The holidays are fast approaching and with those eager consumers looking to complete their shopping list. Savvy marketers are already planning and executing for their seasonal campaigns, but many can get stuck on a crucial step of this process: determining their key performance indicators (KPIs). In this webinar, we’ll breakdown how to establish your marketing goals, identify metrics that indicate success, find the right attribution model, leverage metrics to inform testing, and more!

1. Please Hold For Our Final Session @ 11:30am PT/ 2:30pm ET

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Today’s Presenter
Giulianno Lopez
Content Marketing
Manager

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1. Doing the Prep Work
2. Assigning metrics to your marketing goals
3. Attribution modeling
4. Analytics tools
5. Testing
Agenda

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Do you have performance metrics
set for this holiday shopping
season?
Poll Question
● Yes
● No

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Helping ambitious businesses grow
37,000+
ambitious brands around
the world use AdRoll
Global offices
San Francisco. New York.
Dublin. Sydney. Chicago.
Salt Lake City.
$246 Billion
Generated in sales annually.
Display, mobile, and
native web
Facebook, Instagram,
and social media
Triggered and
behavioral email

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Doing the Prep Work

7. Best digital channels
Key Performance
Indicators
ROI-driving promosBest-selling products Best ad types
Use Data to Power Your Holiday Campaign

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Know + Define Your Audience
8
Categories viewed
What type of products are
your site visitors window
shopping for
Product viewed
Which specific products are
site visitors showing
interest in
Pages viewed
What pages do your site
visitors go to
Actions taken
What are people doing on
your site (e.g., placing
items in a shopping cart)
62% of marketers cite improving audience segmentation as their top campaign management goal.1
1. eMarketer: Improving Audience Segmentation Is
Top Campaign Management Goal

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Identify Your Marketing Goals
Engagement
These campaigns encourage consumers to
actively engage, via shares, likes, and
interactions with a brand’s video ads or social
posts.
Brand Awareness
A brand awareness campaign is all about getting
audiences familiar with your brand or a new
offering.
Response
Response campaigns are aimed to motivate
target audiences to take a specific action.
Brand
Awareness
Engagement Response

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Assigning Metrics to
Your Marketing Goals

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Brand Awareness: Introducing Your Brand to New Shoppers
Build familiarity with your audience What to Measure
Views
The number of times that a video
ad was viewed within a specific
timeframe
Impressions
The number of times an ad was
served to users (this counts both
unique & repeat audiences)
Reach
The total number of unique
people who have seen your ad or
content

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Engagement: Developing Meaningful Customer Relationships
Build loyalty with your audience
What to Measure
User interactions
Actions like call-out overlays or
skipping video. For social, keep
tabs on likes, comments,
shares, and clicks.
Brand interest lift
The aggregate increase in search
volume on brand-related
keywords among users who saw
your ad
Bounce rate
The rate of people who leave
your website after viewing just
one page.

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Response: Encouraging Audiences to Take Action
Build value with your audience What to Measure
The best way to understand
the impact of your ads with
these holiday campaigns is to
measure your desired
result. For example, if your
goal is to drive viewers to
purchase, you should look at
revenue, sales, cart
abandonment rate. If your
goal is to drive traffic, look at
clicks and click-through
rate.

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Attribution Modeling

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People Used to Shop in a Linear Pattern
LINEAR CLICK BASED MODEL
But, that’s no longer the case.

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Now People Are Shopping In More Ways Than Ever Before
56Avg. retail consumer
touch points, from
intro to sale.*
*Cisco

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Single-Touch Attribution
Gets 100% credit

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Multi-Touch Attribution
Web Google Facebook Instagram Email
Sale/Conversion

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Measuring for Your Buying Cycle
A lookback window is the amount of
time that an advertiser allows to pass
after a customer touchpoint occurs. If
there is a touchpoint after the window
has closed, that channel no longer
receives credit. Adjusting your lookback
window can help you tailor your
attribution model to your specific
business cycle.
Lookback windows

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Analytics Tools

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Analytics Tools
Growth Platform
Within the platform are attribution and
measurement capabilities that allow
you to measure KPIs like cost per
acquisition, conversions, and ROAS.
Google Analytics
Let’s you collect data across websites
and apps and show key metrics such
as where your site visitors come from
and time spent on your site.
Moz
Moz is a tool best known for search
engine optimization (SEO) and let’s you
see where you rank for various
searches, provides website page
analysis, and inbound link data.

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Test, Compare, and
Evolve

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Test, Compare, and Evolve Your Holiday Campaigns
Performance Trends
Test your ad types to see which
creative drives the most revenue
Shopper Insights
Find out which content that
resonates with shoppers

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A/B Testing
A/B Testing
In A/B testing, you have one ad or piece of
content. You duplicate it, only changing one
aspect. Then you run both ads or pieces of
content to see how your audience responds.
A B

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Multivariate Testing
Multivariate Testing
Multivariate testing takes a similar approach
to A/B testing for content. However, instead of
just changing one part of the content, you
change several parts to see how people
respond to it.

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Creating your tactical marketing plan
Multi-Page Funnel Testing
A tactical marketing plan outlines how you’ll
meet your goals. This is where you put your
marketing strategy to work to set your
priorities and establish concrete tasks and
timelines

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1. Use data from past campaigns to power your 2019 holiday campaign.
2. Align the correct metrics for your marketing and business goals.
3. Put in a place an attribution model that includes every channel you use.
4. Make sure you have the right analytics tools in place.
5. Be agile. Test frequently and incorporate insights on an ongoing basis.
Key Learnings

28. Thank you

29. Email: Giulianno.Lopez@adroll.com
For more holiday content,
check out:
bit.ly/AdRoll-Holidays

30. 30
Q&A
Giulianno Lopez
Content Marketing
Manager

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35. Tom Affinito
Please Hold For Our Final Session @ 12:30pm PT/ 3:30pm ET