Data is the currency of the internet. At MHP/Team SI, we follow data because it can tell us where your marketing campaigns are working and where we need to make changes. By practicing data-driven marketing, we’re not just trying to reach a higher number of impressions on your ads each month. Instead, we’re looking to reach the right person at the right time with the right content at the right frequency. These data-driven methods can be the difference in gaining or losing a customer.
Doppio® is MHP/Team SI’s own proprietary system that pairs the most sophisticated, aggregated and automated data analytics platform available with the insights and instincts of our certified staff to optimize campaign effectiveness. Through Doppio®, MHP/Team SI has access to 221,437 different data layers that we can apply to our clients’ marketing messages to ensure they hit the right audience.
In August 2020, our TraDigital™ Dashboard recorded the following data points delivered to our clients across North America.
MHP/Team SI created 42,394 digital ads for our clients that resulted in 77,337,236 targeted online impressions. The impressions delivered were to a specific audience with a very specific goal as each client has its own objective, key performance indicators (KPIs) and strategy.
Those ads generated 229,610 leads tracked on digital channels and included 2,431 social media leads and 58,871 calls for our clients. In the future, we expect this number to increase as we work on other ways of tracking offline leads.
Connected TV was used for 100 of our clients to push their message to a direct television audience. When customers use TVs that connect to the internet (those receiving Netflix, Hulu, etc.), we get access to their household IP address and can see what they are in the market for based on their searches. This data helps us determine how and when we launch an ad in front of that particular audience. So, with Connected TV, you aren’t wanting millions of irrelevant impressions, but instead, you want to hit the right audience. In August, those 100 campaigns resulted in 1,737,258 video starts that connected our clients to the RIGHT customers. According to a recent eMarketer report, though shelter in place orders amid the pandemic are expected to lead to an increase in time spent with TV compared to 2019, TV ad budgets are declining. This is likely due to the shift in consumer behavior as people are buying from stores and brands that might not otherwise be visited. During these times, it’s important for brands to stay visible. Data-driven linear TV and/or addressable TV can help to amplify marketing messages while targeting an audience that is more in tune with a certain brand.
We also had 246 Google My Business locations for July. Those campaigns ended the month with an average review rating of 4.42 and 2.04 million searches.
At MHP/Team SI, data drives decisions for our clients’ TraDigital™ marketing plans and is what helps their campaigns succeed. By analyzing data and implementing strategic techniques, we see how digital marketing can improve business and generate leads.
Do you want to team up with our data-driven marketing firm? Contact us at [email protected].