Datalicious workshop on digital data, campaign measurement and optimisation at upcoming ad:tech

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We're excited to announce that Hamish Ogilvy, our Head of Data, will be running a workshop on digital data, campaign measurement and optimisation at the upcoming ad:tech event in Sydney

The workshop will be held from 10-1pm on Wednesday, March 9th, and will cover a diverse range of topics from standardisation of metrics over digital data sources and their limitations to advanced media attribution and targeting to reduce media waste.

It doesn't matter whether you’re agency or client side, the workshop will enable you to make better data driven campaign optimisation decisions through a combination of marketing theory and hands-on group exercises.

For more information on the workshop and to register please visit the official event page.
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ADMA presentation to Macquarie Bank on effective campaign measurement and media attribution

How effective is your campaign measurement? Are you just reporting numbers or are you actually generating actionable insights that support cross-channel media optimisation and enable performance benchmarking and knowledge transfer across campaigns?

Have a look at our recent ADMA organised presentation below to Macquarie Bank on effective campaign measurement, it covers a lot of stuff from developing standardised metrics framework over current technology limitations to multi-channel media attribution. 

There are a lot of visuals and not much text so if you would like us to present to your team as well just give us a call on 1300 209 601 and ask for Chris.

Click here to download:
201102 ADMA Macquarie Measurement V1.pdf (7.01 MB)
(download)

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Visible Measures: Video analytics service launched benchmarking and seeded vs. viral comparison

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The online video monitoring service Visible Measures has just released some interesting new features but unfortunately they're only visible for paying customers.
 
Category benchmarking: Trends now automatically benchmarks campaigns against all relevant categories for demographics and distribution. For example, you can see how demographics for Evian's Live Young compare to beverage industry averages as well as campaigns using animation, humor, and music.

Seeded vs. viral Breakdowns: You can now see how much much activity for each campaign was the result of brand-driven video placements (i.e. seeded) and how much was the result of community-driven video placements (i.e. viral). Understanding the seeded vs. viral breakdown of an online video campaign is critical to understanding its overall performance.

For more information or a free account visit the official website.
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Sneak preview of Visible Measures new social video campaign tracking tool

This new social campaign measurement tool looks quite interesting, I especially like the overview for each video including reach, comments and ratings.

Check out their publicly available charts below on the top 10 ad campaigns and dig a little deeper in the help section if you want to find out about their methodology (the detail is pretty thin though).

Top 10 advertising campaigns

Help section on methodology and definitions

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Measuring social media performance still fairly unsophisticated

It looks like most marketers are still missing the point of social media, at least their metrics for success are not reflecting it.

According to the latest eMarketer chart below most marketers still rely purely on traffic to their websites as the key success metrics. What about customers complaining about a brand, they won't go and visit the companies website, right? Or take the new online store on Facebook, customers might never have to leave the social network anymore in the future.

If you agree that pure referral traffic alone is a bad measure for social media success have a read through our earlier blog post on social media measurement tips and tools to get some ideas of how to do it right.

Read the full eMarketer article here

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