UPDATED: Global Analysis: Using CPMs as a Leading Indicator of Economic Recovery

Can CPMs be used as a leading indicator of economic recovery?  Tiger Pistol’s Paul Elliott, CEO, and Chris Mayer, Solutions Engineer, put this question to the test. Check out their global analysis of the weekly growth of active COVID-19 cases in six countries and how they correlate with the average Facebook and Instagram CPMs during the same time, based on a cross-industry sampling of 4 billion ad impressions.

What they found was a formula that brings a level of certainty to these uncertain times.

Paul Elliott is the Chief Executive Officer of Tiger Pistol. He is a recognized thought leader in integrated marketing and customer engagement, with more than 20 years of experience helping global brands and their local outlets achieve significant results and return on marketing investments. Elliott was a recipient of Ad Age’s 40 under 40 and the Smart Business Smart 50 honor.  

Chris Mayer, a Solutions Engineer at Tiger Pistol, specializes in helping digital agencies, SMB resellers, and global brands build scaled Facebook advertising solutions with an emphasis on local activation.

Webinar: Quality Over Quantity – The Changing Face of 2020 Marketing

As a marketing leader, you’ve probably been pummeled with the phrase “quality over quantity.”  The days of spray and pray are over, but that doesn’t mean you can’t be strategic at scale. 

Tiger Pistol is partnering with the Incite Group to bring you the live webinar Quality Over Quantity – The Changing Face of 2020 Marketing. Tiger Pistol’s Talia Wachtel, VP of Client Management, will discuss: 

  • How localization drives social ad relevancy, increasing desired outcomes and decreasing cost of advertising
  • How a global-to-local approach can bridge the gap between national advertising and local activation
  • How creating a symbiotic data-sharing relationship between a brand and its local partners can better activate the power of local campaigns and drive big goals at the national level

Talia will be joined by 

  • Tim Rickards, Marketing Director, Acquisition & Engagement, Charles Schwab
  • Heidi Gracie, Executive Director, Strategic Marketing and Communications, Arizona State University
  • Nicholas Zeisler, Principal, Zeisler Consulting
Quality Over Quantity – The Changing Face of 2020 Marketing
Wed, Apr 1, 2020
9:15 AM – 10:00 AM PST

Register now and you’ll receive a link to join live. Alternatively, registrants will receive the recordings, so you can watch in your own time. 

Using Your Corporate Data to Benefit Local Partners (and Vice-Versa!)

The first rule we learn in kindergarten is “Share Everything.” Yet while brands that rely upon a multi-location network of local partners, ie. retail locations, franchisees, or sales reps, understand that big data is key to a National-to-Local strategy, they seem to be unable to find a method to adequately share their knowledge with their local partners. As a seasoned data analyst who’s worked with some of the largest brands, I am all too familiar with the disparities Big Data can create. Sharing Big Data insights can be rife with difficulties for both the national brand and local partners, and security issues loom large. I will explain how you can create a secure symbiotic relationship – sharing and sharing alike – with your local partners to better activate the power of local campaigns and drive big goals on the national level.

Sharing is Caring

Brands have a myriad of sources from which they collect data but keeping that data to themselves to supplement and drive insights to improve only the targeting of their national brand campaigns boxes out the opportunity at the local level. This corporate data hogging leaves local partners struggling to find their own insights within the data generated through their local campaigns/website. Inversely, those insights owned by the local partner could help inform corporate-level strategic planning.

For context: Historically, local partners ran their own campaigns and would send their traffic to the national partner’s website. The global partner “kept” the web traffic data generated by the local partners and used it to build a global view of their business. The local partner had access to only the Facebook data generated by their campaigns, but it gave them a good idea of who was interested in their products at a local level.

In this walled “what’s mine is mine” data divergence, the local partner is blind to the webpages their customers were visiting and the products they were buying from the global partner’s website, and the global partner did not understand the local behavior that brought customers to the website. This results in a web of missed opportunities and a hidden goldmine of optimization strategies. Before we start pointing fingers, let’s acknowledge the operational and technical complexities of sharing data across technologies.

  1. Data Privacy: There’s a LOT of attention on data privacy right now. Making data sharing easy and secure is difficult. So how do you allow for better activation of local partners without unnecessary risk to the corporate partner? Psst. I have a secret. It can be done. Keep reading.
  2. Giving Only Part of the Puzzle: Certainly, local benchmarks or recommendations are passed down by larger companies to assist their local partners, but this is rarely effective for the local partners. It doesn’t solve the problem that the parent partner has more information than the local partners and that local insights are easy to miss in this sort of arrangement.

This leaves us with the crux of the problem — the corporate partner has all the data and can’t really share local insights to help local partners, leaving local partners to build their own strategy to meet corporate expectations.

Share and Share Alike 

Big Data, when leveraged correctly, can eliminate local partners starting from Ground Zero insight. It can leverage global views and local views, and as local advertisers learn more about their areas, Big Data can help feed the global view with richer market intelligence.

Facebook has made great strides in building out a platform that gathers this data and allows both global and local Facebook advertisers to take advantage of it. Most global companies have a Facebook Pixel installed on their website. This little piece of code works a lot like the Google Analytics code; it pays attention to what visitors do on your website and where they come from. But the Facebook Pixel doesn’t stop there. It allows Facebook Campaigns to use that data to accurately optimize both local and global partners’ campaigns quickly in a virtuous, symbiotic data cycle.

Local partners can instantly obtain data that bolster their campaigns through more effective targeting via first-party data sets. Add to that the knowledge local partners have, and they can hit the ground running with campaigns. The more traffic local partners generate, the more data is shared with the global partner, allowing national partners to gain a more holistic view of their business. Big Data can allow companies to grow from a “keep away” mentality to a symbiotic relationship that empowers better business on a local and global level.

Symbiosis Made Simple (and Secure!) 

Tiger Pistol purpose-built this symbiotic relationship into our technology, allowing us to securely access a global partner’s Facebook Pixel data and leverage it for local partner campaigns. With the ability to share this data securely, not only do you fill up national partner’s data banks with more granular, better data on a local level, you’re also giving better insights to local people because they now can target people they may have missed just building from scratch.

Now suddenly it’s less of a struggle with the local partner feeling like they have to meet, in their eyes, unsubstantiated benchmarks, guide-marks, or goals. Now they’re contributing to the overall plan, making it easier to set more realistic goals, while also expanding their own local insights to grow themselves.

For the global partner, this security also allows them to offer their network exclusive access to first-party data they wouldn’t otherwise have. This is an invaluable value proposition for franchise and services groups that rely on opt-ins from their sales network of locations or agents.

Through Tiger Pistol, global brands can quickly share data and distribute thousands of local campaigns, making a robust, data-driven, global-to-local social program possible with ease and efficiency.

See what symbiotic data looks like in practice. Read the case study. 
Want to reap the rich data benefits of Tiger Pistol’s global-to-local social advertising approach? Request a demo today! 
Tiger Pistol Furthers Investments, Outlines Goals for Data and Analytics

Tiger Pistol Furthers Investments, Outlines Goals for Data and Analytics

Focus on Surfacing Unique Customer Insights and Building New Features Around Data Science Backed Recommendations

To align with its efforts to better collect, present, and utilize data to show the real value of social advertising, Tiger Pistol, the only social advertising platform that delivers local activation at global scale, recently announced a series of data engineering hires to accelerate the continued evolution of the company’s data and analytics capabilities.

“As the advertising technology landscape becomes more competitive, the ability to integrate and better leverage data will become a key differentiator,” said Paul Elliott, CEO, Tiger Pistol. “More than 90% of all purchases are still made offline, yet most advertisers remain largely blind to the connectivity between their advertising and these offline transactions. Sure, data exists for phone calls, leads, and online traffic, but there remains a large void when it comes to tying digital advertising to the actual sale. The team at Tiger Pistol is working to solve that very problem by connecting social advertising through the Tiger Pistol platform to real world engagement.”

Leading Tiger Pistol’s Data and Analytics team is recently hired Senior Data Engineer Matt Liszewski. Liszewski comes to Tiger Pistol from Companion Labs, where he led efforts to analyze, optimize, and automate Facebook ad spend. Liszewski has 15-plus years’ experience architecting high performance APIs and data intensive applications with both distributed and local teams. He’s been involved in full software development life cycles including requirements gathering, design, development, testing, and support.

“Matt has spent the majority of his career tackling difficult business challenges through the application of technology, so he was the perfect fit to lead our Data Engineering team. In our quest to deliver more value and advanced capability to our clients, we have some tough industry challenges to solve, and I am confident that Matt will lead us there,” said Elliott. “We’re excited about adding Matt to the Tiger Pistol team and can’t wait to see the opportunities Matt’s efforts will unlock.”

Additionally, Darshan Pradhan was recently hired to work with Liszewski as a Senior Application Engineer. He comes with 15 years’ experience developing and architecting software systems at digital and social advertising companies focused on leveraging data and analytics to provide optimized results to marketers. He has previously worked with Liszewski at Knotice/IgnitionOne, where he helped develop a digital marketing and data management platform focused on utilizing first- and third-party data to deliver personalized dynamic content via email, SMS, and display, and at Companion Labs, where he helped maintain and enhance the Facebook Ads data intake process, as well as led the development on the Google Ads data intake.

“Darshan will be focused on helping establish data intake patterns for integrating third-party data sets into Tiger Pistol’s data and analytics feature,” said Liszewski. “He’ll be working closely with the Product Development team to integrate existing applications with the new analytics feature, introducing a new Reporting and Analytics API, and working on the integration of new third-party data sets.

The team will evolve Tiger Pistol’s data and analytics capabilities to fully unlock the potential of existing Facebook insights data, as well as allow for the easy integration of third-party data sets.

“By enhancing our data and analytics foundation, Tiger Pistol is now able to provide unique insights to its customers as well as introduce new features around data-science backed recommendations,” said Elliott. “This foundation will also allow the Tiger Pistol team to demonstrate clear value to current and prospective customers.”

To learn more about how Tiger Pistol, the world’s #1 social advertising automation platform for local, unlocks local activation at global scale for brands, resellers, and agencies contact us today.