Sizmek honours :: Data

DATA S i z m e k H o n o u r s

March 2015

DECISIONS

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DATA

What is data? Facts and statistics Collected together for reference or analysis

For reference or analysis Data by itself is useless without action

COLLECT

ANALYSE INSIGHTS

ACTION

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Imagine you run a café….

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Period   Customers  jan   1,000  feb   2,500  mar   1,300  apr   1,000  

may   2,200  jun   2,000  jul   1,400  

aug   3,500  sep   2,000  oct   1,000  nov   1,500  dec   4,000  

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#REF!

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Analysis

Insight

Idea

Sales peak during festive & holiday season

No Atmosphere when non-festive, customers aren’t attracted

Create an event calendar to increase footfall during quieter periods

We hate math, say 4 in 10 – a majority of Americans

but people do. ,

COLLECT & ANALYSE

ACTION

Digital Marketing and Measurement

John Wanamaker: father of modern advertising

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

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COLLECT

Search Display Affiliate Video Mobile Social E-mail

Paid Media Channels

Basic

Del

ivery

Monitor cost

§  Planned vs. Actual §  Over and Under Delivery

§  Pacing

Calculate extended metrics

§  Impressions: CPM §  Clicks: CPC

§  Video Views: CPV §  Effective Cost Performace

§  eCPM

Verif

icatio

n

Brand Safety §  Negative Content §  Content Categories

Geo-Delivery §  Country level

§  Region/City level

Viewability §  Recordable Rate §  Viewability Rate

§  Avg. time on screen §  Avg. ad % on screen

Audience §  Age

§  Gender §  Income

Rich

Med

ia

Direct

§  Expand / Collapse §  Play / pause §  Sound on / off

§  Replay §  Custom Interactions §  Automatic Events

Indirect §  Frequency §  Ad Duration

§  Dwell (Engagement) §  Unique Viewers

Vide

o

§  Video Starts §  % of video viewed

§  Sound mute on / off §  Replays

§  Full screen §  Unique viewers

ANALYSE

Not All Sales Are Equal

Attribution Models

But how do we decide how credit should be rewarded?

Fractional Attribution

Linear Bathtub Customised Time Decay

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Fractional Attribution

Linear Bathtub Customised Time Decay

Big Data Attribution Leverages statistical or machine learning techniques to distribute credit

Looks at data points that rules-based attribution doesn’t typically look at

Can sometimes be black-box

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Advanced Attribution Pain Points The Challenge

ACTION

Adaptive Planning

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The Rise of RTB

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THANK YOU