Hey! In this edition of the Data & Marketing Science newsletter, you’ll find an explanation of our new Marmotta tool in the Data Spotlight, an explanation of the AV Planning Automation Tool in Data Deepdive, and a case study on website optimization based on UX research in Market Trends.
Data Spotlight – Marmotta
Marmotta automates consent compliance for advertising and campaigns. Our new tool effortlessly scans hundreds of web pages for marketing and analytics tag and user consent adherence. This will ensure your client websites and campaigns respect user privacy standards. Through regular, standardised, automated checks, it will reduce data privacy risks and save lots of time.
With Marmotta – our tool and service developed in-house by our Marketing Engineering team and Digital Analytics team – you can offer compliant media and campaigns to your clients.
Want to learn more? Contact us
Data Deepdive – AV Planning Automation
With the new AV tool, specialists can plan their campaigns faster and more effectively. Thanks to AI, all possible scenarios are automatically calculated, so you get direct answers to questions like “What is the best package target group for my client?”, “How do I optimally distribute my budget across Ster, Ad Alliance, and Talpa TV?” and “Which package selection best suits my flight?”. The algorithm uses historical flight data, volume prices and price indices, the age structure of the target group, the campaign duration, and the budget distribution to predict the impact on GRPs and reach. This ensures you always make a data-driven decision and get the most out of your AV campaigns.
This week, the first AV specialists will be testing the first version of the AV planning tool.
Watch the video
Market Trends – Case: Website optimization based on user research
User research examines how a website is actually used by people. Test subjects go through a site with an assignment and share their thoughts aloud. This often reveals problems that you, as a marketer, wouldn’t readily think about.
In collaboration with Valsplat, user research was conducted for a funnel redesign for DELA. This research led to many different optimization opportunities, which also led to a great result. Read more below.
Agenda
Internal training & events
- KPI setting for and with your client – April 1st
- GA4 introduction – April 10th
- Create your AI-assistant – April 10th
- Create your AI-assistant – April 17th
- BigIntel: How research data helps you and your clients – April 24th
External events
- Data Driven Digital Marketing Event – March 20th
- Emerce Conversion & Analytics – April 10th
- MeasureCamp Amsterdam – April 12th
