A Glimpse at Goodway Group’s Ad Tech Stack

Businesswoman reviewing analytics

Getting the audience targeting, granular measurement and deep insights modern marketers need is becoming increasingly difficult as identity, privacy and regulation policies continue to present some of the biggest challenges facing agencies and brand marketers.

But Goodway Group’s award-winning ad tech stack overcomes these hurdles by leveraging technology to create scaled efficiency that empowers human talent: It’s complex technology custom built to deliver sophisticated targeting, efficient buying and advanced measurement for agencies and advertisers. Our combination of bespoke technology and top ad tech platforms offer a full ecosystem that delivers the best experience for internal users such as traders and analysts – and external clients alike.

Goodway’s Ad Tech Stack Meets Modern Marketers’ Needs

With a customer-first and ever-evolving approach, our technology team, including data, science and analytics (DSA), is creating a future-proof system for all the necessary elements required to run a successful digital agency, where strategy becomes execution across targeting, buying and measuring and beyond to deliver tangible results.

Targeting

Audience Design

Audience design harnesses the power of first-, second- and third-party data to create custom targeting strategies to reach the right audience with the right message at the right time.

Our tech stack’s data sources develop bespoke audiences for clients to activate in their digital strategies including customer personas, propensity models, look-alike models, offline models, retargeting strategies and suppression models.

Our audience design solution continuously analyzes over 5 billion data points across 10k+ behavioral, demographic, psychographic and contextual audience segments to determine the optimal programmatic media strategy unique to our client.

Buying

RealValue®

RealValue is a pre- and post-bid algorithmic suite that applies optimizations before a client even spends $.01 and amplifies what’s working, eliminates what’s not.

The pre-bid suite includes algorithms that apply frequency capping, dimensional bidding, predictive modeling, fraud protection, impression evaluation and balanced delivery on every campaign.

The post-bid suite optimizes campaigns based on multiple dimensions, including ad size, browser, daypart, device, frequency, fold position, location, operating system, site and supply vendor. RealValue ensures more money is going to working media and marketers are getting the best ROI possible.

SmartGuard

SmartGuard protects campaigns from costly quality assurance issues, combats fraud and ensures brand safety and also continually monitors campaigns with real-time alerts. It will quality check launch dates, creative assignments, pacing, pixels firing and performance.

In a two-month sample period, SmartGuard monitored billions of impressions, and 65% of detected errors were resolved rapidly after alerting, putting campaigns back on track more quickly than could be done without the system.

Measuring

Insights

Insights empowers all our account teams to harness the power of data to craft compelling, impactful stories for our clients, leading to better insights that can optimize their business to drive real business outcomes. It democratizes log-level data, making it a seamless process to generate actionable insights at scale.

Insights make it possible for every employee at Goodway Group to leverage the power of SQL without needing to write complex code.

Beyond

Campaign Engine

Campaign Engine centralizes multi-platform, cross-channel campaigns and automates repetitive tasks for the trading team. This generates significant efficiencies in campaign setup, reporting and invoicing, giving traders more time to focus on optimizations and actionable insights.

Campaign Engine works across multiple DSPs and paid search, social and programmatic, and its robust reporting dashboards – with drill-down and filtering capabilities – give clients fully transparent 24/7 real-time access to their own data. Furthermore, Goodway Group’s visual dashboards can scale to any client’s needs, especially important for multi-location businesses that inherently possess complexities between local and national campaigns. To care for this, Goodway’s tech team included aggregation capabilities so marketing managers at every tier can compare performance and see trends at every level. At the individual campaign level, metrics are available with data visualization for categories including overall impressions, overall eCPA activities, channel-level impressions, channel-level eCPA activities and channel-level budgets.

Goodway’s Ad Tech Stack Achieves Quantifiable KPIs

How Tacori Maximized Media Investment With RealValue

Luxury brand Tacori expressed interest in exploring novel approaches toward maximizing paid media investment. Simultaneously, our DSA team recently enhanced Goodway’s algorithmic suite, RealValue, which is focused on identifying the most efficient method to purchase the highest-value inventory for the right price and at the right time. They developed a new combinatorial inventory algorithm that evaluates impressions based on aggregated attributes indicating a user’s potential value.

Tacori partnered with us to set up a two-week test to determine if the new algorithm would successfully increase bids for the right auctions and generate a higher win rate for better-performing impressions. The post-test analysis showed we won more higher-performing impressions and that Tacori’s conversion rate increased by 2x and its cost per action decreased by 65%.

How Kodiak Cakes Broke Into the Snacking Category With Audience Design and Insights

Kodiak Cakes traditionally focused its product line within the breakfast category but wanted to break into the highly competitive snacking category. To do this, first it needed to drive consumer awareness for new products falling outside its typical breakfast line. The initial product line rollout was limited to targeted geographies through specified retailers to create demand and drive in-store and online sales.

Taking an audience-first approach, we leveraged our client’s purchased third-party data coupled with new personas we created from researched psychographic attributes that matched lifestyle to the new product lines. The ad targeting methodology struck a balance between more specific, and therefore expensive, third-party audience data and our broader persona-based audiences that provided reach to drive awareness at a lower cost. A multichannel ad strategy included display and video channels for optimal message delivery. Through our raw sales data analysis, we calculated cross-channel lift during the campaign’s active three-week promotional period. Snack products grew significantly with 43% increased sales both in-store and online. Additionally, we achieved an under budget eCPM and delivered a 92.7% video completion rate.

Goodway’s Ad Tech Stack Drives Award-Winning Innovation

Our custom ad tech stack has received some major industry accolades this year: We won our second consecutive award at the MarTech Breakthrough Awards, this time for Best Predictive Analytics Solution for BidRange, our custom-built advanced machine learning model. Then at the AdExchanger Awards, which recognizes the best of the best in programmatic and celebrates the future of digital media and advertising, we won Best Use of Technology by an Agency.

As with every leading agency today, we’re focused on the internal and external ramifications that will come as result of ad tech’s next biggest challenges: identity resolution, privacy regulation and compliance. By being tech-agnostic and taking a user-first approach, we avail ourselves to evaluate all alternatives that are being presented in today’s marketplace.

Our tech stack often interfaces or enhances other platforms. Through our strong partnerships and willingness to experiment, we provide best-in-class marketing solutions and execution, delivering real business outcomes for valued clients. Ready to put our ad tech stack, people and expertise to work for you? Contact us today to learn more.

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How to Measure Incremental Lift

How much impact did your digital advertising campaign make? That’s what you want to know. But with the ad tech landscape growing more complicated by the day – walled gardens, media plans divided across measurement platforms, the coming third-party cookie deprecation and the rise in identity and privacy concerns – finding these answers can be elusive.

But it’s still possible. You may not be able to directly observe your digital advertising campaigns’ impact, but here at Goodway Group, we can tell what reactions are triggered using incremental lift.

Defining Incremental Lift

If you shut off your advertising campaign tomorrow, customers will still make purchases. But how much more would they have made had the campaign been live? This “more” is called incremental lift – what happens when all else is held constant and something changes in response to a stimulus. In other words, incrementality measurement lets you understand the true impact your marketing strategies have on a customer’s decision to purchase.

Understanding Incremental Lift Types

Each lift study type below seeks a baseline for comparison but from different angles:

Pre-/Post-Lift Study

This is the simplest lift study by far, yet it’s most likely to be skewed by seasonality and trends.

How It’s Done: Measure your audience or market response for two weeks. Then run your ad campaign for two weeks and measure the change in conversions.

Year-over-Year (YoY) Lift Study

This lift study type makes room for seasonality and requires less data-gathering than others. Yet, regionality and industries affected by climate changes could impact results.

How it’s Done: Run a campaign and compare it to the previous year’s campaign results.

Control vs. Exposed Lift Study

This lift study is the gold standard in public health because it requires a random selection of the target audience to receive an ad, while another random selection of the same target audience doesn’t.

How It’s Done: Identify two user ID pools of the same data-backed qualifications: One ID pool should receive a campaign ad, while the other should receive an unrelated public service announcement (PSA) ad.

Choosing the Right Lift Study

Determine Your Ultimate Goal.

What is it you want to do? Increase awareness? Foot traffic? Sales? Trial rates? The goal you choose will guide all your measurement decisions, so be sure your advertising efforts match your goal.  

Identify Available and Measurable Proxies.

What were the transaction amounts? Number of downloads? Certain correlated on-site activities? (Don’t count clicks, though. Online engagement and conversions don’t correlate with clicks.)

Executing a Lift Study

Understanding incremental lift requires a strict scientific method approach to determine direct cause and effect. Use the scientific method to ensure accuracy and replicability: Observe, hypothesize, test, implement, repeat.

  1. Observe a desired outcome.
  2. Hypothesize the impact a stimulus will make.
  3. Test two randomly selected samples, both with and in the absence of the stimulus and then confirm or deny the hypothesis.
  4. Implement the results into strategic, budgetary or optimization decisions.
  5. Repeat since the quest for better results never ends.

Tap into ad tech’s vast data ocean and start analyzing now. When your data collection, organization and maintenance are comprehensive enough, you can use statistical modeling to help you find the correlation strength across cause-and-effect relationships (how much impact each variable has on the outcome), which can help you make solid data-driven decisions about your future campaigns.

Ongoing test-and-learn lift studies across advertising audiences, channels, geographies and tactics and so on will continue to reveal incrementality. Take these results, for example.

Growing a Retailer’s Presence and Driving Online Sales

When a leading mattress retailer wanted to grow its presence to attract new high-value customers, we used a suite of cross-channel measurement solutions to examine the entire customer journey from upper-funnel media exposure to on-site purchase. Our client was then able to track the incremental performance lift that programmatic video and connected TV added to display advertising performance beyond last-touch attribution. When CTV or programmatic video preceded display advertising in the consumer journey, we observed a 7x lift in revenue per exposed user.

This retailer also wanted to determine the effectiveness of advertising efforts on driving online sales. We developed a rigorous measurement solution, a ghost bidding methodology, that seamlessly created exposed vs. control groups without wasting budget on PSA ads, which allowed us to directly correlate digital media spend to the customer purchase decision. We found a 12.1% lift in display advertising, a 17.4% lift in native advertising – totaling more than a 29% lift in combined channels.

Accelerating a Client’s Customer Acquisition

Another client of ours, a baby nutritional product line, wanted to make informed decisions about its media mix and budget allocation. Using Amazon Marketing Cloud, we found the purchase rate was 3x higher when customers were exposed to both display and Sponsored Product ads than Sponsored Product ads alone and 13x higher when customers were exposed to both prospecting and remarketing ads than remarketing alone.

Embracing the Science of Marketing

“The days of intuition-driven marketing are coming to an end,” our president Jay Friedman told Advertising Week. “Marketing is becoming a science, and most of the world still resists acknowledging this transition.” While the world is resisting, take the opportunity to embrace this transition – to break away and lead the industry.

Reach out to us to learn more about our novel incremental lift approach and measurement solutions. We can help you implement a lift study on your next campaign so you can clearly see the impact you’re making and confidently share the results with your C-suite.

As director of data strategy and business planning at Goodway Group, Nick guides internal teams and clients to find meaning in data, and he uses math to help make clients heroes. Leveraging years of industry analytics experience from Digitas and Millward Brown Digital, Nick structures knowledge development to ensure all client campaigns succeed.

4 Amazon Advertising Tips for Ecommerce Marketers

woman walking and online shopping

Ecommerce marketers often face the challenge of choosing between focusing on lower-funnel channels to acquire in-market consumers or spreading awareness to create new prospects and drive interest. With Amazon Advertising, now you can skip the tough decision and do both!

Through our Amazon partnership and our award-winning holistic advertising strategy, ecommerce brands can access the platform’s entire ecosystem to seamlessly promote their message as customers discover, research and purchase online. Not sure where to start?

Read these top four tips to harness the power of Amazon Advertising below or download our current Ecommerce Advertising Playbook to get even more digital advertising insights.

1. Get found with Amazon’s paid search ads.

Amazon knows what shoppers are in the market for. Take advantage to get in front of customers when they are searching for products like yours on Amazon and drive the results that matter most to your business. Amazon’s paid search ads (including sponsored brand ads, sponsored product ads and sponsored display ads) are triggered by shoppers specifically searching for your product or similar ones.

Remember, seven out of ten Amazon customers never click past the first page of search results, and the top three items displayed in the search results account for nearly two-thirds of all clicks according to Search Engine Journal. So promoting your products through Amazon Advertising’s search ads is vital to generating conversions. That’s why we recommend ecommerce advertisers use Amazon’s paid search ads as part of their ever-green plan and ramp up with additional budget during peak holiday seasons to drive sales among the highest-intent users. Increase product visibility with ads directly in shoppers’ search results, and you’ll be on your way to driving more lower-funnel activity.

Why partner with Goodway for your paid search campaign?

With Goodway’s full-service solutions, our experts deliver ongoing innovation and performance at every step of your paid search campaign, from planning to optimizing to reporting. Plus, our Amazon partnership means you get exclusive access to new betas, advanced tools, training programs and more. Don’t just take our word for it: See how we helped our client achieve a Silver Global Search Award for Best Local Campaign Pay Per Click (PPC) at the 2020 inaugural Global Search Awards.

2. Power your programmatic campaigns on and off Amazon’s site with Amazon’s DSP.

Due to the pandemic and the desire to stay together while apart, U.S. consumers now own 25 connected devices per household according to a recent Deloitte study, a number that’s more than doubled since only 2019. Since your customers don’t browse, research and buy in a silo, why would you spend your ad dollars that way? Using Amazon’s demand-side platform (DSP), we can buy all your digital inventory including desktop display, mobile, video and over-the-top (OTT) ads programmatically at scale for seamless cross-device coverage on and off Amazon’s site. And you don’t need to sell products on Amazon to use its DSP.

How can Goodway help you get more out of your programmatic campaign?

Our experts can help you take advantage of Amazon’s data across hundreds of retail categories to reach your customers wherever they are shopping. Plus, our partners get best-in-class human intelligence and leading machine learning tech layered on top of the DSP’s algorithms for enhanced performance.

3. Add Amazon’s data-driven audience targeting to your cart.

For most people, online shopping equals Amazon. It’s the world’s largest online retailer with consumers ordering items from Amazon 6.5 times per month on average – more than any other online marketplace – according to Wunderman Thompson research, meaning its millions of shoppers leave behind a valuable trail of information about themselves, creating a treasure trove of data that can enhance targeting precision. So you can leverage a unique combination of your own first-party data and Amazon’s exclusive audience segments to enhance targeting precision based on what users have searched for, viewed, subscribed to or purchased.

Why should you use a partner like Goodway to help you build a smarter data strategy?

Often when brands try to leverage Amazon’s data in-house, they layer on too many niche targeting parameters and end up limiting the campaign’s reach. Our experts know how to create audience segments that not only expand your customer pool but are also precisely targeted. Let us handle your data onboarding, matching and segmentation to expertly craft custom audiences for your brand.

4. Prove your advertising impact with Amazon’s advanced reporting and insights.

Maximize cross-channel measurement and audience insights with all your reporting in one place! Amazon’s sophisticated measurement solutions help you gauge ad performance to know what’s driving results in your campaigns and optimize toward the most effective channels.

Because everything on Amazon is interconnected, marketers can capitalize on this reporting to build a custom holistic approach that leverages the best-performing ad tools. With Amazon, you can experiment with a variety of tactics and optimize toward those that yield the highest return for your brand, but always remember to remain fluid enough that you can quickly adjust if consumer behaviors shift.

How can the right reporting insights impact your bottom line?

Working with Goodway also means your dedicated team constantly analyzes audience overlap and attribution reports to better understand your customers, optimizes your campaigns to where and how they prefer to shop, and identifies new audience pockets for incremental sales lift. You get best-in-class human intelligence and machine learning tech at every step of your campaign, from planning to optimizing to award-winning dashboard reporting.

With today’s shoppers relying on Amazon for groceries, household essentials, apparel and so much more, it’s crucial you ensure consumers in the discovery and consideration phases can find your products wherever they do their research.

Reach out to us to learn more about how you can get started with Amazon Advertising today or talk to us about how we recently ran an Amazon advertising campaign that helped this emerging nutritional product brand quickly gain more customers.