July 15th, 2010 | Published in Google DoubleClick
Here is a great case study about DoubleClick's relationship with Havas Digital and how it has translated into Havas driving better results for its clients. For more than 10 years, Havas Digital has used DoubleClick services to help deliver and tweak hundreds of online advertising campaigns.
The worldwide group of agencies under the Havas Digital banner uses many services from DoubleClick, including DoubleClick for Advertisers (DFA) and the data transfer solution that feeds Havas’ powerful in-house digital marketing decision support and optimization system, called Artemis.
Artemis is Havas Digital’s proprietary digital campaign management and optimization system that enables users to collect and evaluate data to gain a better understanding of advertising campaign performance.
The system helps marketers optimize digital campaigns through insights into consumer behavior such as website visits, search clicks, banner or video exposures. Artemis also matches digital exposure data with website sales and customer lifetime value metrics.
DoubleClick’s data transfers power some of Artemis’ most advanced solutions, providing marketers with fresh insights that far outpace run-of-the-mill metrics like click-through and conversion rates.
The best data available
With DoubleClick’s data transfer solution, selected DoubleClick ad server log files are available every morning for download by clients. These files contain the best data available to help analyze online consumer behavior, including detailed information on an advertiser’s impressions, clicks or conversions (or Spotlight events).
After this data is fed into Artemis, seasoned analysts from Havas use Artemis’ automated Advanced Reports to help optimize the media spend for hundreds of name-brand advertisers. Often this involves making recommendations on tricky issues like optimal ad reach and frequency, streamlining the conversion process, attribution weighting for search vs. display, and syncing up numerous channels of online and offline advertising.
Read the full case study to learn more about Havas Digital’s success with clients’ campaigns using Artemis and DoubleClick data transfer.
Global scale and support
With operations in 54 cities around the world, Havas Digital is there for its clients, wherever they are. And DoubleClick is there too, checking in regularly to ensure that Havas Digital has all the fresh, top-quality data it needs. DoubleClick also operates a dedicated network for Havas Digital in Asia Pacific and dedicated custom networks for several clients.
“Our long-lasting relationship with DoubleClick has enabled us to offer the marketplace a truly differentiated service with data-driven decision support at its core,” says Anthony Rhind, Havas Digital Global co-CEO. “The combination of highly granular data from DoubleClick and powerful analysis from Artemis helps us to put solid business results at the heart of our clients’ digital campaigns.”
With high-octane data from DoubleClick fueling the powerful engine of Artemis, this partnership is delivering strategic insights and great results to advertisers around the world.