Direct Agents started by assigning a team and team lead to the account. The team is composed of search and programmatic analysts that manage campaign spend, messaging, and performance. Campaign strategy is applied across the board, ensuring a consistent brand experience and audience targeting methodology.
All tracking points (media impressions, clicks, conversions, site visits, pages viewed, creative performance, line item performance, keyword performance, etc.) were tagged in order to aggregate campaign metrics within a single platform. This provided for a more holistic view of consumer behavior, and the analytics were used to accurately track path-to-conversion and media overlap. By monitoring each user’s exposure to multiple sources of media, Direct Agents was able to identify efficiencies that would, otherwise, have not been apparent.
Coordination and resource allocation within the team is ongoing, and campaign data flows seamlessly. Optimizations and key learnings are applied simultaneously, increasing overall campaign effectiveness.