By: Seth Rubin, Head of Product, Webgains
With an ever growing proportion of transactions coming from mobile devices, publishers are taking a real interest in identifying where their transactions are coming from—and rightly so. Whilst a number of organisations on all sides are gathering data at a phenomenal rate, they’re not necessarily sharing it with other parties, and it’s only by sharing it with the people that matter, that we can capitalise on it.
The data contained in Webgains’ Device Reports is arguably more important to publishers than it is to advertisers; after all, advertisers will already have their own analytics tracking in place which tell them most of what they need to know. For publishers however, while they do have such tools, their visibility stops the moment the user leaves their site. For a practice such as performance marketing, where the most crucial steps of the user journey take place on the advertiser’s site, this has obvious flaws. For publishers, network reporting very often represents the only visibility they have over these last crucial stages in the purchase funnel.
The question therefore is, once publishers have this information, how can they put it to good use? Well, first we have to examine what it is that they can see. As well as having full visibility over various metrics such as platform (desktop, tablet or mobile), operating system, browser and model, publishers can also see all this information broken down on a program by program level.
This provides an unprecedented insight into how different programs perform, not just on various device types, but according to how consumers actually use these devices. By cross referencing this kind of information against their own traffic stats, publishers can optimise their activity in a number of ways including marrying programs with their various sites or campaigns. Data can be fed back and amalgamated with publishers’ own analytics to improve the accuracy of forecasting, while bespoke tenancy packages can be tailored according to the projected performance of the campaign.
With a whole range of timeframes available such reporting also allows publishers to build a comprehensive picture of long term trends which can be invaluable in helping them assess future developments. For some time now, the industry has been debating the future of data, but we’re only now starting to see organisations become more confident in finding meaningful ways to use this. No doubt as this continues, we’ll see an increase in such granular reporting, and it will be fascinating to see how publishers find their own innovative ways of capitalising on this.