Google Analytics Konferenz 2018_Linking DoubleClick & GA 360_Felix Derkum (Google)
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The document discusses how publishers can benefit from integrating DoubleClick for Publishers (DFP) with Google Analytics 360, emphasizing the importance of rich data and audience insights for monetization. It outlines key strategies for successful publishing, including targeting valuable users, customizing experiences, and leveraging analytics for content strategy. The integration aims to unify revenue and monetization insights, improve audience targeting, and streamline data management to enhance long-term revenue growth.
Google Analytics Konferenz 2018_Linking DoubleClick & GA 360_Felix Derkum (Google)
- 1. Analytics 360 Suite DoubleClick for Publishers & Google Analytics 360 How publishers can benefit from linking DFP to GA360: Insights, Revenue & Audiences Felix Derkum Google Analytics 360 Suite, Publisher Lead EMEA
- 2. Felix Derkum Google Analytics 360 Suite, Publisher Lead EMEA
- 3. Google Confidential & ProprietaryAnalytics 360 Suite ● Why Integrations Matter ● DoubleClick for Publishers ● Data In: DFP Reporting in Analytics 360 ● Data Out: Analytics 360 Audiences in DFP ● Dimensions and Metrics ● Q&A Agenda What we’ll cover today
- 4. Integrate For richer data and more meaningful connections
- 5. Google Confidential & ProprietaryAnalytics 360 Suite Impressions Advertisers Ads DistributionPublisher Creation Readers Consumption Subscription While the publisher business model appears simple,
- 6. Google Confidential & ProprietaryAnalytics 360 Suite Impressions Advertisers Ads DistributionPublisher Creation Readers Consumption Subscription Content Creation What are the stories that need to be told? Do we have the tools to create unique content that attracts audiences and potentially converts audiences into subscribers? Content Distribution What are the platforms that are relevant to our readers and subscribers - and what is the right way to reach and engage with stories to them? Data & Infrastructure Are we prepared for the digital future including the right platforms and capabilities? Monetization How to identify new forms of revenue in ad yield and paid content to offset declines? It is actually more challenging than ever before
- 7. © Google Inc. 2016. All rights reserved. The most successful publishers master four areas Target the most valuable users, increase their loyalty and grow your subscriber base Targeting Align people, processes & tech to implement changes, measure and refine Alignment Deliver personalized experiences by providing the right content at the right time in the right way for each reader Customization Integrate media and analytics to manage content better and build deeper insights about readers Integration
- 8. Google Confidential & ProprietaryAnalytics 360 Suite Google Confidential & ProprietaryAnalytics 360 Suite The path to analytics success begins with integration
- 9. Google Confidential & Proprietary believe there are silos in the organisation that prevent access to insights 57% think marketing measurement tools are difficult to use 60% believe their data sources are not well integrated 84% compete mostly on the basis of customer experience 89% Most companies are not making the most of their data Google Confidential & ProprietaryAnalytics 360 Suite
- 10. © Google Inc. 2016. All rights reserved. From insight to impact with Google Analytics 360 Suite Identify your target audience Expand your audience across the entire web Execute your integrated digital campaign Test & optimize Measure performance across channels Share results across the organisation Track data across your digital footprint Analytics 360 Suite
- 11. © Google Inc. 2016. All rights reserved. From insight to impact with Google Analytics 360 Suite AdWords, DoubleClick, etc. Tag Manager 360 Analytics 360 Suite DoubleClick for Publishers DoubleClick for Publishers
- 12. How to get started DoubleClick for Publishers Also known as DFP, DoubleClick for Publishers allows publishers to sell inventory on their websites to advertisers. 1 Data In: DFP Reporting in G360 Brings DoubleClick for Publishers Metrics (Impressions, Clicks, Revenue, and more) into Google Analytics 360 alongside site-side data. 2 Data Out: Share Google Analytics 360 Audiences to DFP 3 Leverage Google Analytics dimensions to build audiences, share those audiences with DFP for targeting.
- 13. What you need to know DoubleClick for Publishers
- 14. Doubleclick for Publishers: What You Need to Know DoubleClick for Publishers allows publishers to sell display, mobile, video inventory on their websites/apps to advertisers. Trafficking Inventory Forecasting Reporting
- 15. Toolkit: Google Analytics 360 & Doubleclick for Publishers Tag Manager 360 - Data Collection Data Studio 360 Data Analysis and Visualization Analytics 360 User Insights Optimize 360 Content Personalization Doubleclick for Publishers Revenue Insights
- 16. Successful Publishers Track Business Health Metrics $ Users Value/ User Depth of Visit Pageviews/ Visit Time Spent / Visit Revenue per Page / User Revenue / Pageview Advertiser Value / User New Users # of New Users Loyalty / Retention Visits / Users Long Term Revenue Traffic & Marketing Acquisition Site Metrics / Editorial Editorial Programmatic & Ad Ops
- 17. Successful Publishers Rely on Data to Power Monetization Monetization Acquisition Audience Content
- 18. Deliver a Unified View of DFP Revenue and Monetization Single Stack & Zero Cookie Loss Capitalize on single stack efficiencies with zero reduction in targetable audience or cookie loss. Simplicity Easy to implement and allows publishers to focus on understanding how their best content and users come together with monetisation to drive long-term revenue. Driving Value with Analytics 360 & DFP Revenue by subject, page and section, top driving authors and top referrals based on revenue. Arguably no other tech provider can deliver a unified view of content and monetisation. Impact of ad load on user engagement, device type, churn propensity, customer lifetime value. Understand the User
- 19. Who are my valuable users? Can I have a central view of my users? What high value content do I need to make? What ad impressions are generated by high value users? How do we send the right ad to these high value users? Successful publishers ask these questions Understand User Grow Right Content Power Ads with User Data 19
- 20. Publishers leverage the Analytics 360 - DFP integration benefits to improve their long term-revenue growth Users Value per user Content insights (GA + DFP) Audience Sharing (GA -> DFP)
- 21. DoubleClick for Publishers Reporting in Google Analytics 360 Data In
- 22. Reporting at a Glance: Publisher Reports
- 23. Reporting at a Glance: Publisher Referrers
- 24. Reporting at a Glance: Top Performing Pages
- 25. Publisher Data Forum Proprietary + Confidential Publisher Data Forum Proprietary + Confidential Page views CPM Bubble size: exit rate Healthcare Automotive Finance Politics TV News Travel Food Sports Education Weather Entertainment * An example from Japanese News industry Discover yield efficiency by content categories Use Case
- 26. Publisher Data Forum Proprietary + Confidential Publisher Data Forum Proprietary + Confidential Page views CPM Bubble size: exit rate Healthcare Automotive Finance Politics TV News Travel Food Sports Education Weather Entertainment Stars - High CPM / low reach ● Opportunities to improve UX ● Boost recommendations for content with low exit rates Cash cows - Highly monetized with strong user attraction ● Opportunities to reduce exit rates? Question marks - strong user attraction but low monetization ● potentials to improve ad slots ● Increase monetization with guaranteed deals Dogs - Low efficiency, low reach ● lowest priority ● further investigation on UX & ad slot placements, attractiveness of content and authors ... * An example from Japanese News industry Define content strategies Use Case
- 27. Google Confidential & ProprietaryAnalytics 360 Suite DoubleClick For Publishers Line Item Reporting in Google Analytics 360 Line Item in Analytics 360 Does it drive engagement and higher monetization? Who interacted with those ads? And where do they come from? Bring the right audiences to your buyers How does it work? Line Item Reporting enables customers who have linked Analytics 360 to DoubleClick for Publishers to have a granular breakdown of their Analytics 360 metrics by DoubleClick for Publishers Line Item. Two new DoubleClick for Publisher dimensions are added to Analytics 360 reporting: ● Line Item ID ● Line Item Name *NEW*
- 28. Google Confidential & ProprietaryAnalytics 360 Suite What does this look like in Analytics 360? DoubleClick For Publishers Line Item Reporting in Google Analytics 360 *These reports do not appear in Segmentation or the API. Line Item ID and Line Item Name are displayed in the following reports* - Overview, Publisher Pages, and Publisher Referrer reports in the Analytics > Behavior > Publisher section of your account, for both primary and secondary dimensions - Custom Reports *NEW*
- 29. 29 Understand how user behavior influences revenue and how ads influence user behavior. +45% Goal: Addition of two new advertisers increased revenue/1000 sessions on a country level basis. Insight:
- 30. Publisher Data Forum Proprietary + Confidential What is unique content that attracts our audiences? Analysis Data source: Japanese News Media Publisher, Google Analytics 360 data, linked DFP entity Average CPM, indexed to 1 (all devices) femalemale Readers ● Significant CPM variations for gender ● Low variations for age ● Average CPM for female users is 1.4X higher than the average ● Some user segments are more profitable than others Findings Data only viewable with DFP integrated with Google Analytics 360 (Reporting integration) Publisher Case
- 31. Publisher Data Forum Proprietary + Confidential What is unique content that attracts our audiences? Have a closer look at users and content Data source: Japanese News Media Publisher, Google Analytics 360 data, linked DFP entity ● Focus on top articles ● Do text mining: What are keywords used in headlines? ● How to categorize the articles according to the keywords used ● Identify where female user have high/low CPM And do further deep dives Survey of 2,910 articles beyond a certain threshold for pageviews 38%Articles preferred by male users (1,810 articles) 62% Articles preferred by female users (1,100 articles) Female mobile users like articles about celebrities and domestic affairs Articles about celebrities has higher yield rather than domestic affairs Publisher Case
- 32. Publisher Data Forum Proprietary + Confidential Increase articles on celebrity topics to boost female user revenues What is unique content that attracts our audiences? Growth of female users due to achieved higher coverage of relevant topic 10% 20% 30% AdX yield impact (net)/month ¥887,000 ¥1,774,000 ¥2,661,000 Data source: Japanese News Media Publisher, Google Analytics 360 data, linked DFP entity Publisher Case
- 33. Target Google Analytics 360 Audiences in DoubleClick for Publishers Data Out
- 34. Build Meaningful Audiences in Google Analytics 360
- 35. Build Meaningful Audiences in Google Analytics 360
- 36. Surface Google Analytics 360 Audiences in DFP UI DFP Audience Module is required for audience targeting audiences to display, video, and app inventory. Feature is accessible for DFP Premium and DFP Small Business Paid contracted publishers.
- 37. Target ad creative to users in GA360 Audience segment in DFP
- 38. Target ad creative to users not in GA360 Audience in DFP
- 39. Performance of GA360 Audience Targeting in DFP
- 40. Show performance of GA360 audience targeting in DFP
- 41. Monetize valuable audiences Acquisition Present business model One strategy fits all readers CLV Maximization Future business models High value / e.g. brand-loyal subscribers Mid value / High frequency casual readers Low engagement / Drop-in readers
- 42. More relevant ads and ensuring advertisers access to more effective audiences. 3.3X CPM Goal: Mobile Intenders: Actively searching for and discussing mobile phone brands and features. Insight:
- 43. Act Make your data work for you
- 44. Google Confidential & ProprietaryAnalytics 360 Suite + Unlock latent audience value by connecting Analytics 360 in and Doubleclick today + Build great content based on better insights and drive ARPU + Convert visitors to subscribers with automated remarketing capabilities What leading publishers do more likely than the mainstream to have a documented data and analytics strategy Why Should you care? 35% Move from inaction to in action Analytics 360 Suite Source: eConsultancy/Google. Leaders are
- 45. Deliver a Unified View of DFP Revenue and Monetization Single Stack & Zero Cookie Loss Capitalize on single stack efficiencies with zero reduction in targetable audience or cookie loss. Simplicity Easy to implement and allows publishers to focus on understanding how their best content and users come together with monetisation to drive long-term revenue. Driving Value with Analytics 360 & DFP Revenue by subject, page and section, top driving authors and top referrals based on revenue. Arguably no other tech provider can deliver a unified view of content and monetisation. Impact of ad load on user engagement, device type, churn propensity, customer lifetime value. Understand the User
- 46. Questions?
- 47. Analytics 360 Suite Thank you Google Confidential & Proprietary