6910 week 2 - digital strategyPresentation Transcript
Digital Media Strategy ISM 6910 – Week 2
Week 2 Topics• Tagging & 3rd party ad serving• Digital media Strategies• Site KPIs and metrics
Tagging & 3rd party ad serving
Tags and Cookies, and how they work Cookie • Is a file placed on your computer that helps identify your computer/browser 1st Party Tags • A script the site owner (i.e. the site domain) uses, that places a cookie on your computer and collects data. Some examples are when sites save your password or login info. 3rd Party Tags • A script the site owner places on the page but the data is collected by a 3rd party. Some examples are tags used for web analytics tools like Webtrends and Google Analytics, and also ad serving tags that track paid media (banners and search).
3rd Party Tag Data Impressions • Tracks if a page or ad banner loaded. Note, an impression doesn’t always mean the user actually saw the ad or all of the content on the page. Content or banners that fall below the fold (i.e. you have to scroll down to see them) typically count as an impression even if the user doesn’t scroll further down the page. Clicks • Tracks a click on a page. Other Examples • Video starts and completes • Page interactions like scrolling, filling out forms • Survey responses • Shopping cart and purchase info
3rd Party Ad Serving Individual publishers (web sites) Ad Networks (which sell inventory for groups of sites) determine their ad inventory and sell that space to Agencies or Advertisers.
3rd Party Ad Serving Using Atlas as an example, the process is very similar for DoubleClick (Google) and other ad serving companies. Atlas Data is passed to Atlas: • User Agent String • Time/Date • CookieID • PlacementID • Adtag Ad delivered based on placement/ad assignment and other rules such as: Atlas • Schedule Ad Server (img server, CDN) • Frequency Caps • Weighting • Sequencing
3rd Party Ad Serving Data is passed to Pub/Network: Network Network • User Agent String 2 • Time/Date • CookieID Publishers/Networks • PlacementID often resell their • Target inventory to other Networks. When preparing to deliver an ad, there can be many “jumps” from network Atlas Network 3 to network.
Ad Conversions Atlas can then tie each ad impressions and click back to the action tag, (per cookie). This is data is then used to optimize the ad campaign.When a user clicks on an Ad If the site has an action tag on the Atlasthey re-directed through landing page the visit can now beAtlas to the destination page. directly tied back to the ad. 1x1 Atlas Atlas Ad Server (img server, Atlas records the click CDN) and re-directs the user to the destination page.
Action Tags “Conversions” don’t always have to be landing on a page. An action tags can also be placed on buy buttons or pages deeper in the site.
ReportingAll Atlas reporting derives from three basic metrics: Impressions, Clicks and Action Requests, as well asthe properties of the placement and action tag (as entered into Atlas). Atlas can report on the following: Atlas Data Atlas Reporting • Impressions & Clicks Centers Processor Atlas Reports • Conversions • Cost Accrued Placement Properties • Extended Data • Reach & Frequency Imps Placement • Anything derived from the above Imps Properties Clicks Clicks Actions Actions We use Atlas reports to: - Determine effectiveness of campaigns - Optimize Placements & Creative
All you really need to remember…
Reporting - Impression An impression implies you saw the ad, but in reality if only tracks if the banner or content loaded. (Fold )
Reporting - Click A click is a click.
Reporting - Conversion 1x1 A conversion can be based on anything that can be tracked with an action tag, and is used to optimize the campaign.
Reporting – Extended data tags (Atlas)An extended data tag acts thesame as an action tag but canalso collect additional datapassed to it from a pagevariable.
Digital media strategies
Direct response campaigns DR campaigns focus on driving users to an “end action”, typically a product purchase trial sign up or some other action that can be taken on the company’s landing page or web site.
Brand and Product campaigns Brand and product campaigns focus on awareness and reinforcing positive brand and product perceptions.
RemessagingRemessaging, also sometimes called retargeting, targets cookies that havetaken a previous action. For example visited a site, abandoned a shoppingcart, or didn’t complete a sign up form. ...ever feel like you’re being fallowed all over the web?
PersonalizationRemessaging, but with targeted content. Personalization not only retargetscookies but includes relevant content in the ads. ...ever feel like you’re being stalked on web?
“Last Action”Another example… Serve SKU-level message based on what she last looked atScenario: “MDF” Serve a vendor message based on investment (in this case, from Toshiba) Shopper visits BestBuy.com “Category” She browses the computer category Serve a category-level message based on Views a Dell Inspiron laptop… category she browsed most
After I made the last slide… ...the next there it is!
True Lift Study • Hawaiian Study
Remessaging ROI • Best Buy Study
Campaign goals and tactics
Campaign landing pagesOften times referred to as a CLE (Campaign Landing Environment), is a page or micro site builtspecifically for an ad campaign or promotion. • Look and feel matches the banner, and campaign creative. • CLE’s can be built outside of the typical company page dev. cycles. • Agency or 3rd party can build the CLE with fewer technology constraints.
Site side metrics – “Outcome based metrics”
Ad serving Data vs. Web Analytics Tools Ad Serving Web Analytics Can handle large volumes of traffic Can track multiple metrics with one tag Little to no business rules Lots of business rules Can get cookie level data No access to cookie level data
Metrics vs. KPI Metric – is a quantitative measurement of statistics describing events on a website. Examples: Impressions, clicks, CLE page visits Key Performance Indicator (KPI) – is a metric that helps you understand how you are doing against your objectives. A KPI should be relatively high level and tactical. Examples: Free trial sign-up, online purchase
Avinash’s eight critical metrics • Visits and Visitors • Time on Page and Time on Site • Bounce Rates • Exit Rates • Conversion Rate • Engagement
Visit metrics A visit typically means someone came to your site and spent some time interacting and or browsing the site. • Web analytics tools should tie all of the pages into one visit. • A visitor can have multiple visits • Most tools end a visit after 30 min of inactivity Example: Every day during my lunch break I go to MSNBC.com and read the news. I typically read a few articles and watch a video clip or two. Each lunch break should be counted as a single visit.
Visitor metrics A Unique visitor should count the number of people who visited your website. • Cookies for most web analytics tools are unique to the computer and browser. • Browsers that block 3rd party cookies will be seen as multiple visitors. (now 30-40% and growing) Example: In my MSNBC.com lunch example I should only be counted as one visitor. But my wife and both use our home computer, but we will still only be counted as the same unique user, this can create some interesting retargeting issues.
Time on Page & Time on Site Time on the page or site should track how much time someone spent on your website. • Note: time on a page or site can mean a lot of things. It could imply people find the site and the content interesting and are spending a lot of time engaged. But, it might also indicate people on the site looking for specific information or help and are getting lost or can’t find what their looking for. 10:00 10:01 10:05 Exit
Bounce Rates 10:00 Exit Bounce Rate – percentage of visits that only had one page view and left (no clicks). • This is particularly a useful metric for tracking how well a CLE is performing.
Exit Rates Exit Rate – percentage of visits that left through a Exit particular page. • Metric doesn’t always indicate an issue. For example visitors who exit via a purchase thank you page is probably normal, or for example they found the info they were looking for and then left. • Exiting via a product info page might indicate people are shopping around, but it could also indicate a pricing issue or poor content. • This metric can help identify purchase path issues.
Conversion Rates Conversion Rate – percentage of visits or visitors that convert. • Conversions should be tied to a site or business objective, like a purchase. • Conversions per unique visitor is typically more appropriate than per visit. Example: Unique visitors who purchased a copy of Windows 7 visited Microsoft’s Windows site 3-4 times before making a purchase.
Engagement Engagement – Is term used in the industry that can mean a lot of different things, but typically it is an attempt to measure how much visitors are interacting with and consuming content on the site. Examples: • Reading content • Watching videos • Interacting with calculators, widgets, etc. Note: hard to know if high engagement rates are positive or negative, very similar to the issues faced with the time on site metric.