Analytics story & MediaMind

Digital Analytics: Data to Stories to Communication

#rfintent

index

It’s a Tangled World!

Not So Virtuous cycle

DATA Analysis

Marketing

Channels

and Analytics is like your Refrigerator

You expect something ‘new’ each time you open it. You know how many times you open it….

The Analytics Syndrome TM – These conversations are regular!

Media Buyer: “We got awesome CTR. We doubled the traffic.”

Digital Marketing Manager: “Awesome”

Analyst: “Your bounce rate is awful”

Digital Marketing Manager: “How do I fix it?”

Analyst: “Remove non-qualified traffic”

Where is the problem?

Our data points are mostly Slow and Disconnected

5 step Solution:

Step one is to force us to identify the business objectives upfront and set the broadest

parameters for the work we are doing. Sr. Executives play a key role in this step.

Step two is to identify crisp goals for each business objective. Executives lead the discussion,

you’ll play a contributing role.

Step three is to write down the key performance indicators. You’ll lead the work in this stop, in

partnership with a “data person” if you have one.

Step four is to set the parameters for success upfront by identifying targets for each KPI.

Organization leaders play a key role here, with input from Marketing and Finance.

Step five, finally, is to identify the segments of people / behavior / outcomes that we’ll analyze

to understand why we succeed or failed.

Your Objectives need to be DUMB

D = DoableU = UnderstandableM = ManageableB = Beneficial

# source: Mr. Avinash Kaushik’s blog

Smart KPIs

# source: Mr. Avinash Kaushik’s blog

KPIs& More

# source: Mr. Avinash Kaushik’s blog

One needs a smart partner for this.

Mediamind in Action!

Mapping overlapping traffic across publishers

Observation• Publisher H , I and J had a 100% traffic overlap. i.e. each and every consumer had seen

the advertisement from other publishers as well

Action:• Media plan was altered and inventory was shifted publishers having minimum overlap

Result:• Removing publisher H, I and J – Less spillage & Cost saving.

Mapping frequency for better creative deliveries

Observation:• In the above example, After Frequency 4, the unique to served impressions were consistent but the CTR had dropped from 3% to 1%

Probable reason:• This could be because the user had been previously reached via other channels and was not interested to click even after seeing the advertisement.

Action :• Frequency was capped to 3min and 5 Max for all publishers to avoid the repetitive reach.

Result:• This helped us in saving ¼ of the total budget and which in turn was used

to reach New and unique users

Conversion analysis for efficient utilization of budgets

Observation• In the above example, Publisher A and D has highest reach, however

Publisher E and F have better post click conversions rate.

Action:• Media inventory was shifted across publishers having high post click

conversion as the marketing objective of the campaign was driving visits to landing page.

Result:• This helped us achieve 140% of the planned visits within specified budgets

Driving deliveries by increasing visibility

Observation:• Publisher D and G had the lowest screen share and visibility duration and had delivered

low CTR.

Action:• Ad placements were changed on publisher D and G having increased ad visibility.

Result:• The CTR of publisher D and G reached the average campaign CTR

Digital: Art + ScienceMost undervalued Analytics tool: Communication

Tell a story!

A remarkable campaign!