Data Management
Performance Marketing, CRM Databases, and overall progress in high growth ventures depend on data to navigate high levels of uncertainty. KPI Dashboards provide performance snapshots. We deliver capabilities to reveal and activate upon critical insights.
GMA manages all aspects of data management with ease:
Tag Management
Marketing Attribution
Data Warehouse
Customer Data Platform (CDP)
KPI Dashboards
MarTech
Data Enrichment
Personalization
Tag Management
Events contribute to and give early indication to customer lifetime value (LTV). Choosing the minimum viable collection of events with a comprehensive set of properties is part of defining the schema or the foundation of data integration and analytics. This exercise is a balance of creative and technical. At its best, this is a collaboration between marketing, product, and finance.
Tag Management Systems enable schema implementation as well as the transmission to downstream platforms for advertising, communications, and analytics. While definition & implementation is a challenge, an even more important and often neglected one is the ongoing testing for accuracy since every product release threatens tag integrity. Raising company awareness and governance of tags is the path to success.
Marketing Attribution
What drives events, or attribution, is one of the most elusive disciplines, a true blend of art & science. The science requires a rigorous framework for attribution, granularly looking at all sources in a standardized way that is both aligned upon and strictly adhered to by stakeholders. Then comes test design spanning A/B tests, holdouts, and good old fashioned isolation. By executing on the science, the widest set of data is made available for art or judgment to derive conclusions regarding attribution and ultimately return on investment of marketing programs.
Customer Data Platform (CDP)
Disparate data sources prevent organizations from understanding their customers and delivering a coherent customer experience. Websites, messaging software, CRM, billing systems, and homegrown databases each contain part of the picture but don’t typically integrate that is until customer data platforms (CDPs) commercialized.
Before Brands can implement CDPs, they typically invest in data cleanup and standards regarding stitching together identifiers and schema. When done well, adding more systems to the enterprise architecture becomes easy and common.
Implementation starts with a data analytics plan, rigorous in schema for the fewest discreet but exhaustive events with a rich set of properties. Think through how identities are stitched together from across devices and platforms. These analytics organized by identity are orchestrated in a Customer Data Platform (CDP) and augmented with Data Enrichment.
This data is wired into channel and serving software. The first use case is launched which is important for the customer experience but even more important for organizations internally to understand how interconnected and dynamic this personalization capability truly is. This launch is monitored closely with reporting in real time and regular readouts.
KPI Dashboards
Choosing the most valuable insights make analytics work feasible. Focused KPI dashboards yield actionable insights faster. Data visualizations make the time-to-insights even faster. This analytics work builds on the tagging and CDP which gives it integrity, the ability to rely on a “source of truth”.
MarTech
Before any work is done on anything like website personalization, start with strategy & planning including a clear understanding of goals, KPIs, and fit with overall strategy. There are many channels & sub-channels for personalization so next is a clear understanding of existing channels targeting, creative, and performance.
With this understanding, choose criteria, personas, and associated creatives & treatment specifications. Prioritize these use cases with the first one for a lite, minimum viable product (MVP) implementation. Since any use case such as website personalization is a capability comprised of various systems such as customer data platform, data enrichment, and website serving, the infrastructure planning is important. Select technology platforms that support your use cases in the short and long term.
Data Enrichment
Data Enrichment can help the entire business from prospecting to lead qualification to account based marketing (ABM) to customer expansion and beyond. Data enrichment services vary greatly by firmographics such as industry and size as well as integration such as website visitor IP addresses, form fill emails, and CRM database records along with performance speed criteria. This capability accelerates high growth ventures.
Personalization
When prospective consumers & clients interact with brands, optimization will enable the best experience to just 20% of your audience. Personalization is the buzzword that covers a brand’s ability to deliver different experiences to its full audience. It’s the sum of data, targeting, and creative orchestration across communication channels (e.g. website personalization). The most valuable use cases are implemented first. Rollout is continuous with introduction of more use cases and expansion thereof. Successful implementation requires discipline, planning, and attention to detail. When done well, it drives lifts to KPIs ranging from 10% to 300%, most common is 15%-30%.
As the personalization muscle grows in organizations, expansion to more use cases and channels ensues along with more sophisticated predictive modeling for outcomes like greater likelihood to respond, revenue, and lifetime value. This is a lively ecosystem with new entrants and legacy providers in active competition and navigating complex factors like data privacy.