Category: Clients

WEBINAR: Slides and Video for ‘The Essential Role of Data Taxonomy in Bayer Digital Marketing’

 

For the August 25 Live with MightyHive episode, I was pleased to be joined by special guest Jeff Rasp, VP Digital Platforms, Channels & Capabilities at Bayer. He and I discussed the many benefits of an airtight marketing data taxonomy and Rasp explained how consistent campaign naming conventions are the foundation of a Bayer in-house team that earned the AdExchanger award for “Best In-House Media Operation” in 2020

According to a recent report conducted by Dataroma, 57% of marketers spend a week out of each month manually integrating data. As part of the MightyHive and Bayer partnership, Bayer established a sound taxonomy early in the in-housing process to essentially automate that task. And in “The Essential Role of Data Taxonomy in Bayer Digital Marketing,” Rasp explains how he distilled the KPIs of multiple departments into a unified naming convention capable of great versatility. 

Today, the Bayer marketing team generates insights in minutes, not days. And in this episode, Rasp outlines how his team pivots to accommodate the diverse reporting needs across the company. Watch the video to see Rasp and I discuss: 

  • How to create a data framework and hierarchy
  • The power of a well-planned media taxonomy
  • Data governance and the importance of consistency

WATCH “THE ESSENTIAL ROLE OF DATA TAXONOMY IN BAYER DIGITAL MARKETING.”

 

VIEW THE SLIDES FOR “THE ESSENTIAL ROLE OF DATA TAXONOMY IN BAYER DIGITAL MARKETING.”

Thanks for watching! If you have questions about the role of marketing data taxonomy in your organization, please contact us.

 

 

WEBINAR: A Discussion with Ace Hardware About Offline Data and Online Marketing

 

**Scroll down to watch the video**

How Ace Hardware is Using Offline Data to Measure its Digital Marketing

A recent Google report titled “How Consumers Solve Their Needs in the Moment,” cited 76% of people who search for something nearby on their smartphone visit a related business within a day. And 28% of those searches result in a purchase. “That’s significant,” said Mark Lowe, Director of Digital Marketing at Ace Hardware. “So it is critical for us to have the [online customer experience] be as helpful as possible.”

Lowe is a seasoned digital marketer and on August 4, he provided a glimpse into how Ace Hardware is adjusting to shifting consumer habits during an eMarketer “Tech Talk” webinar titled “How Ace Hardware is Using Offline Data to Measure Digital Marketing.” Along with Myles Younger, Senior Director of Marketing MightyHive, the two discussed how he balances nationwide digital trends with in-store buying at the retail level.

Ace Hardware generates a significant amount of first-party data from its website and its stores. By partnering with MightyHive, they reimagined ways for online and offline data to inform each other. “That means a very pure approach to data since many data sources need talk to each other,” explained Jack Pace, Project Lead at MightyHive. “Offline data from the store, online data from the site and app, franchisee sales data, manufacturer data from the thousands of SKUs carried throughout the chain — each store is different.”

Lowe is excited by the possibilities. “We are getting good insight into how many people are going into the store to pick up their online orders as well as the attachment sales when they are making their pickup,” explained Lowe. “And we are really leveraging several tools such as Google store visits and store sales direct from Google to connect the dots and understand the impact across all channels.”

With 4500 retail locations, a robust online presence, and thousands of SKUs, Ace Hardware had a unique challenge with its data but the efforts are paying off. “As data-driven marketers, we really want the same level of precision that we have with our online measurement with our offline,” explained Lowe. “There is going to be a certain level of extrapolation but it’s all about getting to the point where you can make actionable business decisions.”

In this eMarketer “Tech Talk” webinar you will learn about:

  • The Ace Hardware digital marketing tech stack
  • Successes, opportunities, and challenges in measuring the offline impact of digital campaigns
  • The role web UX can play in collecting and growing first-party data

FILL OUT THE FORM TO WATCH THE eMARKETER WEBINAR: “HOW ACE HARDWARE IS USING OFFLINE DATA TO MEASURE DIGITAL MARKETING”

Harvard Business School Publishes “In-housing Digital Marketing at Sprint Corp.”

 

As a company that lives on the leading edge of digital media, the MightyHive ethos has been to train our own. With fast and frequent innovation it’s difficult to build educational material that can keep up. That said, digital transformation has been a buzzword for several years, and it’s a topic that keeps business leaders in all industries up at night. COVID-19 revealed the stark contrasts between businesses that have advanced their digital transformation efforts and those that have not.

MightyHive and Sprint had the privilege of working with Harvard Business School and Professors David Bell and Rajiv Lal to create a case study on Sprint’s digital transformation efforts over the past 3 years. The company’s leadership knew that more consumers would be interacting with the brand online–and expecting more from those interactions. A major component of the transformation strategy was bringing digital media planning and buying in-house. MightyHive was honored to help Rob Roy, Charlie Florio, Andrew Ronnfeldt, and the rest of the Sprint digital team in achieving this objective.

It was a bold vision that was not without its risks. The Sprint team was confident that being closer to their marketing data and execution would help them win in an extremely competitive telecom space, but there were few examples of other companies having made such a change.

MightyHive worked hand-in-hand with the team to manage the transition from their external agency and to refine their digital program. We helped identify new KPIs and measurement models, found ways to reduce waste, and created an audience framework that attracted higher-quality traffic. With performance wins in hand, we helped Sprint in the next phase of the journey, assisting in the design of their team structure, candidate profiles, and training new team members.

In all, Sprint saved $6 million in costs annually that would have gone to an external agency, savings that were reinvested into working media. This drove a substantive increase in sales through their digital channels.

We are humbled to have had the opportunity to work with the faculty at the world’s leading educational institution, the Sprint digital team, and to have our work included in the curriculum for future business leaders.

You can read more about Sprint’s story by purchasing a copy from Harvard Business Review or by reaching out to sales@mightyhive.com.

VIDEO: Cloud Computing Drives Speed and Innovation for Mondelēz Advertising Campaigns

 

Two years ago, Mondelēz International set an ambitious but simple goal: Develop closer connections to the millions of people buying its snack products every day. But this vision of “Personalization at Scale” faced tremendous organizational and technical challenges. To achieve this, it meant:

  • Unlocking first-party data trapped in silos throughout its global organization.
  • Constructing a unified data architecture to store and organize all the data.
  • Accelerating the flow of valuable point of sale data from its retail partners — something many companies in the CPG category had tried before, and failed.

 

“A cloud is essential for marketers who want to combine advanced data sets and do higher order analytics.”

— Jonathan Halvorson, VP Global Media, Digital, and Data. Mondelēz International

 

Rewiring the Status Quo

For decades, CPG companies like Mondelēz waited weeks for access to valuable consumer sales data to come from their retail partners. Back when television and print advertising dominated, a time lag like this was less of a concern. However, with the rise of direct-to-consumer brands and the immediacy of digital advertising data, Mondelēz set out to build a digital bridge to its retail partners in order to eliminate the delay. 

Success depended on mastering emerging technology (like data clean rooms) and applying creative problem-solving. Mondelēz selected MightyHive to help bring cross-platform media data and offline sales data together in Google Cloud. By taking a cloud-based approach, large-scale data sets could be flexibly and securely brought together and standardized. Plus, Mondelēz would receive meaningful analytics quickly in order to optimize its digital advertising campaigns on the fly.

 

“The advantage that a Mondelēz can have over everyone else in our category is that we’ve done machine learning on better data longer.”

— Jonathan Halvorson, VP Global Media, Digital, and Data. Mondelēz International

 

Bold Thinking Rewarded

Mondelēz became the first company in its category to make a direct connection between online advertising and offline sales. MightyHive leveraged cloud computing to create a safe and powerful tool for Mondelēz and its business partners to perform advanced analytics in tandem. The actionable insights Mondelēz received had a significant impact on its advertising investment; especially for a global organization of its size and scope: 

  • ROI is up 20% for its U.S. advertising 
  • Global ROI is up 10%.

Juma Ventures: Linking Metrics to Mission

 

Nonprofits want their voices to be heard, but often face challenges in getting their message out there, especially through digital channels. Low marketing budgets, small marketing departments, and realistic goals for online initiatives are just some of the issues that can hinder a nonprofit’s digital success.

MightyHive and Juma Logos

When Juma Ventures, a local San Francisco organization that provides youth from underserved communities with job opportunities, training, and mentorship, needed to improve their digital strategy, MightyHive took on the challenge. Recognizing the unique challenges nonprofits face, MightyHive provided consultative help to combat these problems head-on. Check out the full success story here.   

Making Metrics Meaningful

Working together, MightyHive helped Juma reframe the conversation around digital metrics. As a nonprofit, traditional digital KPIs like revenue, CPA, and customer lifetime value aren’t necessarily well-suited as a measure of success. With programs designed to increase community engagement and donorship, KPIs that measure engagement are often more meaningful for nonprofits than measuring conversions.

Unlocking the Power of Social Media

Social campaigns can be particularly impactful for nonprofits. According to a 2016 study by Waggener Edstrom Worldwide and the Georgetown University Center for Social Impact Communication, “Digital Persuasion: How Social Media Motivates Action and Drives Support for Causes, 55% of respondents who engaged with causes via social media have been inspired to take further action including make a donation, attend an event, or volunteer. 

juma stats

By launching campaigns with smaller budgets across multiple channels to promote awareness, and testing different strategies, MightyHive and Juma developed best practices across each channel that are much more focused and more likely to engage Juma’s existing and future audiences.

Overall, even with smaller budgets, Juma has learned to craft strategies that work for their specific goals, and MightyHive is grateful to help a local organization work towards an inspiring mission.

Juma Ventures:
Linking Metrics to Mission

(click to read the full success story)

juma success story cover

Digiday: ‘We realized we could pull it off’: 2 years in, Bayer is on track to take all digital media buying in-house by 2020

Read the full article on Digiday.

As Bayer moves towards their goal of in-housing all digital media by the end of 2020, Josh Palau, VP of Media Strategy and Platforms spoke at Digiday’s Media Buying Summit about the progress they’ve made toward their goal and how they planned to take their digital media in-house.

“We didn’t say we were taking it in-house and then spend the next six months figuring out who we’d work with. No, we had everything in place. We had done all the groundwork. We realized we could pull it off because we had everything in place.”

Bayer turned to MightyHive as a partner to support their in-housing journey to support the Bayer team as they on-boarded their in-house team:

“Bayer contracted MightyHive to help with the transition with a plan to end that contract after the second year. Within that contract, an ‘attrition model,’ where MightyHive would take people off the Bayer business as Bayer built up its staff.”

More about Bayer’s in-housing journey:

Video: Belinda Smith of Electronic Arts Shares Her History of In-Housing, Recruiting Talent, and Instituting Change

 

Recently, MightyHive hosted its first In-House Alliance Dinner in San Francisco where the conversations centered around recruiting and building in-house programmatic teams. MightyHive President Americas, Emily Del Greco asked Electronic Arts’ Global Head of Media, Belinda Smith to share her experience as a change agent building teams at both AT&T and EA. Also in attendance at the dinner were senior marketers from Merck, Visa, Sprint, Electrolux, IHG, and others.

Belinda Smith, left, Global Head of Media, EA and Emily Del Greco, President of the Americas, MightyHive, speak at the inaugural MightyHive In-House Alliance Dinner in San Francisco.

“I feel like I have seen advertising from all sides… and at each junction I was so frustrated by people not willing to admit the failures of the ecosystem.”

– Belinda Smith

Ultimately, Smith changed the culture of the companies she worked for. To do this, she moved teams halfway across the county, launched robust talent recruitment programs, and successfully campaigned for millions of budgetary dollars. But perhaps the biggest challenge was finding ways to blend agency culture with the deeply-rooted brand values.

“If I think about what I want to accomplish in my career, what’s going to be worth it to me to not be at home playing with my kid…then I really want to change the industry.”

– Belinda Smith

During the interview, Smith confessed she missed the variety an agency affords, but showed no signs of wanting to return. At EA, Smith recognizes that she is in a place where she can make the most impact.

Smith and Del Greco spoke about building in-house teams in front of an audience at the MightyHive In-House Alliance Dinner.

“When you are at an agency… your client being happy is what is sustaining you. That creates an inherent conflict of interest when you have bad news to tell them…so for me, I am fulfilled by the fact that I am in a position to have the mandate to be audacious and to challenge what is going on and to think about how we do things differently.”

– Belinda Smith

Digiday: Bayer Saved At Least $10 Million After Taking Programmatic In-House

MightyHive is partnering with Bayer to help their team bring all of their digital media in-house by the end of 2020, which has resulted in reduced costs and increased ownership:

“Bayer was able to reduce its programmatic buying costs by $10 to $11 million within the first six weeks, according to Paul Gelb, Head of Programmatic and social at Bayer while speaking at the Digiday Programmatic Summit in Austin.”

As part of the presentation at the Digiday Programmatic Summit, Paul Gelb also addressed how Bayer is approaching programmatic talent and recruitment for their in-house agency.

Read the full article on Digiday.

More about Bayer’s in-housing journey:

Case Study: MightyHive Helps Sprint Shine a Light and Take Control

MightyHive’s deep programmatic expertise and advisory capabilities made them an easy choice. They’ve helped us gain the control, insights, and flexibility to be able to better meet the needs of our customers and our business as a whole. Our partnership has been instrumental to Sprint’s digital transformation and has far exceeded our expectations.

– Rob Roy, Chief Digital Officer, Sprint

Digital Transformation in the Big Leagues

Sprint, the fourth-largest network operator in the United States, provides wireless services to over 50 million customers. As part of a massive digital transformation initiative, Sprint sought to uncover and eliminate superfluous fees, consolidate and control its data, and analyze and optimize its media investments for maximum results. Sprint turned to MightyHive to help reveal the true impact of its media investments, reducing overall ad spend while still increasing working media.

Sprint working media

Efficiency is Key

Before Sprint was able to more effectively activate its enormous wealth of customer data, it was crucial to establish transparency into the breakdown across Sprint’s digital advertising technology fees, data fees, and inventory costs. MightyHive worked directly with Sprint’s external vendors to identify opportunities to decrease tech and data fees and eliminate waste from audience over-saturation. These efficiencies allowed Sprint to reduce overall ad spend while still increasing working media.

On Your Mark, Get Set, Go!

With transparent service models and media spend in place, Sprint was ready to run with its wealth of marketing data. MightyHive oversaw the consolidation of disparate data sources into in-house data lakes, allowing for significantly more granular segmentation and targeted programmatic campaigns. Sprint’s newfound laser focus on precise and meaningful audience segmentation helped Sprint realize increased efficiencies in its programmatic media spend and stronger campaign performance.

sprint conversions

And Then? Optimize, Optimize, Optimize.

MightyHive’s approach to digital transformation yielded major results for Sprint, giving them more control over a newly transparent, efficient, and optimized media buying process. But Sprint didn’t stop there. In order to further capitalize on its new toolsets, they moved away from last-touch attribution to build a multi-touch attribution model. MightyHive then built a custom reporting solution that delivers real-time marketing data. Using these tools, the Sprint team can adjust its spend in real time to address the needs of different customer segments.

The team of digital experts at MightyHive can help you take control, too. Please contact us to learn more.

MightyHive Helps Sprint
Shine a Light and Take Control

(click to read the full case study)

Sprint Case Study

BusinessWire: Cheddar Selects MightyHive for Programmatic Advertising – Press Release

Read the full release on BusinessWire.

NEW YORK–(BUSINESS WIRE)–Cheddar, the leading post cable networks company today announced that it has selected MightyHive as its partner for programmatic advertising services.

Cheddar has tapped MightyHive to extend the reach and impact of select client campaigns programmatically. Cheddar will also partner with MightyHive to implement and leverage Google Analytics 360 for full end-to-end performance tracking across web, mobile, and connected TV.

“Cheddar is a leader and, in some ways, unique in over the top video news broadcasts. Their ad offering is innovative, and advertisers are clearly responding. We are thrilled to be working with Jon and Cheddar,” said Martin Sorrell, Chairman of S4 Capital.

“Several of our clients asked us to extend the campaigns we were doing for them across the web. We saw an opportunity, need, and in MightyHive, a solution to do and measure this,” said Jon Steinberg, founder and CEO of Cheddar.

About Cheddar

Cheddar is the leading post-cable networks company. Its programming is available on Sling TV, Hulu, YouTube TV, Snapchat, fuboTV, Philo, Amazon, Twitch, Twitter, 60% of smart TVs in the U.S., and Facebook. Cheddar currently broadcasts two live video news networks: Cheddar, a business news network covering the most innovative executives, founders, products, and technologies transforming our lives and economy, and Cheddar Big News, a fast-paced, young, non-partisan general news and headline news network. The company broadcasts from the trading floor of the New York Stock Exchange, its street level studio in the glass corner of the Sprint Store in the Flatiron Building, WeWork in Los Angeles, and the White House. Cheddar was founded by Jon Steinberg, President and Chief Operating Officer of BuzzFeed from 2010 to 2014. Its investors include Lightspeed Venture Partners, Raine Ventures, Goldman Sachs, Liberty Global, Comcast Ventures, AT&T, Amazon, Antenna Group, Ribbit Capital, The New York Stock Exchange, Altice USA, 7 Global Capital, and Dentsu Ventures.

About MightyHive

MightyHive is a new breed of media consultancy that partners with global brands and agencies seeking transformative marketing results in a time of significant disruption and opportunity. Recognized as a global leader in advanced marketing and advertising technologies, MightyHive provides consulting and services in the areas of media operations and training, data strategy, and analytics. The company is headquartered in San Francisco, with offices in New York, London, Toronto, Singapore, Stockholm, and Sydney.

About S4 Capital

S4 Capital plc (SFOR.L) is a new age/new era digital advertising and marketing services company established by Sir Martin Sorrell in 2018.

Its strategy is to build a purely digital advertising and marketing services business for global, multi-national, regional, local and millennial-driven influencer brands. This will be achieved initially by merging with leading businesses in three areas: digital content, digital media planning and buying and first party data, along with an emphasis on “faster, better, cheaper” executions in an always-on consumer-led environment.

S4 Capital merged with MediaMonks, a creative digital content production company led by Victor Knaap, Wesley ter Haar and Peter Rademaker, in July 2018, and with MightyHive, a market-leading programmatic solutions provider for future thinking marketers and agencies led by Pete Kim and Christopher S. Martin, in December 2018. Victor, Wesley, Peter, Pete and Christopher all joined the S4Capital Board as Directors.

The company (SFOR.L) has a market capitalization of approximately $550 million and approximately 1,200 people across North and South America, Europe, the Middle-East and Asia-Pacific.

Contacts

Daniel Schneider
Distro@Cheddar.com