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Modern Internet Marketing Cheat Sheet (DRAFT) by [deleted]

Modern Internet Marketing

This is a draft cheat sheet. It is a work in progress and is not finished yet.

Be Relevant

Consumers don't respond to irrelevant messages. So how can your customer analysis and segmen­tation make your marketing more releva­nt—more person­alized and engaging, so it cuts through? Here are some things to consider:

You need the right data and the right tools.
Without great data and techno­logies you can't understand who your best targets are, what and where they prefer to buy, where they're located, and the best ways to interact. That said...

What defines great data?
Great data is accurate, compre­hensive and up-to-­dat­e.It's granular and includes attributes that go beyond the digital world, like customer demogr­aphics, attitudes and lifest­yles, brand prefer­ences, buying patterns, and media usage. The richer the customer profile, the more relevant your message can be.

What should you look for in analytics tools?
First, you want tools that help view customers beyond your CRM data.
Look for linkages that connect your data with external data that you don't know.
Tools that make it easy to activate your segments of your omnich­annel marketing.
Analytics platform that's consistent across channels.
Accessible on multiple devices.

3 Hurdles to Overcome

What makes targeting data accurate? Answer: the 4 C's—data that's compre­hen­sive, corrob­orated, cross-­device, and custom. When all 4 work together, you can clear these 3 hurdles and raise your omnich­annel game.

1. Pixel-­based audiences don't meet expect­ations. Want to launch a mobile campaign that targets your compet­itors' customers? You'll need better data than you'd find in pixel-­based segments or from audiences created with stale CRM. 4C data can tell you which attributes are associated with your audience; let you build custom audiences based on unique needs; and target your compet­itors' customers on mobile devices.
2. You can't identify customers across channels.
Let's say you're in retail. Cross-­device (and cross-­cha­nnel) data identifies online and in-store customers. It also helps you remarket to people who dial your call center but don't buy. 4C data enables you to customize offers on your website to drive greater conver­sions and revenue per customer.
3. You're unable to reach target audiences at scale.
With 4C data, you can scale by knowing the attributes of high-p­erf­orming audiences, unders­tanding which messages resonate with whom, and then expand the remark­eting pool with high- value prospects. In other words, quality in, quality out—and in much greater propor­tions.

Better Ways to Increase Measure

Customers live online but most still buy in stores. To help bridge that gap, here's a quick checklist.

Measure the full customer journey.
Connect diverse identi­fiers from online and offline touchp­oints
Analyze an omnich­annel universe, not just the web.
From website and display ads to direct mail and call center, see patterns, adjust campaigns, and make smarter media decisions.
Get neutral analysis of marketing perfor­mance.

Without enough new inputs from both online and offline sources, your media intell­igence won't stay fresh. Be sure it's generated by a broad set of partners to keep it compre­hensive and up to date. This way you can gain a neutral analysis and spend with confid­ence.
Close the loop between online and offline.
Which online activities influenced offline sales?
Attribute sales accurately across all the channels you use: email, direct mail, call center, mobile advert­ising, and more. This means analyzing identi­fiers from many different channels and recogn­izing when they signify a single customer.

Avoid the 3 Traps of "­DIRTY DATA"

Would it surprise you to learn that 50-70% of the inform­ation you get from CRM onboarding is "­dirty data?" These incorrect linkages and inaccurate matches mean tremendous waste in your media buys. As you look for a data onboarding solution, here are some traps to avoid.

1. The majority of linkages are hypoth­etical "­fil­ler."
All CRM data has incomplete or outdated records. This reduces the accurate connec­tions to online cookies or mobile advert­ising IDs. Onboarding providers will sometimes try to extend reach using statis­tical modeling ("best guesse­s") which yield a higher rate of false positives. Make sure your provider's method­ology uses author­itative identity to ground your data.
2. Individual targeting: not enough bulleyes.
Actual linkages between your CRM data and cookie­s/m­obile advert­ising IDs are far rarer at the individual versus the household level. Because individual linkages are rare, your reach is lower. Make sure your provider can match at BOTH levels.
3. Email addresses and devices aren't people.
Most Americans have multiple devices and phone numbers, plus change email addresses and other inform­ation regularly. Ask your onboarding provider if they can connect all of a person's ever-c­hanging data with a single, persistent identi­fier. This lets you model and target more accura­tely, coordinate messages across channels, and reduce ad messaging overlap and fatigue.