Why it pays to invest in your team as well as your tech
DoubleClick: it’s the word on every marketer's lips. Google’s market-leading technology stack is widely used, yet so many are scratching at the surface of its capabilities. Utilising the full stack to its maximum potential offers unrivaled efficiencies and performance, so what’s stopping marketers from getting to grips with the technology stack? We asked the experts to solve the DoubleClick mystery.
The DoubleClick stack is an enterprise level group of platforms which can be individually used to deliver advanced digital marketing at the hands of experienced campaign managers. The full power of DoubleClick is truly realised when combined as a technology stack to unify the data in one place to be able to effectively analyse and optimise your media.
“To deliver great marketing campaigns, it's vital to invest in your team along with your tech”
The DoubleClick stack is a widely used, market-leading product that evolves all the time to stay at the forefront of the industry. Many advertisers have invested in the technology but are only using a fraction of its capability. To deliver great marketing campaigns, it's vital to invest in your team along with your tech.
Online marketing is more data driven than ever before. Today’s industry has shifted from traditional ways of reaching your audiences to more programmatic and data oriented executions. To align your activities and get the best of each media channel, as well as the marketing funnel, you will have to gather all your activities into the same location.
Migrating your activities to the DoubleClick stack has never made more sense than now. Centralising all your reporting to have a clear view on your campaign's performance across channels will help you make better use of your budgets and deliver more tailored content to your audiences. Being able to attribute a conversion to the correct touchpoint across all channels on an online consumer journey is key to identifying best performing delivery methods and strategies.
“Migrating your activities to the DoubleClick stack has never made more sense than now”
The DoubleClick Stack covers all areas from search to display, creative production, and centralised campaign management and reporting. From DoubleClick Campaign Manager, you can run cross device, cross channel conversion reports and performance analysis.
Is knowledge of DoubleClick a must-have skill in 2018? The answer is yes! This is even more important if your clients are running their activities on the stack as dedicated training will enable you to have a deeper understanding of your campaign performance so you can report more effectively to your clients.
If we had to choose one thing to highlight what DoubleClick has to offer to brands and agencies, it would have to be the integration factor. DoubleClick has native integrations across all the tech stack platforms, including:
As well as other major Google platforms such as:
No other digital marketing solution in the market has the same amount of power and potential to leverage data across digital channels as DoubleClick.
By using DoubleClick, we are able to seamlessly share audience lists from one platform to another, with no cookie loss and with a 100% deterministic approach (single ID and de-duplicated view of the user across devices).
And let’s not forget the association with Google Analytics 360, which allows you to create richer audience lists using more than 250+ attributes, including session level metrics, sequences of conversions and funnel-specific attributes with Enhanced Ecommerce in Analytics 360. And all of that without any extra tagging.
“No other digital marketing solution in the market has the same amount of power and potential to leverage data across digital channels as DoubleClick.”
The Jellyfish Training DoubleClick courses will give your team the understanding they need to get the most out of the technology, hold your partners accountable, and produce great media insights.
The biggest challenge in digital has always been seeing and managing the fragmentation, both within channels, where execution happens across multiple media vendors, and certainly across channels and devices.
DoubleClick goes a long way to solve this digital challenge through its best of breed measurement & attribution, which utilises Google's device graph. This allows savvy advertisers the opportunity to really understand their media deployment, cut out inefficiencies, and hold their media partners accountable with built-in brand safety and viewability tools.
“DoubleClick goes a long way to solve this digital challenge through its best of breed measurement & attribution”
If you have an in-house team using DoubleClick, or have access to the DoubleClick your agency uses, the true benefits can only be realised if you know how to access and assess that information within.
DoubleClick's deep feature set performs a lot of tasks of other mar-tech and ad-tech platforms that frequently sit alongside it. If your collective ad tech costs are concerningly high, or you have a feeling there's a lot of functional overlap in your "stack", understanding DoubleClick's capabilities can be a path to consolidation and cost reduction.
Discover the benefits of investing in training for your team - find out more about our classroom and bespoke DoubleClick courses or contact our Sales team.