Big data and analytics may assist a company in predicting consumer behavior, improving overall decision-making, and determining the ROI of its marketing efforts. By correctly addressing these elements, the company would not only be able to protect its market share, but also expand into new territories. Aside from large IT corporations with complicated ad placement data-driven systems, there is a far denser yet equally relevant set of data-driven enterprises in the advertising space: agencies. For more click here Profitmetrics.
Though in a different method and for different reasons than huge tech companies, agencies use data for a critical activity that is normally monitored from outside the industry: budget allocation. Aside from large IT corporations with complicated ad placement data-driven systems, there is a far denser yet equally relevant set of data-driven enterprises in the advertising space: agencies. Though in a different method and for different reasons than huge tech companies, agencies use data for a critical activity that is normally monitored from outside the industry: budget allocation.
An advertising and marketing agency can be thought of as a corporation in charge of overseeing and executing the lifecycle of advertising campaigns for its clients. This involves content production, marketing plan design, a centralized account management system, and, of course, data analytics. Agencies select how to dynamically distribute resources of running campaigns to fulfill client goals by regularly assessing metrics on performance vs. cost, feeling vs. age and gender reach, or conversion rate vs. media type. In today’s market, brand awareness and performance are the dominant end goals; these client goals define a campaign’s purpose and hence the data required for appropriate analytics.
Consider an ad to be the atomic unit of a campaign; commercials in a campaign typically run on several media types and may have distinct purposes; when combined, they add up to the campaign’s overall intents. For example, an ad inside a campaign may be aimed for awareness, which means it is intended to make the public aware of the product/service advertised, therefore we care about its reach, impressions, and audience demographic data such as age and gender.
On the same campaign, there may be performance-targeted advertising, the goal of which is to reroute the viewers to a page where they may buy the product or sign up for the service. In this instance, analytics must track conversions and traffic generated by metrics such as clicks or conversion rate.
Agencies manage campaigns across a variety of media platforms, including digital, cinema, radio, television, print, and ooh (out of home). Data scientists within agencies provide data analysis systems capable of extracting and delivering valuable insights from constantly changing data. Finally, these insights are intended to support essential business choices throughout the lifecycle of a campaign, as well as to keep clients updated on various key data of their running campaigns. Account management holds follow-up meetings with clients that revolve around these visualization dashboards, and thousands of dollars are dynamically distributed virtually daily, relying primarily on data analytics. Therefore this is the importance of data analytics in paid ads.