Latest / Arts Unscripted with Monica Holt / CI to Eye | Your 2024 Digital Priorities: Part Two

Transcript

CI to Eye | Your 2024 Digital Priorities: Part Two · Arts Unscripted with Monica Holt

0:09
Hi everyone and welcome back to our CI to Eye digital priorities
0:13
extravaganza. In our last episode,
0:17
we outlined the first two areas that will drive success for arts organizations
0:21
in 2024.
0:22
Today we're rounding out that list with three more priorities from the CI team.
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By the time you hang up your headphones,
0:29
you'll be ready to maximize your organization's reach and deepen relationships
0:33
with audiences. And remember,
0:35
if you want to learn more about any of the topics covered on the pod,
0:38
check out our website for blog posts and livestream conversations that dive
0:42
deeper into each topic. Alright,
0:45
onto part two of our digital priorities series. Let's dive in, shall we?
0:54
We'll start with Senior Consultant Alison Goldberg to talk about giving email
0:58
the weight it deserves. Alison, thanks for being here.
1:02
Hi Dan. Glad to be here.
1:04
So why does email need our attention?
1:06
What makes this a top priority for arts organizations?
1:10
So email is a great way that we're able to talk to our audiences
1:15
sort of where they are-people who bought into our organization
1:19
already-and I think of it as an owned channel.
1:22
We really own those email lists.
1:24
Those people have given us their data as opposed to social media where
1:29
we're more at the whims of the algorithm or whether or not we've paid for
1:34
advertising.
1:35
There's no guarantee that we're going to show up in someone's feed,
1:39
whereas in email,
1:41
sure you're competing against the other emails they're getting,
1:44
but you're getting in that inbox and if they've opted in and they've signed
1:49
up, hopefully they want to be hearing from us.
1:52
There's also really great opportunity when it comes to email.
1:56
An email industry leader Litmus has found that there's a
2:01
potential for $36 return on every $1 spent
2:05
on email, and we don't spend a whole lot of money on email.
2:09
So that is a really incredible opportunity for return.
2:14
And I think in our organizations,
2:16
email tends to be a catchall for communications,
2:19
so we're not necessarily being as strategic as we can be to take advantage of
2:23
that potential for return since we're often getting wrenches thrown in our email
2:28
strategies and not necessarily catering to our audiences.
2:33
Yeah, absolutely.
2:33
I think a lot of the time various departments all throw you an email
2:38
to send out, right? Like, oh,
2:40
please send out our education email that we have next
2:45
week that's going to drop.
2:46
Whereas we know as marketers how valuable these email lists are and we
2:51
know how useful they can be if used correctly.
2:54
So I think it's really important to talk about it strategically.
2:57
And it's not that you can't be sending out those emails.
3:00
Of course, yeah.
3:02
Just thinking about how we can do it in a way the people who want to receive
3:05
them are actually getting them.
3:07
Maybe we can group things in ways that are more interesting and more enticing to
3:10
people. It's just sort of,
3:13
I know it's a last minute grab and let's throw this in the next email that's
3:17
going out, even if it's not necessarily related.
3:19
Yeah, don't give a legacy giving email to someone who's seen one of your shows.
3:24
Yes, please. No more of that.
3:27
We've talked on the podcast before about privacy regulations and how important
3:31
it is to build trust with audiences by honoring their communication preferences.
3:36
What are the latest best practices for getting people on your email list?
3:41
First, when it comes to privacy and email,
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I think it's important to talk about explicit consent versus implicit consent.
3:49
So places like the EU, the UK,
3:51
and Canada require explicit consent.
3:55
So even if someone's buying a ticket and putting in their email address,
3:59
they have to check a box explicitly opting in to getting
4:04
marketing emails from your organization.
4:06
In the US we are more used to implicit consent.
4:10
So usually it's just like this sort of tacit agreement that by giving us
4:15
your email, buying a ticket, you're going to get marketing emails from us.
4:19
And sometimes it'll say that, sometimes it doesn't even say that,
4:21
but you're just added to the list and that's implicit consent.
4:26
And so as this focus on privacy increases and it becomes more important to our
4:30
audiences,
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we want to think more about how we can get that explicit consent from
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people and have them opt into our emails and they're actually going to want to
4:41
read them. I also wanted to mention making sure
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the privacy part of this on the technical side,
4:50
Gmail and Yahoo recently released new rules about email
4:54
authentication when you're sending emails and that will help
4:59
people trust the emails you send.
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It's not necessarily the sexiest thing to do,
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but making sure that code is there,
5:07
that a bad actor can't spoof your emails and try and
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steal your consumers' information as you,
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I think will go a long way in helping people feel safe and respect your
5:20
organization and know that your emails are safe for them to open.
5:24
Yeah, I think you owe it to your audience to make them feel safe,
5:28
and by doing that,
5:29
you're also going to increase your bottom line because people are more likely to
5:33
click in an email when they know it's from a trusted source.
5:36
And we've talked a lot in the past,
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I think when we were still trying to get mobile ticket purchase paths online and
5:43
stuff like that, that we are nonprofit organizations,
5:45
but our audiences don't necessarily think of us that way and don't necessarily
5:49
give us that grace that we might hope they give us.
5:53
And this is I think another one of those instances,
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this sort of expectation of privacy and authentication.
6:00
That is what's going to be expected from people and it doesn't really matter
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what our resource levels are.
6:07
We definitely have a huge responsibility with first party data because also it's
6:11
very valuable.
6:12
How can we use that first party data to deepen relationships with audiences?
6:17
I mean, I think a huge part of first party data is that they're telling us about
6:21
themselves. I mean in some cases it's just name, email address,
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maybe a phone number,
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but first party data is also ticket purchase history and
6:33
things like that. So through segmentation,
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we can use that first party data that we've gathered either that they've given
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us, maybe when they signed up on your website for your email list,
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you can ask what genres they're interested in or what kind of emails do they
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want to receive and that can help you segment.
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But also segmenting by if someone bought a ticket for
6:56
show X last year and show Y this year is similar,
7:00
sending an email out about that show to only those people is going to
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be a lot more relevant to those people than if you send it to the whole list.
7:09
And those people are going to be a lot more likely to purchase and you're a lot
7:13
less likely to sort of alienate people who might not be interested.
7:19
I feel like the easiest way people unsubscribe, they see an email, they're like,
7:22
oh, this isn't for me. Why am I even subscribed to this?
7:25
But if the emails you're sending to people are relevant,
7:28
then they're going to stay subscribed even if they don't necessarily take the
7:32
action we want them to take.
7:34
Yeah. I think segmentation is such a powerful tool that people underestimate.
7:37
I think we all know as arts marketers, oh, we should be segmenting,
7:40
but is that a common thing where people know that they should be doing it but
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don't actually segment?
7:46
Yeah. We are inside our organizations every day,
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so everything we do is really important to us.
7:54
And I think it can be hard to sort of step outside of ourselves and look
7:59
at the organization from a new person's eyes or even
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just a long time audience member's eyes and see what is really important
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to them as the user, what is of value to them as the user,
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rather than just what we want to say about ourselves.
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And that is a huge part of segmentation too, of just
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really getting the information out that's most important to them.
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And also by doing that, by segmenting your audiences,
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you can also be a little bit more personal in how you present those emails,
8:34
right?
8:34
Yeah, yeah, yeah.
8:35
So segmentation I think is definitely part of personalization where we're
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looking at your past behavior and just sending you emails based on that past
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behavior, but also the technical aspects of it,
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of using dynamic fields to put your first name in the
8:50
subject line or in an email where it makes sense.
8:54
Or even using dynamic content blocks in emails.
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I know it's a little more advanced, but that way you can use,
9:00
if someone is a member, they get
9:04
a reminder of their benefits as the content block.
9:07
And if someone isn't a member,
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then maybe they get a pitch for membership of a pre-sale starting in two weeks.
9:13
"Join now to get access to that." And that also
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makes it a little easier for you.
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You're not having to do that segmenting and building two separate
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emails and all of that,
9:26
but you're sort of letting the computer take care of it for you.
9:30
Do you have any examples of really good or really bad personalization?
9:35
I think a key with personalization is you want to make sure that
9:40
if there isn't a name there,
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you have a static thing in the field that will
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be inserted if there's no first name,
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so 'friend' or 'loyal theater goer' or something like that.
9:54
And if someone's name is wrong, generally it's user error.
9:59
I once input my name is Alidon with a D instead of an
10:04
S, and then I got that email and I was like, what happened?
10:08
That was totally on me, nothing to do with the organization.
10:12
So I know we worry about that sort of data cleanliness and that's
10:17
definitely a concern, but often that's on the user and not on the organization.
10:21
Alidon sounds like a dinosaur. It's very funny seeing your name spelled wrong.
10:28
I've gotten Mr. Pitmuss a few times. Always gives me a chuckle.
10:33
If I'm an arts marketer who wants to improve my organization's email strategy,
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but I'm strapped for time, where should I start?
10:41
I would think about how you can sort of stretch content across channels.
10:46
There's definitely been research,
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and I think we just know this from our everyday lives,
10:50
that seeing content in different touchpoints helps drive us down
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the path to purchase. So if you have some content you're using on social media,
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finding a way to also use that content on email and vice versa. A,
11:04
you're not sort of having to recreate the content wheel
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for each channel and obviously you want to personalize it for each channel,
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but I think there's ways to sort of stretch-you have a video on Facebook and you
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can also link to that video and sort of talk about it in an email and make sure
11:23
people have seen it. So that's one great way.
11:26
I think automation would be a huge help.
11:29
I know there is a big lift of work in terms of the front end of getting it set
11:34
up and getting it to work, but once it's working,
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I think it saves so much time and there's a lot of reward in
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terms of these pre and post-show emails, welcome emails,
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abandoned cart emails, so if those are automated,
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there's a lot of potential for revenue and you are automating those based
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on audiences' behavior, so you're really meeting them where they are,
12:01
with you not really having to do a ton of work.
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What about testing and reporting?
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I think like we've been saying,
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it can be really hard to take a step back and look at the big
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picture of performance, especially when it comes to email,
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looking at what's working, what's not working. As we were saying,
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so often wrenches are thrown in from other departments and you're almost going
12:24
from day to day just trying to get an email out and we don't often have the time
12:29
to step back and look at that performance and help us figure out how we
12:34
can optimize how our email's performing.
12:36
So testing or reporting, getting all of that in one place,
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all of that data in one place can really help you look at the bigger picture of
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what's performing and what's not performing. CI can help you create a dashboard.
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I do those all the time.
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And then you can also use that data to help you decide what to
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test,
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like what kind of subject lines are working or not
13:02
working and what might we want to test,
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what kind of segments might we want to test? And then once we're testing,
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we can use the reporting to figure out what was the winner, was there a winner?
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Was it conclusive? And figure out how to move forward.
13:16
I think there's also space for our new friend AI that's involved in everything
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to help if you're stuck writing a subject line or copy.
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Have AI maybe do the first draft.
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It's often a lot easier to edit than write something from scratch.
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Or if you want to A/B test some things,
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write the first subject line and then ask AI for some other
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options and figure out which ones you want to test.
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Yeah, I think with all of the stuff that you've mentioned,
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it can be daunting sometimes to see it all and
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even doing one or two of these things and just starting off with a simple
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automation or a simple segmentation is a really nice way to go, right?
14:00
A hundred percent. I'm someone who,
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it's hard for me to break goals into little pieces,
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but I know that is the way you can actually achieve them. So it's like, okay,
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we just want to improve our welcome emails or we just want to improve our
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pre-show emails so you're not running around the day of manually sending those.
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And then sort of moving on to the next thing on the list once you have more
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time.
14:23
Awesome. Well, these are all excellent tips, Alison, thank you for joining us.
14:26
Of course. Thanks for having me.
14:37
For our next priority, the hot topic: leveraging AI in Google and Meta.
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I'm here with Senior Consultant Madelyn Frascella, a.k.a. Madge,
14:45
and Consultant Aly Gomez. Hi both, and welcome to CI to Eye.
14:49
Hi Dan. Thanks for having us.
14:52
Yes, so excited to be here.
14:54
So AI and machine learning have been part of Google and Meta for years.
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Why are we talking about this now?
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We're talking about this now because it's never been more important than it is
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now. These tools have grown significantly.
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They've really made their way from the backend of these platforms to the
15:11
forefront where we actually have control over them and we can play with them to
15:16
try and feed our content and potentially really change the outcomes of our
15:20
day-to-day workflow more than ever.
15:23
And right now, of course,
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because AI has taken a big leap forward in the
15:29
past year or so, the opportunity cost of not using it,
15:34
not thinking about it, is growing day by day.
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It's possible that once you start using these AI tools,
15:41
they can really help decrease your workload-we know everyone is stretched so
15:46
thin-and increase your results. From this point forward,
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because so many tools are available,
15:53
we're not competing against AI,
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we're competing against other organizations, other companies,
16:00
other advertisers who are using AI.
16:04
And then what's the difference between AI in Google and Meta versus AI
16:09
in general as people think about it,
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when people are talking about ChatGPT or Midjourney?
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Sure. These AI tools are designed specifically to be used in these platforms,
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which means they're already taking into consideration proper formatting and
16:25
the specificity that goes into each one of these spaces.
16:29
So whenever you're utilizing them to supercharge your campaigns and
16:34
your advertising,
16:35
they're doing it in a way that's really thoughtful and curated to where you are.
16:39
Whereas, I mean,
16:39
ChatGPT can be really useful to your advertising if you want to use it in a
16:43
variety of ways.
16:44
You're just not going to have those guardrails that make sure that things are
16:48
tailored perfectly to that space.
16:50
Yeah, it can make it a lot more efficient when you have those limiting factors.
16:54
It's AI that's designed specifically for these platforms.
16:58
Correct.
16:59
Right. It's not going to start hallucinating on you.
17:02
Yes, exactly. Yeah.
17:04
And there are a ton of these AI tools within the platforms.
17:07
How does an organization decide what's right for them?
17:10
Well,
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I like to talk about these tools as the many sections of an
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orchestra. I think alone, they can help your results,
17:20
but together,
17:22
and when used in a way that's appropriate to the symphony you're trying to play,
17:26
for whatever idea you're trying to promote,
17:29
they can really bring you a full symphony effect in your results. Now,
17:34
this does take experimentation.
17:35
It takes thoughtfulness surrounding what's right for your organization and your
17:39
storytelling,
17:40
but thinking about which part of the orchestra you want to engage,
17:44
and remembering that you're the conductor and you have control here as the human
17:48
who's in the loop on these AI and machine learning tools is really vital to
17:52
figuring out how to play your symphony and how to utilize these tools next.
17:58
And
18:01
the human conductor of these AI tools is not only
18:06
helpful, but essential.
18:09
A human hand needs to guide these tools.
18:12
I bet for different clients as well-different tools as a consultant are more
18:17
useful for different clients. Have you seen that a lot?
18:19
Absolutely. Yeah. I think industry-specific...
18:22
If you're in theater versus a museum,
18:25
you're definitely going to see different tools be more helpful.
18:28
I also think defining what helpful and successful means to
18:33
you is so, so important from the get go. For example,
18:37
with Dynamic Ads,
18:38
because you're able to set it and forget it a bit more and they're not hitting
18:41
those frequency issues, success might mean having flat results,
18:46
but being able to step back from the hamster wheel and gaining your time back as
18:49
a marketer.
18:50
So really deciding what you're hoping to get out of the tool in advance can help
18:54
as well.
18:55
Adding on to that, to stretch the orchestra analogy...
19:00
Oh, I love it. Let's torture this metaphor. Absolutely. Let's stretch it.
19:04
Our AI musicians need a score. They need a goal,
19:08
they need to know where they're going.
19:10
A well-defined goal is essential to anything in AI.
19:15
Yeah, it feels like the guardrails are up a little bit.
19:17
So it can be more specific in these platforms,
19:21
and there are a ton of different tools you can use that use AI in Google and
19:25
Meta. What are some of your favorites?
19:27
Sure. I think some of the easiest ones,
19:30
they're all called the Advantage Plus suite.
19:32
That's kind of how they refer to a lot of their AI tools.
19:34
But some of the easiest ones to toggle on into your existing campaign work are
19:39
Advantage Plus placements, which really just let you meet folks where they are.
19:44
Someone might be looking at their Facebook desktop one day,
19:48
but then the next day they only check their Instagram feed and you want to be
19:51
able to meet them in both.
19:53
So allowing the tool to optimize towards that is one way to just sort of move
19:57
forward in a way that you don't have to set manually.
20:01
Advantage Plus Creative is another, just,
20:03
it's a toggle on that lets the platform make small adjustments to your original
20:08
content.
20:09
So they're not going to completely do a Midjourney redefinition of
20:14
your visual,
20:15
but they are going to maybe add a colored background or
20:20
maybe put your headline onto the visual as opposed to just in the copy space.
20:25
And those things can have a measured effect according to Meta.
20:29
So those are the simple ones, but my personal favorite are the dynamic options.
20:33
Now this can be done with multiple text options or with fully dynamic ads that
20:37
take both multiple text options and multiple visuals and basically play
20:42
mix-and-match Rubik's Cube in the platform.
20:46
The platform really gets to take what you feed it with that information and try
20:50
out different combinations.
20:52
And what's so great about that is that the people that it's serving these ads to
20:56
are different people. They react to different things.
20:59
They have different reasons for coming to your space and potentially buying a
21:03
ticket.
21:03
So offering the platform the opportunity to experiment and learn about who's
21:08
responding to what and to also give those people different messages right from
21:13
the get-go.
21:13
Day one they could receive the same dynamic ad and it tells them story A about
21:18
why they should come to your show. And on day two,
21:20
they see story B and you've only had to configure one ad,
21:24
but now you've given them two great reasons to come see your show all at once.
21:29
So it can have a really strong effect on your results.
21:32
And this is really interesting. They also have these available for lead gen too.
21:37
So if you're an organization that's leveraging that tool,
21:39
there's a lot of space to experiment there as well.
21:43
There's a lot of options, it feels like, in Meta.
21:45
Are there similar options in Google, Madge?
21:48
Oh, absolutely.
21:49
Dynamic ad creation is the future of both of these
21:53
platforms really. Google has the responsive search ad,
21:57
the responsive display ad, both of which-we know them,
22:02
we love them,
22:03
but Google is more and more moving in the direction of having
22:08
campaign types that not only dynamically create the ad,
22:13
but also dynamically choose the placement.
22:16
I think foremost really of these is Performance Max.
22:19
If you've been in Google over the past maybe year or so,
22:22
you've probably heard or seen those words.
22:25
Performance Max will take all of your assets, your text,
22:30
your images, your videos,
22:32
and dynamically create ads for placements across all
22:37
potential Google ad options. So that is YouTube,
22:41
that is display, that is the Discover Network, search,
22:46
Gmail. I'm probably forgetting one or two or three.
22:51
And with just a goal in mind,
22:55
that campaign is going to go out and find you the people it thinks
23:00
will convert for you.
23:03
That means you are not setting any targeting.
23:07
It's powered by AI, and Google is going to make those decisions for you.
23:12
Of course, you can give them some guidelines,
23:15
you can give them some remarketing lists and some of your 1P
23:20
data to guide the machine,
23:24
but ultimately Performance Max will create the ad
23:29
from your assets and place it where it best thinks it should be placed.
23:34
Unfortunately,
23:35
you don't get a lot of information on where that placement ends up
23:40
being. What we have seen is really good results from these campaigns.
23:45
They're really conversion and goal driven,
23:48
but you don't get a lot of insight into the black box of who sees your
23:53
ad and where. But the results so far have spoken for themselves.
23:58
Yeah,
23:58
it often feels like these AI tools are just doing what I wanted to
24:03
do five or 10 years ago, but this is just doing it faster and better.
24:08
Things like A/B testing or targeting to really
24:12
specific demographics. If I, 10 years ago,
24:15
wanted to segment my audience into a thousand different segments,
24:19
I just didn't have the time.
24:20
You definitely get to look at far more data and far more experimentation when
24:24
you utilize them than we ever could doing it manually, for sure.
24:29
And AI, they learn from data.
24:31
So how do we ensure that we're feeding them good information?
24:35
This is such a critical question right now.
24:38
First party data is vital these days,
24:40
especially as we're facing the deprecation of cookies.
24:43
So both Google and Meta have come up with several solutions to this issue.
24:48
And the first is Meta's Advanced Matching and Google's Enhanced Conversions.
24:53
They're very similar tools, but essentially they're sharing securely, hashed,
24:57
anonymized user data whenever conversion happens.
25:01
So because cookies may no longer be able to do that on our behalf,
25:05
this is just another system for that.
25:08
And getting this set up now before we start to really see the deprecation of
25:11
cookies is a great insurance system that you'll be able to continue to measure
25:16
what's working and what's not working as we experiment in this vastly changing
25:20
advertising space.
25:22
And the more the machines understand what works and what doesn't work,
25:25
the better they can perform for you.
25:28
That's such a good point. So bottom line, AI isn't that scary.
25:33
I know there was a bunch of tools that you guys mentioned just now,
25:36
so I just want to remind people that if they do want to look into that further,
25:39
there is a summary on the blog article that you both wrote.
25:43
So thanks so much for joining us on the pod.
25:46
Thanks, Dan.
25:47
Yes, thank you so much, Dan. This was really fun.
26:00
All right, everyone, we've made it to our final priority.
26:03
Let's welcome back Ally Duffey Cubilette and her data privacy partner in crime,
26:07
Alison Goldberg, to talk about building trust by respecting user privacy.
26:12
Hey Dan.
26:13
Hello again.
26:14
So when we tell people we're going to discuss privacy on the podcast or a Boot
26:19
Camp, we almost always get the sort of panicked deer-in-the-headlights look.
26:23
Why is that?
26:25
Privacy is scary,
26:28
it's new and it's always changing, and it will be,
26:32
I think, for the foreseeable future, I'm sorry to say.
26:37
So it's scary because it's the unknown, but the big platforms out there,
26:42
Google and Meta, they're still evolving. The laws are still evolving,
26:47
so it's perfectly understandable that you don't have it right yet,
26:53
but I think it's important to focus on what we can control,
26:57
and that is respecting our audience's data.
27:00
That is the core point of privacy. So I think thinking about that,
27:05
one, it's the right thing to do, just I think morally. Two,
27:10
it's going to be increasingly the legal thing to do in the EU. It already is,
27:15
and that'll be true for more and more states in the US.
27:19
And it's what customers expect from us in our organizations.
27:23
It's so tricky just because it involves so many
27:28
different functional areas.
27:30
And then of course as a marketer, there's a question of,
27:35
well then what data do I have available to me to target my potential
27:40
audiences, to measure my campaigns?
27:43
So we feel like it's our role to
27:47
understand and help you interpret both what the
27:51
advertising platforms you're using and analytics tools that you're using do,
27:56
as well as how that can relate to or be covered by any
28:01
relevant legal regulation. While we aren't lawyers,
28:04
we can help be an interpreter of that intersection.
28:09
I tell my parents I'm a lawyer.
28:11
When I was growing up,
28:12
I said I wanted to be a lawyer on Law and Order so that way I would always win.
28:18
And at this point, proper data privacy is non-negotiable, right?
28:21
I think maybe in the past,
28:23
arts organizations have had the tendency to sort of put their heads in the sand
28:27
a little bit. Not everyone, but some people definitely have,
28:30
and that's not an option anymore.
28:33
I mean,
28:33
users today expect to know how they're being tracked on a website,
28:38
and many also expect to be able to control how they're tracked on a website.
28:43
And so the privacy policy is critical so that we can communicate with our users
28:47
how we are using their data.
28:49
And I think sometimes as arts organizations we're like, well,
28:52
we're not handling healthcare data. And we're not,
28:55
and that is even more sensitive,
28:59
but we are still handling people's data. And like Ally was saying,
29:03
they expect us to keep it safe just like they expect
29:09
a seamless mobile checkout or a great experience at our organization.
29:12
It is part of the infrastructure of the whole experience with
29:18
our organizations,
29:19
and it's going to be increasingly important to build loyalty with our
29:24
audiences.
29:24
There's a study that said 76% of customers say that
29:30
companies that provide that data security helps encourage their
29:34
loyalty. So yeah, it's going to be legally required,
29:37
but it's also going to be expected and required from our audiences.
29:43
So a lot of listeners might not even know what data privacy practices they
29:47
already have in place. Where should they begin?
29:50
So you want to sort of take an inventory first.
29:53
So looking at all the platforms, like Ally was saying,
29:57
where that user data might be collected or might be used.
30:01
So what you're using for ticketing, advertising,
30:05
communicating, anything that might touch those.
30:09
And once you have a list of those platforms,
30:13
you can sort of see how user data interacts with those
30:17
platforms and start to inform your privacy policy from there.
30:21
A lot of privacy policies are probably going to be pretty similar,
30:26
but that's sort of where I would start. "Okay,
30:28
where is all this data actually being collected.".
30:33
Here in the US,
30:34
it feels like there are new state privacy laws emerging every day.
30:37
How do we know which ones to adhere to?
30:40
There are new privacy laws emerging every day.
30:42
I don't think we'll be seeing a federal, nationwide one anytime soon,
30:47
but many states have taken it upon themselves to pass their
30:52
own privacy regulations. Right now we're at about 13 states.
30:57
So take a look at your CRM, your audience base,
31:00
and see where the bulk of your audiences live. Obviously,
31:03
they're probably in the state in which your organization is. Not necessarily,
31:09
but that's important because a lot of these privacy regulations,
31:13
the jurisdiction is based on where the user is located.
31:17
So if your organization is in Oregon,
31:21
but you have a lot of users in California,
31:23
you should really be taking a look at the California privacy laws in
31:28
addition to any Oregon privacy laws.
31:32
And how have privacy laws impacted our tracking capabilities, Ally?
31:37
That's a great question.
31:38
We're moving towards a world where we'll have less observed data,
31:42
and as users are given the option to opt out,
31:45
how do we maintain that measurement?
31:48
And there are a few things that we can do there.
31:50
You may have heard Google talking about something called Enhanced Conversions.
31:55
The idea is that when somebody converts on your
32:00
website,
32:01
typically they're making a purchase and you get an email associated with that
32:05
purchase.
32:07
You then are able to share that email address with an advertising
32:11
platform.
32:12
It gets hashed and then matched back to a user and an impression or
32:17
engagement with an ad.
32:19
Another strategy that you can use is called Meta's
32:24
Conversions API.
32:25
So many of the restrictions that we are now subject to
32:30
come from browsers and the pixel and browser-based tracking that we have used
32:35
historically.
32:36
So the Conversions API is Meta's version of
32:40
a server-side tracking solution that gets around some of those
32:45
browser restrictions.
32:47
So these are a few of the different ways that advertising technology
32:51
is evolving.
32:54
And we're making sure that we're staying up to date with how we are
32:58
measuring campaigns for our clients, so if you're interested in learning more,
33:02
definitely talk to your CI consultants.
33:05
So some organizations are doing this really well and some are maybe not doing it
33:10
as well. What should arts marketers keep in mind when it comes to consent?
33:14
Definitely something that I know organizations are
33:19
encountering more,
33:20
talking about implementing a new way of managing user consent on
33:25
their website.
33:26
Usually this is through something called a consent management platform.
33:29
So this is kind of like a plugin or additional service that you would subscribe
33:32
to. When you're working on implementing a consent management platform,
33:37
this definitely requires input from legal.
33:40
What do you need your default opt out state to be?
33:44
What kind of options do you need to give people?
33:49
Marketing needs to understand the impact that that will have on their
33:51
measurements. And then we need the tech folks-be that IT
33:57
or any consultant we might be working with-to make sure that then that
34:02
platform is working properly.
34:04
And where we have started to help organizations is
34:10
really being a thought partner in that process.
34:13
So as you are trying to understand what you need to do,
34:17
what impact it will have and whether or not it's working,
34:20
we have the language and tools to be able to help you with each of those
34:25
steps.
34:26
We talked about how privacy is not just one person's job,
34:29
it's everyone's responsibility. Can you speak more about that idea?
34:32
Yeah. So I mean,
34:34
it touches nearly every department in an organization,
34:38
and there's legal, IT, marketing, box office...
34:42
It just is touching everyone.
34:45
So it's about coming together to sort of make those compromises about what
34:50
really does need to be tracked, what safety measures,
34:53
privacy measures can we put in place.
34:55
And we know that not every organization necessarily has
35:00
legal experts on staff.
35:02
You likely need to seek input from outside of your organization.
35:05
We are not lawyers,
35:07
but we definitely have an understanding of these platforms, what they do,
35:12
how they work,
35:14
so we can help ensure that you are at least accurately representing
35:19
what these platforms do,
35:21
the kind of data that is being collected,
35:24
so you have that understanding when you go do talk to any legal help.
35:29
Yeah, I think talking about privacy,
35:31
there's always this aspect of tension because there's legal implications,
35:36
there's moral implications, so it can feel like a really sticky topic.
35:39
And asking for help and consulting outside expertise
35:44
is always a really good place to start.
35:47
So thanks for that reminder and thank you for being here today!
35:50
Absolutely. Thanks for having us.
35:51
Thanks, Dan.
36:02
So there you go. The final key areas to focus on in 2024.
36:07
We hope these tips bring you stronger campaign results and deeper audience
36:10
connections in the year ahead. And remember,
36:13
if you want to learn more about any of the five digital priorities,
36:17
just visit our website at capacityinteractive.com.
36:21
You'll find weekly blog posts that dive into each priority plus a schedule of
36:25
interactive live streams where you can get answers to your questions in real
36:29
time. Now it's time to turn learning into action.
36:33
How will you infuse these priorities into your digital strategy this year?
36:38
Break a leg!
36:50
Thank you for listening to CI to Eye.
36:52
This episode was edited and produced by Karen McConarty and co-written by Karen
36:56
McConarty and myself, Dan Titmuss.
36:58
Stephanie Medina and Jess Berube are CI to Eye's designers and video editors,
37:03
and all work together to create CI's digital content.
37:06
Our music is by whoisuzo. If you enjoyed today's episode,
37:10
please take a moment to rate us or leave a review.
37:13
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