Measuring Offsite Traffic was a presentation given at Mezzo Labs' "Getting Ahead in Web Analytics" event in February 2014. Topics covered include social media monitoring, ad-server (paid media) tracking and competitor benchmarking

1. Adrian Kingwell, Mezzo Labs
February 2014
Measuring offsite.
Ad-serving data, social monitoring, competitor
benchmarking

2. AD-SERVING

3. “
“
Definition of ad serving
• The technology that places ads on 3rd party
web sites
• Ad serving companies provide software that:
– Serves ads
– Counts them
– Optimises them
– Monitors progress of different campaigns
• Two types:
– Publisher ad servers
– Advertiser (or third party) ad servers

4. Your landing
page
Advertiser’s
site
Ad serving
platform
Report
Your
conversion
page

5. “
“
How does it help your business?
1. Understand best performing ads, campaigns and
creative
2. Optimise best ads
– Re-targeting
– Behavioural targeting
– Contextual targeting
3. Optimise your media budget
– Attribution modelling
4. Get a view of what your customers do outside your
site
5. Deliver personalised ads
NB You paid for these ads, this is your data

6. “
“
Vendors
• Adtech
• Atlas
• Google DoubleClick
• Mediaplex

7. Doubleclick is owned by
Google.
Data connects with Google
Analytics Premium, but not
much else.

8. DoubleClick’s Bid Manager
could allow clients to do
their own media buying

9. Microsoft sold Atlas last year
to Facebook.
Why is Facebook interested
in this technology?

10. Atlas do have good analytics
tools, and allow you to
connect to their data via an
API.

11. Mediaplex has united with Commission Junction, Greystripe,
Dotomi and Valueclick Media to form Conversant.
“First comprehensive personalized marketing platform that ignites
engagement, drives sales and increases ROI.”
“It’s true one-to-one marketing at scale…”

12. Summary
• It’s your data, so use it
• Have a say in the technology, don’t
let your media agency choose it
• Get a fuller view of the customer,
personalise the end-to-end
experience

13. SOCIAL MONITORING

14. “
“
Definition of social media monitoring
• Active monitoring of social media channels
for information about a company
• Two main factors in online conversation
about a brand or topic
– volume
– sentiment of
• Channels include:
– blogs, wikis, news sites, micro-blogging (Twitter),
social networking sites (Facebook), video/photo
sharing websites (Vine, Pinterest, Instagram,
Snap), forums, message boards

15. “
“
How does it help my business?
• Find insights into your brands’ visibility on
social media
– See what consumers think about specific topics,
brands or products
– Spot emerging trends
– Identify opportunities for engagement
– Be alerted to impending crises
• Measure the impact of SM campaigns
• Run SM campaigns
• Assess competitor activity and share of voice

16. “
“
Vendors
• Adobe Social
• Brandwatch
• Onalytica
• Radian6
• SDL SM2
• Synthesio
• Sysomos

23. Summary
• Use the tool to measure… and
respond
• Connecting to campaigns turns
social media into a legitimate
marketing channel

24. COMPETITOR RESEARCH

25. “
“
Definition of competitor research
• Tools or services that help you
understand where you rank against
your competition

26. “
“
How does it help your business?
• Measure digital performance against your
competitors
– Prove to your bosses that you’re doing a good job
• Benchmark KPIs based on peer group ranking
• Identify off-site user behaviour
• Improve SEO and content development
• Improve advertising and affiliate campaigns

27. “
“
Vendors
• Alexa
• Compete
• Comscore
• eBenchmarkers
• Hitwise
• Quantcast

31. Hitwise uses both ISPs and opt-in Internet panel providers
to deliver its data.

34. Summary
• You get what you pay for
• Real power comes from an
integrated solution