Long Live Marketing Data Scientists
Lines are blurring. Once the skill sets of media buyers and analysts were entirely separate, with each team working independently of each other. Sometimes information would be shared across the divide but that was as far as the collaboration went. Media buyers leveraged relationships and industry know-how to develop campaigns and choose the best placement for those campaigns. Down the line, analysts took in data, crunched numbers and eventually returned insights on how those campaigns had performed.
Google Analytics 360 & Salesforce: Improved Attribution Modeling for Marketing ROI Analysis
The buyer’s journey in today’s day and age consists of many customer touchpoints leading up to a purchase. In some industries, this journey is especially long and complex. For example, in B2B products and services, it’s not uncommon for the average sales cycle to take well over a year and consist of offline, online, and cross-device interactions.
BookIt Moves New Users Down the Funnel with Dynamic, Data-Driven Creative
At DELVE, we’re passionate about helping brands win big through the smart use of data. When the team at BookIt, the largest privately owned travel company in the United States, came to us with a need to grow their brand through data-driven strategy, our team couldn't wait to take on the challenge.
Staying in the Micro-Moment with Data Responsive Creative
Touching millions of people with a single ad is not only possible, it's status quo. But as advertising reach grows broader, we as marketers must stay focused: with billions of touchpoints at our disposal, we have even more of a responsibility to execute a meaningful conversation with our customers at all times.
Salesforce + Google = Increased Efficiency and Higher ROI
Before Salesforce and Google partnered to bring a native integration with Google Analytics 360 to the market, your marketing team was likely exporting data from both platforms into some external database and attempting to stitch together digital channel influence on Salesforce conversion.
30 Days Until GDPR – Are You Prepared?
It is 30 business days until GDPR goes into effect on May 25. As we have pointed out before, it is dangerous to assume that your business will not be affected, and so we urged you to take steps to comply. Today, we want to update you on steps that Google has been taking in preparation. As before, you can use their actions to benchmark your own.
What’s a ‘Good’ CPM in Programmatic Display?
What is a fair price for a cup of coffee? How much do I need to pay for a house? What is an average price for a dinner? These and many other similar (broad) questions have one, very annoying, answer - it depends. The same philosophy applies to CPM pricing in Programmatic Display.
The State of Mobile and Digital Advertising in 2018
As marketers, we like to dub things “the year of X”, to indicate that this is the year that some technology, philosophy, or marketing tactic comes into its own. During those years, it is no longer about leading the curve, but not being left behind. Judging by headlines from the time, the year of mobile was 2008. Or maybe 2012. Or perhaps 2015.
Case Study: Conversion Improvement Via Audience Identification
Increasing conversions and reducing spend is the goal of every marketing team. Recently, we proposed that you could improve website conversions in just 3 hours. In that post, we referenced a client for whom we performed exactly that analysis. Today, we’ll show you how we improved conversions for our client by identifying and targeting highly engaged audiences.
Google Has a New Ad Blocker? Not So Much
Since Google announced its upcoming tool integrated in Chrome, the internet has been abuzz over “Chrome’s ad blocker”! Google was coming for your ads and the sky was going to fall! Then on February 15, 2018, Chrome updated and...the web looked much the same. So what happened? Did Google forget to turn on their ad blocker?