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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

Cognitive computing has become one of the many buzzwords around the digital realm as of now. The mere thought of being able to create a system with all the bells and whistles of the human thought process is mesmerizing. As of 2019, the global cognitive computing market was valued at $11.11 billion, by 2027 the same figure is projected to reach a whopping $72.26 billion. Turns out that Omni channel advertising when combined with cognitive computing techniques works wonders for advertisers and marketers. Since modern-day marketing revolves around the efficient exploitation and cycling of the consumers’ data, AI and Machine Learning have stepped up their game drastically. Cognitive computing is often identified as a subset of AI and for the right reasons. This is how cognitive computing changes everything Although AI is often overhyped in the current digital space, its stellar growth over the last few years cannot be denied. Cognitive computing, being the promising subset of AI has started to become a great asset for marketers. The changes it brings forth are not only welcome additions but it also brings forth a wave of paradigm shifts that weren’t seen before. Here’s what’s cooking in the Cognitive computing realm and how it is impacting the marketing domain for the greater good: Access to unstructured data As mentioned above, marketing revolves around the data generated by the customers. However, for a long time, this data hasn’t been used the right way. While Omni channel advertising has gained traction recently, the emphasis on data quality has gained the spotlight only recently. The data realm is filled to the brim with unstructured data such as, images, audio files, websites, etc. Close to 80% of the data that we come across is unstructured. While the insights that you need might be there, the same cannot be said about the ease with which this information can be extracted. Cognitive computing enables you to enter the realm of unstructured data and extract the information that you need to keep your campaign growing at the right pace. This enhanced capability of processing huge amounts of data if done at the right time can yield great results. Close to 46% of early adaptors of cognitive computing experienced enhanced security with reduced risks. Setting the tone While the direct correlation between marketing and cognitive computing can be a bit tricky to establish, one prominent sector that benefits from cognitive computing is tone setting. Every marketing strategy involves content in written form. Even the images require written content to relay the necessary data. Here’s the thing, the piece of content relaying the information at the end of the day has to have a tone. And just like every piece of media ever written, the tone of this content plays a major role in determining the relevance and its ability to establish interest in the minds of the audience. Taking Natural Language Processing into account, cognitive computing can be used to deploy sophisticated tools that ensure that the right message is sent at the right time, to the right place. Content tone analyzing tools can help determine and enhance the way marketing content is written and portrayed to the masses. Systematic data tracking Another benefit of cognitive computing is its capability to identify, track, and allocate data to the party looking for it. For the most part, companies store the data of their choice in silos, while it helps them store all the data they like, it becomes a bit difficult in finding the relevant pieces for specific operations. Cognitive computing helps establish a relationship between the demand and the data required for the same. What it does is it finds the relevant data from the silo and pass it to the desired operation. Interactive ad creation Ad creation process has become more interesting with the emergence of cognitive computing on the marketing front. Brands like Toyota have recently introduced a two-way interactive ad that allows customers to establish contact and talk to their brands on the products on offer. This process takes into account multiple aspects such as natural language processing, behavior analysis, and machine learning to name a few. It has brought about a change in the way ads have been made up until now. Digital marketing relies upon running a ton of successful ads (especially the Omni channel advertising realm) with the right messages. This feature not only allows brands to experiment with the way ads are made but also creates a dynamic structure that is sure to give new insights to the system with every human interaction. Eventually, this feature shall increase the knowledge pool of the campaign and shall help target the necessary demographics. And that’s all folks Predictive analysis is one major aspect that has been using cognitive computing quite frequently. With a market size of $6.50 billion as of 2019, predictive analysis software have started to become quite mainstream now. With the aforementioned points, as a marketer, you can definitely be sure that cognitive computing works, and is perhaps the way to the future as well.  Speaking of the way to the future, if you’re looking for the right avenues and tools to start cloud advertising in India with efficient insights and the capability to monitor cross-device analytics, Cubera is the name of the game. With state-of-the-art features and tools at your disposal, its time you boost your ROAS like never before.

More than 75% of sales at an eCommerce site are lost as a result of customers leaving their carts unattended while making purchases online. Smartphone has the highest rate of cart abandonment when compared to desktop, tablet, and other devices, with almost 86% of all transactions closing in a loss of revenue. If customers don’t return and make a purchase later, abandoned shopping carts reflect a sizable potential loss in revenue. According to a study, 69% of online shoppers will add something to their carts but not complete the transaction. 59% of online buyers keep ideas in carts while they browse. 42% of people enter their emails to start the checkout process, but they do not make a purchase. Prioritizing the decrease in shopping cart abandonment is not solely about making up for lost revenue; it’s also about strengthening your eCommerce website and enhancing user experience for your custom audience as well as lookalike audience to increase conversion and customer retention over the long term. Common Reasons for Cart Abandonment The secret to reducing your rate of cart abandonment is to understand why your customers leave their shopping carts empty. However, determining why is not an easy task. After analyzing data, studies indicate the following reasons shoppers abandon their carts: 48% of shoppers abandon carts because the additional cost, which includes shipping, tax, and fees, is too high. Because the website requires them to sign up, 24% of them abandon their cart. 22% of the shoppers abandon their cart due to slower delivery. 17% abandons their cart because of the long and complicated checkout process. 13% leave the cart because of website crash. 12% of the shoppers abandon the cart if they do not find returns policy satisfactory. Customers can’t be stopped from doing comparison shopping, but you can send out extra information that makes your business stand out from the rest. Free shipping, guest checkouts, a variety of payment options, and streamlining the checkout process to a straightforward one-page interface should all be taken into account. Since the majority of people look for coupon codes, encouraging customers to make a purchase might increase conversions. Personalize the Online Shopping Experience to Close the Deal Taking a personalized approach to your online shopping experience allows you to potentially resolves a problem, it shows the customer that you are aware of and care regarding their experience, and it kindly reminds the customer of an unmet want or need. To turn browsers into buyers, there are a number of efficient ways to personalize the online shopping experience. Use overlays at the first indication of potential abandonment Deploy an overlay to alert visitors to the products still lying in their cart the moment they attempt to leave your website or stop the checkout process. Offer free shopping or a discount code as an inducement to custom audience that is price-sensitive in order to entice them to their shopping cart and finish the transaction. You can easily encourage online visitors to complete their purchase by engaging with them during this critical stage of the customer journey. Recommend additional complimentary items at time of checkout To give customers an additional incentive to finish their purchase, you can offer them complimentary items at the checkout after analyzing data of their known carts. Think about supplemental purchases like socks for sneakers or a phone cover for smartphone. These goods aren’t just “nice-to-haves” that make the customer happy and excited; they’re also very relevant because they’re connected to the main purchase. Use on-site recommendations according to your customer preferences On-site overwhelm is among the most common complaints made by customers. Online shoppers frequently feel overwhelmed by the selection of goods, whether they are looking for a dress or a fresh skincare regimen. Overwhelm breeds frustration, and frustration frequently results in cart abandonment. Make an investment in smarter on-site product recommendations by analyzing data of the existing customers to combat this issue. You can use either first-party or third-party data as long as it helps you give the customer suggestions that are timelier and more relevant. You can also use the existing customers’ data to target a lookalike audience. Improve menu bars and landing pages Regardless of how many visitors visit your website, each landing page must perfectly convey the essence of your brand. This necessitates the creation of customized landing pages based on user browsing time of day, habits, location, etc. The likelihood of a sale will rise and the customer experience will be improved. To help customers find a product more quickly and effectively, reorganize your navigation bar on the basis of category preferences or affinity. This increases the likelihood that a transaction will occur. Keep customers engaged on other platforms through personalized messages It’s crucial to remember that cart abandonment prevention strategies shouldn’t stop at your website. Consumers frequently get sidetracked or are on their mobile devices while browsing but want to finish the transaction on a desktop. Personalized email reminders are a successful strategy to entice cart abandoners to visit your website again because an abandoned cart does not always indicate a lost sale. Notify them about the items that they left in their cart by using messaging and creative that are specific to the shopper’s interests and remind them to checkout. You can also use a promo code in the email nudge as an additional incentive. Conclusion So that’s everything there is to know about lowering website abandonment rates through website personalization. A great shopping experience requires work to create. Do not pass up this chance as it may help make up for what was lost. To put it briefly, you only need to worry about providing an experience that both new and returning customers will enjoy. If you are looking to improve your company’s operations for both your clients and yourself, Cubera can help. Cubera’s rich zero party data and identity graphs can help you to understand the tastes of your clients, find a lookalike audience for your products and services and give them a personalized experience.