Saturday, March 28, 2015

Article about Data driven art of digital marketing

The article "Article about Data driven art of digital marketing" gives me some ideas. In this era, we are surrounded by abundance of data. Thanks to that, we can make the best of data to make informed decisions, and how to utilize the data is truly an art form.

It is clear that we have experienced an evolution. We no longer use a shared computer with our family members; rather, one person can have several devices. It means nowadays many companies have more user profiles than there are consumers. Thus, marketers should use a cross device targeting strategy so that advertisers can measure for cross device attribution.

Is this the end of the story? No! Marketers also need to change their attribution model if it can’t give credit for that mobile ad that drove a desktop conversion; otherwise, marketing campaigns will not perform well. Before that, just stick to the original strategy and keep mobile and desktop campaigns siloed to improve return on ad spend (ROAS).

ROAS is the most important metric. Since we need to make assumptions about attribution to get ROAS, people can also easily interpret ROAS as much as they want in their ways.

Dynamic creative can be applied to small and mid-size organizations.  Therefore, it is not the case that only big organizations with huge data can successfully manage to use dynamic creative to optimize their ad and give better marketing experience. The CTR metric sometimes are not accurate.

The original article can be found at

No comments: