Display Measurement Concepting To Completion V2.0

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Partnered with Nielsen & Vizu: Overview (targeted at an intermediate audience) into Display Measurement from Concepting through to Re-Application of insights

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Display Measurement Concepting To Completion V2.0

  1. 1. Display MeasurementConcepting to “Completion”<br />John Grudnowski<br />Founder & Managing Partner<br />Mike Abramson<br />Director of Sales<br />Gail Zielinski<br />Account Director<br />
  2. 2. I’ll send a PDF….Please don’t worry about notes. Let’s talk<br />First:<br />
  3. 3. Expectation Setting:<br />Just in case:<br /><ul><li>CTR – Click Through Rate
  4. 4. CPM – Cost Per Thousand
  5. 5. CPC – Cost per click</li></ul>Also Note:<br /><ul><li>This topic could be a full day. We’re going to have to leave a lot out
  6. 6. We’re showing many visual examples & the Pace will be fast. Please stop us and ask questions
  7. 7. Showing a lot of FRWD/Vizu/Nielsen graphs. We’re not up here trying to promote. We’re just showing examples. And our works is what we’ve got. Forgive us on that please.</li></li></ul><li> I encourage you to spend a day, or week following this and research the following. <br /><ul><li>Bluekai: www.bluekai.com
  8. 8. Quantcast: www.quantcast.com
  9. 9. Google (Adplanner, Trends, Keyword Tool)
  10. 10. Hitwise: www.hitwise.com
  11. 11. AdGooRoo: www.adgooroo.com
  12. 12. Site Analytics (Webtrends, Google Analytics, etc)
  13. 13. Ad Serving (DoubleClick Dart for Advertisers):
  14. 14. Panel-based measurement: www.Nielsen.com
  15. 15. Survey: www.Vizu.com</li></ul>Tools Touched On Today:<br />
  16. 16. <ul><li>Measurement can unlock greatness in creative
  17. 17. Measurement can cause headaches. We’re here to show research ops & provide perspective – Not provide the holy grail.
  18. 18. Measurement can be very expensive. Know when is enough.
  19. 19. Great measurement will improve your relationships internally or with your clients (poor measurement will create the inverse)</li></ul>Why we’re here:<br />
  20. 20. Concepting to “Completion”<br />Display Media Measurement<br />How we get there<br />Re-Application<br />Planning<br />Management / Optimization<br />Before Anything, You Must…<br />
  21. 21. <ul><li> Know Your Desired Outcomes</li></ul> Very important these are not defined as a metric to start<br /><ul><li>What is the “team” truly looking to accomplish?
  22. 22. Client/Team Brand Objectives
  23. 23. Client/Team Business objectives (hopes & dreams)</li></ul>Before anything: You must…<br />
  24. 24. <ul><li>Define Your Desired Outcomes</li></ul> Must be a metric: Can’t measure progression without a baseline<br /><ul><li>High Level Goals (Hypothetical Examples Below):
  25. 25. Macro: Sales Lift and ROI per $1.00 spent (Measured in offline sales)
  26. 26. Macro: Brand Awareness Lift (Measured via online survey)
  27. 27. Micro: “Understand” creative / message impact on core media metrics
  28. 28. Micro: xx% lift in core media metrics
  29. 29. Online Engagement (Media interaction rates, Social “Hub” interaction, On-site interaction)
  30. 30. Impact on competitive media & creative strategy, </li></ul>Before anything: You must…<br />
  31. 31. <ul><li> Know Your Access to Data</li></ul> Hint: You may need to ask for more<br /><ul><li>What can you control?
  32. 32. What data will you have access to?
  33. 33. Understand Your Environment.
  34. 34. What is your role? How far can you take measurement?</li></ul> Important: If you can’t measure the goal due to lack of access…Find a way to create access OR reset expectation for goals<br />Before anything: You must…<br />
  35. 35. <ul><li>Have a way to “Collect Data”</li></ul>Examples Covered Today: <br /><ul><li>Standard Media Data Collection (Based on Tagging)
  36. 36. Extended to sales, social, other “owned” sources
  37. 37. Measured Brand Lift? Message & Audience Testing?
  38. 38. Offline: Sales Increases? </li></ul> Hint: Media Metrics + Engagement + Sales Typically is achievable<br />Before anything: You must…<br />
  39. 39. <ul><li>Have a way to “Store Data”</li></ul> Hint: Consistency begins before the campaign launches<br />Before anything: You must…<br />
  40. 40. <ul><li>Create a baseline: And define your “Heartbeat Metrics”</li></ul> Hint: Can’t measure progression from day 1 without a baseline<br />Before anything: You must…<br /><ul><li>Brand Term Searches & Brand Term PPC CTR
  41. 41. Extended to sales, social, other “owned” sources
  42. 42. Site Traffic
  43. 43. Referring source traffic; organic search, 3rd party links
  44. 44. Social Interaction
  45. 45. Number of; Posts, Tweets, links generated (“likes per day” is a good one)</li></li></ul><li><ul><li>Know & Define the Influences (Variables) on your data”</li></ul>What will be in market<br /><ul><li>Your Display Program is a variable against the Heartbeat
  46. 46. You cannot measure impact without a constant
  47. 47. Write them all down. (Other Variables):
  48. 48. Creative Messaging + Look & Feel
  49. 49. PR / Social presence
  50. 50. Cultural Influences (may uncover interesting insight about your brand)
  51. 51. Media Mix (Television? Radio?</li></ul>Before anything: You must…<br />
  52. 52. <ul><li>Separate “hope will happen”, from what “Is Happening”</li></ul>We are measuring. Let go of your biases.<br /><ul><li>Don’t fall in love with one display creative upfront
  53. 53. Don’t expect all site builds, apps, widgets to react the same
  54. 54. Don’t expect all Products or Audience targets to work</li></ul> (Our job is to measure and provide insight. Whichever wins wins, then take what we learn and re-apply it to all teams) <br />Before anything: You must…<br />
  55. 55. Concepting to “Completion”<br />Display Media Measurement<br />How we get there<br />Re-Application<br />Planning<br />Management / Optimization<br />Before Anything, You Must…<br />Targets, Tactics & Technology<br />
  56. 56. Targets, Tactics, Technology<br /><ul><li>Define what you “Need” to reach Desired Outcomes</li></ul>Three Brief Exercises Today…<br /><ul><li>Targets: Audience Definition
  57. 57. Tactics: Media tactics
  58. 58. Technology: Select partners upfront</li></ul> Note: Our topic is “Measurement”, not defining audience and tactics. As a result this section will be very light in detail however it’s vital to include as clarity up front leads to good measurement<br />
  59. 59. Targets, Tactics, Technology<br /><ul><li>Exercise #1: Audience Definition / Segmentation</li></ul>In this example, we are assuming the brand team or client has defined core audience “targets”<br />In order to determine influence on messaging against a target…You must have the ability to individually target that segment<br />
  60. 60. Targets, Tactics, Technology<br /><ul><li>Exercise #1: Audience Definition / Segmentation</li></ul>Note: This presentation is on measurement. Audience Selection could be another hour. Let’s discuss if interested<br /><ul><li>Data Providers & Aggregators
  61. 61. Panels-Based / Influenced </li></ul>There are other methods…start here though…and also consider<br />emerging products such as Vizu<br />
  62. 62. Plan by Audience: Snapshot<br /><ul><li>Planning tools are becoming more targeted</li></ul>Site A<br />Site C<br />Site D<br />Site B<br />Audience Insight data supplied by © 2010<br />
  63. 63. Targets, Tactics, Technology<br /><ul><li>Exercise #2: Display Tactics to Target Audiences</li></ul>We then define, and document testing on all Media Tactics<br /><ul><li>Inventory
  64. 64. Networks
  65. 65. Direct site buys
  66. 66. “Owned Sites”
  67. 67. Exchanges
  68. 68. Social Media
  69. 69. etc
  70. 70. Units
  71. 71. Video
  72. 72. Rich-Media
  73. 73. IAB sizes
  74. 74. Sponsorships
  75. 75. Skins
  76. 76. etc
  77. 77. Creative
  78. 78. Message
  79. 79. Look & Feel
  80. 80. etc</li></li></ul><li>Media Tactics<br /><ul><li>Tactics: Clearly Identify Channels</li></li></ul><li>Media Tactics<br /><ul><li>Tactics: Map all KPIs</li></li></ul><li>Media Tactics<br /><ul><li>Tactics: Develop a cadence</li></li></ul><li>Targets, Tactics, Technology<br /><ul><li>Exercise #3: Technology / Tagging </li></ul>Revisit data access, and ensure Technology is synced<br /><ul><li>Inventory Acquisition, Delivery & Optimization
  81. 81. Demand Side Platforms + optimization engines
  82. 82. Data Warehouse
  83. 83. etc
  84. 84. Data Storage
  85. 85. Audience
  86. 86. Testing, Verification
  87. 87. Reporting</li></li></ul><li>Tagging: Nielsen<br />Plan online display ad campaign across various sites and portals best fit to your brand/campaign objectives and target market<br />Build your online creative executions/ad units<br />Embed Nielsen Online’s “tag” into each creative ad unit<br />Tagged ads are seen by millions…<br />Ad Server<br />Thousands of whom are in Nielsen Online’s sample and we use this sample to project & report the online campaign dynamics<br />Ad<br />Nielsen OnlineTag<br />Hundreds of whom are in Nielsen Homescan’s sample and we use this sample to link to offline purchase behavior and sales impact<br />
  88. 88. Concepting to “Completion”<br />Display Media Measurement<br />How we get there<br />Re-Application<br />Planning<br />Management / Optimization<br />Mindset<br />Targets, Technology & Tactics<br />Synergy Across Teams<br />
  89. 89. Synergy across teams<br /><ul><li>Set Expectations Across Teams</li></ul>At this point, we assume the brand team or client has define core audiences<br /><ul><li>Creative & Brand Strategy
  90. 90. The more teams are involved, the more influenced they will become
  91. 91. Allow teams to punch holes in your thinking. Your thinking will improve, and you will earn their trust. </li></li></ul><li> With all this defined. We Launch our Display Program <br />
  92. 92. Concepting to “Completion”<br />Display Media Measurement<br />How we get there<br />Re-Application<br />Planning<br />Management / Optimization<br />Before Anything, You Must…<br />Speed to Macro + Micro Visualization <br />Targets, Technology & Tactics<br />Synergy Across Teams<br />
  93. 93. Days, Weeks and Months later…. <br />
  94. 94. Vital: Holistic Views Win<br /><ul><li>Tip: Collect data from all in-market influences
  95. 95. Display + Search + Site Analytics + Social + TV + PR + Others
  96. 96. Aggregate in Macro-Format, then dive into Micro Influences
  97. 97. Without viewing the whole. How can you really know impact?</li></li></ul><li>Vital: Speed to Insight<br />
  98. 98. 33<br />Vital: Visualize Standard Metrics<br /><ul><li>With aggregate data, Then Dive Deeper….
  99. 99. Impact on Heartbeat: (brand search, Social Interaction, sales, etc)
  100. 100. Contextual Relevancy: (How our ads perform along various content, in various environments)
  101. 101. Location Variations: (How our ads perform in varied geos)
  102. 102. Offer Variations: (How do discounts, coupons, others impact performance)
  103. 103. Performance to Audience Targets: (Gender, Age, Intent, etc.)</li></li></ul><li>34<br />Impact on Heartbeat<br /><ul><li>Monitor Search: Display typically has huge impact on search volume
  104. 104. Volume & CTR typically increase when display is in market</li></ul>Note: Display acts VERY similar to TV in this case. Not exactly apples to apples, but provides a good metric for awareness justification<br />
  105. 105. 35<br />Contextual / Inventory Relevancy<br /><ul><li>Isolate measurement by context & inventory
  106. 106. Note: CTR not the most important metric. Each has an individual role + cost + effective impact</li></ul>Content: A B C D E F G<br />
  107. 107. 36<br />Contextual / Inventory Relevancy<br /><ul><li>Build in additional measures beyond CTR
  108. 108. Syncing with site analytics (Conversion Rates are key)
  109. 109. This example show highest CTR NOT the lowest cost traffic</li></li></ul><li>37<br />Offer + Location Variations<br />conversions<br />
  110. 110. 38<br />Offer Variations<br /><ul><li>Easy: Constant testing. A/B at a minimum
  111. 111. The example below from a Facebook “like” program had an 89% lower cost per “like” than baselines ($1.18 vs. $2.23) </li></li></ul><li>39<br />Expand beyond Media Metrics<br /><ul><li>Extend beyond pure media metrics
  112. 112. With a different message & offer in market via Display…We saw growth from women with little impact from men.
  113. 113. 72% of new fans after coupon were Women. What can that tell us? </li></ul>Week Fan Coupon Released<br />
  114. 114. 40<br />Expand beyond Media Metrics<br /><ul><li>Media + Offer will Influence your site visitor’s profile.
  115. 115. Low media:bulk of traffic Men (59%), ages 25-54 (74%)
  116. 116. With Media + Coupon: Increase in female traffic, most driven by coupon and saver blogs and sites (Women 53%)</li></ul>Low Media Activity Audience<br />Post-Coupon Announcement Audience<br />*source: quantcast<br />
  117. 117. Expand beyond Media Metrics<br /><ul><li>Media + Offer will Influence your site visitor’s profile
  118. 118. Post campaign traffic more affluent, more educated (Which matched our Target in this example)</li></ul>Site Audience Pre-media<br />Site Audience During Media<br />
  119. 119. Concepting to “Completion”<br />Display Media Measurement<br />How we get there<br />Re-Application<br />Planning<br />Management / Optimization<br />Before Anything, You Must…<br />Speed to Macro + Micro Visualization <br />Targets, Technology & Tactics<br />Survey Based Measurement “Vizu”<br />Synergy Across Teams<br />
  120. 120. Expand beyond Media Metrics<br />Vizu technology provides clients with real-time brand measurement data allowing for in-campaign learnings and optimization capabilities.<br />
  121. 121. Vizu<br />
  122. 122. Measuring Brand lift<br /><ul><li>2 weeks after launch there is no brand lift</li></ul>Brand Lift data supplied by © 2010<br />
  123. 123. Optimize by Creative Tactic<br /><ul><li>Drop the least performing creative unit, message, tactic</li></ul>Brand Lift data supplied by © 2010<br />
  124. 124. Optimize by Creative Tactic<br /><ul><li>4 weeks following launch the campaign is starting to recognize some brand lift</li></ul>Brand Lift data supplied by © 2010<br />
  125. 125. Optimize by Frequency Capping<br /><ul><li>Capping at 6x exposures minimizes low impact impressions</li></ul>Brand Lift data supplied by © 2010<br />
  126. 126. Results: Better Brand Lift<br /><ul><li>6 weeks into the campaign and we are seeing sizable brand lift</li></ul>Brand Lift data supplied by © 2010<br />
  127. 127. Optimize by Site<br /><ul><li>Drop the least performing site, network, or targeting tactic</li></ul>Optimize by Site<br />Site A<br />Site B<br />Site C<br />Site D<br />Brand Lift data supplied by © 2010<br />
  128. 128. Brand Lift – WOW<br /><ul><li>End of campaign and lift was tremendous</li></ul>Brand Lift data supplied by © 2010<br />
  129. 129. Concepting to “Completion”<br />Display Media Measurement<br />How we get there<br />Re-Application<br />Planning<br />Management / Optimization<br />Before Anything, You Must…<br />Speed to Macro + Micro Visualization <br />Targets, Technology & Tactics<br />Survey Based Measurement “Vizu”<br />Don’t forget Competitive<br />Synergy Across Teams<br />
  130. 130. Vital: Competitive Influence<br /><ul><li>“Real World” Situational Example:
  131. 131. Competitor is leader in Category
  132. 132. Client seeking to position themselves within category
  133. 133. Goals of increased market share + revenue
  134. 134. Tools Used
  135. 135. Hitwise (shown)
  136. 136. Adgooroo (shown)
  137. 137. Compete (shown)
  138. 138. Quantcast</li></li></ul><li>Vital: Don’t Forget Competitive<br /><ul><li>Constantly monitor competitive heartbeat metrics
  139. 139. Competitor’s spend increased across all campaigns each month.
  140. 140. Monitored significant shifts in competitive spend & messaging in 2 major categories</li></ul>*Information was collected from AdGooroo.<br />
  141. 141. Vital: Don’t Forget Competitive<br />Start of campaign<br />Competitor<br />Client<br /><ul><li>Constantly monitor competitive heartbeat metrics
  142. 142. Competitor traffic drop of 15.9% since campaign launch
  143. 143. Client increase of 4.3% </li></ul>*Information was collected from Compete.com.<br />**Compete.com information is directional and intended to provide high level insight on traffic trends. Compete.com does not provide insight to traffic at the sub domain or category level.<br />
  144. 144. Vital: Competitive Influence<br />Noted Impact from Monitoring Client & Competitive<br /><ul><li>Competitor: traffic drop of 16%
  145. 145. Competitor: Time spent on-site dropped 14%
  146. 146. Competitor: Traffic from “client” search terms down 71%
  147. 147. Client: Forced a 41% increase in competitive spend
  148. 148. Client: Traffic increase of 4.8%
  149. 149. Client: Revenue increase of 238%</li></li></ul><li>Concepting to “Completion”<br />Display Media Measurement<br />How we get there<br />Re-Application<br />Planning<br />Management / Optimization<br />Before Anything, You Must…<br />Speed to Macro + Micro Visualization <br />Offline Impact on ROI “Nielsen Vignette”<br />Targets, Technology & Tactics<br />Survey Based Measurement “Vizu”<br />Don’t forget Competitive<br />Synergy Across Teams<br />
  150. 150. Nielsen:<br />The Nielsen Company<br /><ul><li>Industry’s leading provider of media & marketing measurement services
  151. 151. Providing nationally representative media audience data and all-outlet consumer purchase data
  152. 152. Approximately 100K households across the US use an in-home scanner to report information about their shopping trips – the retailers they shop in and the UPC coded goods that they buy
  153. 153. Is a longitudinal and representative panel through which we have a database of “who buys what, when, and where”</li></li></ul><li>Post: Offline Sales / ROI<br />Via the tags, identify all Nielsen Homescan panelists who were exposed to the advertising<br />Examine the exposed group and match it to a control group<br /><ul><li>The control group is created to be the same in size and have similar demographic profiles, geographic
  154. 154. dispersion, outlet shopping patterns, and previous category & brand buying behavior {see Appendix for
  155. 155. full list of matching variables}</li></ul>Compare the two groups through an Analysis of Covariance (ANCOVA controls for any other extraneous factors) to isolate differences in product purchasing during and after the execution of your online display advertising campaign<br />$2.27<br />+13%<br />Exposed Sample<br />Avg. Brand $ Purchased - Exposed Group<br />$2.01<br />Control Sample<br />Avg. Brand $ Purchased - Control Group<br />59<br />
  156. 156. Brand & Dollar Sales Trends<br />Test Period End<br />Campaign <br />Start End<br />Campaign Sales Lift<br />Page 60<br />
  157. 157. Brand & Dollar Sales Trends<br />TOTAL DOLLAR SALES “LIFT”<br />PENETRATION DIFFERENCE<br />Primary impact of campaign on creating incremental penetration<br />46% sales “lift”<br />Percent Difference: 46%<br />Significance Level: 99%<br />Percent Difference: 37%<br />Significance Level: 99%<br />PURCHASE FREQUENCY DIFFERENCE<br />PURCHASE AMOUNT DIFFERENCE<br />Secondary impact of campaign on purchase frequency<br />No measurable impact on purchase amount/size<br />Percent Difference: 7%<br />Significance Level: 84%<br />Percent Difference: 0%<br />Significance Level: 29%<br />61<br />
  158. 158. “Short Term” Incremental Sales<br />Adv Item<br />Measured<br />incremental<br />worth per hhld<br />Per Household Incremental $<br />Offline Impact: Short-Term Payback / Roi<br />$0.46<br />X<br />TIMES<br />How many hhlds were<br />exposed<br />4.44%<br />Percent of Panel Reached <br />Total Online Households<br />X <br />80,770,000<br />Estimated Campaign Reach<br />3,586,188 hhlds<br />II<br />EQUALS incremental sales<br />$1,649,646<br />Total Incremental Sales from campaign<br />Project your incremental short term sales as a result of the campaign<br />Then use this (along with the program cost) to calculate ROI<br />62<br />
  159. 159. Concepting to “Completion”<br />Display Media Measurement<br />How we get there<br />Re-Application<br />Planning<br />Management / Optimization<br />Before Anything, You Must…<br />Speed to Macro + Micro Visualization <br />Offline Impact on ROI “Nielsen Vignette”<br />Targets, Technology & Tactics<br />Survey Based Measurement “Vizu”<br />Re-Visit Goals<br />Don’t forget Competitive<br />Synergy Across Teams<br />
  160. 160. <ul><li>Revisit your goals based on measurement. Tell your story.</li></ul> Must be a metric: Can’t measure progression without a baseline<br /><ul><li>High Level Goals (Hypothetical Examples Below):
  161. 161. Macro: Sales Lift and ROI per $1.00 spent
  162. 162. Macro: Brand Awareness Lift
  163. 163. Micro: “Understand” creative / message impact on core media metrics
  164. 164. Micro: xx% lift in core media metrics
  165. 165. Online Engagement (Media interaction rates, Social “Hub” interaction, On-site interaction)
  166. 166. Impact on competitive media & creative strategy </li></ul>Revisit Your Goals: <br />
  167. 167. Concepting to “Completion”<br />Display Media Measurement<br />How we get there<br />Re-Application<br />Planning<br />Management / Optimization<br />Before Anything, You Must…<br />Speed to Macro + Micro Visualization <br />Offline Impact on ROI “Nielsen Vignette”<br />Targets, Technology & Tactics<br />Survey Based Measurement “Vizu”<br />Re-Visit Goals<br />Re-Apply<br />Don’t forget Competitive<br />Synergy Across Teams<br />
  168. 168. We are never really complete<br />Planning<br />Management / Optimization<br />Re-Application<br />
  169. 169. Concepting to “Completion”<br />Display Media Measurement<br />How we get there<br />Re-Application<br />Planning<br />Management / Optimization<br />Before Anything, You Must…<br />
  170. 170. <ul><li>Apply Data & Insight from Previous Campaigns</li></ul>Before anything: You must…<br /><ul><li>Thanks:
  171. 171. John Grudnowski, FRWD (mimasummit@frwdco.com)
  172. 172. Mike Abramson, Vizu
  173. 173. Gail Zielenski, Neilsen
  174. 174. Questions?:</li>

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