Tagline for Brainfood header logo

Archive for: Phoenix Marketing and Advertising Agency's Advertising - White Papers

Dynamic Digital Ad Placement: Modernization & Rapid Optimization of Ad Spend

July 12, 2019

man on phone in front of screens of numbers

Advertising has undergone a massive overhaul since the days of placing full page ads in publications, a billboard or two, and nailing down a TV spot rotation.

For generations, the advertising agency process was simple—one ad concept that everyone could agree on was created and placed in as many newspapers, magazines, and TV slots as the client could afford—advertising frequency was that name of the game. The agency and client would meet a few months later, after the preliminary results were published, to review results and discuss adjustments.

We laugh at how simple things were compared to our multi-channel, multi-platform, one-to-one relationships brands enjoy with their stakeholders. However, if we look closely at then and now, how much has really changed?

Yes, our advertising channels have multiplied via the digital space, but are advertising agencies or media placement firms really keeping pace with the endless possibilities digital advertising and predictive analytics affords?

Marketing Technology Landscape: 8 Years of Growth

The typical ad agency still focuses on one advertising concept created to run on all platforms (and it ends up being pretty vanilla because, since they only produce one concept or a predetermined series from that concept, it has to be generalized to maximize broad-based appeal). Even if the agency excels at targeting different demographics and locations, they still aren’t creating customized ads for each of those audiences—they’re just running the same generalized ad.

FabCom Modernizes Ad Campaigns

As a boutique new-breed integrated marketing and advertising agency, FabCom developed a new method of digital advertising. As true innovators in the advertising world, we don’t stop at one ad concept—in fact, we built a whole new digital ad placement method and process.

The new three-part digital ad placement strategy revolutionizes the old-school advertising method by creating an innovative, nimble, dynamic digital advertising model that amplifies reach, creates explosive growth, and beats the competition.

The three key elements that have converged with new technology to form a completely new model include:

1. The Neuromarketology Model
2. The Traditional Digital Ad Placement Model
3. The Dynamic, Real-Time Iteration Model From Financial Day Traders

Neuromarketing Strategy

At the core of the dynamic digital ad placement methodology is the strategy FabCom’s CEO, Brian Fabiano, wrote about in his first book, Neuromarketology.

Neuromarketology is the strategic umbrella under which FabCom defines and creates all client work. It’s an integrated marketing and advertising strategy that harnesses converging technologies and diverging audiences to create dynamic one-to-one marketing that produces astonishing return on investment (ROI).

In a nutshell, Neuromarketology is a one-to-one integrated inbound and outbound marketing and advertising strategy that values deep connection with the customer above all else. The Neuromarketology strategy derives from the study of how the human mind responds to personalized messaging and the consumer behaviors marketers can activate by creating relevancy and engagement with multiple segments of consumers.

To make the end game efficient and ROI-centric for our clients, FabCom heavily front-loads the client’s advertising process for results. Before any marketing or advertising begins, the team conducts in-depth research on our client’s consumers—we’re thoroughly examining the consumer demographics, the psychographics, the sociographics, and the customer behaviors. As we dig into the minds of our client’s consumers, instead of considering all consumers as one group, we can segment consumers and craft a message that is relevant to each group.

Because the ultimate goal of marketing and advertising is to create relevancy for the consumer, we customize advertising to ensure it’s relevant to each segment of consumers—so all consumers feel connected to our client’s brand, product, and service. FabCom’s Neuromarketology strategy is the first step to creating a dynamic online advertising campaign.

The Traditional Digital Ad Placement Model

Digital ad placement, the second key element of FabCom’s dynamic digital ad placement process, is defined by FabCom’s Neuromarkology-based strategy created for each client. When creating and placing digital ads, FabCom is executing on the information gathered and defined within the strategy.

In today’s increasingly online environment, to ignore digital ad placement is foolish. However, online advertising isn’t easy—and it can be dangerous and wasteful if not executed properly.

Many smart business leaders find themselves in the void between knowing and doing—they know they should be advertising online, but the fear of wasting their ad budget holds them back from executing a plan.

With endless options, no experience, and an insufficient team, getting outside help is a smart option for businesses. It’s vital to hire an advertising team that is able to develop and execute a comprehensive and long-term strategy, develop the creative, deploy the advertisements and analyze the results. All under one roof, FabCom has the strategy, creative, and tech team to execute all aspects of a strategic, integrated inbound marketing and outbound advertising plan.

Dynamic, Real-Time Day Trading of Ads

What does next-leveling your digital advertising process look like? Imagine the trading floor of the New York Stock Exchange—a buzzing, high-level, mobile environment, with activity focused on screens arranged in a circular pattern.

New York Stock Exchange

FabCom’s dynamic, real-time digital ad day trading concept mimics the real-time patterning, analysis, and iteration of stock day trading. Running a new-breed digital ad campaign is an agile, efficient process of placing ads, reviewing performance, and iterating ads, placements, and budgets.

Essentially, our day trading-based advertising model makes A/B testing look like child’s play—it’s more similar to a mashup of traditional day trading, A to Z testing, geek-level creative, and seriously in-depth, technology-enabled analytics. All of these components come together to produce a rapidly-iterated and totally optimized digital ad methodology.

Simply put, with the traditional methods, you might get a few versions of your creative sized for each platform—however, with the tech and method FabCom delivers, you are getting thousands of ad variables—all right-sized for the optimal timing and placement.

The Dynamic, Rapid Digital Ad Optimization Team

A dedicated interdisciplinary team is necessary to create, analyze, and optimize ad placements. To meet clients’ expectations and next-level ROI, FabCom’s digital ads team consists of four main roles:

1. VP of Digital Strategy
2. Composition Analyst
3. Technical Media Analyst
4. Conversion Optimization Analyst

FabCom has a unique approach to building an effective team. Each ads team member will rotate through these four positions to acquire the skill sets of each unique job. These team members will embody leadership roles within their specialized skill set on a day-to-day basis, however, when there is an overload in one position, because the team is cross-trained, fellow team members are able to slide over and assist as needed. The four unique and team-based job descriptions of our digital ads team are as follows:

VP of Digital Strategy (Strategic Marketing Behavioral Data Analyst)

The VP of Digital Strategy’s primary goal is to discover the best performing mix of placements and platforms to achieve the highest ROI as determined by strategic goals and objectives. He/she is responsible for weekly data and predictive research reporting, which is provided to the lead strategist. In addition, the VP of Digital Strategy will complete business intelligence generation and insight synthetization.

Composition Analyst (Composition, Platforms, and Messaging Specialist)

The Composition Analyst creates messaging to pair with visual assets to drive performance through an iterative composition process. He/she is responsible for digital asset editing and preparation. The composition analyst sets up, optimizes, analyzes, and responds to data from various digital platforms.

Conversion Optimization Analyst (Conversion Optimization Specialist)

The Conversion Optimization Analyst is a data-driven individual conducting dynamic testing and validating activity value while investigating forensic attribution of lead data to ensure data collection integrity. He/she will set up and maintain all aspects of data collection including ETL, event tracking, tag management, and conversion tracking, in addition to providing context for data.

Technical Media Analyst (Real-time Tactical ROI Placement Specialist)

The Technical Media Analyst will perform multi-channel placement, rotation, and digital ad trading in a multivariate testing environment. He/she is responsible for a daily spend audit and reporting. The position includes conducting testing and making recommendations as determined by reported results.

The Ad Placement Methodology

The dynamic digital ad placement methodology is simple—however, the execution is anything but. The digital ad team is an integrated team of experts that provide repeatable, scalable, real-time creation, analysis, and iteration within the digital advertising space. No longer are you running one ad or even three ads and waiting months for analytics before you can evaluate performance and execute next steps. Now, results are analyzed and pivots are made in real-time.

There is minimal waste with his rapid testing model. Let’s say you start by running three ads within three different customer segments for a total of nine ads. At the 36-hour mark, the ad performance will be analyzed, the best ad per segment is noted, and two more derived, iterated, or deconstructed ads are created from the baseline ads. The fresh ads are then redistributed per segment and per cohort. If one entire segment performs below expectations, that segment is entirely eliminated, and another is created in its place. This process progresses until the campaign is fully optimized and only the best performing ads are consistently distributed.

The rapid optimization of digital ads is a fast-moving process and requires an interconnected team of creatives, strategists, and analysts working shoulder-to-shoulder, all under one roof.

Physical Environment

When working with a mass of ads and data, everything matters. The physical environment necessary to rapidly create and optimize digital advertisements is unique. The digital ads team must work closely and intently in an environment conducive to agile, real-time movement and iteration. The core strategic, creative, and analytic teams work shoulder-to-shoulder, unified into in a circular placement, all under one roof—like the trading floor of the New York Stock Exchange.

The circular physical environment is both a metaphorical and practical realization of interconnectedness of the cyclical, perpetual, and integrated dynamic ad placement concept.

The full-circle environment of the digital ads team fosters connection, real-time interaction, and skill cross-training. The digital ads process is quick—and the team needs to be close to the technology and close to each other—ready to respond to the data and the adjustments of the creative or analyst sitting next to them.

Data Security: A Key Consideration

One of the key benefits to businesses that have their digital ad campaigns strategized, created, and executed under one roof is the streamlining of communication points and management. In addition, and perhaps more importantly, the business’ data remains in one place—instead of farmed out to, and easily accessible by, multiple vendors.

A typical marketing and advertisement agency can’t provide the trifecta of top-level strategy, creative, and tech. They may be able to do one or two processes but will outsource the others.

For instance, many agencies outsource ad placement or analytics—and the company they outsource to, may, in turn, outsource certain aspects of ad placement to yet another company or individual. Are all these companies and individuals vetted?

Does the marketing leader know who has access to all their data and ad campaigns? Probably not.

Hiring one trusted, easily accessible team to manage business data, marketing, and advertising streamlines the advertisement process and keeps business’ data as safe as possible.

Redefining Traditional Digital Ad Placement

Advertising isn’t as simple as some consider it to be. With the explosion of platforms and available data, to stay ahead of the competition, an innovative, agile approach is imperative. Neuromarketology, FabCom’s one-to-one targeting strategy, informs all aspects of the rapid, agile, and efficient digital advertisement methodology. The secret sauce is the human talent cross-trained and physically placed in an environment built for nimble iteration. This revolutionary day-trading model for digital ad placement ultimately maximizes ROI by amplifying reach and inciting explosive growth.

Let FabCom propel your business to the next level through long-term marketing and business strategy and next-level advertising.

What’s a PURL?

May 9, 2019

Woman wearing multitude of colored pearls.

You know the scene—you’re sitting in a meeting with this super sleek, cutting-edge integrated marketing team and everyone’s talking about pearls.

You’re smiling and nodding but you’re secretly thinking, “What’s a pearl? Am I the only one who doesn’t get why these people are talking about jewelry and personalized marketing content in the same breath?”

So (under the table, on your phone) you Google “what’s a pearl?”

And since you know these people aren’t the knitting type, you quickly find out that they’re referring to a PURL—a personalized URL.

It’s Not a Pearl or a Purl—It’s a PURL

For the people who don’t live and breathe marketing and advertising and who do think necklace when they think pearl, a PURL is a website address that has some type of personally identifying information within the URL.

A PURL can read like this:

  • sallysmith10.websitename.com
  • websitename.com/sally.smith10

How a PURL Campaign Works

PURL infographic with computer

A PURL typically pairs with an email or direct mail marketing campaign.

For example, if you add a PURL to your email campaign, your lead will receive an email that says something like, “Hey Sally, we’ve got something special for you! Visit sallysmith10.websitename.com to discover what’s in store.”

When Sally receives an email personalized with her name and a link to her very own webpage, she’s intrigued. When she clicks to her webpage, she reads, “Thanks for joining the movement Sally! We’d love to see you at our A-List-only sneak-peek event.” On her webpage, you’ve added fields where she can provide information on herself: name, address, favorite color—whatever you need to know to help you find the right product or service for Sally.

The data Sally enters feeds directly into your integrated CRM. Your sales team receives notice of her interaction with the PURL, sees the new data points, and contacts her to follow up. Armed with Sally’s new data imported into the CRM, your sales team can ask highly relevant questions and deepen the relationship by making Sally feel engaged and connected.

Why Should You Use a PURL in an Integrated Marketing and Advertising Campaign?

PURLs are used for three reasons:

  1. To engage prospects via personalization
  2. To gather key data on prospects
  3. To track and analyze the results of an advertising campaign

Using PURLs to Engage Your Audience

In marketing, anything you can do to create meaningful engagement with your prospects is extremely valuable. PURLs are one means of gently engaging your prospects.

Wouldn’t it be cool to have your own webpage? Sally thinks so. When she saw that PURL in her email, she felt kinda’ special, so she clicked to her page.

Marketing is all about developing relationships with your leads. Good sales people don’t ram a product down a prospect’s throat, they engage with prospects to figure out if their product or service is a good fit for the prospect.

What you’re really doing with a PURL campaign is gently drawing in a prospect and deepening both the prospect’s relationship with your business and their connection to your product or service.

Gather Key Data on Prospects Using PURLs

When your lead opens the marketing email you sent and clicks the link to visit their PURL, they are presented with a webpage including information on your brand.

You have the prospects attention—use it wisely.

Be sure your imagery and copy appeal to your prospect so they feel comfortable with the next step—telling you about themselves. Gathering key data on your prospects is a major feature of PURL campaigns. Strategize about a few simple things they can tell you that will help you give them what they need.

A UX designer can help create a comfortable experience for your prospects and make it very easy for them to give you information—think simple questions, dropdowns, wide open spaces, appealing graphics, and a general air of professionalism.

If it makes sense within the client’s overall integrated marketing and advertising strategy, FabCom will execute a PURL campaign. Our agency helped a tech-centered university foster relationships with prospective students using PURLs. Below is an example of a PURL landing page that prompts the prospective student to input intent-based information.

Screenshot of landing page with data fields.

The data you gather on your prospects using a PURL must go somewhere. Be sure to integrate your CRM with the PURL campaign so the data is saved and useful as you continue to engage with the prospect.

In the example above, the data gathered from the PURL landing page enables the university’s admissions team to have a fuller picture of the student and provide personalized follow up.

Find Peace by Tracking ROI

Because PURLs follow your leads from click to click, they can help you make smart, forward-thinking decisions based on hard data.

Does the thought of dumping a bunch of money into marketing and advertising make you physically sick? All that cash. All the blood, sweat, and tears to make all that cash. And then you’re supposed to just toss it all in the air and hold your breath?

Too many businesses do their marketing and advertising that way.

Don’t be that business.

When you set up any kind of advertising campaign you must meticulously integrate analytics into every possible facet of the campaign. If you don’t, you can’t track your return on investment.

When you’re not tracking performance, you’re leaving yourself wide open to failure and wasted marketing dollars.

Without closely watching your campaign, you can’t adjust and pivot. No one is omniscient—no one knows exactly how people will react to your ad campaign. Continuous monitoring needs to be enabled to keep the campaign hitting your targets.

Do you Still Need Analytics If You Use PURLs?

Using PURLs is a great way to track if your advertising campaign is working, however, PURLs have limitations on what they can track. Even with the data tracking inherent to PURLs, you still need additional analytics. You want to layer deep analytics over your PURL pages to track things like:

  • How long the prospect spent on the page
  • How many times they visited the page
  • Where your visitors are located

When you have a team of strategists and analysts keeping their finger on the pulse of your spend vs. your results, you remove the fear surrounding marketing and advertising and make key business decisions with confidence.

11 Steps to Creating an Integrated PURL Campaign

  1. Get your hands on a hefty list of leads
  2. Create an email marketing and/or direct mail piece
  3. Choose a PURL generator
  4. Include the PURL for each prospect in your email or direct mail campaign by merging your file of leads
  5. Integrate your CRM with the campaign
  6. Set up analytics listening
  7. Hit send
  8. Follow up with prospects who used the PURL
  9. Remarket with highly relevant content
  10. Follow up again
  11. Close the deal

How Do You Add PURLs to Your Email or Direct Mail Campaign?

As noted above, step three to creating a PURL campaign is to choose a PURL generator. There are two options for adding PURLs to your ad campaign:

  • Do it Yourself PURLs

    • If you’re the DIY type, you can run a PURL campaign yourself using a few different services. You need a service to gather a lead list, a service to generate your personalized URLs, and an email provider. You need to write the copy for the email and landing page, create graphics to make it all look polished, integrate the PURL data with your CRM and analytics, personally follow up with the leads, and develop a strategy to continue the relationship.
  • Hire it Done with a PURL Service

    • If you’re not a marketing and advertising expert, you can hire an integrated marketing and advertising agency to take care of all the nitty gritty details. You’ll just want to make sure that the firm has the capability to execute on all elements of the campaign under the umbrella of your overall marketing strategy. For instance, some agencies just do your branding but not your email marketing or variable data printing. Other agencies can’t provide the coding needed to integrate the prospects’ webpage activity into your CRM and your analytics. Conduct thorough research, ask questions, and make sure the agency runs your PURL campaign under the umbrella of your overall marketing and advertising strategy.

Close the Loop to Get Strong ROI from PURLs

Developing a PURL campaign should be seen as one piece of your overall marketing and advertising strategy. To ensure you’re not wasting your advertising budget, don’t just hit send and then sit back and expect your bank account to balloon. Once you’ve begun your PURL campaign, you’re just getting started. To close the loop and see excellent return on your investment, you must continuously attend to the following:

  • Fostering your relationship with engaged prospects
  • Remarketing to prospects wherever they spend their time
  • Analyzing campaign analytics

What’s the Cost of a Good Set of PURLs?

Technology changes daily so you’ll have to do your research, but for the most part, you can run a simple DIY PURL campaign for as low as $300. Note that this PURL generator fee does not include these elements necessary for an effective campaign:

  • strategy conception
  • lead generation
  • copywriting
  • graphics creation
  • database feed
  • CRM integration
  • sales scripts
  • follow up campaign

PURLs can be an excellent addition to your overall integrated marketing and advertising strategy. A robust, comprehensive, high-ROI strategy executed by a team of experts ensures your brand gets the attention it deserves, and you get the time and returns you need to focus on what you do best.

To Recap:

When done right, integrated correctly, and developed as part of an overarching marketing and advertising strategy, PURLs create meaningful connection with prospects, gather prospect data, enable quality tracking of key data points, and help you meet your business goals.

Get Real BI Through ETL Implementation

April 26, 2019

laptop user working on BI data integrations

A Texas hospital spent $62 million adopting a promising, breakthrough business intelligence (BI) tool, but four short years later, discontinued the system that was supposed to drastically improve cancer care. Whether it was because of botched implementation, an overhyped, buggy product, or internal politics, the end result was a gut-wrenching money pit.

Upon hearing the doleful news that big data didn’t pan out for big business, I’ll bet all those CEOs who were ready to pony-up for new business intelligence systems, quietly put the company card back in their wallet.

CEOs across the world protected themselves and their companies by deciding not to adopt the newly available, cutting-edge cross-platform data collection and centralization systems.

But did they shoot themselves in the foot by staying with their existing disjointed, clumsy, error-prone, high-maintenance data tracking BI systems?

The Problem with Data and Marketing Business Intelligence

We live in an era impressed by data. Impressed … but overwhelmed.

We can pull granular data out of everything from our web pages, apps, social media, point of sale system (POS), QSR kiosks and customer relationship manager (CRM), to name a few. We have access to all the data we could ever want, but the problem with data is not that there is too much of it—the problem with data is that we’re blockheads at capturing the data from separated systems and translating the disparate data into tidy, usable dashboards. We should be able to synthesize all that beautiful data and provide succinct insight that fosters business growth and aids decision-making.

We have data from our website, app, CRM, and POS, so why can’t all this data feed into one pretty dashboard that shows us where the business is losing, where it’s winning, which pots to put the money in, and what can be done to improve growth?

It’s not that easy to integrate data from disparate systems.

Systems are notorious for not playing nicely with each other. In effect, it takes an expert, or team of experts more likely, to make everything synchronous—and even then, it’s a game of whack a mole. None of the systems were built to easily integrate with every system out there. The systems are continually updating, and when one system updates, the connecting one doesn’t update automatically—so now that connection is broken. When another system gets updated, and the corresponding data path isn’t updated, suddenly data collection is lost—and it goes on and on. It’s a data geek’s daily nightmare.

Data integration and subsequent BI analysis issues are high-level problems. Is the only solution to hire an expensive team of data experts to continuously monitor data extraction and system integration?

There is another way, although it’s not free and it is still a mix of man and machine—it’s a more sophisticated, automated form of an ETL function.

What is ETL?

E = Extract
T = Transform
L = Load

ETL is a tool used to pull data (extract) from any of your existing systems (website, app, CRM, POS etc.) and reformulate the data (transform) before it dumps it (load) into an analytic dashboard. The ETL tool is layered over your existing system, enabling it to communicate with other systems. Typically, the data from your system isn’t readable by another system, nor is the data from your system formatted in exactly the same way as the second system—so the second system can’t read your data.

Think of ETL as what happens when you create an Excel spreadsheet. When you create a spreadsheet, you take a bunch of disparate data and organize it into tidy columns you can use to inform business practices. You can sort and label the data any way that makes it most usable. ETL does basically the same thing—it collects data, sorts and labels it properly, and then gives it to another system for display. The collection is extraction, the sorting is the transformation, and the giving is the loading.

How ETL Works

Google Tag Manager (GTM) is a commonly used ETL—GTM extracts information from your webpages, transforms the code into identifiable data and loads it into Google Analytics.

Let’s say you sell shoes online, and at the end of the month, you’d like to see how many website visitors you had, your total sales, and how many people clicked on your branding video.

Using GTM, you tell Google what types of data you want collected from your website (video clicks, website visitors etc.). GTM then extracts the data, arranges it into the format Google Analytics can read, and then delivers it into Google Analytics to facilitate BI.

google tag manager and google analytics chart

The whole point of leveraging data collection systems for your business is to gain factual evidence about your business to help you make educated business decisions. When working with the destination data, you can see what’s working, what needs more budget, and what activities can be cut.

Why Do We Care About ETL?

Why do we care about ETL? Well, it helps us understand the problems that crop up in our integrated systems that use ETL. When we are shopping for scalable system integration solutions for our business, it’s better to have a basic understanding of the ETL process—how things work and what the limits and drawbacks are within ETL system integrations.

The Problem with ETL

It’s amazing to live in an era with the technology to track everything known to man, from simple things like phone numbers and click counts, all the way to blood sugar levels and granular medical drug trial data.

But data and systems always seem to cause problems, don’t they? ETL is no different.

ETL is a beautiful thing, but the problems with ETL system integration are:

  • ETLs must be manually set up at the source (someone has to put the codes into the website, app, etc)
  • ETLs break because either the data source or destination updates and the data can no longer transfer (so your dashboard is showing no sales, but you actually had sales)
  • Because ETLs break, you must have staff dedicated to monitoring and maintaining the system integrations
  • When your business starts to scale, the number of data points and systems needing connection can be infinite—it will become overwhelming for one person or even one team to implement and control system integrations
  • Some systems just don’t play well together and can’t be integrated (as of yet)

ETL Solutions for Medium and Large Business

By manipulating source data, ETL enables your systems to talk to each other, but as you scale your business, you adopt more systems and want to track an increasing number of data points—and the system integrations become a nightmare.

data source metric google tag manager and load destination

When there are too many ETLs functions for staff to create and maintain, most of the work must be relegated to a machine.

Why don’t businesses simply use the ETL-automation-tool from day one?

Most small-and many medium-sized businesses don’t need an ETL automation tool. They can develop system integrations in-house or with the help of an integrated marketing and advertising agency. It’s not perfect, but it works if you hire the right experts. Using a tool to automate ETL functions probably doesn’t make sense until your business starts to scale to the point where automated ETL integrations are the most efficient and effective choice.

When business begins to scale, the integration staff costs increase—and at some point, the cost and ease of an automatic ETL integration tool becomes necessary and more cost-effective than hiring integration staff ad infinitum.

Graduating to ETL Software

Congratulations, your business has scaled, you’re running a medium – to large-sized business—and you’ve got big problems.

On the one hand, you have a ballooning team of systems integration specialists, but on the other hand you have business analysts complaining that the data is no good.

You need your marketing business intelligence team to get ahold of the data they need to effectively analyze the market and provide you with the insight and recommendations you require to make crucial decisions that have dramatic ramifications.

It’s time for you to graduate to a tool to help your team work effectively with your data.

When your business adopts ETL software, you eliminate significant labor costs because the tool takes care of the communication between your data points and your data destinations. But the biggest selling point is that when any system updates, the tool will handle the changes without human involvement—all system integrations will run smoothly on their own.

However, robots haven’t taken over the world quite yet, so you still need humans to complete two functions:

  1. Re-tag your data origination points (website, app, CRM, etc.) for all the items you want to track
  2. Analyze the data within the destination dashboards to provide actionable insights to improve decision-making

Like most systems, in order to get things going, someone has to set things up. However, tagging the data origination points is a one-time job if you use consistent naming convention strategy. Once you’ve implemented the tags, you won’t need to redo that process, even if you add additional destination points.

And, as always, smart businesses don’t rely solely on data for decision-making. The human mind is still needed to bring practical intelligence and big-picture-thinking into the mix when creating smart, actionable business decisions.

Using Big & Little Data Without Killing Your Company

When you have properly functioning ETL system integrations, you have access to a lot of good data. As you’ve read, getting good data is often an uphill battle. Unfortunately, it’s only half the battle. The other half is knowing how to use data to make smart business decisions.

Just like connecting your disparate systems isn’t easy, neither is analyzing the data and using it to grow your business. Data comes quickly and incessantly. Sometimes you should act on the data you received in the last hour and sometimes that is the most dangerous thing you can do for your business.

Data is like a loaded gun—if you don’t know what you’re doing, you can shoot yourself in the foot with it.

When our clients log in to their dashboard to see how their new Google AdWords campaign is doing, we often see a knee-jerk reaction to that day’s numbers. If today’s results say that the campaign selling pink shoes is doing 33% better than the ads selling blue shoes—the client wants to immediately stop production on blue shoes, cut the ad, and put the full ad budget into the pink shoes.

Clients tend to panic when they see data. It’s totally natural—we want to make smart business decisions and protect ourselves from losses. Data is supposed to enable us to pivot quickly, right? Yes. But we need to remember that we can’t solely rely on data when making crucial business decisions. With 30-years’ experience in the marketing and advertising world, we’ve learned to look at today’s data, but also look at the data for the week and this time last year. Not to mention taking a peek at how the shoes and all your other products are faring on social platforms, in store, and with your influencers. Looking at the big picture and the overall integrated marketing and advertising strategy is key when analyzing data.

You have to learn how to dance with data—when to fast dance, when to slow dance, when to let data lead, and when it’s the right time to take the lead yourself.

Business intelligence takes part man and part machine to integrate disparate data systems, parse the data, and gain smart, forward-thinking actionable insight to enable growth. There is a lot of nuance to integrating data with decision-making. It takes a team of experts to make it happen, but when executed properly, you’ll be happy you made the investment instead of fearing the change that new data points bring to business.

FabCom is a high-tech marketing and advertising agency that embraces high-tech data integration to provide next-level marketing business intelligence. We love to help brands integrate systems, holistically analyze numbers, and formulate true BI that creates exponential growth.

Is App Development 2.0 Tipping off with Flutter?

March 21, 2019


UPDATE: May 16th 2019

Google I/O 2019 just wrapped up last week and the results are fantastic. Google is “making good” on their promises to bring Flutter development to web and desktop native apps. It’s so interesting to read articles like this one from Forbes, and see Google be so completely on track with every intention they’ve vocalized thus far. Soon your next vehicle, thermostat, laptop, or anything with a UI will most likely be running on Fuchsia OS and filled to the brim with Flutter apps. This is quickly becoming one of the most important tools an integrated marketing agency can use to aggregate the new capabilities of tech, strategy, and creativity to develop amazing customer experiences.

One shops perspective as app development metamorphosizes across platforms and into web apps.

Flutter has been making huge waves in the development community and is one of the fastest adopted SDK’s to date.

growing flutter app development popularity

Number of StackOverflow question views

Source: Google Developers blog

As a new breed and truly integrated marketing agency, we’ve already made the transition. It’s key as a technology leader and steward to offer clients development based on this year’s current and relevant software tech. That might sound obvious but this is in contrast to over 90% of new app development projects started with five year-old tech, which is growing farther from the cutting-edge day by day. The rumors you might’ve heard already are true.

fast app development with flutter

Flutter is faster to learn, easier to learn, and faster to produce apps. Most companies are stuck in the investments they’ve made into platforms like React Native, or still haven’t migrated from working in separate teams with native languages like Swift and Java. In our experience, React Native’s bugs and glitches stemming from third party libraries and compatibility issues have been a huge frustration and time-sink, not to mention the frustration of React Native’s lack of visual uniformity between Android and iOS compared to Flutter’s pixel perfect control.

Hummingbird is another one of Google’s projects that converts Flutter apps into pure JavaScript to be used as web apps. With the completion of Hummingbird on the horizon, it can create go-to-market web apps on all platforms. Leading software development teams have been reporting a several week uptake and 2 – 3 month start to completion on full scale mobile apps. That’s insanely fast for any SDK or language to move production, let alone a new one.

With Google’s full support and plans to utilize Flutter in their Fuchsia operating system, it is hugely advantageous for an integrated marketing agency like ourselves to dive into Flutter head-first.

With Google’s full support and plans to utilize Flutter in their Fuchsia operating system, it is hugely advantageous for an integrated marketing agency like ourselves to dive into Flutter head-first.

What Is Fuchsia OS And What Does It Have to Do with Mobile Apps?

fuchsia os by google

Fuchsia is Google’s operating system in development that is supposed to be device and platform agnostic. It will support Android apps according to Google and there are internet rumors floating around that Google is developing it to replace Android and Chrome OS. And guess what its apps are developed with? That’s right, the Flutter SDK.

There are even speculations that it could be Google’s true competitor to Windows or macOS. Even stranger yet, Google has added Swift (Apple’s programming language) to the operating system for unknown reasons. The whole project is shrouded in mystery and speculation, but if Flutter offers the benefits it does, and it’s tied to such a monstrous project by someone like Google?… Yeah, we’re in.

fabcom gets in gear for flutter

Flare: Create animations once, not twice.

During app development the flow tends to go from designers putting together animations and passing the rest of the process over to the developers, but Flutter empowers designers via the Flare app. Flare is an animation app created by 2Dimensions, that puts out animated vector graphics as a .flr file-type that drop straight into Flutter.

This allows designers to create animations once, without developers needing to reproduce them with code a second time. The biggest issue with that kind of workflow is time. Time to work them into the app (if the deadline even permits the time to do so), time to make changes or adjustments, time to troubleshoot the animation code.

workflow management with flutter app development

Animations and transitions are critical in app development. They enhance the user experience and prompt user actions for conversion. Smooth animations and transitions help create that lasting first impression to safeguard your app from being uninstalled during those fickle decision times when a user wants to “clean house.”

Designers can also edit animations and graphics throughout the building process and be hands on from start to finish in the project, which helps in distributing the workflow even more for teams. The best part is: Flare is free.

Transitioning from App Development 1.0 to 2.0

Development platforms like React Native, Xamarin and Ionic have been great training grounds for object-oriented programming across mobile platforms for dual operating system “app development 1.0.” They also have a fair amount of syntax similarities and patterns as Flutter, to the point where Google even has a “crossing over guide” to help developers migrate to Flutter smoothly from another platform.

converting from react native to flutter

As a marketing agency, helping propel small business brands against big business brands, it’s the right time to switch to “app development 2.0” on a faster platform with better support and future-forward planning. With Flutter, app developers save money in production speed and open up a new suite of products to sell as a marketing agency. Did we mention that Google is developing some of their largest apps with Flutter and Dart? Using Flutter, a single code base generates your:

  • Android App
  • iOS App
  • Windows Native App
  • Mac Native App
  • Linux Native App
  • and soon your JavaScript web app.

multiple platform apps

These are the kinds of tools that allow FabCom to cut competition off at the pass and bring the best solution possible to our clients.

Current Trends in App Development Take-away

The perspective to date within this document will change. It will change with the capabilities and dependencies created by the progression of new development platforms. See Geoffrey Moore technology adoption lifecycle curve here for more on the concept. The teams within FabCom will attempt to update this blog post as the technology adoption ball moves down the court. The content is now the result of early 2019 comparison, front line trial and error testing, as well as research into whether or not Flutter is worth the commitment as a developer.

app development decisions

This kind of call is a big decision for any new app stakeholder. The critical nature and circle of influece of this descsion includes the developers, the investors and customer experience architects. [email protected]#$%&*…that was the strategic team telling me to add the customer/end-user too. Although, the final decision ultimately rests in the hands of production leadership.

choosing the right app development platform

Hopefully, this technology adoption brief (or what we like to call a scrum style white paper) will be a great starting point for asking the right questions for your stakeholders and ultimately choosing the right platform for your mobile and web app development. Knowing more about Flutter and its development applications is one thing, but it’s important that you do your own homework and leverage your own experience in matching the technology stacks in play and your targeted end-users experience. From where we stand, Flutter can easily be a positive change for you, your team, and your company’s app development future.

Blockchain Technology and Dynamic Marketing

July 30, 2018



As technological change continues to accelerate at the speed of thought, marketers race to find ways to keep up, let alone make productive use of the tidal wave of new goodies. One technology in particular is looming large on the near horizon of dynamic marketing. That technology is Blockchain. It’s in the news these days mainly because it is the foundation of the Bitcoin phenomenon. You know, that Internet-based currency you can’t put in a wallet.

Here’s a quick overview of blockchain technology:


Because data is distributed across the whole network of computers on the system, it is extremely difficult to compromise or steal the data. No single access point can get into all the data, which would make it much less vulnerable than in the traditional, centralized model of data storage. This difference in security levels is highly significant in creating enhanced customer experiences because trust is the Holy Grail and the new battleground in online marketing and brand building.

We’re not making our purchases anymore from that nice Mrs. Smith at the store on the corner. We’re sending money to faceless businesses that happen to have a website, usually without even knowing where they are located. Or making major purchases such as a used Tesla for over $100,000 without ever test driving it to see if it has scratches on it or smells like a smoker owned it.
Continue reading “Blockchain Technology and Dynamic Marketing” »

Keeping a brand ahead of the curve

June 2, 2016

Adobe pdf iconDOWNLOAD PDF

Strategic positioning and advertising that keeps a brand ahead of the curve


FabCom was hired to develop a comprehensive marketing, positioning, and branding strategy for a new outsourcing medical IT / business process management company being spun out of a $400MM company that now focuses primarily on science and engineering (S&E) and lab spaces.

This would be the genesis of an entirely new brand, including a new name. The name would have to deliver on the strategic positioning, not only effectively differentiating the client in their industry, but capitalizing on emerging trends to place them ahead of the curve, when it comes to relevance and the evolution of their arena, rather than back in the pack.

After a comprehensive 120-day process including input sessions with key client personnel to identify core issues and 360-degree drivers, and exhaustive primary and secondary research, and multiple layers of marketing business intelligence and creative consideration, the FabCom team presented its naming recommendation – a moniker using the acronym BPO – business process outsourcing.

At the time, the healthcare technology outsourcing market seemed to be going in various nomenclature directions including:

  • HIM (Healthcare Information Management)
  • HIS (Health Information Systems)
  • HIT (Healthcare Information Technology)
  • IT (Information Technology)
  • ITO (Information Technology Outsourcing)
  • ITS (Information Technology Systems)
  • KPO (Knowledge Process Outsourcing)

Continue reading “Keeping a brand ahead of the curve” »

Draw their Eyes to the Prize with Eye Tracking Technology

December 10, 2015

Adobe pdf iconDOWNLOAD PDF


FabCom’s integrated technology for eye tracking, and our deep experience in effective, compelling research, has allowed us to develop unique insights— and consistent successes—for our marketing and advertising clients. When combined with our proprietary, scientific process of NeuromarketologyTM, eye tracking studies allow us to definitively know your target audiences’ emotional connection points and relevant behaviors. This enables us to engineer web pages and other marketing communications that effectively connect brand attributes and powerfully influence desired actions in the most relevant manner for each target audience.

The empirical, heuristic results generated by eye tracking dispels bias which often skews results from research participants. Furthermore, we have found eye tracking to be more time and cost-effective when compared to other neurological research methods in evaluating websites and marketing materials.

Human vision functions in two ways. One, it transmits an image via the eye into the brain. Two, it tries to control both eyes, directing them to the most relevant location at a particular point in time. Eye tracking gives us access to both of these functions. It shows the image sent to the retina followed by the response, including the duration of response time and the path in which the eyes move from one location to another. We can also record data about blink frequency and pupil size, which indicate transitions in the cognitive load.

Continue reading “Draw their Eyes to the Prize with Eye Tracking Technology” »

Social Media Marketing: Formula for Success

November 30, 2015

Adobe pdf iconDOWNLOAD PDF



Social media marketing is an essential component of 21st century marketing and advertising, yet how it’s leveraged is critical. The keys to success are strategy serving as the roadmap, in-depth industry insight, creative content that’s highly shareable and a team of engaged professionals who intimately know how to yield the greatest power for organizations.

Power results from connections with industry influencers that help build a significant social following, amplified exposure and heightened brand recognition

Because social media channels are among the most powerful networking platforms available today, FabCom’s unique interactive strategic marketing approach dynamically integrates social media into all campaigns (where appropriate) and manages social platforms to build conversations, reciprocity and relationships with followers, friends and subscribers.

This approach is why the Phoenix marketing agency has seized the No. 2 position in social media marketing, according to The Phoenix Business Journal’s ranking of Social Media/Consulting Firms in the May 25, 2013 edition. And it’s contributed to FabCom’s industry-wide recognition as one of the 50 Most Innovative Companies in 2013 by Fast Company magazine and one of the top 10 Phoenix interactive marketing firms by the Phoenix Business Journal in 2012.

Continue reading “Social Media Marketing: Formula for Success” »

Marketing, PR Strategy Position: Maker Lab “First”

November 23, 2015

Adobe pdf iconDOWNLOAD PDF



Recently, a small, private technology University became the first in Arizona to launch a digital maker fabrication lab on campus: the Makers Fab Lab. The lab is designed to foster creativity and challenge student innovators in a 24/7 environment for those who seek to lead the new industrial revolution driven by the convergence of advancing technologies.

As the technology University was nearing readiness for opening, originally scheduled for January, their top integrated marketing and online advertising agency, FabCom, uncovered news that a major public university was partnering with a national company to also open up a makers lab in Arizona during the same period. The Phoenix based advertising agency sprang into action, immediately contacting the client and providing a windfall marketing and public relations opportunity.

Continue reading “Marketing, PR Strategy Position: Maker Lab “First”” »

The Bottom line on Lasting SEO Success

November 17, 2015

Social Media, SEO and Healthcare

December 29, 2014

Adobe pdf iconDOWNLOAD PDF
Healthcare SEO social media

Recent trends and the forecasting press are now leading us to believe that social media platforms will become the new aggregation and distribution point for personal healthcare information. This article will attempt to connect the emerging and converging points of social media, technology and personal health information.

Reference: http://ilink.me/Fool (http://www.fool.com/investing/general/2014/10/12/why-facebook-could-become-the-worlds-biggest-healt.aspx)

Continue reading “Social Media, SEO and Healthcare” »

SEO and PPC: the Cake or the Icing?

April 17, 2014

Adobe pdf iconDOWNLOAD PDF


For integrated marketing and advertising agencies and their online marketing centric clients, an online marketing strategy is the most important component of the holistic marketing approach. Yet when it comes to search engine marketing (SEM), the transitioning importance and the decision of investing resources in organic search results, or SEO, versus pay per click (PPC) advertisements, has yet to be clarified to most search engine marketing users. In order to paint a clearer picture of search engine marketing, one must think of SEM as cake. It is wise to focus the best ingredients on the batter, as this becomes the foundation of the recipe or SEM strategy. The icing is of course also a strong component, however it is merely a topping to what must become an efficient and scalable integrated marketing mix.

Continue reading “SEO and PPC: the Cake or the Icing?” »

What the hell is Big Data Anyway?

November 20, 2013

Adobe pdf iconDOWNLOAD PDF
What is Big Data


“Big data” doesn’t mean just a ton of data, but that’s certainly part of the definition. And it’s not simply referring to the large enterprises collecting massive amounts of data, although that is also a key piece of the puzzle. Adding confusion, the term is often used in the negative way, such as “Big Government” or “Big Brother,” but that’s actually more misleading than defining.

Continue reading “What the hell is Big Data Anyway?” »

Integrated Marketing Agencies

November 18, 2013

Adobe pdf iconDOWNLOAD PDF

Why hire an integrated marketing agency over a group of independent suppliers? What are the benefits and advantages? How do the two types compare? Most importantly, how does the end result differ?

The key difference is to be found within the word “integration,” which means “to make into a whole by bringing all parts together.” An integrated marketing agency brings a unified approach to the client – the full sum of its parts. Acting in concert, much like an orchestra, it harnesses a diverse wealth of interconnected resources, knowledge, technology and practices to deliver a seamless marketing and communications experience.

Continue reading “Integrated Marketing Agencies” »

Sales Optimization

October 18, 2012

Adobe pdf iconDOWNLOAD PDF


Utilizing an automated dynamic marketing and advertising methodology, top Phoenix advertising agency FabCom has been able to streamline the Southwest’s leading delivery and logistics company’s marketing and sales process by integrating all of the company’s marketing and sales leads from their multiple sales and marketing channels. This was accomplished by developing customized sales and marketing processes into a real-time connection engine using the backbone of a commonly used CRM. This case study details their new ability to nurture leads with a series of automated dynamic marketing lead progressions and customer nurturing programs. In addition, it provides insight into a multitude of bestpractice methods for sales teams to utilize to increase lead-to-account conversion rates and nurture converted accounts with a variety of dynamic segment-specific and trigger-specific drip marketing campaigns.

Continue reading “Sales Optimization” »

Marketing & Advertising Budgets

May 23, 2012


The Average Marketing and Advertising Budget

Marketing Requirements From Company To Company Are Anything But Average.
If you were told the average temperature in the world today is 64.5 degrees Fahrenheit, would you know whether to wear shorts or a jacket when you go outside tomorrow in your own town or state? Of course not. The “average” temperature information in the world today has nothing to do with YOUR conditions or environment. When we extend this truism to our business environments we as marketers must ask the question: why do so many in the advertising and marketing industry try to benchmark the average marketing expenditure of the industry to determine the parameters to set their company’s marketing and advertising budgets?

Continue reading “Marketing & Advertising Budgets” »

Secrets of Advertising Agencies

May 23, 2012

Adobe pdf iconDOWNLOAD PDF

The Best Kept Secret of (Most) Ad Agencies — Revealed

When researching integrated marketing and advertising agencies, the goal is selecting the one agency that will help take your company to the next level with marketing innovation, optimal efficiency and right-sized recommendations.

Billing Practices and Costs are Different from One Advertising Agency to Another.
At FabCom, we partner with clients long term and establish relationships built on trust, transparency and results. So, what does this have to do with costs and billing practices? Everything! At FabCom, our cost structure involves upfront strategic planning that delivers an overall savings on the implementation of the strategy (Table 1, reverse side).

Continue reading “Secrets of Advertising Agencies” »

High-Impact Dialogue Marketing

May 23, 2012

Automated Dynamic Personalized Marketing

May 23, 2012

Marketing ROI Metrics

May 22, 2012


Real-Time Marketing Performance Metrics


“I think I’m wasting half the money I spend on advertising. But I don’t know which half.” -John Wanamaker, Department Store Pioneer It’s my all-time favorite marketing quote. We laugh at it, but it’s actually worse than it seems—much worse. We smile smugly when a baseball player is applauded for being a. 300 hitter—successful one-third of the time. But in our business, we are regularly willing to accept 2%as a measure of success. While it’s possible for a well-planned promotion to make money on a 2% response, clearly it’s inefficiency with a huge cost. Even with a successful 2% return promotion, you have wasted 98% of your resources.

Continue reading “Marketing ROI Metrics” »

One to One Marketing

May 22, 2012

Automated Marketing

May 22, 2012


Automated Dialogical Marketing – Micro Conversations


There are a number of elements that are key to successful marketing in today’s rapidly changing,dynamic,multimedia,multiplatform,fragmented audience world:brand and positioning,Neuromarketology™,comprehensive market research,objective,strategic thinking,technology and a leading-edge methodology to harness the strategy and technology.

Continue reading “Automated Marketing” »

Brand Mapping

May 22, 2012


Mapping Your Way to the Marketplace



No matter the technology or methodology, an intelligent marketing strategy, based on comprehensive research, is the single most important key to successful, high ROI marketing and advertising. That’s why I’ve always been surprised at the amount of marketing that gets done with little or no thought given to first developing a clearly articulated guiding strategy. In my experience, this is the main reason those with marketing responsibilities have been disappointed in the results achieved by marketing initiatives. Nine out of ten unsuccessful campaigns could have been successful if the strategy had been on target in the first place.

Continue reading “Brand Mapping” »

Audience Segmentation

May 22, 2012

Personalized Marketing

May 22, 2012


Brain Branded – The Biology of One to One Marketing


In my youth, one of the intern jobs I took to break into the business was working on the Pepsi Challenge, the well-known taste-test marketing campaign that Pepsi started in 1975 and is still used to this day. I was the guy sitting in the supermarket offering customers two tiny paper cups, each exactly half-filled with either Pepsi or Coke, and asking, after they tasted the blind samples, “Which did you like better?”

Continue reading “Personalized Marketing” »

Positioning Revisited

May 21, 2012

Marketing Convergence

May 21, 2012


May 21, 2012


Neuromarketology in Action – A Holistic Strategy


Marketers have been talking about neuroscience and neuromarketing quite a bit the past few years. Yet, launching a neuromarketing campaign is still intimidating for most marketers. It needn’t be. Provided you have a team of neuromarketing experts in place, and the technology infrastructure to handle it (or you’re working with a partner agency that has the expertise and technology), it is relatively straightforward to launch, monitor and maintain even the most complex neuromarketing campaigns.

Continue reading “Neuromarketing” »

Dynamic Segmentation

May 21, 2012

Dynamic Advertising

May 21, 2012


Ending the Sacrifice of the Many for the One


We’ve all been at the table for those endless brandin and positioning meetings, the ones that seem to lead everywhere and nowhere simultaneously. You know how they play out. Everyone has a different take on what the brand offers and to whom. The marketing director sees it one way and the vice president of sales sees it another. The boss has his own perspective and pretty soon, even legal and your CFO have an opinion, which is always challenging when it comes to marketing.

Continue reading “Dynamic Advertising” »

© - Brainfood | Marketing White Papers & Advertising Case Studies | Phoenix Los Angeles 7819 E. Greenway Rd., Scottsdale, Arizona 85260 | 480.478.8500