When selecting marketing campaign reporting platforms you have to be as smart as the platform. So much information can be gathered from modern media campaigns on demographic, psychographic, geographic and other traits. Yet, data is only data unless it can be interpreted to provide insights. A good media campaign reporting platform allows for data interpretation to maximize gains from analytics and help marketers better optimize campaigns.
Don’t Waste Your Data
Media campaigns capture a tremendous amount of data – much more so than they did just a few years ago, though the concept of Big Data has been thrown around for years now. For the most part, however, Big Data is not fully utilized, meaning that valuable insights are often missed. Marketers typically rely only on standard forms of data around measuring and campaign analysis, i.e. click-through, cost per click, conversions and cost per conversion. They rarely go outside of these success parameters.
Yet, there is ample opportunity to dive deeper. For example, consider all the different data layers that can be infused into reporting and insights: audience data and targeting, day parting, publisher categories, ad unit sizes, geographical, etc. These variables are often considered in an isolated way – or not considered at all. A good reporting platform will have smart reports that allow marketers to visualize, compare, and gain insight from these less typical data streams.
What to Consider When Selecting a Reporting Platform
Before figuring out what is needed in a media campaign reporting platform, first and foremost commit to taking advantage of as much data as possible. Once that commitment is solidly made:
- Search for a robust reporting platform that is open-ended: This means that you can add and modify data and data sources on an ongoing basis.
- Determine whether you can normalize data: When you’re using multiple sources, each source does not provide data in the same way. A platform needs to be able to normalize and correlate from multiple sources in a logical and comprehensive way.
- Look at the visualization/dashboarding capabilities: Can the selected platform accurately visualize the important pieces of your campaign? Does it have the ability to clearly show data and gain granularity – presenting data at macro- and micro-scales? These questions are very important to consider since data visualization is extremely important for both reporting and understanding data.
- Review the intelligence layer: Can the platform automatically recognize trends and patterns?
Using a Data Platform to Improve Campaign Success
Once you select a data platform, it’s important to use it properly. To be successful, start with a small set of data flows so you aren’t overwhelmed with data. Once you dive in and analyze that data set, add more flows to the mix as needed. The best reporting platforms will also have a system that pushes significant campaign changes to the users without requiring them to log into it. In other words, these platforms keep track of important changes for you.
A smart platform and smart reports can significantly impact campaign success and ROI. Carefully consider your options. Reporting and visualization can boost your campaigns and your internal productivity.