The document discusses using data and analytics to improve digital marketing efforts. It outlines a 5-step solution to identify business objectives, set goals and key performance indicators (KPIs), and analyze segments of user behavior. Objectives should be doable, understandable, manageable and beneficial (DUMB). The document also provides examples of how a digital media company used analytics to: 1) Remove overlapping traffic across publishers, 2) Cap ad frequency to avoid repetitive reach, 3) Shift budgets to publishers with higher post-click conversions, and 4) Change ad placements to increase visibility and clicks. It emphasizes that communication is an important part of analytics.

1. Digital Analytics: Data to Stories to Communication

2. #rfintent
index

3. It’s a Tangled World!

4. Not So Virtuous cycle
Marketing
Channels DATA Analysis

5. and Analytics is like your Refrigerator
You expect something ‘new’ each time you open it. You know
how many times you open it…. 

6. The Analytics Syndrome TM – These conversations are regular!
Media Buyer: “We got awesome CTR. We doubled the traffic.”
Digital Marketing Manager: “Awesome”
Analyst: “Your bounce rate is awful”
Digital Marketing Manager: “How do I fix it?”
Analyst: “Remove non-qualified traffic”

7. Where is the problem?

8. Our data points are mostly Slow and Disconnected

9. 5 step Solution:
Step one is to force us to identify the business objectives upfront and set the broadest parameters for the work we are doing. Sr. Executives play a key role in
this step.
Step two is to identify crisp goals for each business objective. Executives lead the discussion, you’ll play a contributing role.
Step three is to write down the key performance indicators. You’ll lead the work in this stop, in partnership with a “data person” if you have one.
Step four is to set the parameters for success upfront by identifying targets for each KPI. Organization leaders play a key role here, with input from
Marketing and Finance.
Step five, finally, is to identify the segments of people / behavior / outcomes that we’ll analyze to understand why we succeed or failed.

10. Your Objectives need to be DUMB
D = Doable
U = Understandable
M = Manageable
B = Beneficial
# source: Mr. Avinash Kaushik’s blog

11. Smart
KPIs
# source: Mr. Avinash Kaushik’s blog

12. KPIs
& More
# source: Mr. Avinash Kaushik’s blog

13. One needs a smart partner for this.

18. Mediamind in Action!

19. Mapping overlapping traffic across publishers
Observation
• Publisher H , I and J had a 100% traffic overlap. i.e. each and every consumer had seen the
advertisement from other publishers as well
Action:
• Media plan was altered and inventory was shifted publishers having minimum overlap
Result:
• Removing publisher H, I and J – Less spillage & Cost saving.

20. Mapping frequency for better creative deliveries
Observation:
• In the above example, After Frequency 4, the unique to served impressions were
consistent but the CTR had dropped from 3% to 1%
Probable reason:
• This could be because the user had been previously reached via other channels and was
not interested to click even after seeing the advertisement.
Action :
• Frequency was capped to 3min and 5 Max for all publishers to avoid the repetitive reach.

21. Conversion analysis for efficient utilization of budgets
Observation
• In the above example, Publisher A and D has highest reach, however Publisher E and
F have better post click conversions rate.
Action:
• Media inventory was shifted across publishers having high post click conversion as
the marketing objective of the campaign was driving visits to landing page.

22. Driving deliveries by increasing visibility
Observation:
• Publisher D and G had the lowest screen share and visibility duration and had delivered low CTR.
Action:
• Ad placements were changed on publisher D and G having increased ad visibility.
Result:
• The CTR of publisher D and G reached the average campaign CTR

23. Digital: Art + Science
Most undervalued Analytics tool: Communication

24. Tell a story!

25. A remarkable campaign!