Even as fairly new members of the Digital Operations Team at iProspect, my colleague Ibrahim and I have quickly picked up on the benefits of the channel. We both joined as part of the Dentsu Aegis Network's apprenticeship programme and even after only five months, we've learned so much.
What is Digital Operations?
The Digital Operations Team is responsible for the setup of online marketing campaigns across all channels, along with the maintenance of client site tagging for bought media activity. Being part of the team enabled us to become proficient in tools like DoubleClick Campaign Manager, Google Tag Manger, Prisma, Nielsen and Adazzle. These tools enable us to take on complex tasks such as building out campaigns, otherwise known as ‘Trafficking’, and implementing conversion pixels, or floodlight tags on client websites.
How the team delivers for our clients
Trafficking digital campaigns involves constant communication with media planners and creative agencies in multiple countries. We utilize the trafficking sheet provided and assign placements to the correct creative files and click through URL's in the adserver. Once the campaign is live it will give us basic click/impression level data as well as how the bought media has affect various types of conversions or sales.
A floodlight is a method we use to track a user on client websites. When a page is loaded, with a floodlight implemented, an action is fired which sends a signal to the adserver, allowing us to analyse how bought media has driven users to perform various actions on a client’s website. Floodlights provide us with useful information and give us insight into a user’s journey and actions once they reach the site.
The knowledge that we've earned also helps us analyse and reform the process which we currently follow to improve the overall efficiency and workflow. This can involve communicating with foreign markets to discuss and establish issues with processes and then creating documents with proposed solutions.
Furthermore, the ability to adapt and learn quickly is necessary in Digital Operations as the work we do is constantly evolving, just like the industry.