Introduction to AnalyticsDigital Measurement Methods- Post-impression vs post-click- First click vs last click attributionWhere Measurement Plays a RoleWhat to Measure- Measurement Analysis PlanHow to Measure- Artemis
What is Analytics?• Analytics is… – The practice of understanding different data sets – Evaluating a client’s target audience’s response and behavior to media – Assessing ROI and customer value dynamics, related to a specific media channel • Each of the above with the objective of optimizing and predicting a clients’ marketing investment• Analytics encompasses performance across… – Media channels • Display/digital media, affiliate marketing, search (paid and natural), mobile, DRTV, print, direct mail, e- mail, etc – Creative • Messaging, offer, size, etc – Media types • Rich media, video, text links, etc – Media strategies • Retargeting, behavioral targeting, demo targeting, etc – Web analytics behavior – Third-party data
Why is Analytics Important?• Quantify your client’s return on media and marketing investment – Determine the client ROI by campaign, site, placement, and creative level (or engine/keyword)• Best allocate media spend to improve business performance – Increase media efficiencies through analysis and optimizations• Gain insight into target audiences’ research and conversion behavior to inform future marketing activities – Placements – Messaging – Targeting • Demographics • Day part • Geography • Etc
The Approach• Whenever possible, all campaigns should consider: – Business objectives • What is the goal of the brand and the business? – Online objectives • What is the goal of the Web site? – Online media objectives • What is the goal of this particular campaign and how is it moving the business forward? – Awareness, acquisition, lead gen, brand engagement, etc• All campaigns need success metrics! – Make sure that key performance indicators (KPIs) are defined against objectives before campaign launch • CTR is a measure of response, not campaign performance• Determine what data you will have available to you to measure success – If tagging or “conversion” data isn’t available, always create a proxy to measure campaign success • Increases in site traffic (via Web analytics tools or third-party data), etc • More information in Part II
Post-Impression vs Post-Click• What is Post-Click Activity? – Post-click activities are those actions taken by a consumer on the target Web site after they clicked on an online advertisement. Depending on the attribution window set, usually the activity must be taken within 30 days of the click in order for it to be attributed to the ad• What is Post-Impression Activity? – Post-impression activities are those actions taken by a consumer on the target Web site after simply viewing the ad, but not clicking. Again, depending on the cookie-window, usually the activity must be taken within 30 days of the view in order for it to be attributed to the ad• Time Windows – The cookie and time lag windows should be determined by the consideration required for the activity in question. For example, high consideration activities like cruise or loan conversions typically have longer cookie windows (e.g., 60-90 days), where low consideration activities, such as registrations or downloads have shorter cookie windows (e.g., two to seven days)
Measuring Post-Click Activity Only• Measuring your campaign with post-click activity will provide only directly-attributed activities or conversions to your display campaign. Direct response campaigns are typically measured using post-click data only• When using only post-click data, the only considerations should be first- vs. last-click attribution (99% of media campaigns are measured using last-click attribution but a mixed model can be created), and the expiration time delay between the click and the conversion
Measuring Post-Click and Post- Impression Activity• If you aren’t asking the target to respond to a specific offer, then you shouldn’t expect them to click on the ad, therefore, it is more acceptable for branding and awareness campaigns without a clear call to action to use post-impression results to create a proxy for campaign effectiveness. Keep in mind to truly test this, you would have to create a control group that wasnt exposed to the ad and compare traffic or conversions of the exposed group to the control group and compare the lift• When using only post-click data, the only considerations should be first- vs. last-click attribution (99% of media campaigns are measured using last-click attribution but a mixed model can be created), and the expiration time delay between the click and the conversion
Measuring Post-Click and Post-• Impression Activity: Considerations If you are running simultaneous display and sponsored search campaigns, there could be a significant overlap in the results and you run the risk of double counting results • For example, Customer A sees an ad on Yahoo.com then searches on Google. He clicks on the top sponsored search result and registers on the client Web site. In the results, Google will get the “conversion,” and Yahoo.com will also get credit for a post- impression conversion• Be aware of the ad location on the page and the clutter where the ad appeared. Not all placements are created equal!• Make sure the cookie window is short; you shouldnt give conversion credit to an impression someone saw 30 days prior to the site activity• Consider the impression frequency the user saw (e.g., one vs. many) and set a threshold or create user segments based on level of exposure to determine efficacy of advertising before just "accepting" that one view made the user convert
First vs Last Click Attribution• What is First Click Attribution? – Attributing “conversion” to the online display ad or search term the user first clicked on or viewed (in the case of display only) • Usually within 30 days of the conversion, depending on the cookie window set; can be longer for higher consideration products• What is Last Click Attribution? – Attributing “conversion” to the online display ad or search term the user clicked or viewed (in the case of display only) just prior to conversion• What is Mixed Attribution? – Attributing “conversion” to the first and last ad associated with the conversion, as well as giving credit to those impressions that were seen or clicked on in between the first and last with equal weight• Attribution Preference – Typically, advertisers use the last click attribution model. Some financial brands use first click attribution, but if anything, more clients are leaning toward a mixed attribution model
Campaign Management Process Discovery Briefing Create plan Implementation Analysis Post campaign• Research • Build and • Develop media • Book campaign • Determine distribute timing plan appropriate • Ensure sites• Discuss/ plan • Sign and send reporting take down tags challenge • Send/present back IO’s timeframe at end of objectives • Create RFP media plan to campaign and client • Book on to DDS • Create report DFA is stopped• Previous • Identify possible within 24 template Learnings site selection • Agree on hours!! based on • Amend buys spotlight tag requirements• Brainstorm • Send out RFP to insertion • Spotlight QA/ Schedule date where applicable selected media implementation • Complete for campaign owners reports based review• Discussion with • Build plan into on set creative agency • Evaluate RFP’s DART using MC timeframe; • Develop post standard include campaign• Identify client • Create conventions analysis and document KPIs measurement insights to • Learnings – Campaign strategy/plan • Send tags to drive • Future objectives including media owners optimization strategy performance and future• Initial metrics based measurement/ strategies • Send final on campaign spotlight tag report objectives and • Distribute discussion available client reports and conversion data • Determine appropriate analytics • Complete MAP 4-6 weeks 1 week 3-5 days Continuous Within 4 weeks
Questions that Need to be Answered• Objectives – What are the client’s business objectives? – How is the client looking to expand on its brand online? – What is the client trying to achieve with the campaign? • How do the media goals align with marketing and business objectives? – What are the goals? Is there a numerical target? • CPA, conversion volume, downloads, leads, etc – Is there a cost per acquisition target? – Are there impression delivery goals?• Context – How does the campaign fit within the client’s marketing strategy? – What is the campaign’s flight schedule? – Are there other display or search campaigns running at the same time? • What are they called and how will they impact this campaign? – Is there any offline media running?• Campaign Measurement – What are the KPIs? – Does the campaign use spotlight tags? If not, how will you measure success? – Which tags should be used to measure conversion and customer value? – How long will the tags be live after the campaign ends?
More Questions that Need to be Answered• Creative Measurement – What is the main message of the creative? – How many concepts are you using? – What type of technology does the creative use? • Rich media, video, flash• Reporting Requirements – How often are client reports presented (e.g., weekly, monthly, campaign)? – What is included? – What is your preferred reporting week (e.g., Mon-Sun)? – Do you have a preference for “week ending” or “week beginning” timing? – How many sites are included?• Measurement Components – What are the names of the spotlight tags? – Are there other data sources to be integrated into the analysis (Web, client sales data)?
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Unleash the Potential of Behavioral Data Full de-duplication avoidsover-estimation/over-payment of visits and conversions Click Sale Sale Value Interaction Ad Site Visit (Rich Media) Impression Customer Acquisition Value Data measured (vs. declared) comprehensive (vs. sampled) at the user level (vs. aggregated)
What is the Optimal Frequency for Each Campaign? Frequency of 4 max is ideal for that particular campaign
Understand Reach and Frequency… … publisher by publisher, to understand the contribution of each of them to the campaign ROI, and optimize accordingly
Understand Time to Convert, and Compare Across Publishers Click %70.0% Impression %60.0%50.0%40.0% 59.4%30.0%20.0%10.0% 2.4% 4.1% 8.4% 9.8% 2.2% 1.9%0.0% 4.6% 3.0% 4.2% < 1 Hr 1 Hr - 1 Day 1 - 7 Days 7 - 14 Days 14 - 30 Days Impression % - Click % Which publishers generate the quickest return?