Having worked with multiple business operations across the digital advertising industry and keenly observing them utilize data for decision making, we (at Artom Technologies) can safely say most organizations that go with gut feeling, assume the risks are lower compared to the benefits. Time constraint, poor planning and low confidence in available information, are some of the common reasons for data not being considered, acknowledged or even at times, perceived as non-existent or not relevant.
When companies make risk assumption based on these conditions, data is usually ignored, and actual risks are far more dangerous because they have an impact that is slow, long term and at times, irreversible.
As an example, publishers predict that newly launched pages will garner billions of page views within a matter of days, purely based on assumptions; advertising monies are accrued and accounted as predicted revenue to the top management. Advertisers are guaranteed unique views and impressions or clicks. Ads are setup to deliver billions of impressions in various platforms and the stage is set for launch. Post launch, the result is far lesser page visits; the billion page views is reduced to lower, say, millions of impressions. Revenue predictions are again readjusted based on new assumptions and Advertiser expectations are reset. This cycle goes on and on until the relevance of the content on these pages are lost.
The final impact: Advertisers are left in the lurch and eventually disappointed, the publishers and agencies end up losing money and crucial time, not to forget, loss of potential opportunities and most importantly, credibility and trust. Additionally, the morale and confidence of the team is diminished because of the additional efforts they spend in futility, all due lack of preparedness and usage of data.
The outcome could have been different and positive if only the Organizations spend a little time with data and its analysis (see Pic.), which would take a few additional hours* of data gathering and execution.
*Time may vary based on availability and the structure of the data
Artom understands that each publisher has a distinctive set of core goals, distinguished processes and unique visitors, methods, and distinctive strategies to gather and process data.
Artom partners with Organizations the moment goals are defined and work through the challenges to provide them with the best, most refined, genuine, and on-time relevant data, while also focusing on building and implementing Strategies to achieve the goals.
Reach us to know how we can help you realize your team’s full potential
Website: https://artom.co.in
Email: connect@artom.co.in