Analytics v4

© 2010 MediaMind Technologies Inc. | All rights reserved

Sales Overview (Internal)

Geoffrey King | Sales Engineer, NASeptember 17th 2010

Analytics v4


▸ Mission statement

▸ Conversion enhancements

▸ Performance by frequency

▸ Visibility metrics

▸ Unique enhancements

▸ Smart versioning reporting

▸ Miscellaneous

Agenda


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


ConversionsIncreased Capabilities


Conversion data settings

▸ Cookie window enhancements

▸ Introduction of conversion attribution models

▸ Increased path length

© 2010 MediaMind Technologies Inc. | All rights reserved© 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.“

”


Cookie window example

Ad: CAction: Click

Ad: AAction: Click

Ad: BAction: Click

Ad: CAction: Impression

Click WindowImpression Window

Time

Day 30252015105Day 0


Example Imp Window Click Window Conversion Path1 10 30 Ad: C, B, A, C

2 5 20 Ad: B

3 5 15 Ad: none


Conversion


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


Conversion attribution: the method and business rules that govern how conversions are awarded“

”


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

Ad: CAction: Click

Ad: AAction: Click

Ad: BAction: Click



Time

Day 30252015105Day 0

Conversion

Received 100% of the conversion


Conversion attribution enhancements

▸ Analytics v4: you can now select between three conversion attribution rules:1. Last event - the current conversion rule2. Click over impression - new3. Last click, disregard impressions - new

▸ Each rule can be applied to a particular advertiser

▸ Note: the cookie window also apply


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: CAction: Click

Ad: AAction: Click

Ad: BAction: Click



Time

Day 30252015105Day 0

Conversion

The previous impression is ignored

for the clicked ad in the path


Last click, disregard impressions

▸ Definition: attributes the conversion to the last click in the path. If no clicks occurred, no conversion is counted.

Ad: CAction: Click

Ad: AAction: Click

Ad: BAction: Click



Time

Day 30252015105Day 0

Conversion

The previous impression is totally disregarded. Only clicks are included in the

path


Ad: BAction: Impression



Time

Day 30252015105Day 0

Conversion

No clicks in the path so no conversion is recorded


Test multiple cookie windows and attributions

▸ Analytics v4: set up to 6 different cookie windows and conversion attribution combinations

▸ Select the required rule when running the report and analyse immediately


Path length: how many events (impressions) are tracked in the users path to conversion“

”


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

ConversionImp 10Imp 8Imp 7Imp 6Imp 5Imp 4Imp 1 Imp 2 Imp 3


Path length reporting

▸ When creating the report, select a path lengthMaximum of 50 events can be included in this report


How can we use this?

▸ Provide more extensive analyse

▸ Track as many events as necessary and learn how your audience interact with your brand


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).

0.000%

0.010%

0.020%

0.030%

0.040%

0.050%

0.060%

0.070%

0.080%

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Latency Window (Day)

Cum

ulat

ive

Con

vers

ion

Rat

e %

Test Control

Response Rates between test group and control group

converges at latency Day 12


Increased frequency analysis capabilities

Performance by Frequency


Performance by frequency enhancements

▸ New metrics

▸ Advertiser level control of conversion settings

▸ New frequency buckets

▸ Inclusion of dwell rate


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’


New frequency metricsFrequency Uniques at

frequencyTotal impressions

for frequencyTotal conversions

for frequencyConversion rate for

frequency

1 2 6 1 1/6 = 16.67%

2 1 10 2 2/10 = 20%

3 3 13 4 4/13 = 30.7%

Totals 6 13 4


Advertiser level control of conversion settings

▸ Control the cookie window and conversion attribution model governing conversions


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


Inclusion of dwell rate

▸ The Dwell Rate metric has been added

▸ View optimal frequency for dwell rate, and accordingly defines the frequency strategy



▸ Learn frequency levels and impressions volumes required to hit desired reach

▸ Analyse the impact of repeat exposures:Direct response: Conversion Rates, CTRUser engagement: Dwell Rate and Average Dwell Time


How can I be sure somebody saw my ads?

Visibility Metrics


Visible impressions: the number of impressions that were served and viewed by users“

”


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?


The solution

▸ Analytics v4: release of visible impression metric

▸ Only counts if ad is viewable for 1+ seconds728x90

300x250

Above the fold

Belowthe fold

User browser screen (current viewed area)

Unit Size Impression Visible

728x90 1 Yes

300x250 1 No

On page load

Unit Size Impression Visible

728x90 1 Yes

300x250 1 Yes

After user scrolled


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 2011An additional $0.02 CPM.

In all cases the first month is free.


Visibility reporting

▸ Available in: Analytics reports: Delivery Summary, Campaign SummaryAnalytics tools: Custom Report Builder

Number of recorded impressions = 500,000

Visible impression rate = 100,000/500,000



▸ 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?

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0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00% Visible Impressions Rate

Dwell Rate

CTR

Interaction Rate

Conversion Rate

Placement

Visi

ble

impr

essi

on ra

te

Report source: CRB


Unique EnhancementsGreater accuracy and power


Unique impression enhancements

▸ Adjusted unique impression counting

▸ Unique dwell metric

▸ Impression with dwell metric


Adjusted unique: a statistical method for counting unique impressions, aligned with the IAB measurement standards“

”


Adjusted unique

▸ Previously: we identified unique users based on cookies. This often results in over counting

▸ The problem with cookies?Some users delete cookiesSome users block cookies altogetherSome 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


▸ 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

CampaignFrequency = sum of ‘good’ cookie

sum of ‘good’ impressions X served impressions


Adjusted unique example

User: Geoff (1)User: Geoff (1)

Campaign period

Time

Day 30252015105Day 0

Type Cookies ImpressionsGood: 1 2

Bad: 2 2

Total: 4

User: Bob (2)

Other exposures

User: Adrian (4)

User: Geoff (1)

Bob deleted cookie

User: Bob (3)

CampaignFrequency = 1

2 X 4 = 2


▸ 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 reportAdjusted unique reportCampaign presentationCustom report builder

New unique metrics



▸ Soon to be certified by the IAB

▸ Increased accuracy in counting unique metrics

▸ Apply analysis to the metrics that count


Increased tracking and reporting flexibility

Smart Versioning Reporting


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 metricsDifficult to readNo context on what the change(s) were


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


Reporting example

▸ Found in the following reports:Online report (flat and formatted – grouped by ad name) Custom report builder



▸ Give creative versions informative names

▸ Easily benchmark performance of versions

▸ Vertical comparison to see what performed best


Miscellaneous


▸ Ability to compare HD video against SD video

▸ New field called ‘Video quality’

▸ Available in:Video by ad name reportCustom report builderExcel Plug-in

▸ Note: HD (>= 1800 Kbps), SD (<1800 Kbps)

High Definition (HD) video reporting


▸ Previously: data capture form data was only accessible from the creative tab

Data capture reporting


▸ Analytics v4: data now available within Analytics and includes scheduling options



▸ For agencies who require event data for further in-house analysis

▸ Offered as a service

▸ Data provided:Standard events fileRich events fileConversion events fileMetadata

Cookie level data


▸ CC4S reports available in flat excel format

▸ New permissions to limit access to only CC4S data and modules, access includes:

Search integration module in MediaMindSearch reports in Analytics, including custom reports.Exposure only to relevant display campaigns in the reports

▸ Role: ‘Client - Chanel Connect for Search user’

CC4S reporting


▸ 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


Summary


▸ Cookie window:New settings take place within 24 hours

▸ Visible impressions:Accurate since January 2010Provided at a cost (free during beta)By default only collects data for rich media creative

▸ Path lengthPaths of 11 events to 100 provided at a cost (free during beta)Paths of up to a year can be storedStoring the additional data starts once this feature is enabled

To be aware of


▸ Adjusted unique:Metrics accurate as of May 3rd, 2010

▸ Cookie level data:Currently in betaProvided at a cost (free during beta)Not for the faint of hearted, strong customer service required

To be aware of


MediaMindOpen 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


New analytics interface

Smart versioning reporting

Cookie level data ($$$)

www.mediamind.com


[email protected]

+61 (2) 8243 0008

@mediamind_chat

@creative_zone

http://creativezone.eyeblaster.com/


Thank you!

Analytics v4

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