Camp CallRail workshop, Creating campaigns. Session 3: Rachel Ward, Demand Gen Marketing Manager at CallRail, Katie Glaisyer, Media Director at Merlino Media Group, and Madison Roberts and Nick Lange of LumenAd discuss how to create data-driven campaign strategies. SESSION TRANSCRIPTION introduction Rachel: My name is Rachel Ward. I work for CallRail, as a Demand Gen Marketing Manager. I work specifically on our client marketing side. Something interesting about me or something different is that I spent 13 years in the adult beverage industry before moving into digital marketing in the SAS industry. Katie: Hello, I'm Katie Glaisyer, Director of Media at Merlino Media Group, so we do all things paid media. We have clients that are regionally focused, from small to medium businesses that we focus with neighborhood nuances, community nuances, all the way to large national accounts with a singular focus. Nick: Hi guys, my name is Nick Lange. I am the Director of Omnichannel Solutions at LumenAD. I focus on the technical side of media buying, whether that's across the various ad buying platforms, working with CallRail and their solutions and tying it all together, and managing our product offering. LumenAD is an advertising intelligence platform that helps marketers understand how to best invest their next advertising dollar. Madison: Hello everyone.
My name is Madison Roberts. I am the Employee Email Database Director of Media Services at LumenAD. I've been with LumenAD for about a year now. Prior to that, I worked at Amazon for several years, gaining a lot of experience in creative, analytical, and operational planning for the industry. We've partnered with LumenAD to learn more about ad intelligence. Session Agenda: Leveraging Campaign Data Aligning Digital Strategy with Ad Spend Leveraging CallRail Data Leveraging Your Campaign Data Madison: Let's spend some time discussing how to best leverage your campaign data. campaign and what constitutes the essential needs of a data strategy. Advertising suffers from TMI As marketers, we have more data at our fingertips than ever before, but the information we continue to receive remains superficial and sometimes incomplete. A glaring statistic is that 74% of marketers question the quality and accuracy of their data. In an industry where we rely heavily on these metrics to make strategic and informed business decisions on our behalf and on behalf of our customers, this is concerning. We typically see multiple layers of marketing technologies applied to a single campaign tactic, intended to provide marketers with more value and more information.
While that may be true, the problem is that at this point you just have to sift through a lot of information. This siled information then leads to more questions than answers, which is the exact opposite of what your campaign data should do for you. The challenge for marketers here is their ability to demonstrate the impact of advertising on their business. The amount of information available to marketers is overwhelming and hinders their ability to manage data and glean insights. Hence, our ability to iterate on campaign performance to achieve the most optimal results. That's why, as marketers, we shouldn't delay organizing campaign data until reporting time. The time to do this is during your media planning stages. So, before investing a single advertising dollar, your entire team needs to understand how your media plan translates into clear data outputs. This step helps to avoid confusion as to how a particular result is achieved. It enables more efficient optimizations and streamlines communications with all internal stakeholders. Plus, it just builds trust throughout the planning and execution process, whether it's with your partner or an involved team member.