How to do in-house Advertising Analytics with BIME

1.7. This is it. This is how many seconds advertisers have on average to engage online consumers. And the window of opportunity is getting smaller and smaller as the stats show that 77% of web display ads are never seen. However, online advertising continues to break records. In US only, for example, the Internet ad revenues soared in 2013 to a record $42.8 billion. In Australia, online advertising spending has beaten free-to-air TV for the first time. More recently, IAB and Pricewaterhouse reported that the online advertising market has reached a total of $1.067 bn only in the first three months of 2014, with mobile and video advertising driving the exponential growth (in US only, video ad views topped 26 billion in november 2013, more than double from the previous year).

Check out the latest advertising dashboard from BIME (with the following credentials: user - demo, password: demo to benefit from the interactivity features).

This accelerated growth also comes with proposals for solving the problem of the attention span of users online. But it is not by prolonging the time that users are exposed to ads but by refining the quality of interaction during the 1.7 seconds. According to a recent study, over 70% of marketers failed to target consumers with behavioral data in 2013.

Last year has seen the rise of the programmatic advertising concept, a use of data to automate and optimize ad buying and sales, a way to see at a granular level of impressions and then regroup the views to buy proportionally. Automation is touching every field of advertising (mobile and video being again the change drivers here) as it allows decisions to be taken in seconds. The new market is expected to grow to $32 billion in worldwide sales by 2017 from $12 billion last year, according to the latest estimates from Magna Global.

However, this solution misses two major elements: 1. the fact that companies - whether big or small - have started to have data analytics tools in-house with which they want to integrate the ad-buying system they are currently externalizing to ad agencies and 2. the essential need of correlating ad data and ad results with data from other fields and departments such as sales or PR in order to actually calculate the overall impact.

Check out the latest advertising dashboard from BIME (with the following credentials: user - demo, password: demo to benefit from the interactivity features).

In this context, a cloud BI platform is bringing both worlds in the same solution. All key attributes of online advertising, from CPM and CTR to the breakthrough viewability criteria can be analyzed in terms of performance through cloud BI thus allowing for realtime decision-making.

This is why, we @ BIME decided to create a specific advertising analytics dashboard based on a real-life like scenario. By using the interactivity functions in the dashboard filter panel, one can understand the specific impact of keyword series or exact keywords on click-through rates, costs per click or ad groups over different periods of time. In the Top 50 keywords treemap, the user can use the Focus All function and see how the whole dashboard is changing depending on a specific word's stats. Moreover, on the Clicks Over Time chart, the user can decompose each point in time and see which keywords were most clicked at that point - the dashboard also offering the possibility to change the visualization type from line chart to treemap. One can also decompose the cost per Ad Group to see the cost per keyword belonging to each Ad Group and realize which keywords were the star performers of each Ad Group.

We believe this is just the tip of the iceberg of how cloud BI can take back advertising distribution in-house from advertising software solutions so it proves the point you made for the submission. The revolution will continue because through cloud BI, ad data can be connected and analyzed in an integrated manner with data from Google Analytics, Facebook Insights or - as video ads are growing - even Youtube Analytics More than that, these results can be correlated with sales and financial data from Salesforce or Quickbooks in order to have a global view of how ads and the ad-buying process of influence the sales, PR or social media activities of an entire company. In this context, Cloud BI does not only save money spend on external automation systems but also shows deeper correlations - essential to a company’s integrated business management.