Salesforce DMP People Activation User Guide

Transcription

1 00 Salesforce DMP People Activation User Guide VER. 2, UPDATED 11/15

2 01 CONTENTS I. Introduction 2 Event Attributes 15 Selling your Audience 2 Event Pixel Verification 16 Getting Started 2 Event Reports 16 Actions Funnels 19 II. Defining Sales Strategy Using Data 3 Funnel Reports 20 Actions Segments 22 III. People Navigation and Functionality 4 Creating and Editing Segments 23 General Navigation 4 Analytics Audience 4 IV. Need More Guidance? 24 Analytics Engagement 5 Analytics Loyalty 6 Insights Attributes 7 Insights Data Providers 8 Insights Audience Profile 9 Insights Social Activity 10 Insights Search Keywords 10 Insights First Party User Match Report 11 Discovery Reach Opportunities 12 Actions Events 13 Event Settings 14 Event Execution 14 Rights Reserved Proprietary &

3 I. INTRODUCTION 02 I. Introduction Selling your Audience Salesforce DMP People is a data management environment for all you know about your audience. Salesforce DMP provides a data management environment for all you can know about your audience. The People user interface allows you to identify and combine targeting attributes to cultivate unique densities of users to target with ads or content. For digital publishers, the goal of audience targeting is to define differentiated audiences. Focused audiences are what marketers need to reach in order to accomplish their own very specific goals. People Analytics and Insights tools enable you to leverage attributes, so that you can better know how to construct segments of users. These powerful reporting tools allow you to drill down into overall attributes or more specific groupings such as search keywords, demographics, specific events, and social activity. They also provide visibility into the overlap of your audience with any active third-party data sources, so that you can make informed partnership decisions. Getting Started Implementation of the Salesforce DMP Control Tag, a piece of JavaScript code, will allow Salesforce DMP to pull page and user level attribute variables directly from your pages. These can be used to collect and categorize targeting attributes for segment creation. At this time, we can also establish any other first, second or third-party data connections you may find useful in defining audience segments. Our open taxonomy is built to adapt to nearly any data source or use. The Salesforce DMP solutions team is happy to help you identify what variables and sources could prove most valuable in this process. SOURCE ATTRIBUTION DERIVATION MODALITY Where is the data acquired? What is the relationship between the data collector and the user? What techniques are used to transform source data into a segment? What is the temporal state to which the data is being positioned? Online Commerce Action View First-party Declared Predictive Second-party Qualitative Descriptive Offline Commerce Collected Third-party Algorithmic

4 II. DEFINING SALES STRATEGY 03 II. Defining Sales Strategy Using Data Publishers have always sold aggregations of audiences. In the past, you could have used broad research tools to define your audience composition. These studies would allow your advertisers to broadly gauge where users with a targetable interest were aggregating. With the People toolset you can now identify and target an exact group of users by defined attributes. This gives your advertisers the ability to target the precise individuals they want to reach, while also offering your sales team ultimate flexibility in positioning your audience for ad sales. People will help you identify your core differentiations by aggregating the distinguishing attributes that define your audience. Site hierarchies, referral keywords, social sharing activity, registration data, and frequency of site usage are all viable attributes that can be used in creating valuable segments. Careful crafting of marketvaluable segments will reveal how differentiating your audience can be truly beneficial. The fewer the marketed sources for this data, the more likely you can package and sell it as high-value products. The perishability of the data will play another key role in the valuation of your product offering. As an example, purchase intent can be defined by an end-user s repeated viewing of the same category product reviews. If a user has viewed three small truck reviews on your website within the past month, it is reasonable to assume that the user is in channel for a pickup truck. Purchase consideration for a product of this type is known to take as long as six months. After six months, the value of that data will begin to taper off based on the probability that the user has already acted on the desire to buy. This differs from self-declared gender classification that remains sellable for the life of the cookie. Ultimately the exact packaging of your products will be driven by the needs of those who will buy them and any systems they already have in place to leverage audience data. Talking to your key clients about their use and future plans for audience data is crucial in helping to define your core products and strategies. Chances are that many buyers are already leveraging audience data to target or refine their market messaging. Salesforce DMP s Data Sentry tool can help give you visibility into whom among your advertisers is using audience data and how they are collecting it. Once discovered, only an open conversation with these collectors about their targeting needs will truly help you to define your winning product offerings. The options here include audience-targeted impressions on your site, targeting your users across the broader web, and direct transfer of user attributes via server- to-server data sharing.

5 SALESFORCE DMP PEOPLE ACTIVATION GUIDE 04 III. People Navigation and Functionality General Navigation Analytics - Audience The Salesforce DMP Konsole provides straightforward navigation through each of the modules. As a Publisher you will see People, Interchange, SuperTag, Data Sentry and Tools as main navigation sections. Under the People Analytics menu, you can select the reports or section that you wish to view. Breadcrumbs, depicting the report name, appear at the top of each screen. The reports let you select the date range (using custom or pre-filtered date ranges), and filter by the Site and Section. You can view the data as daily or monthly increments for the time period selected. The report views under People Analytics - Audience show the page views and unique users (both total and daily average) by Site Group, Site, and Section over time. A Uniques Trend chart for the selected time range appears at the top, with a uniques bar chart for the sites over the same time period. Though a user may often get this data through some web analytics service, Salesforce DMP tracks page views and unique visits to calculate segment populations. Many publishers use this as a tool to ensure that the Salesforce DMP tag is on their website, live, and operating correctly.

6 SALESFORCE DMP PEOPLE ACTIVATION GUIDE Analytics - Engagement 05 The People Analytics - Engagement report depicts the number of views by a unique user, providing insight into how users are engaging with your website(s).

7 SALESFORCE DMP PEOPLE ACTIVATION GUIDE Analytics - Loyalty 06 The People Analytics - Loyalty report records the number of return visits per unique over the selected time period.

8 SALESFORCE DMP PEOPLE ACTIVATION GUIDE Insights - Attributes 07 The People Insights - Attributes view shows the population for any page- and user-derived first-party attribute using the dropdown at the top of the page. This view shows both the population distribution across the attribute values and the population trend for the top ten attribute values. The refined search capability allows you to quickly search through the attribute categories. You can create segments using attribute values by clicking Select in the list, then clicking Create Segment once all desired values are selected.

9 SALESFORCE DMP PEOPLE ACTIVATION GUIDE Insights - Data Providers 08 The People Insights - Data Providers view offers insight into the Segment Overlaps for all enabled data providers for the last 30 days. This page is useful as it provides a percentage overlap view at the segment level for the top segments of a category. It also allows searching and drilling into categories and subcategories through the drop-downs at the top. Searching works at the category and subcategory level. By control clicking items, or clicking the select button in the list, you can add items to create new segments. Hovering over segments, shown as the small circles within larger category circles, lists details for that segment including Name, Category, Subcategory, Population, and Overlap percentage at two levels. The first Overlap percentage indicates how much overlap there is with your users. The Salesforce DMP Level Overlap percentage indicates how much overlap there is with the entire Salesforce DMP universe of users. In the screenshot above the Acxiom third-party Luxury Sedan segment reveals a 58.9% overlap with your users versus an overlap of only 43% with users on other sites.

10 SALESFORCE DMP PEOPLE ACTIVATION GUIDE Insights - Audience Profile 09 The People Insights - Audience Profile report shows user activities, uniques, gender, age, income, top segments, technographic and geographic data. This report is an organization-level summary across all user activity collected from the Salesforce DMP pixel.gif, ad_impression.gif, event.gif, and social.gif. Salesforce DMP calculates the demographic profile of your users through information gleaned from various third-party data providers.

11 Insights - Social Activity 10 If you ve implemented Facebook or Twitter sharing via direct integrations with Facebook and Twitter (excluding iframe implementations), then Salesforce DMP can track social sharing activity on your site via the control tag to provide reports and segment criteria for Facebook Shares, Facebook Likes, Facebook Unlikes and Twitter Tweets. Note that third-party implementations, such as AddThis or ShareThis are excluded. For content shared on Twitter, only the URL that was actually tweeted is recorded and shown. Insights - Search Keywords The Search Keywords view gives a list and population of referral keywords associated with inbound web traffic from top search engines Yahoo, Bing and Google. This report lists the Source, Keyword, and Population of referrals over the last thirty days, and is filterable by Site and Section. If you have internal search functionality on your website(s), Salesforce DMP can capture those search terms and link them to your site as a source. These results are processed weekly, and all recorded keywords are available in the Segment Builder.

12 11 Insights - First Party User Match Report If First-Party User Matching has been activated for your account, then this report will provide you with a 30- and 90-day count of your users matched with users identified by Salesforce DMP.

13 12 Discovery - Reach Opportunities The People Discovery - Reach Opportunities report provides information on how your users index on each segment versus the entire population from any data provider. For example, you may find that your users index high with an exelate Tech Business Professional segment and low with a Nielsen Video Gamer. To create or augment a new segment with third-party data, simply click the third-party data point you want to use and create a new segment. If you have an agreement with a second-party data provider, the view defaults to show secondparty data, otherwise only third-party data is shown. The list icon button at the top right of the scatter toggles to a list view. In the screenshot above, the Affluent Baby Boomers segment from third-party provider DataLogix has been selected by clicking it in the scatter, revealing an overlap of 3,143,000 people with an index of 127. This means that there are 3,143,000 users in this segment who can be found on your site. The index indicates you are approximately 1.27 times more likely to find a user in this segment on your site than anywhere else in the Salesforce DMP universe.

14 Actions - Events 13 Events allow users to create dynamic segmentation strategies by capturing and combining user interactions as Events. Events are configurable by the user, and can be used to understand visitor interactions on the page. Events can also be utilized to build and target against a particular audience that interacts with the page in specific ways. Users can also place events in a sequence to create a Funnel which helps them determine where in a process visitors drop out. EXAMPLE EVENT USE CASES There are a variety of places where you may wish to capture user interactions on your site. Below are a few examples of some typical use cases. DEFINING PREFERENCES Sometimes a website is set up for a user to select preferences via checkboxes on the site. These may be display preferences (selecting a skin on a game, viewing a map of nearby business) or search preferences that may not be able to be captured in the resulting query (finding apartments that take pets or searching for products of a particular brand). SITE INTERACTIONS When users are engaged with the content on the site, they may engage through a variety of mechanisms. Event pixels can be placed on these interaction events in order to define and segment your users who are heavily engaged. Examples include downloading content, ing an article, and commenting on a blog post. SHOPPING CARTS Shopping carts provide a wealth of information that can be captured via event pixels. When a shopper checks out, you may choose to pass over information such as the product, product category, and price range, that can help you determine what kind of shopper the user is and what additional products they may be interested in the future. CREATIVE INTERACTIONS If you have the ability to track any creative -- such as your own house ads and beyond -- you may chose to capture user interactions with the creative. Interactions such as view, clicks, and hovers can be captured on any creative. In addition to these, you may elect to capture video start and completion on video ad units. SIGN UP SUBSCRIPTION PROCESS Websites that offer registration or subscriptions can collect information as users go through the sign-up process. Salesforce DMP s event attributes further enable you to capture information provided in the forms during the subscription process. For example, capturing information such as a user s middle name is not relevant for creating relevant audience segments, however, capturing other information such as product selection and demographic information can be useful.

15 Event Settings The Event view is where users can view and create event pixels. To create an Event, enter a name, select an Event Type (e.g.: click, page view, video, etc.), and enter a Category name (optional). The Type and Category are merely a way to help you categorize and search through your list of Events. Once you save an Event, the system will automatically create a Unique ID and an event pixel will be generated. You can then take the event pixel and deploy it where appropriate (ex. within a creative for a campaign to track campaign clicks, within a video to track video viewership, etc.). 14 Only active events will fire and be available in Segment Builder, so ensure that the events you generate and place are set to active. You can edit an inactive event by clicking its Actions gear button and select enable, or activate it through the Bulk Actions dropdown. Event Execution There are two ways to fire an event: HTML Pixel or JavaScript. Both snippets are displayed in the events screen. You can copy the snippet using the JavaScript Snippet and Pixel for an External Site dropdowns in the Get Code dialog. HTML { JS } The HTML Pixel version is optimized and puts users into Real Time segments immediately. Therefore, you should use the HTML Pixel version if you need the pixel fire immediately or for Real Time segments. The Pixel version is available for segments after 20 minutes and is more commonly used since it can be placed on any page (Regardless of if there is a Salesforce DMP Control Tag implemented or not). The JavaScript version requires that the Salesforce DMP Control Tag be on the page.

16 Event Attributes 15 For some use cases, you may wish to pass variables back via events. For example, if you wish to track a shopping cart experience, you may want to pass the item name, item category, and item price. For any variables you d like to add, click the + Add Another button and type the Attribute Name and the Display Name. These variables will now be included in the pixel. The text in RED indicates content that s replaced. event.gif?event_id=hlaabemr&event_type=cact&- pub_id=5b3e3b c69- b7d5-7559b56feef8&item_category=%item_category%&item_ name=%item_name%&item_ price=%item_price% Include multiple items by repeating the variable: event.gif?event_id=hlaabemr&event_type=cact&pub_ id=5b3e3b c69-b7d5-7559b56feef8&item_name=%item_ name%&item_name=%item_name% You may wish to insert Macros to pull attributes into the pixel. If you are implementing the JavaScript version and the variable is a string, make sure to place quotes around the Macro. For example: <script> Krux( admevent, xxxxxxxx, { Campaign_ID: %%CAMPAIGN%% });</script> Some resources on event handlers are listed below:

17 Event Pixel Verification You may use Firebug or comparable tools to verify the event pixel fire. 16 Navigate to the site with the event pixel, find event.gif from the beacon.krxd.net domain within the Network tab. Event Reports Detailed reports are available for all active events. Click on the Actions gear button for an event and choose to View Reports to see how often the event pixel is firing. Event data is calculated in real-time. By default, the Traffic Trend report appears, containing a Uniques Trend, Top 20 Attribute Signatures and Top 10 Attribute Value Trends. Click on the Audience Profile button at the top left to view the demographic distribution summary of your audience.

18 17 Traffic Trend Audience Profile Finally, if you wish to compare event pixel fires, you can select multiple events by checking on the box to the left of their names and selecting Compare Events under Bulk Actions.

19 18 The resulting report shows you a Uniques Comparison Trend for each pixel. Clicking the Events Comparison button at the top left of the Compare Events report displays a side-by-side comparison of Uniques (the number of users who participated in an event) and Requests (the number of times an event fired) in a bar chart.

20 Actions - Funnels 19 Once you create events, you can choose to include them in a Funnel, which allows sequencing of events so that drop-off points in a process can be detected. As an example, you can track individual user actions in a purchasing process, then view a Funnel report to see details on each event in a single report. To create a funnel, visit People Actions - Manage Funnels and click the + Create Funnel button at the top of the Funnels list. Choose as many events as you want and sequence them into a Funnel. Each event added to the funnel displays as a column with total numbers.

21 Funnel Reports 20 Once the Funnel is created you can view a report for it by clicking the Actions gear button in the Funnels list and choosing View Reports. The Funnel Report defaults to Traffic Trend showing each event in the funnel. Conversion rate always appears at the top as a percentage.

22 21 Clicking the Audience in Funnel button at the top left of the report swaps the view to show Demographic, Technographic, Geographic information and Top Segments for the audience in your funnel. The conversion rate for your funnel displays as a percentage in all funnel reports.

23 Actions - Segments The People Actions - Manage Segments view lists all your audience segments. Each segment has a Unique ID, which can be associated with a campaign and passed back through the ad call via Interchange O&O or passed to an integration partner via Interchange Connect. When creating a segment, you have the ability to define the type, category, and subcategory that can be used for sorting and filtering purposes. It is strongly recommended to follow a consistent naming taxonomy. The Refresh Frequency and the Interchange use, such as O&O and/or Connect (depicted by the icons), can also be set. Typing a term in the search field instantly filters segments shown in the list. The Devices column indicates the total number of unique devices in the segment. For processed segments, Salesforce DMP also reports last computed date. Three buttons at the top of the segments list allow swapping between Manage Audience, Manage Interchange and View Reports. 22 From the Manage Audience (default) view, you can create a new segment, copy a segment, edit one, view segment history, view deleted segment history or delete segments. Manage Interchange allows you to manage segments for Interchange and enable testing of segments for Interchange O&O. Within View Reports you can access: Segment Lookalikes See people who are nearly identical to the population in your segment and create lookalike segments to expand your reach. Segment Overlaps View segments that overlap with your segments and combine them to expand your reach. Site Distribution See the distribution of a segment s population across all the sites you manage. Audience Profile View user activities, uniques, demographic, technographic and geographic details for your segments.

24 Creating and Editing Segments 23 Salesforce DMP understands that audience data is your most valuable asset and that you should be able to manipulate it as your business strategy requires. Audience segments must be assembled and operationalized to address advertiser needs, respond to new opportunities from agency RFPs, and to energize internal content and commerce. The Segment Builder allows you to create and build segments from all available aggregated data you choose to use. The Segment Builder enables a user to combine any number of rules involving all attributes being tracked, and to further customize using ands and ors (with Rule Groups if desired) to create segments. Once defined, Salesforce DMP maintains dynamic populations of each defined segment, updating segment populations as new visits, actions, and behaviors are observed. For an in-depth look at creating and editing segments, see the Segment Builder Guide document. Here is a brief overview of the steps involved: 1. Click on the + Create Segment button at the top of the segments list and choose Standard Segment or Real Time. The left side of the resulting segment Rule Builder screen contains a list of available page- and user-attributes which can be added to your segment. 2. Select your desired attribute and attribute value(s), and click on + ADD RULE to save the attribute to the new segment. Repeat this process with each of the data elements until you have completed your custom segment. 3. Once you have completed building your segment, name it and assign a type this step is critical to the organization of your segments, so take care here. You can also assign a category and sub category, and write a brief description of the segment. 4. Next, select the use for your segment. If you wish to target the segment, select the Interchange Enabled button. 5. Click Save to save your segment.

25 NEED MORE GUIDANCE? 24 IV. Need More Guidance? If you need more direct technical assistance implementing and using Salesforce DMP in your managed websites and properties, the Salesforce DMP Solutions team is dedicated to your success. Contact your solutions manager or Salesforce DMP support at if you have questions. To find more documentation, visit