Download presentation
Presentation is loading. Please wait.
Published byAvis Ella Austin Modified over 9 years ago
1
242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS 407 251/206/146 202/227/233 141/129/123 Secondary colors 114/181/204 PMS 148 PMS 7458 PMS 7457 PMS 409 93/79/75 PMS 411 233/166/143 PMS 487 © 2010 MediaMind Technologies Inc. | All rights reserved Sales Overview (Internal) Geoffrey King | Sales Engineer, NA September 17th 2010 Analytics v4
2
© 2010 MediaMind Technologies Inc. | All rights reserved ▸ Mission statement ▸ Conversion enhancements ▸ Performance by frequency ▸ Visibility metrics ▸ Unique enhancements ▸ Smart versioning reporting ▸ Miscellaneous Agenda
3
© 2010 MediaMind Technologies Inc. | All rights reserved Mission statement ▸ A more powerful and advanced analytics tool ▸ MediaMind platform look and feel for better user experience ▸ New metrics to improve MediaMind’s data- oriented offering ▸ Enhanced capabilities for analysing creative performance 44pt Arial ALL text is lower case Animation if needed Is “Fade - very fast”
4
© 2010 MediaMind Technologies Inc. | All rights reserved Conversions Increased Capabilities
5
© 2010 MediaMind Technologies Inc. | All rights reserved Conversion data settings ▸ Cookie window enhancements ▸ Introduction of conversion attribution models ▸ Increased path length Animation if needed Is “Fade - very fast”
6
© 2010 MediaMind Technologies Inc. | All rights reserved Cookie window: the predefined number of days where a users actions (impressions and clicks) are considered before a conversion. “ ”
7
© 2010 MediaMind Technologies Inc. | All rights reserved Cookie window example Ad: C Action: Click Ad: A Action: Click Ad: B Action: Click Ad: C Action: Impression Click Window Impression Window Time Day 30252015105Day 0 Click Window Impression Window ExampleImp WindowClick WindowConversion Path 11030Ad: C, B, A, C 2520Ad: B 3515Ad: none Click Window Impression Window Conversion
8
© 2010 MediaMind Technologies Inc. | All rights reserved Cookie window enhancements ▸ Previously: you could only set one window per account and you had to use predefined periods all advertisers in the account needed to use the same window ▸ Analytics v4: you can apply individual rules per advertiser and set any number of days: 1 - 90 Animation if needed Is “Fade - very fast”
9
© 2010 MediaMind Technologies Inc. | All rights reserved Conversion attribution: the method and business rules that govern how conversions are awarded “ ”
10
© 2010 MediaMind Technologies Inc. | All rights reserved Conversion attribution enhancements ▸ Previously: conversion attributed to the last event in the path (imp or click) in standard reports Note: as long as the event was within the defined cookie window Animation if needed Is “Fade - very fast” Ad: C Action: Click Ad: A Action: Click Ad: B Action: Click Ad: C Action: Impression Click Window Impression Window Time Day 30252015105Day 0 Conversion Received 100% of the conversion
11
© 2010 MediaMind Technologies Inc. | All rights reserved Conversion attribution enhancements ▸ Analytics v4: you can now select between three conversion attribution rules: 1. Last event - the current conversion rule 2. Click over impression - new 3. Last click, disregard impressions - new ▸ Each rule can be applied to a particular advertiser ▸ Note: the cookie window also apply
12
© 2010 MediaMind Technologies Inc. | All rights reserved Click over impression ▸ Definition: attributes the conversion to the last click in the path. If no clicks occurred, the conversion is attributed to the last impression Ad: C Action: Click Ad: A Action: Click Ad: B Action: Click Ad: C Action: Impression Click Window Impression Window Time Day 30252015105Day 0 Conversion The previous impression is ignored for the clicked ad in the path
13
© 2010 MediaMind Technologies Inc. | All rights reserved Last click, disregard impressions ▸ Definition: attributes the conversion to the last click in the path. If no clicks occurred, no conversion is counted. Ad: C Action: Click Ad: A Action: Click Ad: B Action: Click Ad: C Action: Impression Click Window Impression Window Time Day 30252015105Day 0 Conversion The previous impression is totally disregarded. Only clicks are included in the path Ad: C Action: Impression Ad: B Action: Impression Ad: C Action: Impression Click Window Impression Window Time Day 30252015105Day 0 Conversion No clicks in the path so no conversion is recorded
14
© 2010 MediaMind Technologies Inc. | All rights reserved Test multiple cookie windows and attributions ▸ Analytics v4: set up to 6 different cookie windows and conversion attribution combinations Animation if needed Is “Fade - very fast” ▸ Select the required rule when running the report and analyse immediately
15
© 2010 MediaMind Technologies Inc. | All rights reserved Path length: how many events (impressions) are tracked in the users path to conversion “ ”
16
© 2010 MediaMind Technologies Inc. | All rights reserved Path length ▸ Previously: only the last 5 events were stored ▸ Analytics v4: track up to 100 events: 10 events: provided for free (industry standard) 11 – 100 events: at a cost Previously (last 5 events) Analytics v4 (up to 100) Imp 9 Time Day 30252015105Day 0 Conversion Imp 10Imp 8Imp 7Imp 6Imp 5Imp 4Imp 1Imp 2 Imp 3
17
© 2010 MediaMind Technologies Inc. | All rights reserved Path length reporting ▸ When creating the report, select a path length Maximum of 50 events can be included in this report
18
© 2010 MediaMind Technologies Inc. | All rights reserved How can we use this? ▸ Provide more extensive analyse ▸ Track as many events as necessary and learn how your audience interact with your brand
19
© 2010 MediaMind Technologies Inc. | All rights reserved Side note on analytics: cookie windows ▸ A study by Mediacom in the US ▸ Cookie window is determined by identifying the point where response rate of test group (exposed) converges statistically with that of control group (non exposed). Animation if needed Is “Fade - very fast”
20
© 2010 MediaMind Technologies Inc. | All rights reserved Increased frequency analysis capabilities Performance by Frequency
21
© 2010 MediaMind Technologies Inc. | All rights reserved Performance by frequency enhancements ▸ New metrics ▸ Advertiser level control of conversion settings ▸ New frequency buckets ▸ Inclusion of dwell rate Animation if needed Is “Fade - very fast”
22
© 2010 MediaMind Technologies Inc. | All rights reserved New frequency metrics ▸ Unique at frequency level: The number of unique users who reached the indicated frequency of viewed impressions ▸ Total impressions to frequency: The sum of impressions viewed up to the indicated frequency ▸ Total conversions to frequency: The sum of conversions recorded up to the indicated frequency for all users ▸ Conversion rate to frequency: The percent of ‘Total Conversions to Frequency’ out of ‘Total Impressions to Frequency’ Animation if needed Is “Fade - very fast”
23
© 2010 MediaMind Technologies Inc. | All rights reserved New frequency metrics FrequencyUniques at frequency Total impressions for frequency Total conversions for frequency Conversion rate for frequency 12611/6 = 16.67% 211022/10 = 20% 331344/13 = 30.7% Totals6134
24
© 2010 MediaMind Technologies Inc. | All rights reserved Advertiser level control of conversion settings ▸ Control the cookie window and conversion attribution model governing conversions
25
© 2010 MediaMind Technologies Inc. | All rights reserved New frequency buckets ▸ Previously: we only tracked frequencies 1–5, all additional frequencies went into the group ‘6+’ ▸ Analytics v4: we track frequencies 1,2,3...30, 31- 40, 41-50, 51-60, 61-70, 71-100 and 100+ Previously Analytics v4
26
© 2010 MediaMind Technologies Inc. | All rights reserved Inclusion of dwell rate ▸ The Dwell Rate metric has been added ▸ View optimal frequency for dwell rate, and accordingly defines the frequency strategy Animation if needed Is “Fade - very fast”
27
© 2010 MediaMind Technologies Inc. | All rights reserved How can we use this? ▸ Learn frequency levels and impressions volumes required to hit desired reach ▸ Analyse the impact of repeat exposures: Direct response: Conversion Rates, CTR User engagement: Dwell Rate and Average Dwell Time
28
© 2010 MediaMind Technologies Inc. | All rights reserved How can I be sure somebody saw my ads? Visibility Metrics
29
© 2010 MediaMind Technologies Inc. | All rights reserved Visible impressions: the number of impressions that were served and viewed by users “ ”
30
© 2010 MediaMind Technologies Inc. | All rights reserved The problems ▸ Ads may be placed so far down a page that they never appear on the screen Increasing number of performance buys ▸ The user bandwidth may be slow and they have scrolled away from the ad before it was displayed ▸ How can I benchmark placements in worse locations on the page against more premium to determine ROI? Animation if needed Is “Fade - very fast”
31
© 2010 MediaMind Technologies Inc. | All rights reserved The solution ▸ Analytics v4: release of visible impression metric ▸ Only counts if ad is viewable for 1+ seconds 728x90 300x 250 Above the fold Below the fold User browser screen (current viewed area) Unit SizeImpressionVisible 728x901Yes 300x2501No On page load Unit SizeImpressionVisible 728x901Yes 300x2501Yes After user scrolled
32
© 2010 MediaMind Technologies Inc. | All rights reserved New visibility metrics ▸ Visible impressions: Number of impressions served that were displayed on screen ▸ Visible impressions rate: The percent of impressions viewed out of the measured impressions for visibility evaluation proposes ▸ Recorded impressions rate: The percent of impressions successfully* recorded for visibility evaluation purposes out of served impressions ▸ Note: this metric is provided at a cost $$$ * In some cases it is not possible to know whether ads were visible or not. For example, when serving ads to IFRAMES. Until June 1, 2011 $2,250 per advertiser for three months of unlimited use. Until January 1, 2011 $7,500 per advertiser for twelve months of unlimited use. Starting August 22nd 2011 An additional $0.02 CPM. In all cases the first month is free.
33
© 2010 MediaMind Technologies Inc. | All rights reserved Visibility reporting ▸ Available in: Analytics reports: Delivery Summary, Campaign Summary Analytics tools: Custom Report Builder Number of recorded impressions = 500,000 Visible impression rate = 100,000/500,000
34
© 2010 MediaMind Technologies Inc. | All rights reserved How can we use this? ▸ Understand quickly how often your ads are seen on sites, influence future buys ▸ Understand how this impacts ROI, does paying for below the fold impression give better ROI? Report source: CRB
35
© 2010 MediaMind Technologies Inc. | All rights reserved Unique Enhancements Greater accuracy and power
36
© 2010 MediaMind Technologies Inc. | All rights reserved Unique impression enhancements ▸ Adjusted unique impression counting ▸ Unique dwell metric ▸ Impression with dwell metric
37
© 2010 MediaMind Technologies Inc. | All rights reserved Adjusted unique: a statistical method for counting unique impressions, aligned with the IAB measurement standards “ ”
38
© 2010 MediaMind Technologies Inc. | All rights reserved Adjusted unique ▸ Previously: we identified unique users based on cookies. This often results in over counting ▸ The problem with cookies? Some users delete cookies Some users block cookies altogether Some users use more than once computer/browser etc ▸ A UK study found that 33% of UK users delete cookies every month ▸ The same study found that cookies are over counted by x5.1 Source: comSore, September 2009 – Proposal for a new Person-Centric Measure
39
© 2010 MediaMind Technologies Inc. | All rights reserved ▸ Analytics v4: a new statistical algorithm to project the number of unique users ▸ Analyses users with reliable cookies as a sample to statistically project the activity of the entire population ▸ Also influences unique; clicks, expanding users, video viewers and dwell. Only available in special report in Analytics Adjusted unique Campaign Frequency = sum of ‘good’ cookie sum of ‘good’ impressions X served impressions
40
© 2010 MediaMind Technologies Inc. | All rights reserved Adjusted unique example User: Geoff (1) Campaign period Time Day 30252015105Day 0 TypeCookiesImpressions Good:12 Bad:22 Total:4 User: Bob (2) Other exposures User: Adrian (4) User: Geoff (1) Bob deleted cookie User: Bob (3) Campaign Frequency = 1 2 X 4 = 2
41
© 2010 MediaMind Technologies Inc. | All rights reserved ▸ Unique Dwell: The number of unique users who spent at least one second engaging with the ad ▸ Impressions with Dwell: The total number of impressions for which users engaged with the ad for at least one second ▸ Found in the following reports: Unique metrics summary report Adjusted unique report Campaign presentation Custom report builder New unique metrics
42
© 2010 MediaMind Technologies Inc. | All rights reserved How can we use this? ▸ Soon to be certified by the IAB ▸ Increased accuracy in counting unique metrics ▸ Apply analysis to the metrics that count
43
© 2010 MediaMind Technologies Inc. | All rights reserved Increased tracking and reporting flexibility Smart Versioning Reporting
44
© 2010 MediaMind Technologies Inc. | All rights reserved Tracking smart versioned changes to creative ▸ Previously: track changes in the ad using the “Ad History” log or two custom reports ▸ The problem? Only PS could generate reports displaying more metrics Difficult to read No context on what the change(s) were
45
© 2010 MediaMind Technologies Inc. | All rights reserved Tracking smart versioned changes to creative ▸ Analytics v4: additional labelling to provide more informative tracking and reporting analysis ▸ Smart Version Group: User defined name for the version of creative that can be accessed in analytics ▸ Smart Version (Y/N) (Reporting Field): Indicates whether the ad unit has a smart version capability
46
© 2010 MediaMind Technologies Inc. | All rights reserved Reporting example ▸ Found in the following reports: Online report (flat and formatted – grouped by ad name) Custom report builder
47
© 2010 MediaMind Technologies Inc. | All rights reserved How can we use this? ▸ Give creative versions informative names ▸ Easily benchmark performance of versions ▸ Vertical comparison to see what performed best
48
© 2010 MediaMind Technologies Inc. | All rights reserved Miscellaneous
49
© 2010 MediaMind Technologies Inc. | All rights reserved ▸ Ability to compare HD video against SD video ▸ New field called ‘Video quality’ ▸ Available in: Video by ad name report Custom report builder Excel Plug-in ▸ Note: HD (>= 1800 Kbps), SD (<1800 Kbps) High Definition (HD) video reporting
50
© 2010 MediaMind Technologies Inc. | All rights reserved ▸ Previously: data capture form data was only accessible from the creative tab Data capture reporting
51
© 2010 MediaMind Technologies Inc. | All rights reserved ▸ Analytics v4: data now available within Analytics and includes scheduling options Data capture reporting
52
© 2010 MediaMind Technologies Inc. | All rights reserved ▸ For agencies who require event data for further in-house analysis ▸ Offered as a service ▸ Data provided: Standard events file Rich events file Conversion events file Metadata Cookie level data
53
© 2010 MediaMind Technologies Inc. | All rights reserved ▸ CC4S reports available in flat excel format ▸ New permissions to limit access to only CC4S data and modules, access includes: Search integration module in MediaMind Search reports in Analytics, including custom reports. Exposure only to relevant display campaigns in the reports ▸ Role: ‘Client - Chanel Connect for Search user’ CC4S reporting
54
© 2010 MediaMind Technologies Inc. | All rights reserved ▸ Analytics v4 now looks like MediaMind! ▸ ‘My Saved Reports’ can now be sorted, customised, filtered, and exported to Excel ▸ Select account from report generation page ▸ Add up to 300 items in filters (was 50) ▸ Run reports directly from the campaign list Interface enhancements
55
© 2010 MediaMind Technologies Inc. | All rights reserved Summary
56
© 2010 MediaMind Technologies Inc. | All rights reserved ▸ Cookie window: New settings take place within 24 hours ▸ Visible impressions: Accurate since January 2010 Provided at a cost (free during beta) By default only collects data for rich media creative ▸ Path length Paths of 11 events to 100 provided at a cost (free during beta) Paths of up to a year can be stored Storing the additional data starts once this feature is enabled To be aware of
57
© 2010 MediaMind Technologies Inc. | All rights reserved ▸ Adjusted unique: Metrics accurate as of May 3 rd, 2010 ▸ Cookie level data: Currently in beta Provided at a cost (free during beta) Not for the faint of hearted, strong customer service required To be aware of
58
© 2010 MediaMind Technologies Inc. | All rights reserved MediaMind Open Workflow Streamlined Ad Serving Analytics v4 summary Actionable Analytics Conversion enhancements Cookie window enhancements Conversion attribution models Path length ($$$) Performance by frequency New metrics (inc. Conv) Increased frequency buckets Dwell rate Visibility metrics ($$$) Unique enhancements Adjusted unique Unique dwell metric Impression with dwell Misc HD vs SD reporting CC4S reporting + role Data capture reporting New analytics interface Smart versioning reporting Cookie level data ($$$)
59
www.mediamind.com © 2010 MediaMind Technologies Inc. | All rights reserved geoffrey.king@mediamind.com +61 (2) 8243 0008 @mediamind_chat @creative_zone
60
© 2010 MediaMind Technologies Inc. | All rights reserved Thank you!
Similar presentations
© 2024 SlidePlayer.com. Inc.
All rights reserved.