Category: Webinars and Talks

WEBINAR: ‘Mastering Creative Effectiveness’—A Roundtable with Google, MediaMonks, and MightyHive

Mastering Creative Effectiveness

On September 16, Live With MightyHive featured a conversation on Creative Effectiveness. Joining me in this episode were Ryan Tetuan, Head of Creative Solutions, Media Platforms at Google and Louise Martens, Global Head of Embedded Production at MediaMonks. The discussion was interesting and offers viewers some actionable tips on where to get started.

What does Creative Effectiveness mean?
“Does the work, work? Are our efforts paying off? Are we hitting the goals that we set out together with brands?”
– Louise Martens, Global Head of Embedded Production, MediaMonks

It didn’t take long for us to dive into an in-depth discussion about what Creative Effectiveness really means. We went on to highlight the greatest opportunities for brands and provided recommendations on how to get started with creative. Above all, collaboration is key to your team’s success.

How can creative and media buying work better together?
“As we are testing new tactics, what new creative ideas can we put out there? Hey, we just did this new research on the creative side and we now understand what consumers are responding to – Can we actually target that micro-moment using the targeting capabilities of DSP?”
– Mitchell Pok, Director, Creative Services & Technology, MightyHive

According to a recent study conducted by Google and Bain, creative is 1.5x more effective when developed collaboratively than it is when it’s created in separate silos. Nielsen states that 56% of a campaign’s performance is due to creative. The research shows that mastering Creative Effectiveness can drive meaningful results for your campaigns and broader business goals.


In this episode, we also identified various roadblocks we see across the brands we know. These roadblocks range from the briefing process to the democratization of campaign performance data.

What’s standing in the way of Creative Effectiveness?
“I had media teams within 20 yards of me. There weren’t any physical walls and my interaction with the media team was essentially an email from them with an Excel spreadsheet of sizes of ads to build. That’s it. No audience, no contextual data.”
– Ryan Tetuan, Head of Creative Solutions, Media Platforms, Google

Check out the video to join the discussion and find ways you can start mastering Creative Effectiveness today. To view the Google Marketing Platform Solutions Guides, click here.

Please don’t hesitate to contact us with any questions.

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”

Download the Slides and Video for Comparing Log-level Data to Ads Data Hub

**Scroll down to download everything**

High Fidelity: Log Files vs. Ads Data Hub

Recently I had the pleasure of being a guest on “Live with MightyHive” to talk about how Google Data Transfer Files (DT Files) compare to the data inside Ads Data Hub (ADH).

As a refresher, DT Files are the log-level data marketers can access from Google Marketing Platform (GMP). Google announced in 2018 that it would begin redacting user-level IDs in order to protect user privacy and comply with regulations like GDPR (and now CCPA, as we cover in this episode). Ads Data Hub, on the other hand, is the “data clean room” for GMP; a privacy-preserving application for analyzing campaigns and audiences without user-level data needing to leave Google.

What has happened is that the detailed user-level data offered by DT Files in many cases ends up heavily redacted (for both privacy and business reasons), whereas Ads Data Hub keeps user-level data 100% private and is consequently not nearly as redacted. Marketers NEED to understand this trade-off. This episode covers what you find when you compare the two, including:

  • The key differences between DT Files and Ads Data Hub
  • How to check data parity between DT Files and Ads Data Hub before making other comparisons
  • How to compare the effects of user ID redactions, Safari ITP, and CCPA between log-level data and ADH

We’ve packaged everything up and you can register to download these materials below:

  • The full episode video
  • The slide deck
  • Sample SQL queries for both DT Files (BigQuery) and Ads Data Hub

If you want to develop a better understanding of how Ads Data Hub differs from legacy analytics and log-level data, then this is a great set of materials. I hope you find them useful!

 

Preview the slides


A few sample slides from “High Fidelity: Log Files vs. Ads Data Hub” and the appendix of SQL queries for BigQuery and Ads Data Hub.

 

DOWNLOAD THE VIDEO, SLIDE DECK, AND SAMPLE SQL QUERIES

WEBINAR: A Programmatic Buyer’s Look at the ISBA Report’s “Unknown Delta”

A Programmatic Buyer’s Look at the “Unknown Delta”

Recently the Incorporated Society of British Advertisers (ISBA) set out to shine a light on the programmatic advertising supply chain, but despite exhaustive efforts to map and attribute every advertising dollar, the subsequent report could not account for a sizable fraction of digital advertising budgets. This “unknown delta,” as the ISBA calls it, is associated with causes ranging from fraud to inventory reselling. But regardless of the reasons, the ISBA report exposes a complex system that lacks transparency.

“[The unknown delta] is not meant to be assumed as fraud….This is important for anyone who is thoughtfully assessing this study; the unknowns can ideally become knowns.”

– Rachel Adams, Head of Media Activation US, MightyHive

The ISBA report is the focus of the latest episode of Live with MightyHive and features Rachel Adams, Head of Media Activation, MightyHive US. Adams brings years of agency buying experience and countless hours working with MightyHive clients on in-housing strategies and implementation. Together with Senior Director of Marketing Myles Younger, the two cover some of the report’s findings and strategies for optimizing the digital advertising supply chain and improving transparency.

This episode of “Live with MightyHive covers: 

  • Findings from the ISBA report
  • The advantages of simplifying your supply chain
  • The increasingly important role of transparency

Get the Video

Watch Episode 3: A Programmatic Buyer’s Look at the ISBA Report’s “Unknown Delta”, and view the slides below.

Subscribe to Live with MightyHive to hear about all of our upcoming webinar-workshops. And if there’s a topic you’re interested in, email us at live@mightyhive.com.

And check out MightyHive CEO Pete Kim’s thoughts on the ISBA report here: Marketers Deserve Better.

Identifying Significance in Your Analytics Data

A few weeks ago I had the chance to help launch our new “Live with MightyHive” series. My colleague Myles Younger and I chatted about how to distill significance and causality from analytics data, and then how to act on those types of insights. You can watch the full episode and access the slide deck below.

If you want to chat further with MightyHive about advanced analytics solutions like these, please reach out to us at questions@mightyhive.com.

What is significance?

Making decisions based on data needs the support of a robust measure of confidence in the data.

Off the back of an event of some sort (campaign starts, new app feature, global pandemic), if we observe any change in our data we need to be confident the “thing” that happened was actually responsible for the change in data—not just a correlation. We need to be able to demonstrate that had this thing not happened, the data wouldn’t have changed.

Then we can infer a causal relationship between the event and the change in the data. Remember—it’s still a probability, we can never prove causality in a categorical sense, but we can be highly confident (and it’s way better than guessing!). We can remove emotion and unconscious bias from decision-making. We don’t eyeball data or use our gut—mathematics informs the decision making process.

Here’s the full chat and slides from last week’s “Live with MightyHive” episode (scroll to the end for the slides):

How does it work?

The technology behind the Google CausalImpact R package that was demonstrated in the episode constructs a Bayesian structural time-series model and then tries to predict the counterfactual.

Simply, the mathematical model uses data prior to the event to predict what the data would look like had the event not happened. Important: the prediction is actually a probabilistic range of values. If the historic data is noisy, then the accuracy of the prediction will change. See the screenshot below from the demo walk through linked above. In the image below, the blue shaded area is the prediction (synthetic control estimator) from the model. If the observed data falls outside the blue region, we have significance!

The blue region gets bigger with noisier data. The broader the blue region, the more extreme the observation will need to be in order to achieve a significant signal.

Using Google CausalImpact

You can use the CausalImpact package with as little as three lines of R. R Studio is open source or you could try it out using rstudio.cloud.

Be advised, if you install the CausalImpact package locally, due to dependencies, you’ll need at least v3.5 of R. I updated Linux on the Chromebook to get the latest version of R and R Studio via this very useful article and the package installation was very straightforward.

There’s another option thanks to Mark Edmondson from IIH Nordic. Mark wrote a great Shiny app front end for CausalImpact that’s free to use, so you can explore significance in your own GA data.

Using significance to establish causality and take action

We used the package to analyse client data to confidently answer key business questions that arose regarding KPI changes since the UK was locked down.

As well as considering YTD data (setting the ‘event’ as Jan 1), we use pre- and post-lockdown (Mar 9) date periods. Data shows clear patterns in purchase behaviour for retails sites. Media sites appear to exhibit explosive growth. However, the specifics regarding growth areas of content are highly informative—not what you’d expect to see by just eyeballing the data from afar.

For retail and media clients, the ability to identify current and future growth areas with confidence is a highly valuable tactic. At a strategic level, the forecast output from CausalImpact is highly actionable in driving campaign content, budgets, and timing.

While tactics for the current global situation include “managing,” there is a clear near for preparation as well. Making decisions on current data and using forecasts with confidence proves to be valuable for our clients.

Additional Resources

Thank you for reading! The slides from the episode can be accessed here:

Watch the CausalImpact R package introductory video here (mandatory viewing!):
youtube.com/watch?v=GTgZfCltMm8

Remember to sign up here for future Live with MightyHive episodes:
livewithmightyhive.splashthat.com

WEBINAR: Data Quality Nightmares with Julien Coquet

Data Quality Nightmares

On May 14, Julien Coquet, Director of Analytics EMEA at MightyHive, joined Live with MightyHive to share ghoulish tales of data mismanagement and how they could have been avoided. Coquet recounted one agency that copied and pasted tracking tags, an e-commerce site without any inventory management, and he discussed how to address the zombie martech tags that can swarm a brand’s website. 

“Be mindful of what kind of data you collect. Just because you can collect it, doesn’t mean you should….You can do amazing things with data, but if your data is rotten to begin with then you are not going to get far.”

— Julien Coquet, Director of Analytics EMEA at MightyHive

The stories are cautionary tales for teams working to establish data governance and data hygiene standards. In this episode you will learn: 

  • Best practices and procedures for improving data governance.
  • How to manage your martech stack.
  • Why careful data collection comprises the foundation for meaningful analytics, insights, and reporting.

Scroll down to watch the video and view the slides from this “Live with MightyHive” episode below.

Coming Up Next

And coming up on Tuesday, May 19 at 11:00am EST is A Programmatic Buyer’s Look at the ISBA Report’s “Unknown Delta” with MightyHive Head of Media Activation US, Rachel Adams. Together with Senior Director of Marketing Myles Younger, she will examine the ISBA report’s findings and highlight supply chain optimization strategies that improve transparency for marketers. 

live with mightyhive

Check out MightyHive CEO Pete Kim’s thoughts on the ISBA report here: Marketers Deserve Better.

Get the Video

Watch Episode 2: Data Quality Nightmares, with Julien Coquet, and view the slides below.

Subscribe to Live with MightyHive to hear about all of our upcoming webinar-workshops. And if there’s a topic you’re interested in, email us at live@mightyhive.com.

Introducing: Live with MightyHive

 

MightyHive is launching a new series of webinar-workshops, Live with MightyHive, to give you quick, actionable insights from MightyHive subject matter experts and partners. In each workshop, we spotlight one aspect of digital marketing, such as data analytics, performance, attribution, privacy, and more. We interview specialists with years of field experience to draw out useful tactics that can be applied today and then we welcome questions from our live audience.

We kicked off our first episode with Doug Hall, MightyHive Senior Director of Analytics EMEA, who joined Live with MightyHive to discuss using Google CausalImpact to extract significance and causality from Google Analytics data. Hall also shared techniques for presenting data significance in ways that tell the story and enable action.

Because we are dealing with probabilities…the explanation needs to be absolutely clear. If you can explain the difference between significance and noise, then you can definitely start to use this tool. If you start to explain Bayesian time series, inference models and machine learning, then you are going to lose people real quickly.”

— Doug Hall, Senior Director of Analytics, EMEA

 

Subscribe to “Live with MightyHive” to stay informed about our upcoming webinars like “Data Quality Nightmares” with Julien Coquet, Director of Analytics, EMEA on Thursday, May 14.

And we want to hear from you! If there’s a topic you’re interested in, email us at live@mightyhive.com.

 

 

WEBINAR: How performance marketers are boosting results with CPM buying

 

Performance marketers may be reluctant to invest in CPM-based campaigns, but avoiding top-of-funnel strategies presents a risk. By building awareness earlier in the sales cycle, competitors will drive more customers toward their PPC marketing tactics. Big advertisers with a history of leaning heavily on performance marketing like Topshop, Booking Holdings, Adidas and Old Navy have all openly discussed their plans to decrease reliance on performance ads and establish a more balanced approach.

“One of the benefits of CPM-based buying is you can learn so much about who your users are, what their demographic data is, and what other things they are interested in.”

— Ellen Perfect, Senior Account Manager, MightyHive

To help performance marketers build successful CPM strategies, MightyHive and Hanapin Marketing teamed up for a webinar about using programmatic branding campaigns to drive customers down the funnel. This free webinar is a great primer for advertisers and teams looking to expand into CPM-based buying using a DSP—for example, expanding from Google Ads into Google Display & Video 360.

This webinar takes a close look at:

  • How performance marketers can better leverage the audience-building and reach expansion capabilities of programmatic and CPM-based buying
  • How successful programmatic advertisers define and measure KPIs
  • How to optimize performance and meet goals in programmatic and CPM-based campaigns

MightyHive Senior Account Manager Ellen Perfect shares her experience developing performance-driven CPM strategies. John Williams, Senior Account Manager at Hanapin, brings his expertise in cross-channel marketing to show how metrics work across multiple digital platforms.


John Williams
Account Manager,
Hanapin

Ellen Perfect
Account Manager,
MightyHive

Watch on demand now



Download the Slide Deck and Video that Explain Data Clean Rooms

Meet Your New Best Friend: the Data Clean Room

Recently I had the privilege of delivering a packed session at AdExchanger’s Programmatic I/O in New York. The session, titled “Meet Your New Best Friend: the Data Clean Room,” quickly brought marketers up to speed on:

  • What data clean rooms are
  • How they work
  • How they’ll help bridge the gap between user privacy and marketing insights

There was a lot of demand for the slides following the session! So we’ve packaged up the PowerPoint deck and the complete session video and made them available for download. Marketers, media buyers, and tech platforms are all looking for practical solutions to preserve measurement and insights in a privacy-first era. This deck offers an overview of data clean rooms that are available now (e.g., Ads Data Hub) as well as what might be coming next.

PREVIEW THE SLIDES


A few sample slides from “Meet Your New Best Friend: the Data Clean Room.”

Get up to speed on data clean rooms in under 30 minutes

Here’s a highlights reel of what the session covers in about 25 minutes and 44 slides:

  • How data clean rooms maintain privacy by being a “Switzerland” for data
  • An overview of Google’s Ads Data Hub, the best-documented data clean room
  • A look at Amazon’s purported clean room solution
  • Why Facebook’s data clean room should be called the “Keyser Söze of ad tech”
  • What strategic partnerships like Target + Disney might have to do with data clean rooms

DOWNLOAD THE SLIDE DECK & VIDEO