Reporting with Advertising Marketing Channels

Transcript

Hey, this is Sean. Today’s video I’ll be taking you through using Adobe Analytics Marketing channels for advertising cloud analysis.

So some learning objectives today we will explain the fundamentals of Marketing channels. We will demonstrate how to use advertising cloud data with those processing rules. And then we will look at how to use the DSP View Through and Click Through attribution models. So quick introduction to Marketing channels. What we want to do is understand the fundamentals of site entry, and what people do on visit one, visit two, visit three, but specifically how they get to your site on those visits. With Marketing channels, we can tie these visits together and know that somebody on the first visit came in on email. On the second visit they came in through display. And on the last visit they came in through natural search. So if we’re using a last touch attribution, we would give natural search full credit. If we’re using first touch attribution, we will give email full credit. So one thing to keep in mind with Marketing channels is this is not a new tool for Adobe. There’s actually a lot of videos out there that currently go into, what Marketing channels are. There’s a lot of webinars. if you do a quick Google search, you’re going to find a lot of stuff in terms of videos and help documents that will explain Marketing channels a little bit more robustly. What we want to do today is get a feel for what a sample cross journey will look like using Marketing channels and then that will help us set the foundation for using it for Ad Cloud data.

So what does it really look like with Ad Cloud data? We can take that same visits and say, well, I know on visit one, they came in through email. On visit two they came in display, but in this case, they actually came in through an Ad Cloud display placement. So what actually happens is two things get set. A Marketing channel processing rule get set but also our Ad Cloud IDs fired. So I know that on visit two, they came in through display on Ad Cloud ID fire. That ID will actually persist across all the visits that that ID does or that person does across their visit or journey. That is a 60-day default persistence you can change that to whatever you like to make sure it flows better with how you guys utilize Marketing channels. But what it allows us to do is it allows us to report on in a sense two versions of the truth and I’ll show you what that looks like in a second. But we can show total persisting revenue, and say well, here’s how the DSP or here’s how search from Ad Cloud performed across all these visits, but then when we do we can stick a last touch or first touch or participation attribution model next to that and get a little bit more of a holistic view in terms of how our Marketing efforts are influencing sites.

Some benefits for using Marketing channels with your advertising cloud data, you just get a more holistic view of your Marketing efforts and the impact it has on site behavior. You can show the value of your View Through and click through. So what we’re going to do is show you how to utilize the View Through and quick through processing rules within Marketing channels. And then we will determine how Marketing channels are assisting or being assisted by other channels.

So let’s jump into analysis workspace and I will show you guys some tricks, some tactics and also a little bit more foundation in terms of what Marketing channels are. Okay, I’m back in analysis workspace within Adobe Analytics. And before I jump into using workspaces with Marketing channels and advertising cloud data, let’s get a little bit more background in terms of how this looks like and how the settings appear within Adobe Analytics. So if you have admin access, you’ll be able to go into the Report Suite settings. That will open up all the report suites that a company has, and each report suite will have their own Marketing channel processing rules. You can highlight one of them so for this example, I’m going to highlight the Ad Cloud integration demo report suite. Under Marketing channels, we can jump into our processing rules. This will open up this tab, which will give you all the Marketing channels that are currently set up. And the reason why they set up in terms of a processing order is cause you got to think about it as more of a waterfall effect, it will look for each of the processing rules. If it doesn’t see it, it will go to the next level. If it doesn’t see that one, it will go to the next level. If it finally finds the rule that that processing rule is designed to capture, it will then say, well, let’s stop here. And it will say, well, I know this entry is a paid search entry or DSP View Through entry or an email entry. Those rules look like this, if I were to open up a paid search, that’s basically saying any rule where an AMO ID in this case an AMO ID is and Ad Cloud ID starts with AL, I know it’s a site entry from Ad Cloud search. If say it’s a natural search entry, it will follow the processing rules and it goes on and on in terms of tracking codes or default rules until it doesn’t find it. So let’s take an example of a real life situation for where process rule will be uncovered. So I go into a Google search and I search for Adobe Photoshop and I click on the ad. When I click on an ad, a lot of tracking codes are appended to that click. It’s the same idea with an Email Click or a natural search click or display click through, codes are appended upon a click and what the process of rules are designed to do is look for those codes and determine what entry this was. With the View Through what we’re actually able to do with the View Through is since there actually is no codes that are appended on the View Through, our View Through rule looks on the back end. And it says well as Ad Cloud EF ID ends in a colon, I, I know that on the back end that this entry was actually someone who was exposed to an ad, and then they entered the site. Okay, let’s jump back into analysis workspace. And we’ll take a look at how to use this data with advertising cloud data and Marketing channels. So in analysis workspace, we have these two accounts. We have a DSP account and a Google account each coming from the Ad Cloud. So I have revenue, so I stuck my revenue next to both of these and what this actually is telling me is total persisting revenue. So if you recall from the slides earlier, I talked about a 60-day default persisting revenue. So like I said, you can change that to whatever days you want, but that code is going to report on all the stuff that happens in 60 days. So if a single ID or user does all this activity within 60 days, it’s going to give attribution to the DSP. So that’s total persisting but what I want to do is I maybe want to sample this by a last touch. So I can take my revenue, if it’s like a second version of this, but what I want to do is I want to get my last touch Marketing channel.

And I can say paid search or I can say last touch click through for a display.

And this is going to take a look at my total persisting revenue. But last touch for search and then last touch for display click through. And you can see here that for total persistent revenue, I have about 5 million, but it’s only attributing 2 million in last touch. And the reason why is because all this data underneath it, there’s Marketing channels who are being attributed for actually being the last channel that saw somebody before they clicked or before they converted. So here’s my $2 million in terms of last touch, about 56% of the time, it’s a last touch page search attribution. But all these other Marketing channels underneath it are actually being part of this. So natural search, affiliates, email, are in a sense taking last touch credit for some of your paid search efforts. You do the same concept with the display account, I could stick my last touch channel into here and say well of the total $9 million where the DSP was part of the journey, and 26% of that is being attributed to natural search, or we’re going to attribute about 2.2 million to DSP users. And then 9% of it will go to email. So we’re able to, in a sense, watch how we’re influencing other Marketing channels. And a good trick of what I like to do with my reports is I like to actually monitor these on a day-over-day basis. So within a lot of my dashboards, I’m going to have a panel that’s dedicated to Marketing channels. So I can highlight these top five. And I can visualize this as an area stacked.

So this is going to show me of the day or days what channels are actually taking last search credit where an Ad Cloud ID was persisting. So most the time, it’s going to end up in paid search. But if I ever see a big drop, or a big increase in one of the Marketing channels day over day, instead of me fumbling around or looking at audits for CPCs, or within the Google accounts and looking at front end metrics, I can actually maybe go to that Marketing channel or that team that manages that channel and say, “Hey, on the email side, you guys saw a big spike in revenue from persisting an Ad Cloud hit, what are you guys doing differently? Is there anything that we can work through?” So it just gives you better ways to audit decreases or increases in terms of your paid media. So let’s take a look at the next analysis. What we want to do with the next analysis is take a look at how each Marketing channel is assisting one another or being assisted by other channels.

So let me create a new panel. And I have a free form panel with revenue and I want to take a look at my Marketing channel. So this is going to give me my default last touch revenue by each Marketing channel. I want to create a participation metric for this, which will expose all touch points and give full credit to each Marketing channel. So I can change this to participation and then I want to see assist just total assists. So that’s a very simple metric in terms of taking my total revenue participation and subtracting it from last touch revenue. This will give me total assists.

Percent. And the next thing I want to do is create a cross tab analysis. So I want to take my revenue participation and I want to put underneath this revenue participation, all the last touch channels. So I actually have here segments I prebuilt.

That take a look at each last touch channel. So I have my emails, my affiliates, my paid search, and it’s a very simple segment it’s basically just saying if there’s a last touch channel equals paid search, I want that segment.

So my first role is natural search. So I’m going to take natural search and we’re sticking underneath there. My second is paid search, my third is View Through my fourth is email, and then I have display click through. And the order which I can highlight them is actually the order it’s going to place into this. So it allows me to create this really nice step down for cross tab analysis. So what does this actually telling me? So this row right here natural search on the horizontal row, it’s actually showing how this channel is assisting other last touch channels. If I want to look at the vertical row, natural search is showing me how natural search is being assisted by these other channels. So it allows me to show an attribution analysis. It’s not the end-all-be-all multi-touch attribution analysis, but it gives you a sense for how other Marketing channels are assisting each other and allows you to create these really cool analysis to show how DSP View Through is helping other channels and allows you to add more credit and show your value a little bit more for those Marketing channels. Okay, so in summary, we went through the fundamentals of Marketing channels, I would recommend you guys do a little bit more research into Marketing channels like I said, there’s a lot of resources out there. There’s a lot of webinars that go through a much more robust walkthrough on what Marketing channels are. But we want to do is we want to set the foundation for how to use Advertising Cloud data with Marketing channels. We went through processing rules, where to find them, and how they work. And then we described a View Through and the click through attribution models and how we can use those for different versions of the truth we can use those to create assist analysis and that way you can add more value to your reports to your recurring reports. And you can use these more advanced attribution activation place. So I hope you enjoyed this video and I will see you again soon. -