广告数据分析PPT.ppt

* Complimentary tools for different use cases Campaign Monitor One-click reporting (POWERPOINT GENERATOR) Report Generator (ONLINE REPORTING) Custom Report Builder- custom reports or service Advanced Analytics (Plug-in for Excel) * Before the first thumbnail is scribbled on a napkin, you must define the goals of your campaign: What do you want to achieve, how much of it do you want to achieve, and what measurement best communicates the two? Once your goal is defined in terms of collectable data, ask how the creative execution drives towards that goal. And, when the campaign is finished, an in-depth data analysis is crucial to leverage your past experience to better optimise future campaigns. Increase your success metrics by basing your creative plan on sound analytical strategy. * Site Overlap. Accurately measure unique users contributed by each publisher. Identify when publishers overlap to deliver multiple impressions to the same user. Site Overlap provides clarity about the effect of each element of your media plan. * Its a busy world and so much is fighting for our attention... Times have changed. We are in the instant digital world. Its fast-paced learning. Time is now even more precious. Now in this fragmented world it is about grabbing a few moments of my time. We have to learn to build brand moments We need a new way to measure those brand moments, we need to measure time!! Reveals difference between interest and intent * If I usually do something, and as a result I spent twice as long than the average on the page, it’s telling me something - Brand moment is being built. If they are doing something as a result, it is telling me something. That that brand impact has not caused me to invest more of my time. So how do we measure time? How do we give it a value? “Dwell Time” is the latest answer from Eyeblaster to try an answer online where TV currently fails – whether the user was in front of the TV or not. It is a solution to justifying the aud