Exactag Blog

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14.05.2019 Interview: What are the trending topics around Marketing Attribution?

Jörn Grunert is a MarTech enthusiast and expert in data-driven marketing attribution. For 6 years, he has been Managing Director at Exactag and is responsible for the strategic orientation of the company. With over 20 years of experience as a leader in digital AdTech and MarTech start-ups, he sets the course for innovative technologies.
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07.05.2019 4 tips how marketers can keep pace with growing technological innovations

The level of innovation in the technology sector is constantly rising and presents a lot of new challenges to many companies. It is becoming increasingly difficult for marketing managers to keep up with the latest trends and developments in technology. The growing number of AdTech and MarTech solutions poses growing challenges to marketers in terms of budget, staff, training and time.
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4 tips how marketers can keep pace with growing technological innovations

Technology_innovation
07. 05. 2019

The level of innovation in the technology sector is constantly rising and presents a lot of new challenges to many companies. It is becoming increasingly difficult for marketing managers to keep up with the latest trends and developments in technology. The growing number of AdTech and MarTech solutions poses growing challenges to marketers in terms of budget, staff, training and time.

Marketers therefore need to identify which solutions will deliver the best results for their company and consider which new tools should be added to their existing marketing technology stack. Our blog post reveals 4 measures that marketers can take to get the most out of the expanding technology ecosystem.

 

COMBINING MARTECH AND ADTECH DATA

While Martech (e.g. Email marketing) is primarily used for existing customers, AdTech (e.g. AdServer, Programmatic Advertising) tries to reach new and anonymous target groups. Today, both are indispensable tools for any advertising company.

The systems can benefit from each other's advantages. For example, the technologies can converge when valuable data from core systems such as CRM flows into programs such as email marketing, search engine marketing or display advertising.

CMOs must combine different data sets in order to gain insights and use it to improve marketing campaigns. Consolidating this data enables marketers to gain a holistic view of their consumers’ journeys.

Read more: How advertisers bring AdTech and MarTech together

 

USE BENEFITS OF ARTIFICIAL INTELLIGENCE

When evaluating new technologies, marketers should ensure that tech vendors include Artificial Intelligence and Machine Learning in their product roadmaps. AI and ML can identify and produce insights from huge amounts of data on a scale that people can't reach. Today, 70% of all advertising companies already use AI systems for data analysis.

The ability of AI and ML to think and act faster enables CMOs to collect the real-time data they need to respond quickly to changing consumer behavior. Especially in online marketing, data analysis is an important part of responding specifically to the needs and desires of customers. The aim is to reach the right person, with the right message, at the right place and at the right time.

More information: Personalization - Refining the Customer Experience with Machine Learning

 

MOVE AT THE SPEED OF YOUR DATA

Digital programs depend on fast decisions. Marketers need to optimize channels on a daily basis with accurate and up-to-date metrics.

The speed of decision making depends on the product category, the frequency with which the product is purchased, the length of the consumer's thought process, the size of the business, the objectives, and available budget. But the need for data to be available in near real-time affects all company sizes.

Data-driven attribution solutions that update their models and metrics on a daily basis can help you make decisions about optimizing channels and actions in near real-time.

 

A HOLISTIC VIEW OF YOUR CUSTOMERS

The goal of AdTech and MarTech is to help marketers reach the right person, with the right message, in the right place, at the right time. This approach requires the ability to identify users across multiple channels and devices.

In today's networked world, marketers can hardly rely on cookies to capture and understand the entire customer journey of their consumers. Taking a people-based approach means looking for a technology that accurately recognizes who individual consumers are and how they behave across multiple devices.

Find out more: This is why today's advertisers rely on cross-device attribution

 

CONCLUSION

Every year, the requirements for the implementation of new technologies increase significantly. Taking advantage of the opportunities offered by MarTech and AdTech innovations requires courage, insight and some technical skill on the part of today's marketing managers. Our tips enable marketers to get the most out of technology and optimize their marketing accordingly.

Interview: What are the trending topics around Marketing Attribution?

14. 05. 2019
Jörn Grunert is a MarTech enthusiast and expert in data-driven marketing attribution. For 6 years, he has been Managing Director at Exactag and is responsible for the strategic orientation of the[...]

4 tips how marketers can keep pace with growing technological innovations

07. 05. 2019
The level of innovation in the technology sector is constantly rising and presents a lot of new challenges to many companies. It is becoming increasingly difficult for marketing managers to keep up[...]

This is how travel brands benefit from marketing attribution

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