Stop Leaving Money on the Table: Bridging the Reporting-to-Optimization Gap
Deriving insights from reporting is almost as difficult as compiling said reporting from ever-fragmented tech stacks. But then turning around and executing on those insights quick enough to jump on hot trends? Oh boy, another Herculean effort.
Good news: It doesn’t have to be so hard! Our webinar—From Analytics to Revenue Optimization in Record Time—November 19, 2020, provided publishers with several strategies they could immediately take to their reporting and optimization workflows. We also went a step further and analyzed where automation can build a ridiculously fast and effective feedback loop.
While the full webinar is definitely a worthy watch, we’ve culled a few choice highlights for you.
Unifying data is a huge issue: In the publishing industry, there’s always a constant challenge of getting all of your data—both online and offline—connected in one place for a holistic view of the business. The lack of connectivity is holding businesses back from performing at top levels and bringing in all of the revenue they could be bringing in.
Blended data vs Unified data: Daryl McNutt, SVP Marketing at TapClicks, talked about the fact that while it’s important to bring all of your data into one place, each unit within a company has different needs. Tools that blend data, instead of just unifying can provide the flexibility to address each and every situation that your company needs to draw insights from. For example, knitting together performance data and billing data and automating that data to change the way you do billing.
Stop 🛑 leaving money on the table: Far too often publishers are using their data to take a look back in time to what happened last month, for last month’s reporting and billing—not thinking about what’s happening today. As well, the dashboards that are being used are only representing one part of the picture. You want to be able to pull in all the data sources, even the ones without APIs and you want to keep them connected. You need good accurate real-time data to drive the business and then you’ll leave less money on the table.
Publishers need to have a high fill rate: Without a good data strategy, you’ll miss out on the opportunities for managing operations on a daily basis. You want to be able to keep your eyes on the KPIs in real-time. Visualization is a game-changer in that regard. It’s not enough to have all your data in one place. You need to be able to tell the story of your business through various insights. For instance, looking at a combination of impression and fill-rate trends, while being able to look at each individually or by channels.
You need data to make the sale: Sales and ops have to work better together to keep clients happy and uncover revenue opportunities. With a visual tool like a Revenue Risk Report, together both teams can visualize places where you’re missing revenue opportunities. As well, follow through on every step of your client’s campaign. “Hey, where’s that creative?” Automation can help operations go from being a cost center to aligning with the revenue side of the business. Applying smart automation to processes that were typically done manually allows for:
- Billing earlier
- Eliminating fat fingering (Ooops, I made a mistake!)
- Improving cash flow
- Conducting faster reconciliation activities
Be sure to also check out the webinar presentation!