We are a Data-Driven Agency
Our Data-Driven Philosophy
‘Data-driven’, ‘Machine learning’, ‘Data Science’, these are all catch phrases being thrown around in the digital world. Many agencies claim to be data driven, but they’re doing little more than using auto-bidding tools in Google Ads. One Egg are a truly data driven agency. From Scaled Data projects, Data analysis tool development, Data Visualisation Projects, A/B testing frameworks, bespoke Machine Learning projects, below are examples of how we are integrating machine learning in our workflow pipelines to improve client performance.
Budget Optimize Tool
One Egg has developed an in-house tool which allows us to analyse historical optimal CPA’s and ROI’s. We use this to quickly understand historical performance & forecast future potential. Using machine learning models and regression analysis we take the guesswork out of understanding predicted performance at higher or lower investments. We are also able to identify low hanging fruit that will directly impact your ROI.
➞ Use the Tool: Optimize your Google Ads account
➞ Case Study: Tweaking Budgets, Predicting Performance
➞ Video Tutorial: 4 ways to Optimize your account with Budget Optimize
Attribution Modelling for Engagement
We’ve found that our larger clients struggle with assessing their overall marketing engagement. We’ve worked on a number of projects where we have successfully implemented a ‘marketing metric’. This metric is scales and traffic sources to allow relevant comparisons. It then weights features based on clients inherent value decisions to come up with a meaningful marketing metric that can be compared month on month. This in turn helps us focus our digital marketing efforts on key traffic sources to increase our Marketing Metric – the number that matters!
Predicting Claims for Insurance Clients with ML Models
We’re constantly pushing boundaries and searching for ways to improve our clients campaign performance. In a recent project for an insurance client, using our clients customer data we were able to build a machine learning model that could predict whether a potential customer would make a claim to over 96% accuracy. This was already hugely valuable to our client as they could tailor their quotes accordingly before issuing policies.
We were able to take this to the next level by then analysing the feature inputs of the model and feeding this information back into our marketing campaigns. This allowed us to ensure we were excluding potential claimants from our targeting criteria, reducing irrelevant clicks and increasing ROAS.
➞ Article: Model write up & results (Coming Soon)
One of our core methodologies is to ‘always be testing’. The moment the experiments tool in Google Ads was rolled out we were on top of it like Jelly on toast. It is a fantastic tool that allows us to run campaign experiments and progressively improve accounts. It’s especially great for already strong performing accounts and continuing to deliver incremental improvements. We’ve recently completed a project where we ran over 100 experiments with a client. We were able to analyse the data to understand which experiment types tend to yield the best results and then continue to optimise our experiments. We call this, meta-experimentation.
Bing has recently rolled out an experiments tools as well. We are already running experiments here as well!.
➞ Article: Read more about the experiments tool in our featured article on Search Engine Land
Landing Page Testing Specialists
We’ve worked on 100’s of landing pages with our clients, because we know that landing pages are one of the most important aspects in any digital campaign. The reason that landing pages improve conversion rates is because they allow easy A/B testing of elements. In every campaign that we build we encourage constant landing page tests. We setup, optimise and manage landing pages as one of our key services.
➞ Article: Read about how we reduced PsyQuation’s CPA by over 75% using dedicated landing page testing
Platform Specific Machine Learning Tools
Google is at the forefront of machine learning tools. They have implement recommendation systems, auto-bidding, responsive ads are just some of the example tools available in Google Ads today. To be at the cutting edge of PPC, we need to be constantly up to date and experimenting with these tools. In our tests we’ve found that auto-bidding to optimise for ROI and CPA can sometimes improve performance, but often fails to meet expectations. These are new tools and we are working closely with them to extract the best performance we can. It’s important to not jump in blindly t hough and constantly be testing.
➞ Article: Read our review on ML tools available within Google ads and best practice for using them
Data Visualisation & Reporting with Data Studio
We are specialists in using Google’s state of the art dashboarding tool, Google Data Studio. In our commitment to transparency, every new client we onboard receives a dashboard where they can view in real time their campaign performance. Data is at the heart of what we do and we want to share these insights with clients in real time.
➞ Live Template: See a live example of a reporting dashboard we use
➞Article: Read Mark’s article on Search Engine Land about why you should move to Data Studio
➞ Templates: One Egg works in close collaboration with datastudiotemplates.com to provide our clients with premium data visualisation templates.