DMA

Digital Media Audit

Report Methodology

In general, audits are conducted for two reasons:

  1. To provide an objective, empirical assessment of the results achieved; and
  2. To analyse processes and procedures (and their agency(s)) in order to make an assessment of the integrity of those processes and procedures, with a view to highlighting where there may be inefficiencies and/or vulnerabilities.

At the heart of the process we are asking two key questions:

  1. Did campaigns deliver on the objectives that were set?
  2. Can clients do things better?

Ultimately, and fundamentally, this audit is all about giving you peace of mind. Peace of mind that your plans are working and delivering on targets; Peace of mind that your money is being spent appropriately and adding value; Peace of mind that your programmatic strategy is robust.

Clients need to be confident that it is getting ‘bang for buck’. You need to have the ability to measure, analyse and review programmatic strategies. Our goal is to provide brands with an assessment of the effectiveness of their programmatic media. Our aim therefore, is to provide you with actionable items and recommendations that meet four key criteria.

Our findings must therefore be:

  • Action-oriented
  • Empirical
  • Conclusive
  • Future-focused

We discuss these criteria below.

Action-oriented
By ‘Action-oriented’ we intend that this Audit be focused on providing you with actionable steps aimed at driving increased ROI, better documentation, improving transparency, and generating better campaign performance.

Empirical
It is important that we take an empirical approach to the Audit. Assumptions can be made but in general our aim is for evaluations, assessments and recommendations to be based on empirical evidence. An empirical approach requires full access to measurement data. The aim is to avoid projections, estimates, and modelling.

Our goal in conducting this Audit is to give precise accountings of delivery and compliance – and, importantly, where the gaps are. An empirical approach requires that measurable and comparable KPIs are in place.

Conclusive
The whole point in conducting an audit is to provide you with objective, conclusive and definitive findings that are 100 percent fact-based. Our objective is not to provide you with debatable points that are open to interpretation. Our recommendations are derived from the client’s actual data, at the individual occurrence level.

Transparency must be just as evident in the process of audit as we want it in the implementation of programmatic strategies and tactics. It must be the guiding principle and the expectation between all parties: client, agency(s) and media vendor(s).

Future-focused
Above all, this audit should provide actionable insights and confirmation of performance (or identification of non-performance) that can be applied to the overall improvement of programmatic performance and results going forward.