Any Case Study?
Client: Global E-commerce Company
Problem: Wants better performance from its Digital Agency
Our Client works with a renowned digital agency for its paid campaigns and its SEO efforts. The agency’s assignment is to spend the budget that the Client’s Digital Marketing Director has given while delivering the best ROI.
Since agencies have many clients and accounts, it is impossible for agencies to track the developments and make adjustments daily.
Our Client realised that only 80% of the budget is spent two days before the end of the month. 20% of the budget gets spent in 2 days. (this hike in cost created an anomaly and triggered our system – 1st anomaly). For the agency to keep its commission as is, the account manager increases its bids and daily limits to spending the whole monthly budget. However, the Ad Spend (Investment) and the Campaign Revenues (Return) do not increase at the same pace which creates very low ROIs. (this drop in ROI created another anomaly and again triggered our system – 2nd anomaly).
Since the agency gives a full report every month, our Client never noticed such a problem. To see this problem, our Client would have needed to check each campaign, look at its bids and budgets daily and compare them with previous periods.
By using Millimetric, and just monitoring and giving feedback to the agency our Client was able to increase the ROI the agency delivered by 40% in 2 months.