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The post-Covid world has witnessed a surge in almost all sectors of e-commerce activity, emerging technologies and improved advertising techniques such as Omni Channel advertising shoulder the blame. The deployment of AI and Machine Learning concepts to B2B and B2C models have resulted in improved conversion rates and enhanced sales figures. Marketing and advertising have come quite a long way, from the humble Out of Home (OOH) format to the next-gen Web3 iteration, the world has witnessed it all. Looking for new customers has its own set of challenges. Taking into account the emergence of new trends and technologies, picking out the right set of people who shall be interested in your product/service can be a bit tricky. The universal set of customers has become more diverse than ever before, diversity seemingly has been increasing exponentially in this digital age. While AI and Machine Learning have driven efficient results, there’s more to their deployment than automation. The surge in AI reliance for acquiring new customers and engaging them has become more noticeable. Close to 56% of leading marketers believe the fact that AI-based data-driven marketing is more accurate and efficient than experience-based practices. Lead generation in the age of big data, with streams of zero, first, and third-party data calls for efficient and out-of-the-box methods. While techniques like Lookalike Modeling look and work great on paper, their deployment often calls for improvement. Lookalike Modeling: The Basics Speaking of Lookalike modeling’s proposed enhancement, one should first understand what it is in the first place. Your zero-party data strategy might be working well for the existing set of customers, but what about the ones you’ve yet to discover? This is where Lookalike Modeling comes into play. Lookalike Modeling assists the advertiser in identifying and targeting those segments that act and behave in the same way as their current customer base. The best part is that the predicted segment hasn’t been reached out to yet. This technique not only allows the advertiser to tap into new segments but also helps them streamline their strategies on the current customer base. Omni Channel advertising techniques can benefit from Lookalike Modeling a lot since the deployment of customer-centric content across multiple channels can also garner a similar response from the segments that are projected to be potential targets. The Omni Channel advertising technique has become a mainstay of a number of industries today. A good marketer with the right know-how can retain 90% of the customers using the Omni Channel Advertising technique alone. This reliance on Omni Channel also necessitates the usage of Lookalike Modeling. The aforementioned points on Lookalike Modeling paint a very good picture for advertisers. However, one shouldn’t rely solely on the current practices alone. Being aware and on par with the upcoming trends can not only benefit your existing marketing strategy but can also help you with the updates you’ll be making to the said plan in the future as well. Here’s what the future of Lookalike Modeling might look like The complexity of algorithms driving complex systems only tends to increase with the passage of time. As of now, a gazillion systems might be running on the same algorithm as yours. So, how would you establish the differentiating factor and gain the edge? Well, in such situations, the data becomes the differentiating factor. This is where your zero- party data strategy can be taken advantage of. Data has always been the buzzword, but the addition of terms like “privacy,” “encryption,” etc. to the mix has turned out to be a strong driving force when it comes to attracting new customers. Lookalike Modeling’s fuel, when enriched with state-of-the-art encryption techniques and improved zero-party data inclusion shall give rise to accurate targeting and acquisition of customers sharing the same interests as the ones from your current campaign. The future of Lookalike Modeling is nigh, and this is what you need to know: The paradigm shift is inevitable For the most part, supervised learning when combined with Lookalike Modeling gives decent results. The problem, however, arises the moment an unlabeled data set is fed to the system. This reduces the chances of exploration of attributes that might not be visible at first glance. The inclusion of unsupervised learning after going through a series of supervised cycles has been shown to yield accurate results. Since unsupervised learning doesn’t work with labeled data sets, the discovery of hidden patterns is carried out by the system itself. This technique gives rise to the discovery and probable targeting of traits that are subtle but important for the most part. Some subtle traits might even turn out to be the new identifiers for the data set that you’re willing to target in the upcoming days. The human clearance won’t lose its viability While the shift from supervised to unsupervised learning is inevitable, the idea of eliminating human clearance cannot be achieved. The reason being that human clearance at the end of the day might put the entire process back on track if it has deviated from the way before. The reliance on unsupervised learning has its benefits, but one cannot be entirely sure of the results shared after the modeling process. Certain aspects if added to the set of potential customer behaviors might end up creating a different persona altogether. And if the modeling process continues to work upon the wrongly evolving set, the results will start to vary, and in some cases, they might even vary drastically. Hence, the need for human intervention has been prophesized. Creation of sub-models with evolving privacy measures Data privacy has not only become mainstream but has also become one of the major factors that has led to the adoption of new and safe data extraction methods. Industries are focusing more towards the self-declared aspect of data than the extraction process. Your zero-party data strategy will do wonders if done the right way, establishing faith is a key component of the extraction process. However, the extraction of said zero-party data has to evolve with the evolution of privacy regulations as well. This brings into account the deployment of sub-models. Think of them as smaller repositories

The year 2022 has been a period of uncertainties, where the entire world economy has gone through a disastrous pandemic era. The Covid-19 lockdowns and restrictions drastically impacted every business, it gave them a rejuvenating time to regain their energy and commence operations at their full potential. As we are on the verge of entering a new year, economic recessions are the other major threat that we are confronting at this phase of time. This will make it erroneous for the inception of innovative ideas and only those who are incredibly expert and prove the value of their product will survive. This blog will introduce you to the AdTech trends that could produce notable outcomes in the upcoming year. New Strategies of the AdTech Industry Long-term brand building The uncertain scenario always compels marketers to conduct performance marketing rather than building a strong brand. Ideally, marketers should give great prominence to the long-term brand building so that when consumers are ready to purchase, this brand has to be at the top of their minds.  Performance marketing is always imperative but at unpredictable times, marketers must move forward with a strategy that can drive sustainable results. Proficient marketers must coordinate brand-building and performance marketing as one, simultaneously resulting in higher er r er OAS( Return On Advertising Spend). Subsequently, it ensures the brand’s popularity above everything. Value-based decision making  For a brand to sustain itself in an unprecedented time, advertisers have to align their activities with the values of their target audience. This is what we saw when Elon Musk takeover Twitter which resulted in half of Twitter’s top 100 advertisers seemingly halting spending on the platform amid brand safety concerns. In the upcoming years, we are going to witness a drastic change in businesses to operate in an environmentally sustainable way to meet consumer expectations. As far as consumers are concerned, they are least interested in brands talking about sustainability, rather they want to see it embedded into business strategies. High focus on first-party data  Until now advertisers heavily depended on third-party cookies for collecting data. The surge in privacy-driven restrictions has consequently resulted in the compulsion of the entire digital advertising industry to reanalyze its marketing strategies. Due to the recently announced privacy regulations, marketers have to come up with a new solution to target the audience. Contextual audience targeting by Adtech companies is probably going to become quite popular in 2023. Contextual advertising is a kind of targeted advertising that takes keywords and content of the webpage into consideration when displaying ads instead of user behavior. Efficient utilization of video advertising campaigns  Video can grasp the attention of the audience far better than any other medium. Thus, video ad campaigns can produce more lucrative results than any other mode of advertisement. The recent statistics on video advertising ascertains that viewers are likely to retain 95% of the information they receive through video, compared to the 10% absorption rate via text. The impact of video advertising campaigns was much evident from the social media platforms like TikTok, Instagram, and YouTube. As these platforms staggered into popularity among users has motivated brands to utilize these channels for running their ad campaigns.  Brands can make use of video ads to raise awareness and make consumers about their brand. To make it highly successful, they have to research how their audience consumes video to mitigate their efforts. Transparency in brands  The year 2022 has been filled with a growing awareness of online users’ privacy rights, 2023 can be foreseen as marketers’ efforts to adapt to new changes formulated out of privacy issues.  As advertisers highly want to integrate their brand values and beliefs into users’ requirements, they will have to completely redefine their marketing strategies.  There are more chances to shift their focus on the value exchange between marketers and consumers where advertisers have to think about marketing efforts that build trust. High effectiveness of CTV  Data-driven connected TV viewing is expected to proliferate remarkably considering the fact that more than 68% of TV viewing already is from streaming devices. Hence, CTV can be included among the ones that provide subsequent advertising opportunities in the year 2023. AI in digital marketing  Artificial intelligence(AI) has found its role in digital marketing due to the challenges that both publishers and advertisers confront when trying to run effective ad campaigns. When companies leveraged traditional strategies and techniques to analyze data and monitor performance they still struggled to reach the desired customers. Eventually, companies started to embrace AI solutions to achieve targeted results due to big data analytics. Thus, companies started to make better predictions and more result-driven strategies. Traditional panel-based distribution  Marketers are turning to new technologies that maintain track of continuously changing consumer behavior as traditional panel-based measurement fast becomes obsolete. They are moving away from conventional panel-based measurement and shifting their spending from linear TV to CTV as they search for new alternatives. To sum up The change to privacy-first advertising and the widespread deprecation of ad IDs will propel programmatic advertising into an inventive phase in 2023. For the industry to adapt and flourish, the adoption of industry standards, consideration of contextual signals, and development of open data exchange channels will be essential. First-party data sources are essential for efficient brand promotion as always. Additionally, programmatic advertising may succeed as we move into the year 2023 if we take advantage of emerging techniques in the market like CTV, DOOH, digital audio, and gaming.

Across all online platforms, including personalized website content, social media channels, or even their YouTube or Spotify premium playlist, 81% of consumers today expect brands to learn about them and offer them individualized content. Users yearn for a personalized experience that will speed up, simplify, and, above all, make their decision-making process intuitive. However, some brands might still struggle with personalization. Mention reports that 83% of marketers say their biggest challenge is correctly implementing it. Customer Engagement by making personalized website might not appear as difficult now that AI-powered personalization platforms are available. The blog discusses some recommendations that should help your company create user-tailored content for your website to boost engagement. Strategies to personalize your website You can’t really personalize a visitor’s experience on a website without having the right kind of visitor data to support what you’re planning, so that is where the problem lies when it comes to website personalization. Your ability to create and add more individualized content to your website as well as boost engagement and sales will increase as you learn more about your visitors. Below are some ideas which can help you in personalizing your website. Collecting data of the visitors The secret to boost customer engagement in a customer-centric and highly dynamic marketplace is the ability to grab the attention of your prospects while collecting the right kind of data and successfully using it to smoothen your marketing strategies. Additionally, businesses that can use this information to their advantage outperform their rivals by 85% in terms of sales volume and 25% in terms of gross margin. It’s important to consider the type of visitor data you have to comprehend your prospects as you begin to develop a strategy to implement website personalization. After that, you can determine the most effective methods and ways to provide the experience the visitors expect by utilising the power of predictive analysis and machine learning. Customer Profiling The next step is creating customer profiles after gathering the visitor’s data from all the necessary sources. A customer profile, also referred to as a persona, acts as a thorough manual that explains the strategies you can employ to connect with your ideal target market. It provides you with a detailed understanding of your customers’ objectives and what they are searching for on your website, which can be used to develop more specialized messaging strategies that will appeal to them. Goal Setting Here’s where you start setting goals for your website and for each of your customer personas. Goals can range from boosting conversions to decreasing bounce rates, facilitating the discovery of products or services to encouraging repeat business, and much more. Additionally, your objectives may differ based on various audience segments, organizations and industry, and even geographical locations. Creating a strategy Preparing foolproof strategies to customize your website to increase customer engagement is, practically, where you start your personalization journey. Having a strategy streamlines your processes and systematizes your performances. It enables you to have a clear picture of the roadmap to your goal and doesn’t let you lose your track. As far as customization of the website is concerned, Homepage, Product Page, Search Results, No Search Results page and Shopping Cart Page are the pages that should be on your priority. Implementing the strategy Creating a strategy is not enough; thorough planning and implementation of the strategy are also required to boost engagement of the customers. After all of the preparation work has been completed, it is time to begin creating actual campaigns to carry out your personalization strategy. Write down all of the major goals for the website personalization program before it begins. Make a list of all the pages and elements you want to improve and customize. After you’ve identified campaigns and made all of your other preparations, the next step is to create a system for prioritizing your written campaigns. Compare the expected effects of each campaign to the level of difficulty. Use the appropriate algorithms to optimize your campaigns. It is also critical to test and iterate on website personalization campaigns on a regular basis. Measuring the success It’s crucial to use the appropriate metrics to assess how well your website personalization is working. Not just in terms of charting the effectiveness of the campaigns you drafted and implemented, but also for figuring out your ROI channels and assessing how well they’re serving you. Benefits of Website Personalization The essential component to improving the user experience is personalization. Your users’ possibilities of entering the conversion funnel and becoming devoted customers increase the better you cater to their needs and wants. The following are some advantages of customizing your website: Personalization of your website can improve your customer’s experience. You can get more qualified leads who are more likely to enter your sales funnel. By customizing your website, you can optimize your landing pages. Understanding your website’s visitors, prospects, and customers better and providing them with a personalized experience increases brand affirmation. Conclusion Web personalization is a field of knowledge that enables you to connect with your customers effectively and efficiently, engage with them, enhance your cross-channel marketing strategies, and multiply your ROI. Cubera can assist if you want to customize your website to give your customers a better experience. Your customers’ preferences can be understood and catered to by using Cubera‘s rich identity graphs and zero-party data.

The holiday season brings forth a plethora of opportunities for buyers and sellers alike. It’s a win-win situation for all of us. As per the numbers, this year’s holiday e-commerce activity shows an estimated increment of 15.5%. This brings the total number to a staggering $236 billion when it comes to overall holiday e-commerce activity. In case you’re wondering how to target your custom audiences this year, fret not for we’ve got you covered. As a marketer, you’ll be dabbling into the realm of e-commerce almost on a daily basis. This constant involvement calls for a robust strategy that’ll assist you in increasing your ROI. Marketing in its own right is one of the most powerful and accessible tools to garner people’s attention toward your brand. For example, the cost of digital content marketing is 62% less than the conventional methods. ROI dictates almost all business actions these days. The better the numbers are, the more likely your business is to gain an edge over the competition. So, if boosting your ROI is such a crucial aspect of establishing your brand’s presence, what steps should you take to achieve the best results? Well, this is where the following points come into the picture. Personalization is the key Running a personalized marketing strategy works wonders for your business model. To put it simply, the more personalized your approach is, the more likely the customer is to believe you. Close to 80% of customers are highly likely to buy from a brand that approaches them with a personalized ad, mail, or any other message as per their marketing campaign. Once you’ve established your understanding of your target audience, you can study their buying prowess and map the results with a cohort that shows a similar interest. This establishment of understanding between your brand and the customer is crucial as 70% of customers show loyalty to the brands that understand the customers’ needs. Speaking of the aforementioned mapping process, you can in fact create your lookalike audience from the existing bunch that shows interest in your personalized approach. Absolute personalization can also be achieved if you take into account the data that you’ve been gathering all this time. You can deploy sophisticated AI-powered automation, combine the existing zero-party data with third-party data streams, and a robust audience manager. The more channels you tackle, the better One absolutely effective way of creating custom audiences during this holiday season is to approach them on as many channels as possible. It’s pretty simple, allocate a budget for the total number of channels that you wish to reach people on. There’s a catch though, it’s up to you how you spend your money on each channel. Say, if a strong set of customers are flocking to a couple of channels out of a dozen, then it would be wise to invest more on the two channels than the others. For example, as of 2021, users have been spending an average of 10 hours per month on Instagram. It trails right behind Facebook as the most probable social media platform for marketers on this planet. So, as a marketer looking for the right channels to tackle during the holiday season, you would be more interested in Instagram and Facebook than other social media channels. Emails have been a strong channel for marketers as well. With personalized email copies, marketers have been able to target the right audiences at the right time. Global email users are expected to reach a figure of 4.48 billion by 2024, one more reason for you to choose email as another potential channel from the list of channels. Location-based marketing can work wonders for you A whopping $66.61 billion market size is expected to appear on the horizon by 2028. This figure relates to the location-based services aspect of businesses. While the digital realm attracts almost a gazillion users every day, brick-and-mortar stores are adopting trends to stay in the game as well. You can literally use a certain percentage of your custom audiences who might be in close proximity to a physical store with an enticing offer. In fact, you can target the said chunk via personalized emails and messages, reminding them about the latest offer that the brick-and-mortar store is talking about. Location plays a huge role in determining your customer’s buying behavior as well. The more options a place offers to the customer, the more they’ll be interested in exploring it. You can also gather intelligence based on one location and map the same on a separate one to get a lookalike audience for your campaign. Loyalty matters, probably the most Perhaps one of the most important aspects when it comes to preparing for the holiday season is your ability to retain the customers you come across. Customer loyalty gives rise to customer retention which is just the icing on the cake. Customer loyalty management is literally a thing and it shouldn’t be taken lightly, in fact, the said industry is valued at $4 billion as of 2022. And, it is expected to reach $18 billion by 2028. Establishing loyalty is a game of patience while providing the best services to your long-time customers. Moreover, you can start a set of exclusive perks and rewards for those long-time customers who have been loyal to you. Their loyalty is not only a permanent number on the statistical sheet as they can also help you increase the existing number of customers quite efficiently. References work tremendously in favor of businesses. A reference from a loyal customer is more likely to get a new customer onboard. Plus, the fact that it costs more to acquire a new customer than to retain one, also falls in your favor. Long story short The holiday season involves a ton of planning and the right execution of the said plans at the right time. While increasing the ROI is everyone’s go-to approach, deploying the right strategies is what drives the numbers you’re looking for. If you’re a marketer struggling to keep up with the right tools and data for your campaign, then Cubera is your go-to option. With a state-of-the-art audience manager, algorithms, identity graphs, and much

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.