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Track B - Advanced Metrics & Data for the Performance Channel
The document presents insights on advanced metrics and KPIs for performance marketing, discussing the necessity to move beyond traditional metrics to achieve a more holistic view. Key topics include the challenges of data discrepancies, the importance of aligning marketing objectives, and the need for uniform measurement of results. The content is aimed at helping marketers identify valuable contributions to brand performance and improve decision-making processes.
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Track B - Advanced Metrics & Data for the Performance Channel
- 1. Advanced Metrics and Datafor the Performance Channel
- 2. ● Co-founder &VP Strategic Initiatives, Impact Radius: 2008 - present ● PMA Board Member: 2014 - present ● VP Sales & Business Development, Digital River, oneNetworkDirect : 2006 - 2008 ● Founding Team, Commission Junction: 1998 - 2006 Todd Crawford Welcome
- 3. Agenda 1. Setting theStage 2. Moving Beyond Traditional Metrics 3. Holistic vs Siloed Views 4. Uncovering New Metrics and KPIs 5. Challenges 6. Takeaways
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- 7. Historical Metrics Partner 1234,567 8,820 3.76% £410,470 £32,838 £46.54 £10.95 Partner 2 321,249 13,525 4.21% £730,057 £58,405 £53.98 £11.09 Partner 3 98,745 5,707 5.78% £277,668 £22,213 £48.65 £11.22 Partner 4 57,422 3,572 6.22% £217,013 £17,361 £60.76 £11.15 Partner 5 75,890 2,550 3.36% £108,192 £8,655 £42.43 £10.82 Media Clicks Sales CR Revenues Spend AOV Total ROAS
- 8. Partner 1 234,5678,820 3.76% £410,470 £32,838 £46.54 £10.95 Partner 2 321,249 13,525 4.21% £730,057 £58,405 £53.98 £11.09 Partner 3 98,745 5,707 5.78% £277,668 £22,213 £48.65 £11.22 Partner 4 57,422 3,572 6.22% £217,013 £17,361 £60.76 £11.15 Partner 5 75,890 2,550 3.36% £108,192 £8,655 £42.43 £10.82 Historical Metrics Media Clicks Sales CR Revenues Spend AOV Total ROASCR 3.76% 4.21% 5.78% 6.22% 3.36%
- 9. Partner 1 234,5678,820 3.76% £410,470 £32,838 £46.54 £10.95 Partner 2 321,249 13,525 4.21% £730,057 £58,405 £53.98 £11.09 Partner 3 98,745 5,707 5.78% £277,668 £22,213 £48.65 £11.22 Partner 4 57,422 3,572 6.22% £217,013 £17,361 £60.76 £11.15 Partner 5 75,890 2,550 3.36% £108,192 £8,655 £42.43 £10.82 Historical Metrics Media Clicks Sales CR Revenues Spend AOV Total ROASAOV £46.54 £53.98 £48.65 £60.76 £42.43
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- 14. Aligning Marketing Objectives and KPIs NEW CUSTOMERS PRODUCTATTRIBUTION MARGIN/NET PROFIT PARTICIPATIONS DEVICE CONTRIBUTIONS UNIQUE CONVERSIONS DISCOUNTING TENANCY ROAS LATENCY LTV COMMON PATHS TO CONVERSION
- 15. ● How areyou and other channels measured? ● What are the KPIs for your brand? ● What do you value most? Marketing Objective and KPI’s
- 16. Revenue Contributions Partner 1£528,931 £118,462 £410,470 £20,647 29% 5% Partner 2 £850,881 £120,824 £730,057 £167,110 17% 23% Partner 3 £368,243 £90,575 £277,668 £71,500 33% 26% Partner 4 £279,014 £62,001 £217,013 £14,475 29% 7% Partner 5 £134,451 £26,258 £108,192 £11,025 24% 10% Media Participated Assisted Credited Unique Assistance Factor Unique Factor
- 17. Revenue Contributions Partner 1£528,931 £118,462 £410,470 £20,647 29% 5% Partner 2 £850,881 £120,824 £730,057 £167,110 17% 23% Partner 3 £368,243 £90,575 £277,668 £71,500 33% 26% Partner 4 £279,014 £62,001 £217,013 £14,475 29% 7% Partner 5 £134,451 £26,258 £108,192 £11,025 24% 10% Media Participated Assisted Credited Assistance Factor Unique Factor Unique 29% 17% 33% 29% 24% Assistance Factor
- 18. Revenue Contributions Partner 1£528,931 £118,462 £410,470 £20,647 29% 5% Partner 2 £850,881 £120,824 £730,057 £167,110 17% 23% Partner 3 £368,243 £90,575 £277,668 £71,500 33% 26% Partner 4 £279,014 £62,001 £217,013 £14,475 29% 7% Partner 5 £134,451 £26,258 £108,192 £11,025 24% 10% Media Participated Assisted Credited Assistance Factor Unique Factor Unique 5% 23% 26% 7% 10% Unique Factor
- 19. New Customers Partner 1£410,470 £47,795 £362,674 11.6% Partner 2 £730,057 £17,811 £712,246 2.4% Partner 3 £277,668 £18,091 £259,577 6.5% Partner 4 £217,013 £22,545 £194,468 10.4% Partner 5 £108,192 £50,801 £57,391 47.0% Media Revenues New Customer Returning Customer Percent New
- 20. New Customers Partner 1£410,470 £47,795 £362,674 11.6% Partner 2 £730,057 £17,811 £712,246 2.4% Partner 3 £277,668 £18,091 £259,577 6.5% Partner 4 £217,013 £22,545 £194,468 10.4% Partner 5 £108,192 £50,801 £57,391 47.0% Media Revenues New Customer Returning Customer Percent New 11.6% 2.4% 6.5% 10.4% 47.0% Percent New
- 21. Profit Margin Partner 1£410,470 £164,188 £32,838 £213,444 52% Partner 2 £730,057 £240,919 £58,405 £430,734 59% Partner 3 £277,668 £74,970 £22,213 £180,484 65% Partner 4 £217,013 £88,975 £17,361 £110,677 51% Partner 5 £108,192 £37,867 £8,655 £61,670 57% Media Revenues COGs Spend Profit MarginProfit
- 22. Profit Margin Partner 1£410,470 £164,188 £32,838 £213,444 52% Partner 2 £730,057 £240,919 £58,405 £430,734 59% Partner 3 £277,668 £74,970 £22,213 £180,484 65% Partner 4 £217,013 £88,975 £17,361 £110,677 51% Partner 5 £108,192 £37,867 £8,655 £61,670 57% Media Revenues COGs Spend Profit MarginProfit 52% 59% 65% 51% Profit Margin 57%
- 23. KPI Scorecard Partner 1£410,470 11.6% 29% 5% 52% Partner 2 £730,057 2.4% 17% 23% 59% Partner 3 £277,668 6.5% 33% 26% 65% Partner 4 £217,013 10.4% 29% 7% 51% Partner 5 £108,192 47.0% 24% 10% 57% Media Revenues Assistance Factor Profit MarginUnique Factor 11.6% 2.4% 6.5% 10.4% 47.0% Percent New £ 29% 17% 33% 29% 24% Assistance Factor Unique Factor Profit Margin 5% 23% 26% 7% 10% 52% 59% 65% 51% 57%
- 24. KPI Scorecard Partner 1£410,470 £47,795 £118,462 £20,647 £213,444 Partner 2 £730,057 £17,811 £120,824 £167,110 £430,734 Partner 3 £277,668 £18,091 £90,575 £71,500 £180,484 Partner 4 £217,013 £22,545 £62,001 £14,475 £110,677 Partner 5 £108,192 £50,801 £26,258 £11,025 £61,670 Partner 1 £410,470 11.6% 29% 5% 52% Partner 2 £730,057 2.4% 17% 23% 59% Partner 3 £277,668 6.5% 33% 26% 65% Partner 4 £217,013 10.4% 29% 7% 51% Partner 5 £108,192 47.0% 24% 10% 57% Media Revenues Assistance Factor Profit MarginUnique Factor 11.6% 2.4% 6.5% 10.4% 47.0% Percent New £ 29% 17% 33% 29% 24% Assistance Factor Unique Factor Profit Margin 5% 23% 26% 7% 10% 52% 59% 65% 51% 57% Media Revenues New Customer £ Assisted ProfitUnique
- 25. Aligning Marketing Objectives and KPIs NEW CUSTOMERS PRODUCTATTRIBUTION MARGIN/NET PROFIT PARTICIPATIONS DEVICE CONTRIBUTIONS UNIQUE CONVERSIONS DISCOUNTING TENANCY ROAS LATENCY LTV COMMON PATHS TO CONVERSION
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- 27. Why Data Doesn’t Always MakeSense? ● Data discrepancies ○ Network vs Analytics ○ Biased data or viewpoints ● Intra-affiliate vs cross channel ● Last click crediting ● Commission splitting
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- 29. Takeaways Identify andalign KPIs
- 30. Takeaways Identify andalign KPIs Track value to brand
- 31. Takeaways Identify andalign KPIs Track value to brand Measure results uniformly
- 32. Takeaways Identify andalign KPIs Track value to brand Measure results uniformly Optimize based on value to the brand
- 33.