Case Study: Incremental Ad Dollars Through Insights
Situation
Company X created a new On-Site Ads product, and the Account Management/ Sales team was drowning in conversations they were not prepared to have data - wise. We needed to build the initial baseline of reports for transparency as a first task and then build on that for incremental reporting. NB: Incremental testing was going to be a tricky task due to ad ecosystem constraints.
Action
DSI led the team to build out 2 catalogs of reporting: 1) base line metrics (imps, clicks, PC trans) and 2) the incremental ads value reporting, with both at scale for all clients. My team then partnered with the commercial teams to coach them on how best to leverage the data for objection handling.
Takeaway
At the time I started partnering with the org, I was the most seasoned Ad player and brought my experience to the entire organization to modernize the offering in record time across all functions.
Results
Not only did the reporting support a 5X growth of the Ads Business Unit in a year, which made it the most successful product launch during my tenure.
Sales began to change their selling approach from spend based to outcome-based conversations, due to the Data team's coaching.
DSI was able to democratize advertising lingo and best practices, and we modernized necessary themes in less than a year, such as Incrementality and ROI.
