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Reeport Partner presentation - Mixing site- and ad- centric data despite the media jungle

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Presented during the Digital Analytics Forum 2019, Etienne GAUTHERON, Director, Product & Operations at Reeport explains the importance of a powerful reporting when launching media campaigns. Watch it to know more about the 5 lessons they have learned from the analysis of 8,000 dashboards, as well as the relevance of the AT Connect Reeport connector.

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Reeport Partner presentation - Mixing site- and ad- centric data despite the media jungle

  1. 1. Mixing site- & ad-centric data despite the media jungle 5 lessons learned from 8,000 dashboards
  2. 2. Your host Etienne GAUTHERON etienne.gautheron@reeport.io Director, Product & Operations
  3. 3. About Reeport
  4. 4. We help organizations democratize data
  5. 5. ● Spin-off of Uptilab ● Based in Paris ● Created in 2010 ● 300+ employees ● Data start up of the year @Vivatech ● Innovation in partnership with France’s Ministère de la Recherche & Polytechnique ● +€10M raised
  6. 6. 80% time spent on data collection and formatting 20% for analyses Data collection and preparation The last mile of data Going from data to informed decisions
  7. 7. Mixing site- & ad-centric data despite the media jungle 5 lessons learned from 8,000 dashboards
  8. 8. #1 Set up your reporting before launching the campaign
  9. 9. What I’ve learned from Optimizely At Optimizely, our goal was to help companies optimize something through AB testing! The biggest obstacle to running a successful AB testing program was the lack of hypothesis.
  10. 10. What I’ve learned from Optimizely
  11. 11. What I’ve learned from Reeport At Reeport, our goal is to help companies understand their digital investments performance. The biggest obstacle to understanding performance is the lack of prior KPI setup.
  12. 12. This leads to vanity metrics
  13. 13. No need to start from scratch You’ve categorized your campaigns already? Then categorize your KPIs
  14. 14. Defining KPIs Relevant Understood Reliable Actionable Available
  15. 15. Setting up your reporting beforehand I will launch a _________________ campaign because my business goal is to _________________ as measured by _________________ and _________________.(primary indicator) (secondary indicator)
  16. 16. Setting up your reporting beforehand I will launch a branding campaign because my business goal is to make myself known to a new market as measured by impressions # and funnel step 1 entry %.
  17. 17. Your next step You’ve categorized your campaigns already? Then categorize your KPIs
  18. 18. Your next step You’ve categorized your campaigns already? Then categorize your KPIs And turn them into analysis templates
  19. 19. #1 Set up your reporting before launching the campaign Overcoming the online ad jungle
  20. 20. #2 Question the KPIs you are given
  21. 21. A KPI is a proxy. It never reflects entirely the reality. A KPI is a bias. Someone has to set it to reflect one reality (their own). A KPI is a referee. It tells you what to do. Wait...so what’s a KPI again?
  22. 22. A KPI is a proxy. It never reflects entirely the reality. A KPI is a bias. Someone has to set it to reflect one reality (their own). A KPI is a referee. It tells you what to do. Understand it or create it, don’t just follow it. Wait...so what’s a KPI again?
  23. 23. Google’s last click attribution model
  24. 24. Google’s last click attribution model “Gives all credit for the conversion to the last-clicked ad and corresponding keyword.”
  25. 25. Google’s last click attribution model
  26. 26. “We had an understanding that it was digital advertising – desktop and mobile – that was driving those sales and as a consequence we were over-investing in that area.” Simon Peele Global Media Director, Adidas
  27. 27. To understand their business model is to understand the bias coming out of their reporting, numbers, and analyses. The goal here is not to question their business model but to use it as a key for reading their recommendations. There’s a business model behind every KPI
  28. 28. #1 Set up your reporting before launching the campaign #2 Question the KPIs you are given Overcoming the online ad jungle
  29. 29. #3 The relationship with your partners is key
  30. 30. The promise In the world of digital, you have tons of data readily available in real-time to measure everything. The reality In the world of digital, you have too much data thrown at you but still lack the one you really need.
  31. 31. Ask for minimum viable data No data transparency? No good. Relevant Understood Reliable Actionable Available
  32. 32. The source of most problems? Nomenclature. [channel]_[geo]_[ad type]_[brand]_[product category]_[promotion] [geo]_[ad type]_[brand]_[promotion] [channel]_[geo]_[ad type]_[brand]_[product category]
  33. 33. The source of most problems? Nomenclature. [channel]_[geo]_[ad type]_[brand]_[product category]_[promotion] [geo]_[ad type]_[brand]_[promotion] [channel]_[geo]_[ad type]_[brand]_[product category]
  34. 34. About naming conventions Laziness will cost you money. Find one and be consistent. Really. Be uncompromising.
  35. 35. #1 Set up your reporting before launching the campaign #2 Question the KPIs you are given #3 The relationship with your partners is key Overcoming the online ad jungle
  36. 36. #4 APIs aren’t king yet, long live the CSV!
  37. 37. Data is like trash
  38. 38. Reporting is like recycling
  39. 39. Reporting is like recycling
  40. 40. There are great APIs out there
  41. 41. Plug-and-play API connectors Automated data flows WYSIWYG editor User-friendly viewer interface Design guidelines Multiformat sharing (email, dynamic online dashboard, datawall, PPT, PDF, XLS, CSV) Alerts Adoption monitoring Google Cloud Dataprep Google BigQuery SQL Data flow setup Data flow maintenance Data sanity check Google Cloud project setup Data cleaning Data storage Data reconciliation Dashboard UI & UX Dashboard wireframing Dashboard creation Communication plan SSO setup LDAP setup Enterprise-level SECURITY & scalable INFRASTRUCTURE DATA VISUALIZATION DATA PREPARATION DATA COLLECTION DATA ADOPTION
  42. 42. Be disciplined upfront and rely on more than APIs Tracking plan Data warehouse Reporting
  43. 43. #1 Set up your reporting before launching the campaign #2 Question the KPIs you are given #3 The relationship with your partners is key #4 APIs aren’t king yet, long live the CSV! Overcoming the online ad jungle
  44. 44. #5 Automate all you can!
  45. 45. Labels #dataprep
  46. 46. The source of most problems? Naming convention. [channel]_[geo]_[ad type]_[video duration]_[product] 5 dimensions fed automatically in Reeport: 1. Channel 2. Geo 3. Ad type 4. Video duration 5. Product
  47. 47. Templates #creation
  48. 48. AT Internet data here Automating all you can with Reeport
  49. 49. AT Internet data here Automating all you can with Reeport
  50. 50. AT Internet data here Automating all you can with Reeport Google Ads data there
  51. 51. AT Internet data here Consolidated media spend here Automating all you can with Reeport Google Ads data there
  52. 52. AT Internet data here Consolidated media spend here Automating all you can with Reeport Google Ads data there
  53. 53. Sharing #adoption
  54. 54. D um m y data Pulling data?
  55. 55. From pull to push at Public Sénat
  56. 56. From pull to push at Public Sénat
  57. 57. From pull to push at Public Sénat
  58. 58. Pull Push at Public Sénat +55% taux d’ouverture
  59. 59. Alerts #insights
  60. 60. Alerts #insights
  61. 61. #1 Set up your reporting before launching the campaign #2 Question the KPIs you are given #3 The relationship with your partners is key #4 APIs aren’t king yet, long live the CSV! #5 Automate all you can Overcoming the online ad jungle
  62. 62. #oneMoreThing
  63. 63. #oneMoreThing Done is better than perfect
  64. 64. Questions? Etienne GAUTHERON etienne.gautheron@reeport.io Director, Product & Operations

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