three gaps in your ad data: you don't know what you don't know
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Three Gaps In Your Ad Data: You Don’t Know What You Don’t KnowA look at how panel-based measurement can complete your advertising analysis
March 2011
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Today’s presenters
• Damian Roskill, Managing Director, Marketing at Compete
• Kyle Johnson, Director, Media Products at Compete
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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
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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
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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)
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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)
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I was so wasted, I don’t know where I placed half my advertising last night.
Media buying intern, lower Manhattan (1989- )
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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?
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Cookies Do Crumble
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What tool do you trust to measure your campaigns’ reach?
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tag
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tag
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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.
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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.
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?
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tag panel
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panel
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panel
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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
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Tunnel vision
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Do you measure your campaigns’ impact on market share?
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Artist: Peikwen Cheng
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Advertiser’s Share of Visitors(Advertisers’ share of competitor-set (“in-market”) site visitors exposed vs. control, campaign + 4 weeks)
16%
27%
Campaign + 4 weeks
Control Exposed
+11%pt**
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0.1%0.1%
0.2%0.2%
0.2%
0.3%
0.4%
0.5%
1 week 2 weeks 3 weeks 4 weeks
Control Exposed
+.1%pt** +.2%pt** +.2%pt** +.3%pt**
3rd Party Research Activity(Rate of visits to product-related research content versus control, weeks since first exposure to ad
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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
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Lurking leanings
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What’s the one metric that best measures an campaign’s effectiveness?
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Overall Performance – Weekly Report
Week 3 Week 4 Week 5 Week 6
Total Media Cost $42,579 $61,798 $89,827 $81,737
Impressions 30,491,521 23,627,962 25,850,038 28,834,834
Clicks 7,505 6,889 11,995 14,129
Clickthrough Rate (CTR) 0.02% 0.03% 0.05% 0.05%
Cost Per Click (CPC) $5.67 $8.97 $7.49 $5.79
Cost per 1K Impressions (CPM) $1.40 $2.62 $3.47 $2.83
Clickthrough conversions 47 73 91 118
Viewthrough conversions 7,547 10,694 10,807 11,496
Conversion Rate 0.63% 1.06% 0.76% 0.84%
Total Accepted Conversions 3,880 5,763 5,611 5,320
Total Accepted Revenue ### ### ### ###
Cost per Acquisition (CPA) $10.97 $10.72 $16.01 $15.36
Average Conversion Value ### ### ### ###
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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?”
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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?”
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Conversion Rate by weeks following exposureRate of conversion and lift versus control, weeks since first exposure to ad
+0.24%pt** +0.32%pt** +0.34%pt** +0.35%pt**
0.04% 0.08%0.11% 0.11%
0.28%
0.40%0.45% 0.46%
1 week 2 weeks 3 weeks 4 weeks
Control Exposed
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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
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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
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Thank you…
Damian RoskillManaging Director, Marketing617-933-5670
Kyle JohnsonDirector , Media Products617-933-5670
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Questions?