Post-Campaign Insights
Find instructions on how to request Post-Campaign Insights and details on the various components included in the report.
How to request Post-Campaign Insights
In the Post-Campaign Insights section, click "New request" in the top right-hand corner of the page.
In the New request form, provide the following information:
Name & ID -
Report name: Use the below naming convention format to create a name for your report
Agency_Brand_Campaign_PGD_NL_Quarter_Year_IO #
Agency_Brand_Campaign_PGV_NL_Quarter_Year_IO #
Agency_Brand_Campaign_MGD_NL_Quarter_Year_IO #
Agency_Brand_Campaign_MGV_NL_Quarter_Year_IO #
Agency_Brand_Campaign_MGE_NL_Quarter_Year_IO #
IO number: Use the campaign IO number
Details - You will see the name of your campaign appear in this section after entering the IO number. Click the arrow next to the name to view all relevant line items for this IO.
The default selection is "Select All" to include all line items in the Post-Campaign Insights.
If you want to request Post-Campaign Insights for a portion of the lines included in the campaign, then you can deselect "Select All" and manually make your selections.
Click "Run the study" at the top right-hand side of the page.
When your report is ready (processing time is ~15 minutes), you will see it under the "Post-Campaign Insights" section. To easily find your report, you can filter the table by "Owner" and select your name. You can apply additional filters to narrow down the results as needed.
How to read your Post-Campaign Insights
The Post-Campaign Insights has 5 sections:
1. Campaign data & targeted persona
How to read:
1 - Report ID: The Report ID is generated through Ogury One.
2 - Report Name: Report Name as provided by CS when requesting Post-Campaign Insights.
3- Targeted Persona: Persona or combination of Personas selected by CS and applied by Ad-Ops initially for the campaign targeting. 4 - KPI & Campaign Period: Display of the set KPI for the campaign and the flight dates.
2. Top Performing Personas
How to read:
Ogury delivers the campaign on those assets where the targeted Persona is most present. Additionally, we see through our data stack that some assets that performed very well during the campaign are also relevant for other Personas, which are displayed here.
The Persona icons you see are the ones that have the highest correlation to the assets where we see the best performance based on the campaign KPIs. Their size is also a report insight. The larger they are, the higher their performance.
How to use this information for future campaigns:
Check the other possible Personas displayed and cross-check motivations, interests, age & gender split in the Ogury Personas section.
If this fits for the brand / campaign objective, explore an extended targeting strategy with 1-2 other Personas for the next campaign.
3. Interests
How to read:
When you click on one Persona in the bubble chart, the respective Manifesto and Interests appear for this Persona in the section below.
The data source for our Persona Interests (via Google Topics Taxonomy) is the combination of Surveys / Bid Request & Semantic & Contextual Data.
How to use this information for future campaigns:
Besides the initially targeted Persona, look at the two or three additionally best performing Personas. Shared interests between these can highlight the need for an additional Persona for the next campaign.
Shared interests with other Personas can also be used to inform alternative messaging and creative strategies.
4. Socio-demo
How to read:
The socio-demographic data shows the Gender and Age distribution of all Personas combined that interacted with the campaign.
The Gender & Age data of our Personas derives from the data collection of our Core Surveys.
5. Survey questions
How to read:
This section presents survey responses that demonstrate the strongest relationship with the top performing assets of the campaign.
The top question is assigned a value of 100, with decreasing values indicating a decrease in correlation. For example, a value of 80 signifies a 20% decrease in association.
How to use this information for future campaigns:
As the core questions qualify different Personas, you can enter the strongest ones into the Brief Translator tool to find relevant new Personas for future campaign targeting.
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