Read This If You Like Hot Dogs, Baseball, or First-party Data Targeting

group of 20-somethings having a summer barbecue learning about first-party data targeting If you’re like most of us, during the summer months you become especially nostalgic for an old-fashioned hot dog, a well-played baseball game, and any kind of deal that saves a few bucks. The National Hot Dog and Sausage Council estimates Americans consume 20 billion hot dogs a year, which works out to about 17 hot dogs per person each summer. As advertisers in every industry (including those selling frankfurters) slash prices to take advantage of summertime excitement, we’re here to share three tips to maximize your first-party data targeting and enhance your seasonal ad strategy.

1. Track Every Interaction

Regardless of where your customer data comes from – offline addresses, online cookies, or just about anywhere else – it’s data you own and can activate on to improve your media investment returns. It starts by tracking every interaction and connecting the dots between your customer’s offline and online identities. Every day people search and browse for a wide variety of products online, for instance gourmet hotdogs. The challenge, of course, is that consumers are often switching between desktops, mobile devices, and retail stores throughout their buying journey. This means in order to advertise to the right hot-dog-loving consumers when they are the hungriest, marketers must be able to identify their customers on every channel. This is where companies with identity resolution solutions and CRM onboarding capabilities, like LiveRamp, Amazon, and Facebook, come in. They have huge databases of people with their cookies, devices IDs, social handles, and other online data saved in one place. These giant databases allow you to easily and quickly match the IDs from an online source (@FanaticForFranks) to a catering order in an offline source (New York Dog House) in a privacy safe setting. Once you’ve matched your customer identities, personalizing your message for sausage aficionados becomes a snap. Of course, you might not want to hit everyone who has already bought your product. Eliminate wasted spend by excluding those folks from your ad campaign right from the start. As an added bonus, this also means you won’t annoy loyal customers with ads that they don’t need.

2. Target the Doppelgangers

Marketers have long relied on their first-party data to connect with their best customers, but now you can use that same data to identify and target new potential customers just like your best buyers. Since you already know who is interacting with your brand, it takes the guesswork out of finding new audiences to target. By onboarding your data to a platform with identity resolution capabilities, you can map common characteristics and trends across millions of your customers at once. Then, you’re able to use that information to build look-alike audiences and target people just like them. These are the types of people you want more of – your customers’ doppelgangers who will buy from you again and again too. Think about it like this: When a theme park buys a generic third-party segment like “thrill seekers,” some folks will naturally be in their ideal customer category. But because the segment is pretty broad, there will be a decent portion of users who aren’t a very good match. When you identify segments that mirror characteristics in your own first-party data, you are able to better guarantee matches and more accurately grow your audience. For instance, when recently working with a theme park client to identify high-potential segments like their current customers, we discovered that minor league baseball fans were a more unique and high-potential match than thrill seekers. What a fun addition to their first-party data targeting efforts! Get in the first-party data game by setting up a look-alike model or extension campaign in your ad serving platform to go after your like-minded consumers. For even better results, you can layer in knowledge gained from your media reports to target this segment with top-performing ad types.

3. Retarget Shopping Cart Abandoners

Smart marketers don’t just focus on the results that are contributing to the bottom line. They also look to remove roadblocks to completing the sale. Think about all those customers who saw your ad, logged into your site, and filled up an online cart but didn’t check out. This first-party customer data is invaluable because it automatically tells you who is almost ready to buy. Supplement this with research from eMarketer reports that say 86% of shoppers place an item in their shopping cart but end up abandoning it simply due to the cost of shipping, and you have an unstoppable first-party data targeting opportunity. Segment your shopping cart abandoners into a banner ad retargeting campaign, which allows you to serve ads only to those users. If your retargeting campaign features a free shipping message, it can re-engage hesitant shoppers and give them the extra push needed to convert. Then for even more tailored outreach, you can utilize dynamic retargeting ads that feature the products each user abandoned. Looking for more advice on how to improve your digital results from Memorial Day to Labor Day and beyond? Reach out to us today to find out about our latest people-based marketing capabilities to take your first-party data targeting to the next level.

Goodway Group CEO David Wolk Named a Glassdoor Highest-Rated CEO, in 2017

Our CEO David Wolk has won a Glassdoor Employees’ Choice award recognizing 2017 Highest-Rated CEOs in the U.S. small & medium business category based on anonymous, voluntary reviews our employees shared on Glassdoor throughout the past year. “I am absolutely humbled by this award,” says Wolk. “I think a company is only as good as its corporate culture and at Goodway we have placed a real emphasis on open communication, collaboration and transparency. I am proud to lead such an exceptional group of people.”

Why 98% of Our Employees Say We’re a Great Place to Work

Why 98% of Our Employees Say We're a Great Place to Work What makes a company a great place to work? Is it bringing your dog to the office, yoga classes at lunch, book clubs with coworkers and company trips to exciting destinations? Those things are all great — and are all things we offer at Goodway Group — but they aren’t what truly makes our company a great place to work. Our culture is. Last week, Goodway Group was certified as a great workplace by the independent analysts at Great Place to Work®. Great Place to Work produces the annual Fortune “100 Best Companies to Work For®” list among others. A first-time recipient of this recognition, we’re thrilled to find out that 98% of our employees say our workplace is great. Winning a spot on this year’s Great Place to Work list required an in-depth assessment through the stringent Trust Index® survey. Over 200 of our employees (more than half our workforce population) participated in the vetting process, while our company contributed to an extensive questionnaire on our benefits, compensation policies, community impact, gender diversity and more. The employee assessment asked our staff to rate us on 58 statements about behaviors that indicate the company’s credibility, respect and fairness levels, as well as the individual’s level of pride and camaraderie in our workplace. In addition to answering these questions, participants were required to respond to 10 standard demographic categories, share their primary motivation for working here and given the opportunity to provide further feedback in two open-ended comment areas.

Glassdoor 2017 Highest Rated CEOS logo Dave WolkThe good news just keeps on coming for Goodway Group, as we found out about another accolade while writing this blog post. But this one hits much closer to our hearts and to the heart of the company — our president Dave Wolk was named one of the highest rated CEOs on Glassdoor this week. While it wouldn’t come as a shock to anyone who knows him, he received an impressive 97 percent approval rating from our employees, ranking him 14th on the U.S. Small & Medium Companies list. Before leader, boss or supervisor ever come up in conversation, most of us would characterize Dave as a friend. He’s the first one to congratulate you on a big milestone, reaching out with a personal message, not an email template — trust me, I hung my birthday message on the fridge when I realized it was personally written by him. And he’s always one of the last people left in the night swapping stories and jokes at our all-company parties every year. He’s real with everyone in a way that no other CEO or president is; and it’s this level of true honesty and kindness that you only expect from your good friends that sets the tone for the culture across our entire organization. So we couldn’t be prouder to see our friend and president be recognized publicly for his amazing leadership.

Great Place to Work Certified Jun 2017 - June 2018 logoGreat Place to Work recently published our full review online, and according to the results, a few highlights include: 99% of employees surveyed reported we care about each other here. 99% said management is honest and ethical in our business practices. 98% claim they are proud to tell others they work here. 98% believe management trusts people to do a good job without watching over their shoulders.   Getting back to what got us here, our culture is more than a long list of benefits, perks and quirks. It’s something we’ve intentionally built over many years and that we’re continually working to uphold as our business evolves. Growing our headcount by 2,026% in ten years doesn’t make it easy, but our leadership laid a foundation of mutual trust and transparency early. Beyond things like world-class medical and maternity leave plans, profit-sharing quarterly bonuses, annual training budgets and generous time off, our first aha moment came when we took our company almost completely virtual. Our philosophy was to hire the best talent regardless of location so people can thrive in what they love to do wherever they love to do it. Ten years later, we’ve got over 400 people in 40 states and counting. This virtual model gives employees better balance between their work and personal lives, but a dispersed workforce can make the more organic ways of meeting people from other teams and building friendships difficult. That’s why our leadership created twice-annual all-company “family reunions,” lunch with Dave (our president) events, WeWork office subscriptions and many other unique opportunities for employees to interact with their coworkers. In an industry characterized as having a heavy “bro-culture,” we achieved a 50/50 male to female executive breakdown. It’s these stats and so much more that’s driven our 92% employee retention rate and 4.7 Glassdoor score (and recently ranked us among their 2017 Employees’ Choice Awards). If you’re ready to find out why 98% of our employees said Goodway Group is a great place to work, check us out and apply today. And congratulations to all our employees on this awesome recognition. Here’s to another great year at Goodway!

Goodway Group Certified As a “Great Workplace” by Independent Analysis

We were just certified as a great workplace by the independent analysts at Great Place to Work® based on extensive employee surveys: 98% of our employees say we’re a great workplace among other key findings. “We are honored to receive this type of feedback directly from our employees,” says Jay Friedman, COO, Goodway Group. “Our model serves as a strong proof point that a remote workforce can produce a culture that is caring, collaborative, efficient and inspires pride.”

494 Reasons We’re Pumped for the Colorado Marketing Summit

Colorado Marketing Summit If Denver’s crisp mountain air, 300 days of sunshine and world-class restaurants aren’t reason enough to plan a visit, there’s the Colorado Marketing Summit happening next week. Although the 2016 summit was a blast, #COMS17 is expected to be even bigger and better. The June 20th event will bring together the best and brightest minds in marketing, advertising, IT, social media and beyond for a full day of panel discussions, networking and brainstorming. Over the years, the Colorado Marketing Summit has become a place for leading professionals to completely rethink the way agencies and brands interact with each other and their customers. There will be many new products, breaking industry news and the top digital experts on-site to look forward to. So, I can’t wait to see what this year’s event has in store for us. Do you still need a reason to be especially pumped about this year’s event? We’ve got 494 of them:

  • 300+ networking opportunities to discuss marketing challenges for national and multilocation businesses in the ever-evolving digital world
  • >150 marketers representing over 100 brands coming together to enhance education and accelerate collaboration between agencies and brands
  • 25 inspiring speakers and panelists sharing exciting news about the latest products, benchmarks and campaign strategies in the digital marketing space
  • 8 hours of interactive sessions on content creation, new breakthroughs in smart data and disruptive technologies that every marketer needs to know about
  • 6+ 101-level and beyond explanation from experts on how increasingly complex data sets can better reach customers
  • 5 of the industry’s top social influencers on-site to ensure we get the inside scoop on who’s the next Snapchat, what Facebook will do next and other exciting news in social media

We have plenty of reasons to be excited about hanging out at the upcoming summit event. Are you ready to pack your swag bags and get inspired? Check out this year’s breakout sessions and join us for the Colorado Marketing Summit on June 20th in Denver. Make sure to tweet @goodwaygroup to let us know you’ll be there!

3 Tips to Heat Up Your Summer Ad Campaign

As we officially usher in summer this month, it might be tempting to slow down your advertising efforts. While setting the cruise control on your marketing strategy may sound appealing, it’s an easy way to drive your customers to the competition. As the seasons change, your customers’ habits change too. School is out, vacations are scheduled and the warm days stretch out late into the evening hours. All of this means your target audiences — whether they are kids, teens, professionals or retirees — aren’t going to follow the usual rules of engagement. They aren’t likely to be parked in front of the TV every night or logged into their email account all day, as outdoor fun and time off from work dominate their free time during these months. Even if you aren’t in a seasonal business, you can tap into these changes in online behaviors and shifts in schedules to adjust your ad budget, campaign messages and media approach. Here are a few summer campaign tips every marketer needs to start doing now to build brand awareness and boost sales through Labor Day.


During the summer months, on the go doesn’t necessarily mean your customers are out of touch. They’re just using their mobile devices more frequently to answer their “I want to know” and “where do I go” questions. According to a recent study from Facebook, mobile device usage grew by 26 percent from May through September 2015. Now is the time to put your mobile ad strategy into high gear and switch to a cross-device advertising plan. Also, make sure that your landing pages, videos and web forms are made small screen-friendly to confirm successful conversion of your ads post-click. Once you’ve covered the mobile basics, consider other unique approaches, such as a mobile app strategy. With over 2.75 billion apps downloaded to tablets and mobile phones to date per eMarketer, it should come as no surprise that marketers can use mobile apps to drive product discovery and motivate user engagement.


You are likely to see searches spread out across multiple devices during the coming months. Ninety percent of searchers switch between devices throughout the day, according to Google. To help target these users on the go, location-based and cross-device search marketing tactics are great starting points for those needing foolproof summer campaign tips. Real estate agents typically see a boost during the summertime. Advanced programmatic geotargeting can take advantage of a geofence to target customers searching on their phones within a few blocks of an open house. Similarly, the demand for restaurants with patios are higher than ever in the summer. Restaurants and QSR businesses fitting this bill should consider geotargeting solutions with personalized outdoor seating messages to help drive foot traffic within a certain radius. As temperatures climb, so do automotive sales, which often reach annual highs during the warmest months of the year. According to recent research by Experian Automotive, 2015 sales of new non-luxury vehicles began rising in May and peaked in August at nearly 20 percent above the monthly average for the year. So, it’s not surprising that automotive dealers will want to pick up their paid search campaign efforts from Memorial Day to Labor Day. These industries aren’t the only ones consumers are searching for in the summer. Travel, health and fitness, and entertainment are just a few of the additional verticals that can take advantage of an enhanced paid search campaign during summer months.


Just because consumers will be out of sight from their computers this summer doesn’t mean their social networks will be out of mind. According to Facebook, there was a 46% spike in posts tagged with travel during the summer of 2015, and the sharing of video content increased by 43% in that time. From road trips across the country to gardening projects, people increasingly share summer activities on Facebook and Instagram. The top five summer topics with the most posts in 2015 included running, beaches, parties, parks and forests, and movies. So whether you’re marketing energy drinks or festive decor, building an active paid social campaign is critical. Consider incorporating video creative, dynamic creative and cross-platform promotions to ensure you maximize relevance and reach while content peaks on social during summer months. Some strategies just work better in the summer. But the momentum gained from these summer campaign tips shouldn’t slow down as you turn the corner to the last quarter of the year. Continue to update your media plans so that your brand stays in front of your audience all year long. For help on maximizing your media budget for the coming summer months, contact us today.