measuring off-site traffic - adrian kingwell
DESCRIPTION
Measuring Offsite Traffic was a presentation given at Mezzo Labs' "Getting Ahead in Web Analytics" event in February 2014. Topics covered include social media monitoring, ad-server (paid media) tracking and competitor benchmarkingTRANSCRIPT
Adrian Kingwell, Mezzo LabsFebruary 2014
Measuring offsite.Ad-serving data, social monitoring, competitor
benchmarking
AD-SERVING
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Definition of ad serving
• The technology that places ads on 3rd party web sites
• Ad serving companies provide software that:– Serves ads– Counts them – Optimises them – Monitors progress of different campaigns
• Two types: – Publisher ad servers – Advertiser (or third party) ad servers
Your landing page
Advertiser’s site
Ad serving platform
Report
Your conversion page
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How does it help your business?
1. Understand best performing ads, campaigns and creative
2. Optimise best ads– Re-targeting– Behavioural targeting– Contextual targeting
3. Optimise your media budget– Attribution modelling
4. Get a view of what your customers do outside your site
5. Deliver personalised ads
NB You paid for these ads, this is your data
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Vendors
• Adtech• Atlas• Google DoubleClick• Mediaplex
Doubleclick is owned by Google.
Data connects with Google Analytics Premium, but not much else.
DoubleClick’s Bid Manager could allow clients to do their own media buying
Microsoft sold Atlas last year to Facebook.
Why is Facebook interested in this technology?
Atlas do have good analytics tools, and allow you to connect to their data via an API.
Mediaplex has united with Commission Junction, Greystripe, Dotomi and Valueclick Media to form Conversant.
“First comprehensive personalized marketing platform that ignites engagement, drives sales and increases ROI.”
“It’s true one-to-one marketing at scale…”
Summary
• It’s your data, so use it
• Have a say in the technology, don’t let your media agency choose it
• Get a fuller view of the customer, personalise the end-to-end experience
SOCIAL MONITORING
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Definition of social media monitoring
• Active monitoring of social media channels for information about a company
• Two main factors in online conversation about a brand or topic– volume – sentiment of
• Channels include:– blogs, wikis, news sites, micro-blogging (Twitter),
social networking sites (Facebook), video/photo sharing websites (Vine, Pinterest, Instagram, Snap), forums, message boards
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How does it help my business?
• Find insights into your brands’ visibility on social media– See what consumers think about specific topics,
brands or products– Spot emerging trends – Identify opportunities for engagement – Be alerted to impending crises
• Measure the impact of SM campaigns • Run SM campaigns• Assess competitor activity and share of voice
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Vendors
• Adobe Social• Brandwatch• Onalytica• Radian6• SDL SM2• Synthesio• Sysomos
Summary
• Use the tool to measure… and respond
• Connecting to campaigns turns social media into a legitimate marketing channel
COMPETITOR RESEARCH
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Definition of competitor research
• Tools or services that help you understand where you rank against your competition
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How does it help your business?
• Measure digital performance against your competitors– Prove to your bosses that you’re doing a good job
• Benchmark KPIs based on peer group ranking• Identify off-site user behaviour• Improve SEO and content development• Improve advertising and affiliate campaigns
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Vendors
• Alexa• Compete• Comscore• eBenchmarkers• Hitwise• Quantcast
Hitwise uses both ISPs and opt-in Internet panel providers to deliver its data.
Summary
• You get what you pay for
• Real power comes from an integrated solution