Create Advertising Cloud dashboards with Adobe Analytics

Transcript

Everybody, it’s Sean. In today’s video, I’ll be taking you through creating an Advertising Cloud Dashboard within Adobe Analytics.

Learning objectives today, we’ll be discussing the difference between a report and an analysis. We will explain how to set this report up for success, and then we will jump into Adobe Analytics and I’ll explain how to use your Advertising Cloud Data within it. So, the first thing we want to do is establish what a Dashboard is. A Dashboard is a concise report that lets us see how we’re doing against our goals and objectives. These goals and objectives were predefined by the key stakeholders, or identified within your pre-launch analysis. These are sent on a recurring cadence, so maybe once a week or once a day, and it provides the opportunity to ask deeper questions. These deeper questions will become your analysis. So, if you find something off or not going towards the goal as it should go, you can dive in deeper, you can use Adobe Analytics or you can use other tools to figure out, maybe, why. So that’s what we would call an analysis.

Setting this report up for success. We want to clearly define the K-P-I of the campaign, like I stated in the last slide, this is very important to making your Dashboards, or your return reports, more useful. So in those pre-launch analysis or talking to your clients, you understand what our campaign is designed to achieve. And then we clearly illustrate this K-P-I within the report. So, within this report on the right, everything that is displaying here is designed to show me how my campaigns are performing, but how it’s driving towards the main K-P-I. So as an example, my main K-P-I is actually booking starts. And I want to keep that, top right, everything below it is going to support the things with the main K-P-I, so my visit rates, my flows for yesterday. And I can even see hourly, what we’re doing within the hour. So, everything within this report is going to give me a really quick snapshot, in terms of how my Ad Cloud campaigns are driving towards that main K-P-I.

So, benefits for this type of report. It’s going to provide a recurring report to key stakeholders on the current performance of the campaign. It’s going to let us monitor items of this report that are influencing the campaign. And it’s going to tie everything back to downstream Adobe Analytics data. So, with Ad Cloud integrated with the Adobe Analytics, whoever clicks the review through will be able to tie all those I ideas to whatever’s going on the site. So it gives us a lot of great opportunities to show, coming off of those visuals or Click Throughs, what page they enter from and then everything they do after that, and shows us how it’s getting to the main K-P-I.

Okay, now I’m in Adobe Analytics, and we’re going to take you through how to start to create your Dashboard. So, one of the first things I’ll do is, I will take my panel, and I will edit the description, you can do that by right clicking, and saying edit description. And, in here, and this is what’s going to be really useful for your recurring reports, is it’s going to just state the campaign goals. So, if your goal is to drive revenue, with an A-O-B of x, your campaign goals will say it. You can also put in your flight dates, your start date, your budgets, any other things that you think will be useful for somebody who may not be as familiar with the campaign, receiving the report, then you can put here. So, the next thing we want to do is we want to start to customize this, this Dashboard to fit your needs. So, what I typically like to do, is I like to go to my settings and I like to set the density to comfortable. But, I also like to change the color palette to match that of the brand’s, so you can do that very easily by using a tool like this hex color. I’m going to get out of full screen. Now, I have a little button up here, that will actually inform me towards the colors of each of these, so if I were to say I want to create Dashboards that have the color of this black one, right, it lets me know what that hex color is. Or maybe this blue up here, it’ll let me know the hex codes. I just paste the hex colors into it and it allows me to create brand colors for each of my Dashboards, so you can jump onto a client’s website, start to pick out colors and customize it more towards your needs.

The next thing I’ll do is I will create a custom date range, so I have date ranges down here and you can see I have two created already, one is a total flight date, one is a rolling date, daily. So, you can do that by clicking the plus button, and, just based on one of the flight dates, you can set that here. And if you want to create it for rolling, you can say, well let me do a fixed for when I started the campaign. But, besides that, keep the dates rolling every day. So, I can say, minus one day, and this will update it so the fixed date will always be March 1st, but each day I come in, it’s going to update the report and the database automatically. You can save that and then, basically, what I’ll do is I’ll just take this and I’ll just drag it on my panel, so I’ll take the total flight day, the rolling or the total, and I’ll drag it into the Date Range area. So, those are three main things you can do to start out with your Dashboard. But, what, now what we want to do is we want to actually start to create our Dashboard. So, what I usually like to do is I like to create my raw data tables, so I have five right here, and, depending on what you’re trying to create, you might have more or less. So I have my raw campaign summary data, I have my weekly trend data, I have my spend pacing tables, my raw targeting data. And, then, my product data. So, what product I’m actually selling. So, I’ll start out with the raw campaign summary, I can open up this data table. And, I can see I have my main metrics, these are some of the main metrics I’ll utilize when creating my, my Dashboards. So, now that they’re here, it’s really just a process of right clicking, visualizing, summary number. So, what we can do is, we can do an example with cost. I can right click on the cost, I can visualize it. And then I can put a summary number.

I can resize it, stick it over here, and, say I want my spend to be here, so now I have my total spend during that flight date that we created. And, we can also remove this down here, if you want, clean up a little bit, I want to remove that legend. But, then we need to lock it. So, if I were to start clicking around, this is going to update it. So, what I actually want to do, is I want to lock this data set. I can hit this on the top left, and hit lock selection. Now I have a lock, I can move around and it’s going to stay where it is, so I know this is going to keep being total spend, based on the date ranges. What you can do from here is, I usually like just duplicate this, it keeps the sizing the same. So, you could duplicate the visuals. And if I want to do this for impressions, basically what I can do is just unlock the selection, and now I just click impressions and now I have my impression data. I can stick in total impressions, and that’s locked. So, I have two quick ones right there. The next thing I want to start to do, is start to populate this section over here. This is, typically, where I like to put my revenue. So, I usually like having my revenue or my main K-P-I up in the top right, much bigger than the other ones. So, let’s create that really quickly. I can right click, duplicate this.

Like I said, I like to be a little bigger, so I might make this this size and move it underneath, and then I will unlock this. And I will say that that’s my revenue.

So, what I have on top here are just summary numbers, what I want to start to maybe do, is trend this out a little bit. So, I typically like to keep things in the same column. So, I’ll have my spend here, but then my spend changes week over. I’ll have my impressions here, my impression changes week over week. So, let’s do that. So, let’s open up our raw week summary data.

And I feed my spend here. So, I have two weeks. So, with this demo account, I couldn’t actually put last week or two weeks ago, but what you would typically do within a Dashboard, is you will find your last week, and your two weeks ago date ranges and you’ll stick them here, but, just to convey the point, what you would have is two rows or columns. I want to say, well, what’s my spend change between costs, so I can right click on both of these. And then, I can say let me visualize this with a summary change number.

Here, resize it.

Underneath the spend.

So, now I have spent change, week over week.

So, if I want to do this for revenue now, I can, let me just lock this, and I want to duplicate this visual so I can keep the same size. We’re going to stick underneath revenue, unlock it. And then highlight the revenue, so I can highlight this data, and depending on how you select it, it’s going to change it. So, if I want, if I click this April 21st to April 14th, It’s going to change the date, but I want to change the week over week, so from the 14th to the 21st, it’s going to say, well, our revenue is actually down, week over week. So, I’m going to lock that.

And, then, usually like to have a C-P-M metric here, if that’s a main thing you want to do, so let’s visualize that, C-P-M. I can duplicate this.

Unlock it, hit my C-P-M, then lock that.

And, then, lastly, I’m going to put in my ROAS.

Put this over here.

All right, so, we can see what we have here. We have spent, change week a week, we have impressions, total impressions by C-P-M, my main K-P-I, my changes in the K-P-I, let’s just change this to ROAS, and the total K-P-I.

Let’s change this around, actually.

So, I have this big hole here. What can I fill that with? Likely, what I usually do is I will use the clicks or View Throughs, so I just want to get a feel for how many clicks or View Throughs are entering the site. So, what I got to do is highlight both these data as my View Through data and my Click Through data, so a View Through being someone who was exposed to my ad and then came to my site or someone who was exposed to my ad, clicked on that ad, and then came to the site. So I’m going to click both these data points, I’m going to visualize this with, perhaps, a donut.

And then it will just fit nicely into this gap.

I got to lock this, and Entry Type.

Right now, this is telling me that 51% of time, 54% of time, someone who was exposed to my, to my ads actually viewed-through the site. And, then, 45% of the time, it was actually clicked through. You can update these labels, so maybe I want to get rid of A-M-O, or I just want to say, well let’s just do View Through, I can edit that label, and do View Through. There’s a lot of right clicking involved. One of the main things you can learn from this, when in doubt, right click and you could probably find the data you need. Okay, the next portion of this is we want to start to fill in our spend pacing. So, I just want a report on my daily spending goals or remaining spend and, just so I can watch it and make sure that I’m spending at an even pace. So, actually I have a table here called raw spend table. And within another video, you’ll find ways to create this, but basically, what this table does is, it gives me my cumulative spend, and just adds it up, day over day. My days left, my total spend throughout the flight and then, based off those metrics, I’m able to create a couple others, right. So, spend remaining, my daily spend goal. And then, I have some static numbers here, in terms of my budget, which is 400,000, as an example, or just 100% static. So, let’s create a visual that will look at cumulative spend versus remaining spend, and then our total budget. So, I just highlight three of these, and then I can right click that, and I can visualize that with a line graph.

So, let’s stick it in here Because I just have my data on the left. So, what you will usually find with this type of graph. In this demo account, things are pretty perfect, right. But, for the most part, you might find that it’s going to be a lot more curved out, in terms of actually hitting your daily spend goal. In the perfect world, it would be a perfect straight line, crossing in the middle. But in this example, just keep in mind that it may not look as straight as this. So, like I said, if you want to update the name and you can edit the label, so it’s a little cleaner, so you can keep that in mind. And, then, let’s lock that. The other one I like to have is my daily spender goals. So, daily spend goal, right, and then I have my percentages. And then I have the 100% static, and this is going to help me visualize a little better. So, I can view this as a line as well.

So, in theory, if you’re pacing perfectly, you’d be hitting this purple line every day, at 100%. Like I said, that’s not usually going to, what you’re going to find happen. And, in this example, you can see that we actually start to pace really below where we need to be in order to hit our budget. But, it’s a good way to keep track of that, and you are using this report on a daily basis, you’re just going to have something on the left here that will just quickly show you, are you pacing to where you need to be? So, I’m going to lock this. All right, so let’s start to fill in this section. So, we’re going to dedicate this, kind of, whole area to front end metrics, spend, pacing, total spend, changes week over week. I’m just going to do targeting data in here, so how we’re doing in terms of first party targeting or third party targeting, when those placements, that are hitting those people, come to the site, when the users come to the site, you know, how they perform. So, what we do is, I have this whole area down here, in terms of targeting. And, basically, this is just segments, that I created and saying, hey, placements that I know contain retargeting or pertaining, prospecting or really anything. I want to bucket them together. So, for this example, we don’t really have that data set, but we have something called placement data. I just said placement contains one, placement contains two, in this way, sort of, reporting on a couple hundred placement names, you can bucket the themes into a targeting perspective.

And this doesn’t have to be placement, it could be your practice level data, could be your campaign level data, it could be your ad level data, whatever it is within that you can bucket into it. So, for this example, I just want to get total spend and total revenue by those traffics. Highlight both of these, and I’ll right click it, Donut.

Stick this here, and I’ll lock that.

And then, I want to take, maybe, a look at the C-P-Ms. So, I’ll just visualize this with a bar graph.

So, like I said, if you notice what I’m doing a lot of is just taking the raw data table, right clicking on it, depending on what, how I want to visualize it, taking the data that way.

So, now, we have a, kind of a big gap here, as well. So, I usually like to keep everything in line, so this is my whole revenue area. Usually, what I find helpful is, what did I do for revenue yesterday. So I can start to build that out. Or, maybe I want to look at week data, so what do we do for spend or revenue last week? So, I go into my weekly data, I can say, well, April 21st, in this example, I can right click it, I can visualize it, create a summary number.

So, this can be anything. It could be yesterday data, it could be two days ago data, anything you want to keep a close eye on. And look at that.

Lock it, I can then duplicate it. And I want to put my last week ROAS here. I have total ROAS, and then I have last week ROAS.

And, just to fill in this little gap, so, great to know that we’re selling revenue, that we have revenue from last week but what are we actually selling in terms of products? I can actually go to my product data. And this will let me know, since I have access to Adobe Analytics’ data set is what products I’m actually selling. So, I can highlight my top 10, I can visualize that. I can make this a bar graph, or I can make it a donut chart or a line chart, if you want to get data for a day over day.

Take this, move it here. So, maybe you have revenue, but you want to actually put in conversion rate as well. So, you can maybe just highlight all the data and it will update it. And, just make sure you go in and do a Dual Axis. And you can say don’t limit my rows, and then you’re all set. So, now you’re seeing what products have the highest conversion rate for your Ad Cloud data, you can total revenue by that, as well.

So, by the end of this whole process, you have a report that looks kind of something like this, right? So, it could be really anything. In this example around here, ad spend, revenue, day over day. Here’s my total revenue, a little bit bigger at the bottom, and then I’m all set to start to send this out. So, I can go up here and I can hit share. And, I can curate it, which will actually limit the data set to everything I used, and then I can say, well let me send this on schedule, as well. So, I can say, let me do a PDF, I can add all the people who’ll receive this, and I will say, send this once a week, Monday morning at 10 o’clock, and then you’re all set. So, in summary, we discussed the difference between a report and an analysis, we set this report up for success by showing that we need to clearly define our K-P-Is. And then, we jumped into Adobe Analytics and I showed you some tricks and some tips in terms of how to create these very quickly. So I hope you enjoyed the video, and I’ll see you guys again soon. -