Make more informed campaign decisions with a data model that’s designed for modern marketing. Marketers continuously struggle to draw insights from the millions of marketing signals generated each day by increasingly complex and diverse cross-channel campaigns. With growing volumes and variety of data, marketers more than ever need to understand the dynamic relationships between metrics from social media, display advertising, search, mobile, web, CRM, email, and more. Origami Logic’s Marketing Graph™, is the heart of the data model that collects and refines cross-channel data in a way that brings meaning to the data, supporting the unique measurement needs of stakeholders from the CMO to analysts to brand marketers. In this webinar, we will discuss common questions about marketing data models and how the Marketing Graph™ contributes to performance insights and decision making during and after your campaigns. - Marketing data is very complex and dynamic, what challenges does this create when measuring marketing performance?
 - Why traditional BI tools are insufficient for marketing specific use cases?
 - How the Marketing Graph™ is tackling the challenge of cross-channel measurement.
 - How does the Marketing Graph™ help a marketing analyst?

1. Taming the Marketing Data Beast

2. Heard at ANA
Masters of
Marketing 2016
J&J – “Creative use of data has helped us
shatter our benchmarks.”
Hallmark Cards – “We need our hands on
our data at all times so we can see what's
working and what's not and be able to
make the right decisions at the right time.”
PepsiCo – “Measuring success every step
of the way.”“

3. The Challenge of
Marketing Data
Complex & Dynamic
Proprietary and Confidential – Not for Redistribution

4. Marketing data is diverse and complex
Creatives
Images
Copy Text
Videos
Apps
Structures
Accounts
Properties
Campaigns
Ad Groups
Performance
Metrics
Date / Time
Dimensions
Filters
Metadata
Locations
Segments
Tags
Targets
• Ad Status
• Approval Status
• Ad Type
• Channel Type
• Ad Group ID
• Ad Group Name
• Ad Group Tags
• Campaign ID
• Campaign Name
• Campaign Tags
• …
• Impressions
• Clicks
• Cost
• Conversions
• Avg CPC
• Avg CPM
• CTR
• Conversion Rate
• Avg Position
• Quality Score
• Bounce Rate
• Avg Visit Duration
• Pages / Visit
• …
• Ad Network
• Search Partners
• Click Type
• Device
• Keyword
• Top vs. Other
• …
Metrics Dimensions Metadata
AdWords Ad
4

5. Simple questions require extensive harmonization
to answer
Q: How many impressions did my campaign receive in the US this
month?
Display
Social
Email
Website
Impressions Campaign USA MTD
Impressions
Imps / Est. Imps
Opens
Page Views
Campaign / AdG
Message Tags
Metadata
Specific Pages
AdG / Targeting
Page / Profile
Mailing List
Attribute / Dim
Sum Daily
Dimension
Sum Daily
Sum Daily
5

6. Signals often need to be fused across data sources
Organic Platforms
• Engagement
• Imps / Reach
• Consumptions
• Clicks
Paid Platforms
• Spend
• Targeting
• Flighting
Social Listening
• Earned Engagement
• Earned Imps (Est)
• Earned Reach (Est)
• Sentiment
Execution Tools
• Brands
• Products
• Campaigns
• Topics
Dark Post Discovery
6

7. 7
Marketing data is always changing

8. Isn’t BI the answer?
#alreadysolved?

9. BI and visualization tools only solve a small part of
the problem
Data Warehouse / Lake
Data Reservoir / Mart
Cleaning, Harmonization,
Enrichment, Fusing
Data Collection
Aggregation, Filtering,
Segmentation, etc.
Dashboards / Reports / Alerts
Visualization & Export
Ad
Sample Build
Data
Collection
ETL
BI Tools
Visualization
Tools
Analytics
Engine
Need to build
yourself
Need to
build
yourself
Need to heavily
customize (add’l
development required)
Need to manage integration
between different components
9

10. What’s a marketing analyst to do?

11. 11
Marketing Graph™

12. 12
Marketing Graph™

13. AdWords Ad
AdWords Keyword
AdWords Account
AdWords Campaign
AdWords Ad Group
Landing Page
Keyword
Marketing Graph™ Adobe Analytics
Google Analytics View
Bing Ads Keyword
13

14. AdWords Ad
Impressions
Clicks
Cost
Conversions
Avg CPC
Avg CPM
CTR
Conversion Rate
Avg Position
Quality Score
Bounce Rate
Avg Visit Duration
Pages/Visit
***
***
Ad Network
Search Partners
Click Type
Device
Keyword
Top vs. Other
***
***
Ad Status
Approval Status
Ad Type
Channel Type
Ad Group ID
Ad Group Name
Ad Group Tags
Campaign ID
Campaign Name
Campaign Tags
***
***
Metrics Dimensions Metadata
Marketing Graph™
AdWords Ad
14

15. 15
Marketing Graph™
Conversions
Metrics
AdWords Ad
AdWords Ad
Impressions
Clicks
Cost
Conversions
Avg CPC
Avg CPM
CTR
Conversion Rate
Avg Position
Quality Score
Bounce Rate
Avg Visit Duration
Pages/Visit
***
***
Ad Network
Search Partners
Click Type
Device
Keyword
Top vs. Other
***
***
Ad Status
Approval Status
Ad Type
Channel Type
Ad Group ID
Ad Group Name
Ad Group Tags
Campaign ID
Campaign Name
Campaign Tags
***
***
Dimensions Metadata
allowed dimensions:
“adContent”,
“adFormat”,
“adGroup”,
***
Auto Created: False
Backfetchable: True
Display Name: Ad Conversions
Granularity: day
Granularity Display: daily
Is Additive: True
Service: google_adwords
***

16. 16
Marketing Graph™

17. Marketing Graph™ enables data visibility
Explore
Drill Path
Filters
Search
?
Drill Down
Options
17

18. 18
The heart of a powerful solution
Full Data Search
Cross-Channel KPIs
Intuitive Dashboards
Rapid Data Ingest

19. Definitions vary by vendors
19
Standard Industry Definition
(IAB)
YouTube Facebook Twitter
IMPRESSIONS
"Measurement of responses from
a Web server to a page request
from the user browser, which is
filtered from robotic activity and
error codes, and is recorded at a
point as close as possible to
opportunity to see the page by
the user. "
Views: The number of
times people watched or
engaged with your video
ad.
Note: TrueView video ads
views will count toward a
public YouTube view count
only if the video is longer
than 11 sec.
Impression: Each
time an ad can be
viewed when it
enters a person’s
screen on the
Facebook Audience
Network
video_total_views =
views which are at
least 50% in-view for
2 seconds, per the
MRC standard. This
MRC view is used for
the default VIEW
bid_unit for Video
View campaigns.

20. Example: Video KPIs
20
Brand Goal Standard Digital Video Metrics Building Custom KPIs
Awareness • Reach
• Impressions
• View Time, Video Completion Rate (VCR)
• Brand Awareness/Lift/Recall
Engagement • View Time
• Video Completion Rate (VCR)
• User interactions
• Click-through rate (CTR)
• Brand Awareness/Lift/Recall
Conversions • Cost per Completed View (CPCV)
• Cost per Click (CPC)
• Cost per conversion (custom)

21. Learn how the Marketing Graph™ can help you

22. About Origami Logic
Purpose: Helping Global Brands
Master Their Marketing Performance
Simplify campaign measurement
across marketing channels
Increased transparency into all your
data
Agile collaboration - agencies and
internal partners
Accelerate time to insight
Our Platform
22

23. A free marketing performance health check
23
Contact us: info@origamilogic.com
Increased Productivity
Cost Savings
Agile Transformation
Increased Revenue

24. Thank You &
Questions
www.origamilogic.com |
info@origamilogic.com