Veritone Attribute is a comprehensive attribution analysis solution that's evolving how broadcast advertising data is evaluated. It connects broadcast ads to sources of traffic, such as Google Analytics, to help track and measure the impact of advertising using data-driven insights. Attribute correlates ad events from station playout and ad traffic logs with digital website data from analytics software to get to the core insights behind what’s driving customer engagement. The end result is a complete picture of advertising performance with visibility into the stations, airtimes, and offers that are resonating most with listeners. Armed with this data, you can identify which avenues are delivering the best ROI, and ultimately, make more strategic decisions in your advertising efforts.
The workflow for using Attribute involves the steps identified below. Each of these processes are covered in more detail in other Attribute help documentation articles.
- Create a Folder
- Create a New Advertiser
- Create a New Campaign
- Connect an Advertiser’s Google Analytics
- Review Attribution Dashboard Data
- Export and Download a Report
A client advertiser/brand being managed by a campaign manager. When an Advertiser is created, it’s assigned to the Folder of its associated campaign manager. Each Advertiser contains configuration settings and attribution analytics data on the performance of their ads.
After you create an Advertiser, you will be able to set up Campaigns to track your on-air mentions by log creative and/or live reads. You can set up one Campaign to track all mentions of your Advertiser continuously OR you can set up several Campaigns to isolate each piece of creative or promotion that airs.
A top-level directory designated for a campaign manager to house his or hers Advertisers. A Folder is identified by a campaign manager’s name. It’s designed to serve as an account profile for organizing and managing Advertiser accounts. Each campaign manager in an organization has one Folder, and each Folder can hold an unlimited number of Advertisers.
Organic brand/product mentions that occur in native endorsed reads or during broadcast chatter.
A pre-produced ad captured in programming logs.
A unique property ID that is displayed when Google Analytics is connected to your Advertiser.
A hit to the advertiser’s website by a customer. Attribute measures the volume of visitors to an advertiser’s website within an eight-minute window after an ad or mention was broadcast.
Navigating Veritone Attribute
Attribute is packed with features designed for usability and workflow efficiency. To help you get acquainted with Attribute, we’ll will walk you through each section in the application, provide an overview of the menus and dashboard features, and explain how everything works together.
Each of the following topics are covered in this document:
- Navigate the Left Panel
- Navigate the Advertiser Dashboard Suite
-Dashboard Metrics Highlights
-Detailed Dashboard Reporting
Navigate the Left Panel
Attribute uses a simple, hierarchical folder structure that groups campaign manager advertiser accounts together under a single, unified profile. This allows you to easily organize, access, track, and analyze all of your client data from one centralized location. The left panel provides an alphabetical list of your organization’s Folders along with their associated Advertisers. It also serves as the workbench from which you’ll initiate your workflow — so whether you’re creating a new Folder, adding a new Advertiser, or opening dashboard analytics for a particular client, this is where you’ll begin.
a. New: Create a new Folder or add a new Advertiser to an existing Folder.
b. Search: Look for a Folder or Advertiser by name.
c. A list of Folders for the organization display.
- A Folder is a campaign manager directory that contains a collection of Advertisers.
- Folders with a white corner contain one or more Advertisers.
- Folders that display solid yellow are empty.
- Click on a Folder to open and view its contents.
d. Advertisers are stored in Folders. An Advertiser is a single brand/advertiser client belonging to a campaign manager. Click on an Advertiser to open the profile and view dashboard metrics.
Navigate the Advertiser Dashboard Suite
Attribute’s Dashboard Reporting Suite offers broad transparency into your advertising performance to help you understand what’s working and why. The Dashboard Suite connects data from multiple sources and provides an at-a-glance summary of key metrics as well as the ability to drill down for deeper insight.
a. Advertiser Name: The name of the advertiser or brand being represented.
b. UA number: The unique Google Analytics property ID.
c. Click the blue dropdown arrow to view the following details:
- Spot Data Available: The dates when pre-recorded spot data is first and last available.
- Live Reads Available: The dates when live read data is first and last available.
- Web Data Available: The dates when Google Analytics data is first and last available.
d. Date Range Selector: A tool that allows you to view reporting metrics for a specified period of time.
e. Edit: View or edit the Advertiser Settings, including the name, directory Folder, and ad search criteria.
Dashboard Metrics Highlights
View a high-level summary of key metrics.
a. Visits from ads: The percentage of ad-attributed website visits, calculated by dividing Ad Visits by Total Visits.
b. Total Ads: The total number of live reads and pre-recorded ads.
c. Total Visits: The total number of visits to your website.
d. Ad visits: The number of visits to your website that occurred within eight minutes of an ad airing.
e. New Ad Users: The number of first-time visitors to your website (determined by IP address) within eight minutes of an ad airing.
Detailed Dashboard Reporting
The dashboard package delivers a complete and comprehensive picture of your advertising and attribution analytics. Dashboards feature dynamic, easy-to-understand visual aids (such as charts, graphs, and heat maps) that allow you to quickly and easily measure and compare metrics.
Dashboard reporting is broken into four key areas of impact plus a supplemental section that lets you export and download the dashboard insights as a ready-to-present report. You can navigate between each of the dashboard sections by clicking the tabs across the page. The selected tab is highlighted in blue and the dashboard metrics display below the selected tab.
a. Web Analytics: View a daily and weekly breakdown of website visits to give you a clear view into how your ad is performing at different times of day or days of week.
b. Daypart Analytics: Get a reading on which time frame during the day influences your audience the most by finding the daypart that’s driving the highest website traffic.
c. Placement Analytics: Measure ad performance through a view of ad types and stations and track how many visitors were brought in by each.
d. Creative Analytics: Gain visibility into what messaging is resonating with your audience, which formats are delivering the most impressions, where you’re achieving the greatest customer reach, and which creatives are driving value.
e. Reports: Export and download a ready-to-present report of an advertiser’s dashboard suite data to a PDF or PowerPoint.
For more on Attribute and frequently asked questions, view our FAQ.