Measuring off-site traffic - Adrian Kingwell

Adrian Kingwell, Mezzo LabsFebruary 2014

Measuring offsite.Ad-serving data, social monitoring, competitor

benchmarking

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

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

Doubleclick is owned by Google.

Data connects with Google Analytics Premium, but not much else.

DoubleClick’s Bid Manager could allow clients to do their own media buying

Microsoft sold Atlas last year to Facebook.

Why is Facebook interested in this technology?

Atlas do have good analytics tools, and allow you to connect to their data via an API.

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…”

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

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

Summary

• Use the tool to measure… and respond

• Connecting to campaigns turns social media into a legitimate marketing channel

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

Hitwise uses both ISPs and opt-in Internet panel providers to deliver its data.

Summary

• You get what you pay for

• Real power comes from an integrated solution