WIP- Reporting Roll Out Doc SC V3 2020.pptx

Campaign reporting is always an issue with resource constraints, lack of analysis, tight timelines and scope creep. This doc outlines the correct way to do reporting SOW. This is the most useful PPT I'm adding.

1. Revised Reporting Rules Weekly vs Monthly SOW Definition 2020 Shane Crombie

2. Key Timing June 16 th | Final Alignment with Leadership Teams June 22 nd (WO) | Agency roll-out June 15 th - July 19 th | Planning Training Program July 21 st – Aug 3 rd | Review training plans with RTF, Leadership & PLS Aug 4 th | Launch Training Program

3. Agenda Reporting Re-Launch Overview Reporting Overview Purpose of Reports & Guidelines Learning Hierarchy Deep Dive New SME responsibility – Optimization Logs Weekly Reporting Summary Overview of Learnings included within Weekly reports Included VS. Not Included Weekly Template Overview Roles, Responsibilities and Expectations Weekly Report Example Monthly Reporting Summary Overview of Learnings included within Monthly reports Included VS. Not Included Monthly Template Overview Roles, Responsibilities and Expectations Monthly Report Example What’s Next? Training Plan Template Adoption & Usage Datorama onboarding

4. Reporting Re-Launch Overview

5. Objective Prove our investment in best practice execution provides exponential value for our clients Purpose of Reporting Weekly Reports  Are we going in the right direction?   Monthly Reports Did we go in the right direction? Do we keep going in this direction?   QBR’s   Based on the direction we took, what's the right direction going forward?

6. Insight Holistic analysis Analysis Examination of observations Observation Perception of Information Information Organized data Data Unstructured facts and statistics Hierarchy of Learnings Quantitative Qualitative Strategy Optimization

7. Insight Holistic Analysis Performance highlights that banner ads drive the lowest number of site visits, in turn driving up the overall CPSV. Due to the performance of contextual and native placements, It can be inferred that consumers are more likely to visit a brand site if they receive an ad that is relevant to the content they are already engaging with. Due to this consistent performance, contextual and native tactics should be prioritized for future site visit campaigns.  Social performance shows that while all audiences perform in-line with benchmark, look-a-likes and CRM audiences perform well under goal in terms of CPSV and should be prioritized in future campaigns to help drive efficiencies.   (And so what?) QBR Analysis Examination of Observations Social audiences such as look-a-likes and CRM audiences consistently drove the highest number of site visits Q1-Q2, driving over 67% of the total campaign site visits. Display is seeing success strictly within contextual & native tactics. Driving 90% of the Display site visits, and 12% of the total campaign site visits.  (Why did this happen) Due to.. Because of.. Our rationale for this.. As a result of  Owing to.. Monthly Report Observation Perception of Information Socials CPSV remains stable while the Display CPSV saw a 13% increase month over month.  (What happened) We saw We noticed  We did Weekly Report Information Organized Data (What is it about) All Reports Data Unstructured facts and statistics 5/18-5/24 – Display - CPSV - $5.78 5/18-5/24 – Social  - CPSV - $5.47   5/25-5/31 – Display - CPSV - $5.22 5/25-5/31 – Social - CPSV - $5.36 6/1-6/7 – Display - CPSV - $6.13 6/1-6/7 – Social - CPSV - $5.38 6/8-6/14 – Display - CPSV - $6.27  6/8-6/14 – Social - CPSV - $5.43    (What is it) No Reports  OPTIMIZATION Quantitative Qualitative Learning Phase Example Deliverable Channel & Month CPSV Display $5.85 May $5.50 June $6.20 Social $5.41 May $5.42 June $5.41 Keywords

8. Optimizations… Provide insight into the level of work that happens within a campaign Help us tell a better story Prove that we are adding value by generating efficiencies and increasing results  Tracking Optimizations Utilization & Log O ptimization Log… Document owned by SME’s that tracks all changes made to campaigns, audience, targeting, etc.  Includes rationale for making the optimization  Can include hypothesis on results that will be driven by the recorded optimization. 

9. Optimization Log Example & Template Cheat-Sheet Observation What is currently happening within a channel, partner, audience or creative in terms of performance against benchmark? Analysis Why is what you observed seeing this performance?        ( You may not always have a clear understanding )  Optimization What direct action are you taking to increase performance? Hypothesis How do you think the optimization you are implementing will impact the campaign/increase performance? Partner -or- Platform Date of Optimization Campaign Week # Observation Analysis (if available) Optimization Hypothesis Facebook 10-May 1 Instagram stories seem to consistently be out-performing in-feed Instagram ads, driving a 10% lower CPC.  Since we are only 7 days into the campaign it is unclear why stories are out-performing in-feed No-current optimization - Monitor for an additional week before adjusting  Although stories are seeing top performance today, CPC will even out across placements over the coming weeks as story units have a lower reach that in-feed. Pinterest 10-May 1 Video pins are under-delivering against benchmarks across all audiences Video pins are reaching a smaller audience due to the base CPM cost, and it appears users are only watching an avg. of 2 seconds of video pins Switch video pins to a reach buying objective to increase total campaign reach. By reaching more potential consumers utilizing the reach objective we will increase total site traffic. Our CPC will likely increase however our CTR will also increase.  Facebook 17-May 2 Instagram stories and in-feed placement have started to even out in terms of CPC performance. Instagram stories are now only seeing a 2% higher CPC than in-feed ads  N/A No optimizations needed N/A Facebook 17-May 2 High-value look-a-like audiences are seeing a 50% higher ROAS than standard look-a-like audiences.  It appears that high-value audiences have only 25% of the reach of standard audiences. High value audiences are likely seeing stronger performance because they are reaching a smaller more qualified target.  Increase bid for high-value audiences and lower the bid for to increase the reach of high value consumers as well as the number of ECOMM sales. By increasing our bid we can expect to increase an increased CPM and CPP, however we will also drive an increased ROAS for high-value audiences - which will put us above our benchmark ROAS for the campaign  Main tab needs updated, and needs moved to BFF

10. Insight Holistic Analysis Performance highlights that Banner ads drive the lowest number of site visits, in turn driving up the overall CPSV. Due to the performance of contextual and native placements, It can be inferred that consumers are more likely to visit a brand site if they receive an ad that is relevant to the content they are already engaging with. Due to this consistent performance contextual and native tactics should be prioritized for future site visit campaigns. Social performance shows that while all audiences perform in-line with benchmark, look-a-likes and CRM audiences perform well under goal in terms of CPSV and should be prioritized in future campaigns to help drive efficiencies. When planning new site visit campaigns, prioritize social spend and limit display to top performing tactics like contextual and behavioral. Analysis Examination of Observations Social audiences such as look-a-likes and CRM audiences consistently drove the highest number of site visits Q1-Q2, driving over 67% of the total campaign site visits. Display is seeing success strictly within contextual & native tactics. Driving 90% of the Display site visits, and 12% of the total campaign site visits. Observation Perception of Information Socials CPSV remains stable while the Display CPSV saw a 13% increase week over week. Information Organized Data Data Unstructured facts and statistics 5/18-5/24 – Display - CPSV - $5.78 5/18-5/24 – Social - CPSV - $5.47 5/25-5/31 – Display - CPSV - $5.22 5/25-5/31 – Social - CPSV - $5.36 6/1-6/7 – Display - CPSV - $6.13 6/1-6/7 – Social - CPSV - $5.38 6/8-6/14 – Display - CPSV - $6.27 6/8-6/14 – Social - CPSV - $5.43 Quantitative Qualitative Learning Phase Channel & Month CPSV Display $5.85 May $5.50 June $6.20 Social $5.41 May $5.42 June $5.41 Example Lower programmatic bids in attempt to scale back the cost per site visit. Shift 10% of display spend to social to increase efficiencies. Turn off all display tactics outside of contextual and Native. Shift allocated spend to social look-a-like and CRM audiences. When planning new site visit campaigns, prioritize social spend and limit display to top performing tactics like contextual and behavioral.  OPTIMIZATION OPTIMIZATION STRATEGIC INSIGHT

11. Weekly Reporting Overview

12. Insight Holistic analysis Analysis  Rationale for observations Observation Perception of Information Information Organized data Data Unstructured facts and statistics Quantitative Qualitative Strategy Hierarchy of Learnings Weekly Reporting

13. Included Not Included Weekly Reporting Inputs 3-5 key optimizations made for week-of report Observations based on previous & current optimizations Roll-Up of cross-channel key media metrics at week of level Roll-Up of all cross-channel key media metrics at Q2D of level Breakdown of key media metrics for the reported week at channel, funnel OR campaign level Cross-Channel Analysis Deep dive into channel performance Audience Level Performance Creative Level Performance Insights or recommended next steps for future campaigns

14. Title Slide Weekly Reporting Template Overview Executive Summary Media Metrics Overview Performance Summary

15. Title Slide Weekly Reporting Template Overview Executive Summary Media Metrics Overview Performance Summary Empower Branded Title Slide – OR – Utilize a client image with Empower Logo Pending client preference summary slides can focus on channel, campaign or funnel level optimizations & observations. Highlights key optimizations that were made within the reported-on week. Captures top observations and provides analysis if available. A client should ONLY have to read this single page to understand performance for the week Includes main media performance metrics for the week of report and Q2D. Each chart will include spend + three client-focused media metrics. Includes pacing for campaign OR Q2D Charts will be pulled directly from Datorama. While clients are waiting to be onboarded to Datorama, charts will be populated in excel. Breakdown of media metrics at channel, campaign or funnel level based on client priority metrics. Includes client benchmark performance Charts will be pulled directly from Datorama. While clients are waiting to be onboarded to Datorama, charts will be populated in excel.

16. Weekly Digital Reporting Roles 16 Digital reporting data to be delivered to Digital SMEs by Ad Ops, or via Datorama (varies by client). Creates weekly report from template, inputs charts & sends to SMEs, DI & Account Ad Ops Responsible for managing on-going optimization log SME Selects optimizations to feature from client log and inputs weekly optimizations & observations SME Reviews report and builds on any observations or optimizations made. DI Sends report to the client including a summary of current pacing Account  Or DI

17. Weekly Reporting Example

18. Use official brand color palette

19. Performance remains steady with further optimization opportunities to be leveraged this week. Executive Summary Key Optimizations & Observations Social Media ClearTrade Amazon YouTube Our CPSV decreased 17%. Connect Display delivered a meaningful drop in CPSV to $0.79 from $1.20 with Lookalike audiences driving 40% of site visits Prospect  Facebook & Instagram spend increases successfully delivered a comparable rise in sales revenue for Prospect. Observations May 10 th -16 th Optimizations Affluent audiences were turned off due to high CPV in efforts to bring the average CPV back down to benchmark. “Carousel – B” units have consistently been driving top performance – “Carousel A units” have been paused to increase efficiencies Behavioral and contextual targeting was paused within the connect phase to prioritize lookalike audiences No new optimizations made this week Daily manual bids against top performing placements were executed this week to help decrease our overall cost-per-site-visit * Optimization driven observations and analysis

20. Media Metrics Overview WoW & Q2D Performance Data

21. Performance Summary Full Funnel

22. Monthly Reporting Overview

23. Insight Holistic analysis Analysis Examination of observations Observation Perception of Information Information Organized data Data Unstructured facts and statistics Quantitative Qualitative Strategy Hierarchy of Learnings Monthly Reporting

24. Included Not Included Monthly Reporting Inputs Holistic analysis across channels and goals Detailed summaries of campaigns (top three) OR channels OR funnel stages 3-5 Monthly observations and optimizations focusing on audience and creative performance within a campaign OR channel OR funnel stage Client and Campaign media performance at weekly and monthly level Creative recommendations (unless creative AOR) Insights or recommended next steps for future campaigns Cross Campaign Analysis at audience and creative

25. Title Monthly Reporting Template Overview Executive Summary – Analysis & Pacing Media Metrics Overview Overview Performance Summaries 3 Sections MAX Campaign/Channel/Funnel Bumper + Summary Campaign/Channel/Funnel Observations & Optimizations Campaign/Channel/Funnel Performance Metrics Campaign/Channel/Funnel Top Performing Creative

26. Title Executive Summary – Analysis & Pacing Media Metrics Overview Empower Branded Title Slide – OR – Utilize a client image with Empower Logo Pending client preference summary slides can focus on channel, campaign or funnel level optimizations & observations. Highlights key observations optimizations that were made within the reported-on month. A client should ONLY have to read this single page to understand performance for the month Includes main media performance metrics for the month of report and Y2D. Each chart will include spend + three client focused media metrics. Charts will be pulled directly from Datorama. While clients are waiting to be onboarded to Datorama, charts will be populated in Excel. The overview section within the monthly report houses top media observations as well spend & goal pacing for campaigns OR channels OR funnel stages. Monthly Reporting Template Overview Section

27. Campaign/Channel/Funnel Bumper + Summary Campaign/Channel/Funnel Observations & Optimizations Campaign/Channel/Funnel Performance Metrics Campaign/Channel/Funnel Top Performing Creative Bumper slide identifies campaign, channel or funnel level that the section relates to . Slide outlines the budget, timing, KPI, and benchmark to ensure alignment of goals. Finally this slide provides spend and goal pacing for the reported-on month The performance summary section within the monthly report houses a designated section for the top three campaigns . Providing a deeper dive into a channel OR campaign OR funnel stage. Optimizations & observations. on a singular channel, campaign or funnel stage. Highlights key optimizations that were made within the reported-on month. Captures top observations and provides analysis if available. Includes main media performance metrics for the week of report and Q2D. Each chart will include spend + three client focused media metrics. Includes pacing for campaign OR Q2D Charts will be pulled directly from Datorama. While clients are waiting to be onboarded to Datorama, charts will be populated in excel. Top three performing creatives for the month related to campaign benchmark. Monthly Reporting Template Performance Summary Section

28. Monthly Digital Reporting Roles 28 Digital reporting data to be delivered to Digital SMEs by Ad Ops, or via Datorama (varies by client). Creates weekly report from template, inputs charts & sends to SMEs, DI & Account Ad Ops Responsible for managing on-going optimization log SME Selects optimizations to feature from client log and inputs weekly optimizations & observations SME Reviews report and builds on any observations or optimizations made. DI Sends report to the client including a summary of current pacing Account 

29. Monthly Reporting Example

30. Fifth Third Digital Report April 2020

31. Executive Summary Key Optimizations & Observations Brand Checking Mortgage Facebook video continues to drive the lowest cost per completed view AND lowest CPM. Dollars from YouTube were shifted in April to increase efficiencies. The Hoops video performed best across all channels, earning 72% of the total video views. Observations & Analysis Campaign to Date Pacing Budget: $1MM Spend: $375K Pacing: 38% Objective: Increase Reach Benchmark: CPM - $7.50 Performance: $6.43 – 14% below benchmark Display banners continue to bring the average cost per submit up due to behavioral audience's poor performance in terms of cost per submit. We recommend turning off display for the month of May and shifting dollars to social and video. Search performance continues to decrease. We hypothesis that is this due to a lack of upper funnel awareness efforts. We believe search performance will benefit from optimization into social and video Budget: $1.5MM Spend: $375K Pacing: 38% Objective: Increase Checking Accounts Goal: 30,000 Checking App Submits Benchmark: Cost per submit - $45 Delivery: 14,984 – 50% of goal Performance: $32.29 - 28% below benchmark Social placements struggled to meet benchmark, however, is the top performer in terms of driving site traffic. In April we paused social conversion campaigns and shifted 25% of the budget to social traffic campaigns and the remaining 75% to Search campaigns which are driving the lowest cost per submit. Budget: $500K Spend: $88K Pacing: 17% Objective: Increase Mortgage Applications Goal: 5,000 Mortgage App Submits Benchmark: Cost per submit - $100 Delivery: 1,456 – 30% of goal Performance: $60.16 - 39% below benchmark

32. Media Metrics Overview WoW & Q2D Performance Data

33. Brand Campaign April 2020 Budget : $1MM Flight: January - August KPI : Reach & Impressions Benchmark (CPM): $7.50 April Spend $72,536 11,661,736 April Impressions April Performance Against Benchmark $6.22

34. Brand Executive Summary Key Optimizations & Observations #1 #2 #3 #4 Twitter video placements saw a decreased in view rate of 2%. This is likely due to creative exhaustion. Observations April Optimizations Dollars were shifted from Twitter AND YouTube into Facebook and Instagram video placements to increase efficiencies and capitalize on below benchmark performance. Facebook video continues to dive the lowest cost per completed view AND lowest CPM. The Hoops video performed best across all channels, earning 72% of thee total video views. Bids were adjusted across videos outside of Hoops in effort to increase the performance of all videos that inform on different 5/3 offerings. No optimizations at this time. Implementing retargeting banners and GIF’s across audiences that have completed a brand video drove a 26% lift in landing page views and site traffic.

35. Brand Metrics Overview WoW & Q2D Performance Data

36. Channel OR Campaign Name OR Funnel Stage Performance Summary WoW & Q2D Performance Data Hoops | Social Video Hoops | Social Story Hoops | Video CPM: $2.87 CPM: $1.75 CPM: $5.90 76% below goal 61% below goal 21% below goal You shouldn’t have to jump through hoops…

37. Checking Campaign April 2020 Budget : $1.5MM Flight: January-December 2020 KPI : Checking Application Submissions Benchmark (Cost per Submission): $45.00 April Spend $136,549 3,746 April Checking Submissions April Performance Against Benchmark $36.45

38. Checking Executive Summary Key Optimizations & Observations #1 #2 #3 #4 Observations April Optimizations FPO

39. Checking Metrics Overview WoW & Q2D Performance Data

40. Channel OR Campaign Name OR Funnel Stage Performance Summary WoW & Q2D Performance Data Get $250 | Social Video Get $250 | Social Story Get $250 | Display Banner Cost Per Submit: $27.80 Cost Per Submit: $29.62 Cost Per Submit: $32.12 35% below goal 38% below goal 28% below goal

41. Mortgage Campaign April 2020 Budget : $500K Flight: April - July KPI : Mortgage Application Submissions Benchmark (Cost per submit): $100 April Spend $87,602 1,456 April Applications Submitted April Performance Against Benchmark $60.16

42. Mortgage Executive Summary Key Optimizations & Observations #1 #2 #3 #4 Observations April Optimizations FPO

43. Mortgage Metrics Overview WoW & Q2D Performance Data

44. Channel OR Campaign Name OR Funnel Stage Performance Summary WoW & Q2D Performance Data Family New Home | Social Save $2K | Display Banner Search Terms Cost Per Submit: $58.80 Cost Per Submit: $47.60 Cost Per Submit: $32.12 36% below goal 22% below goal 57% below goal “Best Banks for New Mortgage”

45. Next Steps

46. Next Steps Template Adoption (Today) Teams who can or are interested in adopting the new template for their clients reporting should do so immediately. If you have questions on how to best set up your clients reporting within one of the templates, please set up time with Shane. 1 SME Reporting Work Shops & Training (August – September) Each digital SME will be required to complete 1-2 training courses focused on report building and analysis. 2 3 Datorama Client Dashboarding (September - December) If your client is not currently onboarded/onboarding to Datorama, hang tight! Leigh-Ann will be reaching out at the end of Q3 to outstanding teams and will provide a process on how to get your client dashboard setup. 

47. Performance remains steady with further optimization opportunities to be leveraged this week. Executive Summary Key Optimizations & Observations Social Media ClearTrade Amazon YouTube Our CPSV decreased 17%. Connect Display delivered a meaningful drop in CPSV to $0.79 from $1.20 with Lookalike audiences driving 40% of site visits Prospect Facebook & Instagram spend increases successfully delivered a comparable rise in sales revenue for Prospect. Observations May 10 th -16 th Optimizations Affluent audiences were turned off due to high CPV in efforts to bring the average CPV back down to benchmark. “Carousel – B” units have consistently been driving top performance – “Carousel A units” have been paused to increase efficiencies Behavioral and contextual targeting was paused within the connect phase to prioritize lookalike audiences No new optimizations made this week Daily manual bids against top performing placements were executed this week to help decrease our overall cost-per-site- visit

48. Media Metrics Overview WoW & Q2D Performance Data

49. Performance Summary Full Funnel