FIGARODIGITAL.CO.UK RICHARD COOK
Chief Operating Offi cer, Chalk Global
Tailored Tech: Valuing The Customer
With a focus on transparency and an agnostic approach to digital media, Chalk Global are well placed to discuss the current challenges digital marketers are facing with regards to programmatic media, attribution and maintaining a high-quality strategy. Richard Cook, Chief Operating Offi cer at Chalk Global, talks us through some of the pressing questions marketers are asking in this area of the industry, and explains the processes they must understand in order to maintain a service which resonates with best practice and puts the customer fi rst. Programmatic is an area of digital marketing which is surrounded with an air of uncertainty, and some marketers who have adopted real-time buying are still cautious in practice. How can
marketers best optimise programmatic marketing for their existing customers, and what kind of results can they expect?
“Programmatic is getting a tough ride now and there are a number of reasons for that, some of which are down to lack of experience and adoption of quality measurements. Programmatic can be used to drive fantastic results for brands, we see it fi rst-hand. A lot of re-targeting
strategies fail by utilising static creative, hitting each user with the same
message over and over, generating a negative sentiment. Audience
segmentation and dynamic creative must be used to enable the right individual to be hit with the right message at the right time. If you get this correct, the existing client can have a positive experience impacting such things as brand sentiment, loyalty and conversions.”
Social advertising is a great way to get right into your consumer’s sightline. The integrated analytics platforms can give a great insight into your various demographics, but targeting more granularly can soon become expensive. What are the key numbers to look out for to decrease CPA on social
advertising? “Engagement rate and CTR can
both be good indicators on whether your content is resonating with your audience. They are particularly helpful for multi-touch campaigns that sequentially message users before driving a conversion. In my opinion, however, impression to acquisition trumps all. We are all extremely infl uenced by what we see, so advertisers need to ensure every impression they serve is tracked and all subsequent actions logged, in order to properly understand the impact of their advertising.” Keeping track of the customer journey is a priority for all marketers, particularly those who are tracking across a variety of devices, or whose customers undertake a lot of research before making a purchase. Luckily there are plenty of tools to assist marketers in being responsive to the customer experience. So what sort of attribution models should brands be using to understand customer intent?
“There are several considerations when selecting an attribution model and that depends on factors such as cost, in-house skill and whether you are marketing in app or not. After these considerations, you have two distinct options in terms of model. One being rules–based the other
52 issue 30 summer 2017
Words: Gill Ingram
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68
