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Turning Questions into Insights: Using Omnichannel Analytics to Help You Optimize Marketing ROI by Uncovering New Pockets of Efficiencies

datoramablogger | 09.04.2014

As a professional multi-channel marketer, you know all about the challenges involved in understanding your performance across all of your marketing activities.

You probably use a multitude of ad management platforms involving a mix of search bidding, DSPs, DMPs, adservers, native social platforms, and more. All of the data coming from these sources needs to be put in perspective alongside your actual KPIs and business results, and the challenges of managing that process can feel rather daunting in today’s channel-saturated world.

channel collection

As a result, you are probably collating data sources in Excel (or even in a data base using a visualization tool for reporting) and many hours are spent every week to produce reports with limited insights or time to drill down into details.

The kind of questions that may remain without answers if you don’t have access to all of your data at a granular enough level – classified, cleaned and ready for slicing, dicing and drill-downs –  are really the questions that will help you drive your efforts in the right direction:

For example, if you use paid search, SEO, TV, have a team managing your social presence, occasionally making video buys on different video platforms/ad exchanges, you will want to know:

  • If a TV spot has been aired, where will I see an increase in customer interaction with my brand? Will people start searching for my brand name? Are they going to visit my Facebook Page? Will they start watching the videos we posted online? Will our paid video advertising have better view rate?
  • If I advertise on Facebook, do customers visit my website more often? Do they spend more time on relevant product pages? What about if I advertise on LinkedIn? Twitter?
  • Or, even more essentially: Do I see increased engagement when I advertise compared to when I don’t advertise? And how about messaging? Are certain ads driving more engagement than others? 
  • Most paid search marketers understand that a customer who uses brand terms to find our website probably already knows our brand. By driving traffic through the long tail on product or generic keywords, we are  

These, and many more, questions require answers to continuously optimize marketing programs. In order to answer these questions, you need data at your fingertips.

Today’s measurable marketing world means that success absolutely depends on information, and data–driven decisions should be the rule, not the exception. To make them, you need the right tools for the job. Namely, you need a platform that allows you to easily integrate your marketing performance data and quickly see where you can act to make better decisions.

Beyond optimization, understanding the impact of your efforts on the business’ bottom line is really what defines today’s marketer’s success. Ultimately, you want to know how you are helping your business moving forward. To do this, you need to be able to drill down into the cause and effect of increases in your bottom line.

If you uncover that sales have grown as a result of your last marketing program, was it because you pushed a certain creative to a more relevant user target? Did you uncover a responsive user group on a DSP and were you able to buy relevant TV ad slots directed at this same user group?

These questions can be answered by assembling your marketing data in our solution. To see how Datorama can help you sort, drill down and act upon your marketing data, drop us a line.

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