Without correct data, as a marketer you are shooting with a shotgun

PRIOR SITUATION

Server-side tagging is not new

MS Mode has been intensively involved in data-driven marketing for years. Server-side tagging is certainly not new. Because there was some dissatisfaction about the collaboration with the previous data party, they started looking for another provider in collaboration with their Performance Marketing Agency. There was a particular need for more consultancy and faster communication lines.

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Because MS Mode is active in different countries (the Netherlands, Belgium, Luxembourg, France, Germany and Spain), there are quite a few challenges when it comes to collecting data. Each country has its own rules and legislation regarding (online) privacy, so it is very important that a data party is familiar with this.

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In the end AdPage came out as the winner. The feeling was good from the start.

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THE PROCESS

The ideal setup

After onboarding, implementation for MS Mode was performed. In particular, the number of sessions and turnover were important KPIs.

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A lot of time has been invested in research, also in the current setup, to see where improvements were possible. Step by step we have come closer to the ideal setup. Among other things, the webhooks have played a major role in this.

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"It really feels like a collaboration, they always think along in finding a solution. They go the extra mile, which creates trust."

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CURRENT SITUATION

Data must be representative

After the implementation, MS Mode sees an improvement in the data. Especially when measuring the turnover, a significant increase is visible. Where previously about 80% of the turnover could be measured, this is now over 95%. According to Jeffrey, the percentage is not even that relevant, but mainly whether it concerns good or bad figures.

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"Measuring more conversions is fun, but if it's not correct, it's useless. The data must be representative, otherwise you can't draw the right conclusions as a marketer."

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Confidence in data has returned. Marketing activities can now be controlled much better and A/B testing has become much easier. The impact is expected to be particularly large in the long term, because you gain more and more insight into what works and what doesn't.

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The data is not only relevant for performance and content marketers, but much broader for the organization. The entire customer journey has been made more transparent. For example, there is also more clarity about where the returns come from. So those processes can also be optimized.

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