Carat Media Internship: Journal Entry #5

A couple of weeks ago I carried out some very interesting tasks on MediaMath and Double Click (the ad platforms.) I pulled the reports on the clients myself this time, the interfaces of both platforms being so easy to use and are quite intuitive, I found. All you have to do on MediaMath for example, is basically select your client and then the report type that you want to build (in my case, a keyword report, and then later a site transparency one,) and from here, you'll be prompted to select from a range of criteria to measure (such as CPC, CTR, CPA, CPM, Clicks/Impressions etc.) or alternatively, you can choose all the data available and export it as a simple (but often data-intense!) spreadsheet. When you've got the spreadsheet, you can then go and do what needs to be done with the data contained within.

As for Double Click, once you arrive at the main page, you simply select the "New Report" option and fill in the details i.e. client, report type etc. From here, Google will build a report featuring the data that you wanted to see and then you'll do the same as above. As you can probably see below, there's a very similar layout to both sites and both are very easy to use once you've gotten to grips with them, no different than the Facebook Ad Manager platform I used a couple of weeks ago and again this week.

I learnt a great deal from the analytics conducted, namely the difference between post-view conversions and post-click conversions; as the names imply, the former occurs only when a consumer sees an ad but does not click on it, but nevertheless, they then proceed to visit the page organically, thereby saving the company money and giving them a conversion at the same time; though that would also mean that content creators with the ad placed on their site would see a reduction in the amount they receive because, despite being part of the purchase path taken, they were not the sole way in which the customer was advertised to by Google etc. and the consumer did not click the ad; as a result, they would not receive the full amount for such an action. The latter conversion type is the bog-standard click the ad, pay for it, and then managed to get a conversion out of it as well, but at a cost to the client.

Without dwelling too much on the same tasks and becoming tiresome for you, I also completed another Facebook Ad Spreadsheet, but this time I decided to do something else that I wasn't asked for (largely out of wanting to spend the last twenty minutes or so productively.) When looking at the clicks for out client (their campaign had just come to an end on that particular day,) I separated the clicks into "social clicks" (a metric found within the data) and the normal clicks by using a calculator to take away the social clicks from the overall click total, thereby disclosing what amount of the clicks came from non-social platforms. I then placed this data into a simple pie chart, depicting the data as a percentage. Here are the results!

As you can see, most of our clicks came from outside of social platforms, so maybe out client's customers don't like being pestered when talking to friends! Not that you can really draw a conclusion from this data alone, but it does provide an interesting dynamic to look at don't you think?

Aside from the tasks, the work and the clients, I've also enjoyed the chit-chat over the last month that I've been here. It certainly livens up the atmosphere of the office that would probably be dull and lifeless without it. Finding things in common with people, talking about out lives, experiences, hobbies and anything else we can muster really places a nice slant on the experience of working, and just makes the hours go flying by without a clock fast enough to measure them! And until we meet again next week, I bid you a good day and hope that you can tune in again for the next chapter of my story, a romance about a marketing agency, because one can indeed love maths and analysis, (and this comes from someone who loathed the subject at school.) But in all seriousness, see you soon and have a good day . . .

Week 4

Week 6