mediamind & omniture integration (internal)

Liri Raviv | Product Training Manager

May 2011

MediaMind & Omniture Integration (Internal)

▸ Omniture Genesis IntegrationData

Limitations

▸ Omniture Clicks integration

Agenda

▸ You will what the Omniture integration provides.

▸ You will know what to do to set up an Omniture integration.

By the end of this session…

Omniture Genesis Integration

Ad Serving and Analysis tool Web Analytics tool

Integration

Report and analyze campaigns across multiple

Benefits of Integration

MediaMind integration with Omniture will provide agencies and advertisers the following benefits:

More time for reports analysis

and action taking

Less time probing for

• Campaign placement

• Creative

• On-site conversion

Better optimize:• Campaign effectiveness

• How campaigns influenced viewer’s behavior on the website

Full picture and understanding of:

End Results: Campaign performance inside Omniture

See ad, placement, site and campaign results inside Omniture

See impression, clicks, interactions and conversion information

Before you start…

• Review costs:

• Make sure to have the agency sign the contract• Get the contract relevant to your region here

MediaMind Costs Omniture Costs

General Note Covering API costs Should be discussed directly with Omniture

Setup Costs No Setup cost Loads of money

Monthly Costs $200 US Loads of money

How we transfer data to Omniture

Data is transferred in two parts:

1. Daily Data feed from MediaMind to Omniture, including serving data

2. Real-Time conversion information, triggered by a conversion

Note: This will be available in the SiteCatalyst Suite

How it Works – Daily data feed

Sends Advertiser Names

Sends a daily data feed

with Ad Serving Data

Data Transfer – Data Feed

• MediaMind sends a daily data feed to Omniture

• The feed contains the following data:

• Note: there will be no discrepancies here – Omniture uses our data

Fields Metrics

Campaign start date Impressions (delivered)

Campaign end date Clicks

Campaign name / ID CTR %

Placement name / ID Interactions/ Interaction Rate

Site Cost

Ad Name/ ID

Real Time Data Transfer – Conversions

• User converts on the advertiser’s website Omniture code is activated

• Omniture code sends Tag ID to MediaMind

• MediaMind reads the user’s cookie and sends the following data to Omniture:

Fields

Placement ID

Site ID

Impression Time

Placement ID

Site ID

Click Time

Last Impression

Last Click

Conversion logic

• MediaMind does not keep track of the calls to Omniture, or count conversions on our end (unless additional regular conversion tags are implemented)

• As conversion calculations change in Omniture per client setup, and their counting logic is different than ours, in any case MM and Omniture conversion numbers are likely to be different (see Omniture guide)

• Note: retrieving conversions information from Omniture is part of the one tag solution that is in planning.

When is this info available?

▸ The data feed transfer - is active as soon as the integration is set up (using the wizard)

▸ Conversion information appears once the site was updated with the new Omniture code

Set up

Integration Setup

By MediaMind:

1. Create a user for the account and ask Support to enables it

2. Create Omniture Integration Conversion Tag in MediaMind

3. Send the required information to the agency/advertiser

By Agency or advertiser:

4. Run Omniture Integration wizard

5. Update the website with new Omniture code

Step 1: Request permission for the user

▸ Create a user for the integration on the agency account and give them Omniture permissions (you can also use an existing user of this account)

▸ Send the account and user name information to Support

Note – you must have this permission, otherwise there will be no data transfer!

Step 2: Create an Omniture Integration Tag

▸ Create a new conversion tag for the desired advertiser

▸ Select the tag type to be Omniture Integration

▸ All tag information is automatically created

- Omniture tags cannot be deleted

- Code cannot be generated for these tags

Step 3: Send the information to the agency

▸ They will need this information to run the wizard:MediaMind User Name (permitted to run the integration)

MediaMind Password

Advertiser ID

Conversion Tag ID

Eyeblaster Time Zone (EST or Additional)

Step 4: Running Omniture Integration Wizard

▸ The agency can access the wizard from their Omniture Suite (Appear under Genesis)

▸ Who will run this? May be different in each case.

Step 4: Running Omniture Integration Wizard

Click here to see a detailed walkthrough

in the appendix

Step 5:Updating Website with Omniture Code

▸ New Omniture Code is created by the wizard and received by Email

▸ The Advertiser’s website is updated with the new codeUsually done by a Webmaster

Note: our conversion code does not need to be on the page, but the advertiser site needs to be updated with the new Omniture code libraries

Advertiser’s Page

Omniture Code

Limitations

What are the current limitations?

▸ The list of available metrics is finite and can’t be tailored

▸ Multi-account GCM is not supported (campaigns or conversions)

▸ 3rd party tracking for conversions cannot be used in this integration

▸ Search data is not available

▸ Display data is available in Omniture’s reporting system, however Omniture’s data is not available in MediaMind’s system

What if MediaMind Tags are on the Website?

▸ There is no need to implement MediaMind Tags on the Advertiser’s website.

▸ However, if MediaMind Tags are already implemented on the Advertiser’s website, there is no need to remove the tags

▸ The Omniture Integration will work as before

Note: The data in Eyeblaster and in Omniture will be different, as the metrics are calculated in a different way in each system

Only discuss integration when Omniture is on the site or web analytics is being discussed

When to bring up integration?

• When the client brings this up

• If the clients has already an Omniture integration we must step in as we have the best ad serving integration

• If web analytics is being discussed

Clicks Integration

Click tracking

▸ The same type of information integration that is often used for web analysis

▸ Manual integration - you can add tokens to the click tracking URL that Omniture tags on the site will be able to read

▸ Omniture will know of clicks and some information about them

▸ Read about token implementation here

Note: Method is prone to large click discrepancies

Clicks integration

▸ To know the full campaign information you can set up in Omniture upload of excel files with this information

▸ Omniture offers this as a service (called Saint)

▸ In general – click integration is time consuming and error prone, and prone to discrepancies

▸ You will know what types of integrations are available for Omniture and what they will give the client

▸ You will know what to do to set up an Omniture integration.

By the end of this session…

Thank you!

Appendix 1: Technical Information

Data Transfer – Conversion Information

http://bs.serving-sys.com/BurstingPipe/ActivityServer.bs?cn=as&vn=omn&activityID=[cID]&advID=[aID]&var=[VAR]&rnd=[RAND]

Data Transfer – Conversion Information

var s_1_Integrate_Eyeblaster_ACM_get_0 = {

"lastImpId": 1409644, Ad ID

"lastImpSId": 1533, Site ID

"lastImpPId": 780167, Placement ID

"lastImpTime": 1242121320, Impression Time

"lastClkId": 1409644, Ad ID

"lastClkSId": 1533, Site ID

"lastClkPId": 780167, Placement ID

"lastClkTime": 1242121380, Click Time

"errorCode": "" }; Error Code

Appendix 2: Omniture Integration Wizard

Drag Eyeblaster’s logo into an available

empty spot

Name the Eyeblaster

integration (only a naming

convention)

Input information

from Eyeblaster’s

system

Choose Eyeblaster’s

Time Zone you would like to see

data in

Mapping SiteCatalyst’s

eVars – will be done with

Omniture’s help

Naming alignment

Naming convention

More naming conventions

Review the wizard. Make

sure all is properly set

Mission accomplished!

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Documents

mediamind smart suite

omniture 'likes' facebook

presentation troels smit mediamind

analytics story & mediamind

couchconf israel mediamind customer presentation

analytics in mediamind

mediamind in-stream

bjorn elmberg omniture 091117

mediamind mobile advertising 2011

omniture datawarehouse

mediamind dwell gerçek etkileşim

mediamind overview june 2010

omniture university course catalog

mediamind upgrade new attachment process

glossary for omniture

dg mediamind global digital adserving benchmarks

mediamind sponsorship overview

wwth 12.0 vdo advertising - mediamind

formats, best practice & compatibility spotify & mediamind

omniture search center