Ready to unlock the mysteries of maximizing your digital marketing ROI? Strap in as we bring you an exclusive interview with Christopher Roberts, the General Manager of Cloud Control Media. Christopher lifts the curtain on the agency's proprietary technology and the remarkable role of artificial intelligence in tracking data, all designed to turbo-boost your ROI. Don't miss out on learning how to create an end-to-end tracking system and the wealth of resources Christopher shares to gain a comprehensive understanding of AI's power.
Ever asked yourself how effective your digital content, influencer, or social media marketing is? We explore this question with Christopher, who brings a treasure trove of experience from working on pioneering websites to owning and operating a call center. We venture into how tracking leads, revenues, and conversions can inform your marketing strategies and the indispensable role of technology in doing so. Get ready to discover the secrets of measuring the effectiveness of digital marketing.
We are not stopping at theories. Christopher Roberts throws the spotlight on real-life applications of AI in marketing. Hear the compelling tale of a massive team's effort to build an in-house system to measure the effectiveness of digital content, influence, and ad campaigns. Understand how AI algorithms can draw a roadmap for digital marketing, leaving room for human input to adjust and optimize the plan. Experience the thrill of creating a sales feedback loop that gives clients a competitive edge. This episode is brimming with takeaways you wouldn't want to miss!
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Ready to unlock the mysteries of maximizing your digital marketing ROI? Strap in as we bring you an exclusive interview with Christopher Roberts, the General Manager of Cloud Control Media. Christopher lifts the curtain on the agency's proprietary technology and the remarkable role of artificial intelligence in tracking data, all designed to turbo-boost your ROI. Don't miss out on learning how to create an end-to-end tracking system and the wealth of resources Christopher shares to gain a comprehensive understanding of AI's power.
Ever asked yourself how effective your digital content, influencer, or social media marketing is? We explore this question with Christopher, who brings a treasure trove of experience from working on pioneering websites to owning and operating a call center. We venture into how tracking leads, revenues, and conversions can inform your marketing strategies and the indispensable role of technology in doing so. Get ready to discover the secrets of measuring the effectiveness of digital marketing.
We are not stopping at theories. Christopher Roberts throws the spotlight on real-life applications of AI in marketing. Hear the compelling tale of a massive team's effort to build an in-house system to measure the effectiveness of digital content, influence, and ad campaigns. Understand how AI algorithms can draw a roadmap for digital marketing, leaving room for human input to adjust and optimize the plan. Experience the thrill of creating a sales feedback loop that gives clients a competitive edge. This episode is brimming with takeaways you wouldn't want to miss!
Guest Links
Learn More:
How can you create an end-to-end tracking system for maximizing your digital marketing ROI, and what role might artificial intelligence play in creating that? But we're going to be geeking out on marketing measurement and the role of artificial intelligence in helping you do that in this next episode of the Digital Marketing Coach podcast.
Speaker 2:Social media content, influencer marketing, blogging, podcasting, vlogging, tick-tocking, LinkedIn, Twitter, Facebook, Instagram, YouTube, SEO, SEM, PPC, email marketing there's a lot to cover. Whether you're a marketing professional, entrepreneur or business owner, you need someone you can rely on for expert advice. Good thing you've got Neil on your side, because Neil Schaefer is your digital marketing coach. Helping you grow your business with digital first marketing, one episode at a time. This is your digital marketing coach and this is Neil Schaefer.
Speaker 1:Hey everybody. This is Neil Schaefer, your digital marketing coach, and welcome to my podcast, if you are new here. I am a digital content influencer, social media marketing consultant. I am a fractional CMO, working as a marketing leader for multiple organizations. I am also an educator, teaching at universities. I've also written a few books working on my fifth book Stay tuned for more information on that and I am also a speaker. More importantly, I am your host and I love to share what I've learned and the amazing people that I meet on my journey as a podcast host with all of you.
Speaker 1:So, measurement as a fractional CMO, the first task that I have whenever I work with a client is how can we measure everything that we are doing in our marketing? How can we put all that on a spreadsheet? How can we see the impact that every dollar spent is having? That's why it was a treat for me to be able to interview someone who really specializes in doing just that. Today we have a special guest, christopher Roberts. He is the general manager of Cloud Control Media, an agency that also has some proprietary technology that also leverages AI to help them do the tracking. Now, not everybody can create such a sophisticated tracking system, but, I think, understanding the elements that go into the tracking, understanding how to analyze what you see and how that can help you maximize your ROI, but also the topic of AI and where AI can play a role In marketing. We are always talking about generative AI and the role of AI in content creation, but the AI in data analytics and to really give you actionable insight is something that's been around for a few years and it continues to evolve.
Speaker 1:A lot of tools that you might be using, might already be using this technology, but if you don't have this technology in-house, either developed by your team or through a tool, you definitely want to look around at some of the options out there. If you don't know, I have a blog. If you go to NealShapercom, I have wow, I am near 700 blog posts. I already have, I think, two dozen or so about artificial intelligence technology specifically and about a lot of different tools that you can choose to help you on your journey. So make sure, if you haven't to go to NealShapercom and if you didn't know, that's spelled NEAL S-C-H-A-F-F-E-R always have to say that.
Speaker 1:And if you didn't know, this interview is, as all of my other interviews are, live streamed on my YouTube, LinkedIn, facebook. You can easily see all the archive videos if you go to YouTubecom, slash NealShaper. Once again, neal S-C-H-A-F-F-E-R. In fact, taking it one step further, if you subscribe to my YouTube channel, you can get notified of upcoming interviews, as I do do these regularly, and it gives you a chance really to be able to comment and to ask the host directly any question that you might have. So I hope that you will take advantage of that situation. All right, that's enough for me, without further ado. Here is my interview with Christopher Roberts of Cloud Control Media.
Speaker 2:You're listening to your digital marketing coach. This is Neal Shaper.
Speaker 1:Are you properly measuring everything that you do in digital content, influencer, social media marketing? When you see leads, revenues, do you have 100% accuracy of where they are coming from? Obviously, the more data we have, the more specific data we have on where things that come into the funnel, all the way down to the conversion, all the way beyond the conversion to the referral. The more information we have about this, the more effective our marketing is going to be. But, as you all know, this is not an easy thing to do. Well, that's why I'm excited today to bring on a special guest.
Speaker 1:His name is Christopher Roberts. He is the general manager of the digital agency Cloud Control Media out of Rochester, new York. I have a nephew actually at the University of Rochester, so we all have personal connections to Rochester, right? But we're going to go deep into this whole end-to-end measurement. This agency also has some unique technology that I think Christopher is going to talk about as well, but I'm excited to dive into the topic. So, without further ado, I'm going to bring Christopher Roberts on the stage. Christopher, thank you so much for joining me today on the your Digital Marketing Coach podcast.
Speaker 3:Neal, thanks so much for having me. I really appreciate it. I love the concept in the show.
Speaker 1:Thank you so much so the honor is all mine, christopher. So, as with all of my guests, I like to sort of dig in how did we all get here? How did we go from being born not knowing anything about the internet or smartphones which probably didn't exist when neither of us were born to a general manager of an agency that goes deep, really deep, into digital measurements? So I love sort of the backstory of how you got to be where you are today.
Speaker 3:That sounds great. I promise I won't take up the whole time with this story, so I will do my best. So I actually started off way back when I was a kid. I had a background in kind of business and also just like love me to illustrate. So when I went to college I went to University of Wisconsin. I originally was kind of trying to pair those two things together. This would have been the early 1990s. So yes, it effectively makes me fairly old.
Speaker 3:And then what ended up happening was the internet came out in like early to mid 90s and I had some super early adopter friends that were involved in it and they were doing things eventually like they went on to help found razor fish, so they went on to help build Apple's first website. Some of them one actually helped Business Week, the magazine, go online. That wasn't my first path. I ended up getting into printing. I actually had this great experience with this huge printing company out of Milwaukee. I got cross trained in every aspect of their operation. It was still one of the best experiences I've ever had.
Speaker 3:But this would have been 96, I'm like 97. I'm like this internet thing kept getting bigger and bigger and bigger. I'm like I got to get over to that. I love what I just learned in my background, but I got to get over to that. So basically, by 97, I became a dot com producer. So I was in New York city at the time and started working on smallish websites and then it started parlaying into different publishing websites, cut my teeth as a producer and back then everything had to be built by hand and everything was. You'd have different teams and I think at one point we had a team that was like 20, 30 people building a big website for a large dot com. That was all venture funded and so for that four or five year span I got really into the internet.
Speaker 3:And then my wife and I didn't want to stay in New York, so then we moved up to Rochester and then I became at an ad agency. I started building websites. I started to code somewhere in there too and also illustrated. So I kind of started putting all the pieces of my background together and then I started and I got involved a little bit at Rochester Institute of Technology. I did hear you say that I was teaching at the time. So I started getting plugged into all these different people and things.
Speaker 3:And what was new Google was coming. It had came out and all the different search engine wars and all the different. This, I guess, is a little history lesson for everybody who was not expecting it. But then in 2003, I ended up moving from an agency where I built a lot of more B2B sites and then started moving to B2C and got involved in a lot more lead gen educational marketing, which eventually, by mid 2000s, put me into owning, operating a call center and for lead gen and using building websites and affiliate marketing and performance marketing, which eventually led me to help out with cloud control.
Speaker 3:It was still a very young company through a mutual acquaintance and we ended up growing that. And then we got acquired by a bigger lead gen company in 2019 called Quinn Street. That's out of California, that does a lot of lead gen, so I have a lot of background in building sites and then that kind of parlayed into more acquisition of inquiries and really helping to create scenarios where we create a lot of ROI for our clients and are held extremely accountable, as we expect to basically create, helping businesses grow. That's really our charge, it's our mission and we do that by doing things online, digitally, predominantly for things we can track directly, but sometimes, as you reference also things that are indirect as well. Hopefully that gives you some flavor.
Speaker 1:Oh yeah, I love it when I talk to someone who has all that different experience, because if you can remember what it was like before all this started, I think it gives you a really, really great perspective to really reap all the rewards.
Speaker 1:And it sounds like, in your various stages of your career, working on so many different projects, that you have seen the whole big picture, and maybe that's why you're working with a company that's been able to provide that to clients. So I wanna start out with this topic of measuring everything, this need to measure everything that we do in the digital space. But the ability not everybody sees it right, and I think we're at a really unique period in history where we're about to transition to GA4, where I know a lot of my digital marketing friends are not ready for that transition, and obviously that is just the start. As more companies do social ads, they're finding that the metrics they see in the social ads platforms compared to what they see in Google, compared to what they see in Shopify, they're all over the place right. So this ability, the need to measure, I think we all understand. But what about this ability? How much of an ability really is there to properly measure all this?
Speaker 3:Yeah, again, I'll just use some historical context. I remember when we first got excited about hits on websites and we have a lot of hits and then we realized that wasn't the right metric.
Speaker 1:And then we go maybe I remember that term hits.
Speaker 3:We had a lot of TV visitors and sessions and we started going to that. A lot of what's happened to with the internet. And if you go to the whole billboard analogy or did someone see my billboard or did they see my TV spot, did they listen to my radio spot how do I see what the lift is? Or the contribution? We try to go to what we call attribution versus contribution, predominantly and just for the sake of this conversation. I'm sure if we get some callers we may get. Well, what do you do with fractional attribution? But for right now, just keep this conversation simple.
Speaker 3:I'd like to focus on what we call last click attribution. What we try to do is do our best through basically passing variables or parameters or using logic in some cases, to essentially ingest where that visitor is coming from and at the time they took a last action and what that does is it helps us kind of shape the buy as best we can. Now I'll leave it there, I guess, because we can talk about contributions from the branding lift as well. But does that answer? I guess that's the first part of the question.
Speaker 1:Yeah, chris, I guess let's take a step back, because you know I have some clients where maybe they're not. You know, digital marketing is not their life, so they don't understand that a platform like Google analytics is probably looking at last click attribution, whereas the ads platforms within a certain window are looking at, you know, did they contribute to that sale? So maybe we can start with a primer on, yeah, yeah. Types of attribution that are out there for everybody.
Speaker 3:Well, I don't know if I can name them all, but I'll name a few there, yeah, just the most popular ones.
Speaker 3:Yeah, so as far as Last click attribution, what that means is we are trying to figure out what the user last did to actually come into that sales funnel and become an inquiry that eventually hopefully results in a sale. And what we're using is essentially some sort of tracking mechanism that usually is appended, let's say, on a submit button, on a form, that invisible glue that goes through, that then comes all the way through, like, let's say, a client CRM. It gets captured. It might go somewhere else, so we kind of have a record of it, but we capture that and then what we do is parse or split it into smaller pieces and kind of bucket it and figure out where it was. That's kind of Attributions of all. We're passing variables via what the consumer did in the last time.
Speaker 3:There's other things like you through, or certain windows, a look back window, where basically we say, okay, they looked at a banner five days ago and then they ended up ultimately coming through and they did no other action in that we see in the, in the database.
Speaker 3:Ergo let's give the attribution to this. So that's basically a different model where we would essentially do a look back on some of that might not have a form filled out but eventually, or they have a form filled out and we somehow tie it back to something that they saw on the web at another time. And contribution would be where we may not have a direct, an element per se, but we know that they saw the banner or we believe that they did, or the TV spot or the radio, and we can do kind of tests in certain markets or certain ways or geography To basically see, like okay, that that consumer likely saw it, because if you compare it to the previous state when they didn't see it, you see that there's a delta of this right. In other words, after we showed them the banner in the same area that there was a change of, let's say, 3% lift or whatever, and that would be a contribution.
Speaker 1:I think I answered them. Yeah, I know that's and I guess so I'm assuming, since you've been looking at this for a long time. Is it safe to say over the last decade, that's single-click attribution 10 years ago? Today that you know, for instance, 80 percent of conversions are multi-touch, they're multi-click, they're not. I mean, do you have like a data point that you use with clients? As to, you know how complex this has become, where people are everywhere, on multiple platforms, multiple devices, seeing your ads in your content, seeing influencers talking about you across all sorts of different platforms. What is your sort of feeling state of today of how complex and multi-click attribution Most you know sales have become online.
Speaker 3:Yeah. So a lot of our some of its premised on budget. I just will say that as a caveat before I answer the question fully. So some of it is like I have x budget and I have to spend only on what I'm aware of. If I have x plus y, I Can then basically expand my brand presence and ways like, for example, with TV or radio or or more display, based on size of budget.
Speaker 3:A lot of times what we'll do is describe a certain percentage of what we've we've seen over time Would be a good starting point as far as how much of brand spend we want to add to that. Or we're aware that there's an additional brand spend that's, let's say, being done offline and we kind of pair that together and that kind of gives us looking at data. We're able to see Basically how effective that is. But yes, everything impacts everything. Facebook's a great example of that. A lot of times we see what we call a re-inquiry or a duplicate come back through Facebook. In other words, someone or maybe that's the first point that they see in the end of Going through what's called a request for information Former, an RFI, differently on a website. But we're aware of that. Typically we try to put all those pieces together.
Speaker 1:Got it that that makes a lot of sense. So it sounds like and I know we're gonna talk about this at the end, but I want to bring it up now you talked about sometimes you have you and just algorithms. I know at cloud control media you've created some unique you know probably patent and technology to help with that attribution. But are you today using any form of AI To help in that attribution? Because if you're looking at Correlation of data, you're looking at maybe past performance and all these things. Is this an area where AI is currently being used to help more accurately attribute where revenue is coming from, where leads are coming from?
Speaker 3:Yes, we are. We are doing that in some case it is. It is proprietary, but a lot of what we also do is we try to use our, our Software. The software you alluded to Does have an AI component that does quite a bit with projections and modeling based on what it knows, in some cases has to fill in some gaps Based on what it knows, either through the system or a larger set of data that we have access to within our own Universe. In other words, we have access to, let's say, blinded data that goes into I'll use the example of pacing that might have Seasonality or historical capacity or based on the fact that's organic, it's going to do X or Y, and we know that because the actual, the AI algorithm, actually is running all that in the background, beyond what that individual client sees, and it goes into how, how the whole system kind of monitors, if that makes sense.
Speaker 1:It does. That's really. We're truly geeking out in this. But this is fans. Thank you so much because there is, so I want to move on. Another thing you talked about is when you have all the data and you tie everything together, from sales to the platforms, and you look for small wins and through those small wins you can get big growth. I'd love if you could elaborate more on that point.
Speaker 3:I I love that topic, it's one of my favorites. It's the old panacea silver bullet conversation. You know they're usually and you alluded to this too with the touch points and working on every, every aspect of the chain. If we measure every aspect of the chain being like, as far as what a consumer Initially sees, all the way down to how that they're being sold and marketed and nurtured, to even with called call cadence and all that, how that works, if you take each part of that chain, you know the impression, the click, the lead, the inquiry, the Initial appointment or interview, and then the sale, there's some sort of retention and then maybe even a repeat by and All the things that you've done along that chain and you take a look at them and you're tracking them, you're ingesting them into our like, let's say, our system does this. We can then adjust every little part of that.
Speaker 3:That could be a landing page, it could be a form, it could be a CRO exercise, it might be the ag copy, it might be how we're nurturing them. And so, for example, if we take over, like, let's say, the landing page, we notice that the cost per inquiry is Is a hundred dollars and it's converting it 4% for I guess would be clicked to to inquiry. So that's a Google metric. If we can double that page Improvement, in other words get it to 8%, we've effectively caught. Cut our cost of acquiring that inquiry to 50 bucks. That's huge, right. So now you can basically, let's say it was a big part of your buy, now you can buy, let's say, this capacity in that particular Campaign. Now you can basically double your buy for really limited costs if that makes sense. See, take all those types of moves that you do all throughout that whole sale cycle, throughout every part of it, and then you take an agnostic view of it based on data and what you know and how the system works. You can really make some great moves.
Speaker 1:I'm reminded my friend and author, martin Lindstrom, who wrote a book called small data, and really the power is in the details of little things, like you just said, and if you can find those little wins and replicate them and scale them, then you can truly make big impact. So that's a really, yeah great example. So we hinted at this before, but you are saying and in our interview before we launched this, that Machine learning is a game changer for brands to embrace it. And I think we truly and I know we've been talking about getting together on this podcast. We began talking before chat GPD emerged, so I we're gonna have some historical perspective here.
Speaker 1:But machine learning is a game changer, but AI won't replace human operators and we are in this I don't know if it's FOMO or the sphere that Somehow, if we don't become, you know, process engineers overnight, we're gonna lose our job to AI. So there's a lot to unpack here. So maybe this is a two-part question. Why don't we start with the machine learning being a game changer for brands to embrace it? Why is it a game changer? And how can brands, I suppose, embrace Machine learning? Now I know, obviously your agency has technology that they can tap into, but any other you know thoughts about that We'd love to hear, so I'll hand the microphone over to you, christopher.
Speaker 3:Yep, and just for the context of this discussion I'm gonna say, predominantly focused on Inquiry generation and direct response market, and you can answer this question a myriad of ways. It's a huge umbrella. I've actually heard some of your other podcasts. They they get further into some of the content aspects, but just from let's say that's a paid media in general, let's say we're talking specifically about paid digital media. How that's really impacted us is a bunch of different ways.
Speaker 3:As far as using AI, for example, one of the things that we used to do, we used to have a rule of a hundred. So we'd say, well, I want to buy a hundred of whatever it was a campaign of lead provider, and that was our rubric. We would say we'd buy a hundred of this. That's gonna give us empirical data in order to Basically make a decision if this is a go-no-go expand, no, expand or adjust. What AI has allowed us to do is basically buy a much smaller subset of that that campaign and basically take it into our system and AI will give us the probability of the outcomes Based on everything it knows what that, how that's going to react down funnel and sales. Wow. So now we don't have to buy that. A hundred, might be able to buy 10 or 50 of that thing at a smaller piece. So we can make our testing budget very, very methodical as far as how we're buying little bits and pieces here and there and really kind of, instead of going necessarily fully deep on things, we can go really wide and we can make all these little different test buckets. We can then start using what the AI knows about, what the AI knows as far as about attributes, in different ways that, okay, look at this. You may want to be aware of this. We've noticed a trend here. This particular DMA is super popular. It's our capacity. This particular campaign is super popular and Basically based on historical capacity. What's going on in the system and our, our operators are watching. Hey, we see an opportunity. It allows us to really jump on those things very quickly.
Speaker 3:The other thing I'll say about AI as far as we've used it quite a bit for the, the buying. Obviously, it's inherent in all of Google's bidding algorithms, especially when they're asking for more data to be fed back into Google. You're talking about paid. Now, again, we use it as well for pacing, so our system can actually say okay, let's say that you want to paste to a hundred percent, maybe a hundred one, maybe ninety nine, somewhere, let's say that three percent range. Our system allows basically, with seasonality, day party, all that it knows about what we're buying and what other groups are buying. It has allowed us to go from, let's say, an average of ninety two to ninety five percent, to pay Super accurately between ninety nine, a hundred one percent. In other words, be right on point with budgets Based on the algorithm, everything that's going on. It can take everything that's happening with Google being Facebook, even organic or offline, put that all in and hit a multi-channel, very complex, large client budgets and that's all through AI.
Speaker 1:That's a pretty amazing Description and I suppose that and this is probably going to lead into that second question I had for you about why AI doesn't replace human operators. So really, you are Basically scaling what you used to do before AI in terms of how you managed campaigns, ad spend, but leveraging AI, you can now truly scale that, control all the different variables, use different variables as inputs and just and just get the best result. But, as you alluded to, there are human operators that cloud control media that are looking at all this on their dashboard and looking for clues as to what's working. So I suppose there is that human element of managing all this as well. Is that correct? And and what role does the human play when machine learning is so much a part of what you're doing?
Speaker 3:That's huge. I mean, like, basically, there's the art and science argument I think always is always present in that conversation. For example, let's say that you see a lead provider and say, well, this is a right price based on the algorithm, based on what I see, it should be $50 and it's a hundred. If you go to that provider and say, well, we're gonna pay you 50 now, aha, the algorithm is one. That provider says great, you can pay me 50. You're not getting any leads or inquiries. What so?
Speaker 3:There's there's there's things like negotiations that humans still have to do, a lot of cases. There's things like I happen to know that I just got up a meeting and I happen to know that this is a Organizational emphasis. They want more of this product or more of this. This geography or this is now a knockout area we don't want to go into. So the operator has that in their head. The system may say buy this and they're like, yeah, there's some funky things going on with that. That's actually maybe gonna be knocked out for a compliance issue. Or this one's a better one because it actually has more upside and I know that happens to have a labor component in it that may or may not be in the system. It's twice as efficient. So there's a lot where an operator can can nuance that. That discussion and use the AI is a real good roadmap, but then also apply their own knowledge and some experience as far as ways to really better that. And there's also a conversation Bone, which we love, especially when work with a real savvy client.
Speaker 3:What do you think? This is what we're seeing. Here's what the data is showing. Does this align with your organizational objectives? Is this? Can we really full throttle list? You have the capacity in the sales side to to fulfill this. If we do, how are you gonna route it? How are you gonna block it? So it really just just opens up. As you can see, it's almost like a fractal. It opens up this really great level of different detailed conversations.
Speaker 1:Gotcha. So you know, in marketing we're we're trying to tell clients. I'm sure you'd agree that AI is. You know they don't control the roadmap, they're your assistant, but exactly perfect. Yeah, the AI you're talking about is a really, really sophisticated assistant, yet they are still an assistant, right?
Speaker 3:Exactly. Yeah, I mean, they're helping to give it up. When you do a test budget, the AI showing us, hey, take this swath of states here that kind of hugs the seaboard, that's your, those, the states you want to do with the test budget, here's a certain Attributes or whatever you want to do, and then you start there. Then you might have a conversation with the Google, the provider, whomever it is, where you're getting the inquiries from as far as how that, what's what's gonna work for them, and then you, it's. That's the art part of it, right, the conversation part of it.
Speaker 1:So yeah, that that makes a tremendous amount of sense. So so I'm curious and and as we get like near the end, you've you've described this really elaborate system that you developed in house and I I doubt that every digital marketing agency on the this earth has that type of system. So you know, I'm curious as to how long it took you to develop that system, and Did you? Are you like hiring AI engineers? Are you know tapping into APIs of various and and even before open AI, you know chat you be? There were obviously other AI tool like IBM Watson and what happy that are existed. So I'm just curious as to what sort of investment, what's the story behind the technology that you've developed?
Speaker 3:Well, it's, it's massive and I'm not trying to say that just to scare anybody for a barrier to entry, but we it's I don't know. I think I want to say it's 100 folks were involved in it. It evolved. Actually, its Genesis was from our parent company. Basically, it's an inquiry generation and some really select verticals with a heavy-duty compliance. In order to stand at the top of any sort of inquiry generation and and have staying power and consistent budgets and a Real roadmap for growth, you have to be consistent, you have to be excellent.
Speaker 3:Whether you're doing over an operator, properties or or publishers, you have to have one of the best systems, the system really kind of spawned from that as far as saying how do we find the gold in all this plan that's going to help, that has capacity as the right price and is going to basically Going to meet our clients needs. As we came into the picture, we've taken an agency perspective of it and we said how do we manage the budgets that do all this? And then that's really We'll work, because we're one to one with most clients. Let's, let's work on tying their CRMs directly into this system and creating a very strong sales feedback loop that allows us to have a massive competitive advantage over, I think, a lot of Agencies as far as it just by front-end data, because typically, like we take over a plan, we typically can improve a plan and 20 30%. It doesn't mean we're better at bidding on Google, doesn't mean that we're whatever super platinum partner and and Well, however that's done, it means that what we do is our data and our process and our platform and our people, and it's a trainable exercise.
Speaker 3:We we basically can, can take the data and make sense of it in a way with our system To usually make those big, those get that big growth. And we are just I guess I will say this a lot of you know the sales front. We're also an agency's agency, so we do work behind the scenes with others. If you like me to talk about, I'm happy to talk about that as well, gotcha, so you know a hundred people.
Speaker 1:It's a massive undertaking and in marketing we always talk about the more data you have, the more you know, the smarter, the more effective your marketing can be. But when you ingest it into machine learning, ai, and then as an agency, you obviously can look at other data and you just have just this bigger database of data, then over time that obviously gets more and more powerful. So very cool, christopher. So if those listening want to know more about I mean not just your technology, but really working together with your agency, who should they or where should they go?
Speaker 3:Yeah, cloudcontrolmediacom, it's cloudcontrolmedialc. We are a wholly owned and operated subsidiary of Quinn Street Inc. Out of California. Just as far as the software goes, yes, we absolutely have a model where folks can do a managed license for that, whether it's an agency and end-use client, we've done both. We help people in source. Of course, if you need supplemental agency services or you need a whole AOR digitally, we do that as well. But we will find. Hopefully you saw this by my demeanor today. We take a very scientific approach. We try not to have an ego. We try to be extremely courious, no matter who we're serving.
Speaker 1:In data. We trust, love it, and I think this is a reminder everybody that we all talk about AI and there's lots of companies with lots of technology, but no two implementations are truly gonna be the same, and just because it's AI doesn't necessarily make it better. So you wanna be working with smart people, smart companies and, christopher, it sounds like you're doing amazing work, so the team is.
Speaker 3:I just wanna be clear. So if anybody's watched this on the team, it's them. They do a fantastic job, but thank them all so yeah, Awesome.
Speaker 1:All right, my friend. Well, thank you so much for joining us here. Is there anything else that I should have asked you, but I didn't? Or you think we covered the whole spectrum here?
Speaker 3:I think we covered a lot of it. Yeah, I mean, I greatly appreciate the opportunity, I love what you're doing, I appreciate the forum, I feel great. So thank you so much. I appreciate it. Happy Friday, have a safe weekend.
Speaker 1:Hey, my pleasure, christopher. Happy Friday to you, and happy Friday, well, happy every day, no matter when you see this live stream or listen to this podcast. So thank you so much again. Thank you, all right, I hope you enjoyed the interview as much as I did. I really enjoy geeking out on this stuff. In fact, if you do not enjoy geeking out on the work that you do, man, I don't know, maybe you're in the wrong profession. It's with passion and love for what you do that I believe you're able to achieve your best results in life and really in anything. So that was a reminder to me that there is a lot of aspects of marketing that I like. But the data I mean, that's the ROI. That's where the money is spent and the money is made, and I'm extremely passionate about that, as you could tell from the conversation. So all righty.
Speaker 1:Hey, in full disclosure, I am here asking since this is episode number 337,. I am on a mission to try to get to 100 reviews of this podcast on Apple Podcasts by the end of the year. Don't know if I'm gonna make it. We're still at 58. I'm just gonna remind everybody of this on a weekly basis. For those that have already written reviews. I sincerely appreciate it. Really, it's about getting bigger exposure, not only for myself, but for these awesome guests that appear on the show and, most importantly, really for the content itself.
Speaker 1:So I wanna thank Nancy Harhutt. Nancy is someone that I interviewed. She gave a review. Well, with your time and I know you're busy you quickly and effortlessly discover so much helpful information listening to Neal's podcast. He asks the questions you're thinking of and gets the best tips, tactics, insights and advice out of his guests. I shared so much of my best stuff in our Using Behavioral Science in Marketing Interview and this is a reminder if you haven't listened to that episode. That is episode number 323. Nancy is an award-winning author and speaker. That was a really great episode and, nancy, thank you so much for that review. If you like your review, read out loud, which I hope you would I really wanna support my own fans. I would really appreciate that review. Apple Podcasts leave a real name or let me know it was. You Be more than happy to introduce you to all of my listeners here on the podcast. So thanks, nancy, thank you everyone and once again, this is your digital marketing coach, neal Schaefer, signing off.
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