CAN YOU BE TOO GRANULAR WITH ANALYZING ADVERTISING DATA?
We frequently hear from clients that, “we need to track everything” or, “this data is going to be really important to our campaigns”, but can being too granular with data actually be detrimental?
Digital advertising has changed how businesses and organizations market and promote their business. One of the most valuable ways that it has changed is by providing the end user with a wealth of data regarding not just ROI, but demographic info, consumer trends and the ability to be nimble and quick with decision making. Between Google (Adwords) and Facebook (Display Advertising), the two platforms develop unique profiles of users that when combined give advertisers access to hundreds of millions of individuals from which to target with campaigns.
You see, unlike with more passe types of advertising like, print, radio and even television to some degree, digital advertising is contained within a closed system. All of the information that is created by the prospects viewing your advertisements is shared to help construct better targeted and more successful ads moving forward. Or so we would think.
How TLG Marketing Analyzes Advertising Data
The downside to all of this data that gets created is, what do we do with it? Interpreting data and analytics from advertising has become nearly as important as having the technical skill to build and launch campaigns. Determining what to do with the data collected and just how far one needs to dive into the rabbit hole to acquire useful knowledge is up for debate.
At TLG Marketing, we typically delve down two levels, the first being into the demographic / trend information of the end user on site, and the second being a comparative analysis of one date range to the preceding data range, or if the campaign has been running long enough, one date range compared to that same date range from the preceding year.
With these two data sets, we can determine who the end user is, how they navigate and interface with our client’s advertising and online assets, and the performance of the advertisements over a period or multiple periods of time. Using this information, we can thin-slice and make quicker decisions regarding our clients advertising campaign and determine the best course of action without getting too caught up in the granular level of data that is available.
At TLG Marketing, we typically delve down two levels, the first being into the demographic / trend information of the end user on site, and the second being a comparative analysis of one date range to the preceding data range, or if the campaign has been running long enough, one date range compared to that same date range from the preceding year.
With these two data sets, we can determine who the end user is, how they navigate and interface with our client’s advertising and online assets, and the performance of the advertisements over a period or multiple periods of time. Using this information, we can thin-slice and make quicker decisions regarding our clients advertising campaign and determine the best course of action without getting too caught up in the granular level of data that is available.