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TMK.EDU
MEASUREMENT AND ANALYTICS

Presented by
Ashley Sobel
9/25/13

Monday, November 11, 13
WHAT WE’LL COVER
Measurement:

Analytics:

Developing a
measurement Plan

Analyzing Campaign
Performance

Monday, November 11, 13
MEASUREMENT

Monday, November 11, 13
DEVELOPING A MEASUREMENT PLAN
Step 1: Identify Campaign Goals and Objectives

Monday, November 11, 13
DEVELOPING A MEASUREMENT PLAN
Step 2: Determine Key Performance Indicators (KPIs)

Site Landings

Total Landings, Cost Per Landing (CPL),
# of Landings per Touch Point

eCommerce

Volume of Sales, Cost per Acquisition (CPA), Additional
Purchases, Increase Share of Spend

Brand Awareness

Interaction and Engagement Rates: Cost per
Engagement (CPE), Video Views, Time Spent with
Messaging

Generate Leads

Number of Leads, Cost per Lead (CPL), Number of Sign
Ups or Opt-Ins

Monday, November 11, 13
DEVELOPING A MEASUREMENT PLAN
Step 3: Establish a Campaign Benchmark

Source: DoubleClick Display Benchmarks Tool

Monday, November 11, 13
DEVELOPING A MEASUREMENT PLAN
Step 4: Pull Campaign Performance

Monday, November 11, 13
DEVELOPING A MEASUREMENT PLAN
Step 5: Measure!

Monday, November 11, 13
ANALYTICS

Monday, November 11, 13
HOW TO ANALYZE PERFORMANCE

Fractional
Attribution

Last Ad

Last Click

Monday, November 11, 13

Shared
Attribution
HOW TO ANALYZE PERFORMANCE

Fractional
Attribution

Last Ad

Last Click

Monday, November 11, 13

Shared
Attribution
LAST AD
Michael Carter Williams gets credit for
the basket...

...even though the pass was an assist from
Brandon Triche
Monday, November 11, 13
FRACTIONAL ATTRIBUTION

They all have different stat lines, but they all
get credit for the win
Monday, November 11, 13
LAST AD VS.
FRACTIONAL ATTRIBUTION

Last ad credits only the final touchpoint
in the user path
Product
Ad

100%

Fractional Attribution assigns credit to each
touchpoint leading up to a conversion
Brand
Ad

15%

Monday, November 11, 13

Brand
Ad

Brand
Ad

+

15%

+

20%

Brand
Ad

+

15%

Brand
Ad

+

15%

Product
Ad

+

20%

=

100%
HOW DO WE DETERMINE HOW MUCH
CREDIT EACH TOUCHPOINT GETS?

Monday, November 11, 13
FRACTIONAL ATTRIBUTION EXAMPLE:
PLACEBO TESTING

Monday, November 11, 13
FRACTIONAL ATTRIBUTION EXAMPLE:
PLACEBO TESTING

Landing Rate
0.25%$

0.20%$

0.15%$

2

3%
1

ft
Li

0.10%$

0.05%$

0.00%$

Placebo Creative

Advertiser Creative

Lift is determined by comparing the client
creative messaging to placebo creative
Monday, November 11, 13
FRACTIONAL ATTRIBUTION EXAMPLE:
TIME DECAY MODEL

300,000

Landings

250,000

Month Two

Month One

Month Three

200,000
150,000
100,000
50,000
1

7

13

19

25

31

37

43

49

55

61

67

73

79

85

91

Lookback Window - Days

In this example, 40% of all site landings
occurred in the first 7 days from advertising
exposure

Monday, November 11, 13
FRACTIONAL ATTRIBUTION EXAMPLE:
TIME DECAY MODEL

Attribution
60%
50%
50%
40%
30%
Attribution

25%

20%
10%

13%
6%

3%

2%

1%

4

5

6

7

0%
1

2

3

Days prior to landing

This Time Decay Model credits all touch points
leading up to a conversion, but prioritizes
recency of the touch point exposure

Monday, November 11, 13
WE’VE MEASURED AND ANALYZED CAMPAIGN
PERFORMANCE... WHAT’S NEXT?

Monday, November 11, 13
OPTIMIZE!

Take the insights from your analysis, optimize the
campaign and repeat (and repeat, and repeat...) to
continue improving performance

Monday, November 11, 13
IN SUMMARY

1.

Clearly define campaign goals upfront - and
develop a measurement plan to measure success

2.
3. Optimize, Optimize, Optimize

Look at performance, scrutinize the data and pull
out some insights

Monday, November 11, 13
THANK YOU!

Monday, November 11, 13

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Digital Media: Measurement & Attribution

  • 1. TMK.EDU MEASUREMENT AND ANALYTICS Presented by Ashley Sobel 9/25/13 Monday, November 11, 13
  • 2. WHAT WE’LL COVER Measurement: Analytics: Developing a measurement Plan Analyzing Campaign Performance Monday, November 11, 13
  • 4. DEVELOPING A MEASUREMENT PLAN Step 1: Identify Campaign Goals and Objectives Monday, November 11, 13
  • 5. DEVELOPING A MEASUREMENT PLAN Step 2: Determine Key Performance Indicators (KPIs) Site Landings Total Landings, Cost Per Landing (CPL), # of Landings per Touch Point eCommerce Volume of Sales, Cost per Acquisition (CPA), Additional Purchases, Increase Share of Spend Brand Awareness Interaction and Engagement Rates: Cost per Engagement (CPE), Video Views, Time Spent with Messaging Generate Leads Number of Leads, Cost per Lead (CPL), Number of Sign Ups or Opt-Ins Monday, November 11, 13
  • 6. DEVELOPING A MEASUREMENT PLAN Step 3: Establish a Campaign Benchmark Source: DoubleClick Display Benchmarks Tool Monday, November 11, 13
  • 7. DEVELOPING A MEASUREMENT PLAN Step 4: Pull Campaign Performance Monday, November 11, 13
  • 8. DEVELOPING A MEASUREMENT PLAN Step 5: Measure! Monday, November 11, 13
  • 10. HOW TO ANALYZE PERFORMANCE Fractional Attribution Last Ad Last Click Monday, November 11, 13 Shared Attribution
  • 11. HOW TO ANALYZE PERFORMANCE Fractional Attribution Last Ad Last Click Monday, November 11, 13 Shared Attribution
  • 12. LAST AD Michael Carter Williams gets credit for the basket... ...even though the pass was an assist from Brandon Triche Monday, November 11, 13
  • 13. FRACTIONAL ATTRIBUTION They all have different stat lines, but they all get credit for the win Monday, November 11, 13
  • 14. LAST AD VS. FRACTIONAL ATTRIBUTION Last ad credits only the final touchpoint in the user path Product Ad 100% Fractional Attribution assigns credit to each touchpoint leading up to a conversion Brand Ad 15% Monday, November 11, 13 Brand Ad Brand Ad + 15% + 20% Brand Ad + 15% Brand Ad + 15% Product Ad + 20% = 100%
  • 15. HOW DO WE DETERMINE HOW MUCH CREDIT EACH TOUCHPOINT GETS? Monday, November 11, 13
  • 16. FRACTIONAL ATTRIBUTION EXAMPLE: PLACEBO TESTING Monday, November 11, 13
  • 17. FRACTIONAL ATTRIBUTION EXAMPLE: PLACEBO TESTING Landing Rate 0.25%$ 0.20%$ 0.15%$ 2 3% 1 ft Li 0.10%$ 0.05%$ 0.00%$ Placebo Creative Advertiser Creative Lift is determined by comparing the client creative messaging to placebo creative Monday, November 11, 13
  • 18. FRACTIONAL ATTRIBUTION EXAMPLE: TIME DECAY MODEL 300,000 Landings 250,000 Month Two Month One Month Three 200,000 150,000 100,000 50,000 1 7 13 19 25 31 37 43 49 55 61 67 73 79 85 91 Lookback Window - Days In this example, 40% of all site landings occurred in the first 7 days from advertising exposure Monday, November 11, 13
  • 19. FRACTIONAL ATTRIBUTION EXAMPLE: TIME DECAY MODEL Attribution 60% 50% 50% 40% 30% Attribution 25% 20% 10% 13% 6% 3% 2% 1% 4 5 6 7 0% 1 2 3 Days prior to landing This Time Decay Model credits all touch points leading up to a conversion, but prioritizes recency of the touch point exposure Monday, November 11, 13
  • 20. WE’VE MEASURED AND ANALYZED CAMPAIGN PERFORMANCE... WHAT’S NEXT? Monday, November 11, 13
  • 21. OPTIMIZE! Take the insights from your analysis, optimize the campaign and repeat (and repeat, and repeat...) to continue improving performance Monday, November 11, 13
  • 22. IN SUMMARY 1. Clearly define campaign goals upfront - and develop a measurement plan to measure success 2. 3. Optimize, Optimize, Optimize Look at performance, scrutinize the data and pull out some insights Monday, November 11, 13