I see therefore

I click?Where creative meets analytics

Dean Donaldson, Channel Development EMEA

11th March 2008 – iMedia UK

audience time30%

marketing budget .5%7

what are the

biggest barriers to online

investment?

insufficient metrics52%

productivity

80%service orientated

40%aggregation of data

“Reporting can take a lot of hours.

It’s important because of what it can

tell us, but getting there isn’t half the

battle - it’s the whole thing! Clients

want the results yesterday. Because

it comes to them nice and clean, they don’t realise how much effort it

took to get there.”Media Agency

“Quote #1

“Is creative ready?”

“Has IO been signed?”

“Has publisher approved?”

“Has flight gone live?”

“Am I under delivering?”

“Is it performing effectively?”

more expensive0x1

“…everything from formats to prep-

time needed to set a campaign, all

these constant ‘education’ meetings

are just wasting my people’s time... A lot of hours where we could be thinking about the clients business”Media Agency

“Quote #2

Source: HR Magazine ‘07 / Design Council ‘07

is the key driver of success

innovation

simplesolutions

for complex challenges

“For most of my clients speaking

about online marketing is ‘talking

to babies’. One syllable at a time

and very slow on the uptake.

Very few with any power have

enough knowledge (tall enough)

to ride the big kid rides.”

Media Agency

“Quote #3

Workshop for FlashApplication plug-in

Video Studio

Behavioural TargetingPersonalised Ads

Ads in Desktop AppsInstant Messenger

Widget Ads Social Networking

InGaming AdsOffline monitoring

where creative…

Campaign Monitor Live view directlyon your desktop

Online reporting Quick generation / scheduling

Excel plug-in toolBespoke reporting

Global Campaign Management

Overview for advertises across all territories

…meets analytics

50%average time saving

“Eyeblaster’s Campaign Monitor is a strong showing of forward thinking for tracking online campaigns and supplies us with a

 quick snapshot of concise data”Thomas McIlheran -Senior Media ManagerSicola Martin, US

“Quote #4

“he clicks mehe clicks me not”

6%online population

50%of all display ad clicks

Engagement Post Impression Activity (Sub-Conscious Acknowledgement)

Impression No Awareness (No Conscious Acknowledgment)

Click-Thru Post-Click Activity (Conscious Acknowledgement)

Call to Action Required Response (Conscious Decision) Information Request / Data Capture / Physical Purchase

?

Measuring the true response

Interaction Pre-Click Activity / Post-Interaction (Active Involvement)

Shades of Grey

100%

< 50%

~ 20%

< 0.5%

~ 0.05%

Spend € 200,000.00   € 15.00 CPM

         

      Clicks to landing page         

Impressions 13,333,333   0.5% CTR

      66,667 Clicks

      € 3.00 Cost per click

   

   

Interactions within the ad   

20.0% IR

2,666,667 Interactions

€ 0.08 Cost per interaction

   

   

   

   

1,333,333 Unique interactions

0.5% Conversion rate

6,667 Total conversions

€ 30.00 Cost per conversion

€ 106.36 Difference CTR v IR

Calculating the real cost per conversion

      20.0% Drop-off rate

      53,333 Post click Arrivals

      5,333 Post view Arrivals

      58,667 Total Arrivals

      29,333 Unique arrivals

      5.0% Conversion rate

      1,466.67 Total conversions

      € 136.36 Cost per conversion

         

Media Conversion Costs

combined

40x more likely to interact then click

4.5x conversions in banner then site

Pre-click Interactivity Tracking

Test Drive

Brochure Request

More Information

Best Practice

Track all elements in an adü

Main Click

Rotate

“Dwell-time” =

Brand AwarenessDirect Response

Dummy Data Only

“In-depth post campaign analysis changes your relationship with the client forever, one minute you are a just a agency guy the next you actually know something

about their business. Everything gets easier after they come to that realisation”

Media Agency

“Quote #5

integratedcampaign

analysiswww.deandonaldson.com