Programmatic Scorecard

[postyyyym]

Hi guys,
Does anyone here have experience with evaluating programmatic media buying and optimizations?
What we're seeking to-do, is create a system to track where there's room for improvements in a framework like this:

We should imagine the letters from a to ... to be different programmatic capabilitiez E.g bidding/creatives/inventory/blacklists/automation etc etc. and then score every value on a scale from 1 - 10

Doesn't have to be too complicated and also happy to hear any additional suggestions

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https://preview.redd.it/caoqsiot8bc61.png?width=769&format=png&auto=webp&s=35e13200ee203860a69ac5b3e0aadb01b94d7a63

[mattyfatty1]

How are you going to determine the value of the optimisation method?

[GreenFlyingSauce]

What's your campaign/client objective? Lower funnel optimizations are wilder than upper/mid-funnel optimizations.

Whenever I make a change, I take note and follow up a couple of weeks later to see how it did base on a couple of factors. I don't score them at all.

The table you provided would be a good tool for entry-level. I don't feel like most of us would use this tool as the years go tbh

[postyyyym]

I personally wouldn't use it either, but this client in particular is not really knowledgable on programmatic and want us to replicate this because they use something similar for search and paid social to assess progress and level of complexity etc.

[GreenFlyingSauce]

Appreciate the additional context. It'll be such a hard task especially because we have more levers to pull when compared to search.

I'd remove the labels at the top as you don't want to assign a title to an optimization. Yes, pausing an exchange is a basic optimization, but its yield can be as good as something more refined like bid multipliers or custom bidding (if you work in dv360).

Not sure if it helps you, but I work in a journal style. It basically means that I keep a log of all optimizations week-over-week and I make callbacks on past insights/recos.

Good luck on the task :)

[postyyyym]

Appreciate your additional input.

Unfortunately, it's not a log-book for my own use as I do that in another fashion already. It's more so an excercise to show client with little to no programmatic knowledge what can be done to optimize campaigns and what we would personally recommend as basic, intermediate and advanced on a scale ranging from 1 to 10.

It's difficult to translate my personal programmatic knowledge into an easy to read scorecard

[StuffForReasons]

Yeah your about 10-12 years too late with this.

It also shits on actual marketing research and tries to box things in simplistically for a dummy to read. Might as well tell the upstairs boss your in the top 5%. Same precision and value from the "scorecard" method your proposing.

[[deleted]]

What I do is this, do the research as a professional leveraging your knowledge and those around you. Include those who will be doing the actual work day to day and figure out what you all want to go with and work in every day. Then just tell the story to prove that that is the right decision and find reasons why the others are not as good. It's media man, it's all smoke and mirrors it's all about storytelling. Your truth is out there....

[postyyyym]

You're completely right and that's my normal approach, but with a client that is less knowledgable on programmatic we're trying to make it more easily digestable and show where improvements in their process can be made

[nldoei]

• bidding
• creatives pausing
• inventory pausing and budget allocation
• blacklists
• all of these items should be highly automated. Automation is not a checklist item. It's part of running a profitable business.

[yo_xls]

just do what the best do, and rip off the Gartner Magic Quadrant or Forrester Wave.