integrated campaign performance: multi touch attribution
DESCRIPTION
Excellent webinar by my colleague Brandon Ralls that is full of great ideas on how to better measure and optimize your campaigns and drive higher ROITRANSCRIPT
© 2011 Webtrends, All Rights Reserved.
Integrated Campaign Reporting + Multi-Touch Attribution
Brandon RallsDirector, Digital Intelligence Lab
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |2
Introduction
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |3
Background
• Agency Perspective
• Analytics Consulting
• Digital Marketing
• Data Visualization
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |4
Topics for Discussion
1) Performance across digital channels
2) Multi-touch attribution (MTA)
3) Integrated reporting
4) Implementing campaign tracking
5) Client stories
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |5
Topic 1: Performance across digital channels
How do I begin to understand
campaign performance across
multiple digital channels?
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |6
Digital Landscape
Source: Forrester Research, Inc.
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |7
Ways to Engage
• Landing page
• Hero image
• Specific CTAs
• Videos
• Whitepapers
• Promotions
• Lead gen forms
• Downloads
• Special offers
• Printable coupons
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |8
Complex Agency Network
Media• Planning
• Buying
• Trafficking
Creative • Messaging
• Asset creation
Development• Site development
• Tagging & tracking
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |9
Complex Agency Network
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |10
Complex Agency Network
Challenges
• Silos of data
• Disjointed story
• Different cadences
• Different formats
• Difficult to rationalize
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |11
User Behavior
Our ObjectiveLink specific media placements to actions on our site and determine what attributes influence behavior
Search
Display
Social
Video
Form
Share
CTA
Purchase
Visitors Media Site Actions
• Impressions• Responses• Response %• $ per Response
• Platform• Channel• Publisher• Tactic• Placement• Creative
• Page Name• Visits• Bounce %• Engage %• $ per Engage
• Location• Category• Name• Type
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |12
Digital Ecosystem
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |13
Topic 2: Multi-Touch Attribution (MTA)
What is cross-channel, or
multi-touch attribution?
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |14
MTA Overview
First Click Last Click Equal Weighted
• Basic approach
• First interaction receives 100%
• Not accurate representation
100% 0% 0% 0% 0% 100% 33% 33% 33% 15% 35% 50%
Low Sophistication
• Most common approach
• Last interaction receives 100%
• Not accurate representation
• Moderate sophistication
• Each interaction receives equal
• Good directional perspective
• Most sophisticated
• Each interaction proportionately weighted
• Most accurate representation
HighSophistication
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |15
Example Scenario
Paid Search
Display Banner
Organic Search
1)
2)
3)
Browse
Research
Purchase
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |16
Example Scenario: First Click
Paid Search
Display Banner
Organic Search
1)
2)
3)
Browse
Research
Purchase
100%
0%
0%
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |17
Example Scenario: Last Click
Paid Search
Display Banner
Organic Search
1)
2)
3)
Browse
Research
Purchase
0%
0%
100%
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |18
Example Scenario: Equal Weight
Paid Search
Display Banner
Organic Search
1)
2)
3)
Browse
Research
Purchase
33%
33%
33%
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |19
Role of Channel
Engage ConvertIntroduce
Paid Search
Display
Video
Web TV
Social Media
25%
45%
10%
15%
5%
15%
10%
25%
5%
45%
45%
25%
5%
10%
15%
First Touch Last TouchSecondary Touches
Touch type helps us understand role each channel plays:
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |20
Topic 3: Integrated Reporting
How can integrated reporting
with MTA enhance my
understanding of my digital
marketing campaigns?
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |21
Decisions
Search
Display
Social
Video
Form
Share
CTA
Purchase
Visitors Media Site Actions
• Impressions• Responses• Response %• $ per Response
• Platform• Channel• Publisher• Tactic• Placement• Creative
• Page Name• Visits• Bounce %• Engage %• $ per Engage
• Location• Category• Name• Type
Media Spend
ROAS
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |22
Key Areas to Focus
AUDIENCE: Who you are sending?
CHANNELS: Where you are sending them from?
CREATIVE: What are they seeing that is driving their response?
CONTENT: What do they do when they land on your site?
ACTIONS: What content drives continued action?
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |23
Sample Integrated Report
• Channel performance
• Top first touch channels
• Top last touch channels
• Average touches
• Average latency
• Touch distribution
• Paths to convert
• Role of channels
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |24
Sample Questions
Platforms What platforms are users engaging with to be exposed to my media?
Should I invest more in emerging platforms like mobile?
Channels What is the role that each media channel plays?
Are users more likely to engage with certain media channels over others?
How do certain media channels drive continued action on the site?
Publishers Are there certain publishers that are driving more qualified traffic?
Tactics What specific media tactics are users responding to?
Is there something specific about those placements that encourage user response?
Creative What specific creative executions are users responding to?
Do certain creative types encourage higher response?
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |25
Topic 4: Implementing Campaign Tracking
How do I implement campaign
tracking to enable integrated
reporting and MTA?
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |26
The World as a Pivot Table
Site Name (Multiple Items)
Impressions Visits Page Views Engaged Visits Landing Engagement Rate Success Events Success Event Rate Atlas End Actions End Action Rate Avg Visit Page Views Avg Visit Duration (Mins) Off-Network Advertising 112,318,433 131,843 174,963 34,854 26.4% 10,106 7.7% 6,946 5.3% 1.40 0.68In-Stream Video 14,865,940 82,364 110,436 23,715 28.8% 7,168 8.7% 5,227 6.3% 1.51 0.67Over the Page Unit 6,080,546 22,417 29,856 3,686 16.4% 460 2.1% 219 1.0% 1.15 0.32Display - Rich 52,937,361 10,659 13,241 3,190 29.9% 946 8.9% 634 5.9% 1.28 0.44Display - Animated 21,318,145 7,316 9,339 2,227 30.4% 828 11.3% 595 8.1% 1.31 0.73Roadblock 8,536,768 4,388 5,958 1,074 24.5% 226 5.2% 106 2.4% 1.61 0.90Custom Unit 6,620,854 3,907 5,150 725 18.6% 410 10.5% 99 2.5% 1.40 1.24Sponsorship 1,958,818 749 928 224 29.9% 65 8.7% 65 8.7% 1.26 0.46Newsletter 1 43 55 13 30.2% 3 7.0% 1 2.3% 1.33 0.63
Off-Network Paid Search 0 88,646 161,151 38,664 43.6% 26,055 29.4% 3,526 4.0% 1.73 1.09Paid Search 0 88,646 161,151 38,664 43.6% 26,055 29.4% 3,526 4.0% 1.73 1.09
Grand Total 112,318,433 220,489 336,114 73,518 33.3% 36,161 16.4% 10,472 4.7% 1.63 0.97
Filters
Measures
Dimensions
Data
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |27
How Do We Do This?
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |28
Establish a Process
If you aren’t proactively capturing data, it won’t magically become available once your campaign goes live.
black hole
10110011101001010101…
your data
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |29
Establish a Process
DashboardDevelopment
Data Architecture Development
Campaign Measurement Strategy
Initial Discovery
Measurement & Learning Plan
Media Tagging Guide
Content Tagging Guide
MeasurementRequirements
Campaign Database
Web Dashboard
Translation File
WT Analytics
Data Processing Engine
Digital Media
Campaign Site
Week1 to 2
Week2 to 8
Week2 to 15
Week8 to 15
Work with agency partners to outline current campaign strategy and timelines.
Work with agency partners to establish a PPT template for capturing measurement and reporting requirements for each campaign
Identify media channels and placement types that are used during campaigns to define a standard set of campaign attributes to be passed to Webtrends
Identify content and action types that are used during campaigns to define a set of tags that will be used to capture success events and engagement attributes.
Define a process for deploying tags to effectively integrate media + web data – this includes a process for generating data outputs that will be used to drive integrated reporting
Design reporting approach that will meet reporting requirements – templatize approach for easy deployment of future campaigns
Determine backend data architecture and analysis process to drive required data visualizations
Develop a data visualization tool that captures integrated data and cross-channel performance
PHASE DESCRIPTION OUTPUT TIMELINE
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |30
Campaign Attributes
Campaign Type: Seasonal Promotion
Campaign Name: Back to School 2012
Campaign Goal: Target college students
Launch: July 2012
End: September 2012
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |31
Audience Attributes
Gender: Male
Age: 18-24 years old
Geo: In the United States
Situation: Going off to college
Objective: Looking for a new laptop
Focus: Focused on portability vs. processing power
Desire: Want something cool and cutting edge
Digital Space: Highly engaged in social media
Platform: Highly engaged on mobile
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |32
Media Attributes
Platform: device where user is exposed to media
Channel: types of media you buy
Publisher: sites where users are exposed to media
Tactic: method for delivering media
Placement: name of the ad that is displayed
Creative type: method for delivering message
Creative size: size of the actual placement displayed
Creative name: version of the ad displayed
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |33
Site & Content Attributes
Location: where on the site the action takes place
Category: the general category of the action
Name: the actual name of the action
Type: the type of action performed
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |34
Webtrends Tags
• Base JS tag: standard tag for Webtrends Analytics that generates a log entry
• WT.mc_id: Webtrends campaign ID (used to capture media placement IDs)
• WT.tsrc: Webtrends traffic source parameter (used to capture organic sources)
• WT.z_loc: Custom tag (used to track where on the site an action occurs)
• WT.z_cat: Custom tag (used to specify the category of actions)
• WT.z_name: Custom tag (used to specify the name of an action)
• WT.z_type: Custom tag (used to specify the type of action)
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |35
Media Metrics
Spend: how much am I paying to get my message out there?
Impressions: how many eyeballs are exposed to my message?
Responses: how many people are compelled by my message?
Response Rate: how efficient is my media at getting people to respond?
Cost per Response: how much does it cost me to get a visit to my site?
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |36
Web Metrics
Visitors: unique number of people who came to your site
Visits: number of sessions on your site
Bounce Rate: % of people who landed on your site but did not engage further
Visits per Visitor: number of times people return to your site
Return Visit Rate: % of total traffic who come back to your site
Visit Duration: length of an average session on your site
Views: number of pages rendered on your site
Views per Visit: average number of pages rendered in a session
Conversion Actions: number of engagement actions performed
Conversion Rate: rate at which engagement actions are performed
Cost per Conversion: cost of driving a user to engage
AOV (if ecommerce): average size of an order placed on your site
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |37
Linking Systems Together
Media ID
Campaign Name
Campaign Type
Platform Channel Tactic Site Creative Spend Impressions Responses
001 BTS Consumption Desktop Display Roadblock MSNRed
760x124$2250 1,375,432 16,441
002 BTS Consumption Mobile Display Takeover YahooBlue
1024x768$5000 4,217,319 127,392
003 Soundstage Flanker Mobile Display Banner PandoraRock
365x75$1750 865,712 12,401
004 Soundstage Flanker Tablet Display Point Roll SpotifyMetal
365x75$1975 773,408 10,966
Campaign Attributes Media Attributes Media Metrics
• Aligning media IDs to WT.mc_id enables integration
• Several dependencies to ensure process works as expectedo Ability for agency to pass media ID value used by ad trafficking tool as value in
Webtrends parameter
o Standardization of naming conventions in the lookup
o The ability for agency to provide campaign lookup file
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |38
WT DI LabDatabase
1-to-1 Relationship
Attributes Campaign Attributes
Ad Serving Tool
WebtrendsAnalytics
• Spend• Impressions• Response• Response %• Cost/Response
• Campaign ID• Campaign Type• Campaign Name• Launch• End• Platform• Channel• Site• Tactic• Placement• Creative Type• Creative Name• Creative Size
Metrics Attributes
• Visitors• Visits• Bounce %• Visits per Visitor• Return Visit %• Visit Duration• Views• Views per Visit• Conversions• Conversion %• Cost/Conversion• AOV
• Location• Category• Name• Type
Metrics
Placement ID WT.mc_id
Attract Respond Browse Engage ConvertSpend Impress
MEDIA WEB
Data Visualization
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |39
Topic 5: Client Stories
How has Webtrends helped
others solve these problems?
© 2011 Webtrends, All Rights Reserved.
Red Bull Case Study
© 2011 Webtrends, All Rights Reserved. |41
Business Challenge40+ campaignsper year
$2M digital spendper campaign
5 agency partnerscreative, dev, display, search, and social
6 weeksaverage campaign duration
• High volume campaign activity
• Complex digital ecosystem
• Limited understanding of
performance
• Desire to integrate media + web
data through Multi-Touch
Attribution
© 2011 Webtrends, All Rights Reserved. |42
Solution Overview
Created a replicable process for measuring campaigns at Red Bull, and developed an
interactive web-based dashboard that provided insight into digital media and content
effectiveness
This included the creation of:
• Measurement & learning plan
• Tagging strategy
• Agency processes
• Development of a web-based dashboard
• Ongoing analysis & insight
© 2011 Webtrends, All Rights Reserved. |43
Data Visualization + MTA
Web-based data visualization
• Streamline reporting
• Enhance time to insight
• Provide comprehensive view
• Actionable through visualization
© 2011 Webtrends, All Rights Reserved. |44
Business Value
75% reductionNumber of agency reports delivered
>100% reductionTime to compile campaign reports
$200K reductionBillable consulting for basic reporting
Webtrends provided Red Bull with a holistic picture into campaign
performance across all digital channels to streamline reporting and maximize return
on ad spend
© 2011 Webtrends, All Rights Reserved.
Microsoft Case Study
© 2011 Webtrends, All Rights Reserved. |46
Background
© 2011 Webtrends, All Rights Reserved. |47
Business Challenge
$30M digital spendacross various media and social channels
15 international marketsrunning localized content
13 agency partnerssupporting all aspects of campaign execution
• No underlying measurement strategy
• Lack of standards and governance across markets
• Siloed data between disciplines
• Difficult target and loose performance metrics
© 2011 Webtrends, All Rights Reserved. |48
Webtrends Solution
• Assisted agency partners with defining campaign objectives
• Developed Measurement & Learning plan to map out key success events
• Worked with Microsoft to build performance benchmarks
Analysis & Insight
Data Integration
Measurement Strategy
• Designed process for merging media data with web data
• Established reporting cadence to share data across agencies
• Integrated behavioral and attitudinal data at ad level for deep insight into users
• Established reporting cadence to share data across agencies
• Developed deep actionable insights based on robust integrated data set
• Helped deploy recommendations with agencies, and measured incremental impact
Webtrends provided Microsoft with end-to-end support through campaign planning, vendor management, and ongoing analysis and recommendation
© 2011 Webtrends, All Rights Reserved. |49
Business Value
• Unified measurement approach
• Consistency in tagging and tracking
• Adoption of standardized processes
• Automated reporting
• Quick time to analysis
• Actionable insight and recommendations
© 2011 Webtrends, All Rights Reserved.
Final Thoughts
© 2011 Webtrends, All Rights Reserved. |51
Items to Remember
• Establish a process
• Define campaign success
• Identify attributes
• Map out metrics
• Design tagging strategy
• Link systems through ID
• Create data visualization
• Determine paths to conversion
• Understand role of media channels
© 2011 Webtrends, All Rights Reserved.
Questions?
© 2011 Webtrends, All Rights Reserved.
Thank youBrandon Ralls
Director, Digital Intelligence Lab