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Media Cloud Ad Sales - Coggle Diagram
Media Cloud Ad Sales
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Revenue Scheduling
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Consumption Forecasting
Leverage Campaign Delivery - impressions, conversions
Custom fiscal calendars
assists in adjusting forecasts, spot gaps, reallocation
Agile and profitable
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Media Planning Process
Budget Allocation
Use Marketing Cloud's Media Planning Center (MPC)
Found on Marketing Cloud Intelligence Marketplace
was Datorama
- select timreframe
- Select Allocation dimensions (Channel, Platform, Objective)
- Set Media Cost
Set goals for Social Reach, Revenue and Total Conversions in KPI's
Looks at historical KPIs for similar: Results:
Forecast performance of Plan
Suggest Alternatives that are more effective
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Optimize Section of planning
Scenario Planning:
Example less Search more social
Enter new numbers for channel and view comparisions of
simulated forecasts
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2 Execution
Challenges:
Multiple Plaforms and hudnreds of Insertion Orders (IOs)
Cant see whether whether actuals match planned
Difficult to pace and optimize in midflight
MTC: Media Transparency Center
Addresses Challenges
Align detailed IP items with delivery items
Allows adjustments to manage, pace optimize
User maps IOs to Delivery items
individual mapping not scalable
Automate using IO and delivery data naming confventions
Pacing App:
Shows budget consumption velocity of IOs
Can zero in on fequency of over buy and help deduce problem
Lowes - Publisher
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ad features:
Onsite: Lowes.com
Offsite Ads - social, media, search
In-Store Media
Closed Loop Attribution
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