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The Role of Campaign Optimization in Stewardship

November 05, 2009

Posted by: Michael Deichmiller in Stewardship

The ability to track an action in the online space is not new to advertisers or agencies, but tying it back to specific ads (banner and search) is a relatively recent advancement.  No longer is it cutting-edge to simply know which publisher or creative resulted in a click.  Marketers now have the ability to attribute specific exposures to any number of desired actions on their website or landing page.  This in turn provides an opportunity for improved campaign stewardship

While this type of online tracking requires considerable pre-campaign planning and ongoing attention throughout a campaign, it provides invaluable data to improve and optimize in real-time.  This type of data allows for enhanced reporting which in turn provides enhanced insights into ROI and awareness metrics.

Technological advancements in the tracking of digital campaign are happening at an astonishing rate and any advertiser or agency committed to stewardship should utilize them to their full advantage.