The Automator

BY: Jordan Grace
November 11, 2019

Meet Jordan Grace, Senior Innovation Strategist, Technology

To many people, technology feels rigid. It does what it’s supposed to do and frustrates when it doesn’t. But technology is adaptable. It can be hacked, patched, and manipulated. In digital marketing, we use it to continually improve our product. I don’t find technology frustrating or rigid at all. For me, it’s a tool for innovation.

I’ve spent years as a marketing agency front- and back-end developer. I started off working on client-side challenges like creating intuitive user experiences. More lately, I’ve focused on building databases and tools for the agency. When it comes to advertising tech, I’ve seen it all. In the process, I’ve become the person that the rest of the agency turns to when a problem arises, or when we need to set up a system that needs to operate flawlessly. Becoming the Technology expert in the newly formed Innovation team feels right. It’s official now: my job is to build innovative solutions to tricky technology challenges. It’s what I’ve been doing for years!

Over the past couple of years, I’ve built Level Agency’s best practices in data connections, APIs, data management, and automation. This includes the systems that Level uses to store and track data, so that when a customer interacts with an ad or landing page, our clients can access and act upon that information. B2B and high-value B2C businesses turn to Level to craft customer-generation campaigns that span ad platforms. I help tie them together so that we can track and measure performance at every step of the way. I keep performance data flowing to our analytics team to produce actionable intelligence. When we onboard a new client, and they give us access to their CRM, I make sure that new customers land where they should, so that sales teams have the information they need to close.

Our clients are leveraging Level Agency to build ambitious campaigns. For one partner, we recently launched a lead-nurturing campaign that spans SMS, email, Facebook, and Google Display Network. We automatically deploy ads based on how long it’s been since the prospect connected with our client. This provides powerful opportunities to reach the right people at the right time and spend marketing dollars as efficiently as possible. I’m the one making sure the campaign works as designed. Very few agencies are set up for this level of data sophistication.

I’m not done automating. I feel like I have a hundred ideas floating around in my head, ways we can improve results for clients even more. For example, what if I built a program that identifies ads and landing pages that are underperforming, automatically pulls data, and builds a dashboard? Let’s call it the ‘Level Alert System.” Then, our agents would immediately know when they need to intervene and find a way to boost ad performance. Now that I’m dedicated toward innovation across Level Agency, my mind is spinning. We have some of the most advanced capabilities out there, and they’re just the tip of the iceberg.

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