As digital transformation proliferates, adaptation and evolution have become essential fundamentals for businesses hoping to stay relevant.
However, sometimes in the race to establish market leadership, investments are made in MarTech without proper planning.
As might be expected, without careful planning, businesses generally won’t be able to realise a healthy return on investment (ROI) in their desired time horizon, even with new shiny technology.
Benni Lucas, head of marketing technology at Resolution Digital, concurs that businesses have had to move quickly and is conscious of the costs associated with haphazard investments.
So, Lucas poses these questions to potential clients to help explore the business case for partnering with a digital marketing agency like Resolution Digital.
Is this piece of MarTech or MarTech solution aligned with our overall marketing strategy?
- How would this impact our customers or the rest of the business?
- Do we have the people and processes to support this MarTech tool?
- Do we have time to learn, watch and maintain the tool?
- How will this integrate with other marketing tools in our stack?
- Will this allow us to consolidate any other tools within our stack?
- Is this platform scalable for our growing needs?
- What’s the total cost of adopting MarTech, including consultants and training?
These questions can spark honest and meaningful conversations about whether your organisation is making the most of MarTech solutions.
Moreover, from an expert’s perspective, Resolution Digital can also help CMOs and marketing directors build business cases to present internally.
This can facilitate further discussion with a senior C-Suite or board on why it’s a good idea to add a new MarTech platform to your arsenal.
Measurement And Performance
Resolution Digital’s mission is to deliver remarkable results for clients, but achieving the highest levels of performance requires the application of effective and insightful measurement tools.
Lucas singles out Business Intelligence (BI) platforms as a great way to democratise data and make organisational decisions on what needs to be done around a product, promotion or even price.
Lucas also prescribes data clean rooms as an effective measurement and performance tool that will be a necessity in this new privacy by default world we are transitioning to in digital marketing.
Clean rooms are a securely encrypted location where first-party data can be anonymised, layered and matched with aggregated data.
This can be a great way to analyse an organisation and its partner’s data in a way that is compliant and simultaneously illuminates how customers interact with your brand.
Lucas throws his support behind clean rooms as you can “query data in a privacy-compliant environment where we aren’t able to see any Personally Identifiable Information (PII).”
It’s not about seeing who’s doing this or that, instead, clean rooms are “about understanding trends and doing that in an anonymous view,” he explained.
Resolution Digital also utilises its proprietary ROI dashboard to view a clients media spend.
Lucas states, “Using various statistical correlation models we’re able to make a clear distinction on how that media spend is performing against a client’s goals or against revenue targets.”
“This has allowed us to build forecasting models that have proven to drive incredible accuracy.”
Last but certainly not least, Lucas lavished Marketing Mix Modelling (MMM) studies.
MMM studies allow for more robust research into media spend and to comprehend correlations with revenue, media data and other macro data to make a call at set timeframes on the effect your media spend is having on your business and which media channels brands should look to focus on for future activations.
The Resolution Digital Framework
A four-pillar approach, growth, brand experience, performance and insights are what enables Resolution Digital to drive Remarkable Results for their clients.
The emphasis on this approach has allowed Resolution Digital client’s access to tools that they can leverage to give themselves interesting information about their own brand.
For instance, Resolution Digital’s custom-built creative fatigue dashboards can help clients to know and understand their brand’s creatives better.
These proprietary creative fatigue dashboards can also show clients where they’re seeing a drop off of engagement in which we can cycle through new creatives to continue driving results.
Though, Lucas cites, experience, performance and insights as probably the most pertinent points from a MarTech point of view.
Beginning with what he believes to be the most important pillar, Lucas remarked that under the umbrella of experience, “We’re seeing brands truly focusing on their digital experiences in which they are looking to invest in technology that can enable cross-channel personalisation and marketing automation. We are seeing brands deliver fantastic results as they move from traditional CMS solutions into a DXP (Digital Experience Platform) technology. Utilising our certified experts across these tools clients are not just overperforming in the standard hygiene metrics you would expect (page speed tests and bounce rate) but it allows for the orchestration of journeys throughout the customer journey.
“When it comes anything to do with measurement, the use of bespoke Multi Touch Attribution Modelling assists in delivering meaningful insights into performance and insights are what power everything from a MarTech and marketing perspective.”
“We use those insights to fuel back through the other elements of the stack and that’s where a lot of human involvement needs to be.”
Oppositely, the activation or performance side is more straightforward.
For Lucas’ team, this is where the Google Marketing Platform (GMP) stack becomes really important.
“The relationship we have with Google in terms of offering Resolution Kinetic as a sales partner is that we can help set up and make sure that our clients have the best in class trading platforms and ad servers to deliver their advertising if they are deciding to in-house their programmatic trading and ops.”
A testament to Resolution Digital’s outstanding track record, for the third year in a row, the agency has taken top honours as Google’s Performance Agency of the year three times in a row.
This is quite some feat, which Lucas attributes to the team’s pushing boundaries without fear with regards to what’s possible.
”Having a team that is really dedicated and passionate to pushing the boundaries has really helped us in terms of entering and winning the Agency of the Year, three times in a row,” he said.
What’s more, is that Resolution Digital continues to showcase extraordinary client revenue growth figures and ROI improvements within the client-specific submissions.
Additionally, as part of the extensive Omnicom family, Resolution Digital has a significant backing allowing them to excel where some agencies simply can’t.
As a result of their positioning, Resolution Digital can and has understood and foreseen changes in the industry and positioned itself as a truly full-service digital partner.
Although being a full-service digital partner is an extremely multifaceted responsibility, Lucas notes despite there being so many different moving parts to that offering, “We can really turn around and say we can assist our clients throughout their digital projects.”
Resolution Digital can do this because they have experts on the ground ready to assist and ready to consult and implement solutions for clients.
Lucas stated another thing we’ve done is, “Positioned ourselves as a truly agnostic partner.”
“We haven’t bought into any specific technology that makes us have an interest in using one partner over another.”
While there are other businesses that may get certain kickbacks from partners or have certain interests in working with particular partners over others, Lucas prides Resolution Digital’s transparency which provides the best outcomes for clients based on their business needs and challenges.