As 2015 nears its end, it is vital that companies look back on the year and analyze their achievements, falls, strengths, and weaknesses, and take a cue for the coming year. In this article, we shed light on some important aspects that should make it to your list of strategic resolutions for 2016.
Data cleaning, regarding digital marketing, enables you to maximize the use of existing data-driven platforms. To make the most of your marketing data, you need to create strong data structures and hierarchies.
According to digital marketing requirements, your data feeds control your targets, your ad messages and your bids too. Large amounts of feeds, automated from your website and database, can be easily utilized to manage campaigns. Many data-driven tools have also been introduced over the past years like Google Shopping requirements, AdWords ad customizers and dynamic content feeds to display ads and emails.
For this, you need to categorize your remarketing lists based on their traffic sources and tag them properly.
Feeds are the best way to share data through eCommerce platforms by fulfilling the requirements found in their help files.
Upload the feed to be hosted on a secure HTTP server to the platform’s FTP and email it to the desired address. To produce the data in the right format, a CSV file is created. It is a two-dimensional spreadsheet with one entry per cell. At times, it may happen that there may be multiple entries per field, so the CSV conversion provides support. It is always better to optimize your data feeds for better keywords and ads.
Along with your feeds, you need to share your website and marketing data. This can be done through Google Analytics’ remarketing lists, which tracks everything entering your site, at no cost at all. So you need to set the remarketing lists to include people based on the criteria you have already created and then you can use it for Google products. To share your data with non-Google products, you need to use their remarketing lists.
You can also use the Google Tag Manager for query strings and macros to trigger the remarketing tag and include the data hierarchy into any desired platform.
Data Management Platform (DMP) can be used to import data from almost any system. You can link it with information common to both, create valuable segments of users and turn those segments into targetable remarketing lists.
To give more preference to quality instead of statistical significance of the data, you can make data-sharing deals with businesses you closely work with.
Search, Display and Socialize
Through search, display and socializing we may be able to start systematic buying and allow dynamic content in ads. Although Google Shopping, Google Analytics, and Google Tag Manager have some keywords, placements and social profiles unique to themselves they share a lot too. By 2016, they will be managed on the same platform.
As attribution modeling isn’t a promising source and cookies are a limiting factor too, we need to get the data back into the media channels that drive conversions. We also need to account for the fact that not every touch point was worth the same, and look out for the strategies that should be implemented in 2016.