In the early days of digital advertising, data was what everyone wanted. Decades later, it turns out that data is relatively easy to come by. The useful, refined output from data is insight.
And data without actionable insight has little value to marketers. As Skai’s VP of Product Marketing, Megan Harbold, said earlier this year at our ShopAble event, “Data on its own is just noise. Data that is segmented or fragmented is noise. Data that is not accessible across the different functions across your organization is noise.”
For the better part of a year, Skai’s product team has been meeting with clients and industry experts to better understand how we can deliver the best insight-driven solutions to enhance our industry-leading omnichannel marketing platform.
One of those new innovations is Skai HQ.
As the very first screen clients now see when they log into Skai, Skai HQ brings the insights that matter most to marketers together in one front-and-center view. This groundbreaking vantage point enables more intelligent decision-making, faster insight-to-action, and improved marketing performance.
What is Skai HQ?
This is a brand-new experience for our clients. Skai HQ provides a bird’s eye perspective of paid search and retail media campaign data that can be customized for the most useful highlights. With an intuitive, widget-based UX, advertisers can quickly review key, cross-channel insights the moment they enter Skai.
In talking to our clients, we heard time and again how critical time-to-insight is when campaigns are active. Any issues with budget allocation, anomalies in performance, structural problems, or human error can have a catastrophic impact if not caught early. Most of all, marketers need their technology solutions to offer clear indications if something’s not right and how to fix it.
Skai HQ offers an engaging omnichannel experience that cuts through the noise and crystallizes the insights that matter most by surfacing campaign anomalies and important business KPIs across their digital advertising campaigns. By staying always-on and integrated with day-to-day workflows, it brings to light what’s important across all of your investments — and what to do about it — fast.
How do Skai clients use it?
Another finding that our research brought to light is that no two Skai clients have the same specific interests or needs. This makes sense, given every business is unique. That’s why it was important to us that Skai HQ be customizable for a personal experience that’s truly useful to each of our clients. Based on controls that you set up to track, our AI distills the most critical action items related to that scope of work.
Skai HQ is perfect for the omnichannel marketer, or those aspiring to work more omnichannel, in that it unifies and centralizes takeaways from all data sources across all Skai channels and all Skai publishers in a single view. If you’re a director or a manager looking to understand your programs across Google, Amazon, Walmart, etc., in the true context of one another, you can get that omnichannel view.
If, on the other hand, you’re a channel-specific practitioner who only wants to see what’s immediately relevant to your work, Skai HQ can be configured more narrowly, to that end, as well. Whatever you want to see from your Skai campaign data, you can configure it to show as soon as you log in.
Skai HQ enables clients to:
- Simplify the data with visual and responsive omnichannel dashboards that can be personalized to your specific day-to-day needs
- Clarify the opportunity with automated alerts across your paid search and retail media activity (paid social alerts coming soon)
- Amplify the impact of insights through suggested fixes from holistic cross-channel audits that are prioritized by the influence it will have on a marketing program
Why does Skai HQ matter?
In order to be successful in this chaotic, data-rich environment, marketers need efficiencies of scale and top-tier technology to continuously improve advertising performance. Siloed views can mislead, slow things down, and drain resources in a time when most can’t afford even opportunity cost.
According to a survey by Salesforce, 98% of marketers emphasize the importance of having a complete, centralized view of their cross-channel marketing. Yet, according to the same survey, only 27% of marketers say their organization exceeds expectations when it comes to connecting data across channels, and just 11% are monitoring cross-channel data in real time.
“Ultimately, we wanted the user to feel a sense of calm,” says Skai Product Manager Casey Gordon. “After interviewing so many marketers, one thing that has become incredibly clear to me is that their days are full. We wanted them to know that we hear them, and we’re working on ways to drive marketing ROI and help make their jobs easier. We wanted to ensure they had the tools to do their jobs based on data effectively. Based on the facts. Based on the things that are driving performance or bringing it down.”
Who can access Skai HQ?
Skai clients who use our platform for paid search or retail media advertising are the first users. Paid social data will be in our next release sometime in the early new year.
Early Skai HQ users say that they love knowing that everything’s working as expected within moments of logging in every morning. That’s the peace of mind that every marketer deserves from their technology partners.
“Skai HQ is just the start of an evolution on how we’re going to bring features from around Skai that serve different purposes and different channels and bring them into this experience together,” says Gordon. “Even seasoned clients of Skai will suddenly be exposed to valuable parts of our platform that they may have never used before simply because they’re showing up in Skai HQ. That way, they’re more relevant than before.”
Are you ready for the next innovations in omnichannel technology? See the Skai difference
Skai empowers the world’s leading brands and agencies across industries to manage omnichannel digital marketing campaigns. Our omnichannel marketing platform includes solutions for retail media, paid search, paid social, and app marketing. We’ll keep you at the forefront of the digital evolution with data and insights, marketing execution, and measurement tools that work together to drive powerful brand growth.
Client results include:
- 461% increase in Amazon Ads ROAS and 57% increase in page traffic for Bondi Sands
- 280% increase in installs for DraftKings
- 10% increase in new account openings for Royal Bank of Canada
- 756% increase in conversions for New York Magazine
- 600% increase in Facebook leads for Inova
For more information, schedule a brief demo today to see Skai’s innovation for yourself!
