How Colgate-Palmolive accelerated ad campaign optimization
Industry
Retail and eCommerce
Company size
Enterprise
Region
EMEA
Key results achieved by Colgate Palmolive
Eliminated manual data imports
All manual data operations have been eliminated, allowing the analyst team to focus on developing new, data-driven insights.
Improved ad campaign performance
Having the right data on time allows optimizations to be made more often, leading to significantly improved ad campaign performance.
Revealed new performance data
With historic data available in one place, the team gained a brand-new view of advertising performance and campaign KPIs.
Challenges
Previously, reporting on key digital advertising parameters was largely manual. Local media teams logged into various ad platforms, collected data, and inserted them into Excel templates to create bi-weekly reports. With no automated flow of information, over 25 people were engaged in this slow, manual process to get reports to brand managers in respective markets and the local agency teams.
Since it took days to collect and harmonize the data from all their sources, by the time they arrived with the analysts and decision-makers, the reports were practically out of date. Distributed via email, they were clogging up inboxes and increasing the possibility of a data discrepancy. “It was clear that there must be a much better way of doing this”, says Allan McLuckie, Online Analytics Manager.
"Adverity enabled us to free up a lot of time and focus on actually looking into the data, analyzing the data, and trying to identify opportunities, trends, and anomalies."
Online Analytics Manager, Colgate Palmolive
Adverity's impact
The implementation of Adverity allows teams to easily drill down into granular data visualizations, down to the level of individual ad creatives, so the team at Colgate-Palmolive can make more informed decisions on how to structure future campaigns.
The sharing of reports is largely simplified, and, thanks to a central data repository, teams can now look back at historical data from past campaigns and benchmark current results against previous performance. With huge time savings eliminating delays in getting the data, the optimization process for ad creatives is much faster. “Now we can see which creatives are performing better after just a couple of days and optimize immediately - instead of waiting two weeks or more,” says Allan.
“Adverity helped us a lot in recognizing the pain points and improving the ways we look at KPIs,” concludes Allan, “We were able to identify the need for improved metrics and to change the way things are tracked and measured, to the benefit of our business.”
Find out more about how Adverity can help you today.
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