Sizmek honours :: Data
-
Upload
carlossizmek -
Category
Technology
-
view
63 -
download
1
Transcript of Sizmek honours :: Data
![Page 1: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/1.jpg)
DATA S i z m e k H o n o u r s
March 2015
![Page 2: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/2.jpg)
DECISIONS
![Page 3: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/3.jpg)
3
![Page 4: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/4.jpg)
DATA
![Page 5: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/5.jpg)
What is data? Facts and statistics Collected together for reference or analysis
For reference or analysis Data by itself is useless without action
![Page 6: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/6.jpg)
COLLECT
ANALYSE INSIGHTS
ACTION
![Page 7: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/7.jpg)
7
Imagine you run a café….
![Page 8: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/8.jpg)
8
Period Customers jan 1,000 feb 2,500 mar 1,300 apr 1,000
may 2,200 jun 2,000 jul 1,400
aug 3,500 sep 2,000 oct 1,000 nov 1,500 dec 4,000
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
0 0 0 0 0 0 0 0 0 0 0 0
#REF!
![Page 9: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/9.jpg)
9
Analysis
Insight
Idea
Sales peak during festive & holiday season
No Atmosphere when non-festive, customers aren’t attracted
Create an event calendar to increase footfall during quieter periods
![Page 10: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/10.jpg)
![Page 11: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/11.jpg)
![Page 12: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/12.jpg)
We hate math, say 4 in 10 – a majority of Americans
![Page 13: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/13.jpg)
![Page 14: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/14.jpg)
![Page 15: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/15.jpg)
but people do. ,
![Page 16: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/16.jpg)
COLLECT & ANALYSE
ACTION
![Page 17: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/17.jpg)
Digital Marketing and Measurement
John Wanamaker: father of modern advertising
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
![Page 18: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/18.jpg)
![Page 19: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/19.jpg)
19
COLLECT
![Page 20: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/20.jpg)
Search Display Affiliate Video Mobile Social E-mail
Paid Media Channels
![Page 21: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/21.jpg)
Basic
Del
ivery
Monitor cost
§ Planned vs. Actual § Over and Under Delivery
§ Pacing
Calculate extended metrics
§ Impressions: CPM § Clicks: CPC
§ Video Views: CPV § Effective Cost Performace
§ eCPM
Verif
icatio
n
Brand Safety § Negative Content § Content Categories
Geo-Delivery § Country level
§ Region/City level
Viewability § Recordable Rate § Viewability Rate
§ Avg. time on screen § Avg. ad % on screen
Audience § Age
§ Gender § Income
![Page 22: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/22.jpg)
Rich
Med
ia
Direct
§ Expand / Collapse § Play / pause § Sound on / off
§ Replay § Custom Interactions § Automatic Events
Indirect § Frequency § Ad Duration
§ Dwell (Engagement) § Unique Viewers
Vide
o
§ Video Starts § % of video viewed
§ Sound mute on / off § Replays
§ Full screen § Unique viewers
![Page 23: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/23.jpg)
![Page 24: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/24.jpg)
ANALYSE
![Page 25: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/25.jpg)
![Page 26: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/26.jpg)
![Page 27: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/27.jpg)
Not All Sales Are Equal
![Page 28: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/28.jpg)
![Page 29: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/29.jpg)
Attribution Models
But how do we decide how credit should be rewarded?
![Page 30: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/30.jpg)
Fractional Attribution
Linear Bathtub Customised Time Decay
![Page 31: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/31.jpg)
31
![Page 32: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/32.jpg)
Fractional Attribution
Linear Bathtub Customised Time Decay
![Page 33: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/33.jpg)
Big Data Attribution Leverages statistical or machine learning techniques to distribute credit
Looks at data points that rules-based attribution doesn’t typically look at
Can sometimes be black-box
![Page 34: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/34.jpg)
34
Advanced Attribution Pain Points The Challenge
![Page 35: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/35.jpg)
ACTION
![Page 36: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/36.jpg)
![Page 37: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/37.jpg)
Adaptive Planning
![Page 38: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/38.jpg)
![Page 39: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/39.jpg)
39
![Page 40: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/40.jpg)
The Rise of RTB
![Page 41: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/41.jpg)
![Page 42: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/42.jpg)
![Page 43: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/43.jpg)
43
![Page 44: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/44.jpg)
![Page 45: Sizmek honours :: Data](https://reader034.fdocuments.in/reader034/viewer/2022042615/55a644d71a28abed148b45be/html5/thumbnails/45.jpg)
THANK YOU