Hi there,

Announcement Of The Week:

The Reach and Frequency™ is a course our team and I created to teach soft and technical skill needed to be a successful programmatic ninja. The content is focused on Programmatic Activation, from fundamentals such as the programmatic ecosystem and media buying definition, to the tools needed to launch and run a programmatic media campaign(s), including optimization best practices and DSP(s) overview.

You can purchase each module or the full course depending on your education and self-development goal.

(share with a friend or co-worker and offer them 20% off any product with code newsletter20).

 

Actionable Insight: Reporting Hack

I’m often doing workshops focused on optimization and have added this reporting hack lesson, by popular demands.

When doing reporting, here are 3 easy questions to answer to help you cover your important insights to help any readers digest the data.

Simply said, the client mostly cares about:

• What happened: Talk about a particular data point based on objective and KPI(s)
• So what: Why did this happened, any optimization or seasonal/industry influenced?
• Now What: Now that we know what happened and why, what will we do about it? And lay out next steps.

Ok Hélène, but sometimes we need inspiration to find something to talk about before answering these questions.

Here are 4-5 things you want to consider looking at when compiling a weekly, or monthly report:

 

1. Weekly Changes:

Include any WoW (Week Over Week) improvements meaning any calculated variances between the previous and current week/month/quarter/year/or all the above, you are reporting on.

Look for improvements or changes in CTR, CPA, CPM, or focusing on that primary KPI

Bookmark this site for easy calculation! (Because it is about working smart not hard)

 

Example:

If our KPI is CPA and our goal is $75 CPA

Week 1: $125 and Week 2: $105

Although our benchmark is $75, this week’s average CPA is $105 ($125 Last Week).

The 16% CPA decrease WoW is likely due to an optimization completed removing sites with no conversions and an average CPA above benchmark.

Example sites that were excluding are:

– www.thisisasample.com

– www.youareamazing.com to name a few.

Another Example:

If our KPI is Revenue and our goal is $1.8MM quarterly

Total quarterly Revenue is $1.03M putting us 58% to our total revenue goal of $1.8M and 54% of the quarter has passed. Ongoing optimizations implemented has helped the overarching Revenue to increase WoW.

 

2. Cause and Effect

Review recent changes completed in the last week, month, or even day!

Did we implement a new optimization, adjusted or removed targeting levers?

Did we shift budget to a performing tactic or audience or did we reduce budget from underperforming ones?

If your data is changing around the same time or right after any changes were made, it should reflect in your analysis!

 

3. The New-New

This is where you test new audience segments or tactics. Don’t be afraid to recommend the new -new!

 

Example:

When looking at your site list, see if you can pinpoint categories where most conversions are recorded.

i.e., let’s say 25% conversions are generated by wtkr.com, washingtonpost.com, cnn.com… These are all news related sites.

Suggesting to target a contextual adgroup focusing on news related keywords can also be worth testing.

 

3.5. The New-New: Part II

Here are recommendations to add into a monthly or quarterly, thanks to our friends at Basis Technology:

Example: Native Retargeting

Example: Segment Retargeting pools based on visitation; heavy up on users who have visited the site within 10 days (or 5, 3, 1, or less than 12 hours)

Example: Re-engage with users who have not visited the site in over 30 days

Example: Create an audience based on users who watched a video up to 50% completion

Which prospecting tactic sees the highest CTR therefore filling the user funnel?

 

 

4. The High’s and Low’s

Which tactic is performing best? or worst?

Which audience has the highest or lowest conversion rate?

which creative message has the highest or lowest CTR?

Which CTV/OTT deal has the highest offline conversion?

Point out the outstanding highs and lows in your data!

Highlighting what worked and did not worked is important!

Take note of any seasonality or industry trends (i.e., Are CPMs higher during the holiday, therefore impression count lower?

 

This can also lead to new recommendations:

The best performing audience was the soccer moms with teens in their households with an average CPA of $xx (depending on your main KPI).

We recommend testing a new creative message targeting moms with teens and retargeting xx…..

According to Google Analytics, users on the master in business page have the lowest views, we recommend testing a specific message with a lookalike of the master page.

 

For more information on this, feel free to check out Module 7 of the Course where we dive even deeper into optimization levers and how to develop efficiency. At the end of the module, you will be able to answer:

1.) What is a strategy and what to look for to create one, including creating a media plan

2.) What is optimization and why is it important?

3.) How to optimize including best practices

Also consider watching this training videos on YouTube:

Optimization Masterclass on Programmatic Targeting Levers Preview

Programmatic Activation – How To Optimize Data Segment

 

 

 

Cheers to leveling up!

Hélène
Your Programmatic Coach

_______________________________________________________________________________________________________________________________

About Helene Parker Consulting LLC, we offer programmatic media activation training and workshops. Here are some example of training topics you could offer your team!

Our mission is to help 1,000 individuals with little to no experience in marketing to become programmatic media traders and planner with The Reach and Frequency™ course (share with a friend or co-worker and offer them 20% off any product with code newsletter20).

Hiring the ideal programmatic ninja can become daunting these days and this is why we offer talent acquisition services helping amazing programmatic ninjas to find their perfect career opportunity.

If you are a candidate or a hiring manager, feel free to give me a call 757-613-9984 or email me at info@heleneparker.com

We are always looking for a referral or simply happy to chat the latest and greatest so don’t hesitate to book a call 😬

_______________________________________________________________________________________________________________________________

Hi there,

Announcement Of The Week:

The Reach and Frequency™ is a course our team and I created to teach soft and technical skills needed to be a successful programmatic ninja. The content is focused on Programmatic Activation, from fundamentals such as the programmatic ecosystem and media buying to the tools needed to launch and run a programmatic media campaign(s).  This also includes how to create a media plan and a programmatic strategy to optimization and reporting best practices.

You can purchase each module or the full course depending on your education and self-development goal. 

(share with a friend or co-worker and offer them 20% off any product with code newsletter20).

Noteworthy News of the Week:

Antoinette Siu wrote this article Media Buying Briefing: Flex workforce, fringe benefits are key to navigating the talent crisis on Digiday

Here are my takeaways:

Agencies are rethinking their staffing models from the ground up, and are prioritizing benefits and training programs.  ✅

According to a survey, 85% of agencies believe there is a shortage of media talent in the market. Many agencies are turning to third-party services, like WorkReduce, which takes care of recruiting, hiring, and onboarding talent.

Hiring has gotten more competitive, and expectations surrounding salaries and fringe benefits, as well as training resources and flexible locations, have contributed to the talent shortage within agencies. Some employers may have offered higher salaries in the past, but those offers are cooling off.

The current workforce wants better working conditions, extended holidays and breaks, and access to relevant training and learning resources. This is why GroupM and Kepler Group established their own learning and development programs aimed at helping employees pursue advanced careers and keep their skills fresh.

Fetter said employers should invest in learning and development for their workers, especially the younger ones. 🌟

Actionable Insight:

Most of the clients I service are in-market for a programmatic ninja with senior experience, and as the article mentioned, it is competitive.  

We recently conducted a training day with the HIFI Agency where programmatic fundamentals were covered with the whole team and optimization and strategy with the programmatic ninja:

“You’re a wonderful teacher and I learned so much! I’m already more confident in making changes to the account, adding the right data segments, and reviewing sites lists/suppliers. I’m excited to put all of this to work and give great insights to my clients.”

  – Kelly Cockrill,  HIFI Agency

Here are my recommendations:

• Consider investing in training: 

• • 74% of surveyed employees feel they aren’t reaching their full potential at work due to a lack of development opportunities, according to Lorman.  Take the time to offer a path for growth for each employee by identifying their strengths and encouraging the development of new skills.

• Shameless plug 🦄 I offer 90 mins workshops or 6 hours of training boot camp where we can focus on any of the following: 
  • Hiring, Onboarding, and Retaining Programmatic Talent
  • Programmatic Advertising Fundamentals
  • Programmatic Ecosystem and Media Buying 
  • Understanding Targeting Capabilities
  • Programmatic Activation: How To Launch campaigns successfully
  • Internal Workflow: What should we standardize and automate
  • Optimization Best Practices: What, Why, and How
  • Including how to optimize in 15 mins or less
  • Strategy & Planning, including how to create a media plan and more
  • Reporting Best Practices: How to tell a story through Data
  • Go ahead and book the call to discuss how I can complement your team with some customized training. 

• I am an educator and a talent scout, which means I can not only assist with training new hires but I can find them for you.  

           Book a call to discuss talent acquisition next week! 

• Consider staff augmentation:
  This means you are outsourcing the most immediate tasks to support your client. There are many benefits, including efficiently contracting an expert with the experience you need until you can hire internally.  Most offer white-label services and can fit right into your internal workflow. You can call my friends below:
  • digital X media
  • WorkReduce
  • We Are Rosie
  • SMB Consulting 

Cheers to leveling up!

Hélène
Your Programmatic Coach

_______________________________________________________________________________________________________________________________

About Helene Parker Consulting LLC, we offer programmatic media activation training and workshops. Here are some example of training topics you could offer your team!

Hiring the ideal programmatic ninja can become daunting these days and this is why we offer talent acquisition services helping amazing programmatic ninjas to find their perfect career opportunity.

If you are a candidate or a hiring manager, feel free to give me a call 757-613-9984 or email me at info@heleneparker.com

Our mission is to help 1,000 individuals with little to no experience in marketing to become programmatic media traders and planner with The Reach and Frequency™ course (share with a friend or co-worker and offer them 20% off any product with code newsletter20).

We are always looking for a referral or simply happy to chat the latest and greatest so don’t hesitate to book a call 😬

_______________________________________________________________________________________________________________________________

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