Why We Became A Qualified Display Advertising Firm That Refuses to Sell Advertising

by Alex Reid

Napkyn Analytics is very proud to share that we have successfully earned DoubleClick Campaign Manager Individual Certifications (DCM IC) across all of our department teams. While we have been helping our clients measure marketing performance for years, these certifications mark an important milestone in our agency’s development. One that will ensure we continue to provide state-of-the-art digital analytics services that our clients need to compete in an ever-evolving industry.

But deciding to take on the DCM Certification did not come without a considerable amount of introspection.

As a digital measurement-only agency, we have historically steered clear of the digital advertising space. Culturally, we believe that advertising and performance analysis are two distinct practice areas, and that there is inherent risk and limitation in allowing an advertiser to write its own report card. Having zero stake in the results of an advertising campaign (or any digital initiative for that matter) allows us to provide an unbiased, third-party perspective on our clients’ wins and losses, no matter the results. This creates a high level of trust in data at all levels of a client organization, and helps our stakeholders have important conversations and make decisions that lead to meaningful (and directly measurable) improvements.

So, after digging our heels in on this position, why did we encourage our team to get DCM Certified?

Here are three of the big reasons:

You Can’t Analyze What You Don’t Understand

While we have always had a strong practice around marketing campaign analytics, client requests are becoming more sophisticated.  As a Google Attribution 360 Certified Partner, we needed to go farther than simply understanding how a campaign generated an impact – we needed to understand how the campaign was created.  Developing internal expertise on how advertising is executed lets us be better at analysis. Even though we don’t want to drive the adtech racecar, we should know how to build one. 

We Implement A Lot Of AdTech Tools

Many of our customers rely on us to build, maintain, and assist in the governance of their analytics technology stack.  We have always helped our clients create solid data layers, and we regularly implement advertising tools into tag management systems like Google Tag Manager (GTM) and Tealium IQ.  Expertise in how these tools are used has allowed us to even better partner with clients and their agencies on setting up adtech to be highly accurate and more effective.

Data Isn’t Just For Reporting Anymore

Because of the increased accountability on marketing teams, compliance requirements (like GDPR), and advances in adtech, advertisers are increasingly using their own data to power advanced programs in display, direct marketing, and client outreach.  Some of the most critical data for these programs exist in the digital analytics infrastructure (think audience creation in Google Analytics). We needed to become more conversant in the execution of advertising to ensure that the right data is always available at the right time.

Through the development of our Digital Attribution Enablement program, and our continued exploration of the latest capabilities of our partners, from Tealium AudienceStream to Google BigQuery, DoubleClick to ObservePoint, our team understands that the future of success in digital analytics relies on helping digital analytics teams have a bigger voice at the table to help direct (and even drive) marketing outcomes. While some may consider it a buzzword, data-driven marketing that sees a marketing team leverage the insights of digital analytics and the real-time power of machine learning to drive meaningful digital experiences, is already moving from an ambition to an essential requirement of success.

Beyond digital marketing action, however, we’re observing a growing demand among CMOs to understand how their investments in digital experiences result in a needle moving on the balance sheet against profit, margin, or loss. They’re also looking to understand how analytics insights captured from digital experiences can be used to inform broader mixed-marketing strategies. This is a fundamental shift from even a couple years ago that saw digital teams reporting exclusively against the key performance indicators for their department.

In short: we’re now a fully qualified display advertising firm that refuses to sell advertising.

How can we help your marketing team compete with digital analytics? Give us a shout and we would be happy to tell you about what we’re developing, and what we can do for your business.

Alex Reid

Lead, Marketing and Partnerships

As the Lead of Marketing and Partnerships at Napkyn Analytics, Alex is responsible for continuously developing Napkyn's leadership position in the industry of digital measurement, and managing our relationships and opportunities with our most strategic industry partners including Google, Tealium, and ObservePoint. Connect with Alex on LinkedIn and Twitter! https://www.linkedin.com/in/alexandradreid/ @TechAlly

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