Digital marketing companies collect vast quantities of data that need to be
analysed to understand the effectiveness of online advertising campaigns.
Working with the analytics arm of one of the world's biggest agencies, Comset
developed an advanced management dashboard for one of their clients. The
dashboards were accessible on a global basis, deployed over the Internet to
deliver data on campaign statistics.
Information available included page visits, banner advertisements, clickthrough
rates and cost-per-click, keywords, referring sites and sentiment aired on
social networking sites. Campaigns
are also analysed over time, identifying when they start to tail off and
therefore that new messaging/packaging are needed.
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