Hello to GAAC, goodbye to Adcenter Analytics

March 27, 2009
by Rob Jackson

Right time, right place

The main message of the feeback from our client summit is that the Conversion Analytics department has come about at exactly the right time. There are questions in the Digital Marketing industry that have been previously ignored but now simply have to be addressed.

Our team are continually reviewing the most exciting products on the market to ensure when we provide a solution for our clients, it is the one that is best suited to their business needs. None are more topical and more pressing than the issue of Conversion Attribution, but more on that shortly.

Hello to GAAC, goodbye to Adcenter Analytics

This week saw Latitude being accepted into the Google Analytics Authorized Consultancy program reiterating our focus on the importance of understanding traffic and optimising campaigns based on that knowledge. There were great efforts across the team to pass Google’s new industry accreditation – the Google Analytics Individual Qualification (GAIQ) with an astounding average score over 90%. An impressive result made more so by the fact they all completed the exam within a few days of it being launched. The company is also now accredited Google Analytics Authorized Consultant (GAAC).

In the wider industry we bid farewell to the adCenter Analytics Beta trial, which will continue for existing users until the end of the year, but is now closed to new applicants. What I found interesting in Microsoft’s release was a parting statement that is co-incidentally very close to one of the core values of the Conversion Analytics team:

“It enabled us to confidently determine that we can be of most value to advertisers and publishers by offering a tailored solution that meets more specialised needs.”

We too believe that the specialised needs of clients need to be addressed to truly understand what solution is best for their product offering and service. We know that in most cases there is no one size fits all solution, and while it is important not to over complicate the service has to be right for that particular client. We wish adCenter the best of luck this year as they have some very exciting products available to marketers including of course, Engagement Mapping…

All about converting

This brings me back to the hot topic of the week – Conversion Attribution, Mixed Media Management, Multi-Campaign Attribution and Marketing Mix Analysis. Call it what you will but this is currently one of the most talked about features in the world of digital marketing today. The ability to quantitatively asses which aspects of your online budget are working and more importantly how they are working is now more important than ever. Latitude believe it is imperative that our clients are armed with the best data available in order to make decisions that are informed and lead to better results across multiple channels. That is why we have a cross functional team of SEM and tech experts working to deliver solutions for our clients no matter what online channel they operate on.

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