Proof of Concept Design. Representation for designing a proof of concept dashboard environment for Brand Managers to have real-time insights for a paid media campaign.

1. Proof of Concept
Channel Marketing Wireframe Dashboard Design
Dashboard Type: Tactical | Operational
(Paid Media Attribution)
Measurement & Analytics | Data Backbone Team | v Jan 2022 Slide 1

2. Measurement & Analytics | Data Backbone Team | v Jan 2022 Slide 2
Stakeholder Group: Channel & Brand Marketing (Paid Media)
Objective: Develop a simplified U.S. Paid Media campaign tactical/operational dashboard environment for gleaning actionable
insights for media’s attribution on business impact as a representation for expanded omnichannel dashboard environments.
Build Direction:
• Design dashboard environment with Paid Media Channel emphasis as a Tactical | Operational dashboard for Media and Brand Managers.
• Leverage work to date from Beta test dashboards and complement it with new views into a separate dashboard environment as a proof of
concept for key stakeholders to represent and simplify understanding of dashboard value and its visualization capabilities to represent
marketing funnel influence and business impact from paid media campaign activity.
• Organize into a highly visual, natural storytelling series of dashboard views for quick and easy digestion and understanding of digital paid media
marketing performance at the Organizational, Group and Brand level.
• Emphasize the KISS concept in design, build, and navigation. As a tactical/operational dashboard, goal is to keep it simple where less is more.
• Use applicable filters, drilldowns, navigational links, annotations and automated alerts when value can be added for easy extrapolation of
deeper key insights and intelligence as required by stakeholder group.
• Leverage sales lift modeling (as applicable) to represent expansive marketing impact and influence on business revenues and outcomes.

3. Channel Marketing Dashboard | Paid Media Guide (page 1)
Measurement & Analytics | Data Backbone Team | v Jan 2022 Slide 3
Section 1 | Media Performance Impact KPIs | Graphical + Numeric Sparkline Widgets | MoM or YoY User Selectable
Media Spend
Impressions
+ MoM Delta
Clicks
+ MoM Delta
Website Visits
Engaged Visitors
+ MoM Delta
Micro Conversions
+ MoM Delta
Qualified Leads
+ MoM Delta
Paid Media Dashboard | Stakeholders: Brand & Channel Marketing
Dashboard Filters
Date Groups Brands Objectives Channels Platforms
Dynamic User Selectable
Delta Timeline Plot
CPM + CPI CTR + CPC CPV ER + CPE CVR + CPA CPL
Plotted Timeline Line or Bar Chart Graph | Multi-Combination Metric Selectable with Default View
% Media Spend
Design Notes:
Mobile View Design Considerations Dashboard Section Widget Filter
Dashboard Sandbox: Elanco 2021 – Ideas in Dev | Campaign Performance_P2 (WIP)

4. Channel Marketing Dashboard | Paid Media Guide (page 2)
Measurement & Analytics | Data Backbone Team | v Jan 2022 Slide 4
Section 2 | Brand Waterfall Funnel Flow Custom Visual | Custom Widgets
Impressions
Media Reporting
Clicks
Media Reporting
Website Visits
Non-Bounce Visits
Engagements
Web Triggered Events
Qualified Leads
Purchase Intent Clicks
Sales Orders
Modeling + eCommerce
Sales Revenue
Modeling + eCommerce
Waterfall Funnel
Custom Visual
Drop Down Rates
Waterfall Rates
Paid Media Dashboard | Stakeholders: Brand & Channel Marketing
Dashboard Filters
Date Groups Brands Objectives Channels Platforms
Section 3 | Campaign by Objective Funnel Stage KPIs | Heatmap Table
Spend Impressions Clicks Website Visits
Visitor
Engagements
Qualified Lead
Conversions
Sales Orders Sales Revenue
Average Order
Value
Return On Ad
Spend
Objective Measures: Awareness, Consideration, Acquisition + Pacing + Business Impact
Design Notes:
Mobile View Design Considerations Dashboard Section Widget Filter
Dashboard Sandbox: Elanco 2021 – Ideas in Dev | Campaign Performance_P2 (WIP)

5. Channel Marketing Dashboard | Paid Media Guide (page 3)
Measurement & Analytics | Data Backbone Team | v Jan 2022 Slide 5
Paid Media Dashboard | Stakeholders: Brand & Channel Marketing
Dashboard Filters
Date Groups Brands Objectives Channels Platforms
Section 4 | Media Funnel Spend by Objective Pacing
Radial Dial + Funnel Widgets
Awareness Spend + % Pacing Consideration Spend + % Pacing Acquisition Spend + % Pacing Funnel Spend Accumulation
Linked Objective Navigation Drill-Down | Media Spend Dashboard | Multi-Combination Metric Selectable
Design Notes:
Mobile View Design Considerations Dashboard Section Widget Filter
Dashboard Sandbox: Elanco 2021 – Ideas in Dev | Campaign Performance_P2 (WIP)

6. Channel Marketing Dashboard | Paid Media Guide (page 4)
Measurement & Analytics | Data Backbone Team | v Jan 2022 Slide 6
Paid Media Dashboard | Stakeholders: Brand & Channel Marketing
Dashboard Filters
Date Groups Brands Objectives Channels Platforms
Section 5 | Website Engagement Behaviors | Media Attribution
Numeric | Sparkline KPI Widgets
Visits Sessions
Avg. Session
Duration
Engaged Users
Engagement
Events
Promo Offer
Downloads
Engagement Rate Bounces Bounce Rate
One Step Drill-Down | Plotted Timeline Line Chart Graph | Multi-Combination Metric Selectable
Design Notes:
Mobile View Design Considerations Dashboard Section Widget Filter
Dashboard Sandbox: Elanco 2021 – Ideas in Dev | Campaign Performance_P2 (WIP)

7. Impressions Clicks Website Visits
1,235,666 235,666 195,454
CPM $4.10 | CPI $0.07 CTR 0.04% | CPC $5.35 CPV $5.95
65% ∆ MoM Delta Chg. 55% ∆ MoM Delta Chg. 50% ∆ MoM Delta Chg.
Engaged Visitors Micro Conversions Qualified Leads
95,667 65,437 55,123
ER 0.59% | CPE $12.10 CVR 0.78% | CPA $18.19 CPL $22.35
45% ∆ MoM Delta Chg. 25% ∆ MoM Delta Chg. 35% ∆ MoM Delta Chg.
Section 1 Representation: Media Performance Impact KPIs
(LINKED DATA > Media Metrics: Impressions, Clicks, Micro Conversions | Website Attribution Metrics: Visitors, Trackable Engagement + Conversion Events (TBD))
How are our Paid Media campaigns influencing potential customer behaviors?
Measurement & Analytics | Data Backbone Team | v Jan 2022 Slide 7
Section 1 | Media Performance Impact KPIs | Numeric Sparkline Widgets
Jan Feb Mar Apr May Jun
Actual Budget
$145K
85%
Spend vs. Budget
Month to Date Year to Date
Two Step Pop-Up Drill-Down | Plotted Timeline Line Chart Graph (Month + Day) | Single Metric Selectable
Dynamic Month or Year to Date Enabled
Default View: Dashboard Date Filter
Design Notes:
Spend Delta Alert Notification Setup
Mobile View Design Considerations
Actual Accumulated
Clickable Dynamic Timeline View
User Selectable Multi-Combination Metric Timeline View
0
5
10
0
5
10
Jan Feb Mar Apr May Jun
Spend
Impressions
Clicks
Web Visits
Date Groups Brands Objectives Channels Platforms
Dashboard Section Widget Filter
Needs
Attention
Keep
Watch
All
Good

8. Section 2 Representation: Brand Waterfall Funnel Flow
(LINKED DATA > Media Metrics: Impressions, Clicks, Micro Conversions | Website Attribution Metrics: Visitors, Trackable Engagement + Conversion Events (TBD) | Sales Metrics: e-Commerce tracking, MMM modeling)
Section 2 | Brand Waterfall Funnel Flow | Custom Visual Widgets
Measurement & Analytics | Data Backbone Team | v Jan 2022 Slide 8
How are our Campaigns impacting the Marketing Funnel?
Date Groups Brands Objectives Channels Platforms
Design Notes:
Mobile View Design Considerations Dashboard Section Widget Filter

9. Section 3 Representation: Funnel Stage KPI Snapshot Table
(LINKED DATA > Media Metrics: Impressions, Clicks, Micro Conversions | Website Attribution Metrics: Visitors, Trackable Engagement + Conversion Events (TBD) | Sales Metrics: e-Commerce tracking, MMM modeling)
Campaign
Objective
Spend Impressions Clicks
Website
Visits
Engaged
Visitors
Qualified
Leads
Sales
Orders
Sales
Revenue
AOV ROAS
Awareness $ # # # # # # $ $ %
Consideration $ # # # # # # $ $ %
Acquisition $ # # # # # # $ $ %
Totals | Avg. $ # # # # # # $ $ %
ForecastPacing ∆ ∆ ∆ ∆ ∆ ∆ ∆ ∆ ∆ ∆
Business Impact CPM CPI CPC CPV CPE CPL CPA CLV AOV ROI
Measurement & Analytics | Data Backbone Team | v Jan 2022 Slide 9
Campaign by Objective Spend Impact by Funnel Stage
awareness consideration acquisition
How are our Paid Media campaigns by Objective performing?
Section 3 | Campaign by Objective Funnel Stage KPIs| Heatmap Table
Cost per
1000 Impressions
Cost per
Impression
Cost per
Click
Cost per
Visit
Cost per
Engagement
Cost per
Qualified Lead
Cost per
Acquisition
Customer
Lifetime Value
Average
Order Value
Return On
Actual Spend
(spend / impressions)
* 1000
(spend / impressions) (spend / clicks)
(spend / total
website visits)
(spend / unique
engagements)
(spend / purchase
intent events)
estimated + actual
(spend /orders)
estimated modeled
estimated + actual
(revenue / orders)
estimated + actual
(revenue / spend)
Date Groups Brands Objectives Channels Platforms
Design Notes:
Mobile View Design Considerations Dashboard Section Widget Filter

10. Section 4 Representation: Media Spend by Objective Pacing
(LINKED DATA > Paid Media reporting from all Partners + Vendors)
Measurement & Analytics | Data Backbone Team | v Jan 2022 Slide 10
TOF
Awareness
MOF
Consideration
BOF
Acquisition
Sectional Dashboard Integration| Clickable Navigation Link to Elanco Media Spend Dashboard for Greater Line Item | Filterable Detail
Section 4 | Campaign by Objective Funnel Stage KPIs| Heatmap Table
Date Groups Brands Objectives Channels Platforms
How are our Paid Media campaigns by Objective pacing to planned budgets?
Design Notes:
Spend Delta Alert Notification Setup
Mobile View Design Considerations
Dashboard Section Widget Filter

11. Section 5 Representation: Website Engagement Behaviors
(LINKED DATA > Website Attribution Metrics: Visitors Trackable Engagement + Conversion Events (TBD))
Section 5 | Website Engagement Behaviors | Media Attribution | Numeric | Sparkline KPI Widgets
Measurement & Analytics | Data Backbone Team | v Jan 2022 Slide 11
How are our Paid Media campaigns supporting consumer website visits and engagements?
MTD Website Visits
Sessions
Avg. Session Duration
135,651
MTD
157,265
MTD
00:12:15
Avg. Duration
Engagement Scorecard
Engaged Visitors 65,456 65%
MoM
Engagement Events 75,456 65%
MoM
Promo Downloads 45,456 65%
MoM
Purchase Clicks 25,456 65%
MoM
Bounces 25,456 65%
MoM
Bounce Rate 42.3% 65%
MoM
Engagement Rate 62.7% 65%
MoM
YTD Website Visits
Sessions
Avg. Session Duration
1,135,651
YTD
1,157,265
YTD
00:10:15
Avg. Duration
Clickable
One
Step
Drill-Down
Timeline
Views
Date Groups Brands Objectives Channels Platforms
Design Notes:
Mobile View Design Considerations Dashboard Section Widget Filter

12. Metric Definitions
Channel Marketing (Paid Media Attribution)
Tactical | Operational Dashboard
Measurement & Analytics | Data Backbone Team | v Jan 2022 Slide 12

13. Paid Media | Brand Waterfall Funnel Metrics
Measurement & Analytics | Data Backbone Team | v Jan 2022 Slide 13
Measurable KPI | Metric Data Source Data Harmonization Details
Impressions: all reported paid media campaign Ad impressions. Represents
consumer Brand exposure (discovery, awareness, reinforcement) at all funnel
stages.
• Paid Media Campaign Reporting All Vendors + Partners | All Channels + Platforms
Clicks: all reported paid media campaign Ad CTA clicks (branded and retailer
URL links). Represents pre-qualified consumer Brand interest.
• Paid Media Campaign Reporting All Vendors + Partners | All Channels + Platforms
Website Visits: all paid media attributed campaign website traffic to CTA
links (branded and retailer URLs). Represents a Branded visit reinforcing
consumer interest.
• Google Analytics (source/medium attribution) Brand Properties
• Retailer Paid Media Campaign Reporting (campaign clicks)
• Retailer Campaign Website Analytics Reporting
• [Branded Sites] All attributed (identified UTMs) website visits (bounce +
non-bounce). PetBasics.com filter data streams on Level 2 URL brand
name inclusion structure.
• [Retailer Sites] In absence of retailer website analytics, estimate Website
Visits on click counts.
Engaged Visitors | Engagements: all paid media attributed campaign
non-bounce branded website visits (for retailer reported actual or secondarily
click). Represents qualifying consumer Brand interest.
• Google Analytics (source/medium attribution) Brand Properties
• Retailer Paid Media Campaign Reporting (click path, CTA tracking, reporting)
• Retailer Campaign Website Analytics Reporting
• [Branded Sites] All attributed (identified UTMs) website visits (non-
bounce). No need to track via individual engagement events as all non-
bounce visits (25 sec) represent a consumer’s minimum engagement on
a website property. PetBasics.com filter data streams on Level 2 URL
brand name inclusion structure.
• [Retailer Sites] In absence of retailer website analytics, estimate
Engagements on replication of click counts.
Qualified Leads: all paid media attributed campaign qualifying event trigger
actions (where to buy, buy now, newsletter signup, coupon downloads, et al).
Represents consumer Brand interest for purchase intent (self qualification.)
• Google Analytics (event trigger tracking) Brand Properties
• Retailer Paid Media Campaign Reporting (purchase intent clicks)
• Retailer Campaign Website Analytics Reporting (cart orders)
• [Branded Sites] All attributed (identified) event triggers. PetBasics.com
filter data streams on Level 2 URL brand name inclusion structure.
• [Retailer Sites] In absence of retailer website analytics, estimate
Qualified Leads on replication of click counts.
Sales Orders: all trackable (reported) e-commerce orders and + linear sales
lift modeled orders via attributed paid media campaigns and paid media
campaign flight time periods. Represents paid media influence on sales
orders.
• Paid Media Campaign e-Commerce Reporting
• Retailer Paid Media Campaign e-Commerce Reporting (order tracking)
• Retailer Campaign Website Analytics Reporting (cart transactions)
• Validated estimated sales lift modeling
Summation of actual reported e-commerce sales revenues (retailer), and
Linear estimated sales lift modeling.
Sales Revenues: all trackable e-commerce + linear sales lift modeled
revenues via attributed paid media campaigns and paid media campaign flight
time periods. Represents paid media influence on sales revenues.
• Paid Media Campaign e-Commerce Reporting
• Retailer Paid Media Campaign e-Commerce Reporting (order revenue tracking)
• Retailer Campaign Website Analytics Reporting (completed cart transactions)
• Validated estimated sales lift modeling
Summation of actual reported e-commerce sales revenues (retailer), and
Linear estimated sales lift modeling.
AWARENESS
CONSIDERATION
ACQUISITION