Why managers should create a centralised workflow to harness the power of remarketing data

(Redactor's note : This is a lighter version of the original post with highlights for quick reading)

The need for ‘top down’ data management within the music industry is now at its highest. Artists with careers that span several campaigns may see numerous members of their collective team (press officers, labels, distributors etc.) come and go but managers (and artists) should be doing more to hold on to the intellectual data that defines their audience and in turn helps shape their careers.

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For example, understanding who visited the website during the last album cycle but has not returned on this campaign, who downloaded a free track but hasn’t opened a newsletter, who has listened to new music on YouTube but not yet performed the same action on the band’s previous album, and so on. This micro-management of data also allows artists to speak more directly to their fans and helps nurture a relationship rather than turning it into a one-time transaction. ...

Typically, the management of remarketing data has been organised in a linear workflow as outlined in the diagram below.

Current workflow employed by the industry:

However, if a manager was to create his or her own centralized remarketing workflow, it would open up a wealth of ongoing opportunities that would have otherwise not have existed.

Centralised remarketing workflow:

So how can managers with limited digital advertising experience set up their own centralised workflow and start to control their remarketing data?

A starting point would be to create pixel containers (Google Tag Manager, Segment etc.), digital advertising accounts (Facebook, Google AdWords, Twitter etc.) and a short link creation account that will allow them to insert pixels (Linkfire, Found.ee, SmartURL, and Geniuslink to name only a few). Facebook offers the ability for advertisers to share Audiences with other ad accounts and businesses. In the above example, Audiences could be shared to achieve different goals, i.e. the agent promoting the show, the label promoting the album.

In most cases, managers do not run digital advertising campaigns and they should not get overwhelmed if this is the case. The need for a digital advertising account is merely to access a pixel (code) so that data can start to be gathered. Only once a manager is comfortable with the process of gathering information should they explore the possibilities of segmenting this data and beginning to build targeting pools.

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Start now or get left behind!

full post on Midem

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