How to improve data collection and optimize media buying.

Challenge

• New developments in advertising tools

• Complexity of managing advertising tools

• Integrating new advertising features while adhering to data protection requirements.

Project Summary

• Solution: Development of an enhanced data collection infrastructure for a significant increase in data volume transmitted to advertising platforms.
• Impact: Enrichment of available information, enabling more precise advertising decision optimization and better campaign personalization.
• Context : Data blocking by ad-blocking platforms. The end of cookies is approaching. Rise in advertising costs on media platforms for similar results.
• My role : My role was to find the best technical solution, advise on actions to address their challenge and issue, while ensuring its integration and effective implementation.

Solution

• Configuration of GTM server side for optimized tag management.
• Integration of Facebook Conversion API (CAPI) for precise and compliant data collection.
• Deduplication between pixels and the API to avoid redundancies.
• Thorough testing and validation of the solution to ensure its proper functioning.
• Tailored support for Social Media teams to maximize the effectiveness of advertising platforms.

Results

Marketing / Business:

• 25% increase in data collection, thus improving advertising targeting precision and overall campaign performance. 10% reduction in acquisition costs.