Velocity is a strong word. If you're into words - it's a good word. It's started to make its way into our industry lexicon, most often as a way to reference the velocity of data traveling
through systems, ready for our analysis, as we consider the performance of our media assets.
During a recent session on demand-side platforms (DSPs) I found myself extending the
concept of "velocity" in my own mind to address the marketer's holy grail of "engagement." In a world where we can avail ourselves of full-service data management,
bidding, multivariate testing and optimization tool sets (and not just DSPs), we are able to strive for engagement with greater and reasonable expectations for more immediate gratification. In
making the investment to ensure that one is armed with today's most robust data management systems and consumer insights, there are fewer blind spots for committed data-driven marketers than ever
The idea that brands focusing primarily on engagement and conversion metrics can strive for engagement velocity is a potent one. At the ideal state, you would reach clear and
desirable engagement volume, sooner
and at a more intense clip. The needle on engagement would move with more pronounced authority, if you will. But, if you are committed to using data and
analysis to their potential, to achieve engagement velocity, it's not enough of course to simply hope. There is a whole companion set of things we should value as we strive for velocity:Reach matters.
No matter where you fall on the branding, engagement, conversion continuum as a marketer, visibility within your universe of addressable target consumers
remains key to getting traction. Doesn't mean you have to execute a branding campaign, but it's a box to check as you build the plan: reach with your target.Brand
Neglecting clarity of brand message and promise is a potential residual effect of disproportionate focus on the mechanics of engagement. The spirit, language and promise of the
brand must still persist through all engagement-driven campaigning.Scope of data.
Aligning yourself with the right data solutions and tools set requires some diligence.
But, there's no reason for blind spots if you're vigilant about making these choices. Whether you're working with DSPs, direct-buy publishers and ad networks, a simple or complex media mix
-- the tracking and data solution you use to execute, test and optimize represent more potential than ever before to get to the right scope of data.Predictive
To me, this is one of the most exciting facets of today's systems, whose actuality is finally catching up to their promise. We've been talking about this for years. But,
today, as never before, it's possible -- based on scope of data available and mature testing constructs - to weigh probable outcome before media investments are made. While we may opt to leave
more to experimentation, some level of predictive modeling directly supports the idea of achieving engagement velocity.Dynamic testing and optimization environments.
this, I'm talking about the real deal. Most marketers, and certainly digital marketers, will
say they advocate testing and learning. But, not all set themselves up to do so credibly. A
sophisticated approach to multivariate testing and optimization, one that entails speed of data processing and analysis, predictive modeling, and a dynamic optimization mechanic, is de rigeur for any
marketer who really wants to get at it, early enough in the game to make a difference.
In conversations about the systems and options available today, the triple focus of insights,
targeting and scale persists. There is one major peril here. With the options available right now, it's possible to scale your spend somewhat stupidly. So, in pursuit of intelligent growth and
engagement velocity -- getting swiftly to volume and an intense clip of engagement -- implementing the right data and management systems sooner rather than later is key. There's no reason today to
create your own blind spots. And, as I heard a smart woman in my midst say recently: At a certain point of scale, you lose the luxury to test