excellence in marketing technology
The collection of data on websites, in apps and other devices is to be scalable and done with minimal IT effort plus in compliance with data protection.
Data Collection therefore comprises two subsectors:
Tag Management systems offer the flexibility to implement new tags (e.g. conversion tracking) quickly and with little IT effort. We offer introduction, configuration and customization of these systems for Google Tag Manager, Adobe Launch, Tealium IQ and Commanders Act Tag Commander.
Consent Management tools can be used to ensure that data is only collected with the consent of the user. In addition, these solutions offer a well thought-out and UX-optimized design for the consent query. Our implemented consent management solutions include among others OneTrust, Tealium, Trust Commander and UserCentrics.
Data Management includes storing marketing data for aggregation and detailed analysis in databases (e.g. BigQuery). Data Management solutions are used in addition to Digital Analytics and AdTech tools in order to meet more advanced requirements.
Analyses should always start with the company’s marketing and business objectives. Analytics is used for strategy alignment and optimization of all digital touchpoints (owned, earned, paid) as well as for marketing activities to achieve these business objectives.
At mohrstade, we understand Analytics Services as two disciplines that are becoming increasingly intertwined: Measurement and Data Science
Measurement aims to optimally configure Digital (Web & App) Analytics software to efficiently capture and analyze business-relevant data.
Measurement projects typically include the following project steps:
- Tracking documentation
We mainly work with the following measurement solutions: Google Analytics, Adobe Analytics, Firebase Analytics (Google Analytics for Firebase) and Adjust
Data Science is the act of engineering value from data. In the following analysis projects, we can rely on a great deal of experience and expertise:
- Marketing attribution
- Shopping cart analyses
- Recommendation engines
Analysis results on paper are usually not very useful. In our Data Science projects, we therefore attach particular importance to automatically making our Data Science results available to AdTech tools (e.g. Search Ads 360).
We support companies in the implementation of Marketing Activation technology that enables an automated use of marketing data and analysis. In Marketing Activation technology, we distinguish between Customer Data Platforms, AdTech software and holistic Marketing Cloud solutions.
Customer Data Platforms
A Customer Data Platform (CDP) is a holistic Audience Management solution for companies. In a CDP, audiences can be managed centrally and synchronized with all marketing tools. Furthermore CDP solutions offer functionalities to integrate personal identifiable information (PII data) and online user behavior data (first party data). This enables a targeted address and control across all marketing touchpoints. We support companies in the selection, implementation and setup of CDPs. Some of our partners are Adobe, Tealium, Zeotap, Piwik and CommandersAct.
AdTech software enables marketing managers and advertisers to capture their campaign marketing data, optimize it automatically and thus achieve efficiency gains in marketing control. For this, useful marketing data is particularly important. A good marketing database not only requires the correct collection of data on the website, but also an enrichment of this data with further (marketing) information.
For example, adjusting the order value based on a previously estimated return probability can be used to improve bid optimization with algorithms. Likewise, many highly profitable marketing use cases can be implemented with the support of Data Science methods with AdTech software.
Here we can build on a lot of experience with the following AdTech tools:
Display & Video 360 and Search Ads 360, Campaign Manager
In terms of data democratization, data and analysis results should be available to all relevant business areas and easy to understand. Extensive reports as well as concise dashboards are indispensable tools for managers in modern companies. We mainly work with Google Data Studio and Tableau.