Campaign Name Convention Builder Launched

New wounds and old pains

Small and mid-size marketing teams are struggling - AI taking away content generation work, creative jobs have been on a descending trend for years, performance campaigns have to juggle impossible tracking requirements, impossible KPIs and impossible deadlines. Old problems never really went away either - most agencies below 50 people are still drowning in excel work. Client-side teams too.

It gets better (sic!) - tooling is expensive OR bad. Decent ETL platforms are now “AI-powered” and cost upwards of $1,000/month for simple workflows (or pre-built reports that don’t deliver anything worth looking at). Bad tools are around $300/month and barely worth a tenth of that. As a consequence, reports fall somewhere between 2 extremes - basic and useless (PPT-fodder) or complicated and expensive (custom built reports, difficult to self serve). The work is not gaussian-distributed, so extremes dominate the landscape. Of course, Excel and LLMs muddy things up and further add to the mess.

This can of course be solved… but it’s neither fun, nor profitable.

Marginal value vs. core values

The worst thing anyone could do would be to serve a struggling market and prioritise problem-solving. An even worse thing would be to keep the solution private and onboarding manual, such that any hope of mass-market adoption could just as well be abandoned.

So that’s exactly what we’re doing. We’ve identified a handful of problems. We’re solving them. We’re rolling out the solutions slowly and deliberately to select partners such that we can validate that it does give them a winning edge. Hopefully this leads to profits at some point.

What’s in a name?

Most media teams don’t have solid naming convention schemas - campaign names are brittle, prone to typos and/ or abide by whatever rules the ad platforms impose on them. This complicates reporting tasks, from budget pacing through to performance attribution or media mix modelling. It adds unnecessary friction. It prevents teams from looking too hard at their data because it’s always so fucking painful .

So this is the first bugbear - the primum movens of this slice of the marketing universe: campaign names. Or, more accurately - making them robust, configurable, rich in data and easy to report on.

We’ve spent over 4 years distilling a lot of trauma into a sensible app. The Campaign Naming Convention Builder simplifies managing, deploying, and orchestrating campaign naming conventions, landing pages, url parameters and accountability. In an ideal world it also makes potato chips.

Big agencies probably have something like this in-house. We’ve certainly seen rudimentary versions in the wild. Nothing quite as flexible and definitely not built for SMEs. Until now.

Piqued your interest? There’s a button below.

xoxo