As a media planner who relies heavily on data for setting up and optimizing her clients’ campaigns, I consider it my job to be well-informed on the topic of media campaign performance metrics and web analytics. Sure, keeping track of data can be time consuming, sometimes even complicated, and the benchmarks are constantly changing. However, there’s really no excuse for even the busiest media folks not to stay on top of the latest metrics. A lack of knowledge is entirely avoidable.
Here are three tips to stay ahead of the data wave:
Whether your media plan contains traditional vehicles or leans towards an all-digital mix, or somewhere in between, data is everywhere and accountability is the name of the game. I wouldn’t think of making recommendations to my clients that didn’t have some sort of data tracking element included. Establishing good communication amongst my vendors and clients is key to getting the most out of the metrics. Both groups should be on board with regards to data, have realistic expectations for media plan performance and understand and appreciate the effort that goes into using data to evaluate and optimize a media campaign.