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Transcript of I see therefore
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I see therefore
I click?Where creative meets analytics
Dean Donaldson, Channel Development EMEA
11th March 2008 – iMedia UK
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audience time30%
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marketing budget .5%7
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what are the
biggest barriers to online
investment?
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insufficient metrics52%
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productivity
80%service orientated
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40%aggregation of data
“Reporting can take a lot of hours.
It’s important because of what it can
tell us, but getting there isn’t half the
battle - it’s the whole thing! Clients
want the results yesterday. Because
it comes to them nice and clean, they don’t realise how much effort it
took to get there.”Media Agency
“Quote #1
“Is creative ready?”
“Has IO been signed?”
“Has publisher approved?”
“Has flight gone live?”
“Am I under delivering?”
“Is it performing effectively?”
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more expensive0x1
“…everything from formats to prep-
time needed to set a campaign, all
these constant ‘education’ meetings
are just wasting my people’s time... A lot of hours where we could be thinking about the clients business”Media Agency
“Quote #2
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Source: HR Magazine ‘07 / Design Council ‘07
is the key driver of success
innovation
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simplesolutions
for complex challenges
“For most of my clients speaking
about online marketing is ‘talking
to babies’. One syllable at a time
and very slow on the uptake.
Very few with any power have
enough knowledge (tall enough)
to ride the big kid rides.”
Media Agency
“Quote #3
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Workshop for FlashApplication plug-in
Video Studio
Behavioural TargetingPersonalised Ads
Ads in Desktop AppsInstant Messenger
Widget Ads Social Networking
InGaming AdsOffline monitoring
where creative…
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Campaign Monitor Live view directlyon your desktop
Online reporting Quick generation / scheduling
Excel plug-in toolBespoke reporting
Global Campaign Management
Overview for advertises across all territories
…meets analytics
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50%average time saving
“Eyeblaster’s Campaign Monitor is a strong showing of forward thinking for tracking online campaigns and supplies us with a
quick snapshot of concise data”Thomas McIlheran -Senior Media ManagerSicola Martin, US
“Quote #4
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“he clicks mehe clicks me not”
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6%online population
50%of all display ad clicks
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Engagement Post Impression Activity (Sub-Conscious Acknowledgement)
Impression No Awareness (No Conscious Acknowledgment)
Click-Thru Post-Click Activity (Conscious Acknowledgement)
Call to Action Required Response (Conscious Decision) Information Request / Data Capture / Physical Purchase
?
Measuring the true response
Interaction Pre-Click Activity / Post-Interaction (Active Involvement)
Shades of Grey
100%
< 50%
~ 20%
< 0.5%
~ 0.05%
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Spend € 200,000.00 € 15.00 CPM
Clicks to landing page
Impressions 13,333,333 0.5% CTR
66,667 Clicks
€ 3.00 Cost per click
Interactions within the ad
20.0% IR
2,666,667 Interactions
€ 0.08 Cost per interaction
1,333,333 Unique interactions
0.5% Conversion rate
6,667 Total conversions
€ 30.00 Cost per conversion
€ 106.36 Difference CTR v IR
Calculating the real cost per conversion
20.0% Drop-off rate
53,333 Post click Arrivals
5,333 Post view Arrivals
58,667 Total Arrivals
29,333 Unique arrivals
5.0% Conversion rate
1,466.67 Total conversions
€ 136.36 Cost per conversion
Media Conversion Costs
combined
40x more likely to interact then click
4.5x conversions in banner then site
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Pre-click Interactivity Tracking
Test Drive
Brochure Request
More Information
Best Practice
Track all elements in an adü
Main Click
Rotate
“Dwell-time” =
Brand AwarenessDirect Response
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Dummy Data Only
“In-depth post campaign analysis changes your relationship with the client forever, one minute you are a just a agency guy the next you actually know something
about their business. Everything gets easier after they come to that realisation”
Media Agency
“Quote #5
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integratedcampaign
analysiswww.deandonaldson.com