Measuring advertisement effectiveness to optimize campaigns
With more time for exploratory analysis, CROSSMEDIA used data blending to visualize a more complete picture from many different sources and channels.
By blending data on a common field, CROSSMEDIA was able to assign conversations to the respective triggering publishers, even with multiple ad contacts, which made it possible to further optimize campaigns. The benefit of mixing data from different sources is great in the marketing area," Volk said. "Due to the fact that many different systems, especially in digital marketing, capture the user and the end user at different points in the purchasing decision process, holistic user tracking is very difficult from A to Z," Volk said.
Data blending paired with visualization allows CROSSMEDIA to find the root causes of advertising campaign inefficiencies. For example, by filtering a dashboard, teams might discover that a digital advertisement performed poorly because it was placed at the bottom of respective website. Finding insights like this strengthens CROSSMEDIA's position with its own customers and according to Volk, allows CROSSMEDIA to "engage in completely different conversations with advertising marketers."