This article was based on the interview with Oli Marlow Thomas, Smartly.io by Greg Kihlström for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
One of the key points discussed in the podcast is how centralized management of marketing campaigns and content improves measurement in marketing campaigns. The guest speaker emphasizes that measurement is a critical part of the marketing toolkit and that the industry is about to enter a period of significant change in this area.
Oli Marlow Thomas of Smartly.io mentions that the cookie changes are coming fast, and this will revolutionize the way the industry operates in terms of performance and audience management. As a result, marketers are becoming cautious about relying on the data sets housed within walled gardens, such as those provided by platforms like Amazon, JPMorgan Chase, and CVS. These data sets may not provide the necessary insights and transparency into what has caused a conversion to occur.
To address this challenge, the guest speaker explains that customers are asking for their own conversion capabilities and attribution infrastructure to be implemented within their campaign management tools. This allows them to track their own true metrics and optimize their campaigns accordingly. By having a single source of truth that is pumped from the brand into their management tools, marketers are no longer reliant on third-party measurement players or partners to measure performance for them.
The centralized management provided by a tool like Smartly enables marketers to have a holistic view of their marketing plan. Instead of jumping into individual platforms and reporting suites, they can access all the necessary data and make optimizations within Smartly itself. This streamlines the process and eliminates the need for in-house channel switching.
Furthermore, the centralized management of data and measurement also opens up opportunities for brands to leverage the learnings they gain from automation. With a centralized system in place, brands can analyze the data and insights to make informed decisions and improve their future campaigns. The speaker suggests that this is where the conversation about creative execution comes into play.
The interview with Marlow Thomas highlights how centralized management improves measurement in marketing campaigns. By implementing their own conversion capabilities and attribution infrastructure, brands can track their own true metrics and optimize their campaigns accordingly. The centralized system also allows for a holistic view of the marketing plan, streamlining the process and eliminating the need for channel switching. With the learnings gained from automation and centralized measurement, brands can make informed decisions and improve their future campaigns.
