Successful campaign management in digital advertising today requires not only data, but also innovation in how to leverage that data. PMG has a team dedicated to those efforts. Their goal is to figure out how to pull in 1st- and 3rd-party data into experiments that will yield new and improved strategies across channels.
Some examples of the team’s work include:
- Leveraging product feed inventory data to dynamically pause or activate ads related to products that either went out of stock, or returned as available for purchase.
- Mapping calendar initiatives to dynamically adjust bids based on retailers’ outbound marketing email schedule.
- Creating a series of structured rules to automatically identify and remove poor-performing campaign elements over the course of a defined time period, thus minimizing media waste.
- Developing an award-winning proprietary algorithm that first calculates bid modifiers for audiences, geography, and devices (based on integrations with clients’ analytics platforms), and then automates daily bid adjustments (directly in ad platforms) accordingly.
The Data Innovation team at PMG is a critical contributor to everything we do on behalf of our clients. To learn more, contact us today.