Automate status control . The service allows you to automatically generate regular reports on marketing efficiency, product efficiency, competitors, and so on.
Automate status control: the service monitors telegram data how the advertising campaign is working, analyzes its effectiveness and identifies problems, which it immiately reports.
Search and test hypotheses. The DSS system inside the service independently processes data, finds insights, formulates hypotheses and pricts their results.
The Cost of Analytics Mistakes:
Case: How to Make Quality Advertising and Lose on It
To understand how errors at each stage can affect the effectiveness of an advertising campaign, let’s look at one of the cases that we encounter in our work.
The client is a large company with a monthly advertising budget in Yandex Direct of 4.8 million rubles. The company is quite advanc in terms of analytics: there basic steps best is cohort analysis, client clustering, and end-to-end analytics is set up. However, all advertising campaigns are analyz independently of each other, which is partly a mistake.
The thing is that it is better not to consider advertising in a vacuum, because all campaigns influence each other in one way or another. For example, by launching an advertising campaign for brand queries in Yandex search, you take traffic and leads from organic brand traffic. By launching advertising campaigns for queries for which you are at the top of search engines, you take leads from brand search traffic.
So the client’s situation was that the company did not count how many additional leads and sales the advertising brought. Only the total number was count and the results before and after the launch of the campaign were not taken into account. Therefore, the client, despite the fact that he launch high-quality advertising, had no idea how it work and how effective it was.
In order to correct the situation, it was bulk lead necessary to calculate the incremental effect, or in other words, the supplementary effect of advertising campaigns.
The Cost of Analytics Mistakes:
This happen in the following way. The business had clustering, that is, users were divid into clusters, and advertising campaigns into categories. We conduct an analysis and saw that brand advertising in St. Petersburg and Moscow works better.
