The vast quantity of tracking data associated with digital marketing can be a tremendous asset, but also a liability. In theory, you can use all that data to truly understand your customers and refine your marketing campaigns. More data should mean better analysis, and ultimately, increased marketing ROI. In practice, more data is often just more data, which can be overwhelming.
Lack of transparency in digital media buying, in particular, makes marketers nervous. They’re worried about click fraud, viewability, and limited audience data. Yet, you don’t have to be. By choosing to buy media only from sources that can account for the identity of those who see the ad, you can be sure your digital dollars are well spent.
Understand Accountable Media
The practice of buying media only from sources that can identify their ad viewers is known as accountable media. MediaPost explains: “With an accountable media approach, you can bring data from a variety of sources together on a single platform to gain a comprehensive overview of marketing program performance across all channels and touchpoints.” You can then use this information to identify customer drivers and implement marketing activities to take advantage of those insights. Accountable media also helps keep you and your advertising partners on the same page.
Insist on Authenticated Communication Channels
As you begin to evaluate the accountability of your recent ad buys, aim high. Ask yourself: “Do I buy any media that doesn’t authenticate?” It would be great if the answer to that question was no, but, of course, it can’t be. There’s no way to authenticate your audience for traditional advertising media like TV, radio, and print. Each channel has its own methods for optimizing ad placements, but no method can guarantee that the predicted audience actually consumes an ad when it runs.
Even email marketing audiences aren’t usually verified. If you purchase an unauthenticated list from an unreliable source, you have no guarantee that your message will reach anyone, let alone your intended audience. For better email accountability, choose a list provider that uses first-party sourcing to obtain email addresses and rigorously validates every one of them. DMD’s database, for instance, is the first and only U.S. physician email database that has been successfully audited by BPA Worldwide, a trusted resource for compliance and assurance services.
Who Is Visiting Your Website?
Next, think about your website. If you could know what physicians are visiting your site and what they’re interested in, you could promote key products, programs, and content more effectively. The same is true for the online medical publishers you purchase media from. If they could identify individual visitors to their websites, as well as track browsing behavior and the frequency and duration of visits, you could take ad optimization to a whole new level.
AIMSM technology is helping digital publishers identify all tagged physicians who visit participating healthcare websites by name, specialty, NPI number, and geographic location. It also passes that information to a data management platform (DMP) that can sync each visitor’s information with the corresponding profile in your email database. Using this physician-level data, the DMP can then apply segmenting logic supplied by the publisher to determine which ad should be served to each physician. To take advantage of these capabilities, be sure the ad agencies and medical publishers you work with are AIMSM-enabled.