Three Gaps In Your Ad Data: You Don't Know What You Don't Know

Three Gaps In Your Ad Data: You Don’t Know What You Don’t Know
A look at how panel-based measurement can complete your advertising analysis
March 2011

Today’s presenters
Damian Roskill, Managing Director, Marketing at Compete
Kyle Johnson, Director, Media Products at Compete

Webinar logistics
Today’s webinar will be recorded. You will be emailed a link.
Please enter your questions in the Questions box. We will answer as many as possible at the end.
If you have technical difficulties, try loggingback in or use a different browser
The Twitter hashtag for today’s webinar is #CompeteMP

Introduction to Compete
Founded in 2000, joined WPP/Kantar in 2008
Passionate about understanding consumers to inspire great marketing
Fastest-growing operating company within Kantar in terms of revenue and new customer growth
World-class advertiser, agency and media clients
Strategic partnerships to enable marketing optimization and provide holistic view of consumers
Leading the creation of a global, multi-screen, single-source consumer-panel with Lightspeed Research for WPP

Agenda
Webinar (20-25 min)
How to get a more accurate picture of basic media measures like reach
How to get a true advertising ROI by measuring across multiple sites.
How to track outside your reached audience to decrease wasted advertising spend
Q&A (10-15 min)

Half the money I spend on advertising is wasted; the trouble is I don't know which half.
John Wanamaker, US department store merchant (1838 - 1922)

I was so wasted, I don’t know where I placed half my advertising last night.
Media buying intern, lower Manhattan (1989- )

The media optimization challenge:
Your systems give you a continuous view of your ads and advertising outcomes.
But can you see everything that you need to see?

Cookies Do Crumble

What tool do you trust to measure your campaigns’ reach?

SALT LAKE CITY, Adobe Omniture Summit 2011 — March 9, 2011—Adobe Systems Incorporated (Nasdaq:ADBE) today announced that it has received Media Rating Council (MRC) accreditation for a new report within Adobe® SiteCatalyst®, powered by Omniture®. The following Adobe SiteCatalyst metrics are now accredited: Page Views, Visits, Daily Unique Cookies and Time Spent on Site. These metrics measure digital audience size and engagement.

tag
panel

Let’s recap what we learned
Your site and campaign analytics systems are great
Cookies aren’t people, and cookies break
The unbroken view provided by a panel gives a better read on metrics that measure people – like reach and frequency

Tunnel vision

Do you measure your campaigns’ impact on market share?

Artist:PeikwenCheng

Advertiser’s Share of Visitors
(Advertisers’ share of competitor-set (“in-market”) site visitors exposed vs. control, campaign + 4 weeks)
+11%pt**

3rd Party Research Activity
(Rate of visits to product-related research content versus control, weeks since first exposure to ad
+.1%pt**
+.2%pt**
+.2%pt**
+.3%pt**

You still love your campaign analytics system
You will not see the macro view in your tunnel
A panel-based view provides vital awareness of out-of-funnel outcomes and market context

Lurking leanings

What’s the one metric that best measures an campaign’s effectiveness?

From a recent RFP:
“For the past several years, <our client> has been challenged by how to measure the sales impact of their online media campaigns. Through the use of <internal systems>, we're able to measure the e-commerce sales associated with banners--both the sales that resulted from a click (click-through) and the sales that resulted from people who merely viewed our banners (view-through). The view-through sales far exceed the click-through sales, which is not surprising when one considers the volume of impressions we deliver, and the low click-trough rates associated with display campaigns. However, this also leads to a fair degree of skepticism….
How many of those purchasers who merely viewed a banner made that purchase because they saw that banner?”

Conversion Rate by weeks following exposure
Rate of conversion and lift versus control, weeks since first exposure to ad
+0.24%pt**
+0.32%pt**
+0.34%pt**
+0.35%pt**

Local campaign and conversion analytics: 
Your local analytics won’t tell you what certain consumers would have done without your prompting
A panel-based view lets you see how much of your campaign yield was truly incremental gain

We learned how panel-based analytics
Give a more accurate picture of basic media measures like reach
Give a more complete account of advertising outcomes
Enables you to see which ad dollars you didn’t really have to spend

Thank you…
Damian Roskill
Managing Director, Marketing
617-933-5670
droskill@compete.com
www.compete.com
Kyle Johnson
Director , Media Products
617-933-5670
kjohnson@compete.com
www.compete.com

Questions?

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Three Gaps In Your Ad Data: You Don't Know What You Don't Know

by Compete on Mar 21, 2011

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Three Gaps In Your Ad Data: You Don’t Know What You Don’t Know Presentation Transcript