Week 7: Conducting Campaign Data Analysis @Digicom

Hi everyone, thanks for tuning in for another blog. I have been learning a lot from my experience at Digicom. Every morning during the week, I begin my day by conducting campaign data analysis for a few of Digicom’s clients. I have taken away a lot of key concepts from doing this. I have started to appreciate the complexity of running digital paid advertising. There is so much data involved in tracking an advertising campaign. In previous blog posts, I have covered some of these metrics, such as CPM, CTR, CPL, CPA, and CTR. If you are interested in learning what these metrics are, please take a look at my Week 3 blog. But those are just some of the metrics. One of the key metrics that I report on when I conduct data analysis is ROAS. ROAS stands for return on ad spend. It is calculated by dividing business revenue by total ad spend. If a business has a ROAS of $2, it means that for every dollar they put into advertising, they will get $2 back. As you can see, measuring the ROAS of a business’s advertising budget is important for measuring the success of the campaign.

Another concept that I have taken away from conducting daily campaign data analysis is the importance of updating the campaign. It is crucial for advertisers to set up an advertising campaign with the right creatives and audience targeting. However, after the campaign is launched, the work doesn’t just stop there. Certain ads that have a great ROAS one day might change by the next. In order to account for changes in campaign results, it is crucial that advertisers are always testing both new audience-targeting strategies and creatives. If you would like to learn more about the importance of creative testing, please take a look at my Week 4 blog.

Overall, my experience at Digicom has allowed me to learn a lot about digital advertising. I am very thankful to Digicom for giving me the opportunity to carry out my senior project through them. In next week’s blog, I will explain more concepts and strategies that I will learn. Thanks, as always, for tuning in for another one of my blogs.