The post-view “window” must be adjusted depending on the campaign objective, and thus the lever type: a brand reputation campaign will generate very few post-view conversions in the 48 hours following its exposure, unlike a traffic generation campaign. A tracking and ad serving tool such as DoubleClick Campaign Manager (DCM) allows for comparisons to be made among different campaigns, thanks to the addition of post-view data (in other words, taking into consideration conversions generated after a simple exposure without a click). The last-click perspective must thus be completed by post-view data (also called ‘post-imp’ for post-impression), so that the impact of Display and other levers can be taken into account. For example, if the user clicks on a Display banner before typing the brand’s name into a search engine, and then clicks on an SEA ad to buy the product, the conversion is attributed to the SEA. This last-click attribution model favours the levers that are activated towards the end of the purchasing path, such as Branded SEA (Search Engine Advertising) or Retargeting. This is done using a webanalytics tool such as Google Analytics, Adobe Analytics or Coremetrics. And focused on the last click: the conversion is attributed to the last lever.Deduplicated across all levers: conversions are only attributed once.Hang on… what? Measurement tools generally provide a view into digital marketing performance that is: In general, media business plans and estimates of the plan’s total ROI for the digital aspect are based on a deduplicated last click attribution model across several levers. This is the last yet most important ingredient in creating a business plan, as it helps to create a virtuous circle through performance optimisation, which is then echoed in the next business plan. This thinking leads to budget allocation across different levers, which also takes seasonality and digital/non-digital synergies into consideration.Ī media plan must also include a measurement component. In a first article, we explained that building an annual business plan begins with defining objectives, followed by identifying targets and budget allocation.
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