taming the marketing data beast | origami logic marketing graph webinar
TRANSCRIPT
Taming the Marketing Data Beast
Heard at ANA Masters of
Marketing 2016
J&J – “Creative use of data has helped us shatter our benchmarks.”
Hallmark Cards – “We need our hands on our data at all times so we can see what's working and what's not and be able to make the right decisions at the right time.”
PepsiCo – “Measuring success every step of the way.”“
The Challenge of Marketing Data
Complex & Dynamic
Proprietary and Confidential – Not for Redistribution
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Marketing data is diverse and complex
CreativesImages
Copy TextVideosApps
StructuresAccountsPropertiesCampaignsAd Groups
PerformanceMetrics
Date / TimeDimensions
Filters
MetadataLocationsSegments
TagsTargets
• Ad Status• Approval Status• Ad Type• Channel Type• Ad Group ID• Ad Group Name• Ad Group Tags• Campaign ID• Campaign Name• Campaign Tags• …
• Impressions• Clicks• Cost• Conversions• Avg CPC• Avg CPM• CTR• Conversion Rate• Avg Position• Quality Score• Bounce Rate• Avg Visit Duration• Pages / Visit• …
• Ad Network• Search Partners• Click Type• Device• Keyword• Top vs. Other• …
Metrics Dimensions Metadata
AdWords Ad
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Simple questions require extensive harmonization to answer
Q: How many impressions did my campaign receive in the US this month?
Display
Social
Website
Impressions Campaign USA MTD
Impressions
Imps / Est. Imps
Opens
Page Views
Campaign / AdG
Message Tags
Metadata
Specific Pages
AdG / Targeting
Page / Profile
Mailing List
Attribute / Dim
Sum Daily
Dimension
Sum Daily
Sum Daily
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Signals often need to be fused across data sources
Organic Platforms• Engagement• Imps / Reach• Consumptions• Clicks
Paid Platforms• Spend• Targeting• Flighting
Social Listening• Earned Engagement• Earned Imps (Est)• Earned Reach (Est)• Sentiment
Execution Tools• Brands• Products• Campaigns• Topics
Dark Post Discovery
Dark Post Discovery
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Marketing data is always changing
Isn’t BI the answer?#alreadysolved?
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BI and visualization tools only solve a small part of the problem
Data Warehouse / Lake
Data Reservoir / Mart
Cleaning, Harmonization, Enrichment, Fusing
Data Collection
Aggregation, Filtering, Segmentation, etc.
Dashboards / Reports / Alerts
Visualization & Export
Ad
Sample Build
Data Collection
ETL
BI Tools
Visualization Tools
Analytics Engine
Need to build yourself
Need to build yourself
Need to heavily customize (add’l
development required)
Need to manage integration between different components
What’s a marketing analyst to do?
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Marketing Graph™
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Marketing Graph™
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AdWords Ad
AdWords Keyword
AdWords Account
AdWords Campaign
AdWords Ad Group
Landing Page
Keyword
Marketing Graph™ Adobe Analytics
Google Analytics View
Bing Ads Keyword
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AdWords Ad
ImpressionsClicksCostConversionsAvg CPCAvg CPMCTRConversion RateAvg PositionQuality ScoreBounce RateAvg Visit DurationPages/Visit******
Ad NetworkSearch PartnersClick TypeDeviceKeywordTop vs. Other******
Ad StatusApproval StatusAd TypeChannel TypeAd Group IDAd Group NameAd Group TagsCampaign IDCampaign NameCampaign Tags******
Metrics Dimensions Metadata
Marketing Graph™
AdWords Ad
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Marketing Graph™
Conversions
Metrics
AdWords Ad
AdWords Ad
ImpressionsClicksCostConversionsAvg CPCAvg CPMCTRConversion RateAvg PositionQuality ScoreBounce RateAvg Visit DurationPages/Visit******
Ad NetworkSearch PartnersClick TypeDeviceKeywordTop vs. Other******
Ad StatusApproval StatusAd TypeChannel TypeAd Group IDAd Group NameAd Group TagsCampaign IDCampaign NameCampaign Tags******
Dimensions Metadata
allowed dimensions:“adContent”,“adFormat”,“adGroup”,***
Auto Created: FalseBackfetchable: TrueDisplay Name: Ad ConversionsGranularity: dayGranularity Display: dailyIs Additive: TrueService: google_adwords***
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Marketing Graph™
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Marketing Graph™ enables data visibility
Explore
Drill Path
Filters
Search
?Drill Down
Options
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The heart of a powerful solution
Full Data Search
Cross-Channel KPIs
Intuitive Dashboards
Rapid Data Ingest
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Definitions vary by vendors
Standard Industry Definition(IAB) YouTube Facebook Twitter
IMPRESSIONS"Measurement of responses from a Web server to a page request from the user browser, which is filtered from robotic activity and error codes, and is recorded at a point as close as possible to opportunity to see the page by the user. "
Views: The number of times people watched or engaged with your video ad.
Note: TrueView video ads views will count toward a public YouTube view count only if the video is longer than 11 sec.
Impression: Each time an ad can be viewed when it enters a person’s screen on the Facebook Audience Network
video_total_views = views which are at least 50% in-view for 2 seconds, per the MRC standard. This MRC view is used for the default VIEW bid_unit for Video View campaigns.
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Example: Video KPIs
Brand Goal Standard Digital Video Metrics Building Custom KPIs
Awareness • Reach• Impressions• View Time, Video Completion Rate (VCR)• Brand Awareness/Lift/Recall
Engagement • View Time• Video Completion Rate (VCR)• User interactions• Click-through rate (CTR)• Brand Awareness/Lift/Recall
Conversions • Cost per Completed View (CPCV)• Cost per Click (CPC)• Cost per conversion (custom)
Learn how the Marketing Graph™ can help you
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About Origami Logic
Purpose: Helping Global Brands Master Their Marketing Performance
Simplify campaign measurement across marketing channelsIncreased transparency into all your dataAgile collaboration - agencies and internal partnersAccelerate time to insight
InsightStudio
Open Platform
Marketing Graph™
Our Platform
Self-Service & Rapid Deployment
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A free marketing performance health check
Contact us: [email protected]
Increased Productivity
Cost Savings
Agile Transformation
Increased Revenue
Thank You & Questionswww.origamilogic.com | [email protected]