Data is the currency of the internet. At MHP/Team SI, we follow data because it can tell us where your marketing campaigns are working and where we need to make changes. By practicing data-driven marketing, we’re not just trying to reach a higher number of impressions on your ads each month. Instead, we’re looking to reach the right person at the right time with the right content at the right frequency. These data-driven methods can be the difference in gaining or losing a customer.
Doppio® is MHP/Team SI’s own proprietary system that pairs the most sophisticated, aggregated and automated data analytics platform available with the insights and instincts of our certified staff to optimize campaign effectiveness. Through Doppio®, MHP/Team SI has access to hundreds of thousands of different data layers that we can apply to our clients’ marketing messages to ensure they hit the right audience.
In October 2020, our TraDigital™ Dashboard recorded the following data points delivered to our clients across North America.
MHP/Team SI created 44,370 digital ads for our clients that resulted in 118,683,158 targeted online impressions. The impressions delivered were to a specific audience with a very specific goal as each client has its own objective, key performance indicators (KPIs) and strategy.
Those ads generated 165,420 leads tracked on digital channels and included 3,059 social media leads and 49,189 calls for our clients. In the future, we expect this number to increase as we work on other ways of tracking offline leads.
Connected TV was used for 138 of our clients to push their message to a direct television audience. When customers use TVs that connect to the internet (those receiving Netflix, Hulu, etc.), we get access to their household IP address and can see what they are in the market for based on their searches. This data helps us determine how and when we launch an ad in front of that particular audience. So, with Connected TV, you aren’t wanting millions of irrelevant impressions, but instead, you want to hit the right audience. In October, the 138 campaigns resulted in 5,575,678 video starts that connected our clients to the RIGHT customers. According to eMarketer, “The future for CTV is bright.” Connected TV ad spending in the U.S. is expected to hit $8.11 billion in 2020 alone. By 2024, that is expected to more than double – increasing to $18.29 billion.
We also had 246 Google My Business locations for October. Those campaigns ended the month with an average review rating of 4.45 and 1.77 million searches.
At MHP/Team SI, data drives decisions for our clients’ TraDigital™ marketing plans and is what helps their campaigns succeed. By analyzing data and implementing strategic techniques, we see how digital marketing can improve business and generate leads.