Data quality: a vital prerequisite
In the age of empowered customers, competitive advantage hinges on an organization’s ability to harness data to improve customer understanding and engagement. But data is only as good as the insights it produces, the actions it influences, and the results it fosters. Poor data quality hinders marketers’ insight potential and drains valuable resources. Marketers cannot afford to make marketing/media data quality considerations an afterthought. —”Why Marketers Can’t Ignore Data Quality”, Forrester Consulting, 2019).
What we do
Ensuring things fit the bill right from the start
Media plan
Make your media plan an integral part of the database. It is the starting point of the process and as such it defines a great deal of elements for operationalization at the end of it, following a logic cycle: plan, deploy, measure, learn.
Creatives' library
With all your creatives uploaded in a central library, you receive the possibility to add strategic information that cannot be managed on the various ads-platforms and that could be of relevance to measure their performance / impact / behavior. Further, it serves as an invaluable asset for cross-channels and cross-campaigns analysis, also paving the road for future deployment of ML / AI capabilities to help you defining your content with greater precision.
Naming & Tracking
Generation / assessment of the campaign naming convention and tracking strategies (e.g. UTMs) to secure smooth cross channel comparability. In this field. coherent, consistent and clear structures are paramount to obtain good quality of the data, hence good quality results.
Settings
Small human mistakes and minor oversights at the settings level can lead to wasted resources in a heartbeat. We can audit the the various platforms' settings and configurations to avoid this, thus ensuring the highest possible data to optimize your spending.
Data acquisition
Ensure all data sources are linked and set-up to deliver all data into a single database
Monitoring
Monitoring the data that starts flowing into the system means observing and test the deployment of your planned activities against reality. Are your assumptions in terms of KPIs, media channels performance, etc. ok? Any adjustments that shall be made immediately? Our software look for answers by:
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- detecting data anomalies in general and suspicious values across selected metrics that may indicate serious issues requiring specific actions to preserve your endeavors
- monitoring the behavior of planned vs effective data to keep an eye on how the media plan is being implemented