Problem

Internal employees were finding that they were unable to keep track of running advertising campaigns and delivery fully accurate reports to clients due to the steps required to pull daily reports from the different platforms.

Solution

Rainmaker is a campaign management tool allowing the ZEFR Ad Operations teams the ability to plan, execute, track, analyze and optimize advertising campaigns. With the use of this tool, ZEFR is able to deploy and optimize customer advertising budgets across multiple channels and formats.

The largest ask of this project was the creation of the Campaign Delivery Report.  The campaign delivery report tells how well we are delivering against the target budgets for each individual line item. From there it is known if we need to optimize the campaign in increase delivery.

• Daily report which displays combined Adwords and DSM data to summarize metrics from our ads of the the previous day.
• Disseminated through the day to the sales and ad ops teams.

Major Features of the Campaign Delivery Report

• Automate the creation of this report which generally takes 2 hours a day to create
• Allows user to see combined data for DSM and Adwords providing a more complete picture as to the metrics from the previous day
• Provides one central location for users to access report
• Users can create custom views of the report to meet their needs
• Provides a quick and easy way for data to be exported

Other Major Features of the Project

• Aggregates full campaign metrics across the three ad platforms: Trueview, DFP and Adwords
• Campaign Performance Data
  • Campaign performance broken down by ad types into:
    • Best ad types for generating impressions
    • Best ad types for generating clicks
    • Best ad types for high click percentage
  • Highlights campaigns with problematic metrics
  • Detailed daily breakdown of individual ad performance data
  • Highlights campaign over-performing in suggestion that the user opt to reallocate resources towards the problematic campaigns
• Reporting
  • Automation of rollup and performance reports necessary for the monitoring, optimization and summation of campaigns
  • Timely charts displaying campaign and ad breakdown of impressions, CTR and cost

Results

• Creation of the Rainmaker tool, coupled with the Campaign Delivery Report reduced the amount of resources (from 8 employees to 3 employees) needed to provide the necessary custom reports to maintain current users.
• Supported the expansion of services from the average of servicing 12 clients to having the ability to support  25 clients.
• Generally internal users would spend 2 hours each morning downloading, copying and pasting data into report templates. Post Rainmaker, all reports for various sources  were ingested and report templates populated prior to users arriving to work. The entire process, including the new process of reviewing pre-populated templates had been reduced to 20 minutes.