In This Article
Campaign best practices
How to optimize 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 their 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 the use of custom attribution windows is 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), a majority of the consumer response to an advertisement can occur within minutes of the broadcast after which the decay occurs. For instance, 45-minutes after a spot airs, there may only be a couple of subsequent consumers responding to the call-to-action because the majority of the consumer action occurred closer to the spot airing.
Understand and estimate 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 with your client. Use our insights to make recommendations on how to optimize campaign performance.
Google Analytics is easy to set up and free for small businesses (under 5 million impressions per month). It’s beneficial for advertisers to set up 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 concern remains, 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. For the most effective strategy to reach a compelling lift, a high frequency schedule is recommended. Consider running ads at least 8-10 times per day.
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 a creative as needed and garner a more powerful call to action. Through the Attribute Dashboard, you can 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 the creative may not be strong enough, use the data to reinforce what you already know, that a fresh new approach may be in your client’s best interest. Show the data to your client and work together to make improvements, such as recommending a mix of ad length and content to generate the best results. Compelling creative and ensuring the call-to-action to visit the website is the star generally promotes a higher lift. For best results, mention the URL 3 times, and even propose the idea of including a promotion or deal with a defined timeline that will drive audiences to the website
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).
Overall, be proactive and pivot where needed.
If you're not seeing a campaign perform as desired, you can always start with these three areas to optimize:
Content and/or creative
Veritone Attribute is a powerful aspect of your campaign management and with proper guidance, can have an impact on client relationships and revenue.
Check out our case study to learn how two Texas radio stations helped a local farmers market increase their web traffic by nearly 9%.