Pathmatics

“Digital marketing backbone runs strong”

Pros

It is very user friendly and it covers a wide range of features that support every stage of media strategy, planning, buying and execution. The visualizations are especially helpful because they can be dropped straight into decks and save a lot of time. It gives a clear view of the competitive landscape, where we stand, how we compare and where we need to go. I can also quickly evaluate creative on a potential publisher, pull competitor creative and review spend data. Overall it serves as a core tool for anyone working in digital marketing.

Cons

The tool keeps adding new functionality which is encouraging but there is still more to be done before it can fully operate as a true global partner. That said it does cover most of the key geographies. One common concern is around spend analysis since the numbers need to be viewed directionally and taken with some caution. The data is not 100% accurate although that is understandable with this type of platform. Even so I do trust their methodology, while recognizing that there are still blind spots sometimes fairly significant ones.

“Visibility across networks adds value”

Pros

One thing that's especially valuable is the methodology since it lets us analyze social networks alongside traditional display. That broader view makes the platform much more useful.

Cons

I really have two sticking points which are that there's no search data and the product detail is fairly limited. I can drill down to the individual creative executions but I don't want to review each one manually just to figure out which specific product is being promoted.

“creative placements finally clearly visible”

Pros

Being able to see all the creative assets and exactly where they're being placed is really valuable.

Cons

There's a lot to navigate so it's pretty easy to get sidetracked.