demystify your data: digital measurement & analytics

Demystify Your Data

KeyMedia Solutions February 2017

Agenda

Welcome & Introductions Google Video Stream Introduction to the NumbersFacebook & Twitter AnalyticsGoogle AnalyticsDetermining Digital Media ROIQuestion & Answer Session

From Google...

https://www.youtube.com/watch?v=0VmZ45WEXVs&feature=youtu.be

Intro to Benchmarks & Terminology

Brandon Tilus

I think we're all set here.

Click Through Rate

CTR

The ratio of clicks to an external URL to the number of impressions of the Ad.

CTR = Clicks/Impressions

1 Google Rich Media Gallery Benchmarks (11/2016) - http://www.richmediagallery.com/tools/benchmarks2 Innovid 2016 Global Video Benchmarks Report - http://bit.ly/1KqCUNB3 2016 Digital Advertising Benchmarks Aggregated Report from CJ Media - http://bit.ly/2lipAzf

Industry AveragesDisplay: 0.07%1

Video: 0.5%2

Facebook Image: 0.72%3

Facebook Video: 2.21%3

Search: 1.73%3

KeyMedia Solutions AveragesDisplay: 0.29%Video: 0.3%Facebook Image: 1%Facebook Video: 1.26%Search: 2.77%

Video Completion Rate

VCR

The number of times a video played to its completion. For example, a 30-second video that plays for its full 30 seconds.

Video Completions / Video Plays

Industry Average

65.77%1

KeyMedia Solutions Average

46.70%1 Google Rich Media Gallery Benchmarks (11/2016) - http://www.richmediagallery.com/tools/benchmarks

View Through Rate

VTR

Percentage of skippable ads that had engaged views. (This metric is calculated by dividing engaged views by skips shown.)

VTR = Engaged Views / Impressions (including skips)

KeyMedia Solutions Average

6.1%

Percent Ad Viewed

PAV

Percentage of the video watched by users. For example, if users watch an average of 20 seconds of 30-second ad, then the average view rate is reported as 66.66 percent.

Average Seconds View / Total Ad Seconds

Industry Average

83.3%1

1 Innovid 2016 Global Video Benchmarks Report - http://bit.ly/1KqCUNB

Bounce Rate

Bounce Rate is the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page).

Industry AveragesRetail: 34%1

Multichannel: 32%1

Online Only: 40%1

Travel: 44%1

Overall: 36%1

1 Source: Wolfgang Ditital E-commerce KPI Benchmarks Study (2016) - www.wolfgangdigital.com/blog/ecommerce-kpi-benchmarks-2016/

Average Session Duration

The total duration of all sessions (in seconds) / number of sessions.

Commonly Referred to as: Time on Site Average Visit

Length

Industry AveragesRetail: 00.03.491

Multichannel: 00.03.441

Online Only: 00.04.021

Travel: 00.02.361

Overall: 00.03.371


Pages per Session

The average number of pages viewed per session.

Commonly Referred to as: Pages per Visit

Industry AveragesRetail: 61

Multichannel: 61

Online Only: 61

Travel: 31

Overall: 61


Conversion Rate

CVR

Conversion rate is calculated by simply taking the number of conversions and dividing that by the number of total ad clicks that can be tracked to a conversion during the same time period. For example, if you had 50 conversions from 1,000 clicks, your conversion rate would be 5%, since 50 ÷ 1,000 = 5%.

Conversions / Number of Ad Clicks

Industry Average

1.4%1

Social Media Analytics

Social Media Analytics

Importance and Benefit Insights

Audience Content Competitive Benchmarking

Measurement Community Responsiveness Reach & Engagement Traffic

Facebook

Facebook Insights

Page Insights Overview Likes Reach Page Views Action on Page Posts People

Facebook Insights

Publishing Tools

Facebook Insights

Competitor Insights

Facebook Insights

Audience Insights

Facebook Measurement

Ads Manager/Power Editor

Twitter

Twitter Insights

Twitter Page Analytics

Twitter Measurement

Ads Analytics

Monitor Feedback

ReviewsMentionsReplies & Comments

Website Analytics

Website Analytics

Use some type of system that easily monitors and reports on your website

Google Analytics GoingUp StatCounter Piwik Jetpack for Wordpress Visual Visitor Uptrends

Google Analytics

Page Insights Visitors, time on site, bounce rate, pages per visit,

new visits, geography Site mapping (user flow, heat maps) SEO/Webmaster

GRINGOTTS Wizzarding Bank

Gringotts Wizarding Bank

Audience Insights

Google Analytics

Acquisition Insights Paid vs organic Referrals Social media


Quidditch Cup Promo

Valentine's Vault Offer

Junior Accounts

1st Month Free

August Interest Rate Special

Holiday Loans

May Email Special

Free Gift w/ New Account

March Madness

CD Rate Offer

Google Analytics

AdWords Account Linking accounts KPI’s:

Sessions by keyword Bounce Rates Time on Site Conversions


gringotts bank

gringotts vault

bank vault

bank in london

goblin vault diagon alley

secure vault

protect my treasure

london vault for rent

no fee bank diagon alley

Goal & Event Tracking

Micro Time on Site or Pages Per Visit Scroll percentage

Macro Form Completion (Secure a Vault) Checkout (Online Deposit) Leads (Open an Account, Consult a Goblin)


Consult/Goblin

Online Deposit

Secure a Vault

Open

Benchmarking (Audience)

Google Analytics Benchmarking Report Benchmarking allows you to compare your data

with aggregated industry data from other companies who share their data.

More than 1600 industry categories Geographic location Seven traffic size classifications

Benchmarking

Reporting ROI

Goal: Awareness

Considerations Impressions are prioritized over clicks Tactics are selected based on reach Minimal call to action in creative will result

in a lower CTRHow to use benchmarks CTR results are typically at or slightly

below benchmarks Monitor engagement metrics such as Video

Completion Rate Calculate estimated website traffic from

campaign using CTR benchmarks

Goal: Action

Considerations The lower the funnel stage, the higher the

expected CTR Tactics are selected based on their ability

to convert Creative should have a strong Call to

ActionHow to use benchmarks Campaigns should perform at or above

benchmarks Underperformance may be a sign of an

issue with the Targeting, Creative, or Strategy

Calculate estimated conversions using CTR benchmarks and known or assumed conversion rates

Predicting Results

Estimated Website VisitsImpressions x CTR Benchmark = Visits

Estimated ConversionsVisits x Goal Conversion Rate = Conversions

Estimated Cost Per AcquisitionInvestment / Conversions = Cost Per Acquisition

Sample Website Visits1,000,000 Impressions x 1% CTR =

10,ooo Visits

Sample Conversions10,000 Visits x 1% GCR = 100

Conversions

Sample Cost Per Acquisition$10,000 Investment / 100 Conversions

= $100 Cost Per Acquisition

Calculating ROI

Return FormulaConversions x Goal Value = Return

Basic ROI FormulaROI = (Return - Investment) / Investment

Sample Return100 Conversions x $500 value =

$50,000

Sample ROI($50,000 - $10,000) / $10,000 = 400%

ROI

Recap

1.Google talked about how multi-device measurement works;

2.Introduction to terms, definitions and benchmarks;3.Overview of Facebook and Twitter organic and paid

insights;4.Breakdown of key metrics within Google Analytics;5.How to use the benchmarks in your planning and

estimations.

QUESTIONS?KeyMedia Solutions

(605) 215-5106keymediasolutions.com

@KeyMediaCEO

demystify your data: digital measurement & analytics

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