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Agencies that DO NOT Incorporate Data Analysis Into Their Media Planning & Buying Strategy….

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Agencies that Incorporate Data Analysis into their Media Planning & Buying Strategy vs. Agencies that Do NOT

Okay…. Maybe I am exaggerating here a bit, but I firmly believe agencies that DO NOT incorporate data analysis into their media planning strategy are less likely to generate a good ROI for their clients, walk into a new biz pitch with confidence, have a high client retention rate, and have a very knowledgeable digital team

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Gone are the days… When advertisers were satisfied spending thousands of

dollars on traditional media and did not care to seek proof or real evidence that it generated a good ROI

Today, we can almost track and measure everything on the internet which can lead to better decision making when it comes to planning and buying digital media

Campaign Data is Available

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How to Start Implementing Data Analysis Into Your Media Planning & Buying Strategy

Here are a few ways you can start implementing data analysis techniques into your organization:

You can enroll your media planning team in an MBA course. After a year or two (and a lot of money spent), they should be able to apply some concepts learned to their media campaigns. That is of course, they don’t switch jobs now that they have an MBA.

You can try learning data analysis techniques on your own with trail-and-error methods. However, how much time can you afford to waste?

• You can try and recruit an experienced Online Media Analyst. This could take a while because you need to make sure you hire one with the right qualifications. Are you willing to pay a high salary?

• Or…… the simplest and most cost-effective solution would be to….

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A bit of history….I began my career in online advertising working as a media

planner/buyer for a small agency. I then took an Analytics role with Mediaedge and began applying some of the lessons learned in my MBA program (Statistics and Data Analysis in particular) to a variety of accounts.

I realized over the past few years that I was essentially performing the same kinds of analyses over and over again for different accounts. The clients and media teams may have been different, but the analyses were roughly the same…

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Clients Ask the Same Questions and Want to Know that their Agency is Spending their Advertising Dollars Wisely

• What is the maximum amount we can spend online each week in order to maintain our cost per acquisition goal?

• Should we invest all our money in paid search so that we can be in position 1 in search results?

• Besides looking at CTR and CPC, how can we measure the performance of the publishers/sites we are running on?

• Is their a way to evaluate various media investments based on volume of actions generated and efficiency of those actions?

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Clients Ask the Same Questions….

• Can you create a dashboard report that shows all my media activity and campaign results?

• How are you able to evaluate thousands of paid keywords and increase search conversions while reducing spend?

• How do we know if our rich media ads are generating better results than our static ads?

• How can we rank mobile publishers from best to worst across multiple metrics like CTR and more?

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Different Advertisers, Same Questions,Same Kinds of Analyses

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Same Kinds of Analyses Can be Performed for Any Advertiser

No matter if:• The account is large or small• It is a branding or direct response campaign• The campaign has ran for many years or just a

few weeks

I was performing the same kinds of analyses using the same kind of data!

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The Data is the Same…

• Impressions are Impressions

• Clicks are clicks

• Money spent is money spent

• Conversions are conversions

Of course not every Advertiser is the same, but their campaign data is!

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What kinds of analyses was I performing over and over again?

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BEST Online Marketing Analyses Ever…• Diminishing Returns Analysis – determines the maximum

spend amount to maintain a cost per acquisition goal and forecasts orders based on historical spend

• Weighted Point Scale – Helps you evaluate publishers beyond CTR and CPC; identifies which publishers are driving the right people to key pages on your site

• Efficiency Matrix Analysis - Enables you to quickly evaluate hundreds or even thousands of paid keywords

• Mobile Publisher Assessment – Helps you rank mobile publishers from best to worst across multiple metrics like CTR, enter phone number rate, send to friend rate, etc

*More Analyses available on SmartDigitalSpending.com!

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These Analyses are Simple to Perform yet Very Effective and Can Easily be Learned!

• No need to take a statistics course• Do not have to be an Excel master• No VBA modeling involved• Media Planners and Search Associates can do

these analyses on their own!

I provide you and your team with step-by-step written, audio and video instructions!

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Here is a snapshot of the written instructions…

• Each analysis (tutorial) is based off a real world example

• As shown, the written instructions also include illustrations of what to expect when working in Excel

• Each word tutorial will reference an excel file that contains sample data– An Excel files comes along with

each tutorial along with a video

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Snapshot of Excel file with sample data….

• When following the Word document, your team can also see how the data was organized and how formulas were calculated in Excel

• In this example, to forecast orders, the only data that was needed was historical weekly paid search spend data along with weekly conversion volume data

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Snapshot of video with audio….

• Each Word document comes with a video that takes you from start to finish on how each analysis was completed!

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Snapshot of video with audio continued….

• Follow along visually and also hear me provide instructions!

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That is how I Thought of the Idea to provide Online Marketers with Data Analyses Tutorials! Why…

• An experienced dedicated online media analyst costs too much money to hire

• You Cannot afford to waste time learning how to perform data analysis techniques on your own

• Perhaps you are tired of reading books and blogs or going to conferences where you hear digital ‘gurus’ talk about how to make smarter planning decisions but don’t provide you with specific step-by-step instructions

• You want to develop the skills of your media planners, search associates and mobile marketing experts!

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For more Information…. Please contact:Eric Melchor - FounderSmart Digital Spending36 West 20th Street, 3rd FloorNew York, NY 10011eric@smartdigitalspending.comwww.smartdigitalspending.com

twitter.com/digitalspendingFacebook: Smart Digital Spendinglinkedin.com/in/ericmelchorSkype: Smart Digital Spending

* Smart Digital Spending does not make any guarantee as to the effectiveness of the products or make any guarantee of increasing online sales volume or reducing online spend whatsoever.