What is a proactive Notification Management System and why your Digital Marketing Platform needs it
Allow me to introduce you to Nick. Nick works as a Campaign Manager for an E-commerce giant. In his free time, he enjoys tap dancing. He has had a successful career so far and is recently made responsible for running the company's remarketing efforts in a new geography. In the absence of information about geography specific parameters that would fetch him desired results, Nick, smart guy that he is, uses lessons from the existing market.
He decides to create a campaign for the new geography with similar characteristics as the existing market. He sets the campaigns multiple targeting parameters using the same parameters that have yielded wildly successful results in the past. One such campaign parameter was to target only Android users. In the past, Android users have helped Nick achieve greater reach and positive margins. In any case, it is a tedious and time-consuming task for Nick to go through each parameter to analyze and customize any new campaign. Given that Nick also runs 30 other campaigns for his firm, micro-level customization is not sustainable.
The long weekend has kicked-in and Nick is out tap dancing. He returns the next week and upon analyzing the campaign performance, realizes that it has not scaled at all. On further analysis, he realizes that higher than 80% bid requests for the new campaign came for iOS users and all got filtered out since the campaign was not designed to allow for it. This is a disappointment as the campaign has not been effective and Nick lost crucial time before realizing it.
Welcome to the world of Digital Marketing, a complex beast wherein multitudes of variables play to decide the RIGHT thing to show to the RIGHT user at the RIGHT time. As Nick just found out, the interaction of these variables cannot be controlled manually. If only, there was a mechanism in place in his digital marketing platform which could have warned him about the impending issue!
So how do we address such issues? Keeping user delight in mind, modern day platforms give a lot of emphasis on the Static aspect of a product. A good UI, impressive graphics, seamless user flow etc. are key components of any successful platform.
But is that enough? What about the Dynamic aspect of a product. What about the part when something goes wrong and you have to intimate the user about it? Many products miss the fact that the job doesn't end with merely providing a good static User Flow. The key is to enhance User Experience even when the user is not directly engaging with the product. That's what differentiates a good User Interface from a great User Experience! Here, at RevX, we always focus on enhancing User Experience and not just User Interface.
Nick loved the easy user flow of his Digital Marketing Platform to create campaigns, upload creatives, and choose a bid price, to effectively reach his target audiences. He enjoyed a seamless experience while dealing with the static aspect of the platform. However, when the campaign did not scale, he had a torrid time in identifying the root cause and addressing it. Would he still remember the positive experience or will negativity bias kick in, causing his experience to take a plunge?
Nick's disappointment could have been avoided if his Digital marketing platform had a Dynamic aspect as well “ an element that works even when the user does not directly engage with the platform. An advanced notification management system goes a long way in enhancing that crucial and often missing Dynamic aspect of a product.
So how does it work? The notification system works on the DDR principle- Detect, Diagnose and Resolve. It works in the background, assessing various campaigns and scouting for undesirable outcomes to resolve them without loss of time.
Detect: A notification system uses internal logic and historical trends to identify a deviation. It raises an alert if a significant deviation is observed. An advanced system is capable of detecting patterns and forecasting an undesirable event.
Diagnose: Cause assessment is the key to deciding next steps and issue resolution. For example, the outcome of decrease in number of Ad Impressions can be attributed to various factors such as - decrease in the number of bid requests, reduction in bid price, reduction in target audiences etc. An intelligent notification system would analyze all possible parameters and identify the Probable Cause to decide on way forward to resolve the issue.
Resolve: The system implements actions to resolve the probable cause identified in the Diagnose stage. Additionally, it sends notifications to the campaign manager on steps performed and other recommended actions.