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Unlocking Organizational Value in a Rapidly Changing Marketing Ecosystem - adtechsolutions

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Unlocking Organizational Value in a Rapidly Changing Marketing Ecosystem


Despite constant developments in the marketing ecosystem, advertisers and agencies continue to raise concerns about unleashing organizational value amid rapid change. Associated with this is uncertainty about the proper measurement of marketing success, performance and customer data management. Implementing data standards practices and strategies is key to navigating the growing number of touchpoints and inputs companies rely on to support marketing and advertising efforts. The bottom line is that data standardization strategies must be managed to achieve real organizational value.

Advertiser Perceptions recently reported that data standards have emerged as a must, with 95% of survey respondents agreeing that data standards are critical to ROI and measurement. This is critical to advancing privacy and suggests that brands and agencies should work together to measure marketing success and effectively manage customer data. As a first step, all stakeholders need to assess current trends in several key areas: content supply chain, data standards, organizational roles and responsibilities, and measurement impact reporting.

GenAI and content supply chain visibility

Advertiser Perceptions found that two in five US advertisers are already using generative AI for ad creative, with another one in two considering it. With increasing reliance on GenAI, advertisers must prioritize content optimization – through proper tagging and asset tracking – production processes and brand safety. Otherwise, they risk data inefficiency, which will impact ad execution and competitiveness.

Although the use of AI is growing, only 26% of advertisers believe in their ability to track AI-generated assets. However, tracking is critical to measuring ROI, preventing brand safety issues, ensuring effective ad targeting, ensuring transparency and compliance. Lack of proper metadata and content ID tagging prevents campaign optimization, leading to wasted ad spend and missed opportunities. Seven out of 10 respondents identified properly tagging assets for tracking and optimization as their biggest challenge – not surprising as manual tagging is trying to keep up with GenAI. This challenge of tracking creative across channels complicates accurate ROI measurement and hinders data-driven decision-making and effective budget allocation. Ultimately, advertisers estimate that one in four ads result in the wrong ad creative being shown to the wrong consumer, leading to a negative user experience.

To overcome these obstacles, the industry must invest in advanced tools and technologies for content and creative tagging, tracking, optimization and attribution, while prioritizing data management and transparency to comprehensively understand campaign performance across channels.

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Questions about return on investment and involvement of advertising agencies

US advertisers reported an average increase in ROI of 33% by implementing data standards strategies. However, gaps in agencies’ engagement with data standards practices significantly limit advertisers’ ability to achieve higher ROI, ensure compliance, and maintain brand safety.

The growing number of platforms and declining signals have made proving ROAS and ROAS increasingly challenging for 79% of US advertisers. This issue has increased job insecurity, with 84% of agencies and 71% of marketers expressing fear of losing their job due to an inability to demonstrate impressive results.

Implementing a shared taxonomy and giving agencies the right access to data can significantly improve data transfer accuracy and directly link performance to campaigns and their creative assets. This increased visibility and control is necessary because advertisers estimate that nearly a quarter of ads are displayed incorrectly.

By establishing a common data standards framework, advertisers and agencies can foster a collaborative environment and ensure compliance and transparency. This not only streamlines campaign optimization, but also minimizes the risk of brand safety issues by proactively identifying and addressing potential issues. Data standards ultimately enable agencies to make data-driven decisions, increasing campaign effectiveness while protecting brand integrity. Agencies can ensure accurate data transfer and usage by adhering to standards, reducing compliance risks and brand safety.

Time reporting and use of Excel

Data management issues persist, as evidenced by the median 2-3 day timeframe for resolving reporting errors and the increasing number of individuals (now up to 11) who must resolve manual data entry errors. This underscores the increasing complexity and resource demands associated with these tasks.

Today, agencies are more likely than marketers to combine data in Excel spreadsheets and get creative insights through Excel spreadsheets. Relying solely on Excel is not a marketing metadata best practice and presents several challenges. Manual data entry increases the risk of errors and inconsistencies, while collaboration becomes difficult due to version control issues. Integrating data from multiple sources is often time-consuming and error-prone. Ultimately, using Excel as the primary method for creating and managing metadata can negatively impact data accuracy, collaboration, scalability, and overall marketing effectiveness.

Everyone has a role

Data standards functions vary across roles due to employee responsibilities and goals and access to data. Key roles in advertising shape the lifecycle – strategic roles are optimistic but distant from processes, while operations and analytics face data integration challenges. Distance from specific tasks limits access to data, while teams closest to the task understand data strategies best. More specifically:

  • Analytical teams they are more likely to have a better understanding of how audiences are targeted across all digital formats, but struggle with data aggregation and transfer.
  • Strategic teams they are more likely to assume that workflows and technologies are built into their data standards practices, but must review assumptions with the teams closest to the practices to ensure full awareness of what still needs attention and care.
  • Operations teams would benefit from better data availability and clearer guidance to improve the implementation of their data standards strategy. This group struggles with data strengths and quickly identifying data that needs attention.

Synergies must exist between these groups to understand broader advertising plans, execute plans with customer data statistics, and create reports.

Data standardization is a key part of modern marketing. Increases ROI, efficiency, marketing performance, data privacy compliance and data-driven decision making. Embracing data standardization enables organizations to navigate the complexities of modern marketing and unlock their full potential.

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