Opinions vary as to how best to keep your business alive during the crisis – to reduce activity and save money or to continue growing and investing in advertising. Practice has shown that most often the losers are those who abandoned their advertising investments, waiting for better times to come.
To determine which advertising investments will be the most profitable experts use various technologies. This article does not set itself the task of acquainting specialists with the whole variety of marketing statistical tools. We suggest that you focus on the DDA technology – data-based attribution. Details are in https://www.owox.com/blog/articles/data-driven-attribution/.
DDA as one of the variants of marketing statistics occupies a special place in advertising analytics. Indeed, unlike traditional models here it became possible not only to identify the position of the source of conversion but also to assess the degree of its influence on the final result.
Based on the foregoing it is not difficult to guess that DDA is a mobile model that will be different depending on the specifics of the business and advertising campaigns.
Content
- General Provisions
- Google services at the service of DDA
- Google Analytics 360
- Google Ads
- Search Ads 360
- OWOX BI
- Summary
General Provisions
You already know that DDA, being a unique statistical tool, allows you to significantly deepen the analysis of the various advertising channels influence on the desired result of marketing activities. And of course such multichannel models do not remain outside the area of attention of companies engaged in various software products in advertising. And the leadership here belongs to the Google corporation, which offers various revolutionary developments including the field of intellectual statistics.
Google services at the service of DDA
- Google Analytics 360
What were the specialists trying to achieve while developing this advertising analytics tool? Everything is very simple. Google Analytics 360 aims were to improve significantly the quality of information which reflect the various stages of interaction with real and potential buyers. It is no coincidence that the product name contains the number 360 which speaks of the service’s ability to track and provide information on the full range of multi-channel interactions with customers.
So the main task of the service – to enable marketers to understand and analyze user behavior when they interact with advertising channels and then assess the degree of their impact on conversions, purchases, etc. And in addition to solve this main task Google Analytics 360 has another undeniable advantage. This is the ease of using the tool by specialists and the ability to obtain information from various internal and external sources.
- Google Ads
Another Google service which works with DDA is Google Ads. This service is not better or not worse than GA. Google Ads and GA have some differences and one of them regards to the conversions calculating methods. The difference in the methods of calculating conversions makes it possible to use a particular service, depending on the goals of advertising analytics.
The features of Google Ads which distinguish this service from a number of similar ones include:
– emphasis on the date when the user entered to the ad;
– 3-hour period for updating reports;
– self-tuning of conversion accounting for one session;
– no effect of disabling cookies on conversion tracking;
– accounting of calls of a certain duration;
– transparency of the entire chain of “clicks”, including “clicks” from different devices;
– variability of registration of conversions from different accounts
c) Search Ads 360
As part of the development of software marketing and advertising products the Google corporation re-branded some of its services and entered marketing analytics with such a tool as Search Ads 360. It should be noted that this Google product is already familiar to specialists, but now its capabilities have been significantly improved.
The Google corporation provided for the integration of various analytical marketing services into a single platform. This means that it is possible to work with Search Ads 360 within the framework of Google Analytics. This is very convenient when specialists are processing information from various sources but within a single console.
What other opportunities does Search Ads 360 offer?
1) Convenience in the creating of various records
2) Simplicity of managerial actions within several advertising campaigns
3) Ability to automatically create advertising campaigns
d) OWOX BI
Familiarity with different services for marketing analytics leads to the understanding the amount and variety of information that specialists must work with, the variety of sources, formats, languages of this information. And according to this fact we can make a obvious conclusion that there must be a tool that allows us to integrate quickly different information from various sources into the service selected for analysis.
And such a tool really exists. This is OWOX BI. In the language of OWOX BI specialists and users this advanced tool allows you to successfully focus on business tasks, as it optimally combines disparate data and quickly uploads it to the GA for further analysis. And it`s very important that the information can cover a period of the six months prior to the analysis.
The bonus of using OWOX BI is the ability to fully manage all the requested information by specialists as well as the mobility and ease of connecting this service to work within the framework of the DDA.
Summary
An obvious conclusion follows from the foregoing. To work with DDA the software market offers various tools for collecting, analyzing and documenting information about the results of advertising. In order to choose one or another service for themselves specialists need to take into account the goals and volumes of their advertising campaigns, the tasks of achieving the final results, as well as the technical, budgetary and resource capabilities of their business.