Data Modeling 201

8 Key Concepts To Understand Data Modeling

So the quants from Ad Genius have marched into your business and promised to boost your sales with something called data modeling.

You ask for details and the responses spin your head like Linda Blair in The Exorcist. They talk about attribution and predictive models, decision trees and logistic regression.

You feel your brain regressing.

While Fortune 500 companies employ teams of eggheads to accrue, manipulate and analyze Big Data to increase marketing efficiencies, you don’t have to.

I mean, you do have to. You have to use data to reach the right customers.

You just don’t need to know exactly how it all works. You just need to partner with people who do.

Here are the 8 things you do need to know about data modeling:

1. Data is Critical to Marketing

If your company is marketing to target segments you don’t know anything about, it is wasting a lot of money and missing a host of opportunities. Worse, it is paving the way for a competitor to clean your clock. You have to collect information about market segments and act on it or you’re toast in the 21st century business environment.

2. Without Data Modeling, Data is Junk

Data modeling serves the same purpose as the blueprint for construction of a house. It lays out how all the data will be integrated to provide useful information to your marketing operation. Without data modeling, your pile of data is like an encyclopedia that’s not in alphabetical order.

3. Data Modeling is the Organization of Databases

Data modeling is simply the process of organizing disparate pieces of information into one system and then slicing the information in different ways that reveal things about them.

4. Gathering and Analyzing Data is a Top Big Business Priority

A survey found Big Data is the third highest priority for US digital marketers – and that was back in 2015. The scattershot outbound marketing of the 20th century is anachronistic nearly two full decades into the 21st century.

5. It’s Not Just Data. It’s the Right Data

Data is just piles of information. Big piles of bad information are like beautiful shoes that don’t fit: they are of no use. The opportunity to expand insights from gathering voluminous data is there if your marketing team has the right information.

6. Data Can Offer a Panoramic View and a Granular View

Good data well analyzed tells your business about the universe of target audiences and each individual target simultaneously. That puts incredible power in your hands.

7. Simple and Understandable Results

Your data modeling must produce results that your marketing team can understand. The conundrum in data modeling is that the more complex and insightful the modeling, the less comprehensible. Easy to understand modeling tends to supply relatively little audience insight. Make sure your data people can translate.

8. Reap the Benefits

Study after study is demonstrating the value of data modeling. One study found nearly 40% of marketing executives are generating significant business revenues by acting on their data, and another 37% are taking major steps to gather and analyze the information they have.
That leaves about a quarter of businesses at a competitive disadvantage. Don’t be the bottom quartile.

Find out more about how data modeling can help your business by calling Ad Genius at 843-647-6866 or contact us here!


Why Cookies Are Crumbling As Market Data Sources

“What do you want, a cookie?”

Chris Rock makes us laugh. Sometimes cookies make us laugh too.
Like the kind of cookies Chris Rock sold while hosting the Oscars – Girl Scout cookies.

Internet search cookies are a different story. They have their uses, for sure, but with one click of a ‘private mode’ button, all of their power can be taken away.

Besides that, cookies are browser specific. A cookie created in Chrome doesn’t work in Firefox. Put another way, the cookie created on your laptop doesn’t work on your phone.
In fact, there are no cookies in mobile apps, where mobile users spend 86% of their time.
Even cookies that are not blocked, disabled or on another browser have limitations. They can only hold so much information. Most cookies are limited to 4kb of data. The Word document on which this post was written took up four times that much space.

Let’s be clear here: cookies do provide some valuable information; it’s just limited. If your marketing efforts depend entirely on cookies they’re not going to be very effective. But as part of a broader effort, cookies have some value.

In that sense, cookies are like cookies – the Girl Scout kind. They’re delicious, but they’re dessert. If you eat them as a meal you will not receive the nutrition you need.

In fact, there are no cookies in mobile apps, where mobile users spend 86% of their time.

You know what cookies don’t tell you? They don’t tell you what they don’t know.

So you engage exclusively in cookie‐based marketing and you get great results. Sure, compared to a TV ad. The Model T went really fast compared to a horse and buggy.
But this is 2018. Cookies are Model Ts. Cookie pools provide a 35% match to the customers you want. That’s so much better than the outbound marketing you do, the shotgun approach that hopes to deliver a 2% return. But it’s no match for people‐based marketing.

Marketing focused on people rather than cookies delivers an 85% match to your customer profile.

The power of cookies is that they are behavioristic on a micro level. They tell us what a potential customer did yesterday. They went on a scuba diving vendor’s site and bought scuba gear. That’s valuable information.

But it doesn’t tell you that the purchase was a gift for someone else, or that a smart speaker and a laptop that didn’t make the purchase are owned by the same person.

And that’s today (Or yesterday, if you’re reading this tomorrow). How about in the future? When more users abandon their computers for mobile net surfing? When smartwatches and refrigerators sidestep cookies altogether? Cisco estimates there will be 50 million such devices in four years.

If you want to reach your customers, you need forward‐looking marketing platforms like people‐based marketing. This follows people, not devices, to create marketing profiles.

That’s when we’ll leave the cookies to the Girl Scouts.

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


Omnichannel Marketing

Simply stated, omnichannel marketing is multichannel marketing done right. In the world of marketing, things are shifting and evolving constantly. Believe it or not, consumers usually tend to be one step ahead of marketers when it comes to marketing through multiple channels.

Successful marketing was once done through mass, “push”-based techniques to reach whoever, wherever. As long the message got in front of a large group of people, the marketer was happy. On the consumer side – options used to be much more limited than they are today. In the past, if an individual needed a TV, they would have to go into the store and purchase the TV. There was only one way to satisfy their needs when it came to being a consumer.

Today, marketing has taken on a completely new form. The introduction of iPhones, smartphones in general, laptops, and tablets has given consumers multiple options and channels in which they can satisfy their shopping needs. These products have also given consumers new ways of receiving and learning information; Marketers were given new ways to connect, reach, and engage with their markets. Because of this, among other things, marketing has become more customized to target one to one – the communication has become much more direct and personalized.

In order to adhere to the rising demands of technology and, in turn, constant accessibility for consumers and marketers alike, omnichannel marketing arose. Omnichannel marketing aims to keep interactions between the consumer and the marketer consistent across multiple means of communication. Its other purpose is to ensure a seamless experience for consumers.

At the center of an omnichannel marketing strategy is the sole customer. Omnichannel marketing realizes that the various platforms consumers interact on and engage with calls for a consistent strategy throughout. Omnichannel marketing is a very strategic approach to the modern day world of marketing and takes an outside-in approach because it considers the customer’s experience and perspective first.

Want to learn more about taking your company to the next level with omnichannel marketing? See what we can do.


5 Simple SEO Tips

5 Simple SEO Tips:

Regardless of how advanced your website is, the manipulative technique of using Search Engine Optimization can make or break how your website is ranked by search engines. Here are some tips on how to make the most out of SEO to drive traffic and create relevance to your website.

  1. Make sure your website is structured in a clear, intuitive, and up-to-date manner

Before anything else, it is vital to learn the basics of running a healthy website. Running a healthy website all begins with clear content and an intuitive structure. The ways in which your website is arranged affects how – and how long – users will navigate it. The indexing method used by search engines seeks out websites that are structured well and rank them higher. Creating a clean and intuitive navigation will help to boost your rank and, in turn, will attract visitors. Furthermore, these visitors will have a ‘higher duration of sessions’ meaning they are spending more time on your website because they are not becoming frustrated by misleading links or menu items.

There is a general “three click rule” which says any information on websites should appear before a user within three clicks. Keep this in mind when you are designing your website’s composition.

  1. Come up with keyword phrases unique to your business

One of the most fundamental steps in implementing successful SEO into your website is incorporating relevant keywords and phrases. You need to put yourself into the shoes of the consumer – what would you type into a search engine when looking for a product such as yours? The keywords and phrases that come to mind here should be the exact ones found throughout your website.

It is important to avoid being too vague or general in the phrases you use to describe your product or service. These types of phrases will generate thousands, maybe even millions, of hits. Ultimately, this makes it more difficult for your website to rank higher in the search results.

Be specific and, more importantly, be persistent and maintain these keyword phrases throughout. Work these keyword phrases into specific parts of your HTML code as well as into the page content in order to establish value and relevance.

  1. Link, link, link: Social media and external linking

By connecting your social accounts and including external links to your website, your website will undoubtedly rate higher. This is because search engines, such as Google, use crawling and indexing methods. When these search engines rank and index your website, they will examine the quality and quantity of sites that link back to your site.

Network your business and link up with other websites that are willing to mention you. This will propel you steps ahead of the competition when it comes to generating website traffic. Although this tip may require you and your business to invest in links or purchase sponsored content, the results can be far-reaching. The best way to build a strategy here is to talk to a professional web consultant and figure out an approach that is best for you and your budget.

  1. Create simple and proper URLs

If you use underscores (_) in the middle of two words to separate them in a URL name, Google will always read it as a single word. In order to avoid this, use hyphens (-) to separate words if needed.

Also, be sure to keep your URLs static as opposed to dynamic. Although search engines can easily understand both, a static URL will make it easier for the viewer to read and comprehend. Lastly, your website URLs should be brief, relevant, and descriptive so the user can clearly tell what you’re all about; making the searcher’s life easier.

A static URL looks like this:

your-business-name.com/category/cloud-protection

A dynamic URL looks like this:

your-business-name.com/897?p=049873

  1. Improve your website’s engagement

It is your job to make your website engaging enough to hold the visitor’s attention. With SEO, your goal is to have a high ‘duration of sessions’, meaning that visitors typically stay on your website for a decent amount of time. Your website’s ranking in the search engine results pages will improve and increase as users spend more time interacting with it.

Want to learn more about how to boost your website’s SEO? Contact Armada Cloud today!