Diminishing returns and saturation effect now visible using Adalyser
In advertising it is key to understand the impact overall that an increase in spend can have on leads or sales. Linear regression analysis is just one way in which this is possible.
What is equally important is to show how diminishing returns might also play a part and identify any saturation effect. So in addition to linear regression, we have now added a polynomial regression tool.
Adalyser subscribers can now see a ‘best fit’, be it linear or polynomial, so any saturation effect will be clearly visible.
The scatter chart below shows an advertiser on TV and their spend and leads plotted. We can see the two lines - one straight (linear) and one curved (optimal).
It is also possible to enter a target cost per lead (CPL) figure and, in the case of diminishing returns, the point at which target CPL is no longer being achieved by an increase in spend will be marked with a red cross on the chart.
This provides a powerful tool for informing spending decisions and ensuring that your money is providing the return that you require.
For subscribers this feature is now live and visible in all of your campaigns, for further information, please get in touch with your account manager.
Adalyser is a secure web based tool that media agencies around the world subscribe to. It enables users (planners, buyers, account managers, data analysts) to quickly access accurate insight on advertising campaign performance in real time. This valuable insight can be used to optimise advertising campaigns across all media channels.
If you are interested in seeing a demonstration of Adalyser please get in touch with the sales team on +44 (0) 333 666 7366 or e-mail email@example.com
Launchpad - A new tool in Adalyser to save time and build a list of reports
The Matrix and Comparison tools in Adalyser allow users to pivot and group results in Adalyser. By selecting metrics users can slice and dice results for any campaign. A query of the data is created and can then be exported to Excel
The new save icon feature means that queries can now be saved for each user and accessed via a new page called Launchpad.
This allows agency teams to build a list of queries that can be accessed for any client. The queries can be executed again for other clients and exported to Excel. The saved queries are saved for each user so that they can be re-used for different client accounts.
It is also possible to save queries in ‘Coverage’ and when building a PowerPoint the user can now save the set of slides before exporting the Presentation. This saved report is then also accessed in Launchpad.
These new features saves time for the user and removes the task of running queries from scratch.
If you would like to find out more about the new features in Adalyser or would like to request an online demo please get in touch today.
firstname.lastname@example.org | +44 (0) 333 666 7366
USA Launch - Webinars - September 17th / 18th
Next week we will be hosting two webinars especially for US based media agenices.
Each webinar will last 30 minutes - we will cover the following;
- Attribution analysis
- Multi-Regression analysis
- Dashboard and PowerPoint builders
- Reporting digital spend across multiple ad servers and buying models
Places are limited so click on the links below to reserve your seat
If you are a New York based agency Sam Mikkelsen will be in town from September 22nd - 30th as part of our launch.
Sam already has meetings confirmed with a number of media agencies and he will be at the British Consulate on Tuesday 25th 0900-1200 for a breakfast networking meeting.
If you would like to meet with Sam (even just for coffee!) then please contact directly email@example.com.
Webinar July - Measuring TV Advertising Performance
Join us on the 10th July (10:30am or 4pm) for a free 40 minute webinar on how our subscribers use Adalyser to measure the performance of their TV advertising.
We will run through our attribution models and show you how we use regression analysis to measure the overall impact of your TV advertising campaign.
We have two webinars taking place on the 10th July 2012. To book your online seat, follow the links below
New Features - June 2012
In recent weeks our development team have been working flat out to bring new features to our subscribers.
These features include
- New and improved visualisations including bubble charts
- Matrix tool added for digital campaigns
- User configurable report centre
- User configurable ROI calculation support
- Hierarchical comparison views
- Target analysis
- Download more graphs and charts for bespoke reporting
- New attribution models to support multiple calls to action
- Improved white label so Adalyser can be branded to suit clients themes
- Configurable regression to visualise halo effect on spend
- Filters added for multiple and simple regression
- Sortable data tables in comparison analysis
- Hide and expose columns in data tables
- Summary table view gives top level info on efficiencies (sortable)
- Scatter charts let you view spend and return on any observation
- Summary tables added for digital campaigns
- Slider tool added to matrix results to visualise efficiencies
This year we will have analysed over £500 million pounds worth of media investment across TV, radio, press / inserts, direct mail and digital channels.
We continue to invest in new technologies and recruitment, adding two new members to our development and data analysis team this month.
We have also recently launched Adalyser in Australia.
All of this underlines our commitment to enhance our service and our global presence as a leader in the analysis and reporting of advertising effectiveness across all channels.
If you would like to find out more and arrange for a face to face demonstration or a webinar please get in touch with the business development team on +44 (0) 333 666 7366 or e-mail firstname.lastname@example.org
Advertising Effectiveness - The Fame Game
This week we attended a workshop organised by the IPA and hosted by MPG Media Contacts. The purpose of the workshop was to bring IPA members up to speed on advertising effectiveness and advice on entering this year’s IPA Effectiveness Awards.
It seems fame, creativity and like-ability are the key factors for any effective advertising campaign. Of course, working with an experienced media agency that can provide reach and frequency at the right price is crucial. But if the campaign isn’t liked and isn’t creative enough, then it will probably under-deliver on ROI and won’t stand a chance of picking up an IPA gong.
We heard from Lindsey Clay of Thinkbox, extolling the virtues of TV, Ben Phillips of Velti showing how effective mobile advertising campaigns can be and Andy Pang from facebook who gave us a detailed overview on measurement and return on social media campaigns. Marie Oldham from MPG Media Contacts also gave us a brief overview of some highly effective campaigns from yesteryear, notably the VW Golf and BMW ads.
Fascinating insights were shared by all the presenters, including:
- Why highly creative campaigns are so effective.
- How visualising data clearly, helps to tell a story.
- How previous winners of IPA awards present their findings.
- What sets IPA winners apart from everyone else.
- Which metrics we can use to measure effectiveness and ROI.
- Why econometrics for TV advertising is becoming more popular.
- Why like-ability is a key measure for effective campaigns.
- How mobile helps other media channels with very granular data.
- How ROI and effectiveness for social media is becoming easier to assess.
Good luck to all of the IPA Effectiveness Awards entrants!
Dashboard Builder - New Feature in Adalyser
With our new dashboard builder it is now quick and easy to create bespoke dashboards for you and your clients.
Share realtime spend, CPL, CPS and ROI with print, TV, radio, door drop and web advertising clients
For advertisers your marketing, finance teams and board members can log in anywhere in the world and view top line statistics on advertising campaign performance.
If you’d like to find out more about becoming a subscriber please call +44 (0) 333 666 7366 or Email Adalyser
1. When you enter a campaign you are greeted by a list of available graphs and charts to choose from.
2. Click on the name of the graph or chart you want, a preview appears. Simply drag and drop into the dashboard.
3. Drag over four or more graphs and charts, click save and your dashboard is created
4. There is no limit to the number of graphs and charts you can use for a dashboard
Our day at Media Playground
Earlier this month Adalyser attended Media Playground 2011 - A niche media exhibition for agencies, media owners and marketing professionals, it took place at the RBS building just off Bishopsgate and over 250 people attended.
During the day there were five seminars where panellists discussed the merits and key areas of digital media, including multi platforms, data, social media, mobile, and an extra session on the opportunities for next years Olympics.
We’d arrived the day before to set up, so with our video looking great, branded mugs, pens and flash drives duly laid out, we were all set.
9am and the first delegates were starting to arrive, unlike large exhibitions Olympia or Earls Court, the RBS atrium is a relatively small venue. This suited us perfectly and the atmosphere although busy was also intimate and gave us the opportunity to meet people who were genuinely interested in us and Adalyser.
As exhibitors we had guest tickets to gave away and so it was good to meet up with current subscribers but also potential new ones.
Sam Mikkelsen (Head of Business Development) presented the data debate and shared with the audience some useful insights regarding data and how advertisers and agencies in particular need to embrace data and use it effectively.
Sam’s presentation is available to download here and if you were not there you might be surprised to see slides that included pictures of Florence Nightingale, Hannibal from the A-Team and Monty Python - If you want to know more then we suggest you speak to Sam.
We met lots of new people, media agencies, research companies and media owners, all very keen to learn more about Adalyser. All of the seminars were very well presented by other exhibitors, the panellists were are of a high quality and we personally took away a lot more than just new contacts.
The day ended just after 6pm with a few drinks, chatting with other exhibitors and guests on the 3rd floor terrace overlooking Spitalfields Market, a view of the Gherkin building and soon to be dwarfed by the Shard across the river. Very impressive.
A few more well earned beers with the MediaTel team at a nearby bar and then a slight rush for a late train home back to Manchester. All in all a brilliant day for the team and Adalyser.
Other photos from the event
Dave Brennan - Panelist on the Data Debate
Our data and technical lead Lea Thurman talking through the key features of Adalyser
Sam Mikkelsen presenting at the Data Debate
Too much data not enough intelligence, differing opinions at MAP2011
So last week after attending the WARC MAP2011 conference I blogged about McDonald’s and their love of data. On day 1 I listened to Alastair Fairgrieve (VP and Chief Insight Officer) on how MCD’s are harnessing their data and measuring their various marketing channels (80% on TV). They then use this data to optimise future campaigns.
Other companies use data in different ways. Les Binet of DDB Matrix showed us the power of creative advertising. According to 30 years worth of data, the more creative the advert the more effective. We also learned from Les that just measuring your click through rate is not good enough in terms of measuring ROI, ignoring spend on offline activity means that the equation is floored. He went on to say that “Brand Response Analysis is massively underestimated” and stressed the need to take a “long term view”. Les insisted that to get even close to measuring ROMI properly you need to have a mix of methods which includes Direct Response measurement, Brand Measurement and Econometric Modelling.
So if Les is a true ‘data man’ then Dr Jeffrey Graham of Initiative might not be. Dr Graham had a very different outlook on data and ROMI measurement. He argued that you can never really measure mixed campaigns because the data isn’t all it’s cracked up to be. He also questioned the thinking behind analysing historical data and results. “Measuring what you have done just to inform you of what to do, inherently has its’ own problems”, he added that “It is a barrier to innovation”.
Dr Graham went on to say that a new accountability model should look very different. “We should shift focus against selling the brand rather than against the response or analytics”.
So the Research guy says one thing and the Ad Agency says something quite different. Both had valid arguments that were well presented, but to an advertiser new to marketing analytics this could present the question of who to believe?
However this was the tone of the conference, looking at different ways to do things, listening to different strategies, different opinions, different ideas and methods.
All fascinating stuff but is their too much data? Is it that hard to measure ROI from marketing spend? Do you really need expensive econometric modelling? It is only data after all. With so much technology available to us it would be foolish to not even look at what the data can tell us. Is it not about harnessing it in the right way and using it properly?
If its good enough for one of the biggest brands in the world who must sell more burgers than anyone else on the planet then its good enough for me.
Sneak peak of new screen shots in Adalyser
Here is a sneak peak of some of the new screen shots available to Adalyser subscribers.
In Portfolio Analysis you will be able to view the results of one media type and compare results with another. This helps to identify whether one media channel influenced or pushed the consumer to say the website.
The Dashboard is customisable so you can see only the graphs that are of interest to you.
The new graph view in ‘regression analysis’ will let you view the scattergram behind the data and interact with it to view the underlying data.