Taming the Marketing Data Beast | Origami Logic Marketing Graph Webinar

Taming the Marketing Data Beast

Heard at ANA Masters of

Marketing 2016

J&J – “Creative use of data has helped us shatter our benchmarks.”

Hallmark Cards – “We need our hands on our data at all times so we can see what's working and what's not and be able to make the right decisions at the right time.”

PepsiCo – “Measuring success every step of the way.”“

The Challenge of Marketing Data

Complex & Dynamic

Proprietary and Confidential – Not for Redistribution

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Marketing data is diverse and complex

CreativesImages

Copy TextVideosApps

StructuresAccountsPropertiesCampaignsAd Groups

PerformanceMetrics

Date / TimeDimensions

Filters

MetadataLocationsSegments

TagsTargets

• Ad Status• Approval Status• Ad Type• Channel Type• Ad Group ID• Ad Group Name• Ad Group Tags• Campaign ID• Campaign Name• Campaign Tags• …

• Impressions• Clicks• Cost• Conversions• Avg CPC• Avg CPM• CTR• Conversion Rate• Avg Position• Quality Score• Bounce Rate• Avg Visit Duration• Pages / Visit• …

• Ad Network• Search Partners• Click Type• Device• Keyword• Top vs. Other• …

Metrics Dimensions Metadata

AdWords Ad

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Simple questions require extensive harmonization to answer

Q: How many impressions did my campaign receive in the US this month?

Display

Social

Email

Website

Impressions Campaign USA MTD

Impressions

Imps / Est. Imps

Opens

Page Views

Campaign / AdG

Message Tags

Metadata

Specific Pages

AdG / Targeting

Page / Profile

Mailing List

Attribute / Dim

Sum Daily

Dimension

Sum Daily

Sum Daily

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Signals often need to be fused across data sources

Organic Platforms• Engagement• Imps / Reach• Consumptions• Clicks

Paid Platforms• Spend• Targeting• Flighting

Social Listening• Earned Engagement• Earned Imps (Est)• Earned Reach (Est)• Sentiment

Execution Tools• Brands• Products• Campaigns• Topics

Dark Post Discovery

Dark Post Discovery

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Marketing data is always changing

Isn’t BI the answer?#alreadysolved?

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BI and visualization tools only solve a small part of the problem

Data Warehouse / Lake

Data Reservoir / Mart

Cleaning, Harmonization, Enrichment, Fusing

Data Collection

Aggregation, Filtering, Segmentation, etc.

Dashboards / Reports / Alerts

Visualization & Export

Ad

Sample Build

Data Collection

ETL

BI Tools

Visualization Tools

Analytics Engine

Need to build yourself

Need to build yourself

Need to heavily customize (add’l

development required)

Need to manage integration between different components

What’s a marketing analyst to do?

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Marketing Graph™

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Marketing Graph™

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AdWords Ad

AdWords Keyword

AdWords Account

AdWords Campaign

AdWords Ad Group

Landing Page

Keyword

Marketing Graph™ Adobe Analytics

Google Analytics View

Bing Ads Keyword

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AdWords Ad

ImpressionsClicksCostConversionsAvg CPCAvg CPMCTRConversion RateAvg PositionQuality ScoreBounce RateAvg Visit DurationPages/Visit******

Ad NetworkSearch PartnersClick TypeDeviceKeywordTop vs. Other******

Ad StatusApproval StatusAd TypeChannel TypeAd Group IDAd Group NameAd Group TagsCampaign IDCampaign NameCampaign Tags******

Metrics Dimensions Metadata

Marketing Graph™

AdWords Ad

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Marketing Graph™

Conversions

Metrics

AdWords Ad

AdWords Ad

ImpressionsClicksCostConversionsAvg CPCAvg CPMCTRConversion RateAvg PositionQuality ScoreBounce RateAvg Visit DurationPages/Visit******

Ad NetworkSearch PartnersClick TypeDeviceKeywordTop vs. Other******

Ad StatusApproval StatusAd TypeChannel TypeAd Group IDAd Group NameAd Group TagsCampaign IDCampaign NameCampaign Tags******

Dimensions Metadata

allowed dimensions:“adContent”,“adFormat”,“adGroup”,***

Auto Created: FalseBackfetchable: TrueDisplay Name: Ad ConversionsGranularity: dayGranularity Display: dailyIs Additive: TrueService: google_adwords***

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Marketing Graph™

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Marketing Graph™ enables data visibility

Explore

Drill Path

Filters

Search

?Drill Down

Options

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The heart of a powerful solution

Full Data Search

Cross-Channel KPIs

Intuitive Dashboards

Rapid Data Ingest

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Definitions vary by vendors

Standard Industry Definition(IAB) YouTube Facebook Twitter

IMPRESSIONS"Measurement of responses from a Web server to a page request from the user browser, which is filtered from robotic activity and error codes, and is recorded at a point as close as possible to opportunity to see the page by the user. "

Views: The number of times people watched or engaged with your video ad.

Note: TrueView video ads views will count toward a public YouTube view count only if the video is longer than 11 sec.

Impression: Each time an ad can be viewed when it enters a person’s screen on the Facebook Audience Network

video_total_views = views which are at least 50% in-view for 2 seconds, per the MRC standard. This MRC view is used for the default VIEW bid_unit for Video View campaigns.

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Example: Video KPIs

Brand Goal Standard Digital Video Metrics Building Custom KPIs

Awareness • Reach• Impressions• View Time, Video Completion Rate (VCR)• Brand Awareness/Lift/Recall

Engagement • View Time• Video Completion Rate (VCR)• User interactions• Click-through rate (CTR)• Brand Awareness/Lift/Recall

Conversions • Cost per Completed View (CPCV)• Cost per Click (CPC)• Cost per conversion (custom)

Learn how the Marketing Graph™ can help you

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About Origami Logic

Purpose: Helping Global Brands Master Their Marketing Performance

Simplify campaign measurement across marketing channelsIncreased transparency into all your dataAgile collaboration - agencies and internal partnersAccelerate time to insight

InsightStudio

Open Platform

Marketing Graph™

Our Platform

Self-Service & Rapid Deployment

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A free marketing performance health check

Contact us: info@origamilogic.com

Increased Productivity

Cost Savings

Agile Transformation

Increased Revenue

Thank You & Questionswww.origamilogic.com | info@origamilogic.com