1. Brandie Feuer | @VegasGalB
May 26, 2011
INTERACTIVE ANALYTICS 101

2. COOKIES & AD SERVING

3. WHAT’S A COOKIE

4. THE COOKIE
• Tiny files that attach to Web browsers
• Measures user behavior
• Track users and report their actions
• Tell us ads that users have clicked on and
purchased from

5. AD SERVERS
• Use cookies for online campaign reporting
• Adjust & optimize campaigns dynamically

6. COOKIE USAGE IN ADVERTISING
Cookies tell us:
“Where” sales happen (placement)
“What” the users purchase
“How” they found our product (text or display ad)
“Who” buys our products or services
Cookies have an expiration date:
Most companies set this expiration date at 30 days
Assumption is that if the ad works, purchase happens
After 30 days the cookie expires
Any resulting sales are considered “organic”
“Last click” gets the credit

7. COOKIE USAGE IN ADVERTISING
Adserver
“Thank
You”
Page
$$$$$
- click -
data
reports
(with cookie)

8. CLICK VS. VIEW COOKIES
* Both “view” and “click” cookies have expiration dates
Website
“Thank
You”
Page
$$$$$
Adserver
datano click
Website
Website
Website
“Thank
You”
Page
$$$$$
Adserver
dataclick

9. PATH TO CONVERSION
• Aka Attribution Reporting

10. Awareness
(Mobile, Social)
Consideration
(Display, Email)
Action
(Branded
Search, Direct)

11. WEB ANALYTICS

12. IMPORTANCE OF METRICS
• Allows SMART decisions
• Adjust efforts dynamically
• Monitor user behavior & target accordingly
• Without it, online advertising is just like
offline advertising… a shot in the dark!

13. HITS VS. VIEWS

14. HITS
• When any file on a page is pulled

15. VIEWS
• Each time a visitor loads a page
• Similar to ad impressions

16. VISIT VS. UNIQUE VISITOR
• John visits Yahoo.com 4 times
• 4 visits; 1 unique visitor
• Sally visits Yahoo.com 6 times
• 6 visits; 1 unique visitor
• Total?
• 10 visits
• 2 unique visitors

17. “STANDARD” REPORTING METRICS
• Visitors
• Unique Visitors
• Demographics of visitors
• Most Popular Content
• Referring URLs
• Click Paths

18. • But… don’t just generate reports, solve
BUSINESS QUESTIONS

19. THESE ARE NOT BUSINESS QUESTIONS
• How much traffic does our site get?
• What’s our conversion rate?
• What are our top exit pages?
• How many clicks did our promo get?

20. SAMPLE BUSINESS QUESTIONS
• How can I improve site revenue by 15% in 3 months?
• What is the effect of our website on offline sales?
• What are the most productive inbound traffic streams?
• What is the incremental impact of our display ads?

21. IT ALL COMES DOWN TO MONEY

22. MEASUREMENTS
• Return on Investment (ROI)
• (Revenue – Expense) / Expense
• ($400,000 - $25,000) / $25,000 = 1,500% ROI
• Return on Ad Spend (ROAS)
• Total Cost / Total Revenue = ROAS
• $25,000 / $400,000 = 6.2% ROAS

23. Brandie Feuer
@VegasGalB | brandie@lvima.com