What does all this reporting mean? - Get the most of reporting and improve your campaigns - The Student Room
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What does all this reporting mean? Get the most of reporting and improve your campaigns 13th April 2021
Presented by...
Paul Cernicharo-Terol Hulda Friðriksdóttir
Sales Director Client Services Manager
● Been with The Student Room since May 2014 ● Been with The Student Room since
September 2017
● Over 10 years experience in Higher Education both
● Continuously working to make client
agency and media side campaigns more successful and impactful
● Oversees the sales and B2B marketing team, who ● Oversee the CS team which is responsible
work alongside our partners in Education, for end-to-end campaign delivery of millions
of ads and emails
Government and Recruitment to help them
engage with our audience.
The Student Room
Hulda Fridriksdottir
Overview
● Overview of TSR
● Why reporting?
● Reporting metrics
● Attribution modelling
- Good, bad and ugly
- Incrementality**
● Third party cookies
● Advances in reporting at TSR
● Recap
● Questions, comments and feedback
The Student Room
Hulda Fridriksdottir
Overview of TSR
Year to date
The Student Room
Hulda Fridriksdottir
Overview of TSR - Year to date
TSR in numbers - on site
02:43
average session
+109m duration
sessions recorded
+268m
+94m pageviews
users on site
The Student Room
Hulda Fridriksdottir Why reporting? The Student Room
Hulda Fridriksdottir
As the digital landscape
continues to evolve and
tracking & targeting is
ever changing; it’s
important to understand
what all this reporting
means and what TSR can
report and support on
The Student Room
Hulda Fridriksdottir Reporting metrics The Student Room
Hulda Fridriksdottir
“You can find a metric to prove
whatever point you want to prove”
- John Custy, Atlassian Summit
The Student Room
Hulda Fridriksdottir Reporting Reporting metrics Why metrics? ● Show performance of activity ● Identify areas for improvements ● Show what’s working ● Inform and forecast for the future ● Understand value The Student Room
Hulda Fridriksdottir Reporting Reporting metrics Metrics are a way to show performance, but the value of the performance and whether it’s perceived as good, bad or neutral is determined by ● How you’re measuring data ● Why you’re measuring ● How you’re tracking against goals The Student Room
Hulda Fridriksdottir
Reporting
Reporting metrics
How to demonstrate performance?
● Track all your activity so you can see what
happens once people are engaging with you
(e.g. UTMs and GA)
● Understand the journey (e.g. high click rate
vs. high bounce rate)
● Reports should always be used in
conjunction with your own internal
reporting
The Student RoomHulda Fridriksdottir
Reporting
Reporting metrics
Bad performance doesn’t equal bad metrics
When activity doesn’t measure up to expectations it’s crucial to
figure out what about the activity didn’t succeed
● Was it the targeting?
● Was it the creative?
● Was it the landing page?
Once identified, metrics could show that some parts of the
campaign performed well, but others didn’t which should
inform where the focus for improvements is needed (and give
insight into how your audience is behaving).
The Student RoomPaul Cernicharo-
Terol
Attribution
modelling
The Student RoomPaul Cernicharo-
Terol
Good, bad and the ugly
The Student RoomPaul Cernicharo-
Terol
Attribution modelling
What is attribution modeling?
Marketing attribution is the way in which marketers
assess the value or ROI of the channels that connect
them to potential customers. In other words, it’s the
means by which the customer came to know and buy
your product or service.
Seems simple?
The Student Room Data taken from samplePaul Cernicharo-
Terol
Attribution modelling
Good, bad and ugly
1. Single Source attribution
● First-touch attribution. First-touch attribution assigns all the credit to the first
channel the lead engaged with. First touch marketing attribution fails to
account for any customer interactions after the initial touch, altering the
perceived effectiveness of other channels.
● Last-touch attribution. Because it’s the last touchpoint before the final sale,
identifying where to give credit is relatively easy using the last touch model.
But it doesn’t account for any prior interactions (like the prospect’s website
visits or interactions with the lead qualification team), missing out on key
insights about other valuable marketing channels.
The Student Room Data taken from samplePaul Cernicharo-
Terol
Attribution modelling
Good, bad and ugly
2. Multi- source attribution
● Linear. The simplest MTA model, linear attribution gives equal weight to all touchpoints.
● Time decay. The lengthier the sales cycle (like ours!), the more spread out the touchpoints. The
time decay model gives credit to more recent marketing touchpoints as opposed to those earlier in
the process, which may not have been as impactful.
● U-shaped. The U-shaped MTA model gives credit to two key touchpoints — the first touch and the
lead creation — and any in between. Forty percent of the credit goes to the first touch and 40%
goes to lead creation, while the remaining 20% is divided between any touches that occurred in the
middle.
● W-shaped. You guessed it. This model is the same as U-shaped MTA, except it includes an
additional touchpoint — the opportunity creation. All three touchpoints receive 30% of the credit,
while the remaining middle touches share 10%.
● Full path. Full path attribution builds on the W-shaped model, including the final close. Basically,
the bulk of the credit is given to the major milestones of the customer journey, but lower weight is
also assigned to the touchpoints in between. One of the biggest benefits of this model is that it
accounts for the sales team’s post-opportunity follow-up interactions, giving them the same weight
as early-stage marketing activities.
The Student Room Data taken from samplePaul Cernicharo-
Terol
Incrementality
The Student RoomPaul Cernicharo-
Terol
Attribution modelling
What is Incrementality?
● What is the goal of advertising? Shift consumer
behaviour and attitudes
○ Shift sentiment
○ Build awareness of brand
○ Generate demand
● Incrementality allows you to measure the true impact
of your digital advertising
● Incrementality allows you to see the uplift in
behavioural change
● Better understanding of what budget is driving change
The Student RoomPaul Cernicharo-
Terol
Attribution modelling
Why Incrementality
The Student RoomPaul Cernicharo-
Terol
Attribution modelling
Why Incrementality?
The Student RoomPaul Cernicharo-
Terol
Third party cookies
The Student RoomPaul Cernicharo-
Terol
Third party cookies
What the Lumascape
looks like without 3rd
Party cookies!
The Student RoomPaul Cernicharo-
Terol
Third party cookies
What we know
● Third party cookies will be blocked in Chrome from early 2022
● Privacy Sandbox: Building a privacy first future for the web
● Google won’t support any user-level identifiers
- 3rd party infrastructure for identity matching
- For example hashed emails
● FLoC (Federated Learning of Cohorts) may save the day
● Not a lot else!
Today we’re making explicit that once third-party cookies are phased out, we will not build alternate identifiers to track individuals as
they browse across the web, nor will we use them in our products. David Temkin Director of Product Management, Ads Privacy and
Trust (3rd March 2021)
The Student RoomPaul Cernicharo-
Terol
Third party cookies
WtF is FLoC
● The Federated Learning of Cohorts (FLoC) is a privacy-focused solution
intent on delivering relevant ads “by clustering large groups of people
with similar interests”.
● Google think it works!
○ Our tests of FLoC to reach in-market and affinity Google Audiences
show that advertisers can expect to see at least 95% of the
conversions per dollar spent when compared to cookie-based
advertising. Chetna Bindra Group Product Manager User Trust and
Privacy Jan 25th 2021
● Available for testing by advertisers in Q2 within Google Ads
The Student RoomPaul Cernicharo-
Terol
Third party cookies
What impact for marketeers
● Uncertainty around tracking? What attribution models will exist?
“While the news certainly created immense uncertainty, it’s clear that
when it comes to attribution, the ship has sailed on many of the current
granular models that were universally applied across all spend,”
said Mario Diaz, CEO at contextual-targeting vendor Peer39.
● Identify and build relationships with contextually relevant partners
● Identify partners with the highest post-click conversion rates
● Speak to your media and agency partners - what are their plans?
● Test FLoC
The Student RoomHulda Fridriksdottir
Advances in
reporting at TSR
The Student RoomHulda Fridriksdottir
● Ada reports
● TSR Talks
● UPP reports
● Conversion tracking
The Student RoomHulda Fridriksdottir
Advances in reporting
Ada
Ada has been around for a while now and has only recently gotten
a ‘reporting makeover’. Main issues addressed:
● Needed to be easier to understand as the old report was quite
difficult to navigate
● Needed to include the necessary metrics and remove the ones
that were no longer fit for purpose
● Adding additional information to provide a greater
understanding of the audience and how they interact with
your brand
The Student Room
Data taken from sampleHulda Fridriksdottir
Advances in reporting
Ada
Old New
The Student Room
Data taken from sampleHulda Fridriksdottir Advances in reporting Ada Old New The Student Room
Hulda Fridriksdottir
Advances in reporting
Ada
Additional insights added such as
activity by domain to provide even
greater insight into campaign
performance and understanding
where the campaign performed
the best
The Student RoomHulda Fridriksdottir
Reporting
TSR Talks
When building your brand it’s important to be able to speak to
the community, be the knowledgeable & friendly voice and build
trust. TSR Talks addresses all of those and supplies reporting with
important metrics such as:
● Unique pageviews
● Posts and posters
● Roadblocking information
● Geographical information
The Student RoomHulda Fridriksdottir Advances in reporting TSR Talks The Student Room
Hulda Fridriksdottir Advances in reporting TSR Talks The Student Room
Hulda Fridriksdottir
Advances in reporting
University Partner Pack (UPP)
New focus on periods as opposed to monthly to give
greater insight how you’re performing with:
● Key period data (UCAS deadline & Clearing)
● Annual reports
New data within those reports includes:
● Audience overlap with other unis
● Total searches for uni
● Average users vs. average UPP
● Average page split vs. average UPP
The Student RoomHulda Fridriksdottir Advances in reporting Conversion tracking The initial aim is to prove the value of the UPP, not only for students by being able to track what they do when not on TSR, but more importantly prove the value for our clients by showing the intent of the TSR audience and the effectiveness of the UPP. The Student Room
Hulda Fridriksdottir
Advances in reporting
Conversion tracking
Background
• First comms went out 3 September 2020
• Conversions split into three main areas
- General conversions
- Course conversions
- Focused/low funnel conversions
• Phase 2 chaser email went out 29 January
2021
• Rolled out in February UPP reports
• Set up continues with aim of being worked
in to BAU workflows
If you’d like to be included please contact me
hulda.f@thestudentroom.com or your Account Manager
The Student RoomHulda Fridriksdottir
Advances in reporting
Conversion tracking
69.2%
537,682 Increase since start
of project
Conversions
tracked since start
of project
777,052
38.4% Conversions
tracked in the last
UPP clients opted year
in
The Student RoomHulda Fridriksdottir Advances in reporting Conversion tracking The Student Room
Hulda Fridriksdottir
Recap
The Student RoomHulda Fridriksdottir
Always combine external
reports and internal reports
to get an overview of how
you’re performing
The Student RoomHulda Fridriksdottir
Aim to understand what
parts of a campaign did
well and what parts
didn’t so that you can use
that information to guide
future campaigns
The Student RoomHulda Fridriksdottir
Start planning your post
cookie strategies now so
you’re prepared for next
year
The Student RoomHulda Fridriksdottir Any questions, comments or feedback? The Student Room
Hulda Fridriksdottir Thank you! Join us again: tsrmatters.com/webinars And stay in touch: paul.cernicharo-terol@thestudentroom.com hulda.f@thestudentroom.com and you can also find us on LinkedIn The Student Room
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