"Marketer's Note" is a weekly column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O'Connell, Director of Research, AdExchanger Research.
Last week, I had a wonderful conversation with an interactive lead at an independent agency as part of my ongoing “When and How to Take Programmatic In-House” research (for which I’ll be presenting the findings at our September Programmatic I/O conference), which reminded me of the hugely important, but wildly undervalued, importance of well organized operational efforts in effective media programs.
What do I mean by that? Well in this instance, I’m talking specifically about naming conventions in campaign and placement set-up. What this agency executive told me was:
“Analytics and operations are inevitably tied together. The operations side of it is super important: what you traffic in is what you get out. You must be really methodical in how you traffic things – you’ve got to be able to codify it in some way shape or form – which publisher, what placement, which audiences. We have an ability to meta-organize the data because of the way we have folks setting things up.”