integrated campaign performance: multi touch attribution

© 2011 Webtrends, All Rights Reserved.

Integrated Campaign Reporting + Multi-Touch Attribution

Brandon RallsDirector, Digital Intelligence Lab

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© 2011 Webtrends, All Rights Reserved. |2

Introduction

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Background

• Agency Perspective

• Analytics Consulting

• Digital Marketing

• Data Visualization

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Topics for Discussion

1) Performance across digital channels

2) Multi-touch attribution (MTA)

3) Integrated reporting

4) Implementing campaign tracking

5) Client stories

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Topic 1: Performance across digital channels

How do I begin to understand

campaign performance across

multiple digital channels?

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Digital Landscape

Source: Forrester Research, Inc.

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Ways to Engage

• Landing page

• Hero image

• Specific CTAs

• Videos

• Whitepapers

• Promotions

• Lead gen forms

• Downloads

• Special offers

• Printable coupons

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Complex Agency Network

Media• Planning

• Buying

• Trafficking

Creative • Messaging

• Asset creation

Development• Site development

• Tagging & tracking

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Challenges

• Silos of data

• Disjointed story

• Different cadences

• Different formats

• Difficult to rationalize

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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

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Digital Ecosystem

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Topic 2: Multi-Touch Attribution (MTA)

What is cross-channel, or

multi-touch attribution?

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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

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Example Scenario

Paid Search

Display Banner

Organic Search

1)

2)

3)

Browse

Research

Purchase

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Example Scenario: First Click

Paid Search

Display Banner

Organic Search

1)

2)

3)

Browse

Research

Purchase

100%

0%

0%

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Example Scenario: Last Click

Paid Search

Display Banner

Organic Search

1)

2)

3)

Browse

Research

Purchase

0%

0%

100%

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Example Scenario: Equal Weight

Paid Search

Display Banner

Organic Search

1)

2)

3)

Browse

Research

Purchase

33%

33%

33%

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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:

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Topic 3: Integrated Reporting

How can integrated reporting

with MTA enhance my

understanding of my digital

marketing campaigns?

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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


Media Spend

ROAS

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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?

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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

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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?

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Topic 4: Implementing Campaign Tracking

How do I implement campaign

tracking to enable integrated

reporting and MTA?

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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

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How Do We Do This?

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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

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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

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Campaign Attributes

Campaign Type: Seasonal Promotion

Campaign Name: Back to School 2012

Campaign Goal: Target college students

Launch: July 2012

End: September 2012

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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

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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

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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

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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)

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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?

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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

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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

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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


Metrics

Placement ID WT.mc_id

Attract Respond Browse Engage ConvertSpend Impress

MEDIA WEB

Data Visualization

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Topic 5: Client Stories

How has Webtrends helped

others solve these problems?


Red Bull Case Study


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


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


Data Visualization + MTA

Web-based data visualization

• Streamline reporting

• Enhance time to insight

• Provide comprehensive view

• Actionable through visualization


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


Microsoft Case Study


Background


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


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


Business Value

• Unified measurement approach

• Consistency in tagging and tracking

• Adoption of standardized processes

• Automated reporting

• Quick time to analysis

• Actionable insight and recommendations


Final Thoughts


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


Questions?


Thank youBrandon Ralls

Director, Digital Intelligence Lab

integrated campaign performance: multi touch attribution

Documents

social media

introduction web mobile

social actions

mobile content

social role of channels

digital landscape web

digital ecosystem web

social source