Marketing Measurements
Every Marketer cares about a few measurements everyday;
- Is my digital traffic consistent and what variables are affecting it?
- How many users are loyalists, some on the fringe, and some that need to be converted?
- Which of my spends are effective?
- Am I spending redundant advertising?
- Are some of my campaigns completely ineffective?
- Do I need to amplify some aspects of my marketing lifecycle?
But, the most critical of these topics is accuracy. Without accuracy in digital marketing measurements, the marketers in your organization are all guessing.
Accurate metrics
The marketer wants an accurate copy of what's happening with traffic across channels. While keeping at the back of the mind what campaigns are running, the marketer wants to ensure that visits, returning visits, and longer retained numbers are accurate and consistent to the spend happening to drive these users back.
Figure: Accurate cross platform metrics computed automatically in your Cloud Prem
Accurate goal tracking
To be able to track key events along the customer journey that the marketers are trying to optimize against, the marketer can set any leads or conversion events directly without having to set goals or do any work.
Select the event, filter it and get going; that simple. Filter them over time or filter by marketing campaigns is very straightforward. Finally, download reports as required.
Figure: Modern and workflow based goal setting and answers real time
Accurate marketing attribution
For marketers its key to know what campaigns and how much marketing spend drives an organic or a paid user to convert or drive towards becoming a lead user.
With Blotout, this is fully automated and you can get your multi-channel, multi-campaign reports by just clicking buttons add any customer journey events; on site, in your BPO, via your marketplace partners, etc.
Figure: Automated multi-channel multi-touch attribution
Accurate marketing measurements (CAC, ROI) with Lookback windows
Finally, for marketers its key to understand, both, their cost of leads, acquisitions and return on their spend.
With data accuracy in question, it is hard for any marketer to be able to measure their campaigns to understand key metrics. Blotout will enable marketers to be able to pull their campaign data from Google, FB, Twitter, etc. and do measurements right in their warehouse.
Blotout will introduce four key measurements;
- CAC - accurate cost per acquisition metric compute in your warehouse
- CAC++ - expand the cost per acquisition metrics via lookback windows which allow the marketer to attribute to campaigns beyond the attribution window
- CPNU - accurate cost per new user driven by their campaigns
- CPRU - accurate cost of pulling a user back in to the journey to loyalty
Figure: Measure CAC, ROI in your warehouse (Intelligence, not data pipes)
Reporting and Verification
To ensure that the marketer can validate their budgets and conversions, they can get the entire customer journey in their reports to show veracity. Standard reports are part of every chart so a PDF or an excel can be downloaded at any time.
Figure: Get real time reports in your lake or warehouse
Adding Warehouse and Offline data
It is very easy for your marketing teams to add your warehouse data and/or add offline data excel spreadsheets.
With Blotout, the uploaded data easily gets added to customer journeys or user personas, enabling the data for your marketing teams to use for optimizations.
Consented Campaign Server Side Conversion pixels (Q4, 2021)
Today, your pixels are blocked via ad blockers and are limited to 7 days on iOS and on browsers like Safari. And other browsers like Firefox limit them to a day.
This makes the entire process of campaign optimization very limited. By moving pixel management to the server side within your own domain hosted server,
To ensure that the server side pixels stay onside to privacy laws, the integrated consent management ensures that only pixels for consented users are shared back with channels.
Note: Talk to us at about our synthetic pixels that share no first party customer data with your marketing partners (Alpha testing only in 2021)
Consented Remarketing (Q4, 2021)
Very similar to server side pixels, retargeting pixels enable marketing partners to enable remarketing on their closed systems.
Similar to the server side pixels, only consented users are enabled to be remarketed to and the system checks for consented ahead of remarketing pixels.
FIgure: Adding CSV, G-Sheets, or Warehouse data with No Code
Optimized and Consented Audience Management (Q4, 2021)
The Audience management system provides two clear features using customer data for users that have consented for the marketing purpose.
- Optimized: the system automatically picks up users that are the most loyal and have the highest ROI and shares it with marketing channels
- Consented: Ensure that users were consented to enable an audience lookalike transaction with marketing channels