When you run an ad campaign responsibly, you don’t just set it up and forget it. You use campaign optimization techniques to learn about campaign performance and improve performance over time.

And, as campaign optimization techniques improve, you adopt the new techniques to do even better.

Some of the newest and best campaign optimization techniques are now being done with clickstream data. Any advertiser, agency, publisher, or demand-side platform can work with Jumpshot to use the latest clickstream-based techniques.

 

The main benefit of clickstream-based campaign optimization

Clickstream-based campaign optimization lets you look at a wider range of user behaviors than you would typically have access to. This is because most optimization techniques look at clicks and conversions on a single site since these are the easiest KPIs to track. In contrast, Jumpshot’s Campaign Optimization solution lets you count any online action as a KPI including search engine searches, domain visits, product page views, conversions, and purchases anywhere on the web. It lets you track multiple KPIs all in one report. And, it provides a control group of how users that have not been exposed to your campaign are triggering your KPIs. With this, you can calculate lift over the control group for each KPI.

By reporting on multiple KPIs and providing the data to calculate lift, Jumpshot’s Campaign Optimization solution provides more useful insights than other optimization solutions. For example, retail brands with large online distribution networks can look at how their campaigns lift purchase activity across reseller sites. Hotel brands can look at how their campaigns lift purchase activity across owned sites and across all online travel agency (OTA) sites. Auto brands can look at how their campaigns lift domain visits on owned sites and local dealer sites. In addition, all of these advertisers can simultaneously study the extent to which their campaigns lift search activity on Google or other leading engines.

 

Setting up clickstream-based campaign optimization

The basic setup of Jumpshot’s Campaign Optimization solution is easy. You tell us about your exposed audience and define up to 10 online KPIs, which your audience may trigger after seeing your advertising. You have the option to split your exposed audience into 2 or 3 segments so that you can see KPI performance data by audience segment.

How you segment your audience will influence the type of campaign insights that you can extract from the Campaign Optimization solution. For example, segmentation can be used to explore:

  • Performance by creative:
    Split the exposed audience into people that saw the “blue” creative, the “green” creative, and the “red” creative. See if color affects advertising outcomes.

  • Performance by customer type:
    Split the exposed audience into loyal customers, infrequent customers, and non-purchasers. Learn which group is the most responsive to your campaign.

  • Performance by geography:
    Split the exposed audience into people from New York, Texas, and California. See if people in one state respond more to your campaign than people in another state.

  • Performance by demographic:
    Split the exposed audience into age groups such as 25-34, 35-44, and 45-54. Find the age group where your campaign performs the best.

  • Performance by behavioral trait:
    Split the exposed audience into groups who share a behavioral trait, such as groups who purchase with Mastercard, with Visa, and with American Express. Identify the type of credit card user that responds the best to your campaign.

Once the Campaign Optimization solution is setup for you, Jumpshot will pull relevant data about your campaign’s performance from our panel of 100-million consumers on a daily basis and send it to you as a Campaign Optimization feed.

 

To give you an idea of what the feed looks like, here is a sample report on 2 matched users for 3 KPI metrics:

Partner ID

google_search

yahoo_search

amazon_purchase

ID123

1

0

1

ID456

0

1

0

 

As you can see, each row represents a matched user and each column represents a KPI.

Customer ID

Google Search – Brand Related Query

Google Search – Category Related Query

Amazon – Product Page View

Walmart – Product Page View

Amazon – Product Purchase

Walmart – Product Purchase

04118260

0

0

0

 1  0 0
04265d9a

1

0

0

 0  0  0
08f73211

1

0

1

 0  0 0
0998ab55

 0

 1

 0

 0 0  0
0d342811

 1

 0

 0

1 0 0
0e20e83b

 0

 0

 0

0 1 0
0f535ba3b

 0

 1

 1

0 0 1

 

Bottom line: Whether you do post hoc campaign analysis, manual optimizations, or automated optimizations, clickstream-based campaign optimization should be a technique in your wheelhouse. Jumpshot’s Campaign Optimization solution is unique in that it lets you optimize to multiple KPIs, which can take place on any domain across the web. By doing so, the solution can be used to report on traffic lift, purchase lift, conversion lift and search lift all in one place. Get in touch with us to try it out.