Presented during the Digital Analytics Forum 2019, Etienne GAUTHERON, Director, Product & Operations at Reeport explains the importance of a powerful reporting when launching media campaigns. Watch it to know more about the 5 lessons they have learned from the analysis of 8,000 dashboards, as well as the relevance of the AT Connect Reeport connector.

2. Mixing site- & ad-centric data
despite the media jungle
5 lessons learned from 8,000 dashboards

3. Your host
Etienne GAUTHERON
etienne.gautheron@reeport.io
Director, Product & Operations

4. About Reeport

5. We help organizations democratize data

6. ● Spin-off of Uptilab
● Based in Paris
● Created in 2010
● 300+ employees
● Data start up of the year
@Vivatech
● Innovation in
partnership with
France’s Ministère de la
Recherche &
Polytechnique
● +€10M raised

7. 80% time spent on data collection and formatting 20% for analyses
Data collection and preparation The last mile of data
Going from data to informed decisions

8. Mixing site- & ad-centric data
despite the media jungle
5 lessons learned from 8,000 dashboards

10. #1
Set up your reporting before
launching the campaign

11. What I’ve learned from Optimizely
At Optimizely, our goal was to help companies optimize something through AB testing!
The biggest obstacle to running a successful AB testing program was the lack of hypothesis.

12. What I’ve learned from Optimizely

13. What I’ve learned from Reeport
At Reeport, our goal is to help companies understand their digital investments performance.
The biggest obstacle to understanding performance is the lack of prior KPI setup.

14. This leads to vanity metrics

15. No need to start from scratch
You’ve categorized your campaigns already?
Then categorize your KPIs

16. Defining KPIs
Relevant Understood Reliable Actionable Available

17. Setting up your reporting beforehand
I will launch a _________________ campaign
because my business goal is to _________________
as measured by _________________ and _________________.(primary indicator) (secondary indicator)

18. Setting up your reporting beforehand
I will launch a branding campaign
because my business goal is to make myself known to a new market
as measured by impressions # and funnel step 1 entry %.

19. Your next step
You’ve categorized your campaigns already?
Then categorize your KPIs

20. Your next step
You’ve categorized your campaigns already?
Then categorize your KPIs
And turn them into analysis templates

21. #1 Set up your reporting before launching the campaign
Overcoming the
online ad jungle

22. #2
Question the KPIs
you are given

23. A KPI is a proxy. It never reflects entirely the reality.
A KPI is a bias. Someone has to set it to reflect one reality (their own).
A KPI is a referee. It tells you what to do.
Wait...so what’s a KPI again?

24. A KPI is a proxy. It never reflects entirely the reality.
A KPI is a bias. Someone has to set it to reflect one reality (their own).
A KPI is a referee. It tells you what to do.
Understand it or create it, don’t just follow it.
Wait...so what’s a KPI again?

25. Google’s last click attribution model

26. Google’s last click attribution model
“Gives all credit for the conversion to the last-clicked ad and corresponding keyword.”

27. Google’s last click attribution model

28. “We had an understanding that it was
digital advertising – desktop and mobile
– that was driving those sales and as a
consequence we were over-investing in
that area.”
Simon Peele
Global Media Director, Adidas

29. To understand their business model is to understand the bias coming out
of their reporting, numbers, and analyses.
The goal here is not to question their business model but to use it as a
key for reading their recommendations.
There’s a business model behind every KPI

30. #1 Set up your reporting before launching the campaign
#2 Question the KPIs you are given
Overcoming the
online ad jungle

31. #3
The relationship
with your partners is key

32. The promise
In the world of digital,
you have tons of data
readily available in
real-time to measure
everything.
The reality
In the world of digital,
you have too much
data thrown at you but
still lack the one you
really need.

33. Ask for minimum viable data
No data transparency? No good.
Relevant Understood Reliable Actionable Available

34. The source of most problems? Nomenclature.
[channel]_[geo]_[ad type]_[brand]_[product category]_[promotion]
[geo]_[ad type]_[brand]_[promotion]
[channel]_[geo]_[ad type]_[brand]_[product category]

35. The source of most problems? Nomenclature.
[channel]_[geo]_[ad type]_[brand]_[product category]_[promotion]
[geo]_[ad type]_[brand]_[promotion]
[channel]_[geo]_[ad type]_[brand]_[product category]

36. About naming conventions
Laziness will cost you money.
Find one and be consistent. Really.
Be uncompromising.

37. #1 Set up your reporting before launching the campaign
#2 Question the KPIs you are given
#3 The relationship with your partners is key
Overcoming the
online ad jungle

38. #4
APIs aren’t king yet,
long live the CSV!

39. Data is like trash

40. Reporting is like recycling

41. Reporting is like recycling

42. There are great APIs
out there

44. Plug-and-play API
connectors
Automated data flows
WYSIWYG editor
User-friendly viewer
interface
Design guidelines
Multiformat sharing (email,
dynamic online dashboard,
datawall, PPT, PDF, XLS,
CSV)
Alerts
Adoption monitoring
Google Cloud Dataprep
Google BigQuery
SQL
Data flow setup
Data flow maintenance
Data sanity check
Google Cloud project
setup
Data cleaning
Data storage
Data reconciliation
Dashboard UI & UX
Dashboard wireframing
Dashboard creation
Communication plan
SSO setup
LDAP setup
Enterprise-level SECURITY & scalable INFRASTRUCTURE
DATA
VISUALIZATION
DATA
PREPARATION
DATA
COLLECTION
DATA
ADOPTION

45. Be disciplined upfront and rely on more than APIs
Tracking plan
Data warehouse
Reporting

46. #1 Set up your reporting before launching the campaign
#2 Question the KPIs you are given
#3 The relationship with your partners is key
#4 APIs aren’t king yet, long live the CSV!
Overcoming the
online ad jungle

47. #5
Automate
all you can!

48. Labels #dataprep

49. The source of most problems? Naming convention.
[channel]_[geo]_[ad type]_[video duration]_[product]
5 dimensions fed automatically in Reeport:
1. Channel
2. Geo
3. Ad type
4. Video duration
5. Product

50. Templates #creation

51. AT Internet data
here
Automating all you can with Reeport

52. AT Internet data
here
Automating all you can with Reeport

53. AT Internet data
here
Automating all you can with Reeport
Google Ads data
there

54. AT Internet data
here
Consolidated
media spend here
Automating all you can with Reeport
Google Ads data
there

55. AT Internet data
here
Consolidated
media spend here
Automating all you can with Reeport
Google Ads data
there

56. Sharing #adoption

57. D
um
m
y
data
Pulling data?

58. From pull to push at Public Sénat

59. From pull to push at Public Sénat

60. From pull to push at Public Sénat

61. Pull Push at Public Sénat
+55% taux d’ouverture

62. Alerts #insights

63. Alerts #insights

64. #1 Set up your reporting before launching the campaign
#2 Question the KPIs you are given
#3 The relationship with your partners is key
#4 APIs aren’t king yet, long live the CSV!
#5 Automate all you can
Overcoming the
online ad jungle

65. #oneMoreThing

66. #oneMoreThing
Done
is better than perfect

67. Questions?
Etienne GAUTHERON
etienne.gautheron@reeport.io
Director, Product & Operations