Veritone Attribute's report features allow you to leverage data to improve campaigns. Below are some ways to optimize campaigns using metrics and reports.
Optimize lift
You can optimize lift in cases where the dates you compare your campaign to show a bigger lift than when the promotion was activated.
- Consider compare dates: Verify that you have selected dates that occurred prior to the campaign start date. For example, you may want to look at the previous 30 days or even the same month in the year prior to your campaign. Once connected, you will have access to two years worth of your clients’ Google Analytics data.
- Beware of potential seasonality: If the baseline period is a peak season for your client, this should be taken into consideration for comparison.
- Use a high frequency schedule: Having the ability to show even incremental lift will underscore effectiveness and you can dissect areas for optimization and apply that to your approach in real-time. For the most effective strategy to reach a compelling lift, a high frequency schedule is recommended. Consider running ads at least 8-10 times per day and consider whether your client is running spots or promotions on other outlets or mediums.
Optimize Attribution windows
- Know your advertiser: Work with your advertiser to learn what you can about their audience and cross-reference that information with your knowledge of the campaign, call-to-action, and dayparts (i.e., drive time or evening viewership).
- Understand interference: The longer the attribution timespan, the more potential interference you may introduce and the weaker the correlation may be. While the use of custom attribution windows is recommended on a campaign-by-campaign basis, we encourage you to use a shorter attribution timespan (i.e. the eight default) when possible to best illustrate the campaign’s directional impact with minimal interference.
- Account for the decay curve: After an ad airs it experiences a decay curve. Depending on the call-to-action (CTA), a majority of the consumer response to an advertisement can occur within minutes of the broadcast after which the decay occurs. For instance, 45 minutes after a spot airs, there may only be a couple of subsequent consumers responding to the call-to-action because the majority of the consumer action occurred closer to the spot airing.
- Estimate the correct interaction period: Understand and estimate how long you think it takes between a user hearing the campaign call-to-action on-air and interacting with the advertiser's website. Eight minutes is an accepted standard but can be modified based on the understanding of the targeted audience and the marketing message.
Optimize client campaign performance
- Review dashboard metrics: If a client's campaign isn't performing as expected, take a proactive stance and help guide your client to adjust a creative as needed and garner a more powerful call to action. Through the Attribute Dashboard, you can view what duration, creative, and timing resonates best with your clients’ audience(s).
- Ask key target customer questions: Consider whether the target customer is likely to respond to the tone, approach, and timing you’ve implemented.
- Increase low lift with data: If a client's creative is outdated or uses a weak call-to-action, use the data to reinforce what you already know, that a fresh new approach may be in your client’s best interest. Show the data to your client and work together to make improvements, such as recommending a mix of ad length and content to generate the best results. Compelling creative and ensuring the call-to-action to visit the website is the star generally promotes a higher lift. For best results, mention the URL three times, and even propose the idea of including a promotion or deal with a defined timeline that will drive audiences to the website.
Example of call-to-action comparisons:
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- Weak: “Visit us online”
- Strong: “Visit geico.com today to save 15%"
- Consider different audiences: While you may have a good idea of what is working already, you may be surprised to find that certain audiences are more responsive during times outside of your typical placement. This simply reinforces that you are reaching the right audience, even if not the biggest audience (quality over quantity).
- Pivot where needed: If you're not seeing a campaign perform as desired, you can always start with these three areas to optimize:
- Content and/or creative
- Call-to-action
- Frequency
