Pretty great buzzword, but it’s more than that. It’s a concept we find few articulate well and is perhaps the biggest root cause of most of the modern digital advertiser’s pain points.
Campaign architecture is how advertising campaigns are set up and organized to properly manage the flow of data from the most granular insights to a holistic campaign view and beyond. How you architect your campaign determines what you get out of it.
And what you get out of your campaign should always be based on a company objective: more shoes sold, more feet through the door, more website visits, etc. Poor campaign architecture will keep you stuck in silos trying to tie disparate data together. This is difficult, time consuming and takes the priority off your end objective.
Good campaign architecture destroys those data silos to make your media mix work together as one towards your core business objectives. Let’s get into why good campaign architecture is hard to come by.
Why campaign architecture has been difficult.
Everyone uses campaign architecture in one form or another. The problem is that you often need separate architectures across multiple platforms. This is perhaps most evident in the different names each platform gives to each “level.”
Here is a sketch Marty, one of our data scientists, threw together, which we cleaned up a bit for the blog.
When you run cross-channel campaigns, it’s tough to get a handle on, well, anything. Your data flows at different rates through different levels which are all labeled differently.
There is a ton of technology that can help you bring all the data together after everything is humming along, but these essentially act as a giant bucket for all the data flows into. Once it’s all in there, then it starts getting sorted out into the right pipes. But again, that’s after the data is already flowing.
Put another way, the issue with today’s solutions is that they approach the problem by trying to fix it at the middle or end, when the problem starts well before you launch a campaign.
How campaign architecture should work.
Proper campaign architecture ensures all your data will be correctly laid out before you start laying it out. It’s a “move slow to go fast approach” in the sense that in order to move as fast as you need to and be as agile as this industry demands, you need to stop and be intentional.
Good campaign architecture doesn’t slow you down. It creates a repeatable, reliable process that eliminates wasted time, money and effort. It does this by reallocating the effort from that end-of-campaign reporting scramble to a methodical before-launch planning process.
In the Lumenad platform, this step is housed in the Plan feature set.
Here is a screenshot of it in action:
This is where you take stock of every data source and how they all work together. Keep in mind this is before you plug in any data or run any ads. It ensures that no matter what your campaign says, where it runs or how it changes throughout its life, your data will be correctly collected and organized so you can draw correct conclusions that drive success.
Let’s get into how campaign architecture work in Lumenad.
An overview of how campaign architecture works in Lumenad.
When you use Lumenad, you use our campaign architecture framework. This framework has been tested, refined, tested and refined again and again by us and our clients.
At its core, it’s designed to be adaptable to any and all campaigns, no matter how complex. Here’s an overview:
If you’d like to see how this works in action, we can show you with a demo. It may seem a little complicated, but once it clicks it becomes second nature.
We have a good example of how this all works in our global nonprofit case study, where proper campaign architecture was instrumental to reclaiming ROAS.
What this means for modern marketers
Better Media Planning
Shane, VP of Client Services, has a short 2-minute video overview of how campaign architecture improves media planning. Give it listen as you write your next email.
The broad strokes of his point is that good campaign architecture forces you to think about the marketing funnel and your campaign objective. Often we find marketers think only in terms of specific channels or platforms (e.g., you have this much money for Facebook, this much for OTT, etc.)
Holistic Media Mix Optimization
Proper campaign architecture removes your channels and platforms from their silos. In his video, Shane goes on to say that
“When you plan media in those different silos, you execute in those silos, you optimize in those silos and you report back in those silos.”
Without these silos, you will be able to make optimization to your media mix to shape performance across all channels, rather than just one.
Give Every Dollar A Job
Ultimately, what everyone is after is better ROI. With proper campaign architecture, you ensure every dollar spent is tied to a KPI based on your business objective. It’s the best way to gain an understanding of what your advertising is doing and how it’s affecting your bottom line.
This is the second in an ongoing series published every Friday for the next few weeks all about advertising management software, its place in the industry and the solutions it provides modern marketers. Subscribe here or schedule a demo today to learn more.