Understanding Media Analytics and Reporting
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Tune in for the second installment of our three-part series on analytics. Focusing on paid media analytics and reporting, this webinar is covering everything from common terms and useful tools to the importance of optimizations and more. Not sure what your goals should be? We’ll discuss benchmarks and expectations by media type. Unfamiliar with the technical side of things? We have plenty of expertise to share. It’s all part of getting your organization on the right track.
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Understanding Media Analytics and Reporting
- 2. Presenting Today: Doug Shonrock Technology Solutions Director Erin Hartman Media Director
- 3. Today’s Agenda What is Media Analytics? How do I implement tracking? @JWTINSIDE #INSIDEinsights
- 5. Media&AnalystMedia Analyst What my clients think I do. What my coworkers think I do. What my parents think I do. What my friends think I do. What I think I do. What I actually do. @JWTINSIDE #INSIDEinsights
- 6. @JWTINSIDE #INSIDEinsights Times have changed…. as have ways to spend & TRACK RESULTS
- 8. @JWTINSIDE #INSIDEinsights What criteria is important? It depends on the goal Media Analytics
- 9. GOAL: Applications •Number of applications •Cost per application •Quality of applications •Number of hires •Cost per hire GOAL: Leads •Number of leads •Cost per lead •Quality of leads •Number of hires •Cost per hire
- 10. GOAL: Awareness GOAL: Education/ Content •Number of views •Engagement •Top performing content •Call to action results •Number of clicks •Cost per click •Engagement •VIdeo views •Brand perception surveys
- 11. @JWTINSIDE #INSIDEinsights •Impressions = The number of times the ad is served, includes duplication •CTR = Click Through Rate, percent of people that are served the ad and click on the ad Media Terms CTR CPC HUH? CPA
- 12. @JWTINSIDE #INSIDEinsights •Impressions = The number of times the ad is served, includes duplication •CTR = Click Through Rate, percent of people that are served the ad and click on the ad Media Terms CTR CPC HUH? CPA •CPC = Cost per click •CPM = Cost per thousand times the ad is served
- 13. @JWTINSIDE #INSIDEinsights •Impressions = The number of times the ad is served, includes duplication •CTR = Click Through Rate, percent of people that are served the ad and click on the ad Media Terms CTR CPC HUH? CPA •CPC = Cost per click •CPM = Cost per thousand times the ad is served •CPA = Cost per application •Conversion = Percent of clicks that convert (to application, sign-up, etc)
- 14. @JWTINSIDE #INSIDEinsights •Impressions = The number of times the ad is served, includes duplication •CTR = Click Through Rate, percent of people that are served the ad and click on the ad Media Terms CTR CPC HUH? CPA •CPC = Cost per click •CPM = Cost per thousand times the ad is served •CPA = Cost per application •Conversion = Percent of clicks that convert (to application, sign-up, etc) •CPL = Cost per lead •CPQL = Cost per qualified lead •CPH = Cost per hire
- 15. Benchmark varies for every industry, every client fACTORS Media Channel @JWTINSIDE #INSIDEinsights Benchmarks
- 16. Benchmarks Media CPC CPA Indeed $0.29 $2.63 Glassdoor $0.38 $5.41 Emails $6.18 $14.72 Linked<In $7.45 $27.38 StackOverflow< Banners $10.83 $35.63 Benchmark varies for every industry, every client fACTORS Media Channel Job Category / Hard to Fill Positions @JWTINSIDE #INSIDEinsights
- 17. Benchmarks Benchmark varies for every industry, every client fACTORS Media Channel Job Category / Hard to Fill Positions Goal / Call to Action @JWTINSIDE #INSIDEinsights
- 20. @JWTINSIDE #INSIDEinsights Reporting $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 $3.50 $4.00 0 2,000 4,000 6,000 8,000 10,000 12,000 July August September October November December January February March April May June FY13GApps FY14GApps FY15GApps FY13GCPA FY14GCPA FY15GCPA Application Volume & CPA Trending
- 21. @JWTINSIDE #INSIDEinsights Reporting FY14 Year-in-review: Spends & Clicks
- 22. @JWTINSIDE #INSIDEinsights Reporting 33% 18% 16% 5% 4% 11% 13% Quality(Applications Indeed Simply2Hired Google Yahoo/Bing AppCast Glassdoor Linked2In 30% 21%17% 3% 3% 9% 17% Spend&by&Media Indeed Simply2Hired Google Yahoo/Bing AppCast Glassdoor Linked2In Spend by Media Quality Applications
- 23. Reporting Total Job Reqs Listed During Q4 2015 Total Hires Source of Hires Media Applications Average Cost per Hire Ratio: 14 apps to 1 hire 22% 20% 47% 11% Source'of'Hires Glassdoor LinkedIn Indeed Google 21% 15% 49% 15% Media&Applications Glassdoor LinkedIn Indeed Google 15% 85% Total Hires Management General 58% 48 42% 35 0% 20% 40% 60% 80% 100% Total Job Reqs Listed During Q4 2015 General Management
- 24. @JWTINSIDE #INSIDEinsights Optimizations What%does%“implementing%optimizations”%mean? • Shifting(more(money(to(best(performers • Reduce(or(eliminate(spends(with(under8performing( channels((or(behind(pace) • Test(new(media(channels • Change(copy • Adjust(CPC(bid • Adjusting(geo8targeting And$more…..
- 25. @JWTINSIDE #INSIDEinsights Somebody needs to man the ship…
- 26. @JWTINSIDE #INSIDEinsights Tracking Can Cover A Lot Of Areas Technology Tracking Message Media
- 27. Site and candidate analytics Using Google to understand visit, time on site, highest drop off pages, major traffic sources and candidate behaviors @JWTINSIDE #INSIDEinsights
- 28. @JWTINSIDE #INSIDEinsights Site and Candidate Analytics
- 29. Measurement of media activity across every channel, including print and collateral, normalized to cost-per-applicant. 24/7 access to actionable metrics to drive decisions from the head of talent acquisition to individual recruiters. Insights into which media channels and partners are driving qualified applicants and at what cost. Actionable Media Analytics @JWTINSIDE #INSIDEinsights
- 31. Tracking Is Not Hard To Set Up • It just takes a little thought and planning • What tracking platforms will you be using? (JWT INSIDE Track™, Domo, DoubleClick, etc.) • What systems do you have in place? (i.e. ATS, Third Party Platforms, CRMs) • What is important to your organization and what Key Performance Indicators (KPIs) are important to your organization? • What types of media are you using? (i.e. Print, Online, Out-Of-Home, Social, etc.) • What do you want to track? (i.e. Clicks, Data Captures, Complete Applications, Conversions, Candidate Behavior, Track-To-Hire) • Get the right people together to map this out – Media Buying Partners, ATS partners, Internal HRIS partners, Tracking Platform Partners @JWTINSIDE #INSIDEinsights Tools
- 33. Case Study Increased applications by 22% Decreased CPA by 32% Retail @JWTINSIDE #INSIDEinsights
- 34. Case Study Increase applications by 15% with $30k less spend Healthcare @JWTINSIDE #INSIDEinsights
- 35. @JWTINSIDE #INSIDEinsights Takeaways If you're spending money on media as part of your talent acquisition budget, it is critical to: •Track and analyze your media performance •Optimize your media buys •Get it implemented correctly to measure across all channels
- 37. Doug Shonrock Technology Solutions Director 610 529 8256 doug.shonrock@jwt.com Send us a note, share with us what you found most surprising or valuable, or schedule time for a conversation. @JWTINSIDE #INSIDEinsights Erin Hartman Media Director 404 849 8627 erin.hartman@jwt.com