Advertising Analytics 2.0

Advertising Analytics 2.0 Group 3 Ajay Jain (PGP31008) Aniket Sinha (PGP31013)Pallavi Dani (PGP31040) Sameer Anand (PGP31045) Anton Marcotte (IEP17033)

Myntra 2.0YouTube GenY relates with rebellious attitude The campaign makes a mark on the mind of user, the brand awareness Something new, something good!

Myntra 2.0BillBoards While going to office, the same person sees the billboard and that reminds him about the brand MyntraIt is seen as current trend, being followed by everyone in the city.

Myntra 2.0TV Commercials Still resistant to buy online, sees an ad on TV that asks to try Myntra for online fashion shopping

Myntra 2.0Online Related Keywords Random Google search Sees Ads on Facebook

Myntra 2.0Mail Receives a mailer Discount/Sale/Offer

ObservationsThough the click may suggests that the purchase was made after a mailer was sent, however, each of the said medium YouTube campaign, BillBoards, TV Ads, Social Networking contents, and the mailer played an important role in the purchase decision.

Procter & Gamble - Promotions

Creative ads and heavy advertising-Eg. Kareena Kapoor and her actor husband Saif Ali Khan are in the Head & Shoulder ads Kaitrina Kaif is in ads for Olay Shilpa Shetty and Parineeti Chopra are in the Pantene adsAds shown in different television channels, radio, hoardings, newspapers and different magazinesUnder its online marketing strategy, the company has opened its official website where a consumer can easily download any detailed information about any product of its sub brands and make purchases.Tie-ups with numerous other shopping sitesSponsor of various online communities like Women.com and BeingGirl.comSmall product pouches, Free samples as promotional activities

BeingGirl.com, Women.com

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Implications

Email Marketing: Campaign Analysis, Metrics, Best Practices

Embrace permission marketing - Permission is like dating. You don't start by asking for the sale at first impression. You earn the right, over time, bit by bit.Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.Requires- Metrics that are unique to the medium, We need to think end-to-end, and not just your silo.

Three core challengesYour campaign data - How many emails sent, to whom, what happened to them etc.Your website data - What happened after someone clicked on your email links?Your company cross-channel outcomes data - Multi-channel customer purchase behavior,customer lifetime value

Metrics for email campaign analysisThe key metrics youll measure will typically come from your email service provider (so make sure you check they can provide these metrics before you sign up)Every link in your email is tagged with campaign tracking parameters that your web analytics solution needsMetrics Delivery rate = (# of emails sent # of bounce backs) / # of emails sentMeasure the effectiveness of email which are received by the receiver

Continued2) Open rate = # of emails opened / # of emails delivered This metric is of value, for example in helping you understand how effective the single most impactful thing in your email campaign is: the subject line3) Click-to-deliver rate (CTDR) = # of clicks / # of emails deliveredkey measure of the quality of your email list, and of the effectiveness and relevance of your message, You can learn whether text messages or messages with images get a higher CTDR.This would drive aggressive experimentation of email content / offers / targeting / every facet by your team.

Continued4) Subscriber retention rate = # subscribers bounce backs unsubscribes / # subscribersHere you are measuring both the technical effectiveness of your email campaigns over time (reducing bounce backs) and the relevance of your messages and the targeting of the same (reducing unsubscribes).5) Bounce Rate = # of email campaign visits with a single Page View / # of email campaign visitsThis tells us how many clicked on the web-link shared by us along with the email basically Assist Part

Conversion in terms of multi-channel6) For non-ecommerce content based websites heres another obvious behavior metric:Depth of Visit = percent of email campaign visits that last longer than xx pagesThe assumption here is that more page views is more ad views or more future visits or deeper brand impact7) For ecommerce websites heres a behavior metric:Actions Completed = percent of email campaign visits that watched a videoEg. Watched a video or searched for a store location or added to cart or reached the Technical Specs page or customized a car or rated our products or logged in using Facebook or Google+ to get product recommendations based their friends circle or played a treasure hunt

Revenue metricsMost overused metric in web analytics:Macro Conversion Rate = # of One Big Thing / # of email campaign visitsOne Big Thing could be ecommerce sales orders, the number of leads received, downloads of your product, sign up for trials, people volunteering to protest, donations to your church, new accounts opened for your new social networkAverage Revenue per Email Sent = total revenue / # of emails sentMicro Conversion Rate = # of Many Small Things / # of email campaign visitsProfitability = (revenue generated campaign cost cost of goods sold) / # of emails sent

What is Advertising Analytics 2.0Gathering together information ranging from social sentiment to geo-location, weather and demographic factors, analytics 2.0 can provide insight into performance and even shed light onto historical patterns.The new capabilities use Big Data Marketing concepts and models that churns through terabytes of data and hundreds of variables in real time.Based on a recent study from Harvard Business Review, a result of 10%-30% in improvement can be seen from your total marketing performance.

Get Out of Your Swim Lanes

Marketers commonly measure the performance of each of their marketing activities as if they work independently of one anotherso called swim-lane measurement. This may result in significant over- or underattribution of advertising revenues because ads in one medium can exert a powerful influence on, or assist, those in another. Swim-lane measurement ignores those assisted effects. Data analysis of one campaign revealed that swim-lane measurement grossly underestimated the revenues attributable to social-media marketing and display advertising while overestimating PR and paid-search revenue.

Assisted and Swim lane revenue example as per article

Common practiceThe common way of measuring analytics is one channel/campaign separated from the other. The result is an underestimation of revenues for social media marketing or an overestimation of PR and sponsored ads revenue.Areas of online digital analytics opportunitiesDisplay Ads and Banners EmailTwitterSEO Organic SearchTVSocial MediaReferral partnersPublic RelationsPaid ads

Analytics 2.0Here are 3 broader activities to consider:Attribution Quantifies the contribution of each element of advertisingOptimization Uses predictive analytics tools to run scenarios for business planning.Allocation Redistributes resources across marketing activities in real time.Requirements- IT infrastructure and process must be built, while developing a new culture, strategy and operations model for the business.

How to implementLarge or small companies will benefit, and according to Mr. Nichols involves 5 specific steps:Embrace analytics 2.0 as an organisation-wide effort that must be championed by a Top-level executive sponsor. Assign an analytics-minded director or manager to become the point person for the effort.3 Armed with a prioritised list of questions you seek to answer, conduct an inventory of data throughout the organisation.4. Start small with proofs of concept involving a particular line of business, geography or product group. Build limited-scope models that aim to achieve early wins.5. Test aggressively and feed the results back into the model.

Thank You

Refernce linksARTICLE -https://hbr.org/2013/03/advertising-analytics-20ANYLTICS 2.0- https://www.youtube.com/watch?v=jfyQR-B3pIgBIG DATA LINK- https://www.youtube.com/watch?v=LrNlZ7-SMPk