1. operational KPI framework For NAB Process and Guiding principles
Step 1:
Identify campaign goal
(Pick 1)
Step 2:
Select KPI
based on goal
(Pick 1)
Step 3:
Determine optimization proxy
for to optimize to based on KPI
(Pick 1)
Step 4:
Select other metrics to track and analyze
(Pick multiple)
Operational
Critical to select 1 objective, 1 KPI, and 1 optimization proxy to guide agency ...
...and track multiple "hygiene metrics" to report on
Link to tactical metrics framework, key to prove campaign level ROI
Step 5:
Conduct pilots and tests and apply MMM analysis
to validate that KPIs and optimization proxies are driving appropriate business metrics
(Semi-annual assessment)
1. CPMv = cost per viewable impression; CPCVv = cost per viewable completed view; CPCV = cost per completed view

2. IDENTIFYING CAMPAIGN GOALS & KPI’S Process and Guiding principles
Step 1: Identify campaign goal (Pick 1)
Awareness
Raise awareness for new brands and line extensions.
Awareness
70% of Campaigns will fall into Penetration or Volume
Volume
Purchase intent and sales for long-standing brands.
Volume
Online Conversion
Drive explicit online actions such as votes and redemption (i.e. Game Fuel & Dewcision).
Online Conversion
Advocacy
Advocacy
Drive advocacy amongst loyal base or social good (i.e. Pepsi Refresh).

3. operational KPI framework For NAB
Step 1 :
Identify campaign goal
(Pick 1)
Step 2:
Select Success KPI
(Pick 1)
Step 3:
Determine optimization
metric based on KPI
(Pick 1)
Step 4:
Select diagnostic metrics to track & analyze
(Pick multiple & more)
Display: Cost-per viewable reach
Video: Cost-per-completed / 3s (?) viewable reach
Frequency
Brand Awareness
Awareness
Viewability
Message Association
On target reach
Sponsorship Association
Attitudinal metric
Display: Cost-per viewable reach
Video: Cost-per-completed / 3s (?) viewable reach
Completion rate
Volume
Purchase intent
Response rate +
Sales lift
Cost per completed viewable view (CPCVv)
Download/votes
CPMv & CPM
Online Conversion
Cost-per conversion
Site page visits
Cost per action (CPA)
e-Comm sales
Sales
Advocacy
Comments
Cost-per action
Site visits
Shares
Share rate
Paid/earned ratio
Repeat visitors
Step 5:
Conduct pilots and tests and apply MMM analysis
to validate that KPIs and optimization proxies are driving appropriate business metrics
(Quarterly assessment)