We are looking for an experienced analyst to join our Analytics team as an Insight Analyst in our rapidly growing office in Angel Islington.
Following the news of our award win at Effective Digital Marketing Awards last week, we’re very excited to be shortlisted in the Marketing Week Masters Awards! NMPi are up for Best Travel/Leisure/Transport for our East Midlands Trains campaign: “Winning Back The East Midlands From Trainline.com”.
Our work with East Midlands Trains has already picked up 3 awards so far this year. At the Drum Search Awards, we won Best Travel/Leisure/ Sports campaign, and we took home the gold for both Best Paid Search Campaign and Best Travel and Leisure Campaign at the Performance Marketing Awards.
Marketing Week Masters Awards are incredibly competitive and showcase the best of the best across different industry sectors and channels. It is an honour to have been shortlisted, and we look forward to the results on the 6th October.
Marketers have spent the best part of two decades collecting as much data from consumers as they physically can; more data than they can use. In theory, all this information can be translated into data-driven decisions. This is the real benefit of these swathes of data, but many haven’t taken advantage of this.
Perhaps this over-hype comes from the sheer magnitude of observational data the “big three” hold. Google receives more than 4 million search queries per minute from the 2.4 billion Internet users around the world and processes 20 petabytes of information per day. Facebook’s 1.3 billion users share 2.5 million pieces of content each minute. Amazon has created a marketplace with 278 million active customers from which it records data on online browsing and purchasing behaviour.
Regardless of why we collated all this data, it is our responsibility as marketers to make the most of all of this data to drive both more success in marketing campaigns, and more value for consumers.
4 Ways to Utilise Data
In online retail today, the inclusion of consumer reviews has become a common practice, allowing brands to be more competitive in the market.
Interestingly, a recent study by Chong et al (2015) investigated the impact of online reviews and promotional marketing, such as free delivery, on product demand. With web crawling datasets from Amazon.com, they used technologies like neural network modelling – which can capture and represent complex input/output relationships – to predict the demands of electronic products.
Their study showed that positive reviews were strong predictors of product demand and when coupled with promotional marketing, could lead to an increase in sales. Importantly the volume of reviews and number of answered questions were essential predictors of product demand in their neural network model.
Whilst this study has limitations – it only examined electronic products, the sample size was around 30,000 records and Amazon.com was the only marketplace analysed – it nonetheless shows the value of analysing data like online reviews, to predict product demand and tailor the marketing strategy accordingly.
Clickstream data records which parts of the screen a user clicks when visiting a website or using a software application. Analysing this data is very useful for pattern matching between customer and non-customer behaviour, which helps firms identify segments for behavioural targeting.
A seminal study by Moe et al (2003) used clickstream data to segment visits as a buying, browsing, searching, or knowledge-building visit based on observed on-site navigational patterns, including the general content of the pages viewed.
- Buying: these users exhibited a very focused shopping behaviour that was targeted to a limited number of products that are often viewed repeatedly in a session.
- Searching: activity was limited to a variety of different products within a single category
- Browsing: these sessions displayed very broad search patterns across a high variety of both categories and products.
- Knowledge-building: more in-depth sessions focused on information-related pages on the site.
Of course, this is just one study, but ultimately understanding these categories of website navigational behaviour can allow marketers to identify likely buyers and design more effective and tailored promotional messaging.
Data provides the opportunity to deploy highly personalised marketing that is customised to an individual’s tastes or behaviour. The availability of data makes it possible for three levels of granularity in personalisation:
- mass personalisation, whereby all consumers receive the same offering according to their average taste.
- segment-level personalisation, in which groups of consumers with similar preferences are identified for marketing.
- individual level personalisation, in which each consumer receives marketing according to their individual tastes and behaviours.
Facebook is a prime example of an advertising platform that offers different levels of granularity. For instance, its interest and behaviour targeting allows advertisers to deploy segment-level personalisation, while the dynamic product ads allow for individual-level targeting based on the products they have viewed on the website.
Highly personalised ads have proved to be incredibly profitable, both in research and in our own experience. In our work with Nobody’s Child, we created a granular Paid Search and Paid Social strategy with highly personalised ad copy. As a young women’s fashion brand, we targeted 18-24-year-old women and adjusted advertising spend towards dates when student loans dropped. We also customised the messaging based on location for the universities which had the highest density of this age group. Year on year, we saw an increase in traffic of 21% and an increase in revenue of 143%.
Cross-channel interactions generate large sets of data, and marketers can make smart use of this data to gain valuable insights into which online and offline touch points influence the customers purchasing behaviour.
For instance, Joo et al (2013) found that television ads affected the number of branded-related search queries online. Dinner et al (2014) investigated the cross-channel effects of display, search and traditional advertising and found that they had a significant impact on different channels, particularly from online advertising to offline sales. These studies highlight the convergence of different media (television, display and search) and the resulting spillovers on campaign results.
Marketers should observe any carry-over effects from offline channels to predict their impact on online channels at a granular level. The importance of cross-channel strategy has been discussed for a while, but some marketing managers rely on experience and gut intuition to decide how to divide advertising budgets across media. But be wary, ignoring the quantifiable impact of these cross-media effects may put you at risk of underspending on offline channels and overspending on online channels.
These examples show how data provides great opportunities for marketers to deliver profitable campaigns, however, these opportunities do come with their challenges.
Tracking the Customer Journey
One challenge of Data in marketing is the ability to generate and leverage deep customer insights. Most digital marketing reports are good for creating single channel reports, but it can be difficult to track the whole cross-channel customer journey. For instance, customers may first see a brand on a billboard, read about it on desktop and make a purchase through mobile. Having the tools and skill set to bring together multiple sources of data and turn each individual touch point into actionable insights can be challenging. For Big Data to truly shed light on the customer’s journey from awareness to conversion, marketers will need access to an understanding of tools that can bridge the gap between offline and online audience experiences.
As more customer data are collected and ad targeting advances, privacy and security have become critical issues for big data in digital marketing. According to a survey in 2015, more than three-quarters of consumers think that online advertisers have more information about them than they are comfortable with, and approximately half of them believe that websites ignore privacy laws. The Facebook-Cambridge Analytica scandal is testament of how the personally identifiable information of millions of users can be misused.
Additionally, the Yahoo data breach in 2016 that affected 3 billion user accounts is also an example of how privacy laws and security technology have not kept pace with data collection, storage and processing technologies. As a result, governments will increasingly enact strict privacy laws to protect their citizens, giving them more control over their data and the recent implementation of the General Data Protection Regulation (GDPR) law in the EU is evidence of this. Strict privacy laws will limit how Data can be used for marketing purposes, as personally identifiable information will need to be anonymised and advertisers will need to acquire consent from consumers.
Regardless, respecting customers privacy is good business practice and helps businesses build relationships with customers. A study by Tucker (2014) supports this notion as they found that the click-through rate on personalised ads doubled when a website gave consumers more control over their personal information. Therefore, it may be plausible for marketers to focus on new software solutions that enhance security and give consumers more control over their data while still maximising on personalised marketing opportunities.
There are now just two weeks to go until our NMPignite seminar, which we are hosting alongside Google. The seminar will bring together industry experts in Media, Creative, Experience and Technology to discuss improving the customer journey and overall experience.
The afternoon event will take place at Google’s head office in Kings Cross on Thursday 26th July, and will look to break down silos and explore how to integrate media, data measurement, technology and creative to deliver a high-quality end-to-end user experience and improve customer loyalty.
The digital ecosystem is maturing. Data is playing an even more integral role in how we understand the consumer and their online journey, which is providing incredible insights to guide marketing efforts. Where we once were worried about which channels to run our activity on, we now want to create a seamless, easy experience for the customer.
We’ve seen that silos have become an almost permanent figure in our industry; creating barriers between media, creative and experience. It’s virtually impossible to develop a seamless user experience when your development is split up itself.
This seminar will be the first time the NMPi, DQ&A and the newly acquired Joystick will appear on stage together. You’ll hear from top experts at Harvey Nichols, House of Kaizen and Charlotte Tilbury as they discuss how they developed flawless customer experiences.
We’ll also be having an illuminating keynote from the Founder and Creative Director at Satore Studio: Tupac Martir. A lighting designer by trade, Martir specialises in creating awe-inspiring visual designs for companies such as Dior, Adidas and Gucci.
You can join us at Google’s Kings Cross offices on the 26th of July, or register for our livestream, below.
We are excited to launch our new Comparison Shopping Service (CSS) across Europe.
We can now offer our award-winning Google Shopping strategy through our proprietary CSS, By Bye Buy, alongside our clients’ regular Google Shopping campaigns. This means that their products can occupy more of the Search Engine Results Page (SERP); boosting their Shopping performance by bumping competitors off of the front page and driving down costs.
This will also allow us to take the insights from Shopping to fuel smarter decision-making across other channels. The best performing Shopping products could be promoted in a dynamic, creative format through Display or Social.
We realise the competition between brands on Google Shopping is growing every day and it is important that we provide the tools needed to ensure our clients can increase their shopping performance in the most cost-effective way. Having a CSS means we can help our customers drive maximum value from their Shopping activity, whilst taking advantage of the 20% discount rate that is given to Google Comparison Shopping Partners.
As one of the first UK agencies to run Google Shopping, we’re excited to be one of the first to have Comparison Shopping capabilities. If you want to find out more, check out our service page and get in touch today.
The awards keep coming this year after another successful evening, this time at the Effective Digital Marketing Awards. We are delighted to say that we won the award for Most Effective Retail and FMCG Campaign for our work with Harvey Nichols.
We have received many fantastic entries, but the award for the Most Effective Retail & FMCG Campaign goes to… Harvey Nichols and NMPi – Google Shopping Campaign. Incredible @HarveyNichols @nmpi_digital #MasterclassingAwards ? pic.twitter.com/oFRfAKlpui
— Masterclassing (@masterclassing) July 10, 2018
This campaign also took home the award for Best Use of Automation or AI at the Performance Marketing Awards earlier this year. Our sophisticated set of algorithms, developed by our incredibly talented team of analysts, unleashed Google Shopping where other agencies could not, driving huge success for Harvey Nichols.
This award win comes as we announce the launch of our Comparison Shopping Service. Having developed By Buy Bye, a Google Comparison Shopping Partner, we are able to run our award-winning Google Shopping strategy, allowing brands to boost their shopping performance by increasing their share of voice and removing competitors from the first page of the SERP.
We all know that life has a tendency to throw situations at us which are simply out of our control, and for every person those situations cause an unfathomable variety of possible outcomes.
For Freeview (the nation’s most popular television platform), when your target audience includes almost everyone in the UK, you become no stranger to working with a variety of possible outcomes.
With so many combinations of consumer interest and behaviour, we were tasked with helping Freeview reach their audience in an engaging and relevant way, in order to help improve their brand awareness. Luckily, we had a fortunate starting point: their wide selection of channels offered us a range of high-quality shows. This gave us only the best watercolours and sharpened pencils to produce our digitally-tailored masterpiece.
Creativity Meets Data
Working in DoubleClick Studio, our strategy was to use dynamic creatives to meet the idiosyncrasies of whoever was viewing our personalised, moving adverts – something my contemporaries in the digital marketing industry like to refer to as a data-driven, granular approach.
Dynamic creatives in and of themselves are at the heart of programmatic. Using real-time technology, it allows us to change elements to better suit those who are viewing the advert. This can be done in reaction to:
- Time of day
- Behavioural Targeting
- Retargeting information
- And more
To consider the full capabilities of dynamic creatives at scale, let us consider a hypothetical: the Mona Lisa. Da Vinci’s masterpiece – arguably the most sung about and best known of paintings – is not exempt from criticism, with a handful of pundits not sold on her mystifying smile. Through dynamic creatives, we could optimise this feature: using consumer data points, we could learn who appreciates the enigmatic smirk and the critics who prefer a stern face. As the campaign matures, the 77x53cm creative would become increasingly relevant to consumers.
Hypothetical situations aside, studies have shown that performance improves by adapting and speaking to each user. A report from McKinsey found that personalisation can deliver “five to eight times the ROI on marketing spend and lift sales 10 per cent or more.” Furthermore, a study by Adobe affirmed that 78% of consumers like personalised ads however only 28% think they’re tailored correctly, further highlighting the growing need to merge creativity and data.
When Speaking to All
As part of our brand awareness strategy, we focused on reaching fans of different shows using contextual keyword targeting. Since dynamic creatives are naturally flexible, we could then adjust each impression according to the contextual targeting. For instance, someone on a football page may receive an ad which features the programme Britain’s Got Talent. This allowed us to align our creatives with the user’s preference.
Once we had segmented each audience, we could change different variables of the creative to run A/B tests. As the ads continue to run, we are constantly learning which combinations work best and tailoring messaging accordingly.
As the dust begins to settle and the results come in, the stats prove that a personalised approach is more effective. Compared to a more generic ad copy, targeting users with tailored messaging improved CTR by 42%.
Moving forward, the flexibility of dynamic creatives means that they are lasting and adaptable. Working from the comfort of DoubleClick Studio, the same template can be used and adapted to different promotional offers and seasons. This allows us to save on time and costs.
Whether you’re looking to bring classic art to the masses or to target each user with their favourite show, dynamic creatives offer a method to do so. Come rain or shine, each impression comes with an unknown amount of possibilities. The options available from your targeting, ad copy, call to action, colour and more can make the process seem out of your control. Yet, through segmentation, these possibilities offer opportunities to engage and hold audiences. When life gives you lemons, introduce personalised ad copy.
Joystick officially joins the NMPi and DQ&A family today, as we sign the contracts and complete the acquisition. After announcing our agreement to acquire Joystick at Cannes a few weeks ago, we are very excited to begin working with them to reinvent what it means to be a customer-centric digital marketing specialist – whether that’s as a creative, media, or technology specialist.
Together, this means that we can provide a more complete digital marketing service focused on a brilliant customer experience. Not only can we offer digital media strategy and management across Paid Search, Display and Paid Social advertising, but we can also offer targeted and personalised creative solutions at scale, such as Dynamic Ads, Programmatic Creative, and Rich Media Display Ads, and even tailored digital experiences with Responsive Website Development, Experiential Apps and Campaign Landing Pages.
“It’s been months of hard work from many people on our teams, and we’re very excited to start building on this relationship and working closely with the Joystick team,” says NMPi CEO Luke Judge. “Together, we will be able to improve the way that people engage with advertising, and break down the silos that have found their way into the industry.”
Sara Francis, CEO of Joystick added, “It was incredibly important for us to find a partner who shares our ideals and our belief that the perfect blend of technology, data and artistry makes every execution smarter, more dynamic and more effective. NMPi and DQ&A are a perfect fit, and we are looking forward to the future.”
Joystick bring over 90 digital creative experts across 5 international offices to the group, increasing our global presence to over 340 employees across 16 offices from Los Angeles to Malaysia. They bring with them an extensive clientele that includes Google, HBO, Disney and Kroger, adding to NMPi and DQ&A’s clients such as, L’Oréal, Papa John’s, Hanes, Freeview, Melia Hotels, and Samsung.
Joystick will be making their first official outing as part of the family at our July seminar, “Great Experience: Where Art and Science Meet.”
We’ll be bringing together speakers from NMPi, DQ&A and Joystick as well as Harvey Nichols and Charlotte Tilbury to show how you can break down the silos between media, creative and technology to drive flawless customer experience. It’ll be one you won’t want to miss, so make sure you register to join us in London, or on our live stream: Register Now
This acquisition was completed by NMPi and DQ&A UK’s parent company, Net Media Planet Ltd.
A few weeks ago NMPi announced that we would be acquiring US creative specialists, Joystick. We are very excited to have Joystick’s entire leadership team, including Sara Francis, remain on post-acquisition.
Sara has over 18 years experience in digital marketing, having begun her career primarily focused on entertainment working for such companies as Miramax, Deep Focus, and Moxie Interactive. In 2010 she began her career at Joystick, leading the Los Angeles office and account management team company-wide before being elevated to CEO.
We sat down with Sara to find out more about her, the agency, and what she’s looking forward to about this acquisition.
How do you think the industry will benefit from a joint media and creative agency?
Every digital touchpoint is an opportunity to create a connection and a conversation with the audience. At Joystick, our quality creative plays an integral part in campaign performance and ROI, something that is lacking in many campaigns. But oftentimes creative work is created without a complete picture of the consumer journey, making it hard to truly have an impact.
By joining forces with NMPi, we are able to close the gap between creative, media and technology. Media and creative have been extremely fragmented, now that we’re together, we can break down the barriers that exist. We’ll have more control over the customer touch points and the consumer’s experience throughout the brand journey.
This may sound lofty, but we want to build a web where people love ads. Love them because they’re a great experience and are useful. This is what inspires us every day and we believe we’re working with the right partners and clients to make this happen.
What innovative technologies and strategies do you think NMPi will gain from adding a creative perspective to their digital offering? Conversely, what insight will Joystick gain from partnering with a global digital agency such as NMPi?
Joystick is one of the first creatively-led agencies with deep expertise in ad technology. This will add a number of complimentary service offerings to NMPi. Our work in innovative technologies will add a robust offering to brands who are looking to add immersive experiences to their mix or augment their voice and visual search strategies.
Conversely, we look forward to combining our dynamic creative expertise with NMPi’s skilled programmatic strategists to offer a full-service solution unmatched by others. We’ll have audience and creative alignment that will enable us to create truly personalized creative and ad relevancy that delivers results.
What plans for growth do you have in the upcoming year?
Well for starters, we’ll need to service a global client base and expand existing services into new markets. We also see immediate opportunity to expand how we’re working with our current technology vendors.
So all of this will mean that we’ll need to grow our team and invest in our talent to learn about how to bring our collective services together. We see our new global footprint and expanded capabilities as a huge opportunity for growth.
What are the challenges facing digital marketers in the coming twelve months?
We’ve been having meaningful discussions with brands around how they think about activating brand and business growth. We all desire to create meaningful brands fueled by consumer-first thinking and data. Many want to know how to action their data and sequence ads and content to work together to keep things fresh and relevant to consumers at any moment.
We’ve also heard a lot about the challenge of maintaining creative quality with programmatic buying. That’s a challenge we’re going to take head-on. We’re bringing high touch creative to programmatic. We plan to roll out a suite of high impact creative formats for programmatic delivery which is something the industry desperately needs.
What do you look forward to most with this partnership?
We look forward to re-imagining what it means to be digital marketing specialists. We are in essence bringing art and science together. Data-driven creative is our art. And with our creative chops combined with the expert minds of NMPi’s analysts, we can push that even further.
We are also looking forward to expanding our global footprint to have service areas in 16 countries and a team of over 340 of the most highly trained experts across search, display, video, social, data and analytics.
Personally, I’m excited about the opportunity to collaborate with our collective of agencies. We’re all specialists in our respective disciplines and we now can work closely and non-competitively on what the future agency model looks like.
What is the most exciting recent development in digital marketing?
Well, to be honest, there are always exciting new developments in digital marketing. We’re always developing emerging formats using new advancements in technology and putting them to work in new ways.
We’re also happy to see that platforms are doing more to create a space to give a creative a voice. Great creative is finally getting a spotlight again which is a huge priority for us.
And lastly, what is your favourite project that you have worked on?
There are so many I consider my favorite, it’s hard to pick just one. A recent favorite would have to be the voice-enabled unit that we worked on with our client and partner True[X] for Amazon Echo. Our team had seen how more and more people were using voice search and we wanted to see if we could put this to work in an ad by using speech to text conversion technology. When True[X] came to us with a voice-activated experience they were working on with Amazon Echo, we had a couple of approaches to recommend. The result was a highly engaging and entertaining voice-enabled ad unit that featured the Echo’s capabilities in a compelling way. This is a great example of the true collaboration we love having with all our partnerships.