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Omni.Digital 2015 - "Know What You Measure. And Why."

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Presented by Kiril Tsemekhman, SVP & Chief Data Officer, Integral Ad Science at AdExchanger's Omni.Digital conference on September 10, 2015.

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Omni.Digital 2015 - "Know What You Measure. And Why."

  1. 1. KNOW WHAT YOU MEASURE. AND WHY. KIRIL TSEMEKHMAN CHIEF DATA SCIENTIST, INTEGRAL AD SCIENCE
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  3. 3. WHAT MATTERS TO YOU? • Measuring performance: incrementality • Attribution: rewarding rightly • Driving performance: the importance of environment • Taking it in: influencing the user • Revealing what matters 2
  4. 4. ATTRIBUTION: REWARDING RIGHTLY • Establishing the baseline • Measuring and attributing only incremental actions • Giving credit where credit is really due 3
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  8. 8. LESSONS LEARNED • The treasure chest had “baseline coins” • Pirates had to find a way to separate baseline coins from their “incremental loot” • Knowing each pirate’s effort leads to rewarding rightly 7
  9. 9. DRIVING PERFORMANCE: THE IMPORTANCE OF ENVIRONMENT • Is viewability all that matters? • Other dimensions that make a difference – How many times driver sees the billboard? – How often? – Is there enough time to read it? 8
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  12. 12. LESSONS LEARNED • Picking the right place is not that simple • Consider what’s happening at any given moment • How big is the opportunity to be noticed and remembered? 11
  13. 13. TAKING IT IN: INFLUENCING THE USER • Opportunity does not equal viewability • Viewability does not equal engagement • Engagement does not equal action…yet 12
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  17. 17. LESSONS LEARNED • You are not cured by getting a prescription • You are also not cured by filling a prescription • You have a better chance to be cured by taking the medication as directed – but then again, different dosages may yield better results 16
  18. 18. CAUSAL IMPACT OF USER ENGAGEMENT WITH DIGITAL ADS • “Natural” A/B test • Unviewable ads instead of PSAs • Causal impact of different treatment levels – Number of ads shown to user – Total exposure time 17
  19. 19. AND NOW…REVEALING WHAT MATTERS Measuring incremental (causal) actions: • Does the number of exposures matter? • Does the frequency of exposures matter? • Does the total exposure duration matter? • Are two long ads better than ten short ads? 18
  20. 20. 600K 200K 1 2 3 4 5 6 7 8 9 10 11 Impressions per User NumberofUsersOverOneWeek 7% of users were served over 5 impressions 2.5% of users were served over 10 impressions AD FREQUENCY: MOST USERS SAW 1-2 ADS 19
  21. 21. 700K 120K 1-5 5-15 15-30 30-45 45-60 60-75 75-90 90-120 120-150 >150 Total User Exposure Time (seconds) NumberofUsersOverOneWeek 57% of users have no viewable impressions USER EXPOSURE TIME: MOST EXPOSED <5 SEC 20
  22. 22. 0 0.01 0.02 0.03 0.04 0.05 0.06 0.07 0.08 0 50 100 150 Gaming Telcom Exposure to Advertising (seconds) AdditiveLiftinConversions EFFECT OF TOTAL EXPOSURE TIME ON INCREMENTAL CONVERSIONS 21
  23. 23. 0 0.01 0.02 0.03 0.04 0.05 0.06 0.07 0.08 0 2 4 6 8 10 Gaming Telecom Number of Impressions AdditiveLiftinConversions EFFECT OF REPEATED EXPOSURES ON INCREMENTAL CONVERSIONS 22
  24. 24. 0 0.05 0.1 0.15 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 Number of Impressions AdditiveLiftinConversionsCOMBINED EFFECT OF EXPOSURE FREQUENCY & DURATION 23
  25. 25. LESSONS LEARNED • Number and frequency of exposures matter • Total exposure duration matters • One long exposure does not quite reach the goal 24
  26. 26. ULTIMATE LESSONS LEARNED • Remember what matters and ask the right questions. Then… • Measure the right things and measure them right. 25
  27. 27. THANK YOU KIRIL TSEMEKHMAN kiril@integralads.com

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