# T C 1 8. Breaking. Good. Impacting Lives with The Ad Council. Nicole Dib. Manager, Insights & Analytics The Ad Council
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- Fay Lewis
- 5 years ago
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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