Accepting the BIAKelsey GOLOCAL Award

go-local-logo-agendaThis past week, at The BIAKelsey Leading in Local conference in Atlanta, Kelsey distributed its new GOLOCAL awards in three categories – Sales/ Revenue, Innovation and Strategic use of digital marketing.  Nearly forty entrants were considered for these three categories and three finalists in each category were brought to Atlanta for the announcement of the winners.

Placeable was a finalist in the Strategic use of digital marketing for the successful partnership with AAA CarolinasHeather Mcbrien of AAA Carolinas and I represented the team and I presented an overview of what we had accomplished together to the audience, which included empowering AAA Carolinas to emerge as a fierce competitor in their local markets across all three of their primary business units (car care, travel and insurance).  These results included:

  • Indexing some 1200 authoritative local landing pages for 230 locations
  • Generating 800% increase in organic traffic
  • Producing 35K new visitors per month
  • 25% conversion rate on all unique visits to phone calls, registrations and appointments

Included in Heather’s description of some of the softer benefits that have been generated by our campaigns together was that of the decrease in the number of tire kickers that have been generated.  Specifically, Heather described that the quality of leads generated are now far more qualified and in active transaction mode as opposed to window-shopping. Continue reading

Local Retailers Win When They Optimize for Local Search

modifiedA related article entitled “Local Search Marketing, Accuracy Trumps Distribution” may be viewed on CMO.com

Retail success has long been largely dependent on physical location. Selecting commercial space requires consideration of many factors including demographics, socio-economics, competitive proximity, traffic patterns and more.  Multi-location retailers apply a great deal of strategy when opening a store.  Mall retailers will swap locations when premium space becomes available so that they are more visible to consumers passing by.

Today, however, location means more than capturing the passer-by.  Location also means being found by the digital searcher.  70% of consumers research local products and services on a desktop and then use their mobile device to get where they want to go.  A consumer that has decided to visit your store is in buy-mode.  Will they find you?  Did you take steps to ensure that a consumer would know that you changed locations in the mall?  Will your store be located where the “X” marked the spot?  Is the premium location really premium if a consumer shows up at the doorstep of another business instead of yours?  How much revenue will you miss out on?

Continue reading

Unlock the power of location data (part IV – sample case study)

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In August of this year, LocationInsight rebranded as Placeable to strategically align the mission of the company with driving enterprise advertisers to become placeable. Following suit, we have released several case studies that demonstrate the results that enterprise advertisers have experienced after becoming placeable.

The third case study example is a global financial transaction company with an inadequate conversion rate of online to offline customers at the location. With more than a half-million locations, this was a significant problem. Continue reading

David Smith and The Medium is the Metric for Online Ads

Fantastic!  When David Smith steps up and writes an article, people should listen.  If you have the opportunity to attend a venue where he is speaking, you should make it your business to sit in on his session.


 


Earlier I posted an entry about when to blog and when to publish.  David should always, always publish.  He is not about self-promotion but rather call-to-action.  Although he never admits it, MediaSmith strives to meet or exceed all the demands that he places on us as agencies, advertisers and vendors servicing the industry.


 


In today’s iMediaConnection, David wrote “The Medium is the Metric for Online Adsand he pulled out all the stops. 


 


He gave us illustrations for why digital research is taking a quantum leap with Quantcast.  Dwarfing what ComScore and NetRatings have to offer, Quantcast provides insight into millions of websites.  Forget @Plan which is a front to DoubleClick’s publisher database.  Quantcast is considered to be the next, new and potentially most accurate source of secondary publishers in the industry.  Ad servers should be integrating with them, and agencies should be taking a long hard look at providing access to it for their media planners.  Currently, they measure 20 million web sites and growing exponentially.  Don’t get me wrong, I am not suggesting that you abandon Comscore, not yet.  Soon they will not just be about the secondary web sites, but the primaries too.  Their model is primary about getting publishers to post tags on their sites so they get tracked, but if they continue to get traction that won’t be an issue.  Watch these guys.  I am. 


 


David also brings up Blackfoot several times.  David has been working with Martin Wesley and the team at Blackfoot for a couple of years.  I have known Blackfoot and have watched them grow-up from a one-room office to the organization that they are today.  Blackfoot offers cutting-edge analytics software and people like David Smith have been experimenting with it from the days when it was based entirely on processes.  While still involving teams of analysts, Blackfoot’s Analytix is a composite compilation of disparate sources of data.  Accomplished through a team of manual processes, this service model produces analysis capabilities that rival the comprehension capacity of the top-5% intellect in the industry.  Dumb-it-down and you still have huge insight into the holistic marketing initiatives for an advertiser.  A lot of data for making decisions.


 


The call for dashboard views has been David’s MO since I first met him last year.  As I mentioned in my January 10th, 2007 post, Improve Your Stats, Don’t Over Analyze, Make Decisions and Execute I have not been in contact with David in quite some time.  But when we last spoke, it was about his search for a holistic digital dashboard that provided a top-down view over every aspect of an advertiser’s campaign.  David has a vision for how an agency should be managed, and if you are a client I sincerely believe that you will benefit from his desire to control every aspect of the campaign – if not personally then as an agency.  A need to see how each medium correlates together into a series of results helps David determine the interaction between them.  And he is confident that those relationships can be seen and subsequently decisions can be made that will be affected by that insight.


 


In this article, David glosses over the utilization of site-side analytics, Coremetrics, WebSideStory, WebTrends and Omniture.  I think this is where the insight falls short.  Perhaps David is unaware of what we’re doing with first party integrations of first party ad serving and first party site-side analytics.  Other ad servers are conducting cookie synchronizations.  DoubleClick and Omniture for example is the best example that I can think of.  It’s historical and laborious.  A DoubleClick ad serving cookie and the data associated with the acquisition marketing campaign can be synchronized with the site side analytics third party cookie in the rears.  Real-time decision-making is not achieved but insight into navigation patterns, entry points that extend to the advertising campaign and placement to eCommerce patterns are measurable.


 


TruEffect’s patent-pending DirectServe™ offers first party cookie synchronization with the WebSideStory first party cookie.  So in fact it is real-time and is a direct pass through, and not a synchronization at all.  Poor choice of words on my part.  It is an integration of commonly-threaded technologies.  The ad serving knowledge flows through to the site side analytics engine.  Both use the clients first party cookie and so decisions are made in real-time.  Reactionary. 


 


So listen up David, this aspect of your challenge to the industry has already met.  And we’re working with the other companies mentioned to complete the offering across the industry.


 


Funny, a year ago David wrote an article entitled “Where’s My Dashboard? and I contacted him to introduce him to TruAdvertiser.xls™ the holistic ad server built within Microsoft Excel.  It integratable with accounting platforms and pulls in disparate sources of data.  We didn’t move forward together but it was a great series of conversations.  Maybe it is time for us to chat again and introduce the topic of DirectServe™.  I think that we’re doing things that he is unaware of.  Hey David, give me a call.


 


Reactionary with Insight.

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Improve Your Stats, Don’t Over Analyze, Make Decisions and Execute


WOW!  Range Online Media’s President, Misty Locke’s article in iMedia Connection today is fantastic.  Think Like a Coach to Improve Your Stats – Bravo!  It’s a must read.  Rarely do you find someone who can lay it all out there in a way that an advertiser might actually understand.  I would say the only thing wrong is that Dawn Anafuso didn’t put it at the top of the home page on iMedia Connection or run it for two days so that it gets higher readership!


 


Misty talks about the integration of campaign mediums but she talks about the use of data and the cross channel analysis of a campaign to figure out how the impact of one channel may be affecting the response rate of another.  


 


Last year David Smith (www.mediasmith.com) challenged the industry to create a digital dashboard of all of his advertising channels so that he could easily see the performance of all of his campaigns.  I remember this article, not just because iMediaConnection ran it again in there string of reruns during the holidays, but because I called David and talked with him about his challenge and needs.


 


TruEffect built an ad server, TruAdvertiser.xls™ that functions entirely within Microsoft Excel.  A user manages planning, proposals, creative, scheduling, trafficking, optimization and reporting all from within Microsoft Excel.  <IMG src="/images/44768-40810/CreativeDialog.jpg”>  <IMG src="/images/44768-40810/CampaignReportView2___02.jpg”>
It is a thin-client application that connects over the web to the ad server infrastructure at TruEffect and allows an agency or advertiser complete access to all of the expected advanced features of an ad server right from their desktop.  As a Microsoft Office-integrated solution, all of the reporting data streams in XML right into pivot tables and graphs and charts that a user formats one time.  They build their reports and then simply refresh whenever they want the updated data, never having to reformat a report again.


 


What’s the point of this plug?


 


David and I talked about how we could use TruAdvertiser.xls as a platform for his multi-channel dashboard.  It is desktop-based and is highly flexible when it comes to reporting capabilities.  Our product roadmap at the time already included integration with search engines like Google, MSN and Yahoo so not only would he have the ad server reports but the Google and Overture reports too for cross-analysis.  Additionally we were working with accounting integration so that he would be able to have that benefit too.  Email marketing data could easily be ported in as could other XML-driven feeds.  But in the end it represented a lot of custom work and David was going down the path of building something on his own. 


 


Back to Misty’s fabulous article (I really liked it).  Misty inspires one to dive in with both feet and, well if not careful, eyes closed.  Cross-channel reporting comes in many different forms.  There is realistically no platform for seeing every channel in a consolidated format and no perfect way to measure the impact of print on email or walk-ins or direct mail on view-thrus (now there is two hops, a skip and a jump).  You can try but at some point you have to allow things to fall into separate buckets and make assumptions.


 


But what is possible is great consolidation of online data.  I have been talking about acquisition marketing data – banners, search and email – with site analytics and will talk about it more.  Behavioral targeting’s next generation of customer re-targeting with DirectServe or first party ad serving can fully integrate data that could never be captured before, like measuring the composition of an advertising audience.  Now you can know what % of your audience represents existing customers!


 


Make sure that your technology allows you to get three dimensional views into the performance of your campaigns.  Misty is encouraging you to get aggressive and be proactive.  Data builds knowledge and that knowledge will make your decision-making powerful.  Since my conversations with David, we have proven integration capabilities with a number of unique platforms and data sources.  Other companies are doing it too.  Find a way to pull together at least your interactive channels so that you can see how they come together. 


 


If you acquire someone through search and they land on a web page and register, make sure that your advertiser cookies that individual so that when you encounter them again you can re-target them as an existing customer through first party ad serving and message to them with relevance to their previous search behavior and customer preferences to maximize future response rates.  You can do this stuff! 


 


Behavioral targeting will get you better prospects.  Pull that data into a consolidated interface – use XML feeds and build a data repository if you have to or call me and I will point you in the right direction.


 


Your email marketing will spew out ton’s of response rate data that can be easily ported into a consolidated interface.


 


I already covered search.


 


And ad serving data is clear.


 


Get a consolidated view as to how you acquire people, and then make sure that you are tagging them – or that your clients are tagging them – so that you can continue to target them as customers on an ongoing basis.  The worst thing you can do is to waste money re-prospecting and not getting credit for someone who you drove in twice.  If an existing customer clicks on a banner and comes to a site, you will not be getting credit for that customer’s return.  You could if you were re-targeting.  And if they click on a search term and land on the customer’s web page, you could be site-based targeting using first-party ad serving to re-target and product-promote based on preference and known behavior.


 


Get the data, consolidate it and then make decisions.  But most of all, deploy technologies that will enable you to effectively use the data to become strategic in your decision making and execution.  The end-game purpose is campaign improvement.  My focus is to show that the technology is there to do it.

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