Cracking the Programmatic Code22 Feb, 2018 Read Time: 4 Minutes
Why it pays to invest in your team as well as your tech
Google Marketing Platform: it’s the phrase on every marketer's lips. Google’s market-leading technology stack is widely used, yet so many are scratching at the surface of its capabilities. Utilising the full stack to its maximum potential offers unrivaled efficiencies and performance, so what’s stopping marketers from getting to grips with the technology stack? We asked the experts to solve the mystery.
Neil Hemstalk, Display Director at Jellyfish
Google Marketing Platform is an enterprise level group of platforms which can be individually used to deliver advanced digital marketing at the hands of experienced campaign managers. The full power of the Google Marketing Platform is truly realised when combined as a technology stack to unify the data in one place to be able to effectively analyse and optimise your media.
“To deliver great marketing campaigns, it's vital to invest in your team along with your tech”
The Google Marketing Platform is a widely used, market-leading product that evolves all the time to stay at the forefront of the industry. Many advertisers have invested in the technology but are only using a fraction of its capability. To deliver great marketing campaigns, it's vital to invest in your team along with your tech.
Benjamin Abbou, Ad Ops & Creative GMP Trainer, Jellyfish Training
Online marketing is more data-driven than ever before. Today’s industry has shifted from traditional ways of reaching your audiences to more programmatic and data-oriented executions. To align your activities and get the best of each media channel, as well as the marketing funnel, you will have to gather all your activities into the same location.
Migrating your activities to the Google Marketing Platform has never made more sense than now. Centralising all your reporting to have a clear view on your campaign's performance across channels will help you make better use of your budgets and deliver more tailored content to your audiences. Being able to attribute a conversion to the correct touchpoint across all channels on an online consumer journey is key to identifying best performing delivery methods and strategies.
“Migrating your activities to the Google Marketing Platform has never made more sense than now”
The Google Marketing Platform covers all areas from search to display, creative production, and centralised campaign management and reporting. From Campaign Manager, you can run cross device, cross channel conversion reports and performance analysis.
Is knowledge of Programmatic a must-have skill in 2018? The answer is yes! This is even more important if your clients are running their activities on the stack as dedicated training will enable you to have a deeper understanding of your campaign performance so you can report more effectively to your clients.
Ivan Alcantara, Programmatic GMP Trainer, Jellyfish Training
If we had to choose one thing to highlight what the Google Marketing Platform has to offer to brands and agencies, it would have to be the integration factor. It comprises a variety of tech stack platforms, including:
As well as other major Google platforms such as:
No other digital marketing solution in the market has the same amount of power and potential to leverage data across digital channels as the Google Marketing Platform.
By using the Google Marketing Platform, we are able to seamlessly share audience lists from one platform to another, with no cookie loss and with a 100% deterministic approach (single ID and de-duplicated view of the user across devices).
And let’s not forget that Analytics 360 is part of the Google Marketing Platform, which allows you to create richer audience lists using more than 250+ attributes, including session level metrics, sequences of conversions and funnel-specific attributes with Enhanced Ecommerce in Analytics 360. And all of that without any extra tagging.
“No other digital marketing solution in the market has the same amount of power and potential to leverage data across digital channels as the Google Marketing Platform.”
The Jellyfish Training Google Marketing Platform courses will give your team the understanding they need to get the most out of the technology, hold your partners accountable, and produce great media insights.
James Bourner, Digital Strategy Director, Jellyfish
The biggest challenge in digital has always been seeing and managing the fragmentation, both within channels, where execution happens across multiple media vendors, and certainly across channels and devices.
The Google Marketing Platform goes a long way to solve this digital challenge through its best of breed measurement & attribution, which utilises Google's device graph. This allows savvy advertisers the opportunity to really understand their media deployment, cut out inefficiencies, and hold their media partners accountable with built-in brand safety and viewability tools.
“The Google Marketing Platform goes a long way to solve this digital challenge through its best of breed measurement & attribution”
If you have an in-house team using the Google Marketing Platform, or have access to the tools your agency uses, the true benefits can only be realised if you know how to access and assess that information within.
Google Marketing Platform's deep feature set performs a lot of tasks of other mar-tech and ad-tech platforms that frequently sit alongside it. If your collective ad tech costs are concerningly high, or you have a feeling there's a lot of functional overlap in your "stack", understanding the stack's capabilities can be a path to consolidation and cost reduction.
Discover the benefits of investing in training for your team - find out more about our classroom and bespoke courses or contact our Sales team.