How to transform the governance and management of your marketing campaigns using the Eulerian attribution platform? - Anglais


This Playbook provides a governance framework that allows you to take full advantage of the features and data available in the Eulerian Platform Attribution solution. It focuses on transforming the governance of campaign management and marketing spend , with a focus on decision-making .



Governance recommendations for Media Mix performance analysis


Combine a tactical approach to steering for the optimization of your daily campaigns with a strategic vision of long-term steering linked to budgetary arbitration between channels and marketing platforms.




Daily Analysis


Goals :
  • Optimize ongoing campaigns
  • Adjust budgets and bids
  • Quickly identify broadcast and/or performance anomalies

Recommended tracking metrics:
  • Expenses
  • Impressions
  • Clicks
  • CTR
  • Bounce rate
  • Time spent
  • Conversions
  • CPA
  • ROAS

Tools :
  • Use the report Global Synthesis to track campaign performance in real time
  • Open accesses " Editor "to your advertising partners (Networks, Agencies, etc.) in order to allow them to take advantage of a maximum of performance indicators for monitoring and optimizing their respective campaigns

Customer Success Team Advice
Set up alerts on your key metrics to automate anomaly detection in real-time.
Synchronize your ad spend with your Eulerian platform to know your real CACs (with conversion deduplication)



Weekly Analysis


Goals :
  • Evaluate weekly campaign performance
  • Optimize ad creations and targeting
  • Adjust investments between campaigns or between channels

KPIs:
  • Cost per conversion per campaign
  • Abandoned cart/journey rate by campaign
  • Sales cancellation rate by campaign
  • Revenue by campaign

Tools :
  • Use the report Global Synthesis to track campaign performance and compare performance with the previous week (or the same week in year -1).
  • Dig deeper into the analysis of the worst performing campaigns in direct conversions by leveraging the Assisted vs. Attributed report. It will allow you to evaluate the rate of presence of these campaigns in winning vs. non-winning journeys.
  • Make tactical adjustments to underperforming campaigns.

Customer Success Team Advice
Set up volume and value goals in your Eulerian platform to track reach trends and adapt your media mix accordingly.


Monthly Analysis


Goals :
  • Measure the impact of campaigns over the past month
  • Analyze performance trends compared to the previous month and the same month last year
  • Analyze advertising platform performance by sales type and product type
  • Adjust budget allocations between campaign types, ad platforms or channels

KPIs:
  • CPA
  • KING
  • LTV per channel

Tools :
  • Set up a personalized dashboard adapted to monthly management of strategic performance indicators.
  • Compare the performance of ad platforms and campaign types under different attribution models to address channel cannibalization bias (see below ""Adapt Attribution to Campaign Types")

Customer Success Team Advice
The database Data mining is particularly suitable for carrying out more in-depth analyses of your conversions and the users who are behind them.

For example, you will find:

- Turnover achieved by the customer before the sale analyzed
- Number of sales made by the customer before the sale analyzed
- Products purchased
- Attributes of the products purchased (brand, category, etc.)
- Page views during the session that ended with a sale


Quarterly Analysis


Goals :
  • Evaluate quarterly performance
  • Analyzing the impact of strategic campaigns
  • Planning future investments
  • Plan Incrementality Campaigns

KPIs:
  • Conversion rate
  • LTV per channel
  • CPA
  • KING
  • Contribution of top of funnel campaigns to bottom of funnel campaigns

Tools :
  • Perform contribution and profitability analyses of campaigns and channels via reports Media Path , Assisted vs. Assigned
  • Perform customer journey velocity analysis using Duration and Time reports Velocity
  • Identify the most autonomous channels using the report Exclusivity

Customer Success Team Advice
Incrementality testing helps determine the real impact of an advertising campaign by comparing the results between a group exposed to advertising and a control group not exposed.

This helps to isolate the direct effect of the campaign from other factors influencing the results and to confirm the ROI results measured by the STA or MTA algorithms.



Half-yearly and Annual Analysis


Goals :
  • Assessing long-term trends
  • Adjusting global strategies
  • Planning budgets
  • Updating data collection to meet the strategic challenges of the coming year

KPIs:
  • Overall ROI (MROI)
  • Impact of campaigns on business objectives
  • Customer loyalty

Tools :
  • Perform performance analysis vs year-1 using the report Global Synthesis
  • Perform seasonality analysis using the report Global Synthesis
  • Refine analyses by segmenting by product attributes, CRM attributes, and LifeTime Value
  • Conduct a review of Eulerian product innovations to establish a testing schedule for the coming year

Customer Success Team Advice
Eulerian offers Marketing Mix Modeling algorithms to efficiently integrate data from offline campaigns and other exogenous factors such as seasonality.



The most popular use cases among Eulerian customers



Adapt Attribution to Campaign Types


Take advantage of custom Single-Touch attribution models .
Eulerian offers the opportunity to create personalized real-time Single-Touch attribution models by integrating prioritization and deprioritization logic for marketing touchpoints.

This solution allows the Eulerian Client to build attribution models specifically adapted to the challenges and characteristics of each campaign type.

Here is a list of the most common use cases:

Do PROMO CODE and CASHBACK type campaigns cannibalize the performance of other campaigns?

Do SEA BRAND campaigns cannibalize the performance of other campaigns?


Measuring the LifeTime Value of a Marketing Channel


Take advantage of Single-Touch attribution models with marketing history freezing .
A marketing history freeze attribution model involves “freezing” or fixing a user’s marketing history data at the time of their first sale.

This means that any marketing touchpoints that occur after that first conversion will not be counted, and future sales and revenue will continue to be attributed to the traffic source that generated the first sale.

This model thus makes it possible to identify the most effective traffic sources for attracting customers with a high lifetime value (LTV) .


Measuring the contribution of digital investments to offline conversions


Take advantage of the online-offline reconciliation available natively in your Eulerian platform.
An online ad viewed several days before a store visit may have influenced the purchase decision. To effectively measure the contribution of digital investments to offline conversions, it is essential to integrate data from physical sales channels.

This new commercial performance information will naturally strengthen the ROI of digital campaigns .


Consider qualified visits in a Data-Driven MTA model.


Take advantage of the Multi-Objective engine available in your Eulerian platform.
A Eulerian Client will typically start by adopting a Shapley or Markov type Data-Driven attribution model configured so that the algorithm works exclusively on conversions.

While this model is effective in identifying traffic sources that convert, it does not value the contribution of channels that generate qualified traffic but do not directly lead to a sale.

The MTA engine offered by Eulerian is open and allows you to configure multiple objectives in order to value not only the traffic sources that convert, but also those that are the origin of qualified visits .