Sizmek honours :: Data

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

March 2015

DECISIONS

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

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1

0 0 0 0 0 0 0 0 0 0 0 0

#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

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

The Rise of RTB

THANK YOU

Sizmek honours :: Data

Technology

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