Why Organization is the #1 Key to Digital Advertising Success
And also to avoiding sock-underwear confusion
You know what you like:
- Tingly tea tree shower gel (bonus points if smelling it makes your sinuses burn)
- Athletic compression socks with plenty of ventilation
- Obscure piccolo recordings from the 1980s
Hey, that’s you. You’re a unique combination of likes and dislikes, resulting in your own wonderful kind of weird.
And you probably wouldn’t care for someone dictating that you must:
- Lather up with Irish Spring
- Wear itchy wool knee socks
- Listen to techno running playlists and nothing else
Brands today are just as fiercely individualistic.
The choices a business makes — from its HR policies to the words it uses to describe its brand to its vision for taking a product to market — are a combination unique to that organization. But somehow, brands are still being forced to conform to standards set by others in some critical areas of marketing.
One of the most impactful is digital advertising.
The problem with mismatched metrics
There’s a reason you don’t mix your socks with your underwear with your t-shirts with your shorts with your pajamas. Did beads of perspiration just break out on your forehead from the idea of searching through 5 drawers to find one pair of matching socks?
Keeping our stuff organized makes it easier, faster, and less stressful to go about our daily lives. (According to the National Association of Professional Organizers, or NAPO, we spend more than 8,700 hours looking for things we’ve misplaced. That’s a whole year!)
Some of us may even have a more intricate system for sorting our things: drawers compartmentalized to keep each pair of socks in its own little cubicle or a closet organized by color, brand, and style. Because organization isn’t just about efficiency. It’s another offshoot of how we express our individuality.
Unfortunately for digital marketers, data organization is far more complex. Performance data for advertising campaigns can be spread out across multiple ad platforms. And each of these platforms has its own way of defining key success metrics. So you’re forced to chase down the data, attempt to understand it in the context of that platform, and figure out how to match it up with the business strategy the campaign was meant to support.
Literally no one in the world thinks this is an efficient process that supports brands having their own unique business goals. No one. Not even the advertising platforms themselves.
Why? Because they built their platforms this way for a reason. Each one wants you to learn the unique language they developed around campaigns and metrics. Not only that — they want you to live by their definition of success — one that’s purposely skewed in their favor. The value you perceive from advertising on their platform ensures your budget stays with them.
Branching out to other platforms where you have to play by a completely different set of rules and learn a new language will be confusing — maybe even too confusing to see a clear benefit. At least that’s what they’re hoping.
Matchy-matchy looks good on your data
Your ad data is all over the place. So what? You’re a seasoned digital advertising professional. You’re not scared of working with multiple ad platforms.
It’s still nearly impossible to get the right data points into one, clean report that offers actionable insights you can share with business stakeholders. But you’ve got grit. You’ll just do the manual, braincell-killing work and try your best not to make too many mistakes.
If you’re nodding your head right now, it’s a good time to take a whiff of that tea tree oil shower gel you’re so fond of, and WAKE UP.
Stop wasting your hard-earned grit. Stop reducing your cognitive function. Stop trying to follow marching orders from 5 different ad platform dictators. None of this is working in your favor, let alone in the favor of your stakeholders.
Here’s what does work: Advertising Intelligence technology that brings all of your campaign data into one, unified platform, so you can organize it the way that makes sense for the business strategy you’re supporting.
While you would never wear the same color tube socks as your cargo shorts as your polo shirt, Lumenad is making the matchy-matchy outfitting of advertising data a thing. A very, very beautiful thing.
Here’s what the organizational skills of Advertising Intelligence look like on your cross-channel advertising campaigns:
- Countless ways to segment and label data so you can evaluate performance and make informed decisions.
- Painless pixel event tracking allows you to group post-click user activity from all of your platforms.
- No-code organization uses friendly names, drag and drop functionality, batch processing, color coding, and label customization within one intuitive interface. (The hassle of writing code to get things organized is so 2020.)
Clean, organized data is the foundation you need to help your business stakeholders make more data-driven decisions about paid advertising. You can truly learn from your data, optimize ad spend, stop losing brain cells to painful multitasking, and be the hero who puts the business back in control of defining their own success.
So put in your wireless earbuds, crank up the piccolo, and experience effortless organization.
Is it time to see what intuitive, dynamic organization looks like on your advertising data?
Try it on for size in our Advertising Data Standardization Worksheet and Guide.