Unified Search Engine Marketing (SEM) Campaign Management platform engineering for a digital ad agency

About the client:
The client is a leading global digital marketing agency with presence in arenas of search marketing, web development, social media, and mobile solutions serving large enterprises and new businesses alike.

Business need:

  • Product development to automate business workflows around planning, bid management, campaign management and associated reporting, ROI measurement and analytics for the client’s connected marketing platforms
  • Need for quantitative, real-time actionable data
  • Performance overhead
  • Development of the client data collection system
  • Reporting and system scalability
  • Resource augmentation for creative production and brand development 

Solution offered:

  • Cybage helped develop an integrated marketing platform. This platform helped manage marketing and spend data across display, search, and social. This platform involved heavy integrations with APIs from various search and display networks.
  • Cybage helped manage paid search or SEM campaigns.
  • Cybage developed and implemented bid optimization and campaign management tools for search campaigns. These tools helped derive stronger returns on investment.
  • Cybage helped the client implement custom tag and data collectors to derive stronger insights into the marketing efficacy of its campaigns. The data collected was integrated with the client’s marketing platform and reporting solution.
  • The Cybage team helped develop robust Extract Transform Load (ETL), reporting, and analytics solutions using big data (Hadoop).

Business impact:

  • Operational efficiencies due to efficacy in platform operations
  • Faster turnaround time on projects and development
  • Business continuity and support through managed services