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Best Practices Guide

Best Practices Guide

Achieve your objectives with the ONEcount solution by maximizing the four, fundamental components: Customer Journey Tracking, Audience Identification, Advanced Targeting and Unified Reporting.

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Customer Journey Tracking

In order to gain insights on your audience, develop key performance indicators and behavioral profiles. Embed our tracking pixels on your web site, banner installation, e-newsletter templates—any component of your operating channels that end users touch. You can also embed your ONEcount widgets on your advertiser or customer web sites to collect additional data on your audience as they traverse your brand's ecosystem.

Immediately build actionable behavioral and customer profiles to use in sales and marketing efforts. Create rich segments based on profiles to target relevant content and offers through e-mail, interstitials, and banner ads.

Audience Identification
Identity drives business results. Each component of your web environment should be connected to the ONEcount framework using ONEcount widgets and forms, cookie sync, API or other web hooks.

Components to connect to the ONEcount system:
  • Subscription forms
  • Web site registration forms
  • E-newsletter opt-in/opt-out
  • Social sign-on
  • Commenting and user-submitted content
  • Web site gating
  • Paywalls
  • Webinar/event registration
  • Continuing education/quizzes
  • Lead generation and referral

ONEcount's comprehensive identification framework will ensure you monetize the audience in the shortest amount of time with predictive targeting based on identity including 3-year long-tail history.

Advanced Targeting

Identity- and behavior-driven targeting provides the most detailed insights of what visitors want. Coupling their interests with your advertisers, sales campaigns and marketing initiatives produces results.

Targeting strategies:
  • Deploy interstitials, pop-ups and banner campaigns targeted for driving subscriptions, webinars sign-ups, or event participation, whitepapers downloads, etc.
  • Use identity-based segments for relevant content targeting. In addition to targeting campaigns at your value-based content, target premium campaigns at users who have already engaged, expressed interest and are identified.
  • Deploy dual-targeted campaigns, focusing on identified users and visitors who share a set of demographic traits AND behave in a certain manner.
  • Offer audience extension campaigns leveraging your identified, first-party audience through various exchanges and non-endemic sites.
  • Build segments from past behavior patterns; target e-mail and banner campaigns to users who have opened an e-mail from you and visited your web site several times in the last 30 days.
  • The Persona & Segmentation Engine can target visitors based on web behavior and/or identity and/or IP address. People talk about Account Based Marketing, which is basically targeting banners at IP addresses belonging to key accounts. ONEcount nails ABM by targeting specific, known individuals at target companies, regardless of what IP address they are coming from.

Targeting an identified audience produces a higher click-through rate providing maximum value to your advertisers, achieving higher CPM yields and reducing click fraud. Knowing who is seeing an ad is as important as preparing the message and quantifying the results. Same rules apply to house ads that are precisely targeted based on subscription status, event, webinar, purchase history.

Unified Reporting

ONEcount's identity-based reporting provides detailed information on every user interaction with your brands, at the individual, demographic and segment level. We are the only solution that provides dedicated, secure portals for your advertisers to run reports and collect data on their campaigns. ONEcount consolidates all of your engagement data into a single, unified interface, while providing valuable identity data as part of the metric. This is important, because other systems like Google Analytics, DFP, Janrain and others offer siloed data.

Dashboard ideas:
  • Create dashboards for each advertiser and include those tactics and assets to show real-time campaign success
  • Create sales and marketing-specific campaign dashboards to generate and test winning strategies
  • Configure each dashboard with the precise information you would like that person or organization to view. Control which assets, web sites, digital resources and data fields are accessible through that dashboard, allowing you to keep sensitive data confidential.
  • Run historical reports using the List Wizard to determine segment size for your campaigns. If an advertiser wants to reach a specific demographic or behavior segment with a microsite, use the List Wizard to determine what size audience you can guarantee, and which tactics will drive success.

ONEcount gives you, your internal teams and advertisers custom profile and engagement reporting on how web visitors are interacting with your brands, banners, messaging across all channels. Now you can prove the value of your brands to your advertising partners — a win-win.

For more best practice tips and suggestions, contact us at 203.665.6211 for a demo.
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