Last time, my colleague Erik Werner, discussed the blind spots that often occur in online marketing or more specifically how Google and Facebook sometimes provide different attribution. This resulted in Google sometimes misattributing about 21% of Facebook clicks. Each system will provide useful pieces of information but when they do not speak the same language, then key pieces of data could be lost. In the case of attribution between Google and Facebook, sometimes it is hard to know exactly who is to credit for a sale that came as a result of one of the online campaigns. The real pain, of course, is not even knowing what your true ROI is. Without all of the right and relevant pieces of data, you’d be flying partially blind. Not a great way to run campaigns.
So, what happens when you have yet another system to coordinate with? This is the issue that Allegro, one of Poland’s largest retail online shops, had to solve. They have their own system that was developed specifically for their needs. This meant that multiple systems had to be aligned in order to get a holistic view of their marketing efforts. It took literal hours to properly match 1000s of unique data points they had in their system with the data points in ours and on Facebook. The result was that time was lost to simple machine tasks that could be completed by monkeys instead of analyzing and reworking campaigns to maximize ROI.
Their system was set up to calculate data sets such as:
Facebook has completely different parameters with which to analyze campaign performance. The result is a limited and delayed understanding of campaign performance.
Their system lacks information about ads that brought a visitor to the website. To solve this, marketers often use UTM tags like “campaign” and they keep the relations in their heads for further analysis. However, this approach is impossible for 1000s of campaigns.
What we both needed was a tailored solution so that ALL three systems would provide useful information for quick feedback and analysis. So, our team of solutions engineers came up with the solution:
After the integration, these are the results, we came up with.
The lesson to learn from this is that, when you have the complete picture and are able to react quickly, then your ROI can be improved drastically.
This is all nice and great but what does that mean for you? No two companies are alike and finding the right solution for your specific need can be agonizing for any company. You might have to sacrifice pieces of actionable data for a service or miss out on services that are right for your business because the perceived drawbacks outweigh the loss.
If you want to succeed, you will need tailored solutions from the right platform. So, the question to ask is: Are your systems and marketing platforms interacting with each other in such a way that you have the best analysis to base your strategies on? If not, it might be time to make sure that they do.
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