Expanded capabilities for tomorrow’s marketing challenges
MightyHive recently became certified as a Google Cloud Platform Partner. This certification marks an exciting new chapter in our evolution as a company and allows us to bring powerful new solutions to brands.
MightyHive has been a Google Marketing Platform Partner since 2012. The advertising industry and the needs of marketers have changed considerably since then. As the scope of programmatic advertising has evolved from siloed point solutions to unified marketing & advertising stacks to enterprise systems integrations, MightyHive has evolved as well.
Our recent certification as a Google Cloud Platform Partner allows us to provide a range of services and solutions that encompass the full breadth of technology and data that today’s advertisers must bring together in order to succeed.
The enterprise ad stack, past, present, and future
PAST: Point solutions with cumbersome integrations into limited first-party data sets
PRESENT: Enterprise-grade integrated ad stacks with seamless integrations into some first-party data sets
FUTURE: Enterprise data and ad stack learn from and inform one another via always-on Cloud integrations and analytics
Cloud-based solutions are becoming critical to marketer success
MightyHive has seen brands amass digital advertising data in two key areas: within their own first-party systems (e.g., CRM, site analytics, offline data) and within digital advertising platforms (e.g., Google Marketing Platform, Facebook). There are dramatic advantages that can be unlocked when these terabyte-scale data sets can inform and learn from one another.
A few out-of-the-box integrations already exist between data, analytics, and media activation, such as those between Google Analytics 360 and Display & Video 360, Google Marketing Platform and BigQuery, or between Google Analytics 360 and Salesforce. However, even these powerful platform integrations don’t fully address the needs of advanced marketers. Every brand has unique data sets, unique insights, and unique KPIs—all key ingredients of competitive differentiation and successful advertising.
Given this environment of complexity and often staggering scale, Google Cloud Platform plays a dual role:
- First, as a powerful piece of “workhorse” infrastructure that can bridge the gap between brands’ technology and data sets residing both within and outside the enterprise.
- Second, as a flexible toolset for developing bespoke solutions and models that truly unlock the wealth of insights many brands have amassed about their customers and their campaigns.
Google Cloud Platform provides infrastructure and computational power to allow Brand Data and Advertising Platform Data to inform and learn from one another.
Maintaining brand control
Developing solutions using Google Cloud Platform also confers a key strategic benefit to brands: a brand’s Cloud environment is one over which they have total control. Cloud-based solutions are the exact opposite of “black boxes” that offer little or no insight in return for devouring brand data. Brands have complete transparency into the sources, uses, and targets of data in a secure environment customized to meet data governance requirements.
Key marketer use cases
MightyHive has identified four key use-cases where marketers have a need to both solve for today’s challenges and build critical infrastructure to be competitive in the coming years. And we expect to learn a great deal more from our clients as we partner with them on transformative projects using Google Cloud Platform.
|KEY USE CASES FOR CLOUD|
For marketers needing to enhance or exceed the capabilities of out-of-the box attribution tools, custom attribution models bring together event-level advertising touchpoint data and give marketers a better understanding of what’s driving performance across devices, channels, and platforms.
With Cloud-based solutions able to bring all relevant customer data (from CRM systems, site-side analytics, and advertising touchpoints) together, MightyHive can help marketers identify high-value audience segments for activation across digital ad and CRM campaigns.
Media Mix Modeling
Google Cloud infrastructure and vast computational power can aggregate, normalize, and perform complex statistical analyses on historical advertising, site analytics, CRM, and sales data sets in order to develop Media Mix Models. Marketers can use these Models to optimize budget allocation or extrapolate trends and effects for future planning.
By analyzing how data sets such as customer/visitor profiles, A/B and multivariate test results, and site analytics combine to influence business outcomes (e.g., conversions, ROAS), MightyHive can help marketers personalize site content and UX to optimize toward stronger outcomes.
Unlocking strategic data sources
While each advertiser has its own unique data “footprint,” the types of data that marketers need to unify, analyze, and activate generally fall into five categories:
|KEY DATA SOURCES|
Site-side analytics represent some of most detailed, most reliable data available to marketers, with the unique benefit that actions and outcomes can often be definitively tied back to customers or users. When raw site-site analytics data can be brought into a Cloud environment and combined with and analyzed alongside other data sets, MightyHive can help marketers uncover fresh insights.
First-party, CRM, and offline data
Brands have amassed vast sets of proprietary data that can be used to both inform digital advertising and measure its performance. Data sources include CRM systems, sales, offline conversions and touchpoints, customer rewards and loyalty, and call centers.
Log- and event-level ad data
Log- and event-level data would primarily come from ad servers in the form of log files, but could conceivably come from any marketing system that tracks discrete events (e.g., ad exposures, clicks) in a raw, structured format that is available for download or export.
Cost & flight data
This would include marketing campaign data not natively available within digital ad platforms. Cost & flight data might cover campaigns run by agencies and partners, or spend from TV, print, and radio.
Cross-platform and cross-channel data
The flexibility and open architecture of Cloud-based analytics allows for the integration of data from across channels and platforms including the Google Marketing Platform, Facebook, Twitter, LinkedIn, and more.
Contact us to learn more
Google Cloud Platform is a new and vital tool for solving the challenges of the world’s most advanced marketers and advertisers. If your brand wants to unify data & technology and build powerful, fresh marketing insights, please contact us and we can start a conversation.