Three Gaps In Your Ad Data: You Don't Know What You Don't Know
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This document discusses the limitations of using only internal analytics tools to measure advertising campaigns. It argues that these tools provide an incomplete picture and do not account for factors outside of a company's direct reach. A consumer panel is able to provide a more holistic view of campaign metrics like reach, frequency, and incremental gains in areas like market share and conversions. It can measure outcomes across multiple sites and audiences that may have been exposed but not directly reached, in order to optimize spending and understand true returns on advertising investments.
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Three Gaps In Your Ad Data: You Don't Know What You Don't Know
- 1. Three Gaps In Your Ad Data: You Don’t Know What You Don’t Know A look at how panel-based measurement can complete your advertising analysis March 2011
- 2. Today’s presenters Damian Roskill, Managing Director, Marketing at Compete Kyle Johnson, Director, Media Products at Compete
- 3. Webinar logistics Today’s webinar will be recorded. You will be emailed a link. Please enter your questions in the Questions box. We will answer as many as possible at the end. If you have technical difficulties, try loggingback in or use a different browser The Twitter hashtag for today’s webinar is #CompeteMP
- 4. Introduction to Compete Founded in 2000, joined WPP/Kantar in 2008 Passionate about understanding consumers to inspire great marketing Fastest-growing operating company within Kantar in terms of revenue and new customer growth World-class advertiser, agency and media clients Strategic partnerships to enable marketing optimization and provide holistic view of consumers Leading the creation of a global, multi-screen, single-source consumer-panel with Lightspeed Research for WPP
- 5. Agenda Webinar (20-25 min) How to get a more accurate picture of basic media measures like reach How to get a true advertising ROI by measuring across multiple sites. How to track outside your reached audience to decrease wasted advertising spend Q&A (10-15 min)
- 6. Half the money I spend on advertising is wasted; the trouble is I don't know which half. John Wanamaker, US department store merchant (1838 - 1922)
- 7. I was so wasted, I don’t know where I placed half my advertising last night. Media buying intern, lower Manhattan (1989- )
- 8. The media optimization challenge: Your systems give you a continuous view of your ads and advertising outcomes. But can you see everything that you need to see?
- 10. What tool do you trust to measure your campaigns’ reach?
- 11. tag
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- 13. SALT LAKE CITY, Adobe Omniture Summit 2011 — March 9, 2011—Adobe Systems Incorporated (Nasdaq:ADBE) today announced that it has received Media Rating Council (MRC) accreditation for a new report within Adobe® SiteCatalyst®, powered by Omniture®. The following Adobe SiteCatalyst metrics are now accredited: Page Views, Visits, Daily Unique Cookies and Time Spent on Site. These metrics measure digital audience size and engagement.
- 14. SALT LAKE CITY, Adobe Omniture Summit 2011 — March 9, 2011—Adobe Systems Incorporated (Nasdaq:ADBE) today announced that it has received Media Rating Council (MRC) accreditation for a new report within Adobe® SiteCatalyst®, powered by Omniture®. The following Adobe SiteCatalyst metrics are now accredited: Page Views, Visits, Daily Unique Cookies and Time Spent on Site. These metrics measure digital audience size and engagement.
- 16. ?
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- 21. tag panel
- 22. panel
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- 25. Let’s recap what we learned Your site and campaign analytics systems are great Cookies aren’t people, and cookies break The unbroken view provided by a panel gives a better read on metrics that measure people – like reach and frequency
- 26. Tunnel vision
- 27. Do you measure your campaigns’ impact on market share?
- 33. Advertiser’s Share of Visitors (Advertisers’ share of competitor-set (“in-market”) site visitors exposed vs. control, campaign + 4 weeks) +11%pt**
- 34. 3rd Party Research Activity (Rate of visits to product-related research content versus control, weeks since first exposure to ad +.1%pt** +.2%pt** +.2%pt** +.3%pt**
- 35. Let’s recap what we learned You still love your campaign analytics system You will not see the macro view in your tunnel A panel-based view provides vital awareness of out-of-funnel outcomes and market context
- 36. Lurking leanings
- 37. What’s the one metric that best measures an campaign’s effectiveness?
- 39. From a recent RFP: “For the past several years, <our client> has been challenged by how to measure the sales impact of their online media campaigns. Through the use of <internal systems>, we're able to measure the e-commerce sales associated with banners--both the sales that resulted from a click (click-through) and the sales that resulted from people who merely viewed our banners (view-through). The view-through sales far exceed the click-through sales, which is not surprising when one considers the volume of impressions we deliver, and the low click-trough rates associated with display campaigns. However, this also leads to a fair degree of skepticism…. How many of those purchasers who merely viewed a banner made that purchase because they saw that banner?”
- 40. From a recent RFP: “For the past several years, <our client> has been challenged by how to measure the sales impact of their online media campaigns. Through the use of <internal systems>, we're able to measure the e-commerce sales associated with banners--both the sales that resulted from a click (click-through) and the sales that resulted from people who merely viewed our banners (view-through). The view-through sales far exceed the click-through sales, which is not surprising when one considers the volume of impressions we deliver, and the low click-trough rates associated with display campaigns. However, this also leads to a fair degree of skepticism…. How many of those purchasers who merely viewed a banner made that purchase because they saw that banner?”
- 42. Conversion Rate by weeks following exposure Rate of conversion and lift versus control, weeks since first exposure to ad +0.24%pt** +0.32%pt** +0.34%pt** +0.35%pt**
- 43. Let’s recap what we learned Local campaign and conversion analytics: Your local analytics won’t tell you what certain consumers would have done without your prompting A panel-based view lets you see how much of your campaign yield was truly incremental gain
- 44. We learned how panel-based analytics Give a more accurate picture of basic media measures like reach Give a more complete account of advertising outcomes Enables you to see which ad dollars you didn’t really have to spend
- 45. Thank you… Damian Roskill Managing Director, Marketing 617-933-5670 droskill@compete.com www.compete.com Kyle Johnson Director , Media Products 617-933-5670 kjohnson@compete.com www.compete.com
- 46. Questions?
Editor's Notes
- Today, we’ll have two presenters. My name is Damian Roskill and I am the Managing Director of Marketing here at Compete. I’ll be leading the webinar.Our supporting presenter today is Kyle Johnson. Kyle is Director of Media Products here at Compete
- But before we begin, some webinar logistics.Today’s webinar will be recorded – we’ll email a link to the recording after the webinar.If you have any questions during the webinar, please enter them into the questions box on the right. We’ll work through all the questions at the end of the webinar and try and answer as many as we can.If you’re having technical difficulties viewing the webinar, try using a different browser such as Firefox.Finally, we’ll be tweeting during the presentation, so, as a reminder, the Twitter hashtag for today’s webinar is #oce.
- O: So, let’s get to today’s topic. P: Each of you has your own reasons for joining today, and we welcome all of you. On our side, we had two reasons in mind when…This webinar is for you if:-you’re curious to learn how your panel-based measurement can make online media efforts much more successful-you know how panel-based analysis can help but you’ve never thought that Compete did anything with online media and advertisingSo we’ve oriented this to be most relevant for advertisers and agencies, but if there’s folks from the publisher or ad-sales side, that’s cool too.You will learn:By using a panel-based analysis of advertising, how you canGet a more accurate picture of basic media measures like reachGet a true measure of advertising ROIRecover wasted advertising dollarsT: A propos of wasted advertising dollars, we couldn’t resist bringing back everyone’s favorite quote about advertising…
- P: <text>T: Maybe this quote is new for some of you, but we know that many people are probably getting tired of it, so we went looking for a suitable replacement quote. ‘Cause you’ve got to have a quote, right?
- O: I’ll let you read it.P: Of course, this is a joke. The conference line is muted but we’ll hope you’re laughing with us. T: But this quote, like the classic Wanamaker quote, has an element of truth to it that is kind of scary --
- O: that even though folks in the industry have more data and more tools that ever before, you still often the feeling that you’re groping around in the dark.P: As a media professional, can you see everything you need to see? T: We’re going to cover our three causes of limited visibility, and provide three solutions.
- Your local campaign analytics depends on cookies. You may know exactly what this means, and if you don’t we’ll cover it in a second. But first, Damian’s going to ask our first of three poll questions.
- Here’s our first poll question– What tool do you trust to measure your campaigns’ reach?Please use the voting section on the right side of the screen to register your vote and you’ll instantly see the results from you and other participants in the webinar.
- Let’s look at this illustration of your campaign analytics system. When your ad loads on a page, the consumer’s Web browser also calls for a tag that’s managed by your analytics system. Your system counts each time that someone’s browser requests the tag. If you click on the ad, that gets counted, too.That’s how you get great charts in systems like Doubleclick, Atlas, and Omniture – in the center here is a daily tracking of impressions and clicks from OmnitureSiteCatalyst.What’s wrong with this chart? Nothings wrong, but something’s missing…
- Something’s missing because the system has to use a cookie as a proxy for a person.A cookie is a little file that the ad server places on the consumer’s computer as a way to recognize that consumer later on – for example, if the consumer clicks through and ends up buying something, a cookie is used to identify that the person who bought is the same person who clicked on the ad.Cookies sometimes get maligned in the press, but they provide much more much benefit to consumers than you might expect from something named after a baked good.
- And in the realm of campaign analytics, they provide so much value that Omniture recently completed a long process to get official accreditation for its method of cookie counting.
- Cookies are great. But they have shortcomings.
- To begin with, a cookie isn’t a person, which means….
- That’s why campaign analytics systems focus on impressions and clicks. Because of these limitations, a panel-based view can be really useful.
- With a panel-based approach, a person is a person. We’re in a steady relationship with each of these people
- Now we’ll cover the second causeof limited visibility. We’ll kick off again with a poll question.
- But let me throw out another question to the webinar participants – what tool do you use to measure the impact on shareOnce again, use the voting section on the right side of the screen to register your vote and you’ll instantly see the results from you and other participants in the webinar.
- Your campaign/site analytic system . <walk through sitecatalyst dashboard>If it doesn’t then you really should look into it. We use sitecatalyst for our own site.
- Your campaign/site analytic system . <walk through sitecatalyst dashboard>If it doesn’t then you really should look into it. We use sitecatalyst for our own site.
- Your funnel is also a tunnel. A lot of the most important stuff goes on inside this tunnel. But when you see something happen or change inside this tunnel you don’t have any way to know what factors outside the tunnel might have contributed to what you’re seeing in the tunnel. And you can’t see outcomes that happen outside this tunnelT: A panel-based view is a vital resource if you want to see outside this tunnel. Let’s say you see an increase in conversions during a campaign. Seems great. But what if your competitors are seeing a bigger increase?
- P:Panel allows us to understand performance in the broader market contextThis is what we’re known for….
- P: this tracks visits to the websites of some leading pizza restaurants. This is how domino’s knows whether a good month was specific to them, or a trend in the overall market.T: We can take the same kind of approach to campaign analysis…
- P: now we know that the campaign not only yielded additional visitors….it even caused a shift in share.Places success in the frame of an overall market context.The campaign did heat things up – it wasn’t just the weather.
- A panel-based view also enables us to analyze outcomes that happen outside of the funnel.
- But let me throw out another question to the webinar participants – what do you think are the most important metrics for measuring campaign effectiveness?Once again, use the voting section on the right side of the screen to register your vote and you’ll instantly see the results from you and other participants in the webinar.
- This is a different kind of report, that combines data from local campaign and site analytics with spend and sales data.It’s great. If you don’t have this level of visibility then get to it.But for all the questions that this data answers, it also raises some questions that it can’t answer.
- “we’ve got all this great data….but we have some feelings of skepticism.
- With a panel, we’re able to see what people would have done in the absence of your campaign.You got your yield, but just like some of these trees would have fallen down on their own, some of the people whom you reached would have come to you anyway.
- -Shows what people would have done if not exposed to your campaign. And that tells you how much credit to giveyour ads – even a clickthrough might not deserve the credit it gets.This gets at what media pros call attribution.-Shows how people would have converted over time even if not exposed. Ad that tell you how to treat lagged viewthrough.
- Thank you – here’s our contact information – feel free to reach out to either Jason or myself with any questions or comments.