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Sep 5, 2018

How Digital Works: The Mechanics Behind The Magic

In the PAC Blog, we have previously dived into best practices and examples surrounding digital marketing strategies. It’s one thing to see the polished, finished product, but it takes an involved process to get to that point. Here, we answer one common question: How does it all work?


Pixels:  A pixel is a snippet of code that lives on a website page, collecting information about visitors and their behavior on that page. All of this information is anonymized, protecting your fans’ personal information. You can identify these pixels using browser extensions such as Ghostery, Google Tag Assistant, and Facebook Pixel Helper in order to ensure that pixels are working properly and passing back the right information. Within each pixel are a number of tags from different technology providers each serving a unique function.


Pixels make deep customer behavior analysis, campaign measurement and digital marketing performance insights possible. Having more information about those who visit your website enables you to serve the right message to the right customer at the right time. 


We also use pixels to track conversions and transaction total or campaign revenue. The data from these pixels funnels straight into your digital marketing dashboard, enabling your team to make data-driven decisions about the audience that you’re targeting, and the right spend allocation for your campaigns.


Cookies: Cookies are small snippets of data that get added to a user’s web browser or device (such as Chrome, Firefox or Safari) when they visit your website. Cookies are actually left by interaction with the pixels that we previously discussed. These cookies change the way that the browser, and therefore the user, interacts with certain web pages.  Some cookies enable retargeting campaigns to remarket to those who showed interest in an event but didn't buy. 


For instance, if someone is looking at your ticketing website, or even put a ticket in their shoppping cart, but doesn’t buy, a cookie will be added to their web browser. When that same person is browsing the internet or is on Facebook or Instagram throughout the day, it identifies them as a browser with high purchase intent and will trigger a retargeting campaign to complete the purchase.


Because of our fantastic partnership with Facebook and Google, we use their technology to enable our clients to reach fans from an omni-channel perspective across devices as they bounce from watching videos on their tablet to looking at apps on their phone, to browsing the web on their desktop. Ultimately we serve content to potential ticket buyers as they consume media regardless of specific website, device, or platform.


These tools help facilitate digital marketing functions, working together to create comprehensive and effective campaigns to reach the largest, most appropriate audience.