Tag Archives: doubleclick digital marketing

Google Analytics 360 + Salesforce: A Powerful Combination

Cross-posted from the Google Analytics blog

We often hear from marketers how challenging it is to piece together online and offline customer interactions in order to see a complete view of a customer’s journey. That’s why we’re excited to share that Google and Salesforce are working together to seamlessly connect sales, marketing and advertising data for the first time, giving you the full view of what’s working and what isn’t as customers engage with your ads, websites, apps, emails, call centers, field sales teams and more.

Today at Dreamforce, Google and Salesforce are announcing a strategic partnership to deliver four new, turnkey integrations between Google Analytics 360, Salesforce Sales Cloud and Salesforce Marketing Cloud:
  • Sales data from Sales Cloud will be available in Analytics 360 for use in attribution, bid optimization and audience creation
  • Data from Analytics 360 will be visible in the Marketing Cloud reporting UI for a more complete understanding of campaign performance
  • Audiences created in Analytics 360 will be available in Marketing Cloud for activation via direct marketing channels, including email and SMS
  • Customer interactions from Marketing Cloud will be available in Analytics 360 for use in creating audience lists

These new connections between our market-leading digital analytics solution and Salesforce’s market-leading customer relationship management (CRM) platform will change the game for how our clients understand and reach their customers — and how they measure the impact of their marketing. These integrations are fully consistent with our privacy policies and have settings that offer privacy controls and choice on how data is used.

By integrating your customer data, you can see a customer’s path from awareness all the way through to conversion and retention. And with connections to Google’s ad platforms and Salesforce’s marketing platform, you can quickly take action, engaging them at the right moment. You'll see these new integrations begin to arrive in the first half of 2018.

Example of a complete customer journey funnel in Google Analytics 360 joining website data (pageviews, leads submitted) with pipeline data from Sales Cloud (lead and opportunity stages); example also shows a prompt to create a new audience segment to take action

New insights

Until now, businesses have not been able to connect offline interactions, such as an estimate provided by a call center rep or an order closed by a field sales rep, with insights on how customers use digital channels. With the connection between Sales Cloud and Analytics 360, soon you’ll be able to include offline conversions in your attribution modeling when using Google Attribution 360, so you’ll have a more complete view of ROI for each of your marketing channels and even more reason to move away from a last-click attribution method. This integration will also let you see how your most valuable customers engage with your digital properties, answering some important questions like, what are they looking for and are they actually finding what they need?

With the integration allowing data from Analytics 360 to be visible in Marketing Cloud, you’ll gain a more complete understanding of how your marketing campaigns perform. For example, if you send an email campaign to frequent shoppers to promote your fall fashion line, you’ll be able to see right in Marketing Cloud information such as how many pages people visited when they came to your site, the number of times people clicked on product details to learn more, and how many people added items to their shopping cart and converted.

Easy to take action

Today, Google Analytics allows you to create audience lists and goals that you can easily send to AdWords and DoubleClick for digital remarketing and to optimize bids. With the new connection from Sales Cloud to Analytics 360, in addition to unlocking new insights and more data for attribution modeling, you’ll be able to combine Salesforce data (such as sales milestones or conversions) with behavioral data from your digital properties to create richer audiences and for smarter bidding.

For example, if you’re a residential solar panel company and want to find new customers, you can create an audience in Analytics 360 of qualified leads from Sales Cloud and use AdWords or DoubleClick Bid Manager to reach people with similar characteristics. Or, create a goal in Analytics 360 based on leads marked as closed in Sales Cloud, and automatically send that goal to AdWords or DoubleClick Search to optimize your bidding and drive more conversions.

With the Analytics 360 connection to Marketing Cloud, you’ll be able to use customer insights to take action in marketing channels beyond Google’s ad platforms, such as email, SMS or push notification. For example, you can create an audience in Analytics 360 of customers who bought a TV on your site and came back later to browse for home theater accessories, and use that list in Salesforce to promote new speakers with a timely and relevant email.

Powerful combination

Every day, Google Analytics processes hundreds of billions of customer moments, Salesforce Marketing Cloud sends 1.4 billion emails, and there are over 5 million leads and opportunities created in Salesforce Sales Cloud. These new integrations represent a powerful combination, and we believe they will help marketers take a big step closer to the ultimate dream: providing every customer with a highly relevant experience at each step of their journey.

You’ll see these new joint capabilities become available beginning in 2018, and we'll be sure to keep you updated along the way. Contact us here if you would like to learn more about Analytics 360. We hope you’re as excited as we are!

Posted by Babak Pahlavan
Senior Director of Product Management, Measurement & Analytics

The Google Analytics 360 + Salesforce integrations are just one part of a broader strategic alliance announced today between Google and Salesforce. Read about new integrations between G Suite and Salesforce and a new partnership between Google Cloud and Salesforce here.

Reach 2016 holiday Supershoppers with DoubleClick Ad Exchange

The digital landscape has changed the way people shop for the holidays. With the ability to instantly discover, research and purchase, people around the world are more informed and more efficient than ever before — transforming into supershoppers, seemingly overnight.

Supershoppers are a new breed of buyers, keeping their options open and relying heavily on mobile for inspiration, research and e-commerce. They learn the latest brands and the top gifts of the season, and they know where to find the best deals. Where do they gather their knowledge? From you, if you know how to reach them.

DoubleClick Ad Exchange offers access to the broadest reach of premium, clean and brand-safe inventory across screens. We've created a new guide to help you get the right message to these supershoppers and to provide some tips to help set your campaigns up for success this holiday season.

Get a better view of media performance with the new Conversions API

Today we’re introducing a new API that allows you to securely connect offline conversion events to your digital advertising programs, allowing you to measure the full impact of your digital spend. In addition to gaining a more comprehensive view on campaign performance, you’ll also be able to use these insights to better refine your audience lists.

Take the auto industry, for example. Consumers in the market looking to buy a new sedan might start by watching video reviews of popular models. When they’ve narrowed down a few options that fit their needs, they’re likely to search for local dealers and make calls to schedule test drives. Finally, after all of this research, they’ll make their decision and buy directly from one dealer.

If you’re a car maker trying to reach consumers in this journey, you’re probably looking at proxy metrics (i.e. lead forms, time on site, video completion rates, etc.) to measure the success of your digital campaigns, leaving you with a partial understanding of their impact. With the Conversions API you’re able to measure offline activities as well — such as calls, visits or transactions happening in the dealership — giving you a complete view of the customer journey.

Some industry-specific examples

Enabling better decisions

By considering offline actions such as store visits, call activities and in-store transactions you can gain insights that will allow you to make your ads more relevant for consumers and perform better. For example:

  • Exclude existing customers from your new acquisition program and focus on retention and loyalty
  • Re-market to consumers who have called your call center but didn’t purchase
  • Cross-sell new products to frequent visitors of your stores

Getting started with the Conversions API

You can use one of the approved partners to securely integrate with DoubleClick. Approved partners span various use cases including CRM onboarding, call tracking and foot traffic attribution:

                               

      

Conversions API is now available to all DoubleClick accounts. To get started, review the technical documentation in our Help Center, talk to your sales representative or contact one of the partners directly.


Posted by Luke Hedrick
Product Manager, DoubleClick

Join us as we announce the latest innovations in digital marketing

Tune in on July 19th for the DoubleClick Announcements Livestream. Watch live as Paul Muret, Vice President of Display, Video Ads and Analytics at Google, shares new product announcements and DoubleClick's vision for the future.

Register and get the link to the livestream in your inbox before the event.

The event will be streamed live on DoubleClick.com on July 19th, 2016 9:00am PT / 12:00pm ET.

Posted by The DoubleClick Marketing Team

The creative process for programmatic: A toolkit for creative agencies

Programmatic advertising accounts for 67% of all digital display ad sales1. When you consider that data-driven creative is the creative powerhouse behind programmatic, and that 70% of a media campaign’s performance hinges on the creative2, it’s clear that knowing how to build data-driven creative is a must for any agency with an eye toward the future.

As important as data-driven creative is, adopting is easier said than done. That’s why we put together a set of resources to help marketers, media agencies, creative agencies and production teams understand how to connect the dots between data and creative, to build more effective campaigns. We launched our first piece, a guide for marketers, back in March, along with an infographic to illustrate the process.

Today, we’re excited to launch a toolkit for creative and production teams, to help you understand how data can fit into your creative process.


Posted by Becky Chappell
Product Marketing Manager, DoubleClick

1 eMarketer, 2015
2 Internal data, Google Media campaigns, October 2015

Win by reaching Olympics viewers with DoubleClick Ad Exchange

All eyes will be on Rio de Janeiro from August 5-21 as the world’s top athletes battle for medals in swimming, track and field, gymnastics, basketball, beach volleyball and other popular sports. Millions of sports enthusiasts, families and even non-sports fans across the globe will tap into the excitement of the Summer Olympic Games.

With the whole world watching, advertisers have an opportunity to reach Olympics viewers on every screen they use to follow the games. Informed data can help you win during Rio as thousands of athletes compete and billions of people watch. Knowing where viewers spend their time, which sports they follow and what they’re interested in can give you an edge—and wider reach.

Check out our Olympics guide to learn how DoubleClick Ad Exchange can help you increase your reach during the games.

Team up with a DoubleClick Certified Marketing Partner

Digital platforms give brands the tools to reach audiences where they spend their time, at scale and with personalized messaging not possible through other channels—so it’s no surprise that in 2017, total digital ad spending is predicted to surpass TV for the first time.1 With this milestone approaching, we’ve heard your excitement about the opportunities digital can bring to your organization, but also that you’re looking for help to design and implement a digital strategy that meets your unique business needs.

Today, we’re launching the DoubleClick Certified Marketing Partner program to help give you the confidence you need to win in digital. Connect with a global network of certified digital marketing experts so you can achieve your goals, from building your brand to driving sales.

Connect with DoubleClick Digital Marketing

Certified Marketing Partners provide a range of technology and service offerings. Whether you’re looking for creative or media management services, data or technology integrations, help with measurement and attribution, or access to the DoubleClick Digital Marketing platform, our partners can help you succeed.

Find a partner

We’re excited to welcome over 40 Certified Marketing Partners into the program, from around the world. And we’re working hard to build out the program to ensure you can reach your marketing goals by teaming up with a Certified Marketing Partner, no matter where you are.

When a partner has the DoubleClick Certified Marketing Partner badge, it means they’ve been carefully vetted and meet our rigorous qualification standards. Partners who’ve earned the badge are listed on DoubleClick Certified Marketing Partner Search, so you can find the right partner for your business.

Many advertisers are already seeing value working with our Certified Marketing Partners:

"In the fast-moving and often chaotic world of programmatic advertising, MightyHive has been a trusted partner that we have come to rely upon. In addition to strong strategic advice, we appreciate their product recommendations, campaign execution and intelligence on the latest trends in the marketplace. MightyHive has consistently delivered."
Scott Jensen, Senior Vice President of Digital, Partner Fusion

“We needed a partner to assist and lead the transition into the DoubleClick technology stack, and Acceleration has been first-rate. This partnership allowed our agency to reach our goals, and because of Acceleration we continue to exceed them in terms of growth.”
David Taylor, Digital Director, Accord Group Ltd

“FiveStones brings effective digital strategy and optimization solutions. This partnership has helped us advance our brand marketing strategy and our ability to capitalize on the shift to digital."
Karen Tsang, Head of Marketing, Openskools Limited

To Find a Partner, visit www.doubleclickbygoogle.com/certified-marketing-partners/

Posted by Chip Hall
Managing Director of Media Platforms, Google


1eMarketer ‘Digital Ad Spending to Surpass TV Next Year’ 2016

Spotlight: Smarter Marketing with Analytics 360, part of the Google Analytics 360 Suite

Cross-post from the Google Analytics blog.

On the Google Analytics team, we believe a primary goal of analytics is to make your marketing smarter. It should help you understand your customer’s journey, gain and share insights, and create an engaging experience for your audience.

But just as your organization can’t achieve these goals in a silo, neither can your website analytics data. Your customer’s journey includes both their experience with your marketing campaigns as well as their experience on your sites and apps. So you need complete data, connected from marketing through to site experience, to actually gain insight and deliver a great customer experience.

Analytics 360, part of the Google Analytics 360 Suite, is proud to provide this type of end-to-end understanding with our existing AdWords integrations. Beginning today, we are now offering this same capability with the DoubleClick Digital Marketing platform. In addition to our existing integration with DoubleClick Campaign Manager, you can now view user engagement information for users acquired through DoubleClick Bid Manager and DoubleClick Search campaigns directly within Analytics 360. It’s super easy to connect your Analytics 360 account to DoubleClick Digital Marketing and there’s no implementation work needed (e.g. no site or campaign re-tagging).

With these new capabilities, marketers using Analytics 360 are better able to see the customer journey from when a customer was exposed to their marketing campaigns all the way through to that customer’s eventual purchase on their site (or lack thereof). User engagement with your site can be analyzed for both users who viewed an ad (view-through) and for users who clicked on an ad (click-through). View-through information is especially important for display, video, and mobile because users often view these ads and then visit the website later rather than clicking directly on the ad.

Companies like Panasonic are already using our integrations with marketing media to improve their return on investment (ROI) from digital marketing campaigns. With the Analytics 360 ads integrations, Panasonic was able to aggregate all digital campaign data into one platform to gain insight about their customers. They then shared these insights back to their media tools to better find engaged audiences and provide those audiences with the right experience at the right moment, driving an ROI increase of 30%.

In light of these latest integrations with Google ad technologies, we wanted to take a moment to discuss the two capabilities we enable across all our ads integrations that help you achieve smarter marketing: 1) understanding the customer and their journey and 2) creating relevant experiences for users.

Understanding the customer and their journey

They saw and / or clicked on your ad and arrived on your site. But who are they? What happened next? Did they bounce immediately? Did they research specific products? Did they sign up for your newsletter? What were the users who interacted with your digital marketing doing on your site? Ads integrations with Analytics 360 can help you answer these questions and more, for example:

  • You are launching a new product and start running display and search advertising campaigns to attract customers. You find that one campaign has a low conversion rate and you’re considering deprecating it. But you review your site analytics data for this campaign and find that some specific ad exchanges and certain keywords are driving many new users to your site. And some of these exchanges and keywords are driving new users who are highly engaged — they view a lot of product detail pages and spend a lot of time on your site. So, instead of shutting down the campaign, you refine the targeting for the ads in this campaign to focus more on the ad exchanges and the keywords that drive engaged new users to your site. Then, you create a remarketing campaign to bring these engaged new users back to your site for purchase.

  • One of your campaigns drives a lot of click and view-throughs, but has a low conversion rate. Analysis in Analytics 360 reveals that most users bounce immediately, but a certain segment who click on or view that ad (e.g. women aged 18-35) have a really high conversion rate. You refine the messaging and creative in your ads, adjust where these ads are served, and bid higher in order to find and attract more of this high-performing audience.

Creating relevant experiences for users

User behavior on your site can tell you a lot about them and what they’re interested in. Shouldn’t you use that information to inform your marketing strategy? Some examples:

  • You run a shopping site and have users who spend a lot of time looking at an item or even put that item in their cart, but don’t end up purchasing. At the end of the season, the clothes on your site go on sale. You create remarketing campaigns to these users who showed interest but never purchased letting them know that the item they were interested in is now on sale.

  • You are a cable company and you’d like to offer your new online streaming HDTV service to existing customers who subscribe to your high speed Internet plan. You create remarketing ads for customers who have the high speed plan, driving higher lifetime value for these customers.

These are just a few examples of how analytics data can blend with campaign data to create real value for both companies and for their customers. It's a win-win — customers get marketing that is truly relevant to them, and companies put their marketing dollars to work with the customers who are most likely to be interested.

Visit the Google Analytics 360 Suite Help Center to learn more about our new integrations with DoubleClick Bid Manager and DoubleClick Search. You can also learn about our existing integrations DoubleClick Campaign Manager and with AdWords. Stay tuned for more updates from Analytics 360 as we continue to invest in new and exciting capabilities. Happy analyzing!

Posted by Abhi Aggarwal and Jocelyn Whittenburg
Google Analytics team

Netshoes sees 5X increase in conversion rates with DoubleClick Bid Manager

E-commerce in Brazil has grown 20+% year over year for the last five years1. In this highly competitive environment, choosing the right advertising partner is a critical strategic decision for a retail brand to ensure their message breaks through.

Netshoes is the world's largest sports retailer, selling everything from basketball shoes to fitness gear across all of Latin America. Historically they have been deeply focused on performance advertising, and at times have used up to 8 different advertising platforms and retargeters at once in search of the best results.

But recently, Netshoes decided this approach wasn't giving them the best results. They found they were competing against themselves by bidding for the same audience with multiple ad providers, driving costs up and ROI down. When they consolidated their media buys across display and video with DoubleClick Bid Manager, the results speak for themselves:
  • 400% better conversion rate than with other channels.
  • 30% view rate on TrueView video ads, with CPVs lower than the market average.
  • 15% time savings across the Netshoes media buying team.

"The results we get from DoubleClick are simply much better than those from other partners in our past"
—Danilo Mangini, Marketing Manager, Netshoes

Learn more about Netshoes’ approach in the full case study.
Posted by Kelly Cox
Product Marketing Manager, Google
1 Source: e-bit Webshoppers

Actionable measurement for mobile app install campaigns in DoubleClick

Mobile has forever changed the way we live, and it’s forever changed what we expect of brands. It’s fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each one is a critical opportunity for brands to shape our decisions and preferences. In these I-want-to-know, I-want-to-go consumer moments, people are turning to mobile apps, in addition to websites, to find what they need.

Given this consumer shift, companies from industries as diverse as Finance, Retail and Travel have jumped into the game, building branded app experiences to engage with their customers. So it’s important that marketers be able to measure and attribute their app-related activities, whether installs, engagement, or purchases, back to their advertising campaigns.

That’s why, today, we’re excited to announce the ability to integrate app install and event data from key third party measurement partners into DoubleClick. Working with third parties (starting with TUNE) we are able to increase the measurement accuracy between different app attribution trackers and DoubleClick, ensuring your data is accurate and reliable.

With this launch, marketers can now use supported third party measurement partners to attribute in-app activities back to the in-app ads they have run through DoubleClick, enabling them to reach their performance goals as they acquire new app customers.

This launch provides customers with:

  • Choice: Use one of several (supported*) app tracking tools, while still accurately attributing installs to your DoubleClick ad campaigns.
  • Accuracy: Get reliable and accurate metrics so you can report on your results with confidence, while getting the benefits of a unified view of all your programmatic or reservation app attribution data inside DoubleClick reporting.
  • Better performance: Minimize cost-per-acquisition to get the best performance for your budget. You can optimize your bids in DoubleClick Bid Manager against your post-view and post-click conversions. You can also create targetable audience lists based on these in-app activities (e.g. customers who’ve installed your app or customers who’ve logged in).

By allowing more choice to advertisers using their preferred third party app measurement tools, we are able to provide more robust and actionable metrics for marketers running mobile app install campaigns on DoubleClick.

To get started with this feature, please follow the directions here for DoubleClick Bid Manager, and here for DoubleClick Campaign Manager (accessible by customers only.)

Posted by Steve Chang
Product Manager, DoubleClick Digital Marketing

*At launch, this feature supports a verified integration with TUNE. Verified support for other third party app trackers is expected to launch later this year.