Marketing Operations
Marketing operations is an important sphere of an organization. Fortunately, the market is inundated with the right tools to drive the best of marketing efforts. However, it is important to optimize the available tools efficiently. At Stacktics, our experts are equipped with the knowledge to help power your organization with ‘value-driven’ marketing channels.
Media In House Transition
Operating media operations in-house can offer a lot of benefits when done correctly. A smooth transition can be facilitated by understanding the key considerations before, during, and after migration. Following a planned role transfer media process can help mitigate the errors that arise from unplanned set-ups that lead to knowledge loss, drop in performance and loss of historical data.
The key benefits of a smooth transition include cost savings, agility, and data consolidation.
Once the transition is complete you can expect the following benefits:
- Gain Transparency by Owning Your Data – Not waiting for an agency report
- Maintain Privacy and Don’t Share Data – Not sharing key performance data externally
- Get Insights into Marketing Performance – Have motivated staff surfacing key insights
- Drive Efficiencies with Speed to Market – Reduce wait time on new campaign launches
- Decrease Costs by Reinvesting in Media – Not paying an agency team mark-up
- Increase Effectiveness with Better Data – By combining all data you get a 360 view of the customer journey leading to proper attribution by channel and device
We can assist you by guiding you through a process designed to mitigate issues based on a common-sense approach that is methodical, transition and attempts to avoid chaos by not rushing
Step 1: Current State Assessment
Conduct current state assessment of business operations & technical assessment of media platforms, analytics, and data collection.
Step 2: Design for Future State
- Document future state redesign, including organizational, technical, and operational elements
- Define organization design, job descriptions and hiring plan to recruit talent
- Determine training needs to operate in the desired future state
- Create a target future state for platforms and supporting processes, including analytics to maximize synergies
Step 3: Transition & Implementation Plan
- Define phasing and transitioning plans
- Hire, train, and onboard new talent
- Communicate and manage the change
- Establish agency and marketer roles, responsibilities, knowledge transfer and workflow throughout the process
- Capture 2-year historical performance data where possible as this can be valuable moving forward
Step 4: Implementation
Initiate organizational updates, deploy training, and refine new processes for operations in a phased approach. Take over (or have your own) platforms and billing accounts in place to continue marketing. Focus on knowledge transfer from your agency partners.
If you currently rely heavily on 3rd parties for media operations the natural time to transition is when contracts are set to expire, and resources are in place to minimize the transition period where performance could be impacted.
Step 5: Execution
- Launch campaigns and operate in new sourcing models
- Conduct ongoing operations of campaign management, reporting, and product utilization
- Monitor KPIs affecting business goals carefully during transition periods
How can We Help
- Estimating internal resources needed to fill agency roles
- Training and support during the transition
- Finding the right technology and platforms
- Creating a detailed bridge plan for a timeline that meets your needs
A bridge plan typically includes the creation of the following reference documentation:
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Roles & Responsibilities
- Roadmap and Timeline for Transition
- Site Mapping & Tagging Location Spec
- Technology Documentation
- Campaign Taxonomy and Data Collection
- Dashboards to monitor progress
- Training to improve return on your investment
Connect with Stacktics and take effective control over your business’ media operations.
Trainings (Paid Search)
A Unique and Proven Approach to Custom Enterprise Training
Stacktics’ Custom Enterprise Training employs a unique approach through focus on engagement and application. We develop practical and relevant knowledge that can be applied immediately to improve your return on marketing investments and resolve your teams’ pain points.
Our team of experienced and fully certified trainers recognize that there is more to training than running through a list of the latest features, best practices, and theories. So, we add the most important element of value – insights specific to your team, delivered using examples and demonstrations from your current accounts. This is how we make it interesting, engaging and impactful.
The process begins by aligning the goals of the training with the business stakeholders. Our experts offer directions to improve the team’s skill level and productivity, or increase the return on marketing investments. This helps to determine the balance between knowledge transfer and how-to demos on your existing accounts.
The next step involves polling the team members early to understand which topics will benefit them the most in their job. Not only does this make the agenda more relevant, but it builds interest and engagement from the team. This helps us build a custom agenda that delivers the best immediate value, while positioning your team for ongoing success.
Finally, we review your current accounts and platform change histories to assess the opportunities that are going unaddressed, as a way of understanding the skill levels and working processes of the team members optimizing the accounts.
We recommend class sizes most conducive to achieving the training goals, encouraging team engagement and interaction, and team building.
We solicit feedback and alignment at every step of engagement from building the content to delivering the material.
Trainings (Google Analytics)
Custom Google Analytics Training For Institutions and Enterprises
What makes our approach unique is our focus on engagement and practically. The direction is to teach them the right combination of theory, skills and daily processes to improve their ability to achieve your business goals. We level set with the team, leadership and the data from the current performance and change history, to deliver the training most practical and impactful to the needs of the organization and team members.
Upskilling your team is considered by most to be one of the best ways to improve your return on the companies marketing investments. This is due to the performance and efficiency improvements as the knowledge is put to use every day. Our Google certified experts have years of experience taking teams to the next level of understanding and performance. We are a Google Cloud Premier Partner and Google Analytics authorized reseller.
Typical Customized Training Program
The one course “fits all” generic approach often fails to deliver the results management hopes to achieve from the investment in time and money. Often the reason is a generic approach does not foster engagement. Instead we train on the platforms and accounts used by your team.
We start by asking the team members which topics interest them most, what they hope to learn, and what they struggle with most. Not only does this help build a relevant agenda, but it also builds interest and engagement.
We align on what the objectives of training are with the business stakeholders, surface any current pain points that must be addressed and determine what management constitutes as success .
We recommend class sizes most conducive to the achieving the training goals, encouraging engagement and interaction, team building and cross departmental cooperation and mentoring
We solicit feedback through out and re-align were need to deliver the best outcome .
Value Add Training Resources and Engagement Tools
- Training materials (decks and handouts) are made available in advance of the training for review
- Gamification and competition is recommended to encourage engagement using platforms like Kahoot
- Demonstrations on actual GA accounts improve engagement and efficacy by moving away from theory
- Feedback and questions are solicited in real-time allowing or queued in platform
- Polls are conducted at the end of each session to solicit additional feedback on how sessions can be improved to make them more useful
Implementing Advanced Analytics
Utilizing advanced analytics and modeling, our paid media Headroom Analysis leverages your business’ historical performance, KPIs and platform metrics. This enables us to provide performance projections of your business’ maximum potential paid media cost per channel while achieving your business KPIs targets and profitability. Whether your KPI’s range from a cost per acquisition, revenue or customer lifetime value, our Headroom analysis can be provided for Google Ads, Microsoft Ads, Display & Video 360, Meta Ads. They can also be tailored to any paid media channels used by your business.
Our team comprises digital marketing professionals with years of experience in managing, optimizing and planning large enterprise digital marketing campaigns in all of the major paid search, social and programmatic platforms. Conducting Paid Media Performance Maximization and Headroom Analysis’ for all of our partners to provide a data driven budget projection, our Headroom Analysis projections can be done quarterly or annually depending on your business requirements. We work with your business’ data ecosystem, martech and business intelligence tools to provide a Headroom Analysis that fits your business.
Connect with Stacktics today and unravel the true potential of media budgeting.
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