Use Case - MS Mode

PRELIMINARY SITUATION

Server-side tagging is not new

MS Mode has been intensely focused on data-driven marketing for years. Server-side tagging is therefore not new. Due to some dissatisfaction with the collaboration with the previous data partner, they sought a different provider in collaboration with their Performance Marketing Agency. There was a particular need for more consultancy and faster communication channels.

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

Ultimately, AdPage emerged as the winner. The feeling was good from the start.

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THE PROCESS

The ideal setup

After the onboarding, the implementation for MS Mode was carried out. In particular, the number of sessions and revenue were important KPIs.

A lot of time has been invested in research, including in the current setup, to see where improvements could be made. Step by step, we have therefore come ever closer to the ideal setup. The webhooks, among other things, have played a major role in this.

“It really feels like a collaboration, they always think along with you when looking for a solution. They go the extra mile, which builds trust.”

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CURRENT SITUATION

The data must be representative.

Following the implementation, MS Mode has seen an improvement in the data. A significant increase is particularly evident when measuring turnover. Whereas previously around 80% of turnover could be measured, this figure now stands at over 95%. According to Jeffrey, the percentage is not even that relevant; what matters most is whether the figures are accurate or incorrect.

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“Measuring more conversions is good, but if it's not accurate, it's no use. The data needs to be representative, otherwise marketers can't draw the right conclusions.”

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Trust in the data has returned. Marketing activities can now be managed much better and running A/B tests has become much easier. The expectation is that the impact will be significant, especially in the long term, as you gain increasing insight into what works and what doesn't.

The data is not only relevant for performance and content marketers, but much more broadly for the organisation. The entire customer journey has been made more insightful. For example, it has also become clearer where returns are coming from, meaning those processes can be optimised too.