more.

5. Display Ads

These types of analytics center around display or banner advertising which is important in getting customers to click through to a landing page to purchase or subscribe to a service. Your team can track click and conversions, how many people engaged, and more.

6. Predictive Analysis

This historical data helps marketers identify potential customers and market other products that customers may be interested in based on their target audiences. This also provides insight on which products may work during a cross-sell.

Digilant’s: Your Data Analytics and Digital Marketing Partner

Customer data, operational data, and financial data can help your brand’s marketing strategy to engage and retain customers, create value and have a strong ROI. The team at Digilant has the expertise and experience to help formulate strategies utilizing data analytics and digital marketing tools. When you are looking for actionable business insights grounded in data to make the best decisions, our team can get it done. For more information on utilizing the power of data analytics and digital marketing, contact us today..

 

Sales and Marketing Analytics: Encouraging Data Driven Success

There’s a lot of data out there, and it’s only growing in size. Whether you’re an SMB seeking expansion, a startup business keen on driving conversions, or an established brand owner—data matters. More important, however, is the way it’s applied. Between boosting visibility, enhancing your cross-market potential, or need to expand upon your current consumer segment, your sales team will be behind the steering wheel.

Today’s leading sales analytics strategies are backed by years of innovation: Assessing your brand’s performance while forecasting your major pathways to purchase isn’t necessarily easy. As any master salesperson will say: The best route to success is one not taken alone. Determining your campaign’s direction is tough when data isn’t applied diligently—and diligent data application, understandably, takes plenty of resources.

Balancing Sales and Marketing Analytics

The balancing act needn’t be undertaken alone, and today’s providers are great at leading while also keeping brand leaders informed, optimized, and well-equipped. Even though sales data analysis requires a lot of long-term and short-term goal-planning, the process is much easier when there’s an expert or expert team to take ownership over the technical details that make an analytics solutions successful.

But what are these technical details, anyway?

Let’s check them out for ourselves: Sales and marketing analytics go hand in hand, but knowing the why’s and how’s of their partnership can set you up for success, from the get-go. Listed below are the top data-centric, result-driven strategies that today’s innovative analytics teams can tackle—and which no sales team should pursue alone.

One: CRM Prospect Management

Customer relationship management is pretty approachable, but in-depth analytics are needed to stay afloat in todays’ digital markets. When a sales team is backed by data-driven help, they make the most out of their CRM database. CRM databases are incredibly valuable, in any event, but many sales teams tend to struggle with proper application. Fortunately, a team dedicated to the ins and outs of your CRM can streamline otherwise disjointed tools.

The result of this form of approach is an important one: Actionable sales reports.

Because a CRM is capable of tracking many prospects, your next strategy’s effectiveness will only increase as your CRM’s potential does. After all, a CRM put to good use can run itself: Between automated customer support services to real-time email follow-ups, a professionally handled CRM can transform a business—aligning its sales team with instant, seamless access to data.

Two: Lead Engagement

Not just any form of lead engagement, either. Sales teams backed by cutting-edge data analytics tools, as well as specialized data management support, save a lot of time—as well as precious energy. When applied effectively, sales data can identify leads instantly. This is a major benefit, as even your most valuable, reliable, and actionable customers can change direction, suddenly. Unfortunately, it’s all too easy to drive sales based upon outdated data. Even more unfortunate is the wide array of sales teams who fall into this pitfall: Without highly relevant data insights driven from immediate prospect analysis, a sales team can fall behind their competitors.

We’re in luck, though, because the teams specialized in managing sales and marketing analytics free up plenty of room. As such, your team can define the best leads—and the best way to reach them. Even better: You’ll be able to establish monthly revenue goals much easier, as the sheer reliability of predictive analytics is powerful enough to create financing frameworks with confidence.

Three: Cross-Channel Experiences

Today’s shopping brings customers online, and there are plenty of e-commerce locations to choose from. Getting the most out of a branded website, however, often requires strategies geared towards physical locations. In the past, determining the customer’s path was simpler. Some of today’s storefronts have taken form as email lists, social media pages, live media updates, however, making cross-channel strategies not only important—but vital.

Keeping track of every customer interaction isn’t possible, of course, which has driven a number of data-driven innovations. Even if your customers are wide-ranging in terms of shopping behavior, however, you can still create powerful cross-channel strategies to connect with them. Sales and marketing analytics, when streamlined together, can identify key performance indicators—and more.

When it comes to identifying these indicators, your team can also gain diagnostic pictures of each marketing effort’s overall performance on a per-lead basis. By tracking revenue, acquisition costs, and leads, you’ll be well-equipped to create a sales strategy that is both proactive and reactive. This is where sales and marketing analytics, when effectively paired, shine the most.

Supported by tech-rollouts, industry knowledge, and more, your specialized data analysis partner can help you boost your lead-to-customer ratio. Because every sales framework is different, your analytics-driven strategy can be custom-tailored to your needs.

Four: Self-Sustaining Analytics

Whether targeting landing page conversions, inbound marketing ROI or social media traffic, numerous opportunities exist for your sales team. At the same time, pursuing long-term goals via metrics possible: While short-term data can help boost your bottom line, long-term approaches can steadily grow your online presence.  Identifying your inbound strategy’s likely ROI, for example, will establish a firm data reference foundation.

Before long, the lead-to-customer ratios you’ve come to rely upon can be used to achieve new heights. Today’s digital world might be bustling with social media traffic, search engine exploration, and e-commerce checkouts—but it’s definitely possible to create a memorable impact.

Your Next Strategy: Designed for Success

Every sales team starts somewhere, and today’s leading analytics experts love combining forces with them. Start building your strategy with the powerful tools, instant industry snapshots, and data-driven prospects designed for maximum impact. Digilant is here to help—empowering today’s strategies with the tech tools of tomorrow. We help our clients craft the campaigns they’ve always wanted, and we’re always ready to provide deep, core-industry insights to make pre-existing strategies even better.  

Leading the way with comprehensive, flexible, and self-sustaining sales approaches, Digilant provides the marketing services which matter the most: Those built to last. Contact us today!

 

Digital Marketing Competitor Analysis: Guide to Evaluating Competition

Have you ever wondered how some companies keep their position in the market? It takes time and dedication to acquire the information needed to successfully navigate and make your mark on the competition. There are a few solutions to getting the information you need. One of the best ways to evaluate your competition is by conducting a competitive analysis. This helps learn how the competition does things and aids in identifying opportunities, keeping up with current trends, and positioning your products and services to surpass industry standards.

Pros of conducting a competitive analysis

There are benefits to conducting a competitive analysis that not only helps identify strengths and weaknesses to reinforcing your brand, content strategy, and more. Consider these:

Fine-tuning and developing your Unique Selling Proposition (USP)

What makes your “why?” When you compare a competitor’s product description, partnerships, mission statements, and other things they do, it helps shed light on your brand to create distinction.

Improving the products and services you own

Focusing on customer expectations and needs is key. Analyze your customer reviews and the customer reviews of your competitors to gain insight on market gaps and what the competition is doing.

Create a brand benchmark

One of the best things you can do is have a gauge for measuring the growth of your brand. Reviewing your historical data can provide a deeper understanding of how you and your competitors are viewed in the marketplace. This helps show where you can improve your brand.

Identify gaps

You want to understand who your competitors are hiring. Study the job sites, job review sites, and press releases. Research and development also play a role in determining how your competitors move.

Uncover threats

A SWOT analysis of your brand and your competitors helps see what’s going on in the market. Check social media accounts and any other press going on with you and other brands.

Conducting a competitive analysis

It’s important to conduct a competitive analysis correctly. These steps will point you in the right direction:

1. Determine the competition.

Who are your competitors? There are two competitors: direct and indirect competitors. Direct competitors are those that are in the same business with products, services, and geographically. Indirect competitors provide products that are not the same but can solve the same problems.

2. Look at the products your competitors offer.

You must take inventory of the competition, their product line, and the quality of the products or services they offer. You should take note of their pricing and discounts as well.

3. Do research on the competitor’s sales tactics and results.

You should take note of your competitor’s sales process, their sales channels, whether they have multiple locations, revenues, expansion plans, and more.

4. Look at how the competition prices their offerings and any other incentives they offer to the customers.

The goal is to remain competitive in the marketplace. This may mean pricing your products higher or lower than the competition.

5. Make sure you meet the shipping costs of your competition.

Making sure your customers don’t abandon their carts is key. Free shipping is a great option to offer customers to keep them in your corner.

6. Analyze how the competition is marketing their products.

What tools are your competitors using to get to their audience? Do they use videos? A blog? FAQ section? Case studies?

7. Analyze the content strategy of the competition.

Look at the different content of the competition to determine what they are doing. Look for their spelling and grammar, tone of voice, how they frame their content and whether they use different writers for their content.

8. Analyze the technology the competition uses.

What types of customer service software does the competition use? What types of technology does the marketing team use?

9. Analyze how much engagement your competitors have.

Take a look at the social media engagement of your competitors. What about their comments? Their topics? Which ones get the most response?

10. Analyze how the competition promotes their marketing content.

What types of keywords does the competition use? What type of content do they link to? Is anyone linking back to their content?

11. Analyze how the competition uses their social media, their strategies, and the platforms they use the most.

Do your competitors use social media to engage with their audiences? Look at the platform, the number of followers, the frequency and consistency of when they post, and what goes viral. What kind of content do they post?

12. Conduct a SWOT analysis to learn the strengths, weaknesses, opportunities, and threats of the competition.

Take note of what the competition is really doing. What can they do better? What areas would this competitor as a threat? Are there additional opportunities in the market? Take a good look at their location, their equipment, and their facilities. Do they have trademarks? Copyrights? Patents? What about their profitability?

It’s no secret your competitors are hungry. That makes things more difficult as you’re navigating your brand. A competitive analysis takes planning, research, and a deep look into what you’re doing. You should continuously conduct a competitive analysis because the marketplace is always changing. As a brand, if you don’t have a good assessment of what’s out there, you will set your brand up to fail. Using these steps, you will be able to align yourself with goals and outcomes to rival your competition with a bulletproof marketing strategy.

Working with a partner like Diligant can make a difference in conducting a strong and clear Digital Marketing competitor analysis. For more information on how to correctly frame and successfully implement a competitive analysis that gets results, contact the team at Diligant today.

Structuring Marketing Attribution Analysis for Success

The customer journey is constantly changing, and conversion hotspots are more important than ever. Determining your campaign’s most powerful steppingstones can be tough, however. Between geo-location apps driving local business traffic, social media, QR codes and one-stop-shop e-commerce portals, plenty of digital marketers are left with the same question, time and time again:

Where is the traffic coming from, anyway?

Marketing Attribution Analysis in 2021

When reaching out to new audiences, old consumer segments and current, expanding fan-bases, it’s important to understand your marketing mix’s most effective conversion approaches. Marketing attribution analysis isn’t necessarily new, but today’s tools have completely redefined it. By making the most out of your brand’s outreach channels, you can supercharge the data derived from it. Naturally, this works the other way around, too! Optimizing the customer’s experience, channel to channel, is the full-circle achievement most marketers strive for—and endlessly so.

Your marketing mix attribution is unique to your brand. Because of this, it’s important to hone in on your brand’s unique channel access points, right off the bat. Not only will this give your marketing attribution analysis approach a boost from the beginning—but it’ll help paint a bigger picture of your all-around advertising performance:

With more knowledge comes increasingly effective marketing approaches. As your leads grow in number, and as your ROI begins to expand, those beginning ‘reference points’ will be amazing, broad-scope reference points.

The Nitty Gritty: Top Tips for Optimized Attribution

So, what’re the best ways to achieve impactful insights? We know that data-driven, cross-channel analytics fuels marketing attribution, but how can we leverage a marketing budget with new directions? The attribution process can get a little complicated, and several obstacles face fledgling campaigns. Fortunately, knowing the right approaches to take, ahead of time, can make a big difference.

Check out these top attribution tips, and optimize your analytics approaches for the best results possible.

Tip One: Expand Beyond Last-Click Models

First-click and last-click attribution models are the bread and butter of cross-channel analysis: They show us where the customer’s journey begins—as well as where it ends. We can’t abandon these essential metrics, of course, but it’s wise to target the lesser-approached metrics between the two.

The last-click attribution model, here, is a great place to rethink, redefine and empower our strategy further. This attribution model assigns ‘conversion points’ to the last-known click location our customers visited. This said, it doesn’t always paint a full picture. Here’s where non-direct click attribution analysis comes in.

Last non-direct click attribution assigns conversion credit to the final source which wasn’t direct traffic. If a potential shopper arrives at your website, for example—and if they click your display ad without converting—we should still keep an eye out for a return visit. If they do arrive the following day, making a purchase, we can safely credit our display ad. This may not be a conversion driven by direct traffic, but it’s a vital metric to consider: Conversions driven from direct traffic tend to stem from shoppers who’ve already seen our campaign. As such, measuring this bulk of direct traffic isn’t always the best for identifying the triggers behind them—as new triggers, more often than not, get mixed in with the old.

Tip Two: Give Linear Attribution a Shot

One of the reasons marketing attribution analysis can be overwhelming, regardless of a pre-existing campaign’s size, is the sheer number of channels to analyze. Consumers will follow paths of purchase through multiple avenues—both digital and physical. Keeping track of each one, and assigning different ‘relevancy’ weighs to each, can quickly become expensive.

But what if we weighed each channel equally?

This is where linear attribution comes in: Depending on your campaign design, you may not want to weigh too heavily on your primary channel. A lot of channels contribute to your customer’s eventual destination, whether the touch points they encounter span across targeted ads, SEO-powered Google results, shared LinkedIn content or real-time offers.

The linear attribution model serves to weigh each channel equally, so as to pin down exactly where the customer’s journey begins, ends, changes direction or hops across channels. If a customer finds your website via a Facebook ad, for example, they may not visit it right away. But let’s say, a few days later, organic search results direct them to your blog. From here, they begin exploring your content. Then, eventually, they convert.

In such a case, using the linear attribution method can help you analyze which channels have the biggest impact. While metrics like time and conversion rates are certainly useful, this type of attribution model goes hand-in-hand with PPC campaigns—as display ads, more often than not, contribute to the customer’s journey in some way, shape or form.

Tip Three: Keep Your Ad Spend In Mind

Speaking of PPC campaigns, it’s important to consider your ad spend. It’s one of the best ‘overall’ indicators of your current approach’s effectiveness, but it’s also one which has an incredibly long reach.

To make the most out of this metric, be sure to record your campaign on a day-to-day basis. Attribute your ad spend to different channels, primarily, with each ad’s source. By knowing whether your biggest opportunities exist alongside Facebook’s Ad Library, Google Ads or Instagram, for example, you’ll know where to allocate your funds for better attribution.

You’ll also glean deeper insights into your channels as a whole, assisting any linear attribution and non-direct click analysis methods along the way.

Making the Most of Marking Attribution Analysis

Understandably, effective marketing attribution analysis requires powerful data tools. It also requires a good bit of upkeep, which can be a little cumbersome while managing campaigns as a whole. Fortunately, it’s still possible to set up your own attribution analysis strategy with some professional aid. Digilant can help you create powerful attribution frameworks for growth, scaling and success via today’s leading analytics tools and strategies. A well-established, empowered campaign is right around the corner—and we’re here to help, every step of the way. Contact us here.

Strategies for Aligning eCommerce and Digital Marketing

eCommerce success requires the alignment of your eCommerce and marketing strategies. This can help drive brand awareness through website marketing and other cost-effective channels. To understand how to use effective strategies, the key is in knowing how eCommerce and digital marketing can help your brand. This form of marketing helps generate brand awareness, sales, and loyalty.

Ecommerce sales happen any time of day or night and requires an always-on approach that’s different from a  brick-and-mortar store. You can remarket your products to those who have been to your site and add targeted recommendations, coupons, and specials. An eCommerce and digital marketing strategy enhances the effectiveness of your website with a broader customer base and more ways to reach and engage. If you’re wondering how to align the two, here are a few strategies that can help:

1. Landing pages

These aren’t just landing pages, they are personalized to attract and engage the buyers in your audience. Your demographics should be clear – if they are men, what types of men? What do they like? What makes them click? Each demographic group should have a personalized landing page with specific copy that speaks to them. This helps increase the effectiveness of your eCommerce digital marketing efforts.

2. Email

You may have heard it before, but it’s still a fact. Email reigns supreme in getting close to the people who’ve already engaged or made a purchase. They know your brand and don’t mind getting more information. These are the types of customers you want. Creating a newsletter is a great idea, as well as sending out coupons or “insider” incentives as part of your strategy. Once your email database has grown, you can segment audiences as you did with the landing pages to make sales more targeted.

Another great way to engage customers is to have an email funnel in place to nurture your audience and reach out to those customers who have abandoned their carts. This keeps them engaged and your brand at the top of their minds which may result in them going back to make the purchase.

3. Mobile-friendly sites

Most customers use the internet to make purchases on their mobile devices. Creating a responsive design site gives your customers the flexibility to browse and purchase from anywhere. This also helps with ranking and being able to locate your brand in the search engines. You can’t successfully partner eCommerce and digital marketing without one.

4. Social media

You should be using social media as part of your eCommerce digital marketing strategy for engagement and sales. Most social platforms like Facebook, Instagram, and Twitter offer brands the opportunity to advertise to their customers. Facebook and Instagram also allow customers to purchase directly from the feed when they see items they like. Maintaining an active presence on social media is key, so you can share content, specials, photos, and more. This is an effective eCommerce digital marketing strategy to reach current and potential customers.

5. Share what you know

Ecommerce sites aren’t just about selling something, they can also serve as a great way to showcase your brand’s expertise. Use articles, blogs, videos and other information on the site as part of your digital marketing strategy. Customers love how-to videos showcasing how they can use the product. This also helps garner additional interest in your brand. It’s also helpful to publish articles on other sites that can link back to your eCommerce site. Make your site more than just a product listing. Create a hub that keeps consumers interested and engaged using relevant keywords and information.

6. Use Pinterest

While most people think about Facebook, Instagram, or Twitter, brands who use the power of Pinterest are winning. Ecommerce sites do well when using this platform as part of the digital marketing strategy. Use the right product image and your product can instantaneously drive traffic to your site.

7. Let the site push your sales

Use your site as the go-to for recommendations. If someone is looking at pants, you should have suggestions on the different types of pants and styles you carry. Product suggestions work well, especially when the customer doesn’t really know what they want.

8. Reviews

An eCommerce and digital marketing strategy wouldn’t be complete without a strategy to generate and manage reviews. Reviews help you show up in searches, create trust among current and potential customers, and drive purchasing decisions. Make sure your team pays attention to all reviews and is quick about responding to negative reviews. Quick responses show how important customer opinion is and can turn a disgruntled shopper into a happy one.

9. Test

Your eCommerce digital marketing strategy is more than just driving traffic to your website – it’s about customer experience. Site design is key in ensuring your customers are pleasantly surprised, engaged, and want to see more. This means you must test different elements of your eCommerce site to ensure you’re delivering the best representation of your brand. There are a few tools on the market that can help understand where customers are clicking, which pages get the most traffic and traction, and what makes people abandon their carts.

Next Steps to Align Your eCommerce and Digital Marketing Strategy

Using an eCommerce and digital marketing strategy is a crucial part of your brand’s online success. While this may seem like a lot of work (it is), nothing beats getting close to the customers that want and need your products. Having a great marketing team behind your efforts is the first step in creating an eCommerce digital marketing strategy that gets results. Digilant’s marketing services help brands identify their target audiences, creating tactics that attract, engage and convert time and time again.

Having an eCommerce site is just the beginning. Having a team to successfully implement your strategy is the final piece of the puzzle. For more information on how Digilant can assist you, contact a team member today!

How to Align Digital Marketing and Analytics

The process of analyzing digital data results is an important factor in today’s marketing arena. You have to initiate data-driven responses i.e., perfectly align your digital marketing and real-time analytics in order to keep your potential customers from simply clicking away from your site or choosing another brand. Thanks to digital channels, such as LinkedIn, Instagram, Facebook, or displays like affiliate marketing sites, emails, search ads and more, it is now more important than ever before to properly react to data-driven responses by aligning these two marketing tools. This is a must because anything less than a combination of analytics and digital marketing will likely leave you looking for answers to your marketing problems while your competitors are stealing your customers, who are just a quick click away. Thankfully, by educating yourself on the process of digital analysis, you can improve their alignment within your overall marketing strategy.

Define Your Business Objective For Your Digital Presence

Before syncing analytics, or data, and digital marketing, you should first set a clear direction or objective for your business. In other words, what does digital success look like for your brand? Even the best point of sales tool or customer relationship management systems will only lead to success if these line up with your overall business goal. Setting a clear and concise business goal or growth goal is the first step in leveraging digital analytics as your personal goals for your brand might not be that of any other business.

Create a Metric For Success

The second step of utilizing analytics and digital marketing is creating a measurement strategy, a metric for success, knowing which metrics matter. In years past, many businesses focused only on specific metrics to define a successful digital marketing campaign. Metrics like session duration, bounce rates or page views were given a great deal of value. While these are all performance indicators, they are not the most valuable in terms of turning the digital activity into sales or aligning analytics and digital marketing. For example, the number of leads your website generates has a greater impact on your overall customer retention and profit than merely the number of people who happened to make their way onto your page. Create a way to evaluate marketing success by crafting a measurement strategy.

Use Segmentation to Drive Action

If you really want to get the most out of your digital data, you need to begin segmentation. This means you will compartmentalize customers based on what they have in common. This will help you better understand how your customers behave and what you can do to reach them more effectively. Admittedly, this can be a bit difficult without the right tools and/or expertise, which is why it’s sometimes best to reach out to an expert to help you with this aspect of data analysis.

Optimize your Digital Marketing Strategy

The following acronym is helpful to remember when trying to optimize data into your digital marketing strategy.

  • Define: What is the problem you are wanting to solve? How can you go about fixing it with digital data information?
  • Measure: Look for anomalies, track relevant data, pay attention to the data you are getting.
  • Analyze: Understanding what you are looking at is vital in terms of data is important. Look for patterns, correlations, purchasing habits, etc. Create a target persona.
  • Improvement: Now that you have looked at the data, how can you improve your strategy to put it to use?
  • Control: Monitor your key performance indicators (which were mentioned above) to determine what you need to do to change your current strategy.
  • Optimizing a digital strategy at its root simply means taking the information you gathered through data gathering and putting it into action.

What Are Digital Marketing Analytics?

Now that we have considered how to initiate an alliance between analytics and digital marketing, it’s a good idea to look deeper at the process of digital marketing analytics. In most cases, digital analytics consists of two main factors. They are:

  • Marketing Analytics: This information helps you understand your customers’ journey, even perhaps help you create a target customer persona
  • Marketing Strategy: This factor comes into play when you use the information you obtained from marketing analytics to formulate a marketing strategy to meet that need.

Types of Digital Marketing Analytics

It was once the thought that a customer would have to interact with your brand multiple times before they would purchase your product or service. Now, thanks to modern digital marketing tools and the internet in general, that is no longer the case. That is why digital analytics are so important. You need to learn what your customers want and meet their needs to build brand awareness and initiate action. There are four basic types of digital analytics. Understanding a bit about each will help you better align your current marketing strategy based on analytics.

  1. Performance Analytics: This type of digital analytics looks at how your brand is doing in vital locations like Google Instagram and more. It is also tracking key performance indicators (KPI) like average order value, revenues, sales, and more.
  2. Competitive Landscape Analytics: This helps you track how your competitors retain, convert and attract customers. The adage, “keep your friends close and your enemies closer” applies here. It’s wise to learn what is working for others within your industry, so you know what will and will not build brand awareness and success. Don’t look at it as cheating, it is simply working smarter not harder to get the results you want.
  3. Predictive Analytics: This type of digital analysis actually predicts the customer’s next move. It identifies what they want or need and then meets that need with the right message.
  4. Customer Behavior Analytics: This value data will tell you everything you need to know about your average customer’s online behavior. It will answer the question of what, where, when and how in terms of how your customers behave online.

Why Bother With Digital Analytics?

To answer the question of why it’s important to make digital analytics a vital aspect of your digital marketing strategy, consider the benefits of digital analytics listed below:

  • Increases customers’ lifetime value.
  • Retains customers.
  • Delivers the right message at the right time.
  • Proactive relates to customers.
  • Identifies who your customers are, so you can market to them more effectively.
  • In other words, it helps you optimize the data and put it to good use.

Tools For Digital Analytics

It’s worth noting that even the best digital analytics tools are pretty much worthless if you don’t put the data to use. Don’t be like some 73% of businesses and simply don’t analyze the data you have. After all, what good is knowing what you need to do or what will work if you don’t intend to put it into action? The following are some free tools you can use to obtain important digital data.

  • Basic social media analytics, like those offered by Facebook, will give you somewhat of an idea of who is considering your brand.
  • Google Analytics, which will gain data that can be valuable if applied properly to your marketing strategy.

Bottom Line: It’s Vital to Create an Alliance Between Digital Marketing and Analytics

Creating an alliance between analytics and digital marketing is vitally important to having success in today’s ultra-competitive digital market. Too often digital analytics is simply set aside by marketing teams and not utilized properly. Thankfully, you can begin to align your data and your digital marketing strategies today. While you can put some information listed above into use on your own, your brand will have more success overall if you partner with a company that knows this business inside and out.

Digilan helps by aligning your digital marketing and your analytics to get the most out of each aspect. Contact us today to learn more and to begin creating a strategy to form a strong alliance between digital marketing and analytics.

March Madness is Back – Don’t Miss Your Shot to Reach Fans

The odds of filling out a perfect NCAA Tournament bracket are 1 in 9,223,372,036,854,777,808 or one in 9.2 quintillion. So, it’s a long shot — a really loooong shot — that anyone will pick the right teams, even with the best prediction model. And even with these odds, die-hard and casual fans alike can’t be scared away from investing their time and money in the tournament.

Whether your bracket busts or not, we hope we can bring some success this March Madness. To stack the advertising odds in your favor, here’s a handy roundup of tactics and recommendations to reach and engage March Madness fans this season.

Take a Multi-Screen and Multi-Channel Approach

Roughly 70% of viewers are on a second screen while watching TV. They are researching stats and teams, records broken, their favorite players, or expressing their opinion about a play on social media. Solutions include:

  • Cross-Device Display, Cross-Device Video, High-Impact, In-App (ex. ESPN app), In-Game
  • CTV/OTT: Leverage CTV and automated content recognition (ACR) data in your banner and video ad buy to reach fans who are watching March Madness coverage. Including Amazon Firestick and FuboTV – data perk!
  • DOOH
  • Programmatic Audio/Podcasting
  • Paid Search
  • Paid Social across Facebook, Instagram, Tiktok, Snapchat, Twitter, YouTube

Leverage “March Madness” PMP Inventory and Target Audience Segments

Zero in on March Madness and sports fans using PMP inventory and targeted audience segments powered by Digilant data partners. PMP Inventory and audience segments include:

PMP Inventory Packages

  • Yahoo Sports Pick Em Display Inventory: Yahoo/Verizon
  • ESPN, CBS Sports, Fox Sports, NBC Sports, Barstool Sports, Bleacher Report: Verizon Premium Partnerships

Targeted Audience Packages

With access to data partners such as Pushspring, Dstillery, Killi, Affinity Answer, and more, reach millions of fans with audience segments such as:

  • March Madness Enthusiasts: Device Count: ~11MM
  • NCAA March Madness TV Viewers: Device Count: ~44MM
  • March Madness Fans: Device Count: ~8MM
  • March Madness Interest: Device Count: ~36MM
  • Sports Fans: Device Count: ~24MM
  • Fantasy Sports Players: Device Count: ~15MM
  • March Madness Bracket Challenge Audience: This segment includes people who have apps like ESPN Tournament Challenge, NCAA March Madness, and CBS Sports app. Device Count: ~1MM

Utilize Contextual Data and Keywords In Your Targeting

Use keywords such as “March Madness,” “NCAA Basketball Tournament,” or “college basketball” to inform campaign targeting that will place your ads directly in front of these invested sports fans.  Solutions include:

  • Search Engine+: Digilant’s exclusive technology that places ads alongside keyword-relevant content.
  • Page Index:  Digilant’s exclusive web crawling technology used to build relevant inclusion/exclusion lists.
  • Social Predict Segments: Peer39 – Identify the top trending keywords across social media, blogs, and other publications related to March Madness and serve placements across the web where content contains these trending keywords.

Interested in jumping on March Madness PMP inventory and Audience Segments or optimizing your channel and tactic mix? Let’s talk.

Using Managed Digital Agency Advertising Services: Pros and Cons

Over the last five years, we’ve been hearing and reading a lot about the in-housing of media services at brands and advertising agencies. In-housing media services can look a bit different at brands than they do agencies, but ultimately the goals are the same for both parties. The goals are to cut costs and gain greater control of media budgets and buys. For organizations with the right team and technology providers in place, in-housing can and often achieve both of these goals. However, we’ve found that the vast majority of brands and agencies struggle to staff a team of biddable media experts, requiring both institutional knowledge and hands-on-keyboard expertise. For organizations lacking the resources to build a robust in-house practice, outsourcing your managed digital agency advertising services can be the best answer. And for companies offering outsourcing services or “managed-services” for advertisers, the expectations have never been higher. 

We’ve arrived at a crossroads of traditional digital media channels like display and video and emerging media channels like programmatic audio and CTV. Advertisers working with managed service providers, like Digilant, expect to be staffed with a team that is not only well-versed in the newest advertising platforms and formats but a team that uses performance data to point to success drivers and inhibitors. Advertisers can then pass knowledge and insights on to their teams, management, and for agencies – their clients. 

As the media landscape becomes more complex – more ad formats, content platforms, data providers, DSP technologies, etc., it’s become more difficult than ever for advertisers to successfully in-house media services. You could call it the “media-buying paradox” – as omnichannel advertising rises in importance, advertisers are struggling to keep up with the technologies that make omnichannel possible. Until this paradox is solved, the demand for managed-service providers will remain, and in many instances, grow to support the needs of both brands and agencies. If you are considering using managed digital agency advertising services, here’s a list of pros and cons to make your decision-making process a bit easier. 

Pros

Hand-off Vendor Vetting

Advanced media-buying technology has provided performance and reporting improvements for advertisers, but it has not simplified the vendor landscape. The vendor landscape continues to grow, especially as we see new players in identity resolution, contextual data, CTV, and audio. The vetting process is time-intensive, and technology stack development can be costly. Working with a managed-service provider, you gain an extension to your current team. An ideal managed-service provider will be platform-agnostic and will vet technology, data, and inventory providers on behalf of its clients and through the lens of an advertiser’s specific goal(s). 

They consider client wins their own wins. 

Greater Operational Efficiency

Manage-service providers own the heavy lifting required to get a campaign in-market. Those steps—from channel mix to determining deals, providers, and tactics to building and executing campaigns have become increasingly less burdensome as programmatic technology has continued to automate advertising. Several critical activities and challenges still exist, including buying power, subject matter expertise, and platform know-how.

Access to Expert Teams

When you work with a managed service provider, you get access to a fully staffed team. Media-buying can be risky without the right people and processes to operate technology platforms and optimize performance. You also get the benefit of a team that is well versed in looking at the media mix holistically if you are only taking a sliver of your overall media buying in-house.

Cons

Loss of (Some) Control

When you work with a managed digital agency advertising partner, you give up a portion of your control in exchange for delegating day-to-day management of your media executions. Your team will not be “hands-on-keyboard,” and targeting and optimizations will be made by a team that sits outside the walls of your organization. Adjustments to campaign targeting and media strategy can’t be made on a whim and will need to be discussed with your provider and queued up to go live based on a pre-approved turnaround time. 

Less Transparency

When you work with a managed service provider, you lose the transparency of self-service solutions. The level of transparency on media cost and performance may vary by provider, but ultimately the team managing your media buys will be responsible for invoicing and delivering campaign performance reporting. If you have concerns about your provider measuring their own performance, then a self-service solution may be a better fit.

Higher Media Costs

Managed-service providers often come with higher rates for media inventory and data. Higher rates can chip away at an advertising budget and inhibit you from hitting goals like ROI and ROAS. The larger your advertising budget, the better you are positioned to negotiate fees with managed-service providers and the vendors they work with. Advertisers with smaller budgets may be forced to accept fees and readjust performance expectations as needed. Another factor that may result in greater costs for advertisers is minimum spend, so it’s important to ensure minimums are within your reach before signing on the dotted line. 

Getting Started With A Managed Digital Agency Advertising Partner

While having more control and transparency of your media buys may sound tempting, it’s important to remember that there are also significant costs to building out your own in-house operation. From staffing to technology stack development, in-housing is better looked at as a longer-term goal versus something that can be achieved overnight.

If, for now you are looking to extend your team’s capabilities and bring on a managed digital agency advertising services provider Digilant has you covered. Additionally, if you have interest in exploring next steps in bringing your media buying in-house, we have solutions for that too. Contact us to learn more about how Digilant set your team, however small or big, up for success! 

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