The Martech Training Boom on bdex.com

The Martech Training Boom

The Martech arms race is creating tremendous demand for trained and certified digital marketing professionals. Trade organizations, for-profit companies, colleges, and universities are responding with a growing array of online and in-person options.

One of the primary challenges facing CMOs today is developing in-house digital marketing expertise needed to harness the power of in-house and third-party data.

Many companies are working to bring core data marketing technologies as well as digital marketing and advertising functions in-house. The effort will require not only spending billions of dollars on IT infrastructure but training or recruiting thousands of employees needed to build, maintain and run highly complex and often AI-enabled systems.

Marketers need new skills

A traditional marketing or advertising education consists of a bachelor’s degree in advertising, marketing, or journalism, with classes on consumer behavior, market research, sales, and the like. As marketing has become increasingly data-driven, marketers must continually build upon that foundation by becoming fluent in a wide and rapidly changing array of technologies and platforms.

Today’s marketing ecosystem is complex and poised to get more so as data continues to grow exponentially. In 2019, digital voice assistants and smart TVs will swell the amount of real-time data signals available to marketers. As the torrent of consumer data grows, companies need employees who can decide which data matter and how to integrate it into an increasingly complex data marketing infrastructure and strategy.

To stay competitive, CMOs are increasingly turning towards training and certification programs. Below we highlight just a few being offered by reputable trade organizations, companies, and academic institutions.

MarTech® Conference Workshops

MarTech® offers a variety of workshops at its conferences designed to provide marketers a deep dive into such topics as agile marketing, customer data platforms, buying marketing technology, creating connected experiences, or building a marketing team with talent optimization. Workshops offered at MarTech’s recently concluded conference in San Jose, California included “The Right Way to Buy Marketing Technology,” “Using CDP to Make the Most of Your Customer Data,” and “Agile Marketing Advantage.” The company’s next conference, MarTech® East, is scheduled to take place in Boston in September 2019.

IAB training certifications

The Interactive Advertising Bureau (IAB) offers certifications in Digital Media Sales, Digital Media Buying and Planning and Digital Ad Operations.

More than 9,500 participants representing more than 300 publishers, agencies, and ad technology vendors have enrolled in IAB’s certification programs since they were established in 2012. Many of the nation’s leading media companies—including AOL, Bloomberg, CBS Interactive, Collective, Condé Nast, Discovery Communications, NBCUniversal, Time Inc., Time Warner Cable Media, and Tremor Video—have pledged to have all eligible digital sellers across their organizations become IAB-certified.

The Digital Media Sales and Digital Ad Operations programs earned the American National Standard Institute’s (ANSI) first accreditation in digital advertising in 2015. The ANSI accreditation process, based on international benchmarks, increases the integrity, confidence, and mobility of certified professionals, and represents the highest standard in personnel certification.

Shoptalk

Shoptalk launched two education initiatives at its 2019 conference, which drew 8,400 people to Las Vegas from March 3-6. The first is a standardized set of sessions referred to as Shoptalk’s Core Curriculum, which covers many of the fundamentals of retail and will be repeated annually with updated perspectives and examples.

Shoptalk also launched an Annual Retail Education Certificate which is awarded to those individuals who complete 10 credits of continuing education at Shoptalk conferences. This certificate helps recipients distinguish themselves at a time when there is a significant divide in retail industry professionals’ knowledge of digital innovation.

Collegiate degree and certificate programs

A growing number of academic institutions are offering certification programs, ranging from community colleges to elite business schools such as Wharton at the University of Pennsylvania and the Kellogg School of Management at Northwestern.

Duke University has partnered with Simplilearn, an online training provider, to deliver a curriculum that provides students with advanced knowledge of the eight most important digital marketing domains and includes real-world projects and virtual simulations for practical experience. The program offers hands-on simulation labs and projects for practical learning with 350 combined instruction/study hours. Completion of the program meets the course criteria to sit for the Online Marketing Certified Professional certification exam.

As one of the world’s first data exchange platforms, BDEX is dedicated to building the infrastructure to power human connectivity. Contact us today to learn how we marketers access the best third-party data inexpensively, quickly and easily.

The Value of TV Viewing Data on bdex.com

The Value of TV Viewing Data

Whether it’s knowing what your customers are watching or how to reach audiences watching certain programs, having access to TV viewing behavior can take your personalization and real-time targeting to the next level.

If you are new to the TV advertising business, it’s easy to get swept up in the hype about the targeting capabilities of smart TVs. Yes, smart TVs are being adopted rapidly and yes, they are prompting more brands to consider adding TV to their programmatic buys.

The fact Is, however, that much of the technology underlying smart TVs has been in use by the cable and satellite TV industry for decades and BDEX has been collecting data signals from tens of millions of addressable.

The BDEX Data Exchange Platform (DXP) contains more than 14 billion data points from addressable cable TV, including more than providing insight into when, how often and for how long tens of millions of U.S. consumers view hundreds of channels, genres, and shows.

A quick query of the Arts/Television industry using the

Query the Arts/Video industry and you can explore 13 and see what contact information we have for 65 million unique users who have downloaded/streamed comedy film from the Internet or the 96 million who have used pay-per-view to watch an action movie.

The BDEX DXP provides the data you need to connect with tens of millions of cable TV, satellite TV, and streaming video service customers based on their viewing habits.

This rich psychographic data can be used to refine audience segmentation or personalization whether you use programmatic TV advertising or not. In late March, a marketer could have used our data to reach 12 million people who had watched Game of Thrones in the prior four weeks via 6.3 million email addresses, 2.9 million U.S. postal address and 2.2 million smartphone IDs.

Other misconceptions

While it’s true that advertisers have been slow to exploit addressable cable TV’s programmatic capabilities, that’s due largely to three big misconceptions about programmatic TV advertising, according to Bett Hurwitz, business lead for advanced TV at Verizon Media Group. The biggest of those is the perception that due to higher CPMs, programmatic TV advertising only makes sense when trying to reach small audiences.

Hurwitz counters that insights gathered through a small amount of programmatic TV advertising can improve the ROI on linear TV ad spending. For instance, a marketer could invest five percent of their overall TV advertising budget in non-linear TV (streaming, DVR, video-on-demand, over-the-top (OTT) or mobile technology that facilitates time shifting) to find out when and what their target audience is watching. They could then use that information to spend the remainder of their TV advertising budget more wisely.

As Hurwitz points out, predictions of TVs rapid demise seem more hype than reality.

From 2010 to 2014, TV remained more effective at achieving advertisers’ KPIs than online display, paid search, print and direct marketing advertising across multiple industries, according to a comprehensive study by Neustar MarketShare sponsored by Turner Broadcasting Company and Horizon Media. Despite the rapid adoption of OTT (over-the-top) streaming services and other changes in consumer viewing habits, the study found that at similar spend levels, television’s lift was consistently 7x paid search and 3x online for the industries studied.

Amazing brand experiences

Of course, a lot has happened since 2014. Today, Google data shows that 84 percent of smartphone and tablet users use those devices while watching TV, and they’re often searching for information that’s related to what they’re watching.

Whether it’s via addressable cable and satellite boxes or smart TVs, programmatic TV empowers brands to expand their omnichannel experience in a very meaningful and scalable way. It enables marketers to send different ads to different devices in real time based on what the user is watching. A teenager and their parent could be sitting side by side on a couch watching the same program and see completely different advertising appear on their personal devices based on real-time data signals captured by BDEX partners.

BDEX provides marketers the ability to target the smartphones of 180 million digital cable subscribers based on viewing habits. That could be the 1.5 million who watched NBC Sports Fishing programs in the prior four weeks or the 99 million who watched Pawn Stars on the History channel.

BDEX is committed to building the infrastructure marketers need to power human connectivity. Call (917) 410 6616 or email us at info@bdex.com today to learn how real-time targeting, our Data Exchange Platform, and other BDEX solutions can help you put the right messages in front of the right consumers at the right time.

MarTech M&A Accelerates on bdex.com

MarTech M&A Accelerates

Could the big surge in MarTech deals last year signal the end of one wave of consolidation and the beginning of the next? Either way, it’s clear brands are more focused on harnessing data to connect with customers than ever.

In a synopsis of 465 mergers and acquisitions that took place in the advertising and marketing world last year, the consulting and publishing firm R3 Worldwide concluded that the consolidation that swept through the agency world in recent years finally spilled over, into and around the MarTech stack.

R3 estimated global M&A spending in the industry rose 144 percent to $33 billion in 2018 but noted that only 20 percent of transactions completed involved a global holding company. The overwhelming majority of growth came not from a global holding company acquiring an agency but from what R3 dubbed “unconventional buyers” targeting MarTech companies.

“M&A activity in 2018 signaled that the grand view of MarTech is becoming actualized and 2019 will be about how companies move beyond facilitating the intersection of marketing technology and management to real integration into the enterprise,” Greg Paull, principal and co-founder of R3, wrote in the report.

The activity is being driven in part by global CMOs, who after years of experience with digital marketing are opting to bring more expertise and technology in-house in a bid to extract more value from their own data and streamline sprawling – and often less-than-transparent – marketing supply chains.

Consolidation hits the MarTech Stack

In terms of targets, personalization remains front and center, as evidenced by Walter J. Thompsons merger with Wunderman. The two companies said they combined to create a one-stop, data-driven creative shop capable of meeting the needs of global brands.

“We already share many core clients, who will now have simpler access to our combined expertise,” the companies said in a joint statement announcing the merger. “And, as technology reshapes marketing, we have existing partnerships with Adobe, Amazon, Google, IBM, Microsoft, Salesforce, and SAP.”

Adobe spent $4.5 billion to acquire Marketo, while Salesforce.com acquired Cloudcraze in deals each company said was aimed at bringing MarTech to the lagging B2B sphere. Forrester predicts that U.S. B2B commerce will grow from $889 billion today to $1.2 trillion by 2021.

“The imperative for marketers across all industries is a laser focus on providing relevant, personalized and engaging experiences,” Adobe’s Executive Vice President and General Manager Brad Renche said of the $4.5 billion deal to acquire Marketo. “The acquisition of Marketo widens Adobe’s lead in customer experience across B2C and B2B and puts Adobe Experience Cloud at the heart of all marketing.”

Salesforce also gobbled up Mulesoft to help companies unlock data across legacy systems, cloud apps and devices; as well as Rebel, which allows brands to “turn emails into an extension of their website or app – collecting data, removing friction from the conversion process, and enhancing the customer experience.”

Smaller, but potential seminal deals included Singapore-based InMobi’s decision to acquire Reserve for $90 million and as part of its plan to launch the world’s first, largest and most transparent in-app and video programmatic exchange.

What do these M&As signify for the industry?

The deals signaled an acceleration of consolidation in the MarTech space being driven in large part by global CMOs eager to rationalize their marketing supply chains. Clearly, investors have heard their plaints and are rushing to stitch together companies that can provide integrated solutions spanning the entire length of the customer journey from content marketing to programmatic advertising, check out and customer loyalty programs.

The quest for ever deeper levels of personalization was apparent in both the Adobe and the Wunderman Thompsons deals, which hinge in part on the bet that data can be used in new ways to not just automate marketing but inspire creativity.

The BDX data difference

The one thing all these deals have in common, of course, is that they will either add to the volume of third-party data or rely on it to succeed.

As one of the world’s first data exchange platforms, BDEX stands ready to help marketers access the best of that data as inexpensively, quickly and easily as possible. Our 100 percent deterministic cross-device matching and a uniform taxonomy spanning more than 5,000 industry categories enable us to verify and aggregate more than 900 billion data signals generated by tens of millions of U.S. consumers in real time.

We do this so marketers can focus more on marketing and less on scrubbing data – or who owns which layers of their marketing stack.

Why not call 917-410-6616 or contact us today to see how BDEX is building the infrastructure for human connectivity that can help take your personalization, real-time targeting and other marketing initiatives to the next level.

10 Reasons Programmatic Keeps Rolling on bdex.com

10 Reasons Programmatic Keeps Rolling

The expansion of programmatic advertising into the TV, out-of-home and other channels will only increase the need for reliable, real-time, third-party data.

It’s only natural that programmatic advertising has become the driving force behind digital display ads and is now spreading rapidly to out-of-home, television and other channels.

After all, the ability to put your message in front of a person based on what they are doing that moment has long been the Holy Grail of marketing. We may not be there yet, but we are dramatically closer than five years ago and getting closer every day thanks to the MarTech boom.

Not too long ago, online display advertising remained a labor-intensive process that required a request for proposal (RFP), negotiations back and forth between representatives, and manual insertion orders. Programmatic advertising simplifies the process through an automated process that enables computers to use data to decide which ads to buy and how much to pay for them based on real-time data signals generated by millions of connected devices. Generally, brands or their representatives use what is called a demand-side platform (DSP) to choose which ad impressions to buy and how much they should pay, and publishers use a supply-side platform (SSP) to offer ad space.

Programmatic technology was developed as a way for publishers to sell their limitless online ad space but has rapidly expanded its share of ad spending as buyers and sellers recognized the value in such an efficient and productive system.

Today, approximately four out of five digital display advertising dollars are spent on programmatic advertising. By 2020, it’s forecast that 86.3 percent of digital display ads will be served programmatically. That includes everything from online display ads, to messages on electronic signs and billboards, audible search results and video ads.

In some way, programmatic advertising is just getting started, according to Digilant, which recently published a Top 10 Programmatic Media Buying Trends infographic for 2019. Below we share their list with some annotations of our own.

Voice Marketing: The rise of smart speakers has created a new frontier for relaying brand messages. With over 56 million smart speakers sold in 2018, advertisers who are interested in being the front runner of this new medium are already re-defining their digital strategy.

Programmatic Television: With more people viewing television via smartphones, laptops and smart TVs, programmatic technology is poised to transform TV advertising. According to eMarketer, U.S. advertisers are on track to spend $3.8 million on programmatic television ads in 2019 – a number that will continue to rise as agencies and brands become more acquainted with the process and familiar with the results. Marketers can take advantage of this valuable insight today through BDEX, which has data on the viewing habits of tens of millions of consumers.

Audio Advertising: Weekly podcast listeners listen to podcasts for six hours a week on average and comprise 17 percent of the U.S. population, according to MusicOoomph.com. With 100 percent deterministic cross-device matching from BDEX, you can capture what your target customers are listening to add resolution to your customer profiles and or target them via programmatic advertising.

Social Media Shopping: Making purchases directly through Instagram and Snapchat is a growing trend. Twenty percent of Snapchat users are more likely to make purchases after engaging with a shoppable ad seen on the app.

Digital Out of Home Ads: Electronic billboards, signs, and display boards have been steadily increasing in popularity due in part to the ease of automated ad buys. Targeted Digital Out of Home advertising can help drive ticket sales and store visits, increase app downloads and online engagement, and raise awareness of products, events, and services.

Artificial Intelligence in Media Buying: Using algorithms derived from data and online behavior can help optimize your media buying strategy. Four in 10 advertisers are currently utilizing AI to help target prospective consumers more effectively in a way that increases their return on investment.

Fewer Platforms: Agencies have been consolidating media and DSP partners for ease of use and reduction of the ad tech tax. Using programmatic advertising streamlines media buys in a way that benefits brands and ad sellers alike.

Cost Transparency: Having a full understanding of the cost breakdown is important to ad buyers. Agencies are pushing for more transparency when it comes to fees, which makes it easier to evaluate the risks and rewards of committing to an ad buy.

Adding In-House Talent: More CMOs plans to bring programmatic skills in-house – a sure sign they will be upping their spend.

More In-House Agencies: According to Forrester’s “In-House Agency Forum” survey, more brands will be bringing their media in-house, with 64 percent of respondents stating that they will be using in-house agencies in 2019.

The role of third-party data

Marketers that don’t commit to programmatic advertising risk falling further and further behind a trend that is destined to enhance personalization, improve the customer’s brand experience and increase marketing ROI. Yet many are still resisting the technology because of bad experiences they have had with third-party data and/or because they lack the substantial in-house resources needed to vet, cross reference and use it. These concerns are exactly what inspired the creation of the BDEX Data Exchange Platform, or BDEX DXP.

Thanks to more than 100 partners, BDEX analysts can search more than 900 billion data points on tens of millions of U.S. consumers across 19 categories of shoppers and more than 5,000 other categories to help marketers fine-tune their real-time marketing. The platform has been designed from the ground up to save marketers time and money while supercharging their campaigns.

Dozens of global brands, retailers and agencies have been using third-party data vetted, cross-referenced and categorized by BDEX to power their programmatic advertising for years.

Whether you are looking for help launching your first programmatic campaign or a more reliable source of real-time data for your next one, you owe it to yourself to contact BDEX today to see how we can take your marketing to the next level.

Real-Time Data Is Getting Real Important Really Fast on bdex.com

Real-Time Data Is Getting Real Important Really Fast

One the most important steps to launching programmatic advertising is ensuring access to comprehensive, accurate and accessible real-time data. After all, when it comes to data marketing, it’s garbage in, garbage out.

As programmatic advertising and other types of real-time marketing become more widespread, having 24/7 access to accurate real-time data is going from a nice-to-have to a must-have for global CMOs.

Even the World Federation of Advertisers (WFA), which has been pushing the ad tech industry for greater accountability on behalf of global brands, estimates its members spent 28 percent of their digital media budgets on programmatic advertising in 2018. That was up from 17 percent in 2017 and 9.5 percent in 2014, according to WFA membership surveys.

Real-time marketing allows brands to serve the right content to the right person on the right device at the right time to help close the sale or move the consumer further down the sales funnel. This is made possible by real-time analytics and ad server technology that enables brands to respond in milliseconds to signals consumers send during their omnichannel journey.

Concerns about transparency and GDPR notwithstanding, brands are reporting tremendous lifts in traffic, open and conversion rates from programmatic campaigns.

Office Depot was able to increase revenue $6.9 million in four months by personalizing content on its product detail pages, according to personalization software maker Monetate. A luxury travel site was able to increase email sign-ups and catalog requests 8 and 3.6 percent respectively by using Monetate to personalize content for visitors to its web site.

In the United Kingdom, the wireless carrier O2 used usage, device and location data from customer’s mobile devices to show them the trade-in value of their devices, the best upgrade deals available and what customers like them generally preferred upgrading to, reports GlobalWebIndex.com. The result: a 128 percent lift in click-through rates.

The next wave

Real-time marketing continues to evolve right alongside human behavior, which has shown an amazing ability to adopt new technology. Less than five years after Amazon introduced Alexa and began shipping the Echo, more than 66 million smart speakers have been in installed in the United States, including 30 million installed in 2018. To get a sense of the dizzying pace of adoption, check out Voicebot.ai’s Voice Assistant Timeline.

Given predictions that half of all searches will be voice searches by 2020 and that only 8 of every 100 will request audible-only search results, this has huge ramifications for programmatic advertisers. Imagine, for instance, that you have an opportunity to serve the lone audible search result to a consumer who has commanded Alexa to “read me” the results of their voice search for “the most fuel-efficient 2019 SUV model.” How valuable would that be to your business?

One study estimates American consumers purchased $1.8 billion in goods via “voice commerce” in 2017 and forecasted that number to grow 20 fold by 2022.

Nearly one in four (37 percent) new smart speaker owners surveyed for The Smart Audio Report in July 2018 Research said they used it for pre-purchase research.

“This begs the question of how many product sellers are actually ready to serve up information in response to voice queries about their product or category,” Voicebot.ai Editor and Publisher Bret Kinsella wrote at the time. “The answer is very few.”

Garbage in, garbage out

While it will take years to sort out the ideal formats, pricing and attribution models for “read me” voice search ads, forward-thinking advertisers, agencies, publishers and Ad Tech companies are already using the BDEX Data Exchange Platform (DXP) to tap voice search and other real-time data signals to improve their real-time targeting. Thanks to nearly 100 partners, the BDEX DXP contains nearly 1 trillion data points on tens of millions of U.S. consumers. More importantly for programmatic advertising, the BDEX ID Graph uses 100 percent deterministic matching.

This last point is critical because we believe the biggest challenge facing CMOs today is the poor quality of most marketing data. We spent the last five years building a data infrastructure to provide the data brands and retailers need to know and serve their customers better. Today nearly 100 partners contribute data to our DXP.

At BDEX we call this building the “data infrastructure that powers human connectivity,” and we are convinced it will foster the highly personalized and inobtrusive brand experiences consumers want.

Surveys like Deloitte’s 2018 Ad Blocking Report, show that the Ad Tech industry has so far fallen far short of delivering that experience.

BDEX is committed to building the infrastructure that powers human connectivity. Thanks to more than 100 partners, our the BDEX Data Exchange Platform (DXP) marketers can choose data from over 5,500 categories, including shopping, sports, health, recreation, and science. We have over 900 billion data points on U.S. consumers, with half coming from industry-leading sources like Acxiom and Neustar and half coming from real-time custom tags. Why not call BDEX today to see how we can help you launch or improve your real-time marketing.

How e Put Marketers in the Driver’s Seat on bdex.com

How We Put Marketers in the Driver’s Seat

BDEX has structured its business around customers’ needs from the beginning by enabling them to find and buy only the data they need and nothing more.

We’ve previously discussed how BDEX is not a typical data company, and one of the reasons for this is because we strive to give our customers the most useful and relevant data possible. But we also pride ourselves on offering the best service and support to everyone we work with. We accomplish this by taking a personalized approach that focuses on these areas:

Explore BDEX Taxonomy

We created Explore BDEX Taxonomy so you can explore our vast database, including nearly 1 trillion constantly refreshing real-time data signals at your convenience. This enables you to determine whether we have what you are looking for without having to pick up the phone to call us. Read more about how the BDEX taxonomy tool can be used here.

Custom data feeds

When you find what you are looking for – and we are very confident you will – you can schedule an exploratory consultation. BDEX data analysts will sit in on the call to ensure they understand how you define the key steps in your target customer’s path to purchase. We understand that you know your customers better than anyone, as well as the data signals that show they’re ready to buy. Our job is to translate that information into a data feed that meets your needs.

Omnisource IQ

The next step involves using our proprietary Omnisource IQ© process to scour billions of real-time data signals to determine not only which consumers are good prospects but exactly where they are in their path to purchase so you can decide whether, when and how to contact them. We do this with our unmatched, 100 percent-deterministic cross-device matching as well as data on what products consumers have purchased and visited from brick-and-mortar stores via point-of-sale systems and geofencing data provided by our more than 70 partners. Omnisource IQ© is our secret sauce and your secret weapon and its constantly being refreshed.

A subscription model

Most data companies are eager to please before you make a purchase, but once you do, their customer support can be underwhelming. Not BDEX. With our subscription model, you can get access to data whenever you need it and only pay for what you use.

If you need to reach people who live or work in downtown Pittsburgh who are actively shopping for a new home, you get to determine what “new” and “searched” mean using the BDEX Targeting Module.

If you are only interested in people who have physically visited specific subdivisions in the last month, there is no need to buy records on the thousands who merely searched for new homes on the web in the last month. This may sound a little complicated, but with an intuitive interface and many download options, we’ve made our service extremely easy to use.

Again, the feed we set up for you will constantly be updated with thousands of real-time data signals every month to provide you an authoritative view of your in-funnel customers. Our data experts can even set up automatic alerts based on criteria you select to notify you when an actionable selling opportunity arises.

Data as a Service

With traditional online advertising, you pay for every ad impression, as well as the data used for that impression. But with our Data as a Service (DaaS) solutions, you will get all of the data you need at one cost, and you can then upload your custom audience into almost any ad platform. At that point, you will be able to market to them and only pay for the ad impressions from then on. Instead of a cost per impression, we provide you with a fixed cost.

The bottom line

BDEX has structured its business around customers needs from the beginning in a bid to create a new kind of company. We know you know your customers better than we do. Our role is to help you connect with them with unprecedented precision by delivering the right insight into the right people at the right time so you can close the sale.  Our mission is not to just to sell data but to build a data infrastructure that powers human connectivity and we believe our success hinges as much on the quality of our customer service and support as our data.

This is why so many leading companies have chosen BDEX to fulfill their marketing data needs across so many industries, including:

Media – We help multi-platform media companies reach consumers on all their devices.

Franchises – We give franchisees the ability to find out who is visiting their competitors so they can convert those consumers into their own customers.

RetailersThe BDEX Targeting Module enables brands to select any data attributes, combine them, and select the quality, age and price of each and every data element.

Get in touch with BDEX today to learn how you can take your data marketing to the next level by connecting with consumers like never before.