As a modern marketer you know about the problems that come with having to standardize data.
No doubt you’ve had to get to grips with a lot of social media and digital ad platforms – and you will have wrangled with the various intricate ways to set up an online ad, target your audience, and create a campaign.
It’s likely you have your favourite ad platforms that you find are the easiest to navigate, as well as that one you dread using because it’s overly complicated and occasionally seems to crash or not do what you want it to do.
I’m remaining impartial, but as someone who has spent a lot of time setting up digital ad campaigns, I can empathise with any pain you might feel. Especially with being able to standardize data.
And each platform having different types of adverts, from Facebook’s immersive interactive Canvas ads, to LinkedIn’s simple text ads, each have their own unique output and the way you set them up can be wildly different.
However, the one constant throughout them all is the link – you will always direct your audience to click on the advert and visit your landing page via a URL.
And this is your opportunity to unify the results of your various ad campaigns.
What does success look like?
Before you can think about unifying and standardizing your digital marketing results, you will first need to agree upon what success looks like. What are the results you want to focus on, what is meaningful to your campaign, and what do you want to spend time measuring?
Apart from the obvious sales and return on investment measurements, you will want to have knowledge of the various other metrics that we can measure as digital marketers – from the vanity metrics that your advertisement and social platforms provide, such as ‘likes’ and ‘shares’ – to the information you can gather from your website visitors, such as ‘time on site’ and ‘bounce rate’.
Here’s a top level list of areas you may wish to focus on and consider as a measurement of success:
- Page likes and followers
- Social post likes and shares
- Social post reach and impressions
- Link clicks
- Website visits
- Visitor engagement score
- Cost per click
- Cost per conversion
- Cost per real human visit
- Leads generated
- Cost per lead
- Sales and ROI
It’s good practice to have a benchmark level of success that the team can get onboard with and understand between departments.
Different strokes for different folks
As you’ll know, Google Ads is great at showing you which of your keywords and paid Google ads are sending the most traffic (or gaining the most link clicks) and this helps you to optimise your Google Ad spend, and Google Analytics allows you roughly see which pages are most popular on your website.
If you have set Goals, you’ll be able to estimate the value of those visits. Likewise, Facebook tells you the amount of clicks your ads have resulted in over the course of your campaign, and if you’ve installed a Facebook Pixel, you’ll be able to broadly attribute sales to your marketing.
Because each ad platform has its own unique way of measuring success, and they present it in their own way (although they like to copy each other a little) there is no singular, unified way of measuring your campaign results.
And this can be a problem when collating, organising and understanding your campaign results.
If you have to jump between the different ad platforms, and are struggling to compare campaigns running on different digital marketing channels, that time and effort will soon add up and affect your bottom line.
Take control and standardize data
Our team has a background in marketing, and our core team comes from design and digital marketing agencies. We started building our own analytics platform because we couldn’t find an option in the market that suited our needs.
This is where Beacon, our digital campaign intelligence platform came from.
We wanted a way of independently verifying the reports and figures that the ad platforms, such as Google and Facebook, were providing.
We knew that fraudulent advertising was a big issue all around the web, and click fraud and automated bots could eat up our client’s marketing budgets and make the campaigns we were running for them less effective.
Estimates believe click fraud cost the UK economy £20.8 billion in 2018 and, according to The Drum, global ad fraud is predicted to cost an unprecedented $23bn this year and could reach $30bn, including indirect economic and social costs.
We have first hand experience of this and so we did something about it. Not only did we gain a better understanding of our marketing results, we also created a consistent way of measuring all our digital marketing campaigns across any marketing channel.
Why unify your marketing data?
I want you to ask yourself how long you take, or it takes your marketing person, to produce client reports each week?
…it’s a long time, right? And I’m sure it’s a difficult and messy process.
Your manager will want to see results quickly and in an easily digestible format, and your clients will want to know how effective their marketing spend with you has been. And they’ll want to trust that data and you need to withstand scrutiny.
You might not standardize the method of creating your online ads, but you have the power to unify and standardize data from the results of your campaigns.
This means you can generate reports quickly and easily and compare and contrast your marketing campaigns without jumping between different platforms and wasting time and energy juggling different systems to standardize data.
Fortunately, Beacon has a marketing campaign report generation feature that’s designed to take the hassle out of collating and presenting your marketing reports.
We’ve been working closely with digital agencies over the past few months to develop something for marketing teams that unifies that data, speeds up the process, and produces client-ready reports that look lovely.
If you want to test out our reporting tool for yourself, get in touch with us and find out how it could help your agency make the most of your marketing data.