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Digital Media: Measurement & Attribution

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Developing a measurement plan and analyzing campaign performance.

Developing a measurement plan and analyzing campaign performance.

Published in: Technology, Business
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  • 1. TMK.EDU MEASUREMENT AND ANALYTICS Presented by Ashley Sobel 9/25/13 Monday, November 11, 13
  • 2. WHAT WE’LL COVER Measurement: Analytics: Developing a measurement Plan Analyzing Campaign Performance Monday, November 11, 13
  • 3. MEASUREMENT Monday, November 11, 13
  • 4. DEVELOPING A MEASUREMENT PLAN Step 1: Identify Campaign Goals and Objectives Monday, November 11, 13
  • 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. DEVELOPING A MEASUREMENT PLAN Step 3: Establish a Campaign Benchmark Source: DoubleClick Display Benchmarks Tool Monday, November 11, 13
  • 7. DEVELOPING A MEASUREMENT PLAN Step 4: Pull Campaign Performance Monday, November 11, 13
  • 8. DEVELOPING A MEASUREMENT PLAN Step 5: Measure! Monday, November 11, 13
  • 9. ANALYTICS Monday, November 11, 13
  • 10. HOW TO ANALYZE PERFORMANCE Fractional Attribution Last Ad Last Click Monday, November 11, 13 Shared Attribution
  • 11. HOW TO ANALYZE PERFORMANCE Fractional Attribution Last Ad Last Click Monday, November 11, 13 Shared Attribution
  • 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. FRACTIONAL ATTRIBUTION They all have different stat lines, but they all get credit for the win Monday, November 11, 13
  • 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. HOW DO WE DETERMINE HOW MUCH CREDIT EACH TOUCHPOINT GETS? Monday, November 11, 13
  • 16. FRACTIONAL ATTRIBUTION EXAMPLE: PLACEBO TESTING Monday, November 11, 13
  • 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. 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. 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. WE’VE MEASURED AND ANALYZED CAMPAIGN PERFORMANCE... WHAT’S NEXT? Monday, November 11, 13
  • 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. 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. THANK YOU! Monday, November 11, 13

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