In this article:
- Campaign best practices
- How to analyze and communicate campaign results to your clients
- How to leverage Attribute's data to improve campaigns
What if the dates I compare my campaign to show a bigger lift than when the promotion was activated?
Verify that you have selected dates that occur prior to the campaign start date. For example, you may want to look at the previous 30 days or even the same month in the year prior to your campaign. Once connected, you will have access to 2 years worth of your clients’ Google Analytics data.
Be aware of potential seasonality. If the baseline period is a peak season for your client, this should be taken into consideration for comparison.
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 directional impact with minimal interference.
After an ad airs it experiences a decay curve. Depending on the call-to-action (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.
Understand and estimate about how long you think it takes between a user hearing the campaign call-to-action 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.
What if my advertiser has concern over providing access to their Google Analytics data?
This is an opportunity to be consultative to your client and outline how the transparency from web analytics alone is important for transparency and combined with Veritone Attribute, can optimize campaign performance.
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.
Once Google Analytics is connected to Veritone Attribute, you can begin to understand campaign effectiveness and offer guidance to your client(s).
If there is still hesitancy, consider proving your client an NDA if there is not one in place.
What if the lift is minimal?
Evaluate your campaign holistically, it’s important that everything works together. Is your client running spots or promotions on other outlets or mediums?
Having the ability to show even incremental lift will underscore effectiveness and you can dissect areas for optimization and apply that to your approach in real time.
My client’s Campaign isn’t performing as expected, what now?
The great thing about Veritone Attribute is that you can be proactive and help guide your client to adjust creative as needed, and to garner a more powerful call to action. Through the Attribute Dashboard, you can also view what duration, creative, and timing resonates best with your clients’ audience(s).
Ask: Is the target customer likely to respond to the tone, approach, and timing you’ve implemented?
What if my client’s creative is outdated or includes a weak call to action?
For example: “visit us online” (weak) versus “visit geico.com today to save 15%" (strong)
If you are seeing minimal lift and have determined that that creative may not be strong enough, use the data to reinforce what you already know, that a fresh new approach maybe in your client’s best interest. Show the data to your client and work together to make improvements.
What if the programs that reach our smallest audience group generate the best results?
While you may have a good idea of what is working already, you may be surprised to find that certain audiences are more responsive during times outside of your typical placement. This simply reinforces that you are reaching the right audience, even if not the biggest audience (quality over quantity).