Advancing Measurement and Trafficking through detailed playbooks
15 documents reviewed and 2 playbooks created for 30 marketers across 2 markets
The Brief – Improving measurement and trafficking for a major brand in US
One of the largest banks across Canada and the USA tasked The Programmatic Advisory to create two playbooks for their marketing centre of excellence and product marketers. The first playbook needed to demonstrate how to practically achieve incremental marketing measurement. The second playbook needed to showcase trafficking best practice and focus on reducing the lengthy trafficking process in place at the time.
The Output – Two in-depth playbooks
The incrementality playbook demonstrated the practical ways in which it can be implemented across performance marketing and a recommend approach. It assessed five different measurement practices that could be implemented across their technologies and media partners to fairly measure incrementality.
The trafficking playbook showed how the added complexity in their tracking requirements significantly increased the time to traffic campaigns. It highlighted some practical recommendations to reduce this complexity while maintaining the high level of data generated from the ad-server and measurement solutions.
The Process – 4 weeks of research that led into detailed recommendations
Both playbooks followed a similar approach, it started by gaining an understanding of the existing solutions and processes in place. It ended in construction and presenting back the playbooks. The full process was as follows:
- Stakeholder interviews to gain a base understanding of the current challenges
- Document and technology review (plans, reports, ad-server and measurement solutions).
- External research
- Playbook construction
- Stakeholder review
- Playbook amends
- Wider stakeholder presentations
TPA have been excellent and has demonstrated strong communication and technical skills. For Canada they have produced some solid deliverables on a number of complex topics. Also, overall, I have been impressed with their willingness to go deep (they were able to get access to our reporting and just dig right in).
It has been great working with The Programmatic Advisory.
Senior Marketing Communications Media Manager
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