Product updates October-December’23

We’re delighted to announce two new additions to our platform: the Scenario Planning and Channel Grouping features. These updates offer enhanced flexibility and deeper insights into your digital marketing strategies.

Scenario Planning feature

Scenario Planning offers a powerful way to strategize and forecast the outcomes of different marketing budget allocations. This feature allows marketers to experiment with various budget scenarios, providing a glimpse into potential future outcomes.

Learn more about the Optimization suite

Benefits of Scenario Planning:

• Allows selecting the scenario to meet different objectives – increase conversions with the same budget, get more conversions by increasing the budget, or reduce costs while maintaining conversion levels.
• Provides predictive insights into the impact of different budget allocations.
• Facilitates informed decision-making in budget planning and strategy development.

How does it work?

In SegmentStream’s Optimization suite, users select one of three scenarios. Each scenario corresponds to a specific marketing goal. After selecting, the platform presents budget recommendations tailored to that chosen goal.

Read the documentation to learn more about this feature.

Channel Grouping feature

The Channel Grouping feature offers a structured way to analyze marketing efforts across different channels. This tool allows for a more organized approach to monitoring and comparing performance metrics across various marketing channels.

Default channel groups:

• Paid Search
• Display Ads
• Video Advertising
• Affiliate Marketing
• Social Media (Organic and Paid)
• Others

Edit the “Channel” custom dimension to reflect your unique reporting requirements and provide a more granular understanding of your traffic sources. For instance, consider adding new groups to account for additional ad platforms your business utilises.

Another use case is that you can group Branded Search by combining Brand campaigns from Bing and Google Ads to easily compare the performance of all branded search efforts, regardless of the platform.

Read the documentation to learn more about this feature.