Cross-Channel Data Quality: Get All of Your Teams on the Same Page

Tell me if this sounds familiar: Your company’s search team thinks that a set of specific keywords caused the recent lift in sales. Your website team believes that their recent redesign has increased engagement. Your mobile team is certain that their new app is the source of positive growth. The online video team thinks that …

Signal Use Case: Cross-Channel Marketing Frequency Measurement

For over a century, the two main pivot points for modern marketing have been reach (the number of your target audience you expose to your messaging) and frequency (the average number of ad exposures per person). Offline, reach and frequency are measured using sophisticated modeling tools used to statistically project these metrics. For the first …

Use Case: Accurate Measurement Requires a Single View of Customer Engagement

A consumer clicks a mobile search ad to your tablet website and watches a few of your product videos. That day, she checks out your desktop site from her work laptop and again from her home computer. Days later, she downloads your mobile app and continues her research. Over the next week, she views or …

Signal Use Case: A Data Foundation Frees You From the Burden of Ongoing Integrations

Just ten years ago, most marketers only had to manage a handful of technologies: an ad server, an email platform, and a search marketing tool. Now there are scores of technologies that are required for digital marketers to coordinate including DSPs, DMPs, web analytics, attribution systems, mobile marketing, testing platforms, and social messaging—just to name …

Signal Use Case: How to Build a First-Party Data Network

Data is one of the last things marketers worry about – because it’s intangible. Even if it quadruples in size tomorrow, you probably won’t feel it. Marketers tend to focus on “real world” things: customers, products, ad impressions, dollars, and leads. Yet this invisible stream of information just may be the greatest asset you have. …

Signal Use Case: Target Your Best Offline Customers Online with CRM Targeting

Everyone likes to talk about Big Data. Today, let’s talk about Best Data. The best data that most companies have on any consumer group is their own customer data, typically sitting in the company’s offline CRM system. These databases store highly specific details on individual customers such as past purchase behavior, response to promotions, and …

Signal Use Case: Personalize Ads and Websites in Real Time With Consumer Search Terms

Search engine marketing is one of the most important digital channels for advertisers. It’s been a proven winner for over a decade, comprising a large portion of nearly every online marketing budget. Paid search is successful because it matches ads with consumers via one of the most valuable pieces of intent data available to advertisers: …

Signal Use Case: Reduce Wasted Media Spend with Exclusion Targeting

Targeted marketing produces higher returns for your budget by focusing on consumers who are most likely to buy your product or service.  A key strategy for avoiding wasted media spend is exclusion targeting, which lets you exclude a selected audience from seeing irrelevant messages or offers.

Why Your Marketing Technology Stack Needs a Partner-Neutral Hub, Not Another Spoke

[lead]This is the second of two blog posts about cross-channel data connectivity.[/lead] If you were able to go back in time and tell a Mad Men marketer in the 1960s that consumers could, in an on-demand way, research brands and products 24 hours a day, they would be blown away. As I explained in my last …

How to Get More Out of Your Marketing Technology Stack

[lead] This is the first of a two-part blog post about cross-channel data connectivity[/lead] Ten years ago, digital marketers only needed a core set of technologies to handle their basic needs, which rarely went beyond email, ad serving, and search engine marketing. A decade — and hundreds of additions to the Lumascape — later, marketing …