25. Delivery Response Behavioral Conversion
Metrics related to Ad-related audience Metrics that define Ad-driven “sales”*
the media delivery of response metrics the user’s behavior metrics; determine
your campaign; create within the client’s ad the effectiveness of
planning efficiencies or on its Web site media against con-
and optimize media sumer response
= clicks/impressions (CPA) = cost/
conversions
1000 impressions) = views/impressions
conversions/impresions
= cost/clicks usage (e.g., store
(Impressions/reach) locator) value = total revenue/
conversions
Composition of post- Rich media interac-
click/post-impression tion effect on site be-
click to determine messag- haviorSite interaction
ing strategy effects on conversion on paid search
duplication performance
conversion analysis
Friday, August 3, 2012
26. DEFINITIONS & BEST PRACTICE
Audience and Action
2.4.2.3 Web Analytics
-
ductive campaign elements and pathway.
Visits
Web site data tells us how successful our cam-
paigns have been in driving traffic the client’s
site or designated landing page.
Friday, August 3, 2012
39. Havas Digital
Insight
CROSS MEDIA
ATTRIBUTION
Building bridges across Paid, Owned and Earned Media
to optimize media mix efficiencies and effectiveness
May 2012
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40. _______
#2.Think Simple.
Orchestration.
Friday, August 3, 2012
42. #4.Shift in Thinking.
Digital creativity is a plan for arranging elements in
such a way as best to accomplish a particular purpose.
Friday, August 3, 2012
43. #4.Shift in Thinking.
Search, Explore, Discover, Learn, Discuss, Experience
Creativity is The Medium.
http://youtu.be/6fK3TNjR2JY
Friday, August 3, 2012
53. Points to remember
! Complex Behavioral System
! Think Complex
! Behavior Planning
! Shift in Thinking
! Creativity is the Medium
! Define The Role of Digital
Friday, August 3, 2012