Shrnutí nejzajímavějších analytických schopností platformy DoubleClick pro vyhodnocování efektivity reklamních aktivit a investic napříč celým nákupním cyklem a v různých zařízeních. V čem se liší od těch, co znáte z Google Analytics?

1. DoubleClick Analytical Tools
David Špinar, Google

2. Google Confidential & Proprietary
Complete Suite for holistic view on online advertising
2
Paid
search
Reservation
display/video
Programmatic
display/video

3. Google Confidential & Proprietary
AdServer Web Analyticsvs
Focus on impact of advertising/traffic acq. Focus on user behaviour on a website
Measured along the way Measured at the destination
Stronger in “post-visit” metricsStronger in “pre-visit” metrics.
Key challenge: missing organic and direct Key challenge: missing impressions
Easier touchpoint segmentation More difficult touchpoint segmentation
Costs money (CPM, CPC etc.) To limited extend for free

4. Google Confidential & Proprietary
Typical challenges ahead of attribution modelling that
cannot be solved with any web analytics tool.
4
De-duplication
and Active Bidding
Able to act on
your insights?
Clicks? Impressions?
Views?
All touch points
available?
Viewability? Cross-
environment effects?
Full and true
picture?

5. Google Confidential & Proprietary
Was it seen by humans?Fraud Protection
Far more than just impressions, clicks and conversions
Was my ad seen?Active View
Was it seen in the right environment & context?Content Verification
Was it seen by my target audience?Audience Verification
Did it result in a conversion?
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Conversions
What impact did it bring on brand awareness?Brand Lift *
*) 2016 roadmap

6. Google Confidential & Proprietary
Touchpoints

7. Google Confidential & Proprietary
View-through conversions matter

8. Google Confidential & Proprietary
View-through conversions matter

9. Google Confidential & Proprietary
View-through conversions matter

10. Google Confidential & Proprietary
Viewability

11. Google Confidential & Proprietary
of Display Ads
are never seen56%
See the full research at ThinkWithGoogle.com/viewability
of Video Ads
are never seen
(excluding YouTube)46%
The viewability challenge

12. Google Confidential & Proprietary
Arriving at a viewability metric
Minimum
of the ad
50%
A served ad impression is classified as viewable if at least 50% of it is within viewable
space of the screen - for at least 1 second for display, and 2 seconds for video.
1s
FOR DISPLAY
- At least -
2s
FOR VIDEO

13. Google Confidential & Proprietary
Arriving at a viewability metric

14. Google Confidential & Proprietary
Cross-environment

15. Google Confidential & Proprietary
Cross-device is essential!
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38% of all customer
journeys involve more than one
channel of interaction
90% of people switch
between screens to complete
tasks
Sources: Google, The New Multi-Screen World Research, 2012;
McKinsey & Co, 2013

16. Google Confidential & Proprietary
“Cross-Device” = Cross-Environment
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Sees a banner ad on
her personal laptop
Downloads the app on her
work-issued Android phone.
Desktop to mobile Mobile web to Mobile app
Browser to different browser Tablet to mobile
Clicks on a banner ad on
Safari iPhone browser
Purchases on the android
app which downloaded the
week prior.
Sees an ad in his FB.com
news feed (on Chrome)
Purchases a ticket on
website with Firefox.
Watches a trueview ad while
watching the Youtube app
on her iOS tablet
Purchases a ticket from
mobile web on her Android
phone.

17. Google Confidential & Proprietary
How does Cross Device Measurement works in DoubleClick
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OBSERVE CROSS-DEVICE
CONVERSIONS FROM SAMPLE
Previously signed into Google
properties on multiple devices
SURFACE DATA IN INTERFACE
ONLY WHEN 95% CONFIDENT
ESTIMATE CROSS-DEVICE
USERS & EXPAND DATA TO
NON SIGNED-IN USERS
Multiple
Signals

18. Google Confidential & Proprietary
With Cross-Device Attribution more conversions are
credited to total media investment
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Cross-Device Attribution Findings
1 Compared to non-Cross Device Attribution measurement.
Source: DCM Cross-Device Attribution; June 3 - July 16, 2015. Sample of 11 substantial DBM advertisers.
up to 43% more attributable
conversions1 to media budgets
Half the increase in attributable
conversions are driven from mobile
Cross-Device Attribution will lead to improvements in measuring cost-
efficiency metrics such as CPA

19. Google Confidential & Proprietary
And Cross-Device Attribution exposes a more accurate
view of mobile’s impact on business goals
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Cross-Device attribution helps to solve for the previous fragmentation
seen in mobile measurement
1 Compared to non-Cross Device Attribution measurement.
Source: DCM Cross-Device Attribution; June 3 - July 16, 2015. Sample of 11 substantial DBM advertisers.
5 - 46%1
Increase in
attributable
conversions to
mobile
4 - 30%1
Decrease in
mobile CPA

20. (Active) Attribution

21. Google Confidential & Proprietary

22. Google Confidential & Proprietary
Traditional ad server - no deduplication
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Ad Server
Search Bid
Management
Display Bid
Management
De-Duplicated
Reporting
80 Leads 40 Leads
Duplicated
Test drive leads
Duplicated
Test drive leads
100 Leads
Example data, only for illustration

23. Google Confidential & Proprietary
Integrated DoubleClick ad server = real time deduplication
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De-Duplicated
Reporting
100 Leads
70 Leads 30 Leads
De-Duplicated
Test drive leads
De-Duplicated
Test drive leads
Example data, only for illustration

24. Thank you
Questions & Comments?
E-mail: spinar@google.com
Twitter: @dspinar