Digital Campaigns

Digital CampaignsName| Job Title | October 2009

Simplify

?dedichi al tuo

ad server

quantotempo

Ad Serving

Multiple Sources of Data

Too much data, not enough time

Getting Campaigns Live

Too Much Excel

Trafficking Fatigue

Publisher SpecsCampaign Performance Delivery

Complex AnalyticsAgency Profitability

Cross Channel Measurement

No Time For Strategy

Little Time for Optimisation

Reporting

Not User Friendly

lavoropiù

meno tempo

sforzopiù

Il primo passo è ammettere…

ologia

non fless

Dysfunctiona

l Campaign

Process Analytic Complexities

problema…che abbiamo un

Le cose sono più dure di quello che dovrebbe essere.

?perchè

Gli adserver attuali

sono costruiti su vecchie

tecnologie

Fondazioni costruite

per il

futuro

Investito annimilioni di €Speso

Intervistato 100s

Actionable Analytics

Streamlined Ad Serving

Open Workflow

Extracting meaning out of piles of data

Difficoltà:

risultati cross-channel in

tempo-reale

Dati aggiornatiogni 15 minuti

Campaign Monitor la finestra sulla campagna

• Analizza il comportamento dall’inizio alla fine della campagna in tempo reale

• Ottimizza al volo

• Monitora il delivery, la performance, il set-up, e altro

Difficoltà:

ottenere dati cross-channel utilizzabili senza perdere ore in excel

1-Click PowerPoint

• Sintesi della campagna in ppt

• Contenuto personalizzabile

• Completi di tavole e grafici

• Semplicità di esposizione dei dati di branding

Report predefiniti21 reports per agenzia8 reports per creatività

3 reports per sitoPermettono analisi veloci, in profondità e chiare

Nei reports sono inclusi: Delivery

Performance by frequency Unique user metrics

Engagement Video performance

Conversions Path to conversion

Cross media integration

Eyeblaster – Campaign Summary

performance totali di campagnaEyeblaster Data Total Eyeblaster

Benchmark

Served Impressions 3,298,022

Average Dwell Time 23.78

Interaction Rate 0.66 %

CTR 0.34 % CTR Rich Media:

CTR Std Banner:

Clicks 11,122

Unique Impressions 1,296,626

Average Frequency 2.54

Unique Interacting Users

14,544

Unique Clicking Users 10,749

Video Start Rate 41.45 % 29.86%

Unique Video Viewers 663,791

* La presentazione sintetica dei dati appare in GMT -5 EST

**I siti con più del tre per cento delle impression erogate appaiono nel grafico. 'Altro', rappresenta il restante dei siti.

metriche d’interazionePublisher Name

Served Impressions

Interaction Rate

CTR Users Average Dwell Time (Sec)

Video Started Rate

Video Average Duration (sec)

Multiplayer IT 688,966 0.39 % 0.13 % 21.66 40.32 % 22.77

Websystem Italy

625,885 0.51 % 0.22 % 21.93 49.14 % 24.77

MyAds IT 624,205 0.84 % 0.44 % 27.97 50.30 % 24.27

One Italia IT 506,525 0.56 % 0.25 % 25.56 43.10 % 24.46

Yahoo! Italy 427,956 1.24 % 0.80 % 20.77 20.97 % 23.71

MSN Italy 224,470 0.43 % 0.22 % 20.54 26.34 % 22.08

Sky Italia IT 200,015 0.79 % 0.45 % 22.86 50.30 % 24.41

Totals 3,298,022 0.66 % 0.34 % 23.78 41.45 % 23.99

* I grafici contengono i dati solo dei banner rich media. I totali valori possono differire dai totlai di Campagna

metriche d’interazione

* I migliori dieci siti ordinati per Impression erogate, in ordine decrescente

Eyeblaster benchmarks per: 1 ° trimestre'08 - 4 ° trimestre'08, l'Europa, intrattenimento

Interaction Rate CTR Rich Media Total Expansion Rate Video Started Rate

27.30% 0.56% 42.04% 29.86%

metriche d’interazione

Eyeblaster benchmarks per: 1 ° trimestre'08 - 4 ° trimestre'08, l'Europa, intrattenimento

Expansion Average Duration (sec.) Video Average Duration (Sec)

63.12 67.72

Eyeblaster – Campaign Summary metriche reach

Publisher Name Unique impressions

Average Frequency

Unique Clicking Users

Unique Clicking Users Rate

Unique Interacting Users

Unique Interacting Users Rate

Unique Video Viewers

Unique Video Viewers Rate

Multiplayer IT 244,546 2.82 895 0.37 % 1,708 0.70 % 125,457 51.30 %

Websystem Italy 200,775 3.12 1,314 0.65 % 1,886 0.94 % 110,968 55.27 %

MyAds IT 303,901 2.05 2,681 0.88 % 3,546 1.17 % 183,186 60.28 %

One Italia IT 223,525 2.27 1,240 0.55 % 1,844 0.82 % 118,291 52.92 %

Yahoo! Italy 224,825 1.90 3,300 1.47 % 3,937 1.75 % 58,860 26.18 %

MSN Italy 95,961 2.34 474 0.49 % 600 0.63 % 43,115 44.93 %

Sky Italia IT 96,834 2.07 883 0.91 % 1,088 1.12 % 60,087 62.05 %

Totals 1,296,626 2.54 10,749 0.83 % 14,544 1.12 % 663,791 51.19 %

Eyeblaster – Campaign Summarymetriche reach

metriche frequencyCampaign Name Frequency Served

ImpressionsCTR Interaction

RateAd Average Duration (Sec)

User Average Dwell Time(Sec)

Nome campagna 3,298,022 0.34 % 0.66 % 84.53 23.78

1 1,295,737 0.46 % 0.89 % 79.75 23.58

2 473,536 0.44 % 0.83 % 77.10 23.42

3 283,315 0.33 % 0.67 % 73.89 24.57

4 190,551 0.29 % 0.58 % 77.28 24.19

5 139,445 0.25 % 0.52 % 76.77 24.73

6+ 915,438 0.13 % 0.29 % 100.19 24.03

Totals 3,298,022 0.34 % 0.66 % 84.53 23.78

metriche frequency

Eyeblaster – Campaign Summary metriche di sovrapposizione reach tra i siti

Publisher Name

Unique Impressions

Exclusive Unique Impressions

Exclusive Unique % Out Of Unique Impressions

Overlap Unique Impressions

Overlap Unique Impressions with One Publisher

Overlap Unique Impressions with Two Publishers

Overlap Unique Impressions with Three Publishers

Multiplayer IT 244,546 214,423 87.68 % 30,123 24,433 4,523 967

Websystem Italy

200,775 171,778 85.56 % 28,997 22,548 5,123 1,119

MyAds IT 303,901 261,171 85.94 % 42,730 34,979 6,343 1,212

One Italia IT 223,525 197,456 88.34 % 26,069 20,915 4,055 912

Yahoo! Italy 224,825 192,126 85.46 % 32,699 26,055 5,315 1,128

MSN Italy 95,961 89,532 93.30 % 6,429 5,630 664 111

Sky Italia IT 96,834 87,329 90.18 % 9,505 7,928 1,247 263

metriche di sovrapposizione reach tra i siti

* I migliori cinque siti per utenti unici esclusivi in ordine decrescente

- Utilizzare questo grafico per confrontare i tassi di utenti unici deduplicati a piano

- I siti con la percentuale più alta aumentano la reach.

-I siti con percentuale più bassa aumentano la frequenza e l’esposizione.

metriche di sovrapposizione reach tra i siti

* I migliori cinque siti per utenti unici esclusivi in ordine decrescente

- Utilizzare questo grafico per visualizzare la percentuale di sovrapposizione dell’utenza unica (in rapporto tra loro) per i migliori 5 siti di visite uniche.

-La sovrapposizione degli utenti unici per sito è analizzata al 100% e vengono ripartite le diverse combinazioni.

-- ad esempio, Un sito può spartirsi utenti unici contemporaneamente con più di un altro sito - questo caso rappresenta una combinazione di sovrapposizioni con altri editori.

Made visual

• Rappresentazione grafica dei dati inclusi nei report

• Sono presenti anche Benchmarks per Industries

Eyeblaster benchmark sample

Custom report builder

• Crea il tuo report velocementeLe tue metriche preferite in un unico report.

• Gestisci i dati come meglio crediTutti i dati di cui hai bisogno da qualsiasi prospettiva.

• Una volta creato il report lo puoi adattare a tutte le campagne

Pronto per essere utilizzato con tabelle pivot.

• Apprendi di più dalla tua campagnaAlcuni campi e metriche sono solo disponibili nel CRB .

• Excel add-on scaricabile• Accedi ai dati della campagna con Excel• Crea un report con le metriche desiderate• Aggiorna solo i dati necessari

Plug in for excel

Difficulty:

Analizza il comportamento del consumatoreprima che converta

Report sull’effettivo comportamento

Acquista o Converte

Utilizza il Search per informarsi

Visita il sito web

Interagisce con il Rich

Vede lo standard

AOL Japan CNN Money - Turner

Fox News.com

Google MSN MX MSNBC Yahoo Yahoo! UK - Internal

Marketing

-20.00%

20.00%

40.00%

60.00%

80.00%

100.00%

61.57%

91.80%

54.70%

16.91%

65.09%67.59%

24.78%

31.37%

13.29%

21.91%

29.33%

-13.36%

36.24%

27.45%

ROI - Entire Path vs. Last Ad

ROI (Entire Path)

ROI (Last Ad)

Analisi del Path to ConversionConversion

Sources

Publisher

Placement

Ad Sizes

Creative

Analysis Type

Average Point in Path

ROI over the entire path

ROAS over the entire path

Total Occurrences

in Path

Total Conversions (entire path)

Click to Conversion

• Use impact rates to establish benchmarks for publisher optimisation

• Identify areas of opportunity or trouble, along the path that might effect overall performance

• Use data towards future strategy in ad sequencing or delivery

100%100%100%

20%50%

One click reporting Report Generator

Data Feeds Service

Plug-in for Excel

Custom Report Builder and Service

Campaign Monitor

Ad Serving razionalizzato

Set-up e misurazione della campagna più veloce e intelligente

Difficoltà:

Passare dal punto A al B

velocemente

Process Guide

Ricerca Universale

Filtri

Bookmarking

Anteprima

Cinque Clicks in Uno

using previewing

toolsusing previewing

Difficoltà:

Preview multiple ads

at once

Instantly QA adCollaborate with others

L’anteprima che ti dà la vista completa

View ad info

Difficoltà:

ripetitiveattività di trafficking

Upload pairs of consistently named

SWFs and GIFs

Assegna la Clickthru URL a tutti gli Ads

Centinaia di Banners, in un solo Step

ottimizza le creatività in

pochi minuti

Difficoltà:

Instantaneous creative update

Smart Versioning

Modifica istantanea di Testo, Contenuto o Targeting

• Permette veloci ottimizzazioni e cambiamenti

• Tiene traccia di ogni modifica

• Si spende meno per le modifiche

Costanti aggiornamentidel browser

F5F5 F5

Difficoltà o Incubo:

In un click gli screenshots dei giustificativi in PowerPoint!

“Oh Wow!, si sta realizzando un sogno!!”-Liquid Advertising

AdSnap

Screenshots Automatici

Difficoltà:

il giusto ad

alla giusta persona

al momento giusto

• Ruota i tuoi rich e standard ads, come i messaggi per assicurare la migliore user experience

• Imposta l’ottimizzazione sulla metrica preferita

• Frequency cap per orario, placement, e fascia oraria

Targeting e Sequencing

Controlla la sequenza, la rotazione e la frequenza dei

tuoi ads

Risparmia sui costi di ad serving e

ottieni migliori performance

$€£

Smart Versioning

Advanced Preview

Quick Access Tools

Mass Creation of Standard Banners

Rich/Standard OptimisationWorkshop for

Universal Tag

Excel Based Trafficking

Automatic Optimisation

AdSnap

Open Workflow

Tool avanzati e processi che lavorano con te

Difficoltà:

bridging display & search

Come lavorano insieme il Search e il Display?

• gestisci e misura il search e il display dall'interfaccia MediaMind

• Istantaneamente integrato con la maggior parte dei bid management tools o search vendors

• Automatica ed accurata deduplicazione dei dati di conversione

• Individua l'impatto e analizza i punti di contatto tra il search and display

Cross Channel Campaign Results

Standard Search Rich Media

Campaign type

Cross Channel

Impact Rate

Total Conversions

Display 28.22% 314

Search 60.21% 1261

A cosa porta questa performance combinata?

• La search genera proporzionalmente un salto maggiore nelle vendite rispetto al display (perchè più targettizata)...

• Il totale dei 2 canali insieme è maggiore della somma dei 2 presi singolarmente

…ma grazie alla reach maggiore del display, il suo effetto nel volume totale delle vendite è maggiore

Channel Connect for Search

• Un’unica soluzione di reporting e di analytics per le campagne

cross-channel display, search and affiliate

• Accurati Dati di Conversione

• Cross-Channel Insights

• Analisi del percorso alla conversion

• Soluzione Indipendente SEM

• Implementazione in 2 step

• Non è richiesto il retrafficking

Cross-Channel Insights

Served Impressions

CTR Other Channel Impact Rate

ROI ROAS ($) Total Conversions

Click to Conversion Rate

Total Revenue ($) Total Profit ($)

249,414 2.86% 60.12% 30.41% 1.30 1,216 17.05% 32,770.00 7,642.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

537,523 0.80% 28.22% 16.25% 1.16 165 3.84% 5,450.00 762.00

266,215 0.79% 29.70% 6.62% 1.07 81 3.83% 2,720.00 169.00

67,931 1.17% 37.88% 2.35% 1.02 14 1.75% 480.00 11.00

50,714 0.47% 15.79% 21.91% 1.22 22 9.32% 740.00 133.00

147,570 0.73% 35.42% 1.69% 1.02 45 4.17% 1,500.00 25.00

271,308 0.80% 26.73% 27.75% 1.28 84 3.85% 2,730.00 593.00

168,906 0.44% 23.72% -15.95% 0.84 24 3.20% 780.00 -148.00

90,302 1.38% 34.68% 72.76% 1.73 48 3.86% 1,560.00 657.00

12,100 1.55% 21.80% 27.45% 1.27 12 6.38% 390.00 84.00

786,937 1.45% 44.17% 28.19% 1.28 1,381 12.09% 38,220.00 8,404.00

188Yahoo! UK

AOL Japan

MSN MX

Mind the Gap Int.

Turner / CNN

Fox News.com

MSN \ MSNBC

Display

Mind the Gap US

Campaign Type Campaign Publisher/SE Total Clicks

Search 7,132

Eyeblaster SE - Google 4,246

Google 4,246

Eyeblaster SE - Yahoo 2,886

Yahoo 2,886

Totals 11,425

• Cross-Channel Overview – top level insights into media interactionCTR ROI ROAS ($) Total Revenue ($) Total Profit ($)

249,414 2.86% 60.12% 30.41% 1.30 1,216 17.05% 32,770.00 7,642.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

537,523 0.80% 28.22% 16.25% 1.16 165 3.84% 5,450.00 762.00

266,215 0.79% 29.70% 6.62% 1.07 81 3.83% 2,720.00 169.00

67,931 1.17% 37.88% 2.35% 1.02 14 1.75% 480.00 11.00

50,714 0.47% 15.79% 21.91% 1.22 22 9.32% 740.00 133.00

147,570 0.73% 35.42% 1.69% 1.02 45 4.17% 1,500.00 25.00

271,308 0.80% 26.73% 27.75% 1.28 84 3.85% 2,730.00 593.00

168,906 0.44% 23.72% -15.95% 0.84 24 3.20% 780.00 -148.00

90,302 1.38% 34.68% 72.76% 1.73 48 3.86% 1,560.00 657.00

12,100 1.55% 21.80% 27.45% 1.27 12 6.38% 390.00 84.00

786,937 1.45% 44.17% 28.19% 1.28 1,381 12.09% 38,220.00 8,404.00

Display

Campaign Type

Search

Totals

Search e DisplayTutto in un unico posto

CTR Other Channel Impact Rate

ROI ROAS ($) Total Revenue ($) Total Profit ($)

249,414 2.86% 60.12% 30.41% 1.30 1,216 17.05% 32,770.00 7,642.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

537,523 0.80% 28.22% 16.25% 1.16 165 3.84% 5,450.00 762.00

266,215 0.79% 29.70% 6.62% 1.07 81 3.83% 2,720.00 169.00

67,931 1.17% 37.88% 2.35% 1.02 14 1.75% 480.00 11.00

50,714 0.47% 15.79% 21.91% 1.22 22 9.32% 740.00 133.00

147,570 0.73% 35.42% 1.69% 1.02 45 4.17% 1,500.00 25.00

271,308 0.80% 26.73% 27.75% 1.28 84 3.85% 2,730.00 593.00

168,906 0.44% 23.72% -15.95% 0.84 24 3.20% 780.00 -148.00

90,302 1.38% 34.68% 72.76% 1.73 48 3.86% 1,560.00 657.00

12,100 1.55% 21.80% 27.45% 1.27 12 6.38% 390.00 84.00

786,937 1.45% 44.17% 28.19% 1.28 1,381 12.09% 38,220.00 8,404.00

Esplora i punti di contattotra i diversi Canali

CTR ROI ROAS ($) Total Conversions

Total Revenue ($) Total Profit ($)

249,414 2.86% 60.12% 30.41% 1.30 1,216 17.05% 32,770.00 7,642.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

537,523 0.80% 28.22% 16.25% 1.16 165 3.84% 5,450.00 762.00

266,215 0.79% 29.70% 6.62% 1.07 81 3.83% 2,720.00 169.00

67,931 1.17% 37.88% 2.35% 1.02 14 1.75% 480.00 11.00

50,714 0.47% 15.79% 21.91% 1.22 22 9.32% 740.00 133.00

147,570 0.73% 35.42% 1.69% 1.02 45 4.17% 1,500.00 25.00

271,308 0.80% 26.73% 27.75% 1.28 84 3.85% 2,730.00 593.00

168,906 0.44% 23.72% -15.95% 0.84 24 3.20% 780.00 -148.00

90,302 1.38% 34.68% 72.76% 1.73 48 3.86% 1,560.00 657.00

12,100 1.55% 21.80% 27.45% 1.27 12 6.38% 390.00 84.00

786,937 1.45% 44.17% 28.19% 1.28 1,381 12.09% 38,220.00 8,404.00

Analisi del Path to Conversion – Per publisher

AOL Japan CNN Money - Turner

Fox News.com

Google MSN MX MSNBC Yahoo Yahoo! UK - Internal

Marketing

-20.00%

20.00%

40.00%

60.00%

80.00%

100.00%

61.57%

91.80%

54.70%

16.91%

65.09%67.59%

24.78%

31.37%

13.29%

21.91%

29.33%

-13.36%

36.24%

27.45%

ROI - Entire Path vs. Last Ad

ROI (Entire Path)

ROI (Last Ad)

Analisi del Path to Conversion– Per Canale

Ad 4 Total Clicks CTR Percentage of Total Paths

Total Conversions

Total Revenue ($) Percentage of Total Revenue

Average time to Convert (Days)

Average Path Length

4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53

406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00

908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00

Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00

Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00

Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00

Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00

Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00

Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00

Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00

6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98

1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00

1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00

1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00

Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00

Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00

2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98

364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00

127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00

530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00

Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00

Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00

Search

Display

Search

Search Search 8,553

Search Only 75,244

80,357

Display 23,537Display

Display Search Search 23,983

Both 6,554

Exposure Group Ad1 (First Viewed)

Ad 2 Ad 3 Ad 5 Served Impressions

10,589

Display

Display Only

Search

Display

Search

Display

Search

Display

Search

Display

Search

Display

Search

Display

Search

Display

Search

Display

Display Display

Display

Search 9,867

Search Search Search 33,452

Search Search Search 9,943

Search Search Search Search 13,429

20,468

19,203

16,862

12,781

11,682

29,236

28,656

21,226

Ad 4 Total Clicks CTR Total Revenue ($) Average Path Length

4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53

406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00

908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00

Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00

Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00

Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00

Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00

Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00

Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00

Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00

6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98

1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00

1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00

1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00

Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00

Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00

2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98

364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00

127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00

530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00

Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00

Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00

Search

Search Only

Display

Display Only

Display

Search

Display

Search

Display

Search

Display

Search

Determina le Sinergie Cross-ChannelComprendi il comportamento dell’utente attraverso i percorsi più comuni

Total Conversions

Total Revenue ($) Percentage of Total Revenue

Average Path Length

4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53

406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00

908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00

Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00

Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00

Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00

Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00

Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00

Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00

Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00

6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98

1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00

1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00

1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00

Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00

Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00

2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98

364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00

127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00

530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00

Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00

Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00

Total Revenue ($) Average Path Length

4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53

406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00

908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00

Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00

Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00

Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00

Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00

Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00

Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00

Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00

6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98

1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00

1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00

1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00

Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00

Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00

2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98

364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00

127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00

530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00

Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00

Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00

Ad 4 Total Clicks CTR Total Revenue ($) Average Path Length

4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53

406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00

908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00

Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00

Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00

Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00

Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00

Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00

Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00

Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00

6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98

1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00

1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00

1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00

Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00

Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00

2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98

364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00

127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00

530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00

Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00

Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00

Search

Display

Search

Search Search

Search Only

Display Display

Display Search Search

Ad 2 Ad 3 Ad 5

Display

Display Only

Search

Display

Search

Display

Search

Display

Search

Display

Search

Display

Search

Display

Search

Display

Search

Display

Display Display

Display

Search

Search Search Search

Search Search Search Search

Path to Conversion Analysis

Giustifica i costi per le Keyword generiche

Ad 5 Percentage of total Paths

Total Conversions Total Revenue ($) Percentage of Total Revenue

35.81% 17,982 118,500.00 33.40% 0.07

21.13% 10,611 81,875.00 23.08% 0.11

16.82% 8,448 64,625.00 18.22% 0.08

13.14% 6,600 41,625.00 11.73% 0.12

5.53% 2,776 20,875.00 5.88% 0.05

2.10% 1,054 7,000.00 1.97% 0.88

0.89% 447 2,250.00 0.63% 0.47

0.48% 239 1,625.00 0.46% 1.27

0.35% 175 750.00 0.21% 0.86

0.29% 146 1,000.00 0.28% 1.70

Plasma TV Terms Generic Terms

Generic Terms Plasma TV Terms Brand Plasma Brand Plasma

Generic Terms Generic Terms

Generic Terms Plasma TV Terms

HD TV Terms

Generic Terms Plasma TV Terms Brand TV

Plasma TV Terms Brand TV

Flat Screen Brand TV

Brand TV

Ad1 (First Viewed) Ad 2 Ad 3 Ad 4

Generic Terms

Ad 5 Total Conversions Total Revenue ($)

35.81% 17,982 118,500.00 33.40% 0.07

21.13% 10,611 81,875.00 23.08% 0.11

16.82% 8,448 64,625.00 18.22% 0.08

13.14% 6,600 41,625.00 11.73% 0.12

5.53% 2,776 20,875.00 5.88% 0.05

2.10% 1,054 7,000.00 1.97% 0.88

0.89% 447 2,250.00 0.63% 0.47

0.48% 239 1,625.00 0.46% 1.27

0.35% 175 750.00 0.21% 0.86

0.29% 146 1,000.00 0.28% 1.70

Plasma TV Terms Generic Terms

Generic Terms Plasma TV Terms Brand Plasma Brand Plasma

Generic Terms Generic Terms

Generic Terms Plasma TV Terms

HD TV Terms

Generic Terms Plasma TV Terms Brand TV

Plasma TV Terms Brand TV

Flat Screen Brand TV

Brand TV

Ad1 (First Viewed) Ad 2 Ad 3 Ad 4

Generic Terms

Ad 5 Percentage of total Paths

Total Conversions Total Revenue ($)

35.81% 17,982 118,500.00 33.40% 0.07

21.13% 10,611 81,875.00 23.08% 0.11

16.82% 8,448 64,625.00 18.22% 0.08

13.14% 6,600 41,625.00 11.73% 0.12

5.53% 2,776 20,875.00 5.88% 0.05

2.10% 1,054 7,000.00 1.97% 0.88

0.89% 447 2,250.00 0.63% 0.47

0.48% 239 1,625.00 0.46% 1.27

0.35% 175 750.00 0.21% 0.86

0.29% 146 1,000.00 0.28% 1.70

Advertiser Name

eventtime Activity Id Activity Name

quantity orderid session Value Query String

Last Ad View Time

Is Click Publisher Campaign Ad Group Keyword Name Eyeblaster Name

Unit Size Video Rich Banner

Video Starts Method

Flight ID

LG 8/4/08 10:01AM

14449 Thank You Page

1 123 200 ActivityID=14449&f=1&f=1&rnd=913277.05886215

8/4/08 10:00AM

1 CNET Campaign1 Ad 160x600-V1

160x600 1 0 AutoInitiated 539630

LG 8/4/08 10:20AM

8/4/08 10:01AM

1 Forbes Campaign2 Ad 160x600-V2

160x600 1 0 AutoInitiated 539639

LG 8/4/08 11:02AM

8/4/08 10:42AM

1 Google Search Campaign3

Brand TV

Keyword TV

LG 8/4/08 11:59AM

8/4/08 11:50AM

1 CNET Campaign1 Ad 250x250-V1

250x249 1 AutoInitiated 540720

Event 1 Event 2 Event 3 Event 4 Event 5

Path to Conversion Raw Data

Advanced display metrics

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