TAO – Campaign Management Tool
Track, Analyse, Optimise: The Campaign Management Tool TAO from Goldbach Interactive measures and analyses the actual success of a digital campaign. The tool allows our Performance Marketing advisors to optimise the campaign in accordance with the objectives of the customer.
The new Path-to-Conversion measurement means it is possible to clearly retrace the campaign performance from the first potential visual contact to an action such as a purchase or registration through all the channels.TAO creates transparency, how the digital channels affect each other and which channel was significantly involved in the transaction. The new Tracking and Reporting application is essential for the superordinate evaluation of the campaign and the future weighting of the channel mix.
The success determines the allocation of the budget
TAO makes it possible to simultaneously optimise forms of advertising, formats and positioning both quickly and simply - either automatically or by our Performance Manager. The daily evaluation shows you where you should invest to increase the efficiency of the campaign: in media, forms of advertising, landing pages and microsites or in the booking process. If the elements are optimised, then the ROI can be decisively improved.
More of an overview, easier to compare
The Web-based system provides uniform and technically comparable key performance indicators (KPI) about all the channels - irrespective of or in direct comparison with other campaigns or channels. In addition it is possible to view all the channels used, such as for example SEA, SEO, Display or Affiliate altogether or to direct the overview to one channel, one positioning or a single keyword.
Who clicks where and when?
Together with the Path-to-Conversion, TAO goes far beyond normal Campaign Tracking - that is how you can retrace patterns in the click and transaction behaviour of a campaign. So for the first time you can build up a picture of what role the individual channels play or how these mutually compliment each other (multi-channel view).
Plus TAO provides you with insight into:
- The time between the first contact and the actual completion (Time-to-Conversion)
- Number of necessary contacts for a completion (Contact-to-Conversion)
- Target achievement of indivdual or several channels
TAO offers you:
- Improved Media Control
- Insight on how all the elements of a campaign can be optimised
- Decisions and steps for optimisation can be made together with the agency
- Planning basis for organising the optimal channel and procedure mix
- Overview of where your expenditure is used
- Efficient, time and effort saving tool (replaces Excel reports)
Reporting: individual or automated
You decide if you want to call up your report online, download it as an Excel or CSV file or if you want to have it sent automatically to you by push e-mail. The key performance indicators can be presented according to your needs, stored and called up at any time.