Google Data

In this first infographic, we look at who is driving social strategy and who is paying for it. As social becomes more integrated into the overall digital and brand strategy, the key players are starting to change. Want to see where the influence is shifting? Just follow the money.

• 45% of companies with revenue over $1 billion have 50+ social employees.
• Marketing, PR, and Customer Experience are the top teams with a stake in social, yet social impacts up to 10 teams across the enterprise.
• 68% of companies expect to increase social spend in the next budgetary cycle, indicating that social’s role in the marketing mix is recognized and prioritized.

Search marketers managing multiple campaigns across multiple accounts have to visualize their data in many different ways and tailor reporting for each group of stakeholders. Often, this means spending time pulling and aggregating reports, building macro-enabled spreadsheets, and wrangling your data into a specific format for a specific presentation — only to do it all over again in a slightly different way the next time around.

DoubleClick Search believes in making search marketing faster — and over the past year we’ve invested in time-saving features like bulk editing enhancements, new scheduling options, and automated rules. Today, we’re excited to announce executive reporting, a fundamentally new way to report on and share your search campaign data.

With executive reporting, quickly get to the insights you need. Take the data from all your search campaigns, segment as needed, present it in an easily consumable visual format, and share with team members and stakeholders — all within the UI, without spending hours downloading, reconciling, and updating spreadsheets.

As we designed executive reporting, we worked closely with our clients to ensure our solution was built to address the unique needs of search marketers, agency account managers, and executives. Matt Grebow, Sr. Manager, Search Marketing at TSA, who participated heavily in our feedback sessions, shared his needs for richer export fidelity with the engineering team.

“Most reporting platforms let you export data in a raw format, but this means extensive formatting in Excel and a lot of coding. DoubleClick Search Executive Reporting is flexible enough to use across clients with different goals. We can create templates on the fly and export reports in a client-ready format.” 

Three ways to get started with executive reporting

1. Daily account management and stakeholder communication: As an account manager, you can easily pick the subset of data and the visualizations you need for each set of stakeholders. The reports will stay up to date, and you can have them ready for meetings, or download and share through email at a moment’s notice — saving you time for strategy.
2. High-level team management and oversight: As a business leader, you can see an overview of your entire business in one place. If you’re needed for an escalation, you can quickly pull reports to understand account health and spot issues — so you’re never unprepared.
3. Market insights for competitive advantage: Another advantage of seeing your entire business at a glance: if you manage a large volume of accounts, you can quickly analyze market-level data and see which account or campaigns are underperforming. Then, dig in to understand why and get them back on track. 

Keep an eye on the blog next week for a follow up “Success with DS” post on how the get the most out of executive reporting. In the meantime, give the new reports a try and let your account team know what you think. If you don’t see the ‘Executive Reports’ tab in the DoubleClick Search interface, ask your account team to enable it for you.

Over the coming months, we’ll continue to invest in easy, flexible reporting options for DoubleClick Search. If you have a data warehouse, business intelligence tool, or visualization software and you’re interested in seeing your search data alongside other metrics for reporting purposes, check out our reporting API, currently in open whitelist.

– Payam Shodjai, Senior Product Manager

• Near-real-time trend detection: We use both past and current data to predict future trends.  Our bid optimization takes into account seasonality, holiday periods, and sudden spikes in demand due to offline events like weather, accounting for fluctuations in traffic around external events.

• Performance-based spend allocation: DoubleClick Search intelligently allocates budgets dynamically to various keywords, based on their performance.  It considers the opportunity cost of each keyword and allocates spend accordingly.

• Portfolio bidding for low-volume keywords: These keywords are often overlooked by manual or simple bid optimization methods, as they provide little or no data to use. However, ignoring long-tail terms can add up across the board—leaving opportunity on the table. DoubleClick Search groups similar keywords together and bids on them as a whole.

• Tying inventory levels and promotions to search campaigns, in real-time
• Boosting performance with retail-specific bid optimization strategies and best practices
• Finding more cross-channel opportunities through remarketing tactics

(Cross-posted from the DoubleClick Search blog)