Next week starts the Big Data conference in BGSE, therefore, Renyi Hour decided to make a preliminary research on one of the topics which will be discussed there – what challenges does the digital marketing face. We went directly to the source of information – a practitioner. Sidharth Gummall is a Client Success Manager in Datorama, “a global marketing intelligence company that provides the world’s first marketing data hub to help executives, analysts and IT professionals quickly manage and confidently execute upon vast amounts of data.” (according to their profile in LinkedIn)
Before asking Sidharth what his opinion is on the particular question we have in mind, we squeezed him for some basic knowledge of what exactly digital marketing is and why it is so important. So, itSidharth highlighted three important aspects. :
Goal: before we do any kind of marketing we need to define what the goal of the campaign is – to raise awareness, to increase sales, etc.
Objectives: there are different types – impression (if the person has seen the ad), click (visiting the advertised website) and if there is impact (so if there is actually sale).
Intermediary: it is called ad server – it collect the information which is needed (like number of clicks, impressions or just the customers’ information). Most of the customers’ data comes from cookies which store your profile information while you are even browsing through some random websites.
So, having a glimpse of the digital marketing slang, what makes this type of marketing is different from any other type. The quantity and variety of information which you can extrapolate is tremendous – you can find exactly who is the person across the screen, what he likes, where he is, what he has browsed before, is he interested? Information which the TV, radio and flyer ads rarely can provide. Though Sidharth also mentioned that TV spots are still the most expensive marketing tool digital marketing is conquering the market exponentially which makes the connection between Big Data and digital marketing obvious. Acquiring data with every click and push of a button on a single web-connected device, is the reality nowadays and there is no doubt that its quantity accumulates faster and faster. Therefore, we need to master machine learning tools in order to analyze and extract relevant insights from the big data pile.
Having this introductory “course”, we are ready to see what challenges the digital market faces. According to Sidharth there are three major ones:
- The AD blocker policy which prevents the marketing agencies to assess the potential customers
- The ad server (the intermediary which collects the data, like number of views) is not very flexible. For example, let’s say that a website where an ad is placed is modified. Now the number of views is called views whereas before that it was named impressions. This prevents the ad server to acquire the necessary data because it will look for information called impressions, which does not exist anymore in the website construction.
- Loss of information when users clean their cookies and the inability to restore that data
Now backed up with knowledge and Sidharth’s ideas, we are eager to find out what the talk on Tuesday (22.03.2016) is going to be. Would the presented challenges be the same or would we be surprised with other insights?