case study - integrated analytics platform for digital ads
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AnIntegratedAnalyticsplatformforDigitalAds
Target Audience for the Case Study: Digital Marketing and Analytics professionals
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AnalysingDigitalCampaigns:CurrentSituation
• Google Analytics and Facebook Analytics offer limited, standardized metrics for analysis
• To push efficiencies, deeper and more actionable analytics needed
• Integrating custom analysis parameters within existing platforms has limitations
• Deeper analysis is time consuming, as it involves considerable back and forth between Google Analytics, Facebook Analytics and Custom Parameters
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TheSolution:AnIntegratedAnalyticsplatform
• A custom analytics system that integrates Google Analytics, Facebook Analytics, and Custom-defined metrics with the ability to slice and dice the data in multiple ways
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HowItWorks? • All metrics in one, customizable pivot table
• Set date ranges, & custom ranges such as weekdays/holidays
• Create custom metrics on-the-fly (For example - Revenue per 1000 impressions)
• Custom properties such as Price ranges, Ad themes, Headlines, Ad copy, Visual elements, etc. available within the table
• Organize & track A/B tests with Custom A/B Test Dimensions
• 10+ Dimensions in a flat table (vs. 2 for Google Analytics)
• 15+ Drilldowns for Dimensions (vs. 5 for Google Analytics) 4
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Facebook Analytics
Google Analytics
Integrated Analytics Platform
Dimensions Campaign, Ad, Ad Set, Audience, Age, City
Landing Page, Source, Medium, Campaign, Ad Content, Date, Week, Month, Devices
All FB & Google dimensions + custom dimensions such as Headlines, Adunit Types, Price Ranges, Product Names, Campaign Themes, Duration,
Acquisition Metrics
CPM, CTR, Reach, Freq, Spend
Visits, Pageviews, Unique Visitors
All FB & Google metrics in one place
Behaviour Metrics
n/a Bounce Rates, Pages per visit, Visit Duration
All FB & Google metrics + Custom metrics such as: %Dropoffs, %Interested Visitors, %Product Page Views
Conversion Metrics
Conversions, CPAs, Revenue, based on 1, 7, 30 day attribution
Conversions, Revenue, CPAs, Product View%, Cart View% and other Custom Goals
All FB & Google + custom metrics such as Revenue per 1000 impressions, %Click to Transaction, %Spillover to ‘Direct’
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Results • Analysis time reduced by up to 90% with no back
and forth between different platforms and custom parameters
• Test Campaign Budgets decreased by 75% • Minimum Sample sizes decreased by 75% • Conversion Rates increased by 100% • Avg. Campaign pausing time decreased from 4
days to 1 day
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NextSteps(InProgress) • By observing patterns based on Behavioural metrics for Ad
Campaigns, we can predict which Ad Campaigns are likely to perform even before any Conversions are observed. For example: o Facebook Newsfeed campaigns having Bounce Rate below X%, ProductView
% above Y% and Product-Page-Drop-Off% less than Z% are likely to perform well
o Facebook Right Column Ad Campaigns landing on Product Pages, having Pages per visit lesser than ‘X’ and Product Page Dropoff% more than Y% should be discontinued as they are not likely to perform
• Create Daily Dashboards that show current status and predict which campaigns are likely to do well
• Automate and Create mini-algorithms for Pausing Ads, thereby increasing efficiencies
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AppendixA:Screenshots
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UnlimitedDimensionsinaflattable(vs.2forGoogleAnalytics)
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Acquisition,ConversionandCustomBehaviouralMetrics‑Allinoneplace
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UnlimitedDrilldownsforDimensions(vs.5forGoogleAnalytics)
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