A flying lesson, or why it's important to connect KPIs to clear objectives - Adrian Kingwell
Measuring off-site traffic - Adrian Kingwell
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Transcript of Measuring off-site traffic - Adrian Kingwell
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Adrian Kingwell, Mezzo LabsFebruary 2014
Measuring offsite.Ad-serving data, social monitoring, competitor
benchmarking
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AD-SERVING
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Definition of ad serving
• The technology that places ads on 3rd party web sites
• Ad serving companies provide software that:– Serves ads– Counts them – Optimises them – Monitors progress of different campaigns
• Two types: – Publisher ad servers – Advertiser (or third party) ad servers
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Your landing page
Advertiser’s site
Ad serving platform
Report
Your conversion page
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How does it help your business?
1. Understand best performing ads, campaigns and creative
2. Optimise best ads– Re-targeting– Behavioural targeting– Contextual targeting
3. Optimise your media budget– Attribution modelling
4. Get a view of what your customers do outside your site
5. Deliver personalised ads
NB You paid for these ads, this is your data
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Vendors
• Adtech• Atlas• Google DoubleClick• Mediaplex
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Doubleclick is owned by Google.
Data connects with Google Analytics Premium, but not much else.
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DoubleClick’s Bid Manager could allow clients to do their own media buying
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Microsoft sold Atlas last year to Facebook.
Why is Facebook interested in this technology?
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Atlas do have good analytics tools, and allow you to connect to their data via an API.
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Mediaplex has united with Commission Junction, Greystripe, Dotomi and Valueclick Media to form Conversant.
“First comprehensive personalized marketing platform that ignites engagement, drives sales and increases ROI.”
“It’s true one-to-one marketing at scale…”
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Summary
• It’s your data, so use it
• Have a say in the technology, don’t let your media agency choose it
• Get a fuller view of the customer, personalise the end-to-end experience
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SOCIAL MONITORING
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Definition of social media monitoring
• Active monitoring of social media channels for information about a company
• Two main factors in online conversation about a brand or topic– volume – sentiment of
• Channels include:– blogs, wikis, news sites, micro-blogging (Twitter),
social networking sites (Facebook), video/photo sharing websites (Vine, Pinterest, Instagram, Snap), forums, message boards
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How does it help my business?
• Find insights into your brands’ visibility on social media– See what consumers think about specific topics,
brands or products– Spot emerging trends – Identify opportunities for engagement – Be alerted to impending crises
• Measure the impact of SM campaigns • Run SM campaigns• Assess competitor activity and share of voice
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Vendors
• Adobe Social• Brandwatch• Onalytica• Radian6• SDL SM2• Synthesio• Sysomos
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Summary
• Use the tool to measure… and respond
• Connecting to campaigns turns social media into a legitimate marketing channel
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COMPETITOR RESEARCH
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Definition of competitor research
• Tools or services that help you understand where you rank against your competition
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How does it help your business?
• Measure digital performance against your competitors– Prove to your bosses that you’re doing a good job
• Benchmark KPIs based on peer group ranking• Identify off-site user behaviour• Improve SEO and content development• Improve advertising and affiliate campaigns
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Vendors
• Alexa• Compete• Comscore• eBenchmarkers• Hitwise• Quantcast
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Hitwise uses both ISPs and opt-in Internet panel providers to deliver its data.
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Summary
• You get what you pay for
• Real power comes from an integrated solution