Yes, You Can Audit Your LinkedIn Targeting

Your LinkedIn campaigns may not be targeting the audiences you specified – this is both good and bad.

One of the most powerful aspects of the LinkedIn platform is the ability to precision-target very specific audiences (my last article was about this). You can tailor your campaigns to different audiences by job title, company, company size, industry and much more.

Yes, You Can Audit. This is great, but how can I be sure that the majority of my campaign spend is going to audiences I specifically targeted? Let’s go through an example of how we can audit our job title targeting.

In this example I have set up a campaign that will target 2 specific IT titles – 1) Director of Information Technology and 2) Head Of Information Technology

Now I want to know how the campaign has performed and spent across the job titles and to be sure that LinkedIn is in fact sticking to my 2 job titles. At Stoke, our data engineers have come up with powerful audit reporting that can give us these insights – we call it the Audience Targeting Audit. Here is what it looks like:

Let’s dissect this piece-by-piece.

Pie Chart. This shows what percentage of the campaign spend is going to other audiences vs. your target audiences. This shows 73% of my campaign spend going to other audiences.

KPI. The $17.52k represents the minimum dollars spent on audiences you didn’t target. It is at least this amount and likely higher because currently the LinkedIn API will give you only a subset of the full data when looking at this level of granularity.

LinkedIn Campaign Table. You can view all campaigns that have job title targeting and the amount spent on targeted audiences vs. other audiences. When you select a campaign it will filter the table on the right which brings us to our last piece …

Audience Targeting Table. Here you can see all of the job titles that the campaign actually targeted. The green checkbox indicates it is one of the titles I explicitly targeted. I can see impressions, clicks, spend, CTR and CPC by each job title.

This audit is quite useful to see what is actually happening with your spend. And now I can take some actions:

  1. Include The Winners. Chief Information Officer has the highest CTR and was not one of my original titles, I may want to include this into the campaign.
  2. Exclude The Losers. Technology Manager took quite a decent portion of my spend and performs well below average. I will explicitly exclude this from the campaign.
  3. Audience Expansion. I will double check that audience expansion is not enabled on the campaign so that it can narrow this further (other audiences may still pop up, just not as high a percentage).

Note: Some variation is always expected because members can have multiple concurrent titles. But obviously we should strive for the vast majority of our spend to go towards our ideal target audience.

As LinkedIn marketers, we need the ability to make sure our campaigns are targeting as designed. The Audience Targeting Audit is a powerful tool that will give you this information. The Audit is able to cover the following targeting facets: job title, company, company size, industry and seniority.

Stoke is offering the Audience Targeting Audit for a single targeting facet for free. Anyone interested please reach out and we will get it to you in minutes.

Happy marketing and happy analyzing!

The Benefits of Integrating Salesforce Into Adobe Analytics

Know your customers like never before by integrating Salesforce data into Adobe Analytics.

Revealing The Customer Journey

As marketers, we crave to understand the customer journey in order to provide true personalization that our prospects will appreciate. Being able to see actual customer journeys is dependent on one major key: data integration.

John Copeland, VP of Marketing and Customer Insights at Adobe, recently said in an article:

 

“It’s better for the customer experience overall if companies have an integrated view of the experience that individual customers are having. This single view lets companies optimize for the benefit of the customer, which ultimately yields benefits for the business.”

 

Adobe Analytics is powerful in terms of being able to show what happens on your website. For a visitor we can answer: Which ad did they click? Which page did they go to? What did they do?

Adobe Analytics holds much of the data necessary for customer journey analytics. But what about what happens offline? B2B marketers dream of being able to see what happens to visitors after they click on their ad and fill out a form. Did they end up a customer??

Integrate your Salesforce data into Adobe Analytics and you won’t have to wonder anymore.

This article will discuss some of the powerful things you can do in Adobe Analytics such as 1) closed loop attribution and 2) real-time personalization with more meaningful segments.

Closed Loop Attribution in Analysis Workspace

Imagine your Analysis Workspace looking like the image above. MQL, SQL, Closed Won and Revenue all available as metrics that can be used in reporting. A report such as this can answer the following questions:

  • Which campaign helps drive the highest number of MQL? (So I know how to optimize my spend)
  • Which content pieces help best push prospects at each stage of the funnel? (So I know what to show prospects at each stage)
  • How much revenue has been influenced by my campaigns and content? (To show stakeholders our value and get their respect and admiration!)

Your data should be integrated at the visitor-level which means that you can slice any of the above data by any dimension available in AA or filter by any segment as well. You want to see how CMO’s from the Financial Services industry respond to my 3 different ads? No problem!

Furthermore, with Analysis Workspace you can take full advantage of Attribution IQ to measure any of the above data from a first-touch, last-touch, any-touch or custom model basis. I can write another article on that later.

Powerful Customer Segments

With Salesforce data at the visitor-level in your Adobe Analytics, you can create powerful segments that allow more meaningful personalization in the other Experience Cloud tools.

The above image shows a segment of current MQLs who have not yet turned into an SAL. Let’s say our data shows that this segment responds well to a discount offer. We can push this segment to the Experience Cloud and you will now be able to flash that offer using Adobe Target to this segment … or via an ad in Ad Cloud … or you could email that offer via Campaign … you get the picture.

Now you are personalizing in a way that will move the prospects down funnel faster.

These segments can be as detailed as the data. Going back to our example earlier … CMO’s from the Financial Services industry who are at the SAL stage. You can now message this segment in real-time fashion.

Conclusion

As marketers we aim to excite and delight our customers. By integrating your Salesforce data into Adobe Analytics, the Experience Cloud becomes extremely powerful as you will be able to perform closed loop attribution reporting in Analysis Workspace and perform real-time personalization on more meaningful segments in the other Experience Cloud tools. Now that’s marketing!

Stoke Data Releases Adobe Analytics + Microsoft Dynamics Integration

PROVO, UTAH, Sept. 20, 2019The 60-minute integration for Adobe Analytics and Microsoft Dynamics (AA+Dynamics) from Stoke Data is now available on the Adobe Exchange application marketplace. 

 

AA+Dynamics Integration from Stoke Data quickly connects lead status and contact attributes from a customer’s Dynamics CRM into Analysis Workspace in Adobe Analytics. For example, one result is more accurate insights around campaign traffic — which visitors become leads and how they progress through the sales funnel as they interact with digital touchpoints. 

 

“The integration we offer is a game changer,” said Sam Fonoimoana, founder of Stoke. “Our solution is the first of its kind and brings together valuable information from the top to the bottom of the marketing and sales funnels in about an hour instead of having it take months — if attempted at all.”

 

“This is a timely integration for Dynamics users to see full funnel insights directly in Analysis Workspace,” says Jeff Chasin, principal product manager for developer experience at Adobe. “Stoke Data’s solution makes the data integration process painless and delivers real-time data for marketing and sales teams to uncover their greatest opportunities while optimizing resources.”

 

In addition to seeing lead status on campaign traffic, Analytics users also can see that information in terms of pipeline and revenue. On the flip side, Dynamics users don’t know all the digital experiences their leads have. This integration provides accurate attribution to last touch, first touch — any touch.

 

Key benefits of AA+Dynamics Integration include:

  • Set up in one hour — Eliminate months of consulting and engineering with AA+Dynamics Integration that automatically stitches data from Dynamics into Adobe Analytics via a visitor ID pass-through and proprietary algorithm.
  • Track unlimited conversions — Track customer conversions through every step of the customer journey, from MQL and SQL to closed deals and revenue.
  • See more customer attributes — Don’t stop at tracking lead status. Look at multiple dimensions with the opportunity to select both lead and contact attributes, pipeline, and revenue.
  • Connect multiple CRMs — Many enterprises use many instances of a CRM across different departments and business units. The AA+Dynamics Integration can connect multiple CRM databases into Adobe Analytics for more robust customer understanding.
  • Receive automated daily updates to keep you and your teams informed.

 

An integration is also available for Salesforce CRM. The AA+SFDC Integration was released from Stoke Data in March and is also available on Adobe Exchange

More About Stoke Data

Stoke Data is a marketing analytics firm that offers data integrations, analytics strategy, reporting and predictive modeling. The company was founded by Sam Fonoimoana, an analytics expert with extensive analytics knowledge from data engineering to machine learning. Sam has helped companies such as DOMO, Franklin Sports, Ancestry.com and Adobe connect their marketing efforts to revenue. Stoke Data clients include Adobe, Highmark Health, Pluralsight, Workfront, Claravine, InMoment, Bamboo HR, SeaVees and Purple. For more information, visit https://stokedata.com

Learn more about the AA+Dynamics Integration from Stoke.

See all solutions from Stoke Data.

Contact us to talk about how data can answer your business questions.

 

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