Andrew Freeman, Greenlight - using TagMan path to conversion data to understand the role of search

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  • Understanding the what, why and who involved in you channels
  • THE FIRST STEP – to understand what you are tracking In particular the measurement of channel performance & how it integrates with the other channels in the mix Do you have any insight into the customer journey as a result of that channel interaction? And the resulting revenue that is driven from that journey and how good the return is – is the channel efficient on its own? Who is De-duping partner performance. Is that data currently are fair reflection of actual performance
  • Why are you Tracking? Based on clients that we have worked on...advertisers push harder revenue gap That has prompted a few questionsSaturation? What effect will this have on ROAS?Are you considering the bigger picture?
  • We now know the WHAT & the WHY, but WHO should you involve in helping you understand your channels better? Each channel should have a representative present that deliver any channel specific requirements needed from the data These people then form a COMMITTEE to help decide upon attribution and overall business goals At this point it is wise to have a mediator present (in our case someone from GL or TM) to offer an objective view to help all parties come to a conclusion
  • - Tactical campaign against standard activity - Important as often difficult to measure these campaigns
  • - Buy cycle existsNo bias between channel- effective & appealing ads work