Introduction to AnalyticsDigital Measurement Methods - Post-impression vs post-click - First click vs last click attribution

Where Measurement Plays a Role

What to Measure - Measurement Analysis Plan

How to Measure - Artemis

Introduction to Analytics

What is Analytics?• Analytics is…

– The practice of understanding different data sets– Evaluating a client’s target audience’s response and behavior to media– Assessing ROI and customer value dynamics, related to a specific media channel

• Each of the above with the objective of optimizing and predicting a clients’ marketing investment

• Analytics encompasses performance across…– Media channels

• Display/digital media, affiliate marketing, search (paid and natural), mobile, DRTV, print, direct mail, e-mail, etc

– Creative • Messaging, offer, size, etc

– Media types• Rich media, video, text links, etc

– Media strategies• Retargeting, behavioral targeting, demo targeting, etc

– Web analytics behavior– Third-party data

Why is Analytics Important?• Quantify your client’s return on media and marketing investment

– Determine the client ROI by campaign, site, placement, and creative level (or engine/keyword)

• Best allocate media spend to improve business performance– Increase media efficiencies through analysis and optimizations

• Gain insight into target audiences’ research and conversion behavior to inform future marketing activities– Placements– Messaging– Targeting

• Demographics• Day part• Geography• Etc

The Approach

The Approach• Whenever possible, all campaigns should consider:

– Business objectives• What is the goal of the brand and the business?

– Online objectives• What is the goal of the Web site?

– Online media objectives• What is the goal of this particular campaign and how is it moving the business forward?

– Awareness, acquisition, lead gen, brand engagement, etc

• All campaigns need success metrics!– Make sure that key performance indicators (KPIs) are defined against objectives before campaign

launch• CTR is a measure of response, not campaign performance

• Determine what data you will have available to you to measure success– If tagging or “conversion” data isn’t available, always create a proxy to

measure campaign success• Increases in site traffic (via Web analytics tools or third-party data), etc• More information in Part II

Digital Measurement Methods

Post-Impression vs Post-Click• What is Post-Click Activity?

– Post-click activities are those actions taken by a consumer on the target Web site after they clicked on an online advertisement. Depending on the attribution window set, usually the activity must be taken within 30 days of the click in order for it to be attributed to the ad

• What is Post-Impression Activity?

– Post-impression activities are those actions taken by a consumer on the target Web site after simply viewing the ad, but not clicking. Again, depending on the cookie-window, usually the activity must be taken within 30 days of the view in order for it to be attributed to the ad

• Time Windows– The cookie and time lag windows should be determined by the consideration required for the activity

in question. For example, high consideration activities like cruise or loan conversions typically have longer cookie windows (e.g., 60-90 days), where low consideration activities, such as registrations or downloads have shorter cookie windows (e.g., two to seven days)

Measuring Post-Click Activity Only• Measuring your campaign with post-click activity will

provide only directly-attributed activities or conversions to your display campaign. Direct response campaigns are typically measured using post-click data only

• When using only post-click data, the only considerations should be first- vs. last-click attribution (99% of media campaigns are measured using last-click attribution but a mixed model can be created), and the expiration time delay between the click and the conversion

Measuring Post-Click and Post-Impression Activity

• If you aren’t asking the target to respond to a specific offer, then you shouldn’t expect them to click on the ad, therefore, it is more acceptable for branding and awareness campaigns without a clear call to action to use post-impression results to create a proxy for campaign effectiveness. Keep in mind to truly test this, you would have to create a control group that wasn't exposed to the ad and compare traffic or conversions of the exposed group to the control group and compare the lift

• When using only post-click data, the only considerations should be first- vs. last-click attribution (99% of media campaigns are measured using last-click attribution but a mixed model can be created), and the expiration time delay between the click and the conversion

Measuring Post-Click and Post-Impression Activity: Considerations

• If you are running simultaneous display and sponsored search campaigns, there could be a significant overlap in the results and you run the risk of double counting results

• For example, Customer A sees an ad on Yahoo.com then searches on Google. He clicks on the top sponsored search result and registers on the client Web site. In the results, Google will get the “conversion,” and Yahoo.com will also get credit for a post-impression conversion

• Be aware of the ad location on the page and the clutter where the ad appeared. Not all placements are created equal!

• Make sure the cookie window is short; you shouldn't give conversion credit to an impression someone saw 30 days prior to the site activity

• Consider the impression frequency the user saw (e.g., one vs. many) and set a threshold or create user segments based on level of exposure to determine efficacy of advertising before just "accepting" that one view made the user convert

First vs Last Click Attribution• What is First Click Attribution?

– Attributing “conversion” to the online display ad or search term the user first clicked on or viewed (in the case of display only)• Usually within 30 days of the conversion, depending on the cookie window set; can be longer for higher consideration

products

• What is Last Click Attribution?

– Attributing “conversion” to the online display ad or search term the user clicked or viewed (in the case of display only) just prior to conversion

• What is Mixed Attribution? – Attributing “conversion” to the first and last ad associated with the conversion, as well as giving credit to those impressions that

were seen or clicked on in between the first and last with equal weight

• Attribution Preference– Typically, advertisers use the last click attribution model. Some financial brands use first click attribution, but if anything, more

clients are leaning toward a mixed attribution model

When Measurement Plays a Role

Within 4 weeks

Discovery

• Research

• Discuss/challenge objectives

• Previous Learnings

• Brainstorm where applicable

• Discussion with creative agency

• Identify client KPIs– Campaign

objectives

• Initial measurement/ spotlight tag discussion

Briefing

• Build and distribute timing plan

• Create RFP

• Identify possible site selection

• Send out RFP to selected media owners

• Evaluate RFP’s

• Create measurement strategy/plan including performance metrics based on campaign objectives and available client and conversion data

• Determine appropriate analytics

• Complete MAP

Create plan

• Develop media plan

• Send/present media plan to client

• Agree on spotlight tag insertion

Implementation

• Book campaign

• Sign and send back IO’s

• Book on to DDS within 24 hours!!

• Spotlight QA/ implementation

• Build plan into DART using MC standard conventions

• Send tags to media owners

Analysis

• Determine appropriate reporting timeframe

• Create report template based on requirements

• Complete reports based on set timeframe; include analysis and insights to drive optimization and future strategies

• Distribute reports

Post campaign

• Ensure sites take down tags at end of campaign and DFA is stopped

• Amend buys

Schedule date for campaign review

• Develop post campaign document• Learnings• Future

strategy

• Send final report

4-6 weeks 1 week 3-5 days Continuous

Campaign Management Process

What to Measure

Questions that Need to be Answered• Objectives

– What are the client’s business objectives?– How is the client looking to expand on its brand online? – What is the client trying to achieve with the campaign?

• How do the media goals align with marketing and business objectives?– What are the goals? Is there a numerical target?

• CPA, conversion volume, downloads, leads, etc– Is there a cost per acquisition target? – Are there impression delivery goals?

• Context– How does the campaign fit within the client’s marketing strategy? – What is the campaign’s flight schedule? – Are there other display or search campaigns running at the same time?

• What are they called and how will they impact this campaign?– Is there any offline media running?

• Campaign Measurement– What are the KPIs?– Does the campaign use spotlight tags? If not, how will you measure success? – Which tags should be used to measure conversion and customer value? – How long will the tags be live after the campaign ends?

More Questions that Need to be Answered

• Creative Measurement– What is the main message of the creative? – How many concepts are you using? – What type of technology does the creative use?

• Rich media, video, flash

• Reporting Requirements– How often are client reports presented (e.g., weekly, monthly, campaign)? – What is included? – What is your preferred reporting week (e.g., Mon-Sun)? – Do you have a preference for “week ending” or “week beginning” timing? – How many sites are included?

• Measurement Components– What are the names of the spotlight tags? – Are there other data sources to be integrated into the analysis (Web, client sales data)?

How to Measure: Artemis

Leverage Technology to Create Accountability

Digital & Direct Media Activity

OnlineTransaction Data

Site Usage Data

Customer Profile Data

Store Data

Competitive Data

Internet Buzz /Chatter Monitor

Brand Media

External Demand Variables

Cross Media Advertising Optimization

Customer Experience

Optimization

Advanced modeling

CustomerValue, Profile

& Attitude

Data

Customer Site Activity Data

ACTIONABLEDECISION DATA

CONSIDERATION DATA

Digital & Direct Campaign Data

Create a Suite of Tools to Track, Report, and Analyze your Campaigns

>Measure the consumer's interactions with the advertising

The ultimate goal is to maximize your ROI

Ad Serving-Enabled

TrackingReporting & Analytics

>Understand how the campaign is performing

>Analyze success factors to inform optimization

• Key criteria :- Reliability, infrastructure- Technical support - Advanced features- Credibility with publishers

• Our choice : Two partners: DoubleClick (global leader) and Atlas (main challenger to Double Click)

Ad Serving-Enabled

TrackingReporting & Analytics

Enabled by Ad Servers

• Key criteria :- 3rd party (trust)- Media Rating Council/IAB audit- Reliability

Tracking

Ad Serving-Enabled

TrackingReporting & Analytics

• Key criteria :- Advanced Analytics- Flexibility, customization- Cross-media analysis- Advanced ROI analysis- Advanced Analysis of « post-impression »

• Our choice : A proprietary Analytics platform

Reporting and Analysis

Ad Serving-Enabled

TrackingReporting & Analytics

Unleash the Potential of Behavioral Data

Data

measured (vs. declared)comprehensive (vs. sampled)at the user level (vs. aggregated)

Interaction(Rich Media)

Ad Impression

Click

Site Visit

Sale

Acquisition

Sale Value

Customer Value

Full de-duplication avoidsover-estimation/over-payment

of visits and conversions

What is the Optimal Frequency for Each Campaign?

Frequency of 4 maxis ideal for that particular

campaign

Understand Reach and Frequency…

… publisher by publisher, to understand the contribution of each of them to the campaign ROI,

and optimize accordingly

Understand Time to Convert, and Compare Across Publishers

4.6% 8.4% 9.8%3.0% 4.2%

59.4%

2.4% 4.1%

2.2% 1.9%0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

< 1 Hr 1 Hr - 1 Day 1 - 7 Days 7 - 14 Days 14 - 30 Days

Impression % - Click %

Click %

Impression %

Which publishers generate the quickest return?