Data Modeling 101

If you’re a marketer, then you’re in the business of finding potential customers and delivering solutions to them at the moment they need them.

You know the challenge: how do you find real prospects without wasting your resources chasing non-prospects?

If you were to do this on a one-to-one basis, you would learn all about a person in order to determine whether they will have an inclination to buy your product or service. In other words, you would gather data and analyze it.

Let’s make this personal- imagine, you’re at a bar seeking a potential mate. You size up the crowd and eliminate those who fail a basic test like age. Maybe you like neck tattoos.

You strike up a conversation with someone who seems to be a good fit for you. You discover they are smart and funny. You learn a little about them- where they live, where they are from, what they do for a living, etc.. You get a sense of their personality.

You examine the variables and determine your chances. At this point it’s a preliminary determination. You need more data. You go out a few times. You share some interests and you also notice some potential issues. You check their Facebook page and Twitter account. You ask your friends to find out what they can. Data collection works best cross-platform.

After a few dates you have enough data to begin analysis, at least preliminarily. Do these differences reduce the odds of success or are they just noise? You decide you can get past the musical differences. Then you start to discover new data. Say, they drink too much. You do a bit of regression analysis. That often correlates with financial issues; violence; issues with the law, like DUI; and irresponsibility. That changes the calculus.

Congratulations, you just did data modeling.

In the marketing sphere, data modeling occurs without the date, and thousands of people at a time. As in real life, the more data the better. Ad Genius employs 750 big data variables. Together, they provide a finely-drawn buying persona of each individual prospect.

It’s also more scientific. Math and engineering replace gut feeling. That may explain why data modeling has a better track record than dating.

The science of data modeling creates a prototype that represents the existing customer, and finds the next customer or influencers with high probability. Analyzing the data is key. An integrated marketing-analytics approach provides the most well-rounded results to drive growth.

Says the consulting behemoth McKinsey & Co., “Our review of more than 400 diverse client engagements from the past eight years, across industries and regions, found that an integrated analytics approach can free up some 15 to 20 percent of marketing spending. Worldwide, that equates to as much as $200 billion that can be reinvested by companies or drop straight to the bottom line.”

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The Difference Between Omnichannel and People-Based Marketing

Omnichannel marketing is the next big thing . . . they said five years ago.

In fact, omnichannel isn’t really a “thing” at all. It’s just an acknowledgment of how the marketing landscape has changed.

Omnichannel marketing simply means that marketers use every medium at their disposal to establish personalized, one‐on‐one interactions with consumers. Marketers must present a seamless customer experience across all these media so that the message on Facebook meshes with the message in a targeted email to the same person.

This is a sea change from just a decade ago when “push” marketing was still the norm. Marketers used proxy information, like demographics, to target large groups with weak correlations (E.g., men like trucks more than women do, so Ford advertises to men on a TV broadcast of a sporting event whose audience is mostly men. Many of the broadcast’s viewers are not potential truck buyers, whether they are men or not).

The return on ad dollars spent tended to be low because the audience wasn’t all that target‐ rich.

The internet, and particularly social media, changed all that. Marketers know so much more about the preferences of each individual consumer.

Today, marketers must reach consumers where they are with personalized information. Companies that advertise on one or two media platforms will not find their customers, who are hopping from websites, apps, social media, television and so on.

A study by eMarketer in 2018 found that nearly half of US marketers planned to increase their investment in omnichannel capabilities.

Tomorrow, marketers must acknowledge another new reality: Consumers are no longer static.They not only visit various media over the course of a day, they also visit them on various devices.

A single consumer may visit your website via their laptop, tablet, phone, and/or smartwatch. Coming soon, their car or refrigerator or other appliance, will remind them that they need to purchase a product like yours, whether it’s motor oil or peanut butter or a vacuum cleaner.
In other words, we need to take that integrated approach to channels and apply it to devices too.

Enter people‐based marketing.

People‐based marketing correlates information from these various devices to create single identities for all of them. It connects brands with people on a one‐to‐one level ‐ from digital to direct mail.

Here’s the good news about the future. It’s here today.

People‐based marketing that targets people rather than devices already exists. Sophisticated data companies can wield identity resolution to meld a bevy of devices into a single, accurate “hello there my friend.” It is possible to accomplish this in a way that is privacy‐compliant.

People‐based marketing, which integrates multitudes of devices and channels with individual consumers, is the future of marketing. For those marketers who want an edge on the competition, it’s available in the present.

Want to talk more about people based marketing? See what we can do.

What are Cookies?

Cookies provide the capabilities that make the worldwide web more simple to navigate. More specifically, Internet Cookies allow a site to store state information on your machine and from there, this information enables a website to remember what state your browser is in.

Cookies enable a website to store information on a user’s machine. Examples of this that may resonate with you include hassle-free logins as well as authentications, personalized preference settings, shopping cart functionalities, and several others. At the end of the day, Cookies are harmless… but that raises the question as to why Cookies are generating privacy concerns within the consumer?

Although Internet Cookies do not have the capability to actually dig and research your personal information or search your computer, they do store personal information in a few ways. One way is called form information and the other is called ad tracking. When a user inputs their personal information into order forms, payment pages, registration pages, etc., they are generating the information that Internet Cookies store and remember.

Privacy Issues

Internet Cookies and their involvement in ad tracking were once structured from simple operations such as limiting the number of pop-ups that would appear on the user’s computer. It was also used to plainly count ad impressions and maintain ad sequence. Now, through the evolvement of technology and the internet of things, third party ad serving conducts unique, in-depth, user profiling and website preference tracking. These are the understandable reasons for the spike in controversy when it comes to the usage of Internet Cookies.

One of the most common examples of Internet Cookies comes from the tools Adsense or Adwords. These tools use these large-scale third-party ad serving networks to show ads throughout a user’s browsing experience which relate to their search history patterns and preferences across all platforms. They do this by utilizing user preference modeling/tracking. For example, if a user is to search for a specific article of clothing and then move on to another search which is unrelated to clothing, Adwords will generate ads for similar clothing pieces and display them on the individual’s future searches. This gives some people a sense of discomfort, while others enjoy the personalization of their advertisements.

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Benefits of Real-Time Website Monitoring

Benefits of Real-Time Website Monitoring

A website is perhaps one of the most significant aspects of a company’s brand and image. A company should have an effective website that generates engagement and provides relevant content to its users. In order to know how effective your website is, you must be able to measure and monitor the website’s performance.

This is where real-time website monitoring comes into play. Real-time website monitoring can offer benefits that will advance your company’s website to the next level. Although there is a wide variety of tools available for website monitoring, it is important to choose a tool that aligns with your companies needs.

Overall, website monitoring is critical in maintaining a well-functioning site. See below for the top 10 benefits that real-time website monitoring can provide for you.

  1. Detailed reports- Real-time website monitoring is constantly measuring and keeping records of the various metrics that surround your website. These metrics include historical uptimes, response time, browser and geography metrics, and many more. These detailed reports aid in making the following items possible.
  2. Optimizing your website’s performance
  3. Knowing your audience
  4. Improving your market campaign- Real-time website monitoring is able to constantly monitor the success of any online advertising campaign, allowing you to make improvements and adjustments accordingly.
  5. The ability to develop the right strategy for customer engagement
  6. Verification of your online campaigns 
  7. 24/7 Monitoring- There are always going to be times when you simply do not have the time to monitor your site on your own. Thanks to real-time website monitoring, your site is watched and protected 24/7 and you are notified immediately if something goes wrong.
  8. Immediate alert to customers if your website experiences downtime– Unfortunately, this will, more likely than not, inevitably happen to your website at some point. With real-time website monitoring, you will immediately be notified which will allows you to mitigate the damages ASAP.

Tired of falling behind on website monitoring? Contact our experts today and see how we can help!