Author name: khazi@cubera.co

With the number of users climbing from 4 to 4.6 billion by 2025, what better platform to run your marketing campaign than emails!? While email campaigns drive tremendous returns to your initial investments, at times it becomes a bit difficult to create new templates to support the ever-increasing marketing needs. Personalization has become the key aspect of email writing but at times you might come across a dead end. Such situations call for creative and effective solutions, one of them being the enhancement of email subject lines. Over the years, after analyzing data of a ton of email copies, one can come across a recurring pattern that needs to be tackled with. Creative email copies have become the norm these days, while this idea has been fruitful till now, it has started to show signs of stress. An estimated 376.4 billion emails shall be sent and received per day for the year 2025, that is way ahead of the current projected figure of 333.2 billion emails. This spike in email usage only drives home the point of writing creative email subject lines in order to conduct fruitful business. After all, you’ll come across the subject line first before the body of the mail itself, so it is imperative for it to be impactful enough. Here are 7 tips on how you can make your email subject lines captivating: 1. Personalize Not just for the body of the email, if done correctly, personalizing the subject line of the email can grab the user’s attention and increase the chances of them opening it. Studies show that personalizing the subject line increases the opening rate by 26%. Every recipient is different hence it is important to make them feel that the message is specially curated for them. The subject lines can be customized by using their first name or location. Personalization in the case of a group of users can be done by segmenting the audience through audience manager. 2. Stimulate the emotions Emotional stimulation can motivate your audience to take action. One approach is to use FOMO. Fear of Missing Out can increase your audiences’ desire to purchase something. According to reports, 56% of social media users suffer from FOMO. They fear missing out on important status updates, news, events, and so on. An email subject line that piques the reader’s interest and elicits empathy can also entice them to open the email. Analyzing data about your audience can help you identify your audiences’ pain points and touchpoints and use them to elicit curiosity and empathy. 3. Use numbers in the Email Subject Line Using facts and figures increases credibility. Using numbers in the subject line of your emails is another effective way to draw readers’ attention, just like you do in the titles of your blogs and articles. In a study on 115 million emails by Yesware, it was discovered that email subject lines with numbers have a higher open and reply rate than those without. Yesware cross-validated the earlier findings in the 2021 cold email subject line study by looking at 1.2 million emails. It was discovered that email subject lines with numbers have open rates that are 45% higher than the norm. 4. Ask questions Asking a question in the email subject line is another way to get your recipients to open your emails. This simple technique can be extremely effective because it immediately piques recipients’ curiosity and encourages them to open the email to learn more. Your question should be relevant to your product or service and something that your target audience is interested in. What your audience is interested in can be easily determined by analyzing data about them that is genuine. Segmenting them through audience manager can make your job easier.. Yesware discovered in its cold email subject line study that email subject lines that include questions have a 10% higher open rate than the average. 5. Avoid using punctuation marks and words that trigger spam filters Do not include any punctuation or words that are known to set off spam filters in your email subject line. It is also recommended to avoid writing anything in all caps. Multiple exclamation signs, dollar signs, and angle brackets are a few punctuation marks that are known to set off spam filters. Additionally, certain words like “free,” “guarantee,” and “winner” are known to trigger spam filters. There’s a good chance your email’s intended recipient won’t ever see it if you use any of these in the subject line. 6. Keep it short According to a study on email templates, subject lines with 1 to 5 words tend to have higher open rates. So, It is advised not to have more than 7 words in the subject line, though different clients have different character display limits. Studies indicate that at least 50% of email opens occur on mobile devices. Omnichannel advertising is all about giving a seamless experience to the users, hence, users will find it more convenient if they can read the entire subject in their inbox on a single line. 7. A/B test your subject lines To ensure one particular subject line works for you, it is important to A/B test your email subject lines. Every business is different. Things that work for some might not work for others. Testing your email subject line beforehand will ensure the fulfillment of its objective. Once you A/B test your email subject lines, you can modify your subject lines according to the results. To sum it up Although there is no foolproof formula for creating an effective email subject line, the above-listed tips will undoubtedly strengthen your subject lines and increase your open rates. Cubera offers you one of the richest zero-party data that is extracted, processed and evaluated along with identity graphs to help you understand your audience better. Through Cubera’s rich zero party data you can make the experience of your audience more personalized and convenient in omnichannel advertising.

Rich media advertising has become increasingly popular because it may significantly increase website engagement and CTR (Click Through Rate). Rich advertising is getting more varied as a result, and many publishers see the benefits of using them. Rich media ads are a terrific way to be successful if you’re a publisher looking to leverage the power of digital advertising and explore new methods of making money online. Rich Media Ads are explained in full in this article, along with how they can help you get the most return on your investment (ROI) What are Rich Media Ads? To give users an engaging ad experience, rich media advertising mix text, graphics, audio, video, and other web elements. They work well to attract visitors to the advertiser’s website. JavaScript and HTML5 are used to create rich media ads so they may float, expand, and other features. Rich media advertisements are interactive, attracting viewers and keeping them interested in the message while motivating them to take action in support of the stated objective. The finest feature is that audience behavior can be monitored and recorded, including exit and expansion rates and video completion rates (VCR). This in turn aids in evaluating the efficacy of the advertising strategy. Integral Aspects of Rich Media Ads There are several different rich media ad formats available. However, it’s crucial to be aware of the features that come with them before getting started. Remarkable animations Spontaneous user engagement (due to the presence of dynamic motion) Flash games, polls, videos, and other interactive elements making it very interactive and engaging. High ad quality and content Technically outstanding Improved brand awareness and ultimate ROI. Benefits for Rich Media Ads to Publishers They are creative and dynamic  By their very definition, ads that employ rich media are creatively ‘rich.’ Furthermore, due to the increased data analytics available with rich media technology, they are dynamic, allowing advertisers to target specific segments of their audience via location or browsing behavior. They Drive User Engagement Rich media display advertising has been shown to drive consumer engagement by encouraging viewers to interact with the ad. How Rich Media Ads can Increase ROI? Using rich media advertisements in your rich media campaigns can help in increasing user engagement by communicating the marketing message in a more clear way when compared to static ads. Using videos or flash provides a window for increasing campaign performance and brand recognition. Also, these ads provide marketers with an excellent way of increasing their conversions and overall return on investments. Here are methods on how you can use rich media to get great ROI on your ads. These types of ads allow you to get creative with flash. One of the basic examples of rich media are banners which provide flash capabilities and which could range from some little animation to the capability to expand. This helps the users of the ad to expand the kind of interaction they have with the ads. For some time now, most banners that have been published on advertising networks have flash capabilities. These kinds of ads enable you to incorporate some moving design elements which help in enhancing the effectiveness of your messaging. Animations can be used in a manner that helps to make the ads stand out. Rich media provides expanded capabilities. For marketers and brand owners who want to offer their targeted customers a more engaging user experience, expandable banners can offer great results. At a first glance, these ads look like ordinary static ads, but interactive figures pop up whenever they are touched. Anytime a user hovers above the ad, more features get unlocked. Features such as surveys, product feeds, and games can be used to make the ad more informative. Expandable rich media is perhaps a powerful thing and companies with well-known brands are using it to advertise their products. Rich media offers many formats which can be used to achieve more. The use of an online video is one of the most appropriate engaging rich-media formats that one can use to achieve more out of a conventional advertising campaign. Because it’s possible to serve video ads with traditional banners, seamless incorporation can be brought into the retargeting campaign. In-banner videos may be displayed within an ad unit that measures 300×250 without unnecessary restrictions. The amount of content that can be served by rich-media banners cannot be limited by size. Videos provide you with a unique opportunity to provide video-based evidence, customer testimonials, and a wide range of other types of content. Videos can reach further when compared to videos. Pre-roll and post-roll rich media videos can be served on platforms such as YouTube. These types of videos provide running a retargeting campaign. You can serve someone an ad just before they start watching a video and after they have completed watching it. Conclusion Rich media advertisements, through their sophisticated strategies have been attempting to make advertising enjoyable. It is one of the most feasible yet attractive ways to spread awareness of a business without having to take the user off the current page. The outstanding user reaction it receives in return for its creative and interactive elements helps to build brand awareness, boost call to action, and improve ROI.

The majority of companies today focus on influencing behavior. Businesses are working towards converting cold contacts into their clients. The task can be accomplished with the creation and implementation of the proper marketing strategy. A marketing plan is deemed successful if it lowers the cost of customer acquisition while raising the company’s value. If a strategy does not produce positive results, it is useless. Only 39% of businesses believe that their marketing plan is successful. You must maintain a set of key performance indicators (KPIs), benchmarks, and metrics to monitor the effectiveness of your marketing strategy. It is crucial to track the results of your marketing campaigns to continuously improve upon your marketing plans. You can determine what marketing strategies are adequate for your company and which are not by continuously monitoring your results using tools like data analytics and cross-device analytics. Using marketing effectiveness assessment, you can plan your marketing strategies and increase your ROI. Further in this blog, we will talk about some of the best ways to determine marketing effectiveness. Media Mix Modelling You can assess the effectiveness of your advertising and marketing campaigns using media mix modelling, also referred to as marketing mix modelling. This enables you to comprehend the various factors that contribute to success. You can improve your advertising and marketing campaigns by using the insights obtained through media mix modelling. The modelling process gathers data from various sources, which is then subjected to advanced statistical data analytics to reveal the effectiveness of the current campaign. MMM makes use of metrics and variables such as ratings, sales or online analytics, giving you a more comprehensive and quantifiable view of the campaign’s impact on the market. Both linear and nonlinear variables are analyzed by MMM. Regardless of the channel, MMM allows you to use cutting-edge analytics and artificial intelligence to determine the quantifiable effect of each marketing effort. A media mix modelling study’s objective is to quantify the effect of each marketing initiative on each channel. It functions by calculating the impact of marketing, pricing, public relations, and sponsorships. Attribution Measurement Different attribution models are used to track involvements throughout a customer’s journey and make up attribution measurement. To quantify the impact of the media exposure on revenue, attribution has the same objective as media mix modelling. However, as customers move down the sales funnel, attribution starts analyzing data of the campaign at the event level. The key advantages of programmatic marketing are further enhanced by this more precise measurement, which feeds even better results into the platform’s always-on performance feedback loop. Elements from the given four methods taken from the touchpoints of a buyer’s journey can be contained in the Attribution models: First Click Attribution: In this single-touch model of attribution, the first touchpoint in the customer’s path to purchase receives all of the credit for a sale. Last Touch Attribution: This model of attribution assigns all of the credit for a lead’s conversion to the last touchpoint they encountered. Multi-Touch Attribution: This attribution model considers all touchpoints on the consumer journey and assigns fractional credit to each, allowing you to see how much influence each channel has on a sale. View-Through Attribution: This attribution model assigns specific impressions to installs, attributing campaign value to ads that do not directly lead to an install but appear along the conversion path. Panel Based Measurement In Panel-based measurement, a sample of consumers’ and households’ activity is analyzed. The impact is then multiplied throughout the entire campaign. This guarantees a more precise collection and analysis of data with regard to attribution across all of a particular consumer’s devices through cross device analytics. Brand affinity, brand awareness, and purchase intent metrics are also included in panel-based measurement. Panels give users an opt-in way (like surveys) to monitor deterministic user behavior. As a result, you can trade off scale for greater precision. The larger population that is exposed to the marketing campaigns is then projected with the panel results. Some cutting-edge DSPs now include panels and have the ability to optimize in-flight budget distribution by using survey data. Customer Acquisition Cost The price of converting a prospect into a paying customer is known as the customer acquisition cost (or CAC for short). By evaluating the marketing cost for every customer acquired over a certain period of time, it evaluates the success of a marketer’s efforts to acquire customers. Additionally, this can assist you in identifying the best-performing strategies. By comparing marketing results to customer acquisition costs, you can reduce wasted resources by determining which channels are the most profitable and produce the best results. It enables you to identify areas where changes to the marketing process can result in increased revenue. Incrementality Measurement The way through which you can get the real outcomes of any marketing plan is through incremental measurement. You can pinpoint the precise contribution to achieving their intended business outcome by using incrementality measurement. It evaluates a campaign’s actual impact on its desired outcomes. You can use incrementality measurement while analyzing data to ascertain whether a particular campaign produces actual value or just an appearance of value. You must choose the KPI they want to track and compare the exposed audiences to the right baseline to be successful with incrementality. Conclusion In the end, data analytics can be used to evaluate marketing results in a variety of ways. You ought to be able to select the approach that will benefit your business the most with the help of this blog. With independent, identity-based, data-intensive technology, Cubera can assist you in overcoming difficulties. Your brand can see measurable results that spur business growth with the help of the latest data-driven technology and cross device analytics that assess the impact of your marketing initiatives on a per-instance basis.

As always, data has become the defining factor for a business’s growth. Data as a service on the other hand has found a plethora of adaptors with a projected 23.2% growth rate for the period 2022-2032. This growth rate might give us a figure of $68.725 billion by 2032. While data and its use cases surge ahead, tools dealing with the same have evolved as well. One notable example is the emergence of CDPs or Customer Data Platforms. But what is a CDP? To put it simply, Customer Data Platform is a software that assimilates data from various sources and combines them to form a coherent profile of every customer listed in the database. What it does is it extracts and understands data from first and third-party sources (first-party primarily) and then goes on to create detailed customer profiles that give all the information an advertiser needs. The richer the source of the data is, the better the result will be, which is why zero-party data is also considered a prime source. While steps should be taken into account while going about the regular functioning of your CDPs and their ingestion of data, it should be acknowledged that the CDP should also be upgraded to meet the current trends and demands of the advertising realm. Since your CDP works on actionable intel fed to it, it is crucial for you to keep your zero-party data strategy updated as well since that’s what your CDP is going to ingest for its entire lifespan. The upgrade: A much-desired move for the current-gen CDPs Close to 10% of users feel that their products are meeting the current requirements. When the aspects of the future are taken into account, this number shrinks to a mere 1%. This, coupled with the fact that 66% of people feel that having a CDP is crucial to conduct modern-day businesses paints a grim picture of the things that are desired from a CDP nowadays. A robust CDP capable of handling the weight of future projects is a must now more than ever. The reliance on the latest iteration of the data stream for efficient results has grown substantially. Taking into account this need alone might be able to solve a lot of issues that advertisers face today. It would not only be helping the advertisers but Data as a service model as well. The importance of having a real-time data strategy can be highlighted by the fact that 78% of data leaders deem it a must-have for a CDP. Customer data is the cornerstone of digital marketing now more than ever. The heavy reliance of people upon the fact that data drives sales is clearly evident. Close to 63% of people consider customer data to be the driving force behind the offers they give while 43% rely on their loyalty programs. The advancements made in AI and Machine Learning have already started showing their prominence. Complex identity graphs scattered across the digital landscape paint a sophisticated yet coherent picture that lends itself well to the growing demands of advertisers. Data is the sole differentiator between giant data companies now. If you know how to handle and extract as many insights as possible, you’re already having an edge over the competition. This calls for steps that take into account not only the kind of data that is being extracted but the source where it is being extracted from as well. Third-party data sources are slowly becoming relics from the past. The instant need to cater to the customers’ needs has taken the paramount spot now. While earlier it used to be a matter of striking when the time is right, now it has become a matter of striking with the right understanding at the right time and place. The number of variables in this concoction only seems to increase with the passage of time. Moment marketing, trend-setting, and getting the “latest” updates, such terms have taken the primary place. So, if your CDP is equipped enough to take on the rigors of the future with insights from the moment, you’re leading the pack. That sums it up Data as a service has evolved substantially, with concepts of AI and Machine Learning flanking its principles. CDPs are going through an evolutionary phase that demands an increment in their survival ability for the foreseeable future. With the right tactics, you can implement a strategy that works well for the CDP you currently possess. Since data quality has become important now more than ever, it is clearly evident that your attention should cater to the upgrades of your CDP as well as the data sources you’ve been using till date. Speaking of CDPs and data, if you’re an advertiser looking for a robust audience manager that’ll stand the test of time, Cubera is the name you’re looking for. With state-of-the-art algorithms and techniques ready to assist you at any moment, your ROAS is set to skyrocket like never before.

Data is the modern-day equivalent of oil in the digital world. If you possess quality, secure data, chances are that you’ll do far better than the competition. There’s a catch though, while possessing copious amounts of data is a viable practice, extracting and working upon its insights is easier said than done. If done the right way, data activation can lead to hyper-personalized marketing strategies that you may have never encountered before. The ROAS can skyrocket rendering your campaign at the top tier spot. Data collection has become way easier than ever before. Turns out that a significant number of tools have already been deployed by major players to extract the kind of data that suits their use case. However, as mentioned above, without insights, data these days seems to be less powerful. Close to 54% of marketers use less than 50% of the data they receive, which is not only bad in practice but it also prohibits them from getting into the dynamics of the situation at hand. Hence, bad campaigns and improper understanding of insights. Now, understanding the need for data activation is crucial in its own right. But before we commence that journey, we need to know what data activation really is. Data activation To put it simply, data activation is the process of tapping into the insights present in the data collected from a source. Now, the insights collected from such a source are nothing but the knowledge possessed by the data itself on a particular subject matter. For example, an insight here could be a thorough map of a person’s buying interests over a period of time. It could also be taken as a complete buyer’s persona. It is a process that allows us to have a 360 view of the object/situation at hand. In fact, the more real-time data you possess, the better your chances of creating a seamless and accurate map from the insights will be. For the most part, the system here works at its optimum efficiency when it is fed secure data as unreliable data often leads to false positives and bad target acquisition. Also, at this point, it is imperative for you to get in touch with the way this entire process is performed. Data ingestion This process involves capturing data from as many sources as possible. These sources can be mobile apps, websites, cookies, transactions, CRM systems, etc. Zero and first-party data should also be taken into account when talking about the ingestion process. Once ingested, this data from abundant sources is then clustered into their respective domains. Unlocking insights Once the ingestion process is done, the aggregated data then undergoes analysis for various aspects that it holds within. It is here where insights come into the picture for the first time. Processes such as lookalike modeling and many more are performed upon this data to gain insights and useful information. This unlocking process gives rise to paradigms that are still being worked upon as of now. For example, identity graphs are still in their evolutionary stage, while they do have the capability to chart nearly everything there is to know about a person’s buying behavior, the process with which it is done is still prone to having a ton of variables. This not only makes the process more complex but time-consuming as well. Hyper personalization simplified By now, everyone knows why personalization is crucial to your marketing efforts. Close to 72% of consumers prefer to engage with messages that are addressed to them personally. It is a no-brainer to accept the fact that secure data is one of the building blocks of personalized marketing. Hyper-personalization is a step further than mere personalization. Personalization often grabs people’s attention by deploying the same old tactics, such as sending mail copies addressed to the customers’ names. Hyper personalization on the other hand involves not only understanding what the name of the customer is, but it also tries and understands what they’re really into. This personalization technique also takes into account the sophisticated concepts of machine learning and AI just to name a few. The main objective here is to deliver the right message to the customers at the right time, through the right channel. Hyper-personalization not only helps you target the audience in a better manner, but it also helps you cut unnecessary costs and boost automation. Dynamic pricing is something that can be achieved with hyper-personalization as well. Things such as the time of a customer’s last purchase and their general buying budget are studied as well. This is what it boils down to Perhaps the best thing about data activation in general is the fact that it is very dynamic. It totally depends upon a company’s ability to warp the data to their needs. One entity’s vision and process of data activation might be completely different from another. It is an ever- evolving process that is probably standing the test of time as you’re reading through. A seamless customer experience is an integral part of the marketing process. Spanning across multiple channels, we often tend to overlook one channel or aspect over the other. Speaking of channels and data in general do you know that all this time you possessed the ability to monetize your data but it simply eluded you? Well, at Cubera we take the notion of data value share quite seriously, which is why our ecosystem helps you earn from the data you willingly share. It is high time for you to become a part of the ecosystem and experience the revolution first hand.

More than a quarter of the world’s population comprises Generation Z, 26% to be exact. Everyone who is born between the period of 1997 to 2012, comes under the ambit of Gen Z. Like cultural differences, generational differences are also unavoidable. Using the same methodology to sell to different generations will not work. According to the research, on average, every third consumer belongs to Generation Z, forming 33% of the global population. Hence importance of marketing for Gen Z cannot be taken lightly. Gen Z is probably the first generation to have grown up with smartphones and the internet, they have a special relationship with digital communication and technology that the generations before them do not. Thus, marketing to Gen Z requires a particular level of knowledge and understanding of their characteristics and dynamic field of interests. And, to make it most impactful, segmentation of your market and personalizing the market strategy to fit your custom audiences is also imperative. Gen Z a new frontier With a spending power of over $140 billion, Gen Z is the most ethnically and racially diverse generation ever. They are young, tech-savvy, and socially conscious. These modern-day “digital natives” have grown up with smartphones, the Internet, and social media, making them more likely to support businesses that have established clear values, are welcoming to all people, and have a vibrant online community. “They are driving spending, are responsible for some of the biggest societal and cultural shifts we are currently witnessing and are also making choices that will have an impact on us for years to come”, according to Liz Toney, co-founder of PRZM. Below are some of their characteristics that can help you understand them and their inclinations: Financial awareness is a common trait among Gen Zs. In short, they value pragmatism and financial stability. This translates to a stable financial situation brought on by modest investments, consistent income, and conventional spending. Social media, currently, has a direct impact on the self-worth and self-esteem of Generation Z. In fact, the dynamic change of brand identity and brand building was accelerated by online connectivity. Social media is a common way for Gen Zs to display their distinctive personalities in a manner that describes authenticity to them. A technological innovation peak was witnessed by Generation Z. These technological developments affect Gen Z in both positive and negative ways. Gen Zs can broaden their knowledge and become more responsive in digesting new information thanks to the abundance of information. They are, therefore, regarded as a generation of inquisitive individuals with a hunger for new information. This has also influenced Generation Z’s preferences for communication, which are now more digitalized. Certain traits can even be mapped in the search for custom audiences, Gen Zs have a lot of variables which makes the pool extremely diverse. Strategies that can catch Gen Z’s attention Optimize mobile experience Smartphone spins around the life of Gen Zs. Even with numerous gadgets at their disposal, smartphones stand out because of their convenience. According to a recent survey, 75% of teenagers prefer using smartphones instead of desktops. With this generation getting accustomed to phones early in life, their spending behavior relies deeply on that exposure. Make visually appealing content Gen Z marketing requires producing captivating visual content. The average attention span of Generation Z is only eight seconds. This means that in order to keep their audience’s attention, brands must develop compelling content that does so in under eight seconds. Images, flashy bite-sized videos and gifs are the go-to tools when it comes to attracting Gen Z’s attention. This is why it becomes really important for you to focus more on visual appeal than other factors. This is not to say that other factors such as the story, value, benefits, etc. should be put on the back burner. Authenticity and transparency Given the fact that Gen Z’s attention span lies somewhere in the range of 5-10 seconds, it becomes imperative to provide them with content that is to the point and real at the same time. By real we mean that the piece of content they’re being delivered contains all the necessary pieces of information that point toward their authenticity. For example, citing a source and attaching a link is a simple enough process, but when done the right way it paints a good picture in the mind of the consumer. And with the emergence of data-based marketing practices and business models, transparency has become the key component in today’s digital world. The shady practices of big companies have already generated enough distrust in the people’s minds, fueling the same with sketchy claims is definitely not the right thing to do. This is where data transparency comes into the picture. If you’re looking for someone who is concerned about the way their data is being used then you can club such people under your custom audiences as some people might not be that interested in the entire ordeal as well (which is unfortunate though.) Conclusion As people learn to adapt, every innovation and shift in culture brings with it new challenges. If there are any changes, you should be able to adapt as a marketer. In light of this, you should focus on Gen Zs as they represent an emerging group of major consumers. The paradigm shift has not only been felt by companies but it has become a cultural phenomenon as well. From Facebook to Reddit, the influence of Gen Zs can be felt everywhere, its best to bank on it rather than let it slip.  Speaking of banking on the right demographic, having an audience manager lets you focus the right groups for the campaigns you need to run. Who knows, you might stumble upon a lookalike audience that you weren’t expecting before. Well, this is where Cubera comes into the picture, with its state-of-the-art algorithms and identity graphs, you can now complete all the objectives that you want.

Data has become perhaps the best driving force of modern-day businesses. In fact, it is perhaps the best time to be a part of a data company and witness the paradigm shift as it takes place. Back in 2008, 3 out of 10 companies considered a data-driven approach as the viable option. As of 2021, this number has increased to 7 out of 10. With the emergence of frontiers specifically designed to cater to the masses, marketers, and advertisers have started tapping into the intricacies of data. Insights, when extracted can give rise to accurate consumer profiles. These profiles, when taken into consideration can help dispatch ads that pinpoint the desired demographic and deliver upon the results required. Data-driven intelligent systems are spearheading a plethora of sectors these days. AI and its derivatives have become key attributes of nearly every company’s marketing strategy. Data-driven intelligence when coupled with strategies such as Omni channel advertising or full funnel marketing does wonders. But before we dive into the serene waters of data driven intelligence’s perks in the marketing world, let’s shift our focus to something bigger on the table here, Full funnel marketing. Full funnel marketing: The basics To put it simply, funnel marketing is a strategy that involves splitting the entire sales system into three or more sub-sections. The biggest numbers fall within the first step of the funnel, followed by smaller numbers in the next, and so on. Since the objective is to maximize on the profit margins while boost the number of customers, generating hype/awareness automatically takes the center stage. Stage 1: Awareness If you’re a data company, the resources deployed so far in search of the right insights shall help you apply the same to the marketing technique being discussed in full swing here. Let’s move toward the sections that make up a marketing funnel. So, imagine for a moment the structure of a funnel with a wide opening at the top and the narrow one at the bottom. Since every marketing strategy requires gathering the attention of as many people as possible for conversions, this marketing funnel shares the same line of thought at the first stage which is generating awareness. The awareness stage can be tackled with the deployment of pictorial or motion picture ads. The aim here is to establish the presence of a brand in the customer’s mind. And that’s not the only section of the demographic that is supposed to be targeted, the already existing customers are to be taken into account as well. Since a 60-70% chance favors your sale to an existing customer, this awareness stage shouldn’t be taken lightly. Stage 2: Consideration The next stage is the consideration stage where you provoke the customer’s thoughts on your brand’s product/service. This is where you get a little intimate with your approach toward brand-customer communications. Email campaigns, messages, and personalized dynamic content are what drive this stage. Hyper personalization is also a contributing factor here as it makes full use of AI based techniques and tools to read and understand the user’s behavior. If you crack the code to understand general customer behavior, the consideration stage is where the magic happens. Perhaps it is also the stage where you might get enough insight to create a fresh demographic from the existing one albeit a small one. This new demographic shall stand true to the precise attributes that define your ideal customers. Mapping them upon the universal set and finding out your custom audiences can help you re-run the next campaign efficiently. Stage 3: Conversion Perhaps the trickiest stage of the entire funnel, conversion is where all your marketing skills culminate to form the best deal for the customer. A good campaign and marketing effort shall eventually leave the customer with a binary choice for an answer. There’s no in-between here, its either a yes or a no with the focus being on making the customer say yes for obvious reasons. The challenge here is to provide the customer with an experience that transcends every tactic that you might’ve used before. With the margin being 5-20%, you can clearly see why it is tough to sell a product to a new customer than to sell the same to an old one as discussed above. Converting a potential lead to a customer is not an easy thing to pull off, but if you’ve played your cards right with effective redirecting methods the odds might just fall in your favor. Now, what’s in it for data-driven intelligence? Simply put, if the techniques mentioned above fall in line with the AI-based data-driven methodology here, the combination would yield efficient results. With data analysis at its core, the quality of data to be used for the project gets the paramount importance. This is where your zero and first-party data sources shall come into the picture with a noticeable impact. With the right data, the quality of insights obtained from the same can assist you target the right subset more accurately. Data-driven intelligence often gives room for automation and streamlining of processes. Marketing in the digital world now is a carefully created balancing act that stays in the middle of automation and technological prowess, and the deployment of creative messages at the right place, at the right time. The concepts of AI that drive the creation of identity graphs shall give rise to more accurate demographics being tracked and targeted. This in turn will not only increase the efficiency with which new customers can be taken into the loop but it’ll also work wonders for instances where the previous customers are to be wooed. Finding the right custom audiences and using their attributes to map another similar set on the bigger picture is actually the key here. The more like-minded (those sharing a profound interest in your product/service) people you get for your product, the better.And that’s about it So, this is what the combination of data-driven intelligence and full-funnel marketing looks like. If you’re a marketer looking for the right guidance and tools to help you target the audience you need, look

A company’s marketing strategies deserve a lot of credit for their success. One must continuously monitor the effectiveness of the marketing strategies in order to determine which ones are best for the company. Only 39% of businesses say their marketing strategies are successful, although 66% of them use analytics tools to monitor and evaluate the success of their marketing strategy. The two most common marketing strategies are performance marketing and customer acquisition. Later in this blog, we’ll talk about how measurement functions in these two marketing strategies and which one might be better for your company. Performance Marketing In performance marketing, brand pay marketing service providers only when their business objectives are achieved or when particular actions, like a click, sale, or lead, are completed. As the name suggests, it is performance-based marketing. Since they only pay when the desired outcome is achieved, it gives the advertiser more control. Performance marketing makes sure that only effective campaigns are being funded with the marketing budget. More importantly, because all campaigns are highly targeted, marketers consider data-backed decisions and adjust their campaigns based on the result. Performance marketing campaigns typically have a higher success rate. Also, both merchants and affiliates benefit from this. How it works Advertisers put their ads on a specific channel, and they are then paid according to how well the ad does. There are a few different payment options when it comes to performance marketing: Cost Per Click (CPC): Advertisers are compensated based on how often their ads are clicked. This strategy for boosting website traffic works well. Cost Per Impression (CPM): Impressions are simply views of your advertisement. You pay for per thousand views with CPM. Cost Per Sales (CPS): CPS charges you only when you make a sale that was prompted by an advertisement. This system is also widely employed in affiliate marketing. Cost Per Leads (CPL): Similar to cost per sale, CPL charges you when someone registers for a webinar or email newsletter. CPL produces leads so you can contact customers and increase sales. Cost Per Acquisition (CPA): Compared to CPL and CPS, cost per acquisition is more generic. With this setup, advertisers only receive payment when customers carry out a specific action. Pros The key benefit of performance marketing is that it is very simple to implement. This strategy appeals to customers because it ensures swift action and prevents overspending. If the agency that is hired falls short of the mark, it receives less compensation. If it succeeds, a reasonable agency fee is paid. The agency gets paid more if the results surpass the predetermined threshold. Cons One persistent issue with performance marketing is the difficulty in maintaining a good rapport between a client and an agency over time. Goals are generally set and charged for in three tiers: ‘below average,’ ‘performance,’ and ‘exceeding performance.’ When the results outperform the performance a few times and the agency is paid more, the client’s expectations rise after a while. The performance tier for exceeding performance is reduced to average, and contracts are renegotiated or terminated. Customer Acquisition Customer acquisition is nothing but the process of acquiring new customers. Getting new customers entails convincing people to buy a company’s products and/or services. A Zenith Media report claims that in 2022, digital customer acquisitions are at an all-time high. Companies and organizations use the cost of customer acquisition to determine the value customers bring to their businesses. Customer acquisition management is a set of processes and systems for dealing with customer inquiries and prospects generated by various marketing techniques. Customer loyalty programmes, customer referrals, and the like are examples of successful customer acquisition strategies. Customer acquisition management can be summarized as the connection between customer relationship management and advertising, as it is the critical link that allows for the effective acquisition of custom audiences. How it works Finding quality prospective customers and reaching out to them through call centers and mailing lists is the first step in any fundamental customer acquisition strategy. Getting in touch with prospective customers enables businesses to identify the people and organizations that have expressed interest in or have used products and services similar to those offered by your company. The leads are then further qualified by businesses using a variety of research techniques to ascertain their viability. If you believe you will be able to acquire this new customer, his status is upgraded to prospect and he is assigned to a salesperson for further interaction. Pros It is impossible to expand into new markets or capitalize on expansion opportunities unless customer acquisition occurs. For new businesses entering the market, a combative acquisition strategy is critical to increasing brand awareness and sales. Customer acquisition is a simple metric to define for businesses; all you need to know is whether a customer is purchasing from you for the first time. This can be accomplished using tools like Google Analytics, making it simple to see if the acquisition strategy you are using is working. Cons It’s no secret that customer acquisition strategies are extremely time and money consuming for businesses. This quickly turns into a significant drain on your resources, especially if you aren’t making the most of every new client.  It’s not uncommon for businesses to spend all of their marketing budgets on customer acquisition, leaving little money for customer retention. However, the ROI decreases significantly when acquisition efforts aren’t coupled with a workable plan to encourage repeat business.

The number of people using their devices to shop and browse has increased drastically in the past few years. As a result, multiple-device usage has increased exponentially over the years. Subsequently, each user activity across these devices will leave a trail about a customer’s vital data which, if stacked together, can provide a precious piece of information over time. Users operating across these various devices can have different identifiers ranging from work email addresses to IP addresses at home or office. Nowadays publishers and advertisers across the globe need help in facing new and unique challenges for understanding user behavior. If publishers and advertisers don’t possess the appropriate online and offline data, all their marketing efforts will be in vain. There was a time when cookies were the perfect way to understand customers’ traits and preferences. Unfortunately, as Google decided to phase out third-party cookies, it became a dire need to bring forth an alternative and better solution to identify customers to improve the marketing campaign’s efficiency. As a result, Identity Graph proved to be a perfect solution that addressed the issues at hand. What Exactly is an Identity Graph An Identity Graph provides an integrated picture of the customer that allows for a comprehensive, reliable and ever-evolving view across all the touch points including mobile and web apps. An Identity Graph is essentially a database that stores various identifiers, making correlating with individual customers easier. Identity Graphs provide demographic, geographic, behavioral purchases, and other valuable information about a customer ,making the customer addressable to deliver an enhanced customer experience. With an Identity graph in place, it is easier to differentiate between a user who made the purchase on a website and a user who purchased on a mobile app. How does an Identity Graph function? Now we can dive deeply into knowing the functioning of the Identity graph and the workflow in detail. Online data collection – The process starts with capturing and centralizing data from various channels, such as websites and mobile apps, and storing identifiers like device ids or hashed email addresses. Offline data collection – As an alternative to online data collection, offline data can also be collected efficiently through multiple sources such as CRM to incorporate identifiers such as demographic information and customer IDs. A universal ID binds all profiles together once all data has been collected and the users have been recognized. Data from these universal ID’s is included both online and offline and is guaranteed not to expire. The process ends with the company providing identity graph searches, matches, and refreshes the profiles to ensure that data is up to date and profiles are complete. User Profile types within the Identity Graph Authentic Profiles -As the name indicates, authentic profiles, otherwise known as persistent profiles, require logging in by the users. The Identity Graph braces the user’s login data with other data to identify the same user across multiple channels. Non -Authenticated Profile- As these profiles are created using temporary identifiers such as cookies or device IDs which exist for a short period, they provide a partial view of users, making them less reliable across devices in the long run. Now we briefly discuss the two major matching methodologies by which the Identity Graph match users’ data. Deterministic Matching – Deterministic matching uses known data such as logged-in data and hashed email addresses to recognize the users on various devices (mobiles, desktops) they are associated with. Since the users’ data is authenticated, there is a guarantee of 100% certainty in deterministic matching. Probabilistic Matching – In contrast to deterministic matching, this type of matching connects users between devices utilizing their anonymous data such as browser type, IP addresses, location, and operating system. Probabilistic matching is perfect for scalability, but the limiting factor is that matching rate is not accurate compared to deterministic matching. The advantages Identity Graph can offer Now we can discuss the several benefits of Identity Graph and how advertisers use this to improve the efficiency of marketing campaign Strenghten User based targeting – As discussed earlier, the customer consistently engages with a bunch of devices or channels, making it hard to accurately identify the same customer associated with a particular channel or device. With the advent of the Identity Graph, these challenges were swiftly overcame  by efficiently connecting all the identifiers so that users can be recognized and targeted easily with the appropriate content and ads across different channels. Boost User Involvement – As Identity Graph contains offline and online data, it facilitates a holistic view of a user, which helps to determine the opportunities to increase user engagement. Consistent user engagement can help derive valuable insights about them, facilitating the personalization of products and services. Collecting user data constantly and updating the user profile enables comprehension of users’ behavioral change. Uplift the effectiveness of advertising campaigns – An identity Graph compiles all data in one place, allowing advertisers to measure the reach and frequency of their ad campaigns. Thus, advertisers can evaluate their advertisements’ performance across several channels, optimize their setup, and reduce their ad spend while increasing their return on ad spend (ROAS) Factors to consider while bringing in an Identity Graph Vendor Let us discuss some important factors while onboarding an Identity Graph Vendor In real-time advertising, advertisers and publishers strive to identify users so they can instantly provide suitable content and advertisements on any device. This process becomes impossible if third-party cookies are used as identifiers in the Identity Graph. To resolve all these issues, Identity Graph must use permanent identifiers, which helps advertisers build a stable and updated profile over time. Ensure that the Identity Graph touches all touchpoints, drastically improving the chances of knowing the user better, thus enhancing the match rate. We discussed before that deterministic matching is way better in terms of accuracy. Because deterministic matching requires a login system on websites, many publishers may need that facility, resulting in a scalability issue. An identity graph provider that supports deterministic matching is better if your subscription model asks users for their