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TMK.EDUMEASUREMENT AND ANALYTICS
Presented by Ashley Sobel
9/25/13
Monday, November 11, 13
WHAT WE’LL COVER
Analytics:
Analyzing Campaign Performance
Measurement:
Developing a measurement Plan
Monday, November 11, 13
MEASUREMENT
Monday, November 11, 13
DEVELOPING A MEASUREMENT PLAN
Step 1: Identify Campaign Goals and Objectives
Monday, November 11, 13
DEVELOPING A MEASUREMENT PLAN
Step 2: Determine Key Performance Indicators (KPIs)
Site Landings
eCommerce
Brand Awareness
Generate Leads
Total Landings, Cost Per Landing (CPL), # of Landings per Touch Point
Volume of Sales, Cost per Acquisition (CPA), Additional Purchases, Increase Share of Spend
Interaction and Engagement Rates: Cost per Engagement (CPE), Video Views, Time Spent with
Messaging
Number of Leads, Cost per Lead (CPL), Number of Sign Ups or Opt-Ins
Monday, November 11, 13
DEVELOPING A MEASUREMENT PLAN
Step 3: Establish a Campaign Benchmark
Source: DoubleClick Display Benchmarks Tool
Monday, November 11, 13
DEVELOPING A MEASUREMENT PLAN
Step 4: Pull Campaign Performance
Monday, November 11, 13
DEVELOPING A MEASUREMENT PLAN
Step 5: Measure!
Monday, November 11, 13
ANALYTICS
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HOW TO ANALYZE PERFORMANCE
Last Click
Last Ad
Shared Attribution
Fractional Attribution
Monday, November 11, 13
HOW TO ANALYZE PERFORMANCE
Last Click
Last Ad
Shared Attribution
Fractional Attribution
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LAST AD
Michael Carter Williams gets credit for the basket...
...even though the pass was an assist from Brandon Triche
Monday, November 11, 13
FRACTIONAL ATTRIBUTION
They all have different stat lines, but they all get credit for the win
Monday, November 11, 13
LAST AD VS. FRACTIONAL ATTRIBUTION
Last ad credits only the final touchpoint in the user path
Fractional Attribution assigns credit to each touchpoint leading up to a conversion
Product Ad
100%
Brand Ad
Brand Ad
Product Ad
Brand Ad
Brand Ad
Brand Ad
15% 20% 15% 15% 20% 15% = 100% + + + + +
Monday, November 11, 13
HOW DO WE DETERMINE HOW MUCH CREDIT EACH TOUCHPOINT GETS?
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FRACTIONAL ATTRIBUTION EXAMPLE:PLACEBO TESTING
Monday, November 11, 13
FRACTIONAL ATTRIBUTION EXAMPLE:PLACEBO TESTING
Lift is determined by comparing the client creative messaging to placebo creative
0.00%$
0.05%$
0.10%$
0.15%$
0.20%$
0.25%$
Landing Rate
Placebo Creative Advertiser Creative
213% Lift
Monday, November 11, 13
FRACTIONAL ATTRIBUTION EXAMPLE:TIME DECAY MODEL
-
50,000
100,000
150,000
200,000
250,000
300,000
1 7 13 19 25 31 37 43 49 55 61 67 73 79 85 91
Land
ings
Lookback Window - Days
Month One Month Two Month Three
In this example, 40% of all site landings occurred in the first 7 days from advertising
exposure
Monday, November 11, 13
FRACTIONAL ATTRIBUTION EXAMPLE:TIME DECAY MODEL
This Time Decay Model credits all touch points leading up to a conversion, but prioritizes recency of the touch point exposure
50%
25%
13% 6% 3% 2% 1%
0%
10%
20%
30%
40%
50%
60%
1 2 3 4 5 6 7 Days prior to landing
Attribution
Attribution
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WE’VE MEASURED AND ANALYZED CAMPAIGN PERFORMANCE... WHAT’S NEXT?
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OPTIMIZE!
Take the insights from your analysis, optimize the campaign and repeat (and repeat, and repeat...) to
continue improving performance
Monday, November 11, 13
IN SUMMARY
1. Clearly define campaign goals upfront - and develop a measurement plan to measure success
2. Look at performance, scrutinize the data and pull out some insights
3. Optimize, Optimize, Optimize
Monday, November 11, 13
THANK YOU!
Monday, November 11, 13