Digital Marketing-terms 2

the unique IP address of the user's computer; a time stamp showing the date and time of the request; the URI of the requested resource; a status code confirming the result of the request; the file size of the returned resource; the URL of the referring page; other information supplied by the 'user agent' (typically browser type/version, language and operating system).

A server log typically contains what kind of information for every browser request it receives?

Web Analytics

Allows you to measure how many browsers engage with your website. Where they came from what browsers and operating systems are used. Can only tell you WHAT happened on your site, it can NEVEr tell you why. Humans: The ability to analyze the what and infer the why.

Web server logs

Everytime your web server receives a request for a resource (a file) on your website, it stores details of that request in its server access logs. Depends on a variety of factors, including the way the server itself is set up, the format of the log files it produces and the settings of the user's browser.

Audience Currency

Introudce an online GRP metric , providing reach and recency reporting of viewable impressions

Page Tagging

Involves putting a small piece of code on every page of your site that you want to track. Whenever a visitor requests the page the code sends information (gleaned in much the same way as that recorded in the server log file) and sends it to your chosen provider. Tracking code is included on every page of your site that you want to track so that robot and spider traffic is effectively filtered out. Grown with the rising popularity of software-as -a-service concept (SaaS). Fuelled by the introduction of free, powerful and highly configurable analytics services like StatCounter (www.statcounter.com) and the very popular Google Analytics

Gross Rating Points "GRP"

Is an established offline metric and is defined as the cumulative number of impressions generated by an ad campaign. The impressions reported should be viewable under the IAB definition. It is calculated by multiplying the audience reached (as a percentage of the total audience) by the frequency the ad was shown.

"Below the Fold

In a part of the page that the user doesn't actually see or the ad may be served to a non human visitor (A bot or spider)

Real Time Bidding "RTB"

Programmatic trading. A techniques of PPC to display advertising. Instead of the ads being sold beforehand in the traditional way, the inventory is auctioned to the highest bidder as the page is being assembled based on attributes, either explicit or inferred of the user as reflected in the cookies stored on their browser. Relies on cookies so accuracy becomes a problem. The start of behavioral targeting and re-targetinging

Paid

Properties that it pays for its messages to appear Results in more visibility through sponsored results for particular keywords Ex: Ads

Owned

Properties that the business has total control over Ex: Website Measurement: Web Analytics

Earned "Unpaid"

Properties where other people talk about products and services. Loss of control Ex: Social Media

Search Engine Optimization

Relies on the premise that when users search with a search engine, they are not actually searching the entire Internet, only the index of the Internet. Tactics taken to improve the visibility of a website to searchers using Internet search engines such as Google, Bing, Yahoo, etc. One of the most outsourced aspects of online communication.

Earned Media

Media where a marketers presence is not determine by what they spend, buy by how interesting people think their company and its products and services are. Social Media in a broad sense.

Impression

Shift from a served to a viewable impression standard

Page views:

Simple and straightforward, this is the number of pages viewed by your visitors over a given period.

Post Impression

Simple first step is to add dropping a cookie on a person's browser when they see an ad, then recognizing it when that person comes to the advertiser's site to convert Includes the halo effector display media on sales. Have to make sure the correct time limit is set for sales to be attributed to a display impression (called cookie window)

Click to Call Map look ups Coupons Check-ins or scanning quick Response codes Mobile wallets

The increasing use of smartphones make what types of strategies being tried to close the loop?

Ten times Greater

The value of cross channel commerce is ____ greater than that of e-commerce.

Cost per conversion (CPC):

This is basically a calculation of the total cost of advertising (or of a particular advertising campaign where you've tagged the ads so that your analytics software can differentiate resulting traffic) divi

Conversion Rate

This is the proportion of visitors to your site who go on to perform a predefined action - such as complete a purchase, subscribe to your online newsletter, register on the forum, fill in an enquiry form or any other conversion factor you've defined. Naturally the higher your conversion rate, the more of your visitors are carrying out the actions you want them to perform on the site, and the better your site's performance (to get an idea of some average conversion rates across a variety of online business categories see http://index.fireclick.com).

True

True of False: A KPI is ALWAYS a metric, a metric is not necessarily a KPI.

Unique Visitors

Un-duplicated single user visits to a given property

500 billion

What is the total ad spending worldwide?

160 billion

What is the total digital ad spending worldwide? Increased by 20%

46%

What percentage of ads are actually viewable by people?

Advanced/Fractal Attribution

Where sales are weighted by the combination of media used

Persistent third party cookies

cookies that are set by a domain other than the one you're visiting and that persist beyond the scope of your existing browser session. ould be used to track visitor behaviour across multiple websites on different domains, building up a picture of users' behaviour as they surf the web. large ad-serving and tracking companies can potentially use cookies to build up profiles of user behaviour across all the websites that they serve without explicit consent from the user

KPI (Key Performance Indicator)

n their document Web Analytics: Key metrics and KPIs (G Creese and J Burby, Washington, DC, 2005), the Web Analytics Association (WAA) defines a KPI in the context of web analytics as: KPI (Key Performance Indicator): while a KPI can be either a count or a ratio, it is frequently a ratio. While basic counts and ratios can be used by all Web site types, a KPI is infused with business strategy — hence the term, 'Key' — and therefore the set of appropriate KPIs typically differs between site and process types.

1. Analyse the web access logs created by your own web server 2. Embed some code "Page tag"

What are 2 main ways of collecting information about your website visitors?

Panel Based Ad server based

What are 2 parallel, incompatible advertising currencies?

1. Social Media 2. Give distorted view of how different channels perform in a customer

What are 2 reasons for why the click is diminishing?

1. Whole Attribution 2. Advanced/Fractal Attribution

What are 2 types of attribution?

Daily Unique Visitors Avg time spent per daily unique within 5 user quintiles from most to least time spent Volume of content shared to Facebook, twitter, linkedIn and YouTUbe per unique visitor The application of Unified IDs

What are 5 other sources of data, in addition to monthly unique visitors? These 5 data points if made available as standard measures, will paint a far more textured view of the web's leading properties than exists today and infuse audience data with real meaning.

Conversion rate Page Views Absolute Unique Visitors New V retiring Visitors Bounce Rate Abandonment Rate Cost per Conversion

What are 7 generic web based KPIs that can be useful? plus dashboard or overview page.

1. Raw data is available for analysis -Page tag requires changes to website and tacking can only begin when changes have been made 2.Every transaction your web server makes is recorded in the log file. -Page tagging relies on settings in the visitors' browsers (such as JavaScript being enabled), so a certain (small) proportion of visitors may go undetected. 3. data collected in your log files are your data, and are in a standard format that makes it easy for you to migrate to analytics software from a different vendor, use more than one package to give you a broader view of your data, and analyse historical data using any log file analysis program you choose. -Page tagging solutions usually mean you're locked in to the relationship with your chosen provider - if you change providers you typically have to start collecting data again from scratch. 4. log files capture visits by search engine spiders and other automated bots as well as human users. Although it's important that your analytics software can differentiate these from your human visitors, knowing which spiders have crawled your site and when can be important for search engine optimization. -Page tagging solutions typically overlook non-human visitors. 5. Server logs record information on failed requests, giving you insight into potential problems with your website; page tagging, on the other hand, only records an event when a page is successfully viewed.

Advantages of Log File Analysis

-The tagging code (typicallyJavaScript) is automatically run every time the page is loaded, so even viewing a cached page will generate a visit. Because viewing a page from a cache doesn't require communication -is easier for developers to add customized information to page tagging code to be collected by the remote server. log file analysis, custom information that's not routinely collected by the web server can only be recorded by appending information to the URL. -can collect data based on events that don't involve sending a request to the web server, such as interactions with Flash, AJAX and other rich media content. -Cookies are assigned and handled by the page tagging service; with log file analysis your server has to be specially configured to use cookies. -will work even if you can't access your web server logs.

Advantages of Page tagging

Attribution Modeling

Advertisers are looking to move AWAY from Last click wins and instead find ways of attributing value more accurately across all the channels they use in order to max the effectiveness of their overall spend. Barriers between measurement of different channels are starting to break down

Abandonment rate:

Comes in a variety of flavours - it basically highlights the proportion of your visitors who start down a predefined conversion funnel (a series of pages leading to a target action, or conversion) but bail out before committing to the desired action. The classic example is visitors dumping an e-commerce shopping cart before checking out, or abandoning the checkout process.

Absolute unique visitors:

The number of individuals who visited your site over a given period (as opposed to visitors, where each returning visitor is counted again).

Bounce rate:

The number of people who arrive on your site, scan the landing page and then leave immediately. This is an important metric, because it can highlight either that your traffic isn't targeted enough (your keyword choices might be too generic) or that your landing page design and content aren't delivering what the visitor expects.

Five Part Digital Marketing Measurement Solution 1. Impression 2. Audience Currency 3. Ad Units 4. Brand Ad Performance metric 5. Brand Attitudinal Measures

The participants in the 3MS initiative turned the 5 principles into ____. One of which was to establish an audience Currency: an online Gross Ratings Point metric, providing reach and frequency reporting of viewable impressions.

Hybrid Analytics solution

Ability to combine log file analysis and page tagging methods within the same anlytics suite. Analyse all of the data, and consolidate the information to present seamless reporting to the analyst. Offer the most comprehensive solution. No analytic solution is 100% accurate

Brand Ad performance Metrics

Define standard and transparent metrics for view through reporting and cumulative social activity

"Last click Wins"

Direct response led to a situation where the entire value of a conversion is attributed to the site that delivered the customer to the transaction site ready to convert. This is a attribution model but flawed.

Brand Attitudinal Measures

Establish standards and vendor validation to improve the methodology for online brand attitudinal studies

Cookies

Small files that are sent to the users browser and stored on their local hard drive. Store unique ID that allows the site to identify a returning visitor, store site preference and personalization settings and help to track that visitors navigation around a website. Allow websites to deliver a better user experience to their customers and allow a more accurate tracking of web statistics Potential privacy issues. best practice to include an entry in your site's privacy policy explicitly stating what you use cookies for, what information they contain, and who (if anyone) that information is shared with.

New vs returning visitors:

The proportion of your visitors who have been to your site before, assuming the analytics package can recognize them (ie they accept and haven't deleted cookies).

Key Performance Indicators "KPIs"

They INDICATE progress (or lack of it) in areas that are KEY to your website's PERFORMANCE. Used to distill key trends from complex, often disparate pools of data and to present them as a series of clear, unequivocal indices, a snapshot of how your organization is performing at any given time. They let you extract meaning form your data at a glance. Creating a regular snapshot that allows you to monitor the performance of your marketing over time. Give you an immediate sense of the overall health of your marketing, but also help to highlight potential problems, and point you in the right direction before you delve deeper into you data looking for solutions. Crucial to monitoring your marketing performance effectively and allowing you to make informed decisions for continuous improvements

Making Measurements Make Sense "3MS)

This aims to make digital media more hospitable to brands by evolving the way the value of interactive advertising is measured and it intends to make digital media measurement directly comparable to those of traditional media, while maintaining the ability to evaluate the unique value that interactive brings to brand campaigns. One of the most important initiatives to result from these difficulties is _____, which was launched in the US by the American Association of Advertising Bureau in Feb. 2011.

Hypertext transfer protocol (HTTP)

Used to Get around limitations from using IP address and remember site settings that help to improve the user experience and identify individual users

KPIs are always clearly aligned to strategic business goals. KPIsaredefinedbymanagement:Decisionmakershavetoidentify,define and take ownership of the key drivers of their organization's success. KPIs are tied to value drivers critical to achieving key business goals: They should represent the 'deal breakers' in the pursuit of your organizational goals. KPIs need to be based on valid data: You only get out what you put in. KPIs need to be quantifiable: You have to be able to measure your KPIs in a consistent and meaningful way over time. KPIs need to be easy to understand: They should be a barometer of your site's performance - a quick glance at your KPIs should tell anyone in your organization, from management to trainee, how well your website is performing. KPIs can be influenced by, and used as triggers for, positive action: One of the main values of KPIs is that they immediately highlight where your organization 'could do better' and highlight areas where action is required to get things back on track.

What are 7 ways to tell the difference between a KPI and a metric?

1. Improved targeting of advertising 2. Improved efficiency the process of delivering it

What are the 2 main benefits of RTB?

1.Privacy Legislation 2. Consumer increasingly taking action to block or delete cookies 3. Growing importance of mobile ecosystems that DO NOT allow third party cookies

What are the 3 main problems with cookies?

Owned Paid Earned

What are the 3 types of media available to marketers?

Move to a viewable impression standard and count real exposure online Online Ad must migrate to a currency based on audiences impression not gross ad impressions Create a Transparent classification system Determine interactivity metrics that matter for brand marketers Must become increasingly comparable and integrated with other media

What are the 4 principles of "3MS"?

Whole Attribution

When sales are attributed one by one to each channel in use by the advertiser

Why Testing is Vital

When you can measure, you can test, and when you can test you can make changes based on actual visitor behavior. You eliminate the guesswork, which in turn eliminates much of the risk.

Ad Units

implent a classified system and taxonomy for banner, rich media and streaming video ads.