Analysis and insights for improved marketing intelligence

Big ideas and creativity translate into attention and impact – even in the digital world. But what makes digital marketing so efficient is the nearly total transparency of all measures and the ability to optimize them almost in real time. Analysis and insights gained by digital marketing help companies to better understand their target audience and to develop targeted marketing intelligence. The data allow us to control campaigns more and more efficiently, and to determine information such as the optimum number of ad contacts for reach, sale, or brand goals.

Neo@Ogilvy uses the most advanced technologies and systems in order to constantly measure the success of digital campaigns and concepts and to generate informative insights. We measure the entire customer journey – from the initial advertising media contact to landing pages to conversion in an e-commerce system or even responses to a newsletter. A high-performance database system which supports all online marketing activities forms the backbone of our strategy.

Every customer contact is recorded in the Oracle databases and can always be traced to the initial contact. For example, it is possible to use a long-term view in order to document that a buyer was “hooked” by a specific advertisement on a particular advertising vehicle, participation in a lottery, and various e-mail marketing promotions. Not only is this approach used to develop marketing intelligence, it also makes it possible to simultaneously optimize the online strategy in order to maximize the return on investment. Our systems contain data for many billions of transactions; these data form the basis for the development of successful new campaigns and promotions.
We cannot get enough analyses and insights, since we know they are the key to efficiency. For example, post-view tracking permits the allocation of visits and sales per unique user up to 30 days after ad view. We have developed tools and methods in order to quickly measure the qualitative success of internet branding campaigns. This means we can precisely control and optimize these campaigns. We use our high-performance web analytics systems in order to document user behavior on websites and find information required for a redesign.
Instead of keeping knowledge and insights to ourselves, we pass this information on to our customers in a timely manner. We use self-developed, highly automated reporting systems that generate management summaries via HTML e-mail, weekly cost reports, individual media reports for all markets, etc. These systems can be integrated into existing databases and processes for each customer.

While customer specific campaign insights are, of course, top secret, we make our general analyses and studies regarding specific markets, technologies, or topics such as online branding or frequency capping available to all interested parties and publish this information regularly.

After all, transparency in the key driving force behind digital marketing.