Despite the growing importance of digital media, many organizations effectively track 40 to 60 percent of their digital media spend. The gap is caused by manual processes, which make it hard to ensure consistent tracking across platforms and teams, and by the dramatic increase in platforms used to execute campaigns. As a result, analytics and marketing leaders are left with little insight into which ads or ad elements are driving results, while spending precious time manually validating tracking elements and piecing together reporting. In addition, advertising platforms are unable to drive the optimization they need with clean, rich data.
Specifically, this ebook addresses the following:
- How to implement automate data governance and quality assurance across execution platforms
- How to align execution platforms to analytics platforms
- Key steps to systematically ensure ad visibility
- Success stories and examples from leading brands