Digital Media: Measurement & Attribution

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Developing a measurement plan and analyzing campaign performance.

Published in: Technology, Business

Digital Media: Measurement & Attribution

  1. 1. TMK.EDU MEASUREMENT AND ANALYTICS Presented by Ashley Sobel 9/25/13 Monday, November 11, 13
  2. 2. WHAT WE’LL COVER Measurement: Analytics: Developing a measurement Plan Analyzing Campaign Performance Monday, November 11, 13
  3. 3. MEASUREMENT Monday, November 11, 13
  4. 4. DEVELOPING A MEASUREMENT PLAN Step 1: Identify Campaign Goals and Objectives Monday, November 11, 13
  5. 5. DEVELOPING A MEASUREMENT PLAN Step 2: Determine Key Performance Indicators (KPIs) Site Landings Total Landings, Cost Per Landing (CPL), # of Landings per Touch Point eCommerce Volume of Sales, Cost per Acquisition (CPA), Additional Purchases, Increase Share of Spend Brand Awareness Interaction and Engagement Rates: Cost per Engagement (CPE), Video Views, Time Spent with Messaging Generate Leads Number of Leads, Cost per Lead (CPL), Number of Sign Ups or Opt-Ins Monday, November 11, 13
  6. 6. DEVELOPING A MEASUREMENT PLAN Step 3: Establish a Campaign Benchmark Source: DoubleClick Display Benchmarks Tool Monday, November 11, 13
  7. 7. DEVELOPING A MEASUREMENT PLAN Step 4: Pull Campaign Performance Monday, November 11, 13
  8. 8. DEVELOPING A MEASUREMENT PLAN Step 5: Measure! Monday, November 11, 13
  9. 9. ANALYTICS Monday, November 11, 13
  10. 10. HOW TO ANALYZE PERFORMANCE Fractional Attribution Last Ad Last Click Monday, November 11, 13 Shared Attribution
  11. 11. HOW TO ANALYZE PERFORMANCE Fractional Attribution Last Ad Last Click Monday, November 11, 13 Shared Attribution
  12. 12. LAST AD Michael Carter Williams gets credit for the basket... ...even though the pass was an assist from Brandon Triche Monday, November 11, 13
  13. 13. FRACTIONAL ATTRIBUTION They all have different stat lines, but they all get credit for the win Monday, November 11, 13
  14. 14. LAST AD VS. FRACTIONAL ATTRIBUTION Last ad credits only the final touchpoint in the user path Product Ad 100% Fractional Attribution assigns credit to each touchpoint leading up to a conversion Brand Ad 15% Monday, November 11, 13 Brand Ad Brand Ad + 15% + 20% Brand Ad + 15% Brand Ad + 15% Product Ad + 20% = 100%
  15. 15. HOW DO WE DETERMINE HOW MUCH CREDIT EACH TOUCHPOINT GETS? Monday, November 11, 13
  16. 16. FRACTIONAL ATTRIBUTION EXAMPLE: PLACEBO TESTING Monday, November 11, 13
  17. 17. FRACTIONAL ATTRIBUTION EXAMPLE: PLACEBO TESTING Landing Rate 0.25%$ 0.20%$ 0.15%$ 2 3% 1 ft Li 0.10%$ 0.05%$ 0.00%$ Placebo Creative Advertiser Creative Lift is determined by comparing the client creative messaging to placebo creative Monday, November 11, 13
  18. 18. FRACTIONAL ATTRIBUTION EXAMPLE: TIME DECAY MODEL 300,000 Landings 250,000 Month Two Month One Month Three 200,000 150,000 100,000 50,000 1 7 13 19 25 31 37 43 49 55 61 67 73 79 85 91 Lookback Window - Days In this example, 40% of all site landings occurred in the first 7 days from advertising exposure Monday, November 11, 13
  19. 19. FRACTIONAL ATTRIBUTION EXAMPLE: TIME DECAY MODEL Attribution 60% 50% 50% 40% 30% Attribution 25% 20% 10% 13% 6% 3% 2% 1% 4 5 6 7 0% 1 2 3 Days prior to landing This Time Decay Model credits all touch points leading up to a conversion, but prioritizes recency of the touch point exposure Monday, November 11, 13
  20. 20. WE’VE MEASURED AND ANALYZED CAMPAIGN PERFORMANCE... WHAT’S NEXT? Monday, November 11, 13
  21. 21. OPTIMIZE! Take the insights from your analysis, optimize the campaign and repeat (and repeat, and repeat...) to continue improving performance Monday, November 11, 13
  22. 22. IN SUMMARY 1. Clearly define campaign goals upfront - and develop a measurement plan to measure success 2. 3. Optimize, Optimize, Optimize Look at performance, scrutinize the data and pull out some insights Monday, November 11, 13
  23. 23. THANK YOU! Monday, November 11, 13

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