digital media: measurement & attribution

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


MEASUREMENT


DEVELOPING A MEASUREMENT PLAN

Step 1: Identify Campaign Goals and Objectives



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



Step 3: Establish a Campaign Benchmark

Source: DoubleClick Display Benchmarks Tool



Step 4: Pull Campaign Performance



Step 5: Measure!


ANALYTICS


HOW TO ANALYZE PERFORMANCE

Last Click

Last Ad

Shared Attribution

Fractional Attribution


LAST AD

Michael Carter Williams gets credit for the basket...

...even though the pass was an assist from Brandon Triche


FRACTIONAL ATTRIBUTION

They all have different stat lines, but they all get credit for the win


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% + + + + +


HOW DO WE DETERMINE HOW MUCH CREDIT EACH TOUCHPOINT GETS?


FRACTIONAL ATTRIBUTION EXAMPLE:PLACEBO TESTING


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


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


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


WE’VE MEASURED AND ANALYZED CAMPAIGN PERFORMANCE... WHAT’S NEXT?


OPTIMIZE!

Take the insights from your analysis, optimize the campaign and repeat (and repeat, and repeat...) to

continue improving performance


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


THANK YOU!


digital media: measurement & attribution

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