Greenhouse Skills Academy

For individuals with no experience to clients who want to enhance their current skill set, Dandelion provides full-stack Google Marketing Platform training.

Platforms Include:

• Display & Video 360

• Campaign Manager

• Search Ads 360

• Google Analytics

• Google Analytics 360

• Google Cloud Platform

Other Training Programs

• Intro to Digital Marketing

• Digital Campaign Process

• Programmatic 101

• Search Engine Marketing

• Display Advertising

• Online Video

• Mobile Marketing

• Social Media

• Content Marketing

• Publisher Revenue Streams

• Retail Growth Strategies

• How to Set-Up In-Housing

Salesforce + Google Analytics 360

Omnichannel businesses need to measure the impact that their online marketing has on offline sales now more than ever.

Dandelion can help you measure and attribute in-store traffic or sales to online marketing campaigns/ad clicks by leveraging Salesforce Marketing Cloud and Salesforce Sales Cloud integrations with Google Analytics 360.

Our Approach

In order to leverage Data-Driven attribution, Dandelion helps clients implement Google Analytics 360. Integrating other Google marketing platforms such as Google Ads, SA360, DV360, and CM360 allows us to track both post click and post view (impression only) actions on site.

We also connect the client’s CRM systems in order to bring email marketing and/or offline data into GA360 to complete the entire loop of a customer’s journey.

Our Solution:

1. Ingest - All identified CRM data was ingested into Google Cloud for manipulation.

2. Import - Data was then imported from GCP into Google Analytics for attribution requirements and into Data Studio for holistic dashboarding.

3. Integrate - Finally, all other ad buying platforms (Display & Video 360, Search Ads 360, Campaign Manager) were integrated back into Google Analytics for final attribution modelling.

Core Solutions

• Platform Licensing

• Programmatic Consulting

• Data & Analytics

• Platform support

• Tech Consulting

• Managed Services

Partner Value Prop

Transparency: Transparency on fees, inventory, and service.

Empowerment: Providing you with the tools and skills to take control of your media campaigns.

Engagement: Delivering unparalleled service excellence, regardless of your service model or platform tier.

Our Approach

Dandelion’s process starts by interviewing all future dashboard users. Questions include:

• What are the different roles and responsibilities in your organization and marketing experience?

• What are the top questions you want the dashboard to answer?

• How frequently will you check the dashboard? Dandelion will then identify data sources and events in each data source needed to be shared within the dashboard. We then complete the data ingestion (native or through custom API) and create the final dashboard.

Action the insights from dashboards

Optimize media in real-time:

• Increase Gross Margin

• Decrease CPA

• Increase LTV

Core Solutions

• Platform Licensing

• Data & Analytics

• Platform support

Partner Value Prop

Transparency: Transparency on fees, inventory, and service.

Empowerment: Providing you with the tools and skills to take control of your media campaigns.

Engagement: Delivering unparalleled service excellence, regardless of your service model or platform tier.

Predictive Modeling

Dandelion has extensive experience solving for all predictive modeling needs. We can help to define signals and predict the likelihood of an action on your site or in-store.

Our Approach

1. Ask what the main business KPIs are that predictive analysis would solve for.

2. Identify data sources and events that would feed into BigQuery ML (both online and offline).

3. Ingest the data from both offline and online data sources.

4. Run the model on ingested data and score users based on their likelihood of an action (completing a goal).

5. Import the scored model in Google Analytics and then into Google Marketing Platform for activation.

6. Create a dashboard showcasing improvement on CPA.

Our Experience

Challenge: This auto client needed Dandelion’s help to predict the probability of a website visitor and the user’s likelihood of starting a build and price process.

Objective: Automatically segment site visitors based on probability score and create audiences for activation across Google Marketing Platform products.

Our Solution:

1. Create a workflow to automatically segment site visitors

2. Test these predictive segments against a campaign

3. Analyze the results and provide a summary of our findings

4. Scale the predictive modelling

Core Solutions

• Platform Licensing

• Data & Analytics

• Platform support

Partner Value Prop

Transparency: Transparency on fees, inventory, and service.

Empowerment: Providing you with the tools and skills to take control of your media campaigns.

Engagement: Delivering unparalleled service excellence, regardless of your service model or platform tier.

Standard, Rich & Dynamic Creative

While Dandelion is not a creative agency, we do work with several top tier, preferred creative partners to be able to offer fully managed and packaged solutions for Standard, Rich or Dynamic creative. Dandelion facilitates the builds in collaboration with the Advertiser and the Creative Partner from concept creation through to approval and then to campaign trafficking.

Dynamic Solutions

Dandelion’s approach to dynamic creative follows our standard Implementation Framework:

• Prepare → establish team members, timeline and objectives.

• Discover → assessment to determine strategy, data feed triggers, reporting vales, dynamic components, etc.

• Design → draft data fees including trigger dynamic and targeting attributes. Design creative shell templates.

• Implement → build out dynamic templates and integrate creative assets into data feeds.

• Launch → traffic, QA, and launch campaigns ensuring reporting variables are set.

Our Creative Partners

Core Solutions

• Platform Licensing

• Platform support

• Data and analytics

Partner Value Prop

Transparency: Transparency on fees, inventory, and service.

Empowerment: Providing you with the tools and skills to take control of your media campaigns.

Engagement: Delivering unparalleled service excellence, regardless of your service model or platform tier.

Campaign Planning + Execution

For clients who may need additional or expert resources in managing either their media buys, their analytics, or both. Dandelion offers strategic development, planning, campaign execution, optimization, and staff augmentation.

Our Process

Dandelion also offers Media Strategy and Campaign planning services. We collaborate with clients every step of the way to execute strategic, measurable and effective digital campaigns.

Core Solutions

• Platform Licensing

• Programmatic Consulting

• Data & Analytics

• Platform support

• Tech Consulting

• Managed Services

Managed Services Case Study

Challenge: Showcase the range of products & services that our client had to offer to residents in Canada and the US across 52 locations.

Objective: Increase foot traffic to in-store locations & online conversions.

Platforms Used:

Our Solution:

• Pixel Strategy - Retargeted users who visited relevant portions of site.

• Activity-Based Audiences - Retargeted users who interacted with creatives that ran as part of upper funnel campaign tactics.

• DCO - Served the most relevant ad to users at the optimal time.

• Polygoning Technique - Targeted users that had previously visited locations.

Results:

+10% Increase in store visits