AdOps for Agencies Simplified: In the know with David Tyler!

David Tyler: What’s our #1 service for media agency clients?

Ganesh Babu Natarajan: Our game-changer is real-time campaign reporting. No more manual downloads and spreadsheet headaches! We automate the process so you can assess campaign performance instantly. Before the launch, we build a marketing mix model using past data. It helps us recommend initial spending levels for each channel. We fine-tune based on real-time results.

David Tyler: Do you recommend a specific platform for real-time reporting?

Ganesh Babu Natarajan: We’re platform agnostic, but many love Salesforce Marketing Intelligence Cloud (formerly Datorama). Our team is Datorama-certified and excels in creating media dashboards because it has APIs that allow them to export their data, and it’s widely available.

David Tyler: What can we do in Salesforce Marketing Intelligence Cloud?

Ganesh Babu Natarajan: We craft media dashboards for detailed insights and automate data visualizations. Unify performance views and pinpoint cost-efficiency opportunities. We consolidate data from various campaign sources using ETL (extract, transform, and load) that lets us consolidate data from multiple campaign sources to create dashboards and visualizations.

David Tyler: Does your team need to do much data integration and mapping to support your clients?

Ganesh Babu Natarajan: Our team integrates data from multiple platforms – ad servers, DSPs, SSPs, Google Analytics, you name it! This breadth of data allows us to understand what happened in a campaign, and provide the agency with actionable insights.

David Tyler: What can you tell us about Looker Studio that agencies have been buzzing about?

Ganesh Babu Natarajan: Looker Studio is a data visualization platform part of the Google Analytics 360 suite. It swiftly unveils campaign performance across search, social, and programmatic channels. It empowers agencies to provide data-backed insights for
smarter client decisions. It’s a game-changer!

David Tyler: Are the numbers on our dashboard a snapshot or real-time data?

Ganesh Babu Natarajan: They’re real-time! When we set up a Looker Studio for an agency and they notice a part of their campaign underperforming, they can make necessary adjustments on the fly. Real-time data empowers agencies to stay agile and responsive to changing campaign dynamics. It’s like having a live pulse on their marketing efforts.

David Tyler: Do you analyze data for insights?

Ganesh Babu Natarajan: While we provide agencies with a wealth of data, the real magic happens on their end. We assist by integrating and mapping data sources, creating informative dashboards, and flagging any issues we spot. When they encounter challenges with data from specific channels, we’re there to troubleshoot.

David Tyler: What’s your approach to building marketing media mix models?

Ganesh Babu Natarajan: We’re all media certified, including certifications from Google, and social media channels, and proficiency in display and programmatic advertising. We excel in marketing analytics, dissecting campaign performance, and deriving actionable insights and
findings. From implementation (GA, GA4, GTM) to reporting, we ensure precise data collection and deliver insights on various aspects, such as the quality and quantity of website traffic and the user journey.

David Tyler: Why partner with the Insights & Analytics team?

Ganesh Babu Natarajan: Partnering with us means tapping into our unique blend of deep digital media understanding, robust data skills, and technical expertise—qualities rarely found in the industry. This fusion of skills is why media agencies choose us for enduring partnerships, gaining a competitive edge in the rapidly evolving landscape.