Measuring Programmatic Campaigns
The age old, John Wanamaker quote, from the 1800’s, "Half the money I spend on advertising is wasted; the trouble is, I don't know which half.”, still holds somewhat true today. This despite the reams of data at advertisers' disposal, it’s still difficult to measure what has worked and what hasn't.
Marketers typically have four challenges when it comes to programmatic measurement;
- What KPIs should I use?
- What targets should I set?
- What technologies should I use?
- How can I identify specific growths drivers in real time?
Reporting is a high priority task for a brand
The world is getting faster, brands don’t want to have to wait 6 months to see if the advertising they served actually did anything, they want to know as soon as possible – that’s where reporting comes in.
Reporting is the act of accumulating relevant data and displaying it in a way in which can be actioned.
Lots of advertising is still reported on using excel tables and custom dashboards – this isn’t as bad as it sounds, but there are also automated tools available.
It’s important to be reporting on the right things
If John Wanamaker wanted to know tomorrow which parts of his advertising spend were working and which weren’t, he would need to know which metrics to use and then how to access them. Once has has that in place he can make adjustments to his advertising to keep on improving his campaigns – so long as he could continue to report on them.
We think reporting is a highly valuable task, and lots of our trainers started their careers in analytical roles, that is why we have course dedicated to reporting on programmatic campaigns, how to understand the data and how to use it to create a narrative. You can find out more here.