Practical Advice on Location-Based Measurement and Attribution - Gladys Kong, UberMedia
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The document discusses location-based measurement and attribution in advertising, emphasizing the importance of understanding how location data is defined and collected. It outlines key questions marketers should ask about data accuracy and measurement methodologies, including how exposed visits are calculated and the significance of valid control groups. Additionally, it highlights that media planning decisions affect the reliability of measurement reports, and stresses the need for transparency and education in interpreting measurement data.
Practical Advice on Location-Based Measurement and Attribution - Gladys Kong, UberMedia
- 1. Gladys Kongkathy@salientmg.com CHIEF EXECUTIVE OFFICER, UBERMEDIA LOS ANGELES, CA ~ JUNE 13 - 14, 2018 | DIGIMARCONWEST.COM #DigiMarConWest Practical Advice on Location- Based Measurement and Attribution KEYNOTE
- 2. Location Attribution: Measuring AD ROI Customizable Break Out Parameters Across Location Visitation Metrics and Reports
- 3. Evaluating location data measurement providers? Here are 5 questions you should always ask 1. How is location determined and why is transparency important? 2. What systems are in place to account for misleading data? 3. How are exposed visits calculated and reported? 4. How are control groups built? 5. How will media placement affect measurement?
- 4. How is location defined? The way in which “location” itself is defined greatly affects whether devices are seen as present in actual campaign locations after seeing an ad, or merely as being in the vicinity. QUESTION #1
- 5. Point & Radius Precise Boundaries
- 6. What systems are in place to account for fraudulent or misleading data? In order to ensure data accuracy, it’s wise to ask vendors what systems they have in place to account for fraudulent or inaccurate data like faulty GPS coordinates or unreliable device patterns. QUESTION #2
- 7. • Where does the data come from? Mobile apps? • What’s the precision on the data? • Are data collected from GPS only? • Are there filtering processes to remove fraudulent data? To better understand data collection
- 8. How are exposed data visits calculated and reported? There are big distinctions between reported numbers that reflect the “raw value” of exposed visits and those reporting “extrapolated exposed visits.” QUESTION #3
- 9. Raw Visits vs. Extrapolated Visits Extrapolated Exposed Visits provide an estimate of the physical foot traffic in a location based on mobile device activity. Using a mathematical model, mobile device activity is extrapolated by factoring in things like GPS usage, request frequency data sampling, dwell time and other parameters to reflect a more accurate estimate of the total number of exposed visits seen in a real-world location Raw Value is the actual count of devices exposed to an ad that have been tracked in campaign locations
- 10. How are control groups built? • A control group represents the people who were not exposed to advertising. • The key to creating a valid control group is ensuring apples-to-apples comparisons between the demographic and geographic audience targets of the campaign and the characteristics of the control, or non- exposed, group. QUESTION #4
- 11. Device Activity: Because highly active devices are both more likely to be served an ad impression and to be seen in a location, the same mix of activity levels should be present in the control and exposed groups Control Groups: The Importance of Apples-to-Apples Comparisons Demographic and Geographic Similarity: A valid control group should match as closely as possible to the demographic and geographic audience targets of the campaign For example, if an auto brand targets women in the Los Angeles DMA but the control group incorporates men and women throughout the US who were not exposed to ads, the control group is not similar enough to legitimately compare to the exposed group. Also, this can skew the lift results, because the lift percentage is derived from a far broader unexposed group who visited a dealership.
- 12. How will media planning and placement affect measurement? • Marketers may not realize the impact their media planning decisions can have on location-based measurement. • Things such as campaign duration, audience targeting and media placement each affect the ability to measure campaigns precisely and reliably. QUESTION #5
- 13. Marketers hold the reins, too • Impression Volumes • Campaign Duration • Targeting • Media placement • Media-related decisions marketers make have an inherent effect on the precision and reliability of the numbers in their campaign measurement reports.
- 14. Media Choices and Measurement Data Reliability Targeting: Simply put, the broader the target, the better the chances of delivering an ad to someone who then visits a location. Media placement: Simply put, the broader the target, the better the chances of delivering an ad to someone who then visits a location. Impression Volumes: Most measurement providers require marketers to reach impression volume minimums to ensure that there is enough data to provide statistically significant results. However, simply meeting the impression minimums does not guarantee good results. Campaign Duration: As a rule of thumb, the longer campaigns run, the better when it comes to generating a substantial amount of data to provide analysis.
- 16. Top Takeaways • In the world of mobile location data, there’s an acute need for more robust education and understanding of what’s behind the information that marketers receive in measurement and attribution reports • In order to fully understand how your campaigns are being measured, it’s important to know the key ingredients that go into the measurement: 1. Data 2. Location 3. Methodology • Be practical in what you measure, make sure decisions can be made from results of your measurement • Transparency is key to build trust between advertisers and media partners in order to achieve success together. • Don’t ask for it. Demand it!
- 17. Gladys Kong CEO, UberMedia Thank you, Now get measuring! Learn more with: UberMedia’s Measurement Guide www.UberMedia.com/measurement-guide