Every online marketing campaign or strategy requires event tracking as well as performance and effectiveness measurement. TSA’s Tech Ops team helps clients set up these core infrastructure pieces before launching online campaigns and optimizations. From tag management to business intelligence (BI) dashboards, we handle it all. Our team helps and supports every TSA discipline, including SEM, SEO, Display, Paid Social, Conversion Rate Optimization, and Creative Services. We also insist internal departments like IT. We work with clients on various marketing platform integrations and help drive effective solutions to complex problems.
TSA’s tech ops team has a diverse background and significant experience in online media tracking, various marketing platforms, BI reporting, software development, QA as well as data warehousing technologies. We bring decades of tracking experience to the table when we help determine the right tracking strategy for clients’ goals. Our team helps clients visualize the results of the campaign or strategy by providing accurate reports and dashboards built around KPIs and campaign performance metrics.
Here are the types of services we provide our clients:
Tracking Implementation and Audits
Many clients use a Tag Management System (TMS) to maintain tracking tags. Google Tag Manager (GTM) and Tealium are the most common. Over time, these containers become cluttered with outdated tags and triggers, requiring an audit to clean them up. We typically perform an audit while onboarding a new client to determine what tags are on the site, which pages have tags firing, and identify any additional tag implementation needs. After the analysis is done, we work with the client’s marketing and dev teams to clean up the container by removing legacy tags, consolidating multiple tags/triggers, or even by migrating any hard-coded tags to the TMS.
These services help our efforts to drive the correct KPIs and provide true measurement of performance of various marketing strategies.
We also perform audits of web site analytics implementations, such as Google Analytics and Omniture. In addition to the KPIs provided by the above tags, analytics platforms provide deeper insight into website engagement, user analysis and conversions. However, like tag management systems, web site analytics systems can become cluttered over time by collecting data/KPIs that are no longer useful or relevant. Our audit process consists of interacting with the right teams to understand their primary and secondary KPIs. Once identified, we further help our clients clean up the analytics set-up and establish new KPIs. This always involves QA and tech support for our clients’ marketing and dev teams. We also provide attribution model set-up for the various teams based on their specific needs and, to the extent possible, leverage existing marketing platforms such as DoubleClick, Google Analytics and AdWords.
Offline Conversion Tracking
Some conversions take place offline, after a client’s marketing team follows up with a web-generated lead. These types of conversions are typically tracked in the client’s customer relationship management (CRM) system, to which marketing platforms usually don’t have direct access. To leverage these types of hard-to-get data, while respecting regulatory guidelines, custom solutions and platform integrations are needed. These integrations quickly become technologically challenging. Our team helps clients and internal marketing teams with such issues by driving innovative solutions. We also work with clients’ dev teams to help build necessary back-end infrastructure for these integrations. Such rich data sets have helped marketers optimize campaigns towards the more qualified conversion metrics that are pertinent to the client.
Business Intelligence Dashboards & Reporting
Our team provides our clients with BI dashboards and reports that are used to track KPIs, metrics and other relevant data points. These dashboards are capable of collecting data from various data sources such as Google Sheets, client databases, cloud drives as well as vendor APIs. We use cutting-edge BI tools to prepare these dashboards. They range from executive-level “topline” aggregated views that can be filtered by channel, vendor, engine, device, etc., down to specific vendor-level creative dashboards. We work with clients to determine their reporting needs and deliver the most accurate, relevant and timely dashboards tailored to them; we utilize these dashboards and tools to manage campaign budget pacing by account and vendor to make the most out of clients’ budgets; and we work with internal account management teams to provide daily pacing updates through these dashboards and set up alerts as needed.
Using our tools and infrastructure, we automate report creation and delivery to provide key stakeholders relevant daily, weekly and monthly performance reports. We help schedule dashboards, reports, and even individual KPIs to be delivered to specific recipients on a regular reporting cadence. We also work with various client teams to provide ad-hoc analysis and can output the data in a variety of different formats, depending on client needs (Excel, CSV, PDF, PNG, PPT, etc.)
The Technical Operations team is dedicated to helping clients achieve their goals online. You can learn more about us on our Marketing Analytics services page.
Check out more articles in our The Search Agency Team Spotlight series and learn about our Creative SEO, Product Feed Management, Creative Services, Display and Paid Social and Paid Search teams, too!