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Marc Rossen [x+1] Director of Media Strategy & Analytics
Marc Rossen is a marketing and business innovations strategy expert with more than a decade of experience helping companies innovate in digital marketing and analytics. At [x+1], he overseas thought leadership and innovation for agency and enterprise client relationships focused on audience insights and branding analytics in media. His work helps [x+1] clients transform the influx of data in digital marketing into actionable marketing gains. Before joining [x+1] in 2010, Marc served as Digital Analytics Lead for the Procter & Gamble account at digital agency MediaVest. He also has worked at Publicis Groupe agencies VivaKi and Digitas on web-based analytic solutions, strategy and analytics for major brands in consumer products, automotive and financial services verticals. He started his career working on supply chain, growth and innovation issues for Staples.
By taking stock of your findings you can derive actionable insights
Finding Insight Action Campaign had no operational issues (no pixel/creative issues) Outside factors effected the campaign No action needs to be taken as the increase in CPA was actually still within client constraints'. Due to lower spend CPA was already well below goal this room was still available to increase CPA while increasing reach. Spend more than doubled while performance metrics dropped significantly Spend caps were not hit despite spend doubling due to supply constraints Exchange based inventory was effected for all exchanges Supply constraints were prevalent for all exchanges