Clue is a leading data analytics and media solution for insights-driven marketing across search, social, and programmatic channels.
The most significant challenges we see in the market are the complexities of data management and enrichment. It is our reason to be to distill these complex problems into a straightforward focus, which is that at the end of the day, all datapoints are actually just people that we’re trying to interact with. We assist brands and agencies with the quest for growth, using data analytics.
How do you grow your business by using advertising effectively?
Growth comes first from understanding your customers as people.
Who they are, why they chose your brand, where they came from, and how you can use those 3 pieces to apply that to a greater audience base and grow your brand. Where did they come from and where can you find more people like them.
Remember that Clue is both a service and a solution. We interact with both advertisers and agencies:
1. How do you think about data strategy?
2. How do you find the ideal audience through analytics?
3. How do you run incredibly-performing campaigns?
4. How do you better measure your campaigns and think about that measurement strategy and connect those pipes in order to align the campaigns to the economic metrics of your business.
In order to do that, we needed to come to the table with an incredible technology.
Enter the Clue Data Graph.
The Clue Data Graph is not an audience syndicator – we are not holding on to user level data in perpetuity and trying to amass data and sell audiences off of that data.
The goal of the data graph is to provide better connected marketing because that provides better results.
It connects 4 data ecosystems.
1. How does your first-party on your website or mobile app or even in a CRM or POS system connect to your
2. second party data, i.e. the data that’s created from the media campaigns that we run on your behalf. Oftentimes there are gaps between these 2 pieces of data. Gaps where your data has ended, but the customer journey keeps going. In order to do this, Clue has formed partnerships with
3. 3rd party corporations that have data that help you understand if someone came to your website, did they go to the store? So someone saw my ad, did they remember seeing it and does it make them more likely to purchase. 3rd party data from corporate partners that we’ve prepared on your behalf or
4. solutions like surveys where we get zero party data, which is data delivered directly from the customer and given directly from the customer.
These 4 data ecosystems, connecting them, and providing better tools for the full funnel of the media job of planning, activation and measurement is the point of the graph.
Three steps the graph has that makes us able to do that.
1. We enhance your data. When data comes into our ecosystem from your website or your media program, we try to enhance the profile of the unique user from the perspective of the ip address and other signals that we may be able to find. For example unique IDs from partners like TTD, Roku, Google, social ids and etc. We create an identity that we can witness across multiple different environments to understand the user journey.
2. In addition to that we mapping other things like geo coordinates of the ip range, what is the assumed physical address within about 100 meter accuracy, what is the internet service provider they used to connect, what was their device, browser, OS settings, internet signal for consumers or business, etc.
Using this info we can probabilistically understand a single users journey across different media ecosystems and also across your own first party data ecosystems. This is the basis of how we attach those events to data partners to get a better scope and understanding of what’s exactly happening.
The point of being able to attach your data to the data of these partners is so that instead of looking at a website visit, which is what most media platforms will give you, we tell you, this person who visited your website looks like this.
Way more information to understand who your customers are, what drove them to your business and where you can find more of them. And it is how you can effectively scale a growth marketing campaign and how you address the growth challenge.
We use the data ecosystem to help you across the full funnel of the media job and the full funnel of the media campaign.
From planning to activation to measurement.
How do we address the planning challenge?
Example from one of our customers. Medical clothing provider – they manufacture and sell scrubs through ecommerce to nurse practitioners, physicians, etc.
How do we help the provider understand the total scope of the market, and what will is cost to succeed? So we go to our graph and we are able to pull out this type of plan:
When you look at this audience and your budget – we can tell you that you will be able to reach a certain percentage of the total addressable market within a certain period of time online and you will be able to deliver a certain number of ads per person within that time period and the cost per individual will be a certain amount.
Going into that audience – what exactly are you buying?
We can tell you more about your audience, who is more active with your ads, gender, age, social status, life stage, recent employment events, etc.
If you were going to buy this audience and not set any device mix choices, this is how the distribution of your impressions across devices would be. These are the types of endemic categories that this audience is reading in the last 30 days. So if you want to meet your audience in environments that align with the employment category that they’re in, this is the type of content and these are the websites that you’re likely going to get placed on and the total volume of the audience in those websites within a 30 day period of time and the total volume of impressions within a 30 day period of time. So that is a planning example.
Let’s talk about activation. With $75K you aren’t going to want to spray and pray across the entire market. You want to say, okay well what should I actually be buying within that audience? Before I spend a dime, how can I figure out what is going to work for me within this wider category?
We said no problem, you need to place our analytics pixel – it will help us gather data from your website and run reports that give us better guidance when we are planning your campaign.
They placed our pixel and what they wanted to know was:
- What regions should they be addressing and
- What audience segments within that greater segment of healthcare workers should we be targeting and we discovered that Ontario, New York and California were the places where they are already receiving the most customers and thus where we should align the campaign since we could spend the 75K against this audience in these regions and reach a higher share of voice.
We used their audience data as well to ask our data providers, what professions do these people work in. And we found that nurse practitioners that specialize in internal medicine (including family, general practice).
We were able to reduce the scope of the geography and find the actual segment that they should be targeting which is nurse practitioners.
then we used one of our data providers to find all nurse practitioners that aligned with their target, the total amount of the audience we could find across their audience and what it would cost to reach that audience.
And this is how we were the analytics partner that connects you to the data you need to succeed.
Speaking more about activation, when it comes to campaigns, we have solutions that address these 4 objectives:
- Do you want to grow the awareness / position of your brand in the market
- Do you want to run a campaign that generates visits to your website and sales on your website
- Do you want to grow the total user base of your app and the total amount of actions or sales within your app
- Do you want to drive people to your retail /physical store and have them purchase things at your store and track those purchases through your POS
We already told you how to plan properly, we gave you a complete understanding of what you should be targeting and used one of our data providers to find the perfect audience for you. Now we need to make your campaigns work. As we are gathering data, we are categorizing that data against itself. We are scoring all of the different features of a successful visit to the site, or the features of a successfully placed ad. This is how we prove that we are the data science partner that helps you run your best performing campaigns yet. So as we are witnessing purchases or visits to the customer’s website, we are scoring whether a purchase was more likely to happen on a Tuesday or a Friday, whether it was more likely to happen at 8 am or 10pm, desktop or mobile device, Ontario or NY, coming from Facebook or another website or search. And all of those things fed our model. And our model created predictions as to whether or not, if we were to place an ad, how likely is it to result in a visit to the site, or result in a sale on the site. And in that way, using machine learning, the campaign is able to teach itself. And this is how we provided the best performance for an online campaign. And it resulted, in a decrease in the total cost per acquisition decrease over time, and the total amount of conversions increase over time. Where we were able to drive incredible performance for the customer and this is how we also provide measurement solutions.
All of our customers are
onboarded to a free to access data marketplace where they are set up with
standardized views, but they can also work with our analytics team to get
access to whatever data they need or whatever type of custom report they need
in order to prove that their campaign is working in order to understand their
customers, their customer source, for better planning, and better performance.
This is an example of a campaign dashboard where we try to figure
out what audience segments drive better performance, watch how the campaign is
pacing, how performance has improved over time, what channels are driving the
performance, what regions are generating the most conversions, what creative
assets are driving the most conversions, etc.
All these objectives can be accomplished through any one of
these channels, we are not just a programmatic partner for brands, we can be a
one stop media, data science, and analytics shop for our customers. And they
can consolidate their entire media operation within one single partner. We run
campaigns across search (Google, Apple and Bing), Facebook, the entire gambit
of programmatic, CTV, audio i.e., Spotify, Pandora, physical ads as DOOH,
TikTok, LinkedIn, advanced YouTube campaigns, etc. Each one of these objectives
has its own specialized planning, activation and measurement products, which
are templated here.
Then go through success stories
To access this support and get going with a plan, there are no
fixed costs. The whole point of Clue is that all your investment is funneled
into your media campaign. There are no external fees to get the reports, etc.
the only thing we need to get started is their confidence and trust. We are
always trying to simplify the onboarding process and lower the barrier of
access from a competence and staffing perspective. Magnify is plug and play.
Some objectives like building awareness, don’t require anything outside of the
ecosystems we control. It can be as simple as signing an IO with us and sending
us creatives. If there are more complex parts to the process, you have a team
who is dedicated to your program, a technical team with solutions engineers,
data ops and business analysts so if there is a technical barrier of getting
data from point A to point B in order to launch, we have the staff at Clue to
get you over the hump.