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Measuring off-site traffic - Adrian Kingwell

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Measuring Offsite Traffic was a presentation given at Mezzo Labs' "Getting Ahead in Web Analytics" event in February 2014. Topics covered include social media monitoring, ad-server (paid media) …

Measuring Offsite Traffic was a presentation given at Mezzo Labs' "Getting Ahead in Web Analytics" event in February 2014. Topics covered include social media monitoring, ad-server (paid media) tracking and competitor benchmarking

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  • 1. Adrian Kingwell, Mezzo Labs February 2014 Measuring offsite. Ad-serving data, social monitoring, competitor benchmarking
  • 2. AD-SERVING
  • 3. “ “ Definition of ad serving • The technology that places ads on 3rd party web sites • Ad serving companies provide software that: – Serves ads – Counts them – Optimises them – Monitors progress of different campaigns • Two types: – Publisher ad servers – Advertiser (or third party) ad servers
  • 4. Your landing page Advertiser’s site Ad serving platform Report Your conversion page
  • 5. “ “ How does it help your business? 1. Understand best performing ads, campaigns and creative 2. Optimise best ads – Re-targeting – Behavioural targeting – Contextual targeting 3. Optimise your media budget – Attribution modelling 4. Get a view of what your customers do outside your site 5. Deliver personalised ads NB You paid for these ads, this is your data
  • 6. “ “ Vendors • Adtech • Atlas • Google DoubleClick • Mediaplex
  • 7. Doubleclick is owned by Google. Data connects with Google Analytics Premium, but not much else.
  • 8. DoubleClick’s Bid Manager could allow clients to do their own media buying
  • 9. Microsoft sold Atlas last year to Facebook. Why is Facebook interested in this technology?
  • 10. Atlas do have good analytics tools, and allow you to connect to their data via an API.
  • 11. Mediaplex has united with Commission Junction, Greystripe, Dotomi and Valueclick Media to form Conversant. “First comprehensive personalized marketing platform that ignites engagement, drives sales and increases ROI.” “It’s true one-to-one marketing at scale…”
  • 12. Summary • It’s your data, so use it • Have a say in the technology, don’t let your media agency choose it • Get a fuller view of the customer, personalise the end-to-end experience
  • 13. SOCIAL MONITORING
  • 14. “ “ Definition of social media monitoring • Active monitoring of social media channels for information about a company • Two main factors in online conversation about a brand or topic – volume – sentiment of • Channels include: – blogs, wikis, news sites, micro-blogging (Twitter), social networking sites (Facebook), video/photo sharing websites (Vine, Pinterest, Instagram, Snap), forums, message boards
  • 15. “ “ How does it help my business? • Find insights into your brands’ visibility on social media – See what consumers think about specific topics, brands or products – Spot emerging trends – Identify opportunities for engagement – Be alerted to impending crises • Measure the impact of SM campaigns • Run SM campaigns • Assess competitor activity and share of voice
  • 16. “ “ Vendors • Adobe Social • Brandwatch • Onalytica • Radian6 • SDL SM2 • Synthesio • Sysomos
  • 17. Summary • Use the tool to measure… and respond • Connecting to campaigns turns social media into a legitimate marketing channel
  • 18. COMPETITOR RESEARCH
  • 19. “ “ Definition of competitor research • Tools or services that help you understand where you rank against your competition
  • 20. “ “ How does it help your business? • Measure digital performance against your competitors – Prove to your bosses that you’re doing a good job • Benchmark KPIs based on peer group ranking • Identify off-site user behaviour • Improve SEO and content development • Improve advertising and affiliate campaigns
  • 21. “ “ Vendors • Alexa • Compete • Comscore • eBenchmarkers • Hitwise • Quantcast
  • 22. Hitwise uses both ISPs and opt-in Internet panel providers to deliver its data.
  • 23. Summary • You get what you pay for • Real power comes from an integrated solution

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