{"id":103418,"date":"2014-05-26T17:28:00","date_gmt":"2014-05-26T22:28:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/the-scoop-on-converged-media-from-clickz-livetoronto\/"},"modified":"2025-01-03T04:23:49","modified_gmt":"2025-01-03T09:23:49","slug":"the-scoop-on-converged-media-from-clickz-livetoronto","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/analytics\/the-scoop-on-converged-media-from-clickz-livetoronto\/","title":{"rendered":"The Scoop on Converged Media From ClickZ Live"},"content":{"rendered":"<p>On May 15, I had the opportunity to speak at <a href=\"http:\/\/www.clickzlive.com\/toronto\/\" target=\"_blank\" rel=\"noopener\">ClickZ Live Toronto<\/a>. Representing DAC demands that a strong case is made for optimizing results, and the session did just that. In the age of converged media, integrating earned, owned and paid strategy is enriching consumer experiences and raising ROI for brands through effective lead generation, audience engagement and increased conversion rates.<\/p>\n<p>Alongside industry colleagues from RankHammer and Acquisio, we set out to shed some light on <a href=\"\/en-gb\/services\/digital-media\/\">converged media<\/a> and share tools and techniques that delegates could implement back in their own workspaces, including:<\/p>\n<ul>\n<li>Ways to get people in silos to work together around shared goals without actually breaking down silos or randomizing their workflow.<\/li>\n<li>Examples of integrated reporting, effective tools and process flow that address constant optimization.<\/li>\n<li>Methods to use data to drive personas and adaptive messaging to customers.<\/li>\n<li>Predictions and trends in paid, owned and earned media for 2014 and beyond.<\/li>\n<\/ul>\n<p>Much of the session was devoted to offering practical tips to attendees for working across silos to create environments where agencies and stakeholders work toward continuous optimization.<\/p>\n<h2>One way to get people working together to achieve a common goal \u2013 implement this tomorrow<\/h2>\n<p>Workflow, when dealing with live campaigns, can be challenging \u2013 yet it poses incredible opportunities for optimization. Even more so when trying to manage stakeholders across paid, earned and owned channels.\u00a0 One of the greatest advantages of digital marketing is its agility and capacity for modification\/optimization without forcing everyone back to the drawing table.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4296 size-full\" src=\"\/wpe-content\/uploads\/2014\/05\/agile_method-01.png\" alt=\"agile_method-01\" width=\"487\" height=\"363\" \/><\/p>\n<p>A proven, optimization-friendly work style is the <a href=\"http:\/\/en.wikipedia.org\/wiki\/Agile_software_development\" target=\"_blank\" rel=\"noopener\">Agile Methodology <\/a>(as borrowed from our friends in the application development community). This involves establishing \u201csprints\u201d that occur over 2-4 week periods, with discreet and attainable deliverables that allow the team to showcase incremental wins over time. They\u2019re aided by daily \u201cscrums\u201d, which are quick stand-up meetings with key stakeholders meant to establish the work for the day, highlight issues or uncover opportunities.<\/p>\n<p>In addition to aligning work teams, setting up effective KPI tracking is critical in the obvious sense of managing progress, but it also increases team confidence and identifies \u2018spot fires\u2019. Putting out a spot fire or applying a tweak to an under-performing tactic puts campaign managers in the driver\u2019s seat for success. And agreeing on a dashboard that considers the metrics that are important to each of the paid, owned and earned silos ensure that success is attributed across all the channels that have a positive impact on performance.<\/p>\n<p>Further on in the session, we discussed how through governance and strategy, content has the ability to build bridges across the silos we know to exist. In addition to supporting the bare necessity of on-brand, <a href=\"\/en-gb\/services\/content-strategy\/\">on-message content<\/a>, adding back-end strategic considerations to content hosting and distribution will ensure that the content can live across paid, earned and owned channels in a homogenous way. When done correctly marketers can accurately measure impact, align with specific consumer preferences (personas) and in some cases extend content relevancy and increase its impact.<\/p>\n<section id=\"hub-newsletter-signup\" data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_6ab0785dba7c7'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <input type='text' name='dac_hp' value='' tabindex='-1' autocomplete='off' aria-hidden='true' style='position:absolute;left:-9999px;height:0;width:0;border:0;padding:0;overflow:hidden'>\n    \n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var loadedAt = Date.now();\n    var form = $('#hubspot_form_6ab0785dba7c7');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Submit through the site's form proxy (form IDs stay server-side)\n        fetch('https:\/\/www.dacgroup.com\/en-gb\/wp-json\/api\/v1\/forms\/submit', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify({\n                form: 'newsletter',\n                source: 'block-hub-newsletter',\n                lang: 'en-gb',\n                email: email,\n                hp: form.find('input[name=\"dac_hp\"]').val(),\n                turnstileToken: form.find('[name=\"cf-turnstile-response\"]').val() || '',\n                elapsed: Date.now() - loadedAt,\n                pageUri: window.location.href,\n                pageName: document.title\n            })\n        })\n        .then(response => response.json().catch(function() { return {}; }).then(result => {\n            if (response.ok && result.success) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                if(statusElement) {\n                    statusElement.text((result.data && result.data.message) || \"There was an error submitting the form.\");\n                    statusElement.css({\n                        'color': 'red',\n                        'padding-top': '10px'\n                    });\n                }\n            }\n        }))\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<h2>Identifying personas<\/h2>\n<p>Finally, audience segmentation has come a long way over the years Today\u2019s tools are taking segmentation far beyond cohort splicing and geographical location to income, pet ownership, purchase behaviour, digital preference, physical activity and hobbies, to name a few. With this information, it\u2019s possible to build robust personas and user profiles that can be used to customize the content being served to make it as relevant as possible.\u00a0 Excellent resources for such information can be found through providers like comScore\u00a0and Environics\u2019 PRIZM5\u00a0in Canada, and <a href=\"https:\/\/www.quantcast.com\/\" target=\"_blank\" rel=\"noopener\">Quantcast <\/a>and <a href=\"https:\/\/segmentationsolutions.nielsen.com\/mybestsegments\/Default.jsp?ID=70&amp;pageName=Learn%2BMore&amp;menuOption=learnmore\" target=\"_blank\" rel=\"noopener\">Neilsen PRIZM<\/a> in the US.<\/p>\n<p>In summary, planning campaigns around paid\/owned\/earned channels is less about breaking down those silos and more about planning to work across them. By considering the unique needs of these channels from the outset, and\u00a0<a href=\"\/en-gb\/services\/content-strategy\/\">creating a content strategy<\/a> that leverages the strengths of each, your campaigns will benefit from converged media every time.<\/p>\n<p>Interested in a career in <a href=\"\/en-gb\/services\/\">digital marketing<\/a>? <a href=\"\/en-gb\/contact\/\">Contact DAC<\/a> today!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>On May 15, I had the opportunity to speak at ClickZ Live Toronto. Representing DAC demands that a strong case is made for optimizing results, and the session did just that. In the age of converged media, integrating earned, owned and paid strategy is enriching consumer experiences and raising ROI for brands through effective lead [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":103420,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","in_short_ai_headline":"","in_short_ai_body":"","in_short_status":"","footnotes":""},"categories":[2861],"tags":[1064,1065,1066,489,1067,958,1068,486,1069],"class_list":["post-103418","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-agile","tag-clickz","tag-converged","tag-digital-marketing-2","tag-earned","tag-media-2","tag-owned","tag-paid-2","tag-teams"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - 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