understanding media analytics and reporting
TRANSCRIPT
Presenting Today:
Doug ShonrockTechnology Solutions Director
Erin HartmanMedia Director
Today’s Agenda
What is Media Analytics? How do I implement tracking?
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Ancient Media
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Media&AnalystMedia Analyst
What my clients think I do. What my coworkers think I do. What my parents think I do.
What my friends think I do. What I think I do. What I actually do.
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Times have changed…. as have ways to spend & TRACK RESULTS
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Media Analytics
POST AND PRAY
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What criteria is important?
It depends on the goal
Media Analytics
GOAL: Applications•Number of applications •Cost per application •Quality of applications •Number of hires •Cost per hire
GOAL: Leads•Number of leads •Cost per lead •Quality of leads •Number of hires •Cost per hire
GOAL: Awareness
GOAL: Education/Content•Number of views •Engagement •Top performing content •Call to action results
•Number of clicks •Cost per click •Engagement •VIdeo views •Brand perception surveys
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• Impressions = The number of times the ad is served, includes duplication • CTR = Click Through Rate, percent of people that are served the ad and click on the ad
Media Terms
CTR
CPC
HUH?
CPA
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• Impressions = The number of times the ad is served, includes duplication • CTR = Click Through Rate, percent of people that are served the ad and click on the ad
Media Terms
CTR
CPC
HUH?
CPA
•CPC = Cost per click
•CPM = Cost per thousand times the ad is served
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• Impressions = The number of times the ad is served, includes duplication • CTR = Click Through Rate, percent of people that are served the ad and click on the ad
Media Terms
CTR
CPC
HUH?
CPA
•CPC = Cost per click
•CPM = Cost per thousand times the ad is served
•CPA = Cost per application
•Conversion = Percent of clicks that convert (to application, sign-up, etc)
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• Impressions = The number of times the ad is served, includes duplication • CTR = Click Through Rate, percent of people that are served the ad and click on the ad
Media Terms
CTR
CPC
HUH?
CPA
•CPC = Cost per click
•CPM = Cost per thousand times the ad is served
•CPA = Cost per application
•Conversion = Percent of clicks that convert (to application, sign-up, etc)
•CPL = Cost per lead •CPQL = Cost per qualified lead •CPH = Cost per hire
Benchmark varies for every industry, every client
fACTORS
Media Channel
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Benchmarks
Benchmarks
Media CPC CPAIndeed $0.29 $2.63
Glassdoor $0.38 $5.41Emails $6.18 $14.72Linked<In $7.45 $27.38
StackOverflow<Banners
$10.83 $35.63
Benchmark varies for every industry, every client
fACTORS
Media Channel Job Category / Hard to Fill Positions
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Benchmarks
Benchmark varies for every industry, every client
fACTORS
Media Channel Job Category / Hard to Fill Positions Goal / Call to Action
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Reporting
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Reporting
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Reporting
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
0
2,000
4,000
6,000
8,000
10,000
12,000
July August September October November December January February March April May June
FY13GApps FY14GApps FY15GApps FY13GCPA FY14GCPA FY15GCPA
Application Volume & CPA Trending
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Reporting
FY14 Year-in-review: Spends & Clicks
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Reporting
33%
18%16%
5%
4%
11%
13%
Quality(Applications
Indeed
Simply2Hired
Yahoo/Bing
AppCast
Glassdoor
Linked2In
30%
21%17%
3%3%
9%
17%
Spend&by&Media
Indeed
Simply2Hired
Yahoo/Bing
AppCast
Glassdoor
Linked2In
Spend by Media
Quality Applications
Reporting
Total Job Reqs Listed During Q4 2015
Total Hires
Source of Hires
Media Applications
Average Cost per Hire Ratio: 14 apps to 1 hire
22%
20%47%
11%
Source'of'Hires
Glassdoor
Indeed
21%
15%
49%
15%
Media&Applications
Glassdoor
Indeed
15%
85%
Total Hires
Management
General
58%
48
42%
35
0% 20% 40% 60% 80% 100%
Total Job Reqs Listed During Q4 2015
General Management
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Optimizations
What%does%“implementing%optimizations”%mean?• Shifting(more(money(to(best(performers• Reduce(or(eliminate(spends(with(under8performing(
channels((or(behind(pace)• Test(new(media(channels• Change(copy• Adjust(CPC(bid• Adjusting(geo8targetingAnd$more…..
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Somebody needs to man the ship…
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Tracking Can Cover A Lot Of Areas
Technology
Tracking
Message
Media
Site and candidate analyticsUsing Google to understand visit, time on site, highest drop off pages, major traffic sources and candidate behaviors
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Site and Candidate Analytics
Measurement of media activity across every channel, including print and collateral, normalized to cost-per-applicant. 24/7 access to actionable metrics to drive decisions from the head of talent acquisition to individual recruiters. Insights into which media channels and partners are driving qualified applicants and at what cost.
Actionable Media Analytics
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Actionable Media Analytics
Tracking Is Not Hard To Set Up • It just takes a little thought and planning • What tracking platforms will you be using? (JWT INSIDE Track™,
Domo, DoubleClick, etc.) • What systems do you have in place? (i.e. ATS, Third Party
Platforms, CRMs) • What is important to your organization and what Key Performance
Indicators (KPIs) are important to your organization? • What types of media are you using? (i.e. Print, Online, Out-Of-Home,
Social, etc.) • What do you want to track? (i.e. Clicks, Data Captures, Complete
Applications, Conversions, Candidate Behavior, Track-To-Hire) • Get the right people together to map this out – Media Buying
Partners, ATS partners, Internal HRIS partners, Tracking Platform Partners
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Tools
Case Studies
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Case Study
Increased applications by 22%
Decreased CPA by 32%
Retail
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Case Study
Increase applications by 15% with $30k less spend
Healthcare
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Takeaways
If you're spending money on media as part of your talent acquisition budget, it is critical to:
•Track and analyze your media performance •Optimize your media buys •Get it implemented correctly to measure across all channels
Questions
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Doug Shonrock Technology Solutions Director 610 529 8256 [email protected]
Send us a note, share with us what you found most surprising or valuable, or schedule time for a conversation.
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Erin Hartman Media Director 404 849 8627 [email protected]
Thank You.
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