analytics story & mediamind
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Digital Analytics: Data to Stories to Communication
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#rfintent
index
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It’s a Tangled World!
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Not So Virtuous cycle
DATA Analysis
Marketing
Channels
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and Analytics is like your Refrigerator
You expect something ‘new’ each time you open it. You know how many times you open it….
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The Analytics Syndrome TM – These conversations are regular!
Media Buyer: “We got awesome CTR. We doubled the traffic.”
Digital Marketing Manager: “Awesome”
Analyst: “Your bounce rate is awful”
Digital Marketing Manager: “How do I fix it?”
Analyst: “Remove non-qualified traffic”
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Where is the problem?
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Our data points are mostly Slow and Disconnected
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5 step Solution:
Step one is to force us to identify the business objectives upfront and set the broadest
parameters for the work we are doing. Sr. Executives play a key role in this step.
Step two is to identify crisp goals for each business objective. Executives lead the discussion,
you’ll play a contributing role.
Step three is to write down the key performance indicators. You’ll lead the work in this stop, in
partnership with a “data person” if you have one.
Step four is to set the parameters for success upfront by identifying targets for each KPI.
Organization leaders play a key role here, with input from Marketing and Finance.
Step five, finally, is to identify the segments of people / behavior / outcomes that we’ll analyze
to understand why we succeed or failed.
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Your Objectives need to be DUMB
D = DoableU = UnderstandableM = ManageableB = Beneficial
# source: Mr. Avinash Kaushik’s blog
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Smart KPIs
# source: Mr. Avinash Kaushik’s blog
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KPIs& More
# source: Mr. Avinash Kaushik’s blog
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One needs a smart partner for this.
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Mediamind in Action!
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Mapping overlapping traffic across publishers
Observation• Publisher H , I and J had a 100% traffic overlap. i.e. each and every consumer had seen
the advertisement from other publishers as well
Action:• Media plan was altered and inventory was shifted publishers having minimum overlap
Result:• Removing publisher H, I and J – Less spillage & Cost saving.
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Mapping frequency for better creative deliveries
Observation:• In the above example, After Frequency 4, the unique to served impressions were consistent but the CTR had dropped from 3% to 1%
Probable reason:• This could be because the user had been previously reached via other channels and was not interested to click even after seeing the advertisement.
Action :• Frequency was capped to 3min and 5 Max for all publishers to avoid the repetitive reach.
Result:• This helped us in saving ¼ of the total budget and which in turn was used
to reach New and unique users
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Conversion analysis for efficient utilization of budgets
Observation• In the above example, Publisher A and D has highest reach, however
Publisher E and F have better post click conversions rate.
Action:• Media inventory was shifted across publishers having high post click
conversion as the marketing objective of the campaign was driving visits to landing page.
Result:• This helped us achieve 140% of the planned visits within specified budgets
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Driving deliveries by increasing visibility
Observation:• Publisher D and G had the lowest screen share and visibility duration and had delivered
low CTR.
Action:• Ad placements were changed on publisher D and G having increased ad visibility.
Result:• The CTR of publisher D and G reached the average campaign CTR
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Digital: Art + ScienceMost undervalued Analytics tool: Communication
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Tell a story!
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A remarkable campaign!
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