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Ingredients for growth in closed ecosystems

Mar 05, 2020 • Aaron Goldman

These past few weeks we’ve taken a journey through the marketing ecosphere. We started with the conditions needed for closed ecosystems to prosper. Then we unpacked the priorities of each of the inhabitants. Finally we unearthed the layers that make up the component spheres.

Today let’s explore the unique qualities of a marketing platform built for closed ecosystems.

The unique qualities of a Closed Ecosystem: Self-serve, Vertically integrated, Independent, Interoperable, Intelligence

SELF-SERVE
Brands and agencies must be able to log in directly to the system to control their programs and gain visibility into what’s happening inside each of the ecosystems.

VERTICALLY INTEGRATED
You can’t fit an entire Lumascape inside each ecosystem. There can only be one system of record operating across audiences, creative, planning, activation, measurement, and optimization. This will ensure consistency and persistency across campaigns while removing the middleman tax.

INDEPENDENT
Using data science and marketing technology built by a third party, brands can be confident the algorithms are firing against the marketer’s ROI not the publisher’s yield.

INTEROPERABLE
Each ecosystem has its own definitions for audience segments, creative formats, etc. By having a centralized place to work across all the key ecosystems, brands can be more efficient and get better outcomes.

INTELLIGENT
With AI and ML built in to extract insights and enable action through each layer of the stack, brands get exponential results. And, as long as there is full transparency, the learning can not only be applied to improve marketing performance but serve as business intelligence to fuel the entire enterprise.

Ready to put such a platform in play? Rest assured it’s all in Scope!

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