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Webinar brought to you by
Oct 15th, 2014
Measurement of TV impact on web traffic & conversion
1 #tatvicwebinar
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Our speakers
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Founder & CEO of Tatvic
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Founder & CEO of e-dialog
Ravi Pathak Siegfried Stepke
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About e-dialog
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• Founded in 2003
• 20 employees
• Markets: D-A-CH and CEE, subsidiaries of international companies
• Industries: all which benefit from online marketing
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About Tatvic
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• Leading Web Analytics Consulting Company
• A GA, GTM & Google Adsense Optimization Certified Partner
• Products: Tatvic Excel Plugin, Price Discovery Engine & Anomaly Detection
• Over 3000+ Happy Customers
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Outline of this webinar
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Second Screen Effect
Method for Understanding Users from TV
Analysis & Expected Outcomes
Beyond Analytics | ACTIONS | Programmatic Marketing
Post Processing vs. Pre-Processing
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Watching TV Yesterday:
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Picture Credits: http://www.vintag.es/2012/02/old-pictures-of-die-hard-new-york.html
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Watching TV Today:
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Only the Kids? No: Everybody!
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• Looking up information related to TV Program: 34%• Looking up product information for an Ad on TV: 27%• Looking up coupons/deals related to TV Ad: 22%
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Picture Credits: http://www.torsionmobile.com/2012/04/28/second-screen-use-a-rising-trend/Data by Nielsen: http://www.nielsen.com/us/en/insights/news/2012/report-u-s-media-trends-by-demographic.html
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About $$: Utilize TV Spend better
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40% of Media Budget is spent on TV (depending on country), therefore
• Measure it‘s effect
• Optimize it: media plan, Ads, placement, time
• Leverage the second screen effect!
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Picture Credits: http://barnraisersllc.com/2012/07/7-best-practices-digital-agencies-doing/
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Outline of this webinar
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Second Screen Effect
Method for Understanding Users from TV
Analysis & Expected Outcomes
Beyond Analytics | ACTIONS | Programmatic Marketing
Post Processing vs. Pre-Processing
#tatvicwebinar
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Current Measurement Landscape
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Online behavior
Offline behavior
• Interviews• Audience Recall• Audience
Measurement (TAM,TRPs etc)
• Web Analytics tools Data
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Limitations of Offline Measurements
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• Geographical reach
• Demographic reach
• Sampling errors
• Cost, etc.
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Current Measurement Landscape
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Online behavior
Offline behavior
• Interviews• Audience Recall• Audience
Measurement (TAM,TRPs etc)
• Web Analytics tools Data
DIRECT
INDIRECT
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What to Measure?
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• Longevity of Impact of Advert
• Size of Impact of advert
• Any Interesting long term benefit
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What to Measure
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Visitors
Subscribers
Shoppers
Buyers
Repetitive Buyers
Fans
Your E-commerce Funnel
Focus
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How to Measure?
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Data Unification
• Unify Web Analytics and TV Ad Spots Data
Impact Size
• Statistically measure change in key metrics before and after TV Ad airs
Impact Longevity
• Measure Time Duration for which the change in metric is visible
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Data Sources
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TV Advertisement Data
• Timestamp
• Network (TV Channel)
• TV Show
• Duration
• Market (National / Regional)
• Day of week
• Cost, etc.
Web Analytics tool Data
• Returning Users
• New Users
• Organic Searches
• Revenue
DateTime
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9:0 9:1 9:2 9:3 9:4 9:5 9:6 9:7 9:8 9:9 9:10 9:11 9:12 9:13 9:14 9:15 9:16 9:17 9:18 9:19
Use
rs in
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Time In Minutes
Effect of TV Ad Campaign
Effect of TV Ad Campaign - Ecommerce
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Longevity
Impact Size
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Airing started
Upper Limit of Expected value
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Beware of
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• Expectations of Boss, Clients
• Data quality issues from Agency
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• Adverts running on multiple Networks at same time
• Combined impact of other media (print)
• Other unknowns that can impact traffic
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Outline of this webinar
20
Second Screen Effect
Method for Understanding Users from TV
Analysis & Expected Outcomes
Beyond Analytics | ACTIONS | Programmatic Marketing
Post Processing vs. Pre-Processing
#tatvicwebinar
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Longevity of Impact
• Used statistical technique (paired t-test) to measure the impact duration
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Morning Noon Prime Morning Noon Prime Morning Noon Prime Morning Noon Prime Morning Noon Prime
channel1 44% 19% 62% 67% 13% 63% 76% 50% 6% 75% 57% 0% 12% 97% 40%
channel2 80% 68% 0% 13% 12% 57% 0% 36% 97% 59% 60% 67% 0% 99% 78%
channel3 22% 34% 90% 20% 61% 31% 0% 0% 36% 0% 31% 5% 0% 87% 99%
Monday Tuesday Friday Saturday Sunday
Morning Noon Prime Morning Noon Prime Morning Noon Prime Morning Noon Prime Morning Noon Prime
channel1 4 5 4 4 1 1 2 3 3 1 4 NA 3 2 5
channel2 4 4 NA 4 1 4 NA 1 5 2 2 3 NA 2 4
channel3 1 3 3 4 4 5 NA NA 4 NA 2 4 NA 5 5
Monday Tuesday Friday Saturday Sunday
Optimize the Media Schedule
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No.of Spots of Unique Adverts over a week
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% of relative change for 5 minutes Key Metric
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Outline of this webinar
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Second Screen Effect
Method for Understanding Users from TV
Analysis & Expected Outcomes
Beyond Analytics | ACTIONS | Programmatic Marketing
Post Processing vs. Pre-Processing
#tatvicwebinar
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Post Processing
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• Provide TV Mediaplan (xls, XML, …)
• Process Data after collection
• Reports available after
– 4 hrs (Google Analytics Premium)
– 1 – x days (Google Analytics, logfiles, other tools)
• Allows to optimize next TV Flight
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Realtime Processing
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• Detection
o Provide Mediaplan in advanceo Problem: Mediaplans are not very accurate and on air time can
change spontanously
o Detect ad in the moment when it gets broadcasted Via Image and Sound recognition
• Processing
o In realtime detection and reporting
o Immediate chance to react!
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Reports by TV Channel
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• Traffic and Engagement Rates like Bounce rate, Pages/Visit or Visit duration
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Picture Credits: Webtrekk
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e-commerce and placement details
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Details also on• Channel• Ad / Creative• Ad Block (programm, show, movie)• Presence of competitor in same block
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Better have second-granularity
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• Details (in German): http://www.e-dialog.at/blog/tv-tracking-die-wirkung-von-tv-werbung-auf-online-traffic
• To destinguish more than one spot within a certain timeframe the tracking system should be capable to provide data based on seconds
• Otherwise traffic can not beattributed to the rightplacement (only to thechannel „TV“)
Picture Credits: Webtrekk
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Outline of this webinar
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Second Screen Effect
Method for Understanding Users from TV
Analysis & Expected Outcomes
Beyond Analytics | ACTIONS | Programmatic Marketing
Post Processing vs. Pre-Processing
#tatvicwebinar
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We need to be there, right now!
30 #tatvicwebinar
Picture Credits: pr_ip Primus Inter Pares https://secure.flickr.com/photos/35889705@N04/8244170737/
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1: Search: Google AdWords
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• Get all the searches for brand and product or service!
• Increase budget during TV spot and further 30 mins tremendously!
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2: Display
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• Your Ad needs to be on any publishers site, where your audience might surf during the commercial break
– Publishers
– Social networks
– Webmail
• Solution: Trigger campaign via RTB/RTA for 10-30 minutes
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3: Your Homepage
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• During the ad (+30 mins) your Homepage should communicate nothing but the ads message
• Trigger via TV Tracking, publish programmatically
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Picture Credits: https://www.gliffy.com/examples/wireframes
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Use your competitors Money!
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• Trigger all of the above, WHEN YOUR COMPETITOR spends a lot of money on TV and people search for services, that you also offer!
• Realized via live detection and programmatic tools.
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Ravi Pathak
Tweet us @Tatvic
#tatvicwebinar
Thank You!
Siegfried Stepke
Tweet us @e_dialog
Watch the full Recorded Webinar Video