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Media and multi-channels are constantly consumed by Internet users and they have transformed and diversified the digital marketing in recent years. We are living progressive transformations in production, distribution and reception of advertising. We’re facing brave new challenges powered by a multichannel environment, which forces brands to integrate in their strategies a experience that users may enjoy and perceive in all possible platforms. The objective of marketing professionals is to avoid duplication of advertising impacts and measure the results obtained in campaigns, optimize investments and achieve the objectives.
As the Tidart team begin to define campaings to any of its clients, data is always used to establish the bases of our performance strategies. After that, our internal data analysis center named Tidart Data Lab developes several studies to measure the effiency and profitability of every cent our clients invest. One of the most requested study is the Incrementality Study, that allow us to know with quite precision which is the incremental value of the advertisement exposed.
It is also important to consider that our target’s interests on a brand may vary depending on where the target is from. This is why Tidart Digital Media and Data Agency developes Geo Experiments, able to predict users behavior patterns in diferent geographic areas and estimate any significant impact between prediction and real results.
After analyzing the current situation, scenarios, rivals and needs according to the strategy and objectives, the team works on a planning adhoc for each company, taking all phases of the purchase funnel:
Whether it is a new brand that must start working on a part of branding or an already recognized brand whose strategy focuses on our specialty of performance, the secret of success begins with knowing well the target and knowing how to impact them in a relevant way in all possible channels: social networks, RTB, Google Ads… Starting with a branding phase, where we cross data between channels and work on segmentations of specific audiences based on their behavior, to reimpact them in other channels where we have not arrived yet. This is how we conduct audiences from a stage of brand recognition to performance where we achieve the expected conversion.
Thanks to the current technology, our internal developers work their own scripts that perform thousands of daily adjustments in bidding platforms on digital advertising to optimize the advertising investment and guarantee the objectives. In addition, we have tools that allow us to analyze cross-device conversions through the combination of different statistical models.
To ensure that we reach our target with relevant messages and creatives, we treat custom ad models that enhance conversions. Tidart developed its own dynamic ads tool named i+3D, which creates thousands of ads specific for each used based on their behavior. These creatives are generated in real time with specific information on offers, prices, flight information, weather… without incurring additional costs for our customers.
This article was originally published in May issue of Interactiva magazine