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Post Click Analysis
By
The Red BullsHarikrishna NatrajanRajkunvar Jadhavrao
Agenda
What, Why, Who, How, When What is Post click analysis Why Post click analysis Who analyzes How much to analyze How to set up analysis How is data presented When to analyze
What is Post Click Analysis
Most important outcomes of an ad: Response & Revenue
Get a deeper understanding about the responsiveness of an ad at various levels & the revenue thus generated
Why Post Click Analysis
Business Benefits
Segment the users & observe user behaviour
Observe market trends
Rank advertisers & publishers
Technical Benefits
Judge the honesty and accuracy of the system
To understand & fine tune the accuracy of the system
Design & implement learning & tuning algorithms for maximizing future revenue
To build system alerts
− To alert against fraud / discrepancies
− To alert against fatiguing ads
Who Analyzes Publisher
− Find the best performing advertisers
− To profile his users & pitch his inventory to the market
Advertiser
− To gauge the responsiveness of his ads & infer if his campaign message has got through
− To gauge his return on investment
− To find the best publishers
− To plan future campaigns
Ad networks & exchanges
− Operations teams To fine tune the delivery of ads To give feedback to the developers about any issues in the system
− Technical teams To build new algorithms based on the learnings of how the current system functions
in the real world To remove any discrepancies in the system & put up security & fraud detection
policies
How much to analyze
Budget, Requests, Impressions, Fill Rate, Clicks, CTR, eCPM
Geography: Country, Region, City, Locality
Device: Brand, Model, OS & its version
Carrier: Country, Carrier, Circle
Page content: Subject, URL
Event Funnel: For a multiple interaction ad, how many interactions has a consumer completed
If the following information is available via apps which support user profile storage / retrieval: Age, Gender, Income / Purchasing power, Occupation, Likes / dislikes, Hobbies
Custom information which varies from business to business
How to setup analysis
Trackers for various events Cookies, UDID & other device identifiers Info related to the subject of the consumed
content User Profile Retrieval from apps Social Network Integration
How is data presented
Tabular & Summarized data Charts Event Funnels Geospatial data Heat maps Progress Bar
Charts
Share & Domination
Trends
Camparison
Funnel
Viewed: 100
Bought:3
CheckedDetails: 55
Heat Map
When to analyze
Real time analysis: Live campaign performance & to check if campaign budgets are correctly met & capped
Daily review: Daily reports to keep track of progress
Weekly Review: To check weekday & weekend trends & watch out for discrepancies in the system
Monthly Review: To check performance on regular days & during occasions
Quarterly Review: To find the best advertisers, publishers & user segments
Yearly Review: To formulate new plans & strategies