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E-mail: info@iforum.ua
Oleksii Liakh
newage.
He is a co-owner of the MarTech agency newage. — one of a few agencies certified by the Google Marketing Platform. He has worked with Allo, Citrus, Rozetka, Jagermeister, Bodo, Yandex, Olx, BMW, Prom, Rocket, Moneyveo, and many others.
The basis of his approach is the openness of relations and efficiency, which is confirmed with numbers. He advocates the development of client-side expertise and, in general, the growth of local expertise at the global market level. He created his own system for media advertising evaluating — Comprehensive Analysis.
Furthermore, he is an expert with 11 years of experience in digital marketing, he has worked on the clients’ side, agencies, sales houses, and platforms. He is a speaker of the largest industry events and webinars, lecturer, author of articles.
Advertising and Promotion
15:00-15:20
Automation in Digital. An advertiser will lose if he doesn't use automation
1. Why is it relevant, explained with the examples of advertising campaigns:
- how many formats, tools, targeting/segments should be used in the advertising campaign;
- how many performance indicators are there and which one should you pay attention to;
- how many settings exist and which of them may be needed for automation;
2. What should be automated in the first place:
- load campaign settings;
- campaign results – dashboards;
- scripts that work on the basis of dashboard data;
- dynamic creative content (price changes, keyword substitution, etc.).
3. What we need to come to:
- build a KPI estimation algorithm for each campaign theme;
- create hypotheses that can be quickly tested by the system and scaled;
- create more advanced systems that can formulate and test hypotheses themselves.
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