Multi-screen digital advertising is the act of marketing to customers using multiple screens, which might include smartphones, computers, and televisions. If your company wants to make the most out of the data that's collected from this form of advertising, take these measures.
Identify Reasons Why You're Collecting Data in the First Place
So that you're able to make the right decisions when interpreting data from multi-screen digital advertising, you need to come up with reasons for why you're collecting this data in the first place. Do this before you ever start a multi-screen digital advertising campaign.
Maybe it's to see which screens are used the most by your target audience or which screens are often coupled together. As long as you're honest in why this data is being collected, you can develop better strategies for analyzing it and subsequently come to more meaningful conclusions.
Remain Consistent in How Data is Retrieved
If you want to keep your multi-screen digital advertising data pure and free of confounds that interfere with data analysis, then you have to remain consistent in the way this data is retrieved. That's going to give you more predictability and better data sets ultimately.
For instance, if you collect multi-screen focused digital advertising data using consumer tracking efforts, you want to keep doing this and not change course. That will help you collect meaningful advertising data that has a direct impact on how advertising operations are shaped and adjusted later on.
Analyze This Data at Key Intervals
In order to make better sense out of data acquired through multi-screen digital advertising, you need to analyze it at the right intervals. This is unique to each company. It might be every week, couple of weeks, or each month.
You just need to figure out what analysis interval makes sense for your own company, so that you can make better decisions with how to market going forward using multi-screen focused digital efforts. You may even need to try different intervals out to see what's going to work more often times than not.
Rolling out a multi-screen focused digital advertising data campaign is ideal if you want to reach an audience in an effective and dynamic way. You just need to create the right protocols for how this data is collected and studied later on. Only then will this data provide the right insights that you can use to improve how this marketing unfolds.