Data Standardization Worksheet
This worksheet begins with the standardization of your performance data. We’ll walk you through how to combine these mismatched data sets in a step-by-step process so that every metric is speaking the same, common language. With all of your data standardized, it’s easier to locate the strengths of each platform and hone in on ways to optimize campaign performance.
"The Lumenad software is allowing us to scale our business. We are on a growth trajectory, and we are confident to onboard new business because of Lumenad."
"I think you’d be hard pressed to find a single strategy or goal where you don’t need a multi-touch experience. We want to be in all the places that our customer could be. Lumenad helps us organize and standardize that data so we can evaluate it."
"By using Lumenad, our team spent 50-70% less time on reporting, we were able to use that time to further enrich the campaigns and drive performance for our clients."
"Thanks to Lumenad, it's made collaboration with my team faster and more effective, and it's reduced the number of hours I need to spend on different platforms to get the data I need."
"That very first interaction sold me. With my data organized in an intelligent way, I could see very clearly what action I needed to take, and it didn’t take me drilling deep into reports to find it."
"Lumenad allows me to be platform agnostic. By moving between DSPs I can drive the best performance possible for my clients, and the data flows seamlessly into Lumenad without interruption."
"Normally, when my boss asks me how much we’ve spent in ads this month, I start to sweat a little bit. This morning I was able to on-the-fly pull up my dashboard and quickly give him the number he needed. It was super awesome."
"Holy S@%* this is awesome!” (upon logging into Lumenad for the first time.)"
Software For Online Marketing Agencies
Whether you have a few clients, dozens, or even hundreds, online marketing agencies often find themselves having to manage a tremendous amount of data.
Each individual company has data for each strategy, campaign, and platform. This breaks down to exponential data that must all be analyzed and managed. And this is why online marketing agencies need the best marketing software.
Software for online marketing agencies largely differs from the platforms that are used internally within a single company’s marketing division. These solutions have to be able to consolidate multiple accounts. They need to be flexible enough to use virtually any channel. What happens if you have some clients who are primarily advertising on Facebook and other clients who are primarily advertising on Google?
You need to have a platform that can support all your clients and all your channels.
Software for online marketing agencies generally does a few things:
- Provides a real-time or close to real-time dashboard through which all clients and campaigns can be reviewed.
- Analyzes data and produces attractive reports that can be used to determine the next advertising strategies.
- Automates the process of advertising, such as by sending out emails or scheduling posts on social media.
In short, the software that is used in online marketing is primarily intended to streamline, optimize, and improve upon the process of marketing. There are many routine, mundane tasks in marketing that can be automated. And there are many analytics processes that are just too complex and convoluted for a human to track.
But because there are so many software solutions for marketing agencies, it can also be difficult to determine the right one for you. Let’s take a deeper look at some of the best software for online marketing agencies and what makes it so special.
Before you even get into the software that’s available, there’s a choice.
Companies can either create their own agency software or purchase marketing agency software that’s already designed.
Many agencies decide to develop a homegrown solution in-house. They can develop a proprietary in-house solution that takes advantage of the APIs provided by most channels. Twitter, Facebook, LinkedIn, Google; they all have APIs (application layers) that make it easier to “talk” to their channels and to get data.
Unfortunately, there are two problems.
Either an agency spends an extraordinary amount of money developing its own solution (many tens of thousands of dollars), or it may end up with a very rudimentary solution. Many startup companies end up just importing everything into Excel. While cheap, this solution is cumbersome and it’s also prone to mistake. It’s very easy to import or input numbers incorrectly so you glean the wrong results.
It usually makes more sense to purchase agency software than build it. There’s no reason to reinvent the wheel. The only reason an agency might decide to make its own system is because they have a very singular, proprietary method of controlling their advertising campaigns. This would only be seen in a very large agency, which can afford the costs of developing its own agency software. In this case, the agency may be, for instance, using machine learning to run a campaign across a multitude of channels.
For most companies, it’s better to purchase software. It’s much cheaper and faster. The agency can hit the ground running with a robust solution that offers them everything they need. By the same token though, they need to know what they need in their software solution, and they need to approach the process of finding the right solution conscientiously.
Let’s take a look at some of the major digital agency tools. These are agency tools that most advertisers will use.
- Excel. Advertisers may import data directly into Excel to create spreadsheets and analyses. While this is fine for simple platforms and simple data, it can become very cumbersome as a strategy grows. Imagine having to have an Excel sheet for every client, every strategy, every campaign, and every ad. It becomes very difficult very quickly. It’s not scalable, because the information swiftly replicates.
- PowerPoint. PowerPoint is great if an agency wants to report on its existing analytics. An agency can bring in the data they’ve received from their consolidated platform and use PowerPoint to create a presentation. But PowerPoint shouldn’t be foundational because it does nothing to control or validate its data; in terms of actual data analysis, it’s as useless as a Word Document.
- Google Analytics. Google Analytics is frequently used to monitor the performance of websites and Google Ad campaigns. It is similar to Bing, though Bing is used with Bing Ads. Google Analytics is one of the first and most robust tools that will be used by a marketer and it supports multiple client accounts. But it’s limited to only Google and the organization’s website.
- Google Data Studio. Google Data Studio is a data visualization tool that allows you to import information and create compelling reports. It suffers from some of the same issues as Excel, insofar as you need to validate your own data first. But if you want to create attractive reports, such as for a presentation or a market strategy meeting, Google Data Studio is an excellent (and free) solution.
- Facebook Ads. Facebook Ads operates much like Google Analytics, but for the Facebook platform. It also has been integrated into Instagram in recent years, making it even more effective. It will tell you how your ads are performing on the given platform, though it cannot go beyond that.
These advertising agency tools are used for reporting on ad campaigns. But they aren’t all made equal. Perhaps most importantly, they are all separate. It’s essential to aggregate and consolidate data or it becomes very difficult to manage a full campaign.
Digital Marketing Tools List
What about some digital marketing tools used for agencies that aren’t directly related to ad campaigns or ad channels? There are actually a lot of digital marketing tools 2021 for agencies. Let’s take a look.
- HootSuite. An all-in-one social media tool, HootSuite is used to automate social media postings and track engagement. It’s used by marketers who want to manage multiple advertising platforms.
- Sprout Social. Sprout Social is another social media management tool that concentrates on automation and engagement. It can be used to drive engagement and analyze individual engagement on multiple platforms.
- Audiense. A social listening tool, Audiense makes it easier to track people who are mentioning your brand. You can use this to analyze brand awareness or you can use it to try to boost engagement.
- SendGrid. An email messaging tool, SendGrid can thoroughly automate your email engagement and email personalization. This makes it easier to reach out to customers, both prospective and current.
- Unbounce. Unbounce helps improve an organization’s landing pages, looking for areas in which the organization could improve, such as the layout of landing pages or related SEO.
- OptiMonk. OptiMonk provides personalized pop-ups which can be used to engage an audience on a website and prompt them into a conversion, entering them into the sales funnel and capturing their information.
Importantly, this digital marketing tools list serves the purpose of optimizing and automating campaign strategies. But what it doesn’t do is consolidate information. Each platform has its own reporting and analysis. But you could find yourself checking dozens of channels and platforms if you want to integrate them all.
Best Digital Marketing Software
As you can see, it’s pretty hard to define the “best” digital marketing software. The “best” software depends on what you’re looking for. There are so many options and many of them are very specific.
First, you need to find a company that provides solid customer support. They should be communicative and have the answers to your questions. They should be actively looking to improve their solutions. They should already have a solid customer base. The best digital marketing software will be well-documented and will have a strong following and all the features you need.
Top digital marketing software comes in an array of types. You have:
- Automation solutions. These solutions schedule emails or social media posts. They need a strategy to be set on, but once their strategy has been developed, that’s about all that has to be done. This can be used to scale effectively.
- Data collection solutions. These solutions collect information about your campaigns. Sentiment solutions, for instance, will scan for all mentions of your brand across multiple social media platforms.
- Aggregation solutions. Perhaps the most important, these solutions aggregate data across all your channels and all your applications, to make it easier for you to visualize your data and make decisions.
At the end of the day, most digital marketing companies are going to use multiple solutions. But the goal is that all these solutions should, at minimum, report back to a single dashboard. Without reporting to a single dashboard, it’s easy to miss things that need to be taken care of. It’s also easy for data to be misinterpreted or miscommunicated because there aren’t safeguards against flawed reporting.
Most advertising solutions today have demos that you can try to see whether they fit the bill for you. For those who are looking for an intelligent, optimized advertising dashboard, there’s Lumenad. Lumenad is an all-in-one reporting solution that can bring in data intelligently, creating comprehensive market analysis that gives advertisers everything they need to improve their advertising campaigns.