Fixing the company search intelligence hole

30 second summary:

  • The agencies are particularly difficult to find ways to get a comprehensive overview the search Market.
  • Many agencies rely too heavily on Google tools that offer top levels search Insights and need better tools.
  • COVID-19 leads to surprises search Results and agencies have trouble explaining these results without correct data.

search Advertising is one of the most dynamic and rapidly developing areas of the Advertising ecosystem today. And how search continues to appear as the Barometer against which all other advertising activities are measured, the need for demanding search intelligence has never been higher.

However, the agencies in particular still have difficulties in deriving from this the search intelligence theYou need and find ways to unlock the Potential of the Insights that theYou already have it at hand. As agencies continue to invest in more data-generating tools, theYou have to search through more data than ever and struggle to keep up.

With that in mind, here are some key points agencies should consider when it comes to their search intelligence infrastructure and how to get the most of it.

Agencies only have a fragmented one search view

The search The landscape is huge and changes every day. Thetherefore have the most comprehensive view of the search Landscape and all its nuances are essential to achieve success and success the most informed decisions possible. And data are the Key component in building this holistic view.

Incomplete and inaccurate data can not only affect campaign effectiveness, but also affect an advertiser’s reputation compared to competitors. For example, without good quality data insights, advertisers cannot tell when competitors are starting to intervene their brand terms – among others. But with the With proper data tools, agencies can develop better strategies for clients with it theYou can achieve and protect maximum ROI their market position.

Google tools do not allow proper performance analysis

While Google offers a top-level view of search Performance is nowhere near it the Depth that agencies need to properly explain performance their customers, especially in connection with competitive activities. Agencies need to be able to quickly justify why performance has changed and what steps can be taken to fix it these fluctuations – positive or negative. And Google just won’t allow it theI do it. In addition, it can be very difficult for agencies without extensive knowledge to justify budget requirements thee customers too, and how to counteract them the indicates that other competitors are dedicated to certain segments. Hence, agencies should be very careful about relying only on Google’s analytics tools.

To explain the COVID-19 effect

Since COVID-19 has consumers online and disrupted search Behavior also influenced it significantly the search Industry. From differences in the types of searchthere is a growing spread of local search than individuals who want to stay closer to home the Pandemic, the all search The industry is trying hard to make sense of what could come of this next the current crisis. In addition, we continue to move towards the Conclusion from the Pandemic, search Professionals are also tasked with figuring out which trends will persist and which will not in the pandemic era, adding another layer of complexity to this already hectic time. Questions like “Which industries will emerge first?” As well as “Which competitors will show up the fastest?” All must be answered.

Fortunately, having a broader approach to data across the market can quickly make agencies sense the Changes that occur and provide data-driven explanations for customers looking for answers as to why an unexpected outcome occurred. In addition, agencies can track which trends in the pandemic era seem to have “staying power” and a corresponding game plan.

Activate a holistic view

Given the organizational number of different silos in agencies, it is not surprising that they are all synthesized the Existing data and reporting on it is extremely labor intensive. This can be a challenge, especially for agencies that evaluate strategies across the board the fully complement customers’ promotional activities including traditional channels such as TV and radio as well as other digital channels such as mobile and paid social search.

To collapse the Walls that exist between the different branches of agencies is the just to get it the “Truth” when it comes to reporting. This means you need to make sure that the Data are fully harmonized, comparable and accessible via an integrated tool the the right skills for everyone Agency Role. AI can also play a critical role in creating fast, highly usable insights that can be quickly translated into action. . This integrated and intelligent approach significantly reduces the time it takes to generate reports while one report is being generated at the same time AgencyThe performance is much more agile, effective and accurate.

After having to deal with enormous upheavals and rethinking the last decade, the The idea of ​​having to adapt is not new to agencies. Yet while the agencies did well to roll with them the times so far search Still a bit of a pain point. By retesting the current status from thee data operations can boost agencies theand search intelligence exponentially while doing theThe whole business is smarter too.

Ian O’Rourke is CEO at Adthena and Stephen Davis is the global product leader for media intelligence at Kantar, a leading UK research company.

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