Gathering your data accurately from all of your marketing channels and making strategic sense of it is the objective of data driven marketing. This ultimately maximizes your marketing dollars and provides real time reporting of customer behavior and interaction with your brand.

In order to acquire the most accurate data sets, integration between business systems and web platforms is essential. This provides rich data sets and deep insights into customer behavior, demographics, attribution, affinity, and in-market segmentation. This is accomplished by connecting systems so they communicate and share clean data, and is also done to ensure your website can support a digital marketing campaign. Below is a list of our in-house Data Integration services.

Cyrid Media Integration Services 

Our platform uses pixel tags and universal javascript tags to collect data, and these tags must fire correctly in order to collect data. In most cases, rules-based tag firing triggers are created using Google Tag Manager so that tags fire, collect, and report the data they are supposed to. Sometimes the triggers require customized programming, especially if your website is custom developed or when Google Tag Manager cannot be used. We can either implement the tag architecture ourselves, or talk your web developers through the process. Conversion pixels usually require the most attention because additional data can be captured and passed when the pixel fires, and require the most accurate rule conditions for firing.

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Google Integration Services 

Google Analytics and Google Ads (formerly Google AdWords) must be properly setup to collect behavioral and demographic modeling data and to receive data flow from Webmaster Tools/SearchConsole, Tag Manager, and Merchant Center. Properly linking Google Analytics to Google Ads allows Google to build audience models for remarketing, prospecting lookalike visitors for search and display push media, and provides rich data sets in a more cohesive dashboard for reporting and analysis, rather than compiling data from multiple sources.

Much of SEO/SEM/Display is performed using technology. While the Search Ads and Display banner ads are everything the searcher ever sees, it accounts for a smaller percentage of the work involved in setting up a well performing SEO/SEM/Display campaign that provides real, actionable intelligence.

Google Ads MCC Accounts require special consideration and integrations. Each sub account should be setup for use with only one web property so it binds to a single web property in Analytics, Tag Manager, Webmaster Tools, and Merchant Center. It is not advisable to run campaigns for multiple web properties within a single Google Ads account.

We can assist with these standard integrations.

• Implement Google Tag Manager – requires webserver FTP access and/or website CMS.

• Create Google Analytics Tracker objects in Google Tag Manager.

• Create Google Ads Remarketing and Conversion Tags.

• Setup Google Ads Conversions in Google Tag Manager.

• Implement Google Webmaster Tools – requires webserver FTP access and/or website CMS.

• Integrate Webmaster Search Console to Google Analytics and/or Google Ads.

• Implement Google Merchant Center – Feed ecommerce product data via direct API request methods or from data feeds. For online retailers, Google Ads Dynamic Ads can pull data directly from Google Merchant Center for remarketing back to non-converters with the very products and product categories they viewed on the website.

• DNI – Dynamic Number Insertion – provision a Google Ads or 3rd party 1-800 # to capture attribution data and/or conversion metrics to plug the hole in the marketing data for the phone call channel. Dynamic Number Insertion can also dynamically change the displayed phone number on your website for inbound sales call tracking to identify the campaign that drove the call. This conversion data can flow back into Google Analytics and Google Ads.

• Setup dataLayer object capture for granular remarketing and/or Return On Ad Spend (ROAS) or Return On Investment (ROI) analysis. Depending on the technology stack, a dedicated skill set is required or outsourced to perform the custom native application programming. This would be a development environment such as .NET or the LAMP stack.

• Clean data sets are imperative for proper behavioral analysis. Filtering rules exclude junk traffic that skews your metrics. Many people are unaware that a significant number of “visits” to your website that skew your metrics are “ghost” visits. A new form of guerilla marketing used by less than ethical marketers can pollute your metrics with their solicitation attempts. These ghosts hit Google’s API to send visitor traffic to your Google Analytics ID, and inject your metrics with false visits without ever having visited your site.

• More complex integration scenarios will be handled on a case by case basis. Complex integration scenarios could include back office integration with your organizations ERP system such as Oracle, SAP, Microsoft, Cisco, or IBM, or other marketing automation tools.

Website Development and Marketing Integration Services 

For small to medium sized customers, sometimes a website may or may not be robust enough to perform some of the business functions that use dynamic functionality such as ecommerce, or use modern marketing methodologies such as remarketing. We can consult with you regarding your website position. If you need a website developed or an existing website redeveloped, we can provide you with strategic direction.

For enterprise customers that deploy many media vehicles across multiple marketing channels, coordination and integration into your ERP system is essential to getting the most out of your marketing efforts and fully understanding your business intelligence. Be aware that digital marketing should not operate in a silo, but rather be integrated and supportive of other marketing initiatives. For these scenarios, it is important to make sure the marketing and IT staff are aware of any strategic objectives prior to any work performed to coordinate media buys across channels and networks to assure campaign performance data flows properly throughout your organization.

Please be aware, Cyrid Media is not a web development, software programming, or web hosting company. There is so much grey area in regards to how a website can be built, upon what platform, programming languages, and technology stack, so you as the customer must be able to support your own IT infrastructure and website development efforts. If you cannot, then we can provide referrals for website development and perform integrations on a project proposal basis. Sometimes we can perform the work, other times a supporting staff is required with larger organizations for any number of reasons such as network security, PCI compliance, programming language and ERP system expertise, etc.

SAQ – Self Assessment Questionnaire

Cyrid Media must conduct a technology audit in order to assess the framework in which digital marketing strategies can be implemented. Certain platforms require specific skill sets, and often times server level access and website level access is restricted due to PCI compliance or other security protocols. It is important to understand this upfront in order to bill accordingly for the time and labor to perform integrations. The more information you provide here will make the process faster and smoother.

Frequently Asked Questions

A “Digital Audit” is an analysis of all the digital assets or web properties a client has deployed in the digital marketspace. Before we get started with a new client, we recommend performing a comprehensive Digital Audit of all the client’s Digital assets. We want to know not only what digital channels are in play, but perhaps more importantly, how are these digital channels interconnected.

Frequently, we see a client’s digital strategy become way too “siloed”, where several digital ad channels are being used, but none of them share data. As a consequence, very little causal attribution is achieved at the end of the campaign and inefficiencies persist.

Executing a digital Audit upfront allows us to understand where these disconnects occur and then fix them before they become a problem in future campaigns

Google Analytics and Ads must be properly setup to collect behavioral and demographic modeling data and to receive data flow from Webmaster Tools, Tag Manager, MyBusiness, YouTube, and Merchant Center. This allows Google to build audience models for remarketing, prospecting lookalike visitors for search and display push media, and provides rich data sets in a more cohesive dashboard for reporting and analysis, rather than compiling data from multiple sources.

Much of SEO/SEM/Programmatic Display is performed using technology. While the search ads and display banners are everything the searcher ever sees, it accounts for a smaller percentage of the work involved in setting up a well performing SEO/SEM/Display campaign that provides real, actionable intelligence.

We can assist with these standard integrations.

Implement Google Tag Manager – requires FTP access to server and/or website CMS.

Create Analytics Tracker & Conversion tags in Tag Manager.

Create Ads Remarketing and Conversion Tags.

Setup Ads Conversions in Tag Manager.

Implement Google Webmaster Tools – requires FTP access to server and/or website CMS.

Link Webmaster Tools Search Console to Analytics and Ads.

Implement Google Merchant Center – Feed ecommerce product data via direct API request methods or from csv data feeds. For online retailers, Dynamic Ads can pull data directly from Google Merchant Center for remarketing back to non-converters with the very products and product categories they viewed on the website.

DNI – Dynamic Number Insertion – provision a Google or 3rd party 1-800 # to capture attribution layer data and/or conversion metrics to plug the hole in the marketing data for the phone call channel. This can also dynamically change the displayed phone number on your website for inbound sales call tracking to identify the campaign that drove the call. And this conversion data can flow back into Google Analytics and Ads.

Setup dataLayer object capture for granular remarketing. Depending on the technology stack, a particular skill set is required or outsourced to perform the custom native application programming. This would be a development environment such as Visual Studio .NET or the LAMP stack.

Clean data sets are imperative for proper behavioral analysis. Filtering rules exclude junk traffic that skews your metrics. Many people are unaware that a significant number of “visits” to your website that skew your metrics are “ghost” visits. A new form of guerilla marketing used by less than ethical marketers, because it pollutes your metrics with their solicitation attempts. These ghosts hit Google’s API to send visitor traffic to your Analytics ID, and inject your metrics with false visits without ever having visited your site.

More complex integration scenarios such as back office integration with your organizations ERP system such as Oracle, SAP, Microsoft, Cisco, or IBM can be discussed, and will be handled on a case by case basis.

Our reporting portal and protocol is second to none. All of our clients receive a secure login where they can see multiple consolidated reports and metrics. These reports are updated automatically daily. We also create custom reports for even deeper insights and visualizations for clients who request it.

We track/collect all of the marketing touchpoints to which a user was exposed to during a digital campaign in an effort to create an engagement path – a chronological history of all the marketing impressions a potential customer has seen. For example, an online user is served a car dealer display ad, doesn’t click on the ad, but later arrives at the same car dealer site from an organic search, visits in-store and then purchases a vehicle. In this particular example, the display ad sparked an organic search which then led to a conversion.

Over time, we collect, store, collate, analysis and report on thousands of these consumer conversion paths for our customers. From this dynamic compilation, we observe trends that help us optimize future campaigns. The end result for our client is a more targeted and effective ad campaign.