5 new rules of Campaign reporting for Digital Marketing Agencies
Times have changed for Digital Marketing agencies. The days of PPC+Display+SEO+Affiliates have given way to an uncontrollable proliferation of native advertising, social and medium-specific campaigns.
A myriad of ad hoc campaign management platforms combining
content management and bidding capabilities continuously overlap at
tagging and attribution level. And while everyone has their sight and
best intentions on a particular “common framework” nirvana, data piles
up as indigestible spreadsheets, that have become the bane of the army
of “reporting monkeys”.
How can new Digital Marketing agencies cope with this new
scenario when it comes to serving the campaign reporting needs of their
clients?
- Excel is not an option anymore. The waste of human energy that goes with the exchange and storage of spreadsheets can hardly be underestimated, as both the “data compiler” and the receiver (coping with countless tabs of useless information) could confirm
- Micro-measures are not acceptable to the client that expects results in plain English. It is simply impossible to compute, process and truly understand all these micro-measures that are multiplying at an absurd rate in the new world of medium-specific investments.
- The connection with the advertiser’s own view must remain a priority. Few clients will accept an isolated interpretation of global performance metrics
- As an agency, your value resides as much in your metrics as in your skill in selecting content, media, bids or audiences. And this shows in your reports
- Looks matter. We live in the times of the design-sensitive. A beautiful white-labelled scheduled report (or native iPad app to access it) will set you apart from others.
