22/09: Digital Marketing News

19.05_FridayBriefing_1080x1080.jpg

Angus Carbarns. Robert Ferguson. Heather McGreevy.

This week, Angus gives us the lowdown on the latest Supermetrics connectors for Google Data Studio, Robert shares the harsh reality of data breaches in 2017, and Heather questions whether Amazon will become the next go-to for advertisers. Gripping stuff!

New Connectors announced for Data Studio

Here at Dog, we make full use of Google’s data visualisation platform to help clients better understand and act upon their marketing data. Up until now, developing a truly integrated, multi-channel reporting suite has historically been challenge for digital marketers. Until relatively recently, combining data from disparate sources like Google Analytics, Twitter, Facebook and LinkedIn in a single automated dashboard has required some cumbersome workarounds.

Thanks to the clever people at Supermetrics it’s now easier than ever to pull all your most important web and social data into a single, easy to read Google Data Studio dashboard. The new set of Supermetrics Connectors means that it’s now possible to hook up the following data sources directly to Google Data Studio alongside your Google Analytics, Search Console and AdWords data:

  • Facebook Ads
  • Twitter Ads
  • Bing Ads
  • LinkedIn Ads
  • DoubleClick Bid Manager
  • Adobe Analytics
  • MailChimp

We’re looking forward to getting to grips with these new data sources, and if you're interested, you can get full details over at Supermetrics.com

Angus Carbarns, Analytics and Insights Specialist

 

1.9bn data records lost or stolen in first half of 2017

For those of you who are currently having GDPR-themed nightmares, analysis from data security company Gemalto, finding that nearly 2 billion data records were lost in the first half of 2017 alone, will not do anything to calm your nerves.

The figures do not include the recent Equifax breach, which may have compromised the personal data of up to 143 million Americans, 400,000 UK consumers and 100,000 Canadians. North America still makes up the majority of all breaches and the number of compromised records, both above 86% of the total, although Gemalto predicts GDPR will lead to a huge rise in Europe in the future.

The UK had the second highest number of reported incidents after the US, with 40 out a total of 28,331,861 data records were compromised in the UK in the first half of 2017 (up 130% from the second half of 2016).

GDPR legislation coming in May 2018 opens companies up to stiff fines (up to €20 million or 4% or annual global turnover – whichever is higher) for these kinds of data breaches. We've set up a steering group at Dog to share knowledge and help clients prepare for the upcoming regulations. So feel free to drop us a line anytime to chat through any issues.

 Robert Ferguson, Senior Paid Search Manager

 

Is Amazon the next big player in the digital ad market?

While we’re all familiar with Amazon being at the top of their game in the ecommerce world, we’ve never really seen it as a major contender for our digital ad spend. As digital media buyers, we’re comfortable placing spend into Facebook and Google because we’re usually guaranteed a strong return in an extremely cost efficient way so is it a risk placing our budgets into the unknown with Amazon?

Something to consider is the success Amazon has had across many of its ventures. It has revolutionised ecommerce and technology in recent years so who is to say it can’t be competitive when it comes to advertising?  As an ecommerce business, first and foremost it already operates further down the purchase funnel than Google or Facebook and advertisers are beginning to realise that tapping into users search intent and capturing them on this channel is more likely to deliver a return on investment.

Another advantage of considering it as an advertising channel is that there are some disadvantages that come using Facebook and Google. Recently both of those channels have been under fire for measurement metric errors and ads appearing next to extremist content. Taking a step towards a new channel could help advertisers eradicate those fears. Read more about this subject over on The Drum.

 Heather McGreevy, Media Manager

 

That's it for this week, folks. Until next time! Remember to tweet us @dogdigital or hit us up on Facebook!