View the new Banner columns: “Impressions bought” and “Discrepancy %”
Also view the new drilldown to Banner -> Placement that also features the new columns: “Unique impression” and “Frequency”
View this video of how to setup Partner tags / Piggyback scripts in Headlight.
Martin Stockfleth Larsen Mar 25thNo Comments »
If you are in the same situation as most of the Online Marketing Executives I have spoken with, then at some point, and most likely on more than one occasion, you have been called on to explain why you are paying the price you are paying for the conversions you receive from display advertising. This question is not only reasonable, it is necessary in order to drive online improvement. So if you have not confronted it yet, be prepared!
The truth is that if we look isolated at the cost per sale for our display ads, then we will often be severely challenged in justifying the ROI. However, over the last couple of years companies like ComScore and Microsoft have produced a number of research studies pointing to the synergetic effect that display and search marketing have on each other. In other words; by running display advertising you increase the performance of your search marketing.
Now it is all fine and nice that we can find research that points to this effect, but I believe that we should be able to measure and document this for our own marketing activities. The real question is; “Do YOU know how YOUR display ads are affecting other channels?”
To help our customers answer this question, Traceworks has started a number of campaign attribution projects, using Headlight to identify the indirect effect that display advertising has on other organic and paid traffic sources. We want to help you understand how your customers engage with your different marketing messages and what your actual sales process looks like.
I look forward to sharing some of these Online Marketing Insights with you later this year and if you have concrete experience with campaign attribution and engagement mapping, then by all means feel free to speak up and share your thoughts.
…and of course, if you are struggling with that question from upper management “what exactly are we getting for the money YOU spend on display!”, then contact us and let us help you provide the concrete answer.
Our telephone system has brooken down, so you can´t call us. We are working on the issue for support contact us by mail, live person etc.
The Traceworks team
A New Decade, a New Business Unit!
As of February this year I joined the Traceworks Team with the purpose of structuring and managing our new professional services unit, Online Marketing Insights.
It has now been a month and I believe the time is right for us to share our plans for Online Marketing Insights with you.
What is Online Marketing Insights?
Our new business unit will focus on assisting existing and new Traceworks customers in executing, measuring and optimizing their online marketing tactics. This, of course, covers training and advanced support in the use of Headlight, but also means that we have expanded our offering to include:
- Strategic consulting on online KPI’s and Benchmarks
- Support and outsourcing of your web analytics setup, management and reporting
- Analysis of your online performance data
- Data driven optimization projects such as A/B testing or Targeting
- Support of your day to day activities for executing and managing your online campaigns
In short, our ambition with Online Marketing Insight is to offer you expert assistance in using your tools effectively and establishing the right processes needed to tap the full potential of online marketing.
Why expand our offering?
Both our own experience, requests from customers and partners, as well as research reports from leading analysts, point to the simple fact, that most companies lack the necessary experience, resources and strategy to take full advantage of the online opportunity.
By expanding our offering, you will experience a partner that not only provides a great platform for executing and managing your online campaigns, but also assist you in structuring and supporting the critical activities related to your online marketing process.
This will ensure that you:
- Experience greater control and structure in your day to day online marketing
- Improve online performance
- Save time and reduce tactical mistakes
- Highlight the importance and effect of your online marketing efforts
How will Traceworks be able to provide all of this?
Of course, we do not propose to know everything about digital strategy or marketing planning. We work with several excellent partners in this area. However;
When it comes to defining concrete, measurable goals for your online marketing, and managing, measuring and optimizing your tactics, we aim at being the best in class!
Through Headlight we have build a tremendous repository of insight into what works in online marketing, especially in our specific market, and by combining this with the experience of talented consultants used to working strategically with Google analytics, Omniture, Website Optimizer and similar tools, we strongly believe that we are in a position to offer you a unique and valuable partnership.
Did I catch your attention?
Please contact us and let’s discover how Traceworks’ Online Marketing Insights can benefit you.
Rune Flint Varnaa