Ensuring media channels are properly measured, optimized and centrally analyzed for cross-channel and cross-device results forms an essential part of maximizing digital marketing results.
We help advertisers navigate this new landscape by offering assistance and guidance on agency management, interpretation of campaign results, and optimisation.
An owned marketing technology stack empowers advertisers to create their own landscape of partners, internal marketing teams, and other partners. This offers an enormous opportunity of full line of sight, control, and transparency over digital marketing activities and budgets, but also comes with a unique new set of requirements for advertisers: to be able to monitor and control its partners media budgets.
Our strategic channel management programs aim to help advertisers interpret results in DoubleClick and Analytics 360 in such a way that it can manage its agency and other delivery partners on their true added value of optimisation, strategy, and planning. Through reporting and analysis on a dynamic level, we help advertisers work with their creative agencies in order to find the best performing messaging elements.
An owned marketing ecosystem combined with our strategic channel management approach ensures the best of both worlds: full transparency and data ownership while receiving the required help and support in steering agencies successfully in this landscape.
A practical outcome of our strategic channel management solution is a better usage of the DoubleClick platform by delivery agencies, more closely connected to our client’s business needs. It can create a synergistic situation where we’re there to assist agencies with leveraging DoubleClick to its fullest extent, and ensuring we help advertisers in integrating the right data, looking at the right metrics and ensuring the right decisions are being made.