Billy Grace’s Post

Cross-channel analytics requires path-to-conversion analysis and cross-channel synergy analysis. Your channel analytics should answer two questions. #smartbusiness #businessplanning #analytics #operationalexcellence https://lnkd.in/gB6yZY92

Cross-channel analytics requires path-to-conversion analysis and cross-channel synergy analysis. Your channel analytics should answer two questions. #smartbusiness #businessplanning #analytics #operationalexcellence https://lnkd.in/d5UxuMiF

Cross-channel analytics requires path-to-conversion analysis and cross-channel synergy analysis. Your channel analytics should answer two questions. #smartbusiness #businessplanning #analytics #operationalexcellence https://lnkd.in/gyWbqCkP

Data is key to successful ad campaigns, but not all data is created equal. Knowing the difference between 1st, 2nd, and 3rd party data can help you target the right customers with the right message. #ProgrammaticAdvertising #ReachAndFrequency #Data

Cross-channel analytics requires path-to-conversion analysis and cross-channel synergy analysis. Your channel analytics should answer two questions. #smartbusiness #businessplanning #analytics #operationalexcellence https://lnkd.in/ds9jApND

Marketing dashboards suck. How to make them better: ✅ >>>**GIVE CONTEXT TO THE DATA**<<< ❌ Whenever we see a dip in a key metric, oftentimes we go, "Oh, I don't like that. Why did that happen and how can we reverse it?" With a dashboard, you could be missing: 1. All other brands in the industry experienced a drop as well 2. The drop happened because of a major event in the industry 3. A key competitor ran a huge campaign and stole the show 4. We turned off one of our paid campaigns None of that *context* shows up in a dashboard. There's no narrative. I started RightMetric because marketers don't need more data, they need more CONTEXT and more ACTIONABLE RECOMMENDATIONS on what to do when there's a change in the data. That's why we don't do dashboards, we create data stories that provide context to the data, then recommend what to do. You need the full story to make an informed decision. #rightmetric #marketing #digitalmarketing #insights #marketingdata

🚨Your attribution reporting is wrong. For the simple reason that it’s looking at incomplete data sets, just like the planes in this famous WW2 example where they used bullet hole analysis on the ones that made it back, to decide to reinforce the areas with holes, rather than without. All attribution tools have been missing cross device and safari traffic for many years now, not to mention ad blockers and data from wallled gardens, which is a pretty large blind spot if we’re honest. Arguably the data gaps have been big enough since the inception of attribution reporting, that it should have never taken off (no pun intended), but the industry needed an easy answer, to a complex problem and so many marketeers accepted the wrong data as the convenient truth. With the slow demise of the cookie and ATT now brining down the curtain on the first generation of attribution tools, we must make sure the datasets, test structures and models we use replace them are better equipped to address these issues. Also final thought 💭 Beware of anyone selling you magic beans, when it comes to MMM, Attribution, Cookielss measurment or whateve they want to call it, there is no one size fits all solution, doing this properly can be hard and the solutions vary greatly depending on many factors (like channel mix, number of channels, scale, total ad spend, product vertical, distribution channels and so many other factors).

Great call from Nic Travis. I wish I had written that myself. There are no magic beans. Why you should focus on your data fundament. Meaning your taxonomy structure, your governance frameworks, the metrics you focus on and remember the difference between a KPI and a leading indicator. In my view, getting true incrementality reporting is the most important marketing task, and those that do, are years in front of their competitors.

Marketing dashboards suck. How to make them better: ✅ >>>**GIVE CONTEXT TO THE DATA**<<< ❌ Whenever we see a dip in a key metric, oftentimes we go, "Oh, I don't like that. Why did that happen and how can we reverse it?" With a dashboard, you could be missing: 1. All other brands in the industry experienced a drop as well 2. The drop happened because of a major event in the industry 3. A key competitor ran a huge campaign and stole the show 4. We turned off one of our paid campaigns None of that *context* shows up in a dashboard. There's no narrative. At RightMetric we know that marketers don't need more data, they need more CONTEXT and more ACTIONABLE RECOMMENDATIONS on what to do when there's a change in the data. That's why we don't do dashboards, we create data stories that provide context to the data, then recommend what to do. You need the full story to make an informed decision. #rightmetric #marketing #digitalmarketing #insights #marketingdata

Advertisers LOVE dashboards. 🤩 Unfortunately... Dashboards can be hard to build. 😒 Creating a data pipeline to source data is a major challenge. And dashboards often lack critical data, such as media plan data, performance data, or key KPIs. Here’s how to deliver perfect dashboards without any of these problems. Bionic automates data collection, cleans your data, and delivers your dashboards with ease: https://hubs.ly/Q02psfLQ0 #advertising #mediaplanning #mediabuying