Marketing in today’s world can often feel like walking in the fog (for Bay Area marketers, this could be literal, too).
Marketers are bombarded with metrics, sources and partners. They're often overwhelmed when it comes to making critical decisions.
What they really need is an easy-to-access way to differentiate the good from the bad from the ugly. In other words, a way to get the best visibility and quality for their campaigns and wade through the mess of options to develop an effective strategy.
Signals, Noise and All That
Origami Logic claims it can do just this with its newly released Marketing Signals Framework.
Origami Logic, for those who aren’t familiar, is a marketing platform that pulls marketing insights and information together to help make the data more accessible to marketers. Founded by veterans of Juniper Networks, Google and Yahoo, the Menlo Park, Calif.-based company boasts that it provides "game-changing solutions for marketers that are beautiful, easy to use, instantly valuable, and re-define the way they measure, analyze, and optimize their marketing efforts."
Obviously, not every marketer is a client of Origami Logic. But now that Origami has released the Marketing Signals Framework, everyone can get a free peek into the “marketing signals,” which Origami defines as, “the gap between raw data and insights.”
Opher Kahane, the CEO and one of the three co-founders of Origami Logic, told CMSWire that Origami Logic was founded to address a by-product of digital transformation. There has been an “explosive growth in digital marketing,” he said, leaving marketers struggling to interact with “many many thousands digital accounts and channels.”
“It’s essentially become unwieldy and impossible for them to really figure out what’s going on, even to answer very simple questions: how is our marketing doing today? How are my campaigns doing today? What has happened today?” he continued.
Reduce the Effort
Origami Logic claims it eliminates the need to manually gather of data, a time intensive and potentially inconclusive effort. As Kahane put it, “All this data collected over massive amounts of lists gets collected automatically.”
Origami makes this data accessible to marketers without any technological background.
One of Origami’s clients is Visa, which ran a sponsorship campaign for the Fifa World Cup in 2014. It activated the campaign in more than 50 countries and on more than 900 channels.
Origami made the data from these campaigns more precise so that Visa was better able to move the money around for maximum profitability, Kahane said.
But what about the signals themselves: How do marketers discover which metrics are most relevant to their objectives and channels?
What's This Framework?
This is where the Marketing Signals Framework comes in, he said.
Kahane described it as “a way for marketers to think through and understand what it is they should actually be looking for.”
Origami defines the signals that marketers get from the marketing community as “actions” that consumers are taking — clicks, shares, views, etc.
Marketing Signals Framework helps marketers to determine which metrics and actions to which they should be paying attention.
To give a visualization of the Marketing Signals Framework, Origami produced a Periodic Table of Marketing Signals. At first glance, it looks just like the periodic table that may give some of us chills as we remember our high school sophomore chemistry class.
But there won’t be any pop quizzes. In fact, Kahane refers to this framework as a “cheat sheet.” (If only actual chemistry class had allowed a cheat sheet!)
Looking for Relevancy
On the Periodic Table, each “element” is a metric that relates to marketing objectives. They are color coded accordingly.
For example, “click”, “reply” and “connect” are all signals that fall within the objective of “Engagement.” Meanwhile, “storyteller,” “share” and “reshare” are signals that relate directly to “Advocacy.”
Once the objective is determined, it is easier to figure out which metrics are relevant, he said.
Objective is not the only factor to help narrow down which signals matter. They are also organized by “Channel” and “Signal Type” for more specificity.
Because not all marketers have the technical abilities to wade through raw data, Kahane said the Marketing Signals Framework was designed to be useful even in the absence of deep statistical or data science knowledge.
When it comes to marketing, identifying an objective will help the most in determining the right strategy, he noted. And to determine the right strategy, the most relevant metrics must be uncovered.
He claims Origami Logic’s Marketing Signals Framework will identify those relevant metrics and improve marketing campaigns.
Title image by scjody.