We recently announced a significant upgrade to the Jivox IQ platform, involving a complete redesign of the core event processing infrastructure and new data warehousing using SnowflakeTM Data Cloud. Read on to understand more about the challenges facing marketers analyzing the effectiveness of personalization strategies, along with our recommendations for what to look for in an effective analytics solution.
How can brands excel in personalized digital marketing using fast, real-time analytics?
Personalization is all about relevance and to understand how content resonates with users, it is imperative to track user engagement and context in real-time. An effective data-driven personalization strategy is reliant on a robust analytics solution that empowers brands to make decisions about ad creative and improve ROI.
Scalable, real-time analytics at speed can help brands to:
- Optimize consumer journeys
- Attribute sales to different strategies, creative and content
- Create new audience segments showing a higher propensity to engage with the brand
What are the current challenges with other analytics solutions?
True personalization at scale can mean hundreds of thousands of creative variations running across multiple channels, each with different asset combinations, contextual data, and engagement metrics. For example, Jivox currently processes over 2 billion events per day; all of which are tracked in logs.
To understand the effects of personalization on performance, granular reporting consisting of each of these elements should be accessible in an instant, so that brands can take action on these insights and optimize their activity.
However, many other offerings in the market have operational limitations such as:
- Batch-processed, requiring delivery on a schedule
- Limited scale, requiring additional ad hoc reports from external systems
- Delays in pulling reports
- Heavy loading experience to manipulate data
There have also been major changes in the advertising landscape pertaining to privacy. User identity and platform controls have fragmented the data and made consumer engagement more difficult to track consistently across paid and owned media investments.
Missing or delayed data can hinder insights to improve personalization strategies and ultimately negatively impact ROI and user experience.
Looking ahead it is imperative that brands look to control this data for a birds-eye view of their media investments. This will need to be through systems that prioritize user data security, user control/consent, scalability, real-time delivery, collaboration, and attribution.
What should marketers look for in personalization reporting?
- Scale: With the potential for so many creative variations, the reporting capabilities should be able to scale accordingly. Ensure that the platform can process high volumes of event data, right now and taking into account future growth.
- Granularity: Look for an extensive list of metrics and dimensions to match up with the different components in a creative. Asset-variation insights are critical for creative comparisons and developing more effective creative formats in the future.
- Real-time: Avoid batch-processed reports and seek out real-time reporting processes that can run analysis at speed and provide actionable insights mid-campaign.
- Accessible: Look for reporting available via a self-serve platform. This makes it less likely there will be a reliance on manual, ad-hoc custom reports, which can slow down the measurement process. The data should also be exportable to offer the brand control over their own data; for example syncing to a brand’s own data warehouse.
- Privacy & Identity: Any solution should be capable of only processing consented data and offer a solution for tracking events based on a first-party infrastructure going forward. Look for a 1st Party Identity Graph such as Jivox IQiD.
What events does Jivox IQ Blaze track in its reporting?
Jivox IQ Blaze allows for granular reporting data to be pulled directly from the platform or pushed to a brand’s own data warehouse for further analysis. There are many performance metrics and levels of data accessible including:
- Impression Data – who saw the ad? For how long? Which combination of assets were in use?
- Engagement Metrics – such as interactions or video watch metrics
- Click Data – where users click on an ad creative
- Conversion Data – actions taken following exposure to an ad
- Device level analytics – such as desktop or mobile
- User agent analytics – such as browser or OS level information
How long would it take to generate a report in Jivox now?
With Jivox IQ Blaze, you can create a custom report in an instant to pull performance data from as recent as the past 15 minutes. Thanks to Jivox’s upgraded High Performance Analytics, the report will be downloaded in a matter of seconds for you to begin your analysis.
What is the Jivox IQ Blaze Data Clean Room?
A Data Clean Room (DCR) is a secure environment that enables the sharing of data between organizations for joint analysis.
They work by offering controls to brands to bring data in from other sources and permit partner access in order to join datasets to complement the brand’s own data. This enables brands to match user-level data across platforms without sharing Personally Identifiable Information (PII) directly.
With IQ Blaze Data Clean Room, a brand running complex data-driven personalization within Jivox could use the DCR to ingest the Jivox campaign data, which logs the user engagement data for each creative variation, alongside the Brand’s own CRM or sales data plus partner data from 3rd party attribution or measurement partners. This will allow them to perform a more holistic analysis of the campaign performance.
This new approach to data sharing can give brands more transparency into where they are reaching users and better clarity on which strategies are performing better with their audience.
The Jivox IQ Blaze Data Clean Room will be available beginning Q1, 2022.
Why do brands need Data Clean Rooms?
The digital marketing landscape has changed dramatically in recent years which has made it more difficult than ever to track consumer journeys across channels. Data Clean Rooms allow brands to take control of their data from a range of sources and bring it together in a secure environment for collaborative analytics.
A quote from our CEO, Diaz Nesamoney, sums up the need for Data Clean Rooms well here “As third-party cookies go away from the digital marketing ecosystem, and with increasingly more media platforms turning into walled gardens, brands that want to control their own destiny must invest in strong campaign data management infrastructure in order to enable audience creation, attribution, and measurement of their own.
Brands have, for too long, outsourced their data and attribution needs to various platforms (e.g., media platforms). Today, they cannot afford to do so anymore. As the media world becomes increasingly fragmented, consumer journeys are no longer trackable across those platforms.”
Over time, brands could look to DCRs for user-level analysis for lifetime value calculations, cohort level analysis, automation for upload of offline data to publishers like Facebook for matching.
Can this all be done with first-party data?
Yes. Data Clean Rooms are capable of handling 1st party data and are fully compliant with privacy regulations such as GDPR & CCPA; only consented data is captured and brought into the DCR.
The raw PII is only viewable by the brand and is anonymized and processed to be made available for other partners. The brand controls the restrictions over the data so can limit where data comes from, how it can be processed, and who can access it.
Learn More About Jivox IQ Blaze for High Performance Analytics & Data Clean Room
Do these pain points sound familiar?
Could Jivox IQ Blaze solve your business’ challenges with analyzing personalization performance? Speak to one of our experts today to learn more about the High Performance Analytics and Data Clean Room offered by Jivox.