How is Veritone Attribute different than other attribution tools on the market?
- Data is gathered by Attribute in near real time, making results immediately available
- With the use of Artificial Intelligence, Attribute can also track live reads* and organic mentions* to provide more insight beyond pre-recorded spots
- Attribute gives its end-users the ability to customize the attribution timespan to a timeframe that works best for the campaign rather than being confined to an industry standard of 8-minutes
- Data integrity is paramount and preserved through automated integrations preventing the ability to manipulate system generated information
Which Advertiser Categories and Campaigns Work Best?
Typically direct-response campaigns, compared to traditional branding campaigns, elicit a stronger consumer response but any campaign with a clear call-to-action (CTA) to visit an advertiser’s digital property with Google Analytics can be measured. Categories that frequently show a strong attributable response include: Automotive, Telecommunications, Legal, Internet, and Travel to name a few.
What if my client does not have Google Analytics?
That’s okay, helping your client add Google Analytics is straightforward! Google Analytics is free to get started and remains free for small businesses (under 5 million impressions per month). It’s beneficial for advertisers to setup Google Analytics to glean valuable, actionable insights about their audience and consumer behavior.
Simply guide the advertiser to https://analytics.withgoogle.com to learn more. Once Google Analytics is setup on an advertiser's web property, invite them to connect to Attribute via a simple email authentication process and Attribute will do the rest!
Once Google Analytics is connected to Veritone Attribute, you can begin to understand campaign effectiveness and offer guidance to your client(s).
My client is worried about privacy and a 3rd party connecting to their web analytics, how can I assure them?
The data connection request is a secure system connection to data providers like Google Analytics. Once the data connection is established through the advertiser's consent, the application will request only the necessary information it needs to perform the correlation and attribution between the advertisers' web properties’ and the ads tracked in Attribute. The scope of this data is limited to ‘Read and Analyze’ which means the Attribute application or its users can not edit or delete any information. Furthermore, the advertiser can discontinue the connection at anytime.
As a user of Attribute, you’ll have insight into a subset of the advertiser's analytics that pertain to the campaign and the advertiser will not see any of the Attribute dashboards unless you choose to share the reports.
Once Google Analytics is setup, can I see data prior to the date we started?
Veritone Attribute will fetch Google Analytics data up to two years in the past from the date connected if the advertiser has analytics data dating back that far.
Once the advertiser connects its Google Analytics, an easy way to view this historical data is to toggle on the ‘Compare Dates’ feature to establish a baseline and compare the historical period to the campaign period to derive potential campaign lift.
How do we know that Ad Visits are a result of a given campaign?
The visits that take place within the Custom Attribution Timespan are correlated to the ads that ran during the campaign date range. If you see a lift in Visits during the campaign time range, it’s a strong indicator that the campaign (i.e. creative, CTA, daypart etc.) is effective.
How do we know if the campaign is working?
With the data received from the client’s Google Analytics based on a specified attribute timespan, you can make logical inferences between a campaign and the response the target audience had on the advertiser’s web properties. One way to assess campaign performance is to establish a benchmark** by using the ‘Compare Dates’ feature in order to evaluate pre and post campaign progress.
Attribute is designed to provide directional guidance and insights into which campaigns are effective based on factors such as time, duration, station, ad type (in-content vs. pre-recorded) as well as other aspects. This information is based on correlations, not exact measurements.
How long does it take for data to populate?
Once a campaign is created and an advertiser connects its Google Analytics account, correlated insights will populate in near real time. Following the initial data connection, the dashboards will update on an hourly cadence.
I used a previous attribution product, can I migrate my advertisers?
Unfortunately no, but there’s a good reason! Due to the application’s complexity and permission requirements, Attribute requires advertisers to connect their Google Analytics directly via its simple email authorization process. Doing so permits Google, along with other data providers, to grant Attribute data rights on a go-forward basis on behalf of the advertiser.
Can I track more than one creative in a campaign?
Yes, any creative information that is provided by way of your station’s automation or traffic logs is accessible for campaign targeting and tracking. Simply search for your creative name or other campaign attributes in the ‘Pre-Recorded Spots’ section of the campaign and results that match will auto-populate.
You also have the ability to track multiple campaign creatives continuously or to isolate different pieces of creative to track promotions individually.
What if the ad copy or creative changes?
If advertisements change, there is no need to create a new campaign as you can edit an existing campaign to include additional creative or keywords as needed. If your preference is to not make campaign changes, you can also configure the campaign to continuously track advertiser names, rather than specific creative names, to capture any related creatives and promos that run throughout a campaign flight.
The attribution window can be customized, is there a best-practice around this?
Yes, primarily, work with your advertiser to learn what you can about its audience and cross-reference that information with your knowledge of the campaign, call-to-action and dayparts (i.e. drive time or evening viewership). Keep in mind that the longer the attribution timespan, the more potential interference you may introduce and the weaker the correlation may be. While use of custom attribution windows are recommended on a campaign-by-campaign basis, we encourage you to use a shorter attribution timespan (i.e. the 8 default) when possible to best illustrate the campaign’s the directional impact with minimal interference.
After an ad airs it experiences a decay curve. Depending on the CTA, consumer response to an advertisement can occur within minutes of the broadcast and the decay occurs thereafter. For instance, 45-minutes after a spot airs, there may only be a couple of subsequent consumers that respond to the call-to-action because the majority of the consumer action was taken immediately.***
How do I customize a report?
You can customize reports with contact information and export in either PowerPoint (PPT) or Portable Document Format (PDF). Additionally, you can include your broadcast logo for a whitelabeled report and you can also include the advertiser’s logo for a co-branded report.
In Daypart Analytics, how are Ad Visits tracked?
An Attribute ‘Ad Visits’ is similar to a Google Analytics ‘Session’ but unique in the sense that it’s a user session on the advertiser’s digital property that was produced within the attribution timespan of an advertisement. Attribute’s ‘New Ad Users’ are unique, first-time users that visited the advertiser’s digital property within the described attribution timespan.
When will the data be visible to the client?
This is entirely up to you. When you have data that you would like to share, you can create a report and provide it directly to your client. When you are connected to an advertiser’s Google Analytics, the client cannot see any of the dashboards in Attribute unless you share a report.
Fields to Search: Am I restricted to search “Event Name” data only?
Your station log data contains a lot of valuable information which may also include creative names based on how it was trafficked. Depending on what data fields your station is providing to Attribute, you may be able to search by other fields such as Artist Name, Advertiser Name or even by fields that may contain the creative’s ISCI code. For questions on what data is accessible to you and best practices for searching in Attribute, please contact your Customer Success Manager.
*Included in expanded solution and requires ingestion of the customer's media
**Tip on benchmarking: If you know the website's pre-existing traffic levels throughout the day, you can use that as a benchmark in order to identify the campaign's specific impact and effectiveness through any increase in traffic
***Additional Attribution Timespan guidance: Understand and estimate about how long you think it takes between a user hearing the campaign CTA on-air and interacting with the advertiser's website. Eight minutes is an accepted standard but can be modified based on the understanding of the targeted audience and the marketing message.