The Internet of Things or IoT is made up of a massive collection of everyday devices that are equipped with the ability to collect data and connect to the internet. Once connected, IoT devices can capture and share data in real time, producing insights that not only benefit businesses but the consumers they serve. IoT technology may seem a bit intrusive, however, the impact it will have on the user experience will only benefit the consumer. IoT data will allow businesses to sharpen their consumer service response time, incorporate consumer feedback to enhance their products, create innovative tools, leverage automation services and much more. But, are there enough connected devices to produce meaningful insights?
This past week, Facebook announced it will provide aid organizations with anonymized location data for users in disaster areas. Powered by their own location data, Facebook will create “Disaster Maps” for organizations like UNICEF so they can understand the geo-behavior of users in affected areas before and after a disaster strikes. This is very powerful, because now organizations can for the first time visualize where people go once they flee a disaster area, helping them streamline their aid efforts and target those areas for relief.
Marketers today have seemingly unlimited options when it comes to building, targeting and delivering campaigns, but they also need to answer the same age-old question: is my advertising actually working? Marketers are looking for answers about attribution now more than ever -- in 2017, 57.1% of marketers will spend time examining cross-channel measurement and attribution, according to the IAB’s “Outlook for Data” study.
Data has revolutionized our industry, giving marketers new and innovative tools to achieve their goals. We invited Marc Ryan, Chief Product & Innovation Officer at Kantar Millward Brown to discuss the industry's biggest challenges for marketers measuring their advertising efforts, recent technological advancements, new opportunities and how they're working with location data to provide brands and marketers with critical intelligence to measure offline ROI. And of course...his favorite Italian food dishes!
Post campaign Attribution reports are crucial when understanding the true impact of a campaign. They provide offline ROI measurement as well as produce meaningful insights for future strategic planning. However, wouldn’t it be great to get daily insights on how your campaign is driving in-store visits? Well, these kinds of tools do exist and are extremely useful for savvy marketers.
Is post campaign intelligence helpful? The short answer is, YES! Once a campaign is completed, Attribution products can tell marketers how the campaign impacted in-store visits as well as user traffic patterns, audience insights and much more! Now remember, not all Attribution products are created equal (that's a story for another time), let’s take a look at 3 key insights marketers can leverage for their next campaign.
What’s new in Cuebiq’s Attribution Dashboard and how it will help marketers address their most pressing questions.
Is my advertising actually driving consumers to store? Is there any difference in how distinctive consumer segments are responding to my ads? How well are my campaigns performing compared to others in my industry?
Until location data came about, marketers relied on digital metrics like Viewability, CTR, Engagement, CVR (Conversion Rate), etc. to understand campaign performance in real time - however, these type of metrics only judge the online effectiveness of digital media campaign. While an Ad might have overperformed industry benchmarks with a high CTR, high engagement rate and had a 100% Viewability, did it actually drive consumers to store? An Ad may have converted a large number consumers because it drove traffic to site or a promotion but did these consumers eventually make it to the offline destination? These digital metrics help marketers gauge how a campaign is performing online, but they never truly measure the offline impact.
Data has revolutionized our industry, giving marketers new and innovative tools to achieve their goals. We invited Tim Sleath, VP of Product Management at Exponential, to discuss the industry's biggest challenges and opportunities, how they're working with location data to inform & guide their strategic planning decisions, and of course...Italian food dishes!
In the last twelve months I’ve had the pleasure of meeting with hundreds of app developers, which has given me the unique opportunity to learn about their biggest challenges both in terms of monetization and user growth. Spoiler alert: a lot has changed in the way publishers think about data.
While monetization is the most obvious consideration, location data is increasingly embraced across organizations thanks to its ability to unlock actionable insights, making it a strategic consideration to drive unlimited growth.