This is a great article from Adweek on the use and value of analytics to measure and evaluate campaign effectiveness. It’s poignant to show how analytics can be used to set benchmarks and measure against predefined goals but not to drive all marketing decisions.

At BDX we’re continually monitoring our most effective display campaigns, measuring consumer engagement, frequency and messaging strategies to drive the most value for our advertisers.  As a result, we’ve seen a continual lift in our sites effective CTR and have helped many advertisers reduce their eCPC and drive meaningful traffic back to their site.  Unfortunately, we only have insight into one side of the story. What the consumer does beyond the click is left to the trusted hands of the builders’ marketing team.

Working with a national builder, I was alarmed when I saw a drop in click traffic when a new campaign was launched. But after talking with the builder they showed a greater lift in back-end action and stronger lead conversion.  The banner and analytics justified their assumptions and didn’t just direct their marketing decisions.

We’re always looking for new ways to improve campaign performance and are happy to work with builders for A/B testing and creative review. Have you run a campaign where analytics provided insight that you would have never considered?

For more information about Display Marketing Strategies contact Thane Tennison, Advertising Manager for the BDX.