Partner Article

Tradedoubler to tackle data analysis paralysis caused by complex and fragmented marketing industry

The abundance of sales and customer data available to marketers combined with a surge in complex and fragmented technologies and platforms is causing many companies to become paralysed by information and unable to act rationally, according to Tradedoubler, a leader in European performance marketing. To solve this problem, it has today launched ADAPT, a business intelligence tool that enables digital marketers to quickly access the KPI-based data they need to make smarter business decisions.

ADAPT delivers detailed live information on programme performance through customised dashboards that visualise complex data and enable users to understand programme performance and optimise results.

This is the first in a series of new products planned during the implementation period of Tradedoubler’s new long-term corporate strategy, which also launched today. The strategy will see the company become the leading partner in the delivery of performance marketing results through high quality traffic, technology and expertise.

Matthias Stadelmeyer, CEO of Tradedoubler, said, “Tests have proven that too much information causes us to make the wrong decisions. Or worse still, we risk making no decisions at all. There is no end to the amount of data available to companies today but the trick lies in identifying and reacting to the right information at the right time. We’ve introduced ADAPT to cure the condition of data blindness or analysis paralysis, as it provides clients with the most important marketing and sales information where and when it’s needed most.”

Tradedoubler’s new strategy is to become the leader in creating smarter results via traffic, technology and expertise through the optimisation of multiple high quality traffic sources, the use of its proprietary integrated performance marketing technology and deep, data-driven insights into online consumer behaviour.

Tradedoubler’s technology platform will be extended to include multiple sources of high quality traffic, thereby securing new opportunities for clients to target a larger market of customers and their digital marketing spend. The company will also invest in developing an integrated advertising technology platform that will enable optimisation based on data insights so that consumer behaviour can be better understood and targeted advertising made more effective. As a first step in this phase, an initial 25 new developers are being recruited.

Tradedoubler’s 15 years of performance marketing experience has provided it with a deep knowledge of online consumer behaviour and solid experience of planning and designing effective campaigns and programmes for clients.

The new strategy implementation follows the strengthening of Tradedoubler’s management team with several new appointments which combine a broad set of competencies with many years’ experience at Tradedoubler and within the digital marketing industry.

Stadelmeyer continued, “Tradedoubler is the only player with a combined affiliate network and white-label technology offering and the new strategy enriches both of these elements. Our enhanced technology will allow us to gather more consumer behavioural data and consequently greater insight into targeting effectively, thereby allowing us to deliver better results for our clients. It is just the first step in a journey that will culminate in optimised insight-based targeting of consumers across multiple digital platforms.”

This was posted in Bdaily's Members' News section by Tradedoubler .