The document provides analytics insights from a media campaign run from September through November 2016. It summarizes key performance metrics including enrollment numbers, website traffic, demographic insights, and impact of different media placements. The campaign led to a significant increase in monthly enrollments compared to pre-campaign levels. Digital advertising drove most enrollments, while print media had no direct impact. Certain digital placements like programmatic and Pandora audio performed best. Mobile conversions significantly outperformed desktop. Ongoing optimization of spend mix, placements, creatives, and targeting is recommended based on learnings from the analysis.
This presentation explores the main issues that help to optimize media campaigns. Case studies and conclusions.
- What frequency is the most efficient for a campaign, creative?
- What is the duration of media effect?
- Which creative or site gives more results?
- How to choose effective sites?
The advertising materials analyzed in this presentation:
10 slide: http://newage.com.ua/rabota_video/rabota.html
http://newage.com.ua/rabota_b1/rabota_smart.html
http://newage.com.ua/rabota_b2/rabota_HRs.html
11 slide: http://newage.com.ua/MOYO/moyo.html
• WhyAnalytics
• Google Analytics Step by Step
• Who are the people who visit my website?
• What brought visitors to your site?
• What they do once they got on the website?
• Did they do what you wanted them to do?
DCNP19 NET TO MISSION_USING SUSTAINER ATTRIBUBTION TO DRIVE FUTURE GROWTH.pdfJennifer Minogue
Learn how to leverage key metrics at your nonprofit to inform decisions on diversifying acquisition channels, testing new approaches, and assessing the success of sustainer investments
Paulsen presentation to Alberta CAMA, Ag Media in 2015. The presentation shares highlights from the American Business Media, Agri Media Council 2014 Media Channel study. As the intake of information by producers in North America grows steadily, the ag media mix must evolve to reach them. Producers aren't giving up any of their traditional medias like magazines or radio, but they are adding the consumption of digital information, especially on mobile devices, into their daily routine. If agri-marketing professionals understand that mix, there is a great opportunity to reach these farmers. Importantly, all mediums, including traditional and digital, have their place in the sales cycle.
The presentation also covers new digital ad formats that the Internet Advertising Bureau (IAB) organization is standardizing for desktop, video and mobile. Standardization of formats allows agencies to focus on aligning creative strategy and spend less time on technical execution.
Finally, the topic of click fraud is covered – a concern in the industry that has exploded over the last month. When a large consumer brand like Kraft is rejecting 75 percent to 85 percent of banner impressions for reasons of click fraud and viewability, all marketers should pay attention. Digital advances like programmatic buying are coming to ag media, and all players need to be vigilant to fight click fraud in all forms.
Curbside Value Partnership Boot Camp Webinar: Blueprint for a successful educ...Kristen Biance
CVP’s latest Boot Camp Webinar: “Blueprint for a Successful Education Campaign,” features a step-by-step guide for planning and executing an effective education campaign to promote your local recycling program.
Together, we will examine a recent CVP partnership launched in Hillsborough County, Fla. By dissecting the campaign and describing the various steps taken, you will be able to adapt some of the strategies and ideas for your own local program.
YOU WILL LEARN
Campaign Overview, including Background and Results
Step One: Planning
Step Two: Putting the Plan into Action
Step Three: Rolling Out the Campaign to Residents
Assessing the Campaign
Sustaining Campaign Momentum
The State of the Industry, by Grass Roots Meetings & EventsGrass Roots
Results and insight from a survey of over 1,000 meetings and events professionals from corporations in Europe and the US, as presented at the Meetings Show on 15th June 2017.
Presented by David Taylor, MD of Grass Roots Meetings and Events, with Technology slides presented by product manager Philip Staines.
This research will be published in full in the Grass Roots Meetings Industry Report to be released in Autumn 2017.
Find out more at http://meetingsindustry.report.
This presentation explores the main issues that help to optimize media campaigns. Case studies and conclusions.
- What frequency is the most efficient for a campaign, creative?
- What is the duration of media effect?
- Which creative or site gives more results?
- How to choose effective sites?
The advertising materials analyzed in this presentation:
10 slide: http://newage.com.ua/rabota_video/rabota.html
http://newage.com.ua/rabota_b1/rabota_smart.html
http://newage.com.ua/rabota_b2/rabota_HRs.html
11 slide: http://newage.com.ua/MOYO/moyo.html
• WhyAnalytics
• Google Analytics Step by Step
• Who are the people who visit my website?
• What brought visitors to your site?
• What they do once they got on the website?
• Did they do what you wanted them to do?
DCNP19 NET TO MISSION_USING SUSTAINER ATTRIBUBTION TO DRIVE FUTURE GROWTH.pdfJennifer Minogue
Learn how to leverage key metrics at your nonprofit to inform decisions on diversifying acquisition channels, testing new approaches, and assessing the success of sustainer investments
Paulsen presentation to Alberta CAMA, Ag Media in 2015. The presentation shares highlights from the American Business Media, Agri Media Council 2014 Media Channel study. As the intake of information by producers in North America grows steadily, the ag media mix must evolve to reach them. Producers aren't giving up any of their traditional medias like magazines or radio, but they are adding the consumption of digital information, especially on mobile devices, into their daily routine. If agri-marketing professionals understand that mix, there is a great opportunity to reach these farmers. Importantly, all mediums, including traditional and digital, have their place in the sales cycle.
The presentation also covers new digital ad formats that the Internet Advertising Bureau (IAB) organization is standardizing for desktop, video and mobile. Standardization of formats allows agencies to focus on aligning creative strategy and spend less time on technical execution.
Finally, the topic of click fraud is covered – a concern in the industry that has exploded over the last month. When a large consumer brand like Kraft is rejecting 75 percent to 85 percent of banner impressions for reasons of click fraud and viewability, all marketers should pay attention. Digital advances like programmatic buying are coming to ag media, and all players need to be vigilant to fight click fraud in all forms.
Curbside Value Partnership Boot Camp Webinar: Blueprint for a successful educ...Kristen Biance
CVP’s latest Boot Camp Webinar: “Blueprint for a Successful Education Campaign,” features a step-by-step guide for planning and executing an effective education campaign to promote your local recycling program.
Together, we will examine a recent CVP partnership launched in Hillsborough County, Fla. By dissecting the campaign and describing the various steps taken, you will be able to adapt some of the strategies and ideas for your own local program.
YOU WILL LEARN
Campaign Overview, including Background and Results
Step One: Planning
Step Two: Putting the Plan into Action
Step Three: Rolling Out the Campaign to Residents
Assessing the Campaign
Sustaining Campaign Momentum
The State of the Industry, by Grass Roots Meetings & EventsGrass Roots
Results and insight from a survey of over 1,000 meetings and events professionals from corporations in Europe and the US, as presented at the Meetings Show on 15th June 2017.
Presented by David Taylor, MD of Grass Roots Meetings and Events, with Technology slides presented by product manager Philip Staines.
This research will be published in full in the Grass Roots Meetings Industry Report to be released in Autumn 2017.
Find out more at http://meetingsindustry.report.
Results and insight from a survey of over 1,000 meetings and events professionals from corporations in Europe and the US, as presented at the Meetings Show on 15th June 2017.
Presented by David Taylor, MD of Grass Roots Meetings and Events, with Technology slides presented by product manager Philip Staines.
This research will be published in full in the Grass Roots Meetings Industry Report to be released in Autumn 2017.
Find out more at http://meetingsindustry.report.
Capabilities of 'Comprehensive Analysis (newage.)newage.
In this presentation, we describe our own methodology of 'Comprehensive Analysis' of digital media campaigns. This approach to ad campaigns analysis helps our clients to uncover the real ROI of their ad placements, creatives and audiences. Our in-depth analysis helps to get clarity into what is really working and what is not. In this slide deck, we also walk you through some real-life examples of how 'Comprehensive Analysis' worked for the benefit of our clients.
newage. is the digital marketing agency that applies an innovative approach to the online media campaigns analysis. Our proprietary technology of ‘Comprehensive Analysis’ (includes Post View analysis and User ID matching) enables us to get a 360-degree view of the real media effect of your campaigns and feel the gap in understanding of long term effects of media activities.
Presentation given as part of the Higher Logic Learning Series. Focused on online advertising stats, tips on how to best sell ads online and a case study from the National Apartment Association.
Bridging the Gap Between Engagement and Post-Click ConversionsTinuiti
To get a big picture view of sales, marketers need to weld two parts of the funnel that are often separated – ad engagement and website conversion.
So how do we get audiences to convert after clicking on an ad rather than wait and put off action for later – or never? Tune in as Jon Oberlander, EVP, Social at Tinuiti, and Vansh Talwar, VP, Growth at Starz walk you through proven strategies for connecting ad content and post-click engagement to accelerate sales.
OPTIMIZING THE POST-CLICK EXPERIENCE TO IMPROVE CHECKOUT RATE
During this session, we will discuss optimization hacks that eCommerce organizations can adopt to make their visitor journey delightful and increase checkouts. We have seen some of our clients improve conversions by over 10% just by adopting a few of these! We will also showcase a success story of a prominent eCommerce player and discuss the approach they adopted to improve conversions and checkouts.
MASTERING DIGITAL TRANSFORMATION IN THE NEW BUSINESS ERADaniel McKean
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Results and insight from a survey of over 1,000 meetings and events professionals from corporations in Europe and the US, as presented at the Meetings Show on 15th June 2017.
Presented by David Taylor, MD of Grass Roots Meetings and Events, with Technology slides presented by product manager Philip Staines.
This research will be published in full in the Grass Roots Meetings Industry Report to be released in Autumn 2017.
Find out more at http://meetingsindustry.report.
Capabilities of 'Comprehensive Analysis (newage.)newage.
In this presentation, we describe our own methodology of 'Comprehensive Analysis' of digital media campaigns. This approach to ad campaigns analysis helps our clients to uncover the real ROI of their ad placements, creatives and audiences. Our in-depth analysis helps to get clarity into what is really working and what is not. In this slide deck, we also walk you through some real-life examples of how 'Comprehensive Analysis' worked for the benefit of our clients.
newage. is the digital marketing agency that applies an innovative approach to the online media campaigns analysis. Our proprietary technology of ‘Comprehensive Analysis’ (includes Post View analysis and User ID matching) enables us to get a 360-degree view of the real media effect of your campaigns and feel the gap in understanding of long term effects of media activities.
Presentation given as part of the Higher Logic Learning Series. Focused on online advertising stats, tips on how to best sell ads online and a case study from the National Apartment Association.
Bridging the Gap Between Engagement and Post-Click ConversionsTinuiti
To get a big picture view of sales, marketers need to weld two parts of the funnel that are often separated – ad engagement and website conversion.
So how do we get audiences to convert after clicking on an ad rather than wait and put off action for later – or never? Tune in as Jon Oberlander, EVP, Social at Tinuiti, and Vansh Talwar, VP, Growth at Starz walk you through proven strategies for connecting ad content and post-click engagement to accelerate sales.
OPTIMIZING THE POST-CLICK EXPERIENCE TO IMPROVE CHECKOUT RATE
During this session, we will discuss optimization hacks that eCommerce organizations can adopt to make their visitor journey delightful and increase checkouts. We have seen some of our clients improve conversions by over 10% just by adopting a few of these! We will also showcase a success story of a prominent eCommerce player and discuss the approach they adopted to improve conversions and checkouts.
MASTERING DIGITAL TRANSFORMATION IN THE NEW BUSINESS ERADaniel McKean
Digital Transformation. It's not just about getting the latest tech; it's about a deep, meaningful shift in how businesses operate and connect with their customers.
Before an advance formal Discovery Session for which planners will gather relevant business, market, and product insights, the FIRST ACTIONABLE strategic step in the strategic planning process is to develop an initial Go-To-Market framework.
Harnessing the Power of Predictive Models for Marketing Campaign Optimization...Daniel McKean
In the fast-paced world of digital marketing, making data-driven decisions is not just an advantage; it's a necessity. Among the plethora of tools and techniques at the disposal of marketers and data analysts, predictive models stand out for their ability to transform complex marketing challenges into opportunities for strategic optimization.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
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Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
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To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
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This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
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The session will also cover data analysis techniques and criteria for graduating landing pages.
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Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
2. Insights to be Gathered
q How is the overall campaign performing?
q What placements are performing the best?
q How are placements impacting the funnel?
q What creative (faces) resonate & creates the
most conversions?
q What actionable trends do we see in the
data?
q Can impressions and spend be more
efficiently served?
Methodology & Process Steps
q Tracking and measuring
q Monitoring and reporting monthly results
q Testing and improving performance
q Applying SIM modeling
q Optimizing monthly reach versus
impressions versus conversions
q Filling the funnel
Methodology
Measure
Report
Analyze
Test
Improve
Platform performance& influence
(Quantitative Analysis)
Document performance and results
(Monthly Reporting)
Qualify what and why thru segmentation
(Qualitative Analysis)
Learn and evolve
(Apply and Test Insights)
Optimize & develop best practices
(Validation & Documentation)
ANALYTICS FRAMEWORK
A GUIDING METHODOLOGY AND PROCESS TO EXTRACT INSIGHTS
4. Since September…
• In a year over year comparison (Sep /Oct), the average number of monthly enrollees to
the registry has quadrupled (4X).
• An average of 76% of the Community Enrollments are now coming via digital advertising
activities alone. (Sep /Oct)
Next Steps
• Continue with current campaign direction.
• Analyze and optimize for maximizing enrollments.
ENROLLMENT INSIGHTS
NEW EMAILS AND THE ADVERTISING CAMPAIGN COMMENCED IN SEPTEMBER
5. Dates New Enrolls
via Campaign
Registry
via Campaign
Interest
via Campaign
Sep-16 385 174 211
Oct-16 892 207 685
YTD Totals 1,277 381 896
Mo. Avg. 639 191 448
2016 DIGITAL ADVERTISING INFLUENCE
CAMPAIGN DRIVEN ENROLLMENTS
94% OF NEW OCTOBER ENROLLEES WERE DIRECTLY ATTRIBUTABLE TO THE AD CAMPAIGN.
Campaign Impact
ü Pre Campaign Monthly Enroll Average
268 enrollments per month (Jan – Aug)
ü Campaign Monthly Enroll Average
834 enrollments per month (Sep – Oct)
Dates New Enrolls
Community (All)
Registry
via Campaign
Interest
via Campaign
Sep-16 717 174 211
Oct-16 950 207 685
YTD Totals 1,667 381 896
Mo. Avg. 834 191 448
53%
94%
Campaign Influence
ü 1,277 Community New Enrolls to Date
ü Sep - 53% of all Community New Enrolls
ü Oct - 94% of all Community New Enrolls
2016 COMMUNITY ENROLLMENTS IMPACT
6. • Benchmarks have been established.
• African American participation has tripled on a monthly basis.
• Enrollees from Asian community have doubled on monthly basis.
• Pacific Islander populations have been introduced.
• Female participation still outweighs male participation by a 7:3 ratio.
• All age brackets are represented with 18 to 24 being the most responsive.
• Enrollments have increased by 15% in both the 24 – 34 and 55+ age groups from
September to October.
Next Steps
• Optimize to demographic objectives and goals.
• Optimize to increase male participation by creating banner with more male faces and
layering on third party data to serve more impressions toward men
• Additional optimization to increase monthly enrollment numbers for the over 45+ age
group population.
DEMOGRAPHIC INSIGHTS
CAMPAIGN HAS IMPROVED THE DIVERSITY WITHIN THE REGISTRY.
7. September October
Age 0-17 18-24 25-34 35-44 45-54 55-64 65+
Male
8 93 42 18 11 13 29
Female
14 209 86 37 66 59 32
Totals 22 302 128 55 77 72 61
Race Count
White 612
Black-African American 45
Asian 36
American Indian / Alaskan Native 6
Native Hawaiian / Pacific Islander 0
Other / Unknown 7
Prefer Not To Say 11
Totals 717
Age 0-17 18-24 25-34 35-44 45-54 55-64 65+
Male
13 110 75 18 19 28 26
Female
15 320 123 46 51 60 37
Totals 28 430 198 64 70 88 63
Race Count
White 736
Black-African American 103
Asian 71
American Indian / Alaskan Native 10
Native Hawaiian / Pacific Islander 13
Other / Unknown 13
Prefer Not To Say 4
Totals 950
ENROLLMENT DEMOGRAPHICS
CAMPAIGN HAS IMPROVED THE DIVERSITY WITHIN THE REGISTRY
9. • Over a comparable 4-month period for the Research Registry website:
ü The number of users and sessions have experienced a (3x) lift.
ü Pageviews are up as much as (18x) since the launch of the campaign.
ü Time spent on the site and number of Pages viewed reveals a (3X) lift.
ü Net Bottom Line Result: People are spending more time on the website consuming
content and gathering information leading to greater conversions.
Next Steps
• Pixel modifications are needed for deeper segmented conversion analysis.
WEB TRAFFIC INSIGHTS
ADVERTISING HAS SHOWN A POSITIVE IMPACT ON INCREASING WEB TRAFFIC.
11. • Print and outdoor advertising impacts early awareness, but does not directly affect site
traffic consistently.
• Post Gazette homepage takeovers have impact, but are directly tied to the publisher’s
traffic and vary greatly in performance, yet cost the same either way.
• Slight drop off in traffic and enrollment when Billboards end, Bus Ads are reduced, and
Post Gazette standard banners end.
• Large drops in weekend traffic take place even when impressions are placed out in the
marketplace.
Next Steps
• Adjust and optimize future spends for best efficiencies. Start with print and outdoor.
• Reduce impressions and spend on the weekends to align with user click behaviors.
• Shift Post Gazette dollars to a more consistent presence relative to unreliable and
expensive “traffic spikes”.
WEB TRAFFIC INSIGHTS
ADVERTISING AND EMAIL IMPACT ON INCREASING TRAFFIC.
12. ACTIVE MEDIA IMPACT
ADVERTISING AND EMAIL IMPACT ON INCREASING TRAFFIC.
9/1 9/4 9/7 9/10 9/13 9/16 9/19 9/22 9/25 9/28 10/1 10/4 10/7 10/10 10/13 10/16 10/19 10/22 10/25 10/28 10/31 11/3 11/6 11/9 11/12 11/15 11/18 11/21 11/24 11/27
Daily
Sessions
Lamar Outdoor Billboards Media Flight
Port Authority Bus Transit Media Flight
NPR Media Flight
Post Gazette
Home Page
Takeover
Post Gazette Desktop & Mobile Banners Media Flight
Post Gazette
Banner
Post
Gazette
4/C Ad
Post
Gazette
4/C Ad
Post
Gazette
4/C Ad
Post
Gazette
4/C Ad
Programmatic Display & Pre-Roll Media Flight
Post
Gazette
4/C Ad
Post Gazette
Home Page
Takeover
Pitt Tribune
4/C Ad
New Pitt
Courier
Insert
Other Traffic Stimulus
o Search
o Social
o Direct
o Referral Pandora Audio & Display Media Flight
Sep 2 Email: count 11,063
Ongoing Email Campaign
Sep 1 Email:
count 5,000
Email: Aug 24 – 31: count 13,813
Email
Email
Direct
Pandora
Post Gazette Banner &
Programmatic
Direct
Email
Facebook
Post Gazette
Home Page
Takeover
WE Trough WE Trough WE Trough WE Trough WE Trough WE Trough WE Trough WE Trough WE Trough WE Trough WE Trough
Email
Post
Gazette
4/C Ad
Post
Gazette
4/C Ad
Email
Email
Email
Email
Pitt Tribune
4/C Ad
Email
+300% Lift
Website Traffic
• Red = Tracked Influence
• Black = Marginal Influence
14. • Certain media placements outperform others measured by CPA (cost per action).
• Print Media has no direct impact on Enrollment numbers.
• There is a slight decline in enrollments when the outdoor billboards and bus ads are
finished, but the increase in enrollment from the increasing performance of the
programmatic efforts will make the drop off unnoticeable.
• There is very little enrollment activity on the weekends, despite serving up impressions
digitally, and traditionally.
• Pandora contributes to sustaining the momentum of enrollment as part of the digital
impressions that keep web traffic at the same levels after the reduction of all other
channel spends - including programmatic.
• Enrollments decline as impressions decline reinforcing need for reach and frequency of
campaign to remain consistent in order to sustain momentum.
ACTIVE MEDIA IMPACT
DIGITAL ADVERTISING AND EMAIL IMPACT ON ENROLLMENT.
15. (continued)
• Supplemental digital media (e.g. display, banners, homepage takeovers) supports reach
and frequency goals at a more cost effective rate with lower costs per impression than
outdoor and print.
• Mobile, in it’s limited use, outperforms desktop placements.
• Creative needs to be continuously monitored and served accordingly to best performing
ads.
• Creative needs a managed rotation so ensure ads don’t become oversaturated with target
audiences.
• Enrollment is not always directly correlated to traffic generated, as we see users return
later to actually enroll after seeing an impression. (delayed conversion)
Next Steps
• Optimize vis a vis budget efficiencies and conversions: change media mix, reduce weekend
spending on all digital.
ACTIVE MEDIA IMPACT
DIGITAL ADVERTISING AND EMAIL IMPACT ON ENROLLMENT.
16. 0
50,000
100,000
150,000
200,000
250,000
300,000
9/1 9/5 9/9 9/13 9/17 9/21 9/25 9/29 10/3 10/7 10/11 10/15 10/19 10/23 10/27 10/31 11/4 11/8 11/12 11/16 11/20 11/24 11/28
0
200
400
600
800
1,000
1,200
1,400
1,600
Impressions
Served
Web
Sessions
Pandora Audio Pandora Display Programmatic Facebook Sessions
Lamar Outdoor Billboards Media Flight
Port Authority Bus Transit Media Flight
NPR Media Flight
Post Gazette Desktop & Mobile Banners Media Flight
Programmatic Display & Pre-Roll Media Flight
Other Traffic Stimulus
o Search
o Social
o Direct
o Referral
Pandora Audio & Display Media Flight
Ongoing Email Campaign
95
184 180
231 233
176 178
139
146
128
53
Weekly Enrollments
Post Gazette
Home Page
Takeover
ACTIVE MEDIA IMPACT
DIGITAL ADVERTISING’S DIRECT IMPACT ENROLLMENT.
+300% Lift
Website Traffic
17. AWARENESS CONSIDERATION CLICK-THRU ENROLLMENT INTEREST
• PRE-ROLL
• DISPLAY
• BANNERS
• ONLINE RADIO
• PRINT & OUTDOOR
• DISPLAY
• BANNERS
• HOME PAGE
TAKEOVERS
• FACEBOOK
• DISPLAY
• BANNERS
• HOME PAGE
TAKEOVERS
• REMARKETING
• DISPLAY
• BANNERS
• REMARKETING
• DISPLAY
• BANNERS
• REMARKETING
• EMAIL
• CALL CENTER
• POSTAL MAIL
• EMR
Facebook
4,840
Imp. / Conv.
Pre-Roll
12,264
Imp. / Conv.
Radio
20,941
Imp. / Conv.
Contextual Banners
5,523
Imp. / Conv.
Remarketing
108
Imp. / Conv.
Algorithmic
4,507
Imp. / Conv.
We can see here which channels are driving people through the funnel from awareness to conversion and then interest in
a particular study. Activities at top of funnel create more awareness yet conversions take longer and are more expensive.
Conversions get less expensive further down the funnel.
THE FUNNEL ON ITS SIDE
18. Campaign Impressions Spend CPA
Pre-Roll 527,339 $6,323.88 $147.07
Facebook 1,713,190 $12,716.16 $35.92
Contextual
Prospecting
1,817,009 $6,539.94 $19.88
Algorithmic
Prospecting
& Standard
Remarketing
4,565,157 $13,694.35 $13.52
Totals 8,706,459 $40,103.59 $23.01
Pre-Roll
16%
Facebook
32%
Contextual
16%
Algorithmic
34%
Radio
2%
CAMPAIGN SPEND RATIO
20.31%
YTD Conversions
20.31%
YTD Conversions
58.12% YTD Conversions
NEXT STEP: ADJUST SPEND MIX TO SUPPORT MORE CONVERSIONS WHILE DRIVING AWARENESS.
2%
38%
19%
41%
0%
Registry Conversions
Pre-Roll Facebook Contextual Algorithmic Radio
3%
14%
19%
64%
0%
Interest Conversions
CAMPAIGN PERFORMANCE
ENROLLMENTS DO NOT DIRECTLY CORRELATE WITH THE DIGITAL SPEND MIX.
2.47%
YTD Conversions
18.88%
YTD Conversions
0.23%
YTD Conversions
19. Device Imps Conversions CPA
Desktop 6,336,745 1,259 $19.65
Mobile 578,338 149 $12.34
• Denotes Best Performance
Desktop,
92%
Mobile, 8%
Impressions Served Ratio
$19.65 $12.34
1,259
149
0
200
400
600
800
1,000
1,200
1,400
Desktop Mobile
$0.00
$5.00
$10.00
$15.00
$20.00
$25.00
Conversions
CONVERSION PERFORMANCE BY PLATFORM SERVES
Conversion Cost Conversions
Mobile shows high
returns.
Action Needed:
more mobile testing.
CAMPAIGN PERFORMANCE
MOBILE IS PROVING TO BE A MORE EFFECTIVE PLATFORM THAN DESKTOP.
20. Asset Imps Clicks Conversions Registry Interest CTR
Nadia 30s
DESKTOP.mp4
32,783 15 5 1 4 0.05%
Ann Marie 15s
DESKTOP.mp4
33,254 13 11 8 0.04%
Kevin and Brandon
15s DESKTOP.mp
32,858 12 2 0 2 0.04%
Nadia 30s DESKTOP.mp4 Ann Marie 15s & 30s DESKTOP.mp4 Kevin & Brandon 15s DESKTOP.mp4
* CTR is a more relevant metric (as the initial action) for measuring creative influence than conversion counts and other metrics.
The click thru rates on video is not up to industry average. While they are creating awareness
they are not necessarily driving engagement.
Next Steps
Shift some of our Spend on Video into more effective conversion units.
PRE-ROLL CREATIVE PERFORMANCE
BEST PERFORMING VIDEO MESSAGES ARE ALL CENTERED AROUND “GIVING BACK”.
21. PRE-ROLL – BEST CREATIVE PERFORMANCE
Pre-Roll Impressions Clicks Conversions Registry Interest Abandon CTR CPA
Nadia 30s DESKTOP.mp4 32,783 15 5 1 4 - 0.05% $ 65.57
Ann Marie 30s DESKTOP.mp4 31,786 14 4 1 3 - 0.04% $ 79.47
Ann Marie 15s DESKTOP.mp4 33,254 13 11 - 8 3 0.04% $ 30.23
William 30s DESKTOP.mp4 18,655 7 0 - - - 0.04% -
Matt 30s DESKTOP.mp4 32,674 12 0 - - - 0.04% -
Kevin and Brandon 15s DESKTOP.mp4 32,858 12 2 - 2 - 0.04% $ 164.29
Phil 15s DESKTOP.mp4 33,912 11 4 1 3 - 0.03% $ 84.78
Sandra 15s DESKTOP.mp4 33,358 10 0 - - - 0.03% -
Nadia 15s DESKTOP.mp4 33,175 9 6 2 4 - 0.03% $ 55.29
Kylie and Jess 30s DESKTOP.mp4 32,373 8 2 - 2 - 0.02% $ 161.87
Kevin and Brandon 30s DESKTOP.mp4 31,285 7 0 - - - 0.02% -
Sandra 30s DESKTOP.mp4 32,424 7 0 - - - 0.02% -
Kylie and Jess 15s DESKTOP.mp4 33,045 7 9 2 6 1 0.02% $ 36.72
William 15s DESKTOP.mp4 19,540 4 1 1 - - 0.02% $ 195.40
Matt 15s DESKTOP.mp4 33,001 6 1 - 1 - 0.02% $ 330.01
Phil 30s DESKTOP.mp4 19,074 3 1 1 - - 0.02% $ 190.74
Grand Total 483,197 145 46 9 33 4 0.03% $ 105.04
• Denotes Best Performance * CTR is a more relevant metric (as the initial action) for measuring creative influence than conversion counts and other metrics.
22. • Diabetes Messaging drove 38 new registry members, and 123 interested.
• Help Doctors Find Answers drove 28 new registry members, and 92 interested.
• Autism Drove 2 new members and 6 interested.
• Improving Health drove 3 interested.
Next Steps
• Increase and Optimize Contextual Targeting for Conditions
• Add More Condition Based messaging
CONTEXTUAL ADS CREATIVE PERFORMANCE
BEST CONTEXTUAL ADS ARE PLACED ON SITES ABOUT HEALTH OR SPECIFIC CONDITIONS.
Asset Imps Clicks Conversions Registry Interest CTR CPA
Active - Answers -
300x600.jpg
121,859 149 14 3 11 0.12% $ 26.11
Active - Answers -
160x600.jpg
71,786 58 27 5 21 0.08% $ 7.98
Active - Diabetes -
300x250.jpg
472,136 213 96 19 74 0.05% $ 14.75
* CTR is a more relevant metric (as the initial action) for measuring creative influence than conversion counts and other metrics.
23. CONTEXTUAL – BEST CREATIVE PERFORMANCE
Contextual Impressions Clicks Conversions Registry Interest Abandon CTR CPA
Active - Diabetes - 300x250.jpg 513,705 224 102 21 78 3 0.04% $18.13
Active - Diabetes - 728x90.jpg 307,811 148 60 18 41 1 0.05% $18.47
Active - Answers - 300x250.jpg 243,653 90 43 8 34 1 0.04% $20.40
Active - Answers - 728x90.jpg 179,651 65 40 12 28 0.04% $16.17
Active - Answers - 300x600.jpg 127,850 152 14 3 11 0.12% $32.88
Active - Answers - 160x600.jpg 79,770 65 29 7 21 1 0.08% $9.90
Active - Autism - Mobile - 320x50.jpg 67,825 41 7 1 6 0.06% $34.88
Active - Diabetes - 300x600.jpg 65,268 64 0 0.10% -
Active – Improving Health - Mobile - 320x50.jpg 48,221 24 6 2 3 1 0.05% $28.93
Active - Diabetes - 160x600.jpg (52425041) 44,636 22 16 4 11 1 0.05% $10.04
Altruistic – Advance Medicine - Mobile - 320x50.jpg 34,631 11 10 8 2 0.03% $12.47
Active - Diabetes - 250x250.jpg 32,588 10 3 1 2 0.03% $39.11
Active - Answers - 250x250.jpg 29,846 7 1 1 0.02% $107.45
Active - Answers - 120x600.jpg 8,151 3 5 1 4 0.04% $5.87
Active – Improving Health - Mobile - 300x50.jpg 6,785 0 0 0.00% -
Active - Autism - Mobile - 300x50.jpg 5,958 0 1 1 0.00% $21.45
Active - Diabetes - 120x600.jpg 5,582 1 0 0.02% -
Active - Answers - 336x280.jpg 5,580 3 0 0.05% -
Altruistic – Advance Medicine - Mobile - 300x50.jpg 4,711 0 0 0.00% -
Active - Diabetes - 336x280.jpg 4,289 5 0 0.12% -
Active - Autism - Mobile - 320x100.jpg 3,406 3 0 0.09% -
Active – Improving Health - Mobile - 320x100.jpg 2,668 2 0 0.07% -
Grand Total 1,822,585 940 337 88 241 8 0.05% $19.47
* CTR is a more relevant metric (as the initial action) for measuring creative influence than conversion counts and other metrics.
• Denotes Best Performance with adequate impressions
24. • Diabetes messaging drove 76 new registry members, and 335 interested.
• Help Doctors Find Answers drove 64 new registry members, and 195 interested
• Autism realized 5 new members and 51 interested.
• Improving Health/Advance medicine drove 5 new members and 31 interested.
Next Steps
• Refine Creative with more “Help” messaging versions.
• Add More Condition Based messaging.
ALGORITHMIC ADS CREATIVE PERFORMANCE
ALGORITHMIC ADS ARE CREATING THE HIGHEST CONVERSIONS FOR THE CAMPAIGN.
Asset Imps Clicks Conversions Registry Interest CTR CPA
Active - Diabetes -
728x90.jpg
430,865 222 118 22 96 0.05% $ 9.13
Active - Diabetes -
300x250.jpg
616,192 299 160 31 123 0.05% $ 9.63
Active - Diabetes -
160x600.jpg
335,284 203 82 12 69 0.06% $ 10.22
* CTR is a more relevant metric (as the initial action) for measuring creative influence than conversion counts and other metrics.
25. ALGORITHMIC – BEST CREATIVE PERFORMANCE
Algorithmic Impressions Clicks Conversions Registry Interest Abandon CTR CPA
Active - Answers - 300x250.jpg 955,587 383 165 39 125 1 0.04% $17.37
Active - Diabetes - 300x250.jpg 754,607 353 182 34 141 7 0.05% $12.44
Active - Diabetes - 728x90.jpg 656,502 277 138 29 109 0.04% $14.27
Active - Answers - 728x90.jpg 418,155 149 118 22 95 1 0.04% $10.63
Active - Diabetes - 160x600.jpg 405,003 227 96 12 83 1 0.06% $12.66
Active - Answers - 160x600.jpg 386,461 213 70 15 55 0.06% $16.56
Active - Diabetes - 250x250.jpg 135,300 24 51 8 43 0.02% $7.96
Active - Answers - 300x600.jpg 121,331 98 21 9 12 0.08% $17.33
Active - Autism - Mobile - 320x50.jpg 108,232 32 60 5 55 0.03% $5.41
Active - Answers - 250x250.jpg 105,030 20 22 3 19 0.02% $14.32
Active - Diabetes - 300x600.jpg 91,711 78 9 6 3 0.09% $30.57
Altruistic – Advance Medicine - Mobile - 320x50.jpg 81,196 14 19 4 15 0.02% $12.82
Active – Improving Health - Mobile - 320x50.jpg 64,365 15 16 2 13 1 0.02% $12.07
Active - Autism - Mobile - 320x100.jpg 51,504 25 0 0 0 - 0.05% -
Active - Diabetes - 120x600.jpg 49,901 17 11 1 10 0.03% $13.61
Active - Answers - 120x600.jpg 37,583 16 9 2 7 0.04% $12.53
Active - Autism - Mobile - 300x50.jpg 31,536 5 10 3 7 0.02% $9.46
Active - Answers - 336x280.jpg 29,034 29 2 2 0.10% $43.55
Active – Improving Health - Mobile - 320x100.jpg 24,551 13 10 1 9 0.05% $7.28
Active – Improving Health - Mobile - 300x50.jpg 23,673 5 0 0.02% -
Altruistic – Advance Medicine - Mobile - 300x50.jpg 19,076 3 10 1 9 0.02% $5.72
Active - Diabetes - 336x280.jpg 14,819 6 5 5 0.04% $8.89
Grand Total 4,565,157 2,002 1,024 196 817 11 0.04% $13.37
* CTR is a more relevant metric (as the initial action) for measuring creative influence than conversion counts and other metrics.
• Denotes Best Performance with adequate impressions
26. Remarketing drove a total of 369 conversions across studies and new members.
Next Steps
• New pixels are in place to allow remarketing to more effectively work and re-engage
people to sign up for more studies
• Build new messaging and specifically target members who already have signed up that
there are new studies all the time to keep them engaged
REMARKETING PERFORMANCE
REMARKETING ADS ARE PROVIDING A BIG ASSIST TO GET PEOPLE TO CONVERT.
27. ALGORITHMIC – REMARKETING PERFORMANCE
Algorithmic Impressions Clicks Conversions
Active - Diabetes - 300x250.jpg 9,628 23 90
Active - Answers - 300x250.jpg 8,542 13 64
Active - Answers - 728x90.jpg 5,710 8 51
Active - Diabetes - 160x600.jpg 2,668 5 42
Active - Diabetes - 728x90.jpg 4,500 7 36
Active - Autism - Mobile - 320x50.jpg 1,847 5 25
Active - Diabetes - 250x250.jpg 453 0 22
Active - Answers - 160x600.jpg 1,655 1 15
Active - Answers - 300x600.jpg 977 2 7
Altruistic – Advance Medicine - Mobile - 300x50.jpg 171 0 6
Active – Improving Health - Mobile - 320x50.jpg 1,071 0 5
Active - Diabetes - 336x280.jpg 110 0 5
Active - Answers - 250x250.jpg 810 1 3
Active - Autism - Mobile - 300x50.jpg 217 0 3
Active - Diabetes - 120x600.jpg 195 0 2
Active - Answers - 120x600.jpg 193 0 2
Active - Diabetes - 300x600.jpg 904 4 1
Altruistic – Advance Medicine - Mobile - 320x50.jpg 729 0 1
Active – Improving Health - Mobile - 320x100.jpg 199 0 1
Active - Answers - 336x280.jpg 96 0 1
Active – Improving Health - Mobile - 300x50.jpg 249 0 0
Active - Autism - Mobile - 320x100.jpg 211 0 0
Grand Total 41,135 69 382
29. PRINT
REMOVE SPEND. THERE IS NO VISIBLE BUMP IN TRAFFIC OR ENROLLMENT FROM PRINT PUBS.
OUTDOOR
LIMIT SPEND. OUTDOOR IS A GOOD BRANDING EXERCISE FOR SHORT BRIEF PERIODS BUT TOO EXPENSIVE TO SUSTAIN
FOR ENROLLMENT PURPOSES.
OUTDOOR SHOULD DEFINITELY BE USED AS A TACTIC WHEN GOING INTO NEW COUNTIES.
BUS (TRANSIT) ADS ARE MORE AFFORDABLE LONG TERM OPTION THAN BILLBOARDS. AND SHOULD BE LEFT SINCE
BUSES BRING POPULATION DIRECTLY TO CAMPUS. LOW HANGING FRUIT.
RADIO
NPR SEEMS TO HELP CREATE AWARENESS AT AN AFFORDABLE SPEND.
MAINTAIN PANDORA RADIO AS IT IS DRIVING TRAFFIC AND CREATING A REMARKETING POOL.
REMOVE OTHER ONLINE RADIO IS NOT AS TRACKABLE SINCE IT IS AUDIO ONLY – THIS SPEND SHOULD BE REALLOCATED
TO CONTEXTUAL TARGETING.
RECOMMENDATIONS
WHERE DO WE GO FROM HERE? OUR NEXT STEPS…
30. DIGITAL
DECREASE WEEKEND SPEND IN ALL CHANNELS.
SHIFT VIDEO SPEND INTO ALGORITHMIC PROSPECTING AND ENSURE NO VIDEO IS USED AS RETARGETING TACTIC.
MODIFY FACEBOOK MESSAGING AND CHANGE APPROACH TO USE SPECIFIC CONDITIONS/CONTEXTUAL VS THE MORE
GENERAL CALL TO ACTIONS BECAUSE THE CONTEXTUAL CONDITION SPECIFIC MESSAGES SEEM TO BE WORKING.
INCREASE MOBILE IMPRESSIONS AND DECREASE DESKTOP.
ENSURE THAT CREATIVE IS NOT IMMEDIATELY OPTIMIZING ITSELF TO REMOVE CERTAIN CONDITIONS TOO SOON IF THEY
ARE NOT PERFORMING WELL AS RECRUITMENT. NEED TO AVOID “ALL DIABETES” ADS.
REFRESH CREATIVE WITH FACES FROM CURRENT WEBSITE APPROVED STOCK IMAGES.
LOOK AT IRB APPROVED ALTRUISM MESSAGING AND INCREASE VERSIONS OF THESE ADS SINCE “IMPROVING HEALTH”
AND “HELP DOCTOR” MESSAGES ARE WORKING.
RECOMMENDATIONS
WHERE DO WE GO FROM HERE? OUR NEXT STEPS…