This document outlines several needs for making an interactive advertising agency successful, including the need for time, education, specialists, technology, and money. It also discusses the need for reliable conversion measurement, implementation of industry standards, and more usable campaign management software. The overall message is that meeting client expectations requires focusing on data-driven metrics like conversion rates and implementing standards and technologies to effectively measure performance.

1. What I need… What can make an interactive agency work properly today

2. This is about advertising Why? Because advertising is the first system of money-making for any new Internet thingie So deal with it…

3. need time need education = need money = need time need specialists = need education = need money = need time need technology = need money = need time need digital planners = need education = need specialists = need education = need money = need time need money

4. 2 significant needs

5. 2 significant TRUTHS

7. One specific need

8. One specific need

10. Internet is about Myths (great) expectations Fustrations Unexplained succeses

11. Internet is about Conversion funnel Standards Reliability Ease of use Immediacy More data we can use

13. Reliable conversion measurement Conversion funnel or how we prove online sells One known experiment in Romania No biiig success story Failing CTR before successful CTR No conversion experience No ability to meet foreign providers’ expectations No good practice guide No in house teams for optimization No model for conversion No time to make model

14. Reliable conversion measurement Make your own conversion scheme and sell it to the client Set up quick&easy measurement algorithm; create quick&easy interface Use it

15. Conversion data We do not have it or we do not have the time to interpret it We do not have ENOUGH specialists to design conversion-based programs Press clients to supply it Do not be discouraged by it Use it to improve the next program

16. Industry standards CTR monitoring scandal – opposing parties, strange arguments for not implementing it, clients not asked, payment issues Traffic issues – two standards of measuring traffic of websites SATI measurements: basic in presentation and the way they are thought out Blogosphere is not measured No actual way of measuring brand (!!!) No research data on users and their behavior Two to three foreign providers offering their services and slow adoption policies

17. Implement the campaign results software in a palatable form and do it fast All publishers (in ALL forms) wanting to get advertising money should be audited All beyond banner projects should implement a standard algorithm for measuring Get some industry standards # publish industry segmented traffic and industry segmented CTR results without pointing out the company/brand

18. More easily usable campaign management software Campaigns need to be resolved with speed for efficiency Currently we are peddling excell files If there is no standard then at least inside agencies a system of real time campaign management should be implemented Assign responsibilities for this role Train specific people to do it

19. Seriously… do ghosts (God forgive me!)

21. Data Looks researched Gives arguments Makes you look good Gets your boss to like you Trust (like) the agency

22. Conversion Leads Sales Makes you look good Gets your boss to like you Trust (like) the agency

23. conversion model case studies standards data fast#smart