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How TouchBistro is Using Content Marketing to Grow its Business

In today’s crowded digital landscape, the question driving every marketing campaign is how to get noticed? With people’s shifting priorities now favouring the natural discovery of products, marketing has become an area where companies aim to have an increasingly strategic competitive advantage for growing their business.

In this series on BetaKit, you’ll join COO Vitaly Pecherskiy as he meets with top minds in the marketing and advertising industry to uncover how Canadian companies use forward-thinking strategies and cutting-edge software to break through the noise.

 

To kick things off, Vitaly Pecherskiy had the pleasure of sitting down with Tiffany Regaudie, content marketing manager at TouchBistro, where he learned more about how the company successfully uses content marketing to grow their business.

Can you talk about how your team is structured and what is the culture of the marketing team like at TouchBistro?

Our marketing team is made up of two main pillars: demand generation and brand. Content marketing sits within a communications team on the brand side. I report into a senior communications manager, and I have a content marketing specialist that reports into me.

Our marketing team culture is one of my favourite parts about working at TouchBistro! We live by autonomy and accountability, which means we are given the freedom to succeed and fail. It’s an exciting time to be at TouchBistro – we’re at a high growth stage, and luckily our leadership know that growth requires being bold and trying new things. I’ve never been so well-resourced to do my best work.

TouchBistro's POS system

TouchBistro’s POS system.

How does your team judge its success?

My KPIs as content marketing manager are based on increasing traffic to our blog, subscribers to our blog, and views on our brand videos. I live and die by these metrics every quarter! I also personally judge our success using other metrics I think are important, such as increasing time on site, decreasing bounce rate, and getting more video completions under our belt so we can retarget that audience with campaigns that tell a larger narrative about our brand.

But I do also have an “agency” function to my work, which is really to support generating leads on the demand generation side of the marketing team. I’m the creative lead on many of the projects that come from our demand gen team, so I am still tangentially accountable for generating leads that way.

How do you distinguish between must-have content and fluff? Or are you a believer that any content can have legs?

Our audience is made up of independent restaurateurs who are very much expected to be the jack-of-all-trades of their business. They’re people who just want to make great food and deliver an amazing guest experience, but they actually need to be accountants, marketers, and human resources experts on top of being great chefs.

So our must-have content is the “how-to meat” for restaurant owners: how to know enough about accounting to make sound business decisions, how to rock a social media campaign to get noticed, how to design a menu in such a way that’s going to increase sales – this is the content that does very well for us, because it’s geared toward making restaurateurs’ lives easier.

Producing content takes up so much time and so many resources that it can be easy to overlook a thoughtful distribution strategy.

I come from a book publishing background, so I’ve spent a lot of time editing whole manuscripts and content that goes very deep on a subject. I’m pretty grateful for this experience, as I like to think it’s kept me devoted to quality content over fluff. I do believe that any piece of content that speaks to your audience can have legs – it’s just a case of how long you’re willing to wait for those legs to start moving and gain speed. You have to be timely and solve a problem to get noticed quickly.

Have you seen patterns in the type of content you produce and its success?

Video as a medium is, of course, a type of content that does well for TouchBistro. We just released our first brand video, which garnered more than 3 million impressions and a higher-than-average completion rate across several channels (through StackAdapt and YouTube, among others). While it’s definitely easier said than done, we are shifting toward a video-first strategy, as video is obviously now the most consumable form of content across all audiences.

How do you determine ROI for content?

We measure ROI in several ways, from both a demand generation perspective and a brand perspective. On the demand gen side, we measure ROI by the amount of leads we can move down our funnel, from engaging with a piece of gated content to requesting a quote and being passed to our sales team as an opportunity. We have some strict economics at TouchBistro that govern how much we are willing to pay for a lead that books a demo vs. downloads a piece of gated content or subscribes to our blog.

But on the brand side, we’re much more focused on establishing our brand presence in new markets, given that we have just entered London, UK, Bogota, Colombia, and Mexico City. So as we are still establishing our brand in these markets, we measure ROI via impressions, website traffic, and how many people engage with our SEM ads.

Creating content can be expensive – how do you decide if it needs to be amplified through paid channels and how do you decide how much to pay for distribution?

I base our paid distribution decisions on past organic search traffic performance, so I know the content is in demand and has legs. From this foundation, I’ve developed a solid bank of data that tell me which types of content I should amplify and for how much.

Think about how much money you’re willing to put behind a piece of content … because organic traffic just isn’t what it used to be.

We already know we’ll be putting a larger paid push behind video campaigns, but for other types of content, I base my budget on topic relevance. For example, this year 18 states and 20 cities in the US raised minimum wage, which has been a hot topic among restaurant owners. I developed a significant repertoire of content on rising minimum wage, which I’ll continue to slow drip throughout the year with several paid campaign pushes behind them – the topic is timely and people want to read about it, so it deserves the amplification.

What advice would you give to an organization that’s new to content marketing?

Think as much about content distribution as you do about content production. Producing content takes up so much time and so many resources that it can be easy to overlook a thoughtful distribution strategy. So don’t just think about the content itself and what it will look like, but where it should live and how users should consume it. Think about how much money you’re willing to put behind a piece of content … because organic traffic just isn’t what it used to be.

Rapid-fire bonus questions!

Number one metric every marketer should care about is…Time on site. Visitors don’t mean much if they’re not consuming and therefore remembering your content.
One thing most marketers don’t spend enough time on is…Thinking big picture. Marketers are doers, which is great, but you need to think about how your campaigns relate and build on each other.
To become a better marketer one must… Read, read, and read some more. Marketing is a moving target. If you don’t keep up with best practices, you’ll become obsolete before you know what hit you!

10 min read

From the Founder’s Desk: Vitaly Pecherskiy on The Top 3 Tech Trends in Advertising

Interview with Vitaly Pecherskiy, co-founder and COO. Originally featured on DisruptorDaily. 

 

 1. What’s the history of StackAdapt? How and where did you begin?

My co-founder, Ildar, was actually my client at a previous job. The first time we met to go over the account was at Starbucks. The conversation very quickly turned into the future of technology, innovation, opportunities, and entrepreneurship. Over the next 5 months our friendship grew and it became apparent that there was a clear gap in the market for another ad tech player. We left our jobs to start a service-based company that introduced organizations to programmatic, but our passion for technology meant we always knew we would eventually develop our own product.

At the same time, we met our third co-founder, Yang, who recently moved back to Toronto having spent a few years in New York building equity trading platforms. The fit was immediate – we had complementary skills, we bonded over how we envisioned the company and the product, and we had similar risk tolerance. We started building early proof of concepts that got picked up by a large automotive brand about 9 months into the journey. The rest is history.

 

2. What specific problem does StackAdapt solve? Who do you solve it for?

Nowadays consumers build relationships with brands on a value level and content marketing is a powerful vehicle to build that trust. Clients that use our platform come to us with a clear problem: they struggle with getting attention in today’s crowded marketplace. They’ve noticed that what worked in the past doesn’t work as well today – social channels are getting increasingly saturated and organic reach is dropping, and search engine optimization takes too long to yield results. Our customers are looking for ways to increase exposure to new target audiences on demand. Our native advertising platform lets them break through the noise and reach potential customers with content-driven ads. More importantly, it helps them understand how their media dollars actually drive their business forward beyond surface level metrics like impressions and clicks.

 

3. What is your solution to their problem? 

As marketers ourselves, we felt the pain of using complex programmatic platforms. Our vision was to build something different than the traditional media-trading platform, something intelligent and intuitive. We didn’t want another complex “switchboard” type of product. We wanted something that makes complex things simple. An enterprise product that solves problems and that people would love logging into every day.

Because StackAdapt operates in many ways as a data-company, we collect proprietary browsing behavior data. Then we use machine learning to predict which products people are interested in. Buying native ads is easy. Making them actually drive your business forward is hard, so that’s where we focus our energy: How can we find people online who are actively looking for a product just like our customers’ and nudge them in their favor? Our proprietary data engine does just that.

 

4. What are the top 3 tech trends you’re seeing in the advertising industry?  

Trend #1: Data transparency. I think more marketers have started to ask questions related to how data is actually aggregated and who is in the audience segments that they target on a trading platform. I see more and more people question whether the price they pay for 3rd party data is justified and what sort of performance lift it actually gives. It’s a very overlooked topic especially in the context of awareness campaigns where tracking ROI isn’t as straightforward as with conversion-based campaigns, but overall marketers are becoming more data savvy.

Trend #2: Video advertising. It boggles my mind how many dollars are flowing into TV advertising and how little accountability there is. Obviously, I am biased because I work in digital. There are challenges in tracking in digital too, but when I hear that in many places people are asked to use pen and paper to self-declare their TV watching habits which are then used to gauge the success of TV campaigns, it makes me laugh. We’ll see more brand managers wake up and demand more transparency around TV dollars.

Trend #3: Content experiences. We are starting to see marketers evolve beyond text-based blogs to building content experiences where they ask consumers to engage with their brands in a more interactive, engaging way. It’s no longer a wall of text that people are expected to read, it’s interactive quizzes, it’s user-generated photo galleries, it’s visual storytelling that makes brands stand out from the rest. When you have nailed that, your content distribution and paid media strategy is like adding fuel to the fire.

 

 5. What’s the future of native advertising? 

All digital advertising will eventually become native. It has taken longer than we anticipated in 2013 when we started StackAdapt, but it’s already apparent that this trend is unstoppable. As more publishers become responsive and cross-device, native advertising is the only route that makes sense for them as a monetization channel. Native ads are a powerful way to deliver branded content that’s less interruptive and more engaging than traditional ads. Once we accept that native is going to be the default way to communicate brands’ messages online, the questions of attribution and ROI remain. Are these native ads reaching the right audience? Are the native ads moving the needle for our brand? We think most marketing channels will evolve to become performance channels and native advertising will play an integral role in this change.

4 min read

StackAdapt Releases Smart Motion, Whitelist Me, and StackBot

Twelve months ago today we released game-changing Astrological Targeting. Since then we have been working on products that we thought were key to redefining how modern marketers will experience enterprise advertising software. We wanted to take the best parts of user experience from consumer products and bring that onto our StackAdapt platform.

Today, we would like to introduce three of our latest products

StackAdapt Smart Motion

With Smart Motion, we read input from your phone’s accelerometer and translate that into actions on the StackAdapt platform. Shake your phone to stop a campaign, or toss it in the air to start one.

StackAdapt Whitelist Me 

For the modern market on the go, the big challenge is being able to understand where the ads are running. The biggest challenge marketers face is that you have to navigate through these domains manually. We built an app that allows you to swipe left or right to remove or add domains depending on whether you think they are suited for your campaign or not.

Personal Virtual Assistant: StackBot

We already leverage a lot of AI to build our targeting segments. We wanted to take it a step further with our new personal virtual assistant: StackBot. StackBot can understand, interpret, and take action on complex commands that you give it. This includes a number of commands such as increasing budgets by a certain dollar value, or pausing a campaign during certain dates.

By the way, April Fools’. 

4 min read

Will AI Eliminate Digital Marketing Roles? CTO Yang Han Doesn’t Think So

AI is making a tremendous impact on digital marketing. We may not always be aware of it, but many of the tools and applications we use today leverage some sort of AI. Understandably, marketers are worried that the same technology that makes their lives easier may land them out of a job. Should they be worried? Let’s take a look at exactly what AI is capable of… and what it isn’t.

Natural Language Processing

Let’s start with Natural Language Processing (NLP). The proliferation of online articles and conversations has allowed machines to crack the code of language and its meaning. This has spawned many new innovative applications, the most popular of which are chatbots that help automate conversation.

Specific examples include Q&A systems, virtual assistants, automated content summarization, content extraction, sentiment analysis, language detection/translation, and even automated content creation. In these scenarios where content can be analyzed or predicted, a machine can completely replace a human.

Image Recognition

Another key innovation in AI is image recognition. As the internet stores billions of images, machines are now able to detect patterns allowing them to understand the meaning behind a given image. Understanding what an image means is a powerful tool for many systems. It can be used to automatically find and recommend relevant images, detect sentiment in images, and help classify content.

Voice Recognition

Similarly, we have seen tremendous progress in the area of voice recognition, which is used in voice-activated AI. The most popular examples are Google Home, Amazon Echo, and Apple’s Siri Home. The potential in this area is incredible, however, the technology is still new and there are limitations to what the machine can understand.

Personalization

Companies are also storing billions of user-related data points, such as online activity and browsing behaviour. This has allowed machines to gain deep insights and understand people in distinct ways. Researchers have found that Facebook probably knows more about you than your friends and family. In advertising, this data is valuable in targeting the ideal profile of users at the right time and the right place.

Researchers have found that Facebook probably knows more about you than your friends and family. In advertising, this data is valuable in targeting the ideal profile of users at the right time and the right place.

This data can then be combined with NLP and image recognition to create a highly personalized ad, where AI can form variations of headlines and images and automatically A/B test to find the best combination.
As a result, AI has allowed various industries, especially marketing, to focus more on unique and personalized experiences.

The combination of understanding users and automating conversations & content can be applied in many ways. More and more companies are innovating by building software that allows users to apply AI more easily. As a result, we gain powerful tools that help us automate and do a lot of the heavy lifting for us, and ultimately make our life easier as a marketer.

So Where Does That Leave Us?

The technology is there to handle the execution, from reaching specific audiences, personalizing content, running automated A/B tests, and much more. But AI is not nearly advanced enough to create high-level creative execution — at least not yet.

AI is not set to replace jobs anytime soon. As we head into the future, manual and operational tasks will slowly get replaced by new AI applications that appear on the market each year. But this is good news! It will leave marketers to focus their attention on what they do best — coming up with creative ways to connect with their audience in a human way.

 

4 min read

Data Science in Advertising: How Thompson Sampling is Revolutionizing Performance

As a Data Scientist at StackAdapt, my role is targeted primarily at two things: improving the user experience and improving the performance of our ad campaigns. My team’s objective is to reach users who want to engage with the ad content (creating an non-disruptive viewing experience) and to ensure our clients hit their targeting metrics such as desired click-through rates (CTRs), low effective cost per click (eCPC), placement on premium domains, high user engagement rates, and more. We meet these objectives through a variety of innovative techniques, but one, in particular, stands out from the pack. Here is how Thompson Sampling is revolutionizing campaign performance.

Predicting CTRs

Before we get into any specific techniques, it is important to note that the key to achieving the two objectives listed above is the ability to predict CTRs. One of the most difficult things in data science is determining the “features” or pieces of information required to make this prediction. The information can be broken down into several sources: information about the advertisement itself, information about the publisher or website where the advertisement is displayed, and information about the interests of the user.

One of the most difficult things in data science is determining the “features” or pieces of information required to make this prediction.

For example, information about the advertisement itself might include the words in the title of the advertisement, or information about the image in the advertisement. Information about the publisher or website may include a categorization of the website’s content using StackAdapt’s custom content categorization engine, and information about the user may include their past behaviour when engaging with StackAdapt’s advertisements.

Thompson Sampling

In addition to predicting click-through rates, StackAdapt’s data science team regularly creates new methods of executing campaigns, such as alternate ways of bidding and placing advertisements for an advertiser. Bidding for advertisements is closely tied to click-through rate prediction because, intuitively, one wants to bid higher on user-publisher-ad combinations that produce high click-through rates.

Bidding for advertisements is closely tied to click-through rate prediction because, intuitively, one wants to bid higher on user-publisher-ad combinations that produce high click-through rates.

Recently, StackAdapt’s data science team has applied some novel implementations of Thompson Sampling, a method of automatically selecting bidding strategies, to improve the performance of campaigns on StackAdapt’s platform.

For example, suppose that there are two ways of executing a campaign, method A and method B. Ideally, we would want to know which method produces better metrics for a specific campaign and use only that method for that campaign. However, it takes some time to learn which method has better performance.

Thompson Sampling is a methodology for acquiring that knowledge. Specifically, it employs method A for some time, then method B, then switches between the methods probabilistically, based on their performance. This method is highly optimized and even though it is learning as it goes, it is able to achieve performance that is similar to having apriori knowledge of the better performing method.

This method is highly optimized and even though it is learning as it goes, it is able to achieve performance that is similar to having apriori knowledge of the better performing method.

Soon all campaigns on StackAdapt’s platform will have access to multiple bidding strategies and be employing Thompson Sampling to automatically optimize their performance. This will allow StackAdapt to deliver better click-through rates, lower effective costs per click, and higher user engagement rates than in the past.

The central feature of this optimization is that it is on a per-campaign basis. In other words, we are able to automatically do what is best for each campaign based on that specific campaign’s goals and performance.

Using click-through rate prediction and Thompson Sampling opens the doors to creating more custom bidding strategies and leveraging our vast amounts of historical data to automatically optimize performance.

Using click-through rate prediction and Thompson Sampling opens the doors to creating more custom bidding strategies and leveraging our vast amounts of historical data to automatically optimize performance.

In the future, we have plans to completely reinvent our core bidding methodology on a per-campaign basis, so that each campaign bid is based on the campaign’s goals while at the same time producing engaging, unintrusive advertisements that a user wants to engage with.

4 min read

Performance Marketers Are Increasingly Relying on Intent-Based Targeting

In 2016 StackAdapt released proprietary technology we call Custom Segment. Named for the intent-based audience segments it generates through machine learning and natural language processing, these segments are becoming increasingly popular with our clients.

Made up of users who have actively shown intent to purchase on a rolling seven-day basis, relevant users are constantly dropping into a brand’s audience pool while old data is removed, ensuring marketers reach interested audiences in a timely manner. As the popularity of this targeting technique increases, it is clear that performance marketers are increasingly relying on intent-based targeting to reach the right person at the right time.

Popularity of Custom Segments by the Numbers

In the month of February 2018, the number of advertisers actively using StackAdapt’s Custom Segment technology to target unique audience pools in their campaigns rose by 35%. Advertisers who run conversion campaigns have the highest adoption rate of custom audience segments at 56%. Overall, 30% of all impressions being served on the platform are now reaching users through StackAdapt’s custom audience segments. What are the reasons behind the increasing popularity of intent-based targeting?

Advertisers who run conversion campaigns have the highest adoption rate of custom audience segments at 56%

Why Are Marketers Relying on Intent-Based Targeting?

More Relevant Audiences

From my perspective as a Business Intelligence Analyst, I believe intent-based targeting is becoming more popular among marketers and advertisers because it allows them to collect more relevant audiences than with third-party or contextual targeting. Often, clients cannot find their narrow audience with third-party segments, or the third-party segments available are too broad to reach bottom-of-the-funnel intent (something they need to capture in order to acquire more customers).

I believe intent-based targeting is becoming more popular among marketers and advertisers because it allows them to collect more relevant audiences than with third-party or contextual targeting.

An example of this would be an airline company who wants to target travellers going to Florida. The most relevant third-party segment available might be “Domestic Travel”, “Frequent Travel”, or “Vacation Travel” but these people could be going anywhere. With intent-based technology we can home in on people specifically reading about Florida vacations, browsing for hotels & lodging in Florida, and searching up flights to airports in Florida.

Transparency

Another reason for the increased popularity of our intent-based targeting is that we provide complete transparency into the topics or pages that the users are visiting. Marketers no longer have to guess where these users are coming from or why exactly they were targeted: it’s right there in the Custom Segment dashboard.

Increased Engagement & Conversions

Intent-based techniques like custom audience segments often have a lower than average click-through rate (CTR) when compared to campaigns using other targeting methods, but this hasn’t deterred performance marketers. This is because users who do click are more likely to be engaged, spending at least 15 seconds or more on the site, and ultimately, are more likely to convert. Just as JPMorgan Chase slashed its programmatic scale from 40,000 to 5,000 sites, many performance-driven marketers are choosing to bid smarter. In recent experiments by clients who have A/B tested custom audience segments against third-party segments in conversion campaigns, custom segments have generated 20-75% lower cost-per-conversion.

As intent-based targeting moves into the mainstream, I am interested to see how agencies and brands get creative in leveraging the increasingly intelligent technology at their fingertips.

4 min read

Women of StackAdapt Voice Challenges Still Faced by Women in Today’s Society

In celebration of International Women’s Day 2018, we are highlighting the amazing women at StackAdapt as they voice the challenges still faced by women in today’s society and how we can better support women both individually and as a collective.

 women-of-stackadapt-kristen

Kristen Singh
UI/UX Designer

A challenge women still face today is having the ability to speak with confidence and assertiveness without being labeled as “Bossy”.

Your Role

As a UI/UX Designer at StackAdapt, my goal is to create a world of better experiences through design thinking. I work with our amazing Product team to improve our product through testing, research, and iteration. Nothing is more satisfying than knowing that I’ve helped to change someone’s routine for the better.

A Challenge Women Still Face

A challenge women still face today is having the ability to speak with confidence and assertiveness without being labeled as “Bossy”.

How Can We Support Women?

Whether it’s International Women’s Day or not, I always aim to uplift and support fellow women. Many of us live the same struggles and it’s important to build an alliance of love to help strengthen one another. Attending meetups and connecting on LinkedIn, going out for coffee, and helping mentor younger girls are all ways you can help, and it’s definitely how I help.

women-of-stackadapt-BDRs

Dorothea Kefer and Tessa Walsh
Business Development Reps

A challenge women continue to face, despite generational gaps, is double standards between men and women.

Your Role

As Business Development Representatives, our role at StackAdapt is to be the entry point of new business opportunities at StackAdapt! We’re growing the company one prospect at a time, and we’re proud of it.

A Challenge Women Still Face

A challenge women continue to face, despite generational gaps, is double standards between men and women.

How Can We Support Women?

To close the gap, we try and raise other women up by encouraging every member of the team to use their voice and support each other.

Stefanie Zaarur
Digital Marketing Manager

women-of-stackadapt-stefanie

Equal pay continues to be a big challenge. It’s important for women to be encouraged to ask for what they deserve.

Your Role

My role as Digital Marketing Manager at StackAdapt entails several responsibilities such as building and optimizing digital marketing initiatives, to increase quality and flow of leads from marketing to revenue.

A Challenge Women Still Face

Equal pay continues to be a big challenge – women across industries generally make less for the same role. It’s important for women to be encouraged to ask for what they deserve without the fear of not getting the role they want.

How Can We Support Women?

To change societal mentality I try to break gender stereotypes and encourage my female friends, family members and colleagues to do the same on a daily basis.”

Natalia Vassilieva
HR Manager

women-of-stackadapt-natalia

It’s important to cultivate an inclusive culture for women.

Your Role

I started at StackAdapt over 2 years ago as employee # 20 and have watched this team grow and blossom into what it is today– 70 (and counting) of some of the most talented, bright, driven people I have ever had the pleasure to work with. Importance of my role? To keep bringing on amazing people to StackAdapt and ensuring everyone loves coming to work every day! 🙂

A Challenge Women Still Face

Well, I think it’s still tough for women to make the decision to take time off to start a family.

How Can We Support Women?

We can help by cultivating an inclusive culture for women. Whether it’s from the moment they walk through our doors for their first interview, or the supportive Mat Leave policy we design that support them when they start their families.

Kaeshi Sri
Marketing Automation Manager

women-of-stackdapt-kaeshi

A challenge I find women still face is the notion that just because you’re an introvert and a female that you can’t achieve the same goals as men.

Your Role

As a Marketing Automation Manager, my goal is to strategize and execute on an integrated marketing mix of emails, social media, webinars, and other digital tactics for lead generation at StackAdapt.

A Challenge Women Still Face

A challenge I find women still face is the notion that just because you’re an introvert and a female that you can’t achieve the same goals as men. We need to overcome that notion, and we can all do this by highlighting our strengths and ideas as it encourages and brings out the best of those around us. We often fail to recognize the women that have made a difference in their field.

How Can We Support Women?

I try to contribute by sharing women of our time, such as Ada Lovelace, Florence Nightingale, Hellen Keller, and making sure to remember them for their contributions to our advancements.

Amika Evans
Account Executive

women-of-stackadapt-amika

As women, we need to stop selling ourselves short.

Your Role

As an Account Executive, I help drive revenue. Once the new business comes in, I work to close the said opportunity.

A Challenge Women Still Face

That being said, a challenge women in sales still go through is the idea that people still expect a guy to be on the other end of a call. #WomeninBusiness

How Can We Support Women?

As women, we need to stop selling ourselves short. I find some women tend to condemn or doubt their female counterparts. We are faced with so much pressure (professionally, our bodies, relationships), and frankly, misery loves company, so it’s just become easy to be mean. I will not let that come to fruition in my circle, and just continue to uplift my sisters. Sometimes we just need to hear the positive reinforcement from each other.

Maggie Clapperton
Content Writer (Freelance)

women-of-stackdapt-maggie

One-third of global businesses have no women in senior management roles, up 0% from 2011.

Your Role

As a content writer, my role is to help agencies and brands understand the value of programmatic native advertising and provide resources that help them succeed.

A Challenge Women Still Face

In business, women are still underrepresented in the c-suite. According to Catalyst.org, one-third of global businesses have no women in senior management roles, up 0% from 2011. Yep, 0%…

How Can We Support Women?

On IWD and every day, I provide support (and I am supported by) the extraordinary women in my life. This IWD I will be marching in the Barcelona Women’s March in solidarity with every woman who has ever been harassed, judged, assaulted, paid less than her male counterpart, or simply made to feel small and voiceless.

Michelle Hart
Senior Customer Success Manager

women-of-stackadapt-michelle

The confidence to speak up in public is something that a lot of women still struggle with. The idea that their opinion or point will not be valued or accepted should never hold them back!

Your Role

As a CSM, my main objective is to ensure clients are well equipped with the resources, training, and recommendations they need, allowing their campaigns to deliver on the goals they are looking to achieve, ensuring success on our platform!

A Challenge Women Still Face

The confidence to speak up in public is something that a lot of women still struggle with. The idea that their opinion or point will not be valued or accepted should never hold them back!

How Can We Support Women?

I continually try to motivate and encourage the women in my life. Females are strong, intelligent, and powerful, so it’s very important to me to remind and help ensure other women feel their strongest to achieve their goals and always be their best self!

For more “Women of StackAdapt” profiles, visit our Instagram @stackadapt_ 

4 min read

How to Choose the Right KPI for Your Next Digital Campaign

Your Key Performance Indicator (KPI) is your yardstick of success. Yet, many marketers are unclear how to whittle down hundreds of data points into just one or two indicators of a successful programmatic campaign. While there is no set-it-and-forget-it formula, we’ve generated a chart that will help you understand how to choose the right KPI for your next digital campaign.

Possible KPIs Include

  • Impression delivery
  • Click delivery
  • Efficient Metrics (effective CPC, effective CPM,  effective CPE, effective CPA)
  • Time on site
  • Engagements
  • Video completions

Choosing the Right KPI

There may be many different objectives that you are trying to achieve as a business. The best way to figure out your main KPIs is to first decide who your audience is and how you want them to interact with your site.

The best way to figure out your main KPIs is to first decide who your audience is and how you want them to interact with your site.

Once you know your main objective, you can build your funnel. For example, if you are a new business your audience will probably be new users who have never been to your site before. This will dictate your funnel, which will be focused on upper to middle funnel KPIs. You want your customers to grow affinity towards the brand (primary KPI: video completions) and then spend time on your site getting to know you (secondary KPI: Time on Site). With this, you may want to run a native video campaign and build a retargeting campaign off of users who complete the video, serving them a native ad and ultimately, driving time on site.

Align Your KPI to Your Business Goal and Your Chosen Tactics to Your KPI

You should have a maximum of 2 KPIs per campaign, aligned to a singular business goal. Part of deciding on these KPIs and effectively reaching your chosen business goal is to ensure you are using the correct tactics in order to get there:

  • Pre-Roll Video: Completed Views (CPCv)
  • Outstream Video: Clicks to Site (CTR)
  • Native Prospecting: Clicks to Site / Time on Site (CTR, CPE, Time on Site)
  • Native Retargeting: Clicks to Site / Time on Site / Conversions (CTR, CPE, CPA)

how-to-choose-the-right-kpi

 

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