IT’S PUZZLE TIME!
I can hardly believe that another week of the Havas Lofts Program has gone by. After I spent the first week in Chicago exploring the city and gaining a first impression of the “typical American way of life,” my focus switched to my host agency, Havas Chicago, and its structure, way of working, and processes.
I used all the opportunities I had to talk to people in charge, from various departments, in order to discover Havas Chicago’s work procedure. Many aspects are similar to how we are used to working in Germany so it was easy to find the cornerstones of the Havas puzzle, but then it started to get really difficult.
Who briefs whom? How and when? Who’s responsible for the strategy and who’s handling the planning? Who sets up the campaigns? Who checks the delivery and what type of reporting is used?
So many aspects are very different in Germany, but step by step I was able to build the frame of the puzzle.
It is incredibly exciting to meet all these different departments and continually update and challenge my knowledge on how Havas Chicago operates.
Many aspects seem to be equal at the first glance; however, a closer look at details shows that there are further differences due to a completely different advertising market.
I have to be honest, I thought I would never be able to finish this puzzle.
At this point, I would like to THANK all colleagues who took time for me and all of my questions.
Now, sitting at my desk and having a completely new view of the daily work, I would like to present to you one special department at Havas Chicago.
The Analytics Team!
This team is responsible for the preparation of every reporting.
Considering how much different data has to be analyzed every day, it is obvious that this is a time-consuming process which requires a lot of know how.
The final reporting is the base for the continuous optimization of the ongoing campaign and for the planning of future campaigns. Therefore, the Analytics Team has an essential task in daily business.
It became evident that far more is involved than simply pulling out raw data from an adserver and turning it into organized results. Multiple sources of data must be tied together to connect the dots — like a puzzle ;) . In addition to creating the required reporting, the Analytics Team is also involved in the analysis of the results.
Which placement is performing well? Which is not? Might it be a technical issue or is it the placement? Maybe even the ad itself?
The analysis results are compared to the benchmark figures and used to share with the media planner and the client.
Thank you Analytics Team for helping us with this overbearing mass of data.
Certainly there are still some small pieces missing to complete the puzzle — but, I am just about to see the BIG picture ;-)
