Service is something Google leads within its Analytics360 marketing: first below the fold on the introductory website, with a clear message that account management and training are rolled into every contract. While this isn’t a differentiator, Google is wise to recognize that technology takes a back seat to usability, applicability and support in the eyes of business decision makers who would want to leverage Analytics360 quickly.
1. Play nice with the other kids in the sandbox
The patchwork marketing technology suite of many brands is a reflection not on their own organization, but rather the organic and highly innovative digital marketing ecosystem. As of 2016, there are over 3,800 vendors operating in the martech space (about 3,500 unique vendors, which represents an 80% YoY growth, according to the graphic’s owner, Scott Brinker).
Interoperability, both with other vendors and homegrown CRM or CMS solutions, is nonnegotiable for many customers. Over time, Google’s stack may become an appealing, more coordinated alternative to the dense forest of point solutions now available, but Google’s DMP must hold the data from these other solutions together. This goes for data collection, like data onboarding, through audience definition and attribution, to campaign execution.
So, before you try to kick everyone else out of the stack, be sure you play nice.
2. Pay close attention to viewability and brand reputation protection services
Poor viewability is like painting a beautiful billboard for people to see on the freeway and turning it so it faces a neighboring warehouse instead of oncoming traffic. When marketers talk about wasting digital ad spend, they could be talking about targeting the wrong segments, or about retargeting someone who has already made a purchase. Those mistakes are dwarfed by paying for ads that consumers never see at all because the ads aren’t visible.
In fact, in Q3 2015, only 55% of ads were described as viewable (viewable on a page for one second or longer) according to Admetrics, who looked at a sample of 10 billion impressions in the US and Europe. The Interactive Advertising Bureau targeted a viewability benchmark of 70% for 2015, which might seem paltry but would have been a fantasy just three years ago, before advancements in viewability scoring and protection made a moonshot seem more like one small step.
While Google’s DoubleClick covers brand protection and fraud prevention, viewability and true optimization aren’t discussed with Analytics360. Without casting aspersions directly on Google, remember it both bids on inventory and, through its extensive properties, supplies it. Generally, the CPM (cost per thousand) method of purchasing programmatic inventory means viewability is a pain for publishers, who aren’t accountable for the impact of ads shown on their site, only for documenting the raw reach of their properties. In other words, billboards might get plastered on the inside of a dumpster, rather than the outside of a shop window, as long as a thousand are plastered somewhere.
That said, if Google plays nice with the other kids in the sandbox, there are a number of robust viewability solutions, many of which are integrated with DSPs, that can drastically increase the overall viewability and, therefore, the cost effectiveness of digital ads.
3. Integrate offline data (e.g., in-store purchases) seamlessly
The mobile commerce stat from earlier ($75 billion) comes with a caveat: that revenue accounts for just 1.6% of all retail sales in the US. So, while mobile is still important as a mechanism to research products and retailers need to understand the mobile customer journey, it’s a rounding error compared to the traditional in-store experience.
DMPs provide great value to retailers when they reflect the total customer journey. While many DMP providers have some offline DNA like Neustar, Google screams digital. Since many DMPs use data onboarding services to bring that offline data into their systems, any DMP looking to differentiate itself and create market share in a B2C omnichannel vertical must prove it can efficiently and elegantly marry the two worlds.
Sourced from: www.dentaleconomics.com
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