This document summarizes a presentation about measurement and analytics for online marketing campaigns. It discusses developing a measurement plan by identifying goals, key performance indicators, benchmarks and metrics. It then covers different methods for analyzing campaign performance, including fractional attribution models that assign partial credit to multiple touchpoints. Examples are given showing how fractional attribution can be calculated using placebo testing and time decay models. The presentation emphasizes the importance of analyzing performance data to optimize campaigns and drive continuous improvement.

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
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3. MEASUREMENT
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4. DEVELOPING A MEASUREMENT PLAN
Step 1: Identify Campaign Goals and Objectives
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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
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6. DEVELOPING A MEASUREMENT PLAN
Step 3: Establish a Campaign Benchmark
Source: DoubleClick Display Benchmarks Tool
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7. DEVELOPING A MEASUREMENT PLAN
Step 4: Pull Campaign Performance
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8. DEVELOPING A MEASUREMENT PLAN
Step 5: Measure!
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9. ANALYTICS
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10. HOW TO ANALYZE PERFORMANCE
Fractional
Attribution
Last Ad
Last Click
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Shared
Attribution

11. HOW TO ANALYZE PERFORMANCE
Fractional
Attribution
Last Ad
Last Click
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Shared
Attribution

12. LAST AD
Michael Carter Williams gets credit for
the basket...
...even though the pass was an assist from
Brandon Triche
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13. FRACTIONAL ATTRIBUTION
They all have different stat lines, but they all
get credit for the win
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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%
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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?
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16. FRACTIONAL ATTRIBUTION EXAMPLE:
PLACEBO TESTING
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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
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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
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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
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20. WE’VE MEASURED AND ANALYZED CAMPAIGN
PERFORMANCE... WHAT’S NEXT?
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21. OPTIMIZE!
Take the insights from your analysis, optimize the
campaign and repeat (and repeat, and repeat...) to
continue improving performance
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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
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23. THANK YOU!
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