Data collection on websites, apps, and other devices should be scalable, with minimal IT effort and compliant with data protection laws.
Data Collection therefore comprises two sub-areas:
Tag management systems offer the flexibility to implement new tags (e.g., conversion tracking) quickly with little IT effort. We offer implementation, 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 if users have given their consent. Also, these solutions offer a thoughtful and UX-optimized design for consent opt-ins. The Consent Management solutions we mainly work with are OneTrust, Tealium, TrustCommander and UserCentrics.
Data management includes storing marketing data for aggregation and detailed analysis in databases (e.g., BigQuery). Data management solutions are used addition to digital analytics and ad tech 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 marketing activities to achieve these business objectives.
At mohrstade, we understand analytics services as two disciplines that are increasingly intertwined. Measurement and Data Science.
Measurement aims to optimally configure Digital (Web & App) Analytics software to capture and analyze business-relevant data efficiently.
Measurement projects typically include the following project steps:
1. Tracking documentation
We work mainly 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. Analytics projects using data science are for example:
- Marketing Attribution
- Shopping cart analyses
- Recommendation Engines
Analysis results on paper usually do not bring much. In our data science projects, we, therefore, place particular emphasis on making our data science results available to ad tech tools (e.g., Search Ads 360) in an automated way
We support companies in implementing marketing activation technology that enables an automated use of marketing data and analysis. In Marketing Activation Technology, we distinguish between Customer Data Platforms and AdTech Software.
Customer Data Platforms
A Customer Data Platform (CDP) is a holistic audience management solution for enterprises. In a CDP, audiences can be centrally managed 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 companies to personally targeted addressing and control across all marketing touchpoints. We support companies in finding the right CDP solution (Evaluation), integrating a CDP in the organizational marketing workflow (Integration) and technical implementation (Implementation). For CDP projects we partner with Adobe, Tealium, Zeotap, Piwik, and CommandersAct.
AdTech software enables marketing managers and advertisers to capture their marketing data, optimize it automatically, and realize efficiency gains due to better budget allocation and user targeting. Useful marketing data is essential for this. A good marketing database requires the correct collection of data on the website and the enrichment of this data with further (marketing) information.
For example, adjusting the order value based on a previously estimated return probability can improve bid optimization with algorithms. Similarly, many highly profitable marketing use cases can be implemented to support data science methods with ad tech software. For more advanced it is also recommended to make use of data management solutions (eg. Big Query, DWH) in order bring in all data AdTech technology needs to unleash its power.
Here we can build on a lot of experience with the following AdTech tools:
Display & Video 360 and Search Ads 360, Campaign Manager
Analytics results should be available to all relevant business units and easy to understand in terms of data democratization. Comprehensive reports but also concise dashboards are an indispensable tool for managers in modern companies. Here we work primarily with Google Data Studio and Tableau.