TV Attribution Algorithm
When running TV campaigns to drive your digital business, you want to know exactly how your TV marketing budget works. Thanks to our algorithm that correlates spot data from TV networks to your website traffic or mobile presence, you can precisely measure how individual spots and media placements affect your ROI.
Filtering the traffic
We filter the data and limit it to traffic sources highly likely to be TV-generated. This includes filtering by the region where the campaign is aired and measuring brand traffic only – excluding sources like newsletters, online campaigns, external links, etc.
Calculating the baseline
Next, we establish a baseline of normal traffic on your platform. We calculate this baseline dynamically, minute-by-minute, during the spot period, based on the traffic levels directly surrounding each spot airing. This approach keeps factors such as daytime, seasonal, and other normal variations out of the equation.
Identifying & Measuring TV impact
We analyse traffic patterns during specific spot periods to assess the impact of TV ads on website traffic. These periods are calculated dynamically based on the peak size.
To ensure valid results, we calculate an impact threshold based on organic traffic fluctuations. Any traffic increase above this threshold is from television advertising.
We then measure statistically significant changes in website visits per spot airing and exclude organic visitors to estimate the impact of television advertising.
Allocating conversions
We measure all conversions from your TV visitors over time, whether this conversion happens on their first visit or weeks later.
Also, we adjust the conversions proportionately at the ratio of immediate visits to organic visits, minute-by-minute, to correct for visitors who came to the platform and converted as a result of normal traffic during the same time.
Generally, TV visitors have a higher probability of converting, but we use this strict ratio-based calculation to provide a more conservative estimate of your conversions.
Analysing TV Campaigns
Running a successful TV campaign depends on making the right decisions on several parameters. Choosing the right channels and best-performing weekdays and times can be tricky. These decisions make the difference between an effective TV campaign that drives the right traffic and those that fail to perform.
DC Analytics’ out-of-the-box reports analyse your campaign from multiple angles and deliver insights on all parameters for a successful TV campaign.
FAQ
-
You can compare your TV performance across diverse markets using the DC Analytic tool.
Whether you’re airing in India or Indiana, hosting national or regional campaigns, our algorithm effectively calculates your TV impact – even when spots run in parallel.
-
Yes, we filter our data to limit the traffic to the area where the spot is aired, whether it’s a specific region or a whole country.
-
We convert all data we process within DC Analytics, traffic or schedule, into one unified time zone (UTC). This way, we ensure the differences in local times don’t impact our results.
-
To further refine our analysis, we filter website traffic by geographic airing zones and match it with the exact airing times of both national and regional spots. This allows us to attribute website visits to specific airings accurately. In instances where spot windows overlap in a zone where both national and regional airings are visible, we proportionately attribute website visits based on the respective spot scores. We take care to ensure no visits are double-attributed.
-
In places like the US and Canada, networks broadcast the same program multiple times across the country to view programs at roughly the same local time. Therefore, we split TV programmes into multiple schedules converted to local time, one for each airing zone. We then analyse the impact for each zone and combine the results afterwards to give you an accurate response measurement within those regions.