Google Analytics Reporting
Automated cleaning and reporting of web ad and search data
Inconsistent web analytics data
A marketing team of a large corporate client had issues with tracking the performance of its web marketing activity: its existing process was labour intensive, inflexible and inaccurate
CPRA was asked to automate and improve the process
It’s the data, Stupid
Again, it’s the data. Multiple users, no formal data model and a difficult data structure.
The marketing data is in the form of an ID and a long string:
But this structure (or rather lack of structure) allows data variations and so inconsistencies:
And this is where the problem starts: it makes consolidation of data difficult; data is inaccurate; difficult to reconcile to other data sources and hard to discern a hierarchy.
And what does “new” mean? How new will new be six months’ time?
On top of this the client’s existing data aggregation process in excel based off downloaded reports introduced further errors.
Three key parts:
- Create a process that can flexibly identify and normalise the data from long strings into a structured format
- Create an automated data process that feeds a dynamic dashboard
- Most importantly, ensure the data model and rules are kept to on an ongoing basis
Whether it’s web data, portfolio data or physical inventory, we’ve seen the same issues and the solutions are similar.
The Data Model
So “es” and “sp” becomes “es” for Spain.
PBOC, PBC and The PBC becomes “the_peoples_bank_of_country”
wsj; wall st journal becomes wall_street_journal
but wsj.dn; wsj.d; wsjd becomes wall_street_journal_digital
and google affinity newsjunkies is nothing to do with the wall street journal
But such tagging can’t be blind, it has to take context into account.
Automated Data Process
Almost the easy bit.
API connections to google (Search Ads 360; Display & Video 360; Campaign Manager) to remove the manual downloads.
Automated run of CPRA’s data model using our modern data analytics tools.
Output to dynamic dashboard on a secure website.
And either on-premises or on CPRA’s cloud platform.
Turning off the tap of bad data: regular calls are scheduled to ensure data is on track and to give notice and agree the naming of new marketing activity.
This is helped by CPRA’s automated data process that automatically extracts and highlights i) new data and ii) existing data that has changed.
Such calls take progressively less time as clients and agencies get used to the new data discipline. Without this it’s was a waste of money for a one time clean.
Flexible, easily accessible and accurate information on marketing activity and responses in a timely fashion.
Transparency of marketing spend and marketing effectiveness. Provides accurate, timely information on the relative performance across regions, channels and formats.
More efficient use of spend; in one case a client’s marketing spend had to be diverted by their agency into crunching the (Inaccurate) numbers.