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   The Client A top 20 interactive advertising agency. The Challenge The agency and their clients were frustrated with the level of detail and lack of relevance that was available using the reporting tools they had. They were able to give their clients stats from their ad serving system such as the number of ads served and the click through rate. Also, they were able to show the clients statistics from the site tracking software such as total visits to the site and busiest day of the week. The problem was that it was impossible for them to join these results together to follow visitors from clicks or views of an ad all the way through to a conversion on the site. The second challenge was that the agency wanted everything they provided their clients to come from their internally branded reporting system because of built in fees for reporting services. The Solution Optimal iQ teamed with the agency to provide the Campaign iQ reporting system. The first challenge was met with the Campaign iQ system by tying together the ad serving data and site tracking stats to creative one cohesive set of reports. Demanding client senior management or agency executives can now easily creative meaningful reports and save them for regular access. These same reports were, in many cases, put on a regular schedule to be emailed from the system to key personnel. The agency is now able to easily justify advertising expense to their customers. Being armed with the information from Campaign iQ they are also able to paint their vendors into a corner. In both cases the agency now controls the scoreboard. The second challenge was met with our private label branding solution. Optimal iQ branded the reporting interface for this agency so all the reports and information appear to be coming straight from the agency to the client. The Result After setting up the Campaign iQ system with very little effort this agency is able to deliver more relevant reports to their clients in much less time. The agency is also able to show the advertising creative team exactly what their design changes are accomplishing in terms of increased site effectiveness. The buyers at the agency can show their vendors exactly what their buy is accomplishing and are now able to use solid facts to renegotiate buys. Finally, to the agency's clients all of this added value and increased sales activity to the website can be attributed directly to the agency. |
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