# T C 1 8. Breaking. Good. Impacting Lives with The Ad Council. Nicole Dib. Manager, Insights & Analytics The Ad Council

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2 # T C 1 8 Breaking 35 Good 8 Impacting Lives with The Ad Council 28 Nicole Dib Manager, Insights & Analytics The Ad Council

3 Welcome! Hello my name is Nicole Dib Manager, Insights & Analytics The Ad Council 10+ Years in Digital Media, Data Analytics & Strategic Marketing BBA, Marketing at Pace University

4 Agenda The Road to Impact KPI Dashboards & Visualizations Our Media Mix Model

5 Our Mission To stimulate action on significant public issues through communications programs that make a measurable difference in our society one person does not change a country. one individual alone does not move society forward. we are the addition, the connection, the sum greater than our individual parts. we are where creativity and causes converge. where media meets message. where substance meets scale. we are the Ad Council and together we make progress. we ve saved forests and made roads safer. we ve stopped bullies and spurred movements. we ve championed respect and shifted mindsets. we settle for nothing less than a lasting impact on American life.

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7 Where We Started

8 Iconic Creative

9 Campaign Evolution Wildfire Prevention Present Drunk Driving Prevention Present

10 Where We Are Now

11 Our Model Nonprofits & Government Agencies Agencies Corporate Partners Media Companies

12 Our Evaluation Framework Exposure Awareness Engagement Impact

13 The Road to Impact

14 75 Years

15 A Vast Array of Sources Digital TV Out of Home Print Radio Social Survey Public Relations

16 Our Journey to Tableau

17 Why Tableau? User Friendly & Easy to Adopt Deep Statistics w/ Incredible Visualizations Easily Adds Data Sources Demonstrating IMPACT

18 How many pounds of goods did we get people to donate to Goodwill?

19 How did our efforts lead to Meals on Wheels volunteer signups?

20 Are more young adults comfortable supporting a friend in need?

21 Data Source Integration

22 Data Sources

23 Media Partners

24 & Campaigns Oh My!

25 USEReady Partnership Established: 2011 Mission: To help organizations succeed with DATA, and relentlessly strive towards value-driven innovation and digital transformation of businesses using advanced analytics, business intelligence and data management services. Source: useready.com

26 Granularity of Data Aggregation of Data The Drawing Board Monitor Analyze Detail

27 KPI Dashboards & Performance Visualizations

28 Dashboards to Monitor c Monitor Analyze Detail

29 Dashboards to Analyze Monitor Analyze Detail

30 Dashboards to Detail Monitor Analyze Detail

31 Lung cancer is the leading cause of cancerrelated death in America

32 Saved By The Scan Campaign Goal Raise awareness of the benefits of early detection through lung cancer screening Primary Impact Metrics Drive high risk individuals to take a lung cancer screening eligibility quiz on SavedByTheScan.org and talk to their doctor

33 The Facts

34 The Investigation

35 % of Sessions Sessions Session Duration(s) Sessions Conversion Rate The Impact c c Total Monthly Sessions Avg. Session Duration vs Benchmark Total Monthly Completions Monthly Conversions Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May June July Aug - Oct Nov - Jan Feb - Apr May - July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May June July 35% 30% 25% 20% 15% 10% 5% 0% Aug. Oct. Dec. Feb. Apr. June Bounce Rate vs Benchmark Paid Social 43% - Direct 32% - Display 14% - Organic Search 4% - Organic Social 3% - Other 2% - Referral 1% - Paid Search 1% - Selected Period % Chg (Sel vs Prev) 30 Day Average 60% 50% 40% 30% 20% 10% 0% Aug - Oct Nov - Jan Feb - Apr May - July Organic Social - 40% Direct - 27% Paid Social - 27% Organic Search - 23% Other - 20% Referral - 18% Display - 4% Paid Search - 1% Completions Share % % Chg Conversion Rate Paid Social Direct Social Organic Search Display Other Referral Paid Search

36 Our Media Mix Model

37 The Model SURVEY

38 The Purpose Measure the effectiveness of a campaign s media mix in driving success Quantify Ad Council s contribution to success & demonstrate ROI Optimize a media mix to maximize future ROI

39 Citizen Data Scientist Source: Gartner

40 -Gartner Citizen data scientists can bridge the gap between mainstream self-service analytics by business users and the advanced analytics techniques of data scientists.

41 The Concept

42 The Reality

43 2.4M pets still need a home at the end of each year

44 Shelter Pet Project Campaign Goal Encourage potential pet owners throughout the country to make shelters and rescue groups the first place they turn to when looking to acquire a companion animal Primary Impact Metrics The number of website searches for pets available for adoption Increases in self-reported utilization of/interest in adopting from shelters or rescues

45 How many cat and dog adoptions from shelters are a result of The Shelter Pet Project campaign with the Ad Council?

46 The Sanity Check R 2 = 0.99

47 The Results The campaign has driven 357K total pet adoptions over the last 3 years The campaign lifted adoptions of dogs and cats by +23% between

48 Adoptions by Media Type

49 Adoptions by Media Type

50 Learnings & Advice

51 Learnings & Advice 1 Creating Visualizations = Easy; Connecting to a Database Easy

52 Learnings & Advice 1 Creating Visualizations = Easy; Connecting to a Database Easy Outsource Overbudget

53 Learnings & Advice 1 Creating Visualizations = Easy; Connecting to a Database Easy Outsource Overbudget 2 The Catch-22 of Self-Service Analytics

54 Learnings & Advice 1 Creating Visualizations = Easy; Connecting to a Database Easy Outsource Overbudget 2 The Catch-22 of Self-Service Analytics Create Clean & Purposeful Dashboards Find Balance

55 Learnings & Advice 1 Creating Visualizations = Easy; Connecting to a Database Easy Outsource Overbudget 2 The Catch-22 of Self-Service Analytics Create Clean & Purposeful Dashboards Find Balance 3 Fostering [Tableau] Adoption

56 Learnings & Advice 1 Creating Visualizations = Easy; Connecting to a Database Easy Outsource Overbudget 2 The Catch-22 of Self-Service Analytics Create Clean & Purposeful Dashboards Find Balance 3 Fostering [Tableau] Adoption Develop a Plan

57 Please complete the session survey from the Session Details screen in your TC18 app

58 #TC18 Thank you! Nicole Dib