Good morning, do you have a holistic view of your marketing data? 

If so, give yourself a pat on the back. If not, don’t worry, you’re not alone. Data — the wrangling and the implementation of it — continues to be a thorn in the side of many marketing organizations. 

Datorama Product Marketing Manager Emily Hoffman says marketers face three fundamental data challenges. First, they lack a unified view across all of the marketing investments they’re making, their performance and their results. Second, they lack real-time insights to be able to optimize ROI and results; and third, there is little to no alignment or governance across teams, regions and stakeholders to drive cooperation. 

“As a result, marketers are struggling to answer some critical business-driving questions,” said Emily. In other words, they don’t know the answer when asked which programs should be cut and which should be maintained, or what messaging is best resonating with the brand’s audiences right now. 

To overcome these challenges, Clue CEO Josh Alvernia says marketers have to “de-silo” their data, an effort that can seem daunting depending on how many platforms are being used. To help clients tackle their data, Josh’s team distills it down into categories that are more digestible. From there, his clients can begin to build data modeling products and processes — stitching together the data in a way that drives measurable business outcomes. 

In the end, the most important thing marketers can do is trust the data. “You’ve only made a mistake when you’re not letting data show you a better way,” said Josh. 

Of course, in all of this, marketing automation platforms are key to managing and tracking your data effectively. MarTech Today Research Director Pamela Parker says investments in marketing technology continue to be a priority as brands strive to collect, authenticate and analyze consumer analytics. In our latest buyer’s guide, Pamela has put together an in-depth look at B2B marketing automation platforms, along with vendor profiles — available for download now.  

There’s still more below, including a Soapbox on brand loyalty and a new Adobe Audience Manager feature. 

Amy Gesenhues,
Senior Editor

 
 
 
Soapbox
 

As customers are forced to cheat on their favorite brands, will they come back?

With desperate times come desperate measures. As retailers and etailers struggle to keep products stocked by the hour, many of us can attest to forgoing our favorite brands for any available brand on the shelf. But the question is, will forced brand switching have an impact on loyalty for the long term?

Online behavioral data reveals a 1,100% increase in people – mostly females – searching for the generic term “toilet paper” as compared to early January. Typically, 25-33% of shoppers search for toilet paper by brand name. However, as much as 83% of all recent toilet paper searches have been unbranded.

In addition to toilet paper, many of us cannot live without coffee. This category has historically seen steady search behavior with no real increases or decreases. At the beginning of 2020, searching for coffee by brand made up 85% of coffee-related searches. However, during March and April, this has dipped as low as 61%, signaling a 24% decline in brand loyalty. Again, to ensure there’s coffee at home in the morning, consumers are seeking out alternatives, some of which they have never considered before.

Is this just a short-term blip that marketers can soon forget? Unfortunately, the answer appears to be no. All evidence points to ongoing and persistent supply chain shortages being a part of our collective reality for at least the remainder of 2020.

If the scenario plays out this way, the logical question becomes: what will be key to bringing these wandering customers back? The answer lies in understanding the deeper connections customers have with the brands they love. Because love is a two-way street and the absence of your brand in their lives needs to feel like settling for number two isn’t going to be good enough.

Greg Heist is the chief innovation officer at Gongos, Inc.

 
MarTech Minute
 

Adobe adds a new Predictive Audiences feature to Audience Manager

Adobe has launched a new Predictive Audiences solution as part of its Audience Manager platform. According to the company, Predictive Audiences give marketers personalization at scale while still keeping user choice and control in place. Powered by AI and machine learning, the new feature allows marketers to classify unknown groups of people who have visited a brand’s website but have yet to be categorized into a segment or distinct persona.

Why we care: Personalization is a difficult task to master at the moment. Marketers are dealing with a mess of ID resolution information combined with a loss of cookie data, in addition to the massive shifts in consumer behavior that has happened across industries during the last three months. Adobe says its new feature can match an unclassified user’s propensities against an existing segment in real-time and predict which persona the user would most likely belong to. The tool adds new opportunities for personalization — something a lot of marketers would welcome right about now.

In other news …

 

Compare 13 top marketing automation platforms

MarTech Today’s “B2B Marketing Automation Platforms: A Marketer’s Guide” examines the market for B2B marketing automation software platforms. This report includes profiles of 13 leading B2B marketing automation vendors, capabilities comparisons, pricing information, and recommended steps for evaluating and purchasing.

Get it now »

 

Attend SMX next month for free

Join thousands of search marketers June 23-24 to access more than 30 sessions from leaders in search marketing technology, actionable insights from senior-level search marketers, and four, just-announced keynotes from the Search Engine Land experts you know and trust…

Check out the keynotes »

 
 
 
What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

How Automation Can Future-Proof Enterprises Against Major Disruption – CMS Wire

The Customer Of The Future Wants Connection And Progress – Forbes

Apple and Google still in talks with UK about COVID-19 app technology – Reuters

A fight for the soul of machine learning – VentureBeat

Shopify announces a new merchant debit card and support for payment installment plans – TechCrunch

75% of ANA members have diversity plans, but only 40% apply them to marketing – Marketing Dive