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Alan Osetek is the EVP of Connexion.a - a leading provider of On-Demand marketing intelligence managed services for digital agencies and advertisers.

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Ten Steps For Optimizing Digital Ad Reporting & Measurement

Written on
October 15th 2007
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by Alan Osetek  |
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STEP 6—Monitor campaign analysis and optimization

After your campaign launches, it’s now time to take action on what the reports, dashboards, and scorecards are telling you. Depending on the type of campaign and the various sources of data your tracking, when you should start to optimize will vary. One key variable to investigate prior to optimization is data quality. While ad servers and site side analytics tools do a good job of tracking, sometimes reported cost, impressions and clicks change if you go back historically (within 1 week). Have someone on your team quality assure this process and monitor to ensure accurate reporting.

STEP 7—Integrate customer sales data

Begin to integrate customer sales transactional information to show the marketing campaign ROI. Tie this ROI measurement back to each execution channel - online display, email, mobile, search and pertinent campaign attributes. Integrate other customer touchpoint systems such as call center data into the mix. This maximizes the impact of your analysis and improves conversion measurement analysis. Depending on your capabilities to measure customer segments, lifetime value and purchasing behavior, tie these elements into the mix to get a better view of marketing campaign effectiveness and the influence on current customer purchasing decisions and acquiring new valuable customers.

STEP 8—Consider weighted marketing campaign conversion attribution

This more advanced step is optional, but should be tested if you’re a heavy digital media spender. Conduct a cookie level analysis to find the true conversion produced by each media vehicle. This will allow you to understand real conversion media metrics instead of the conversion attributed by the “last click” or last media impression. For example: for every conversion that occurred from Yahoo, what other sites/publishers aided that conversion and what is their value in the ecosystem? How did one creative unit aid another? How did one branded unit aid a direct response unit?

STEP 9—Collaborate and share information

Once the campaign has launched bring your agencies and partners to the same table when reviewing campaign results. Use the scorecard/dashboard as a platform to spark discussion and strategy. It’s amazing what kind of insights and actions come about with real time access to marketing knowledge between partners.

STEP 10—Don’t go overboard and improve over time

Building a marketing data warehouse for reporting and marketing intelligence purposes is more art form than science. Don’t go overboard and try to get everything right from the outset. Be absolutely clear about overall campaign goals and measurement from the get-go; then learn from the data, take action on it, and improve overall campaign performance. This approach will position your organization to learn from its activities and optimize marketing performance over the long haul.



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