Analyze People-Based Advertising Campaign Results

Context

See the people-based advertising performance of a campaign by opening a Campaign Details page from the Advertising Cloud dashboard.

The tables in the Job Levels and Job Functions tabs toward the bottom of the page automatically display campaign results data by these dimensions. If the campaign was configured to target specific job levels, job functions, or personas, these choices are highlighted in the table.

The Known Contacts tab populates with campaign results only if the Contacts you already know setting was manually activated in the Campaign Builder.

See People-Based Advertising for a more in-depth look at these features.

Job Levels Reporting

The Job Levels tab reports on campaign engagement of accounts in which we’ve identified at least one contact by their job level. Results are reported by the domain name of an account’s record. You can gather information based on a variety of job levels categories. For a complete list of job levels that Demandbase can report in ad campaign results, see Enable Ad Targeting by Job or Persona Attributes.

Job Functions Reporting

The Job Functions tab reports on campaign engagement of accounts in which we’ve identified at least one contact by their job function. Results are reported by the domain name of an account’s record. For a complete list of job function categories that Demandbase supports in the Advertising Cloud, see Enable Ad Targeting by Job or Persona Attributes.

How Targeted Persona Performance Is Reported

Demandbase displays Advertising Cloud campaign results of Persona-based targeting by distributing the data among the Job Functions and Job Levels tabs, rather than exhibit ad engagement by each specific persona as a stand-alone metric in the user interface. If either separate job level or job function attributes are selected as targets in conjunction with persona targeting, the job level and job function matches of all settings are added into the aggregate totals for each type of attribute match in the two tabs.

We choose not to narrow down the data to granular persona level because such reporting heightens the potential for revealing the personal identity of an ad viewer. Instead, we integrate the matched persona attributes with the job level and job function reporting functionality. For example, let’s say you selected the following targeting attributes and each attribute was matched to people who were served these numbers of impressions:

• Job Level: Manager (4)
• Job Function: Sales (3)
• Persona
  • Job Level: Manager (1)
  • Job Function: Marketing (1)

Then the dashboard reports the following numbers:

• Job Levels tab: Manager: 5
• Job Functions tab:
  • Sales: 3
  • Marketing: 1

Known Contacts Reporting

When you view the Known Contacts tab, you can gather the following information about the targeted accounts and ad engagement of contacts who your CRM or MAS has identified:

• Domain name
• Accounts associated with the domain (by hovering over the Domain name)
• Domain
• Number of contacts at the account’s domain
• Number of impressions served to the domain
• Number of clicks
• CTR 

We don’t identify individuals anywhere in campaign reporting on the Advertising Cloud.

Prerequisites

You must have access to Advertising Cloud.

For job or persona attributes: There is no prerequisite for the Campaigns dashboard to display campaign results by job levels and job functions. But to target ads by job level or job function, the attributes must have been configured in Step 4: Strategy of the Campaign Builder. See the steps for enabling job-related targeting in Enable Ad Targeting by Job or Persona Attributes.

For Known Contacts: Configuration of Known Contacts person-based targeting must have been completed in Step 4: Strategy of the Campaign Builder to either target ads or view campaign results by this attribute. See Enable Ad Targeting to Known Contacts for the steps.

Steps: View Campaign Results by Job Levels

1. From the left navigation bar, go to Advertising and stay on the Campaigns page.
2. Scroll down to ensure that you are in the Campaigns tab of the Advertising Cloud dashboard.
3. Click the Campaign Name that you want to review. The page refreshes to display metrics about the campaign that you selected.
4. Click the Job Levels tab.
5. Select the metric in the drop-down menu to display in the data of the table. The data refreshes automatically to reflect the numbers for the specified metric. You can select from the three metrics shown in the following screenshot:

6. If the campaign was created or edited to target specific job levels, see the results for these job levels in the fields with “tagged” column headers.

When a lock icon appears in place of a number, Demandbase account records indicate that fewer than five people at a company are identified as employed at the job level specified for the column. As a privacy safeguard, we don’t report on ad activity when fewer than five people at a company share the same job level.

Steps: View Campaign Results by Job Functions

1. From the left navigation bar, go to Advertising and stay on the Campaigns page.
2. Scroll down to ensure that you are in the Campaigns tab of the Advertising Cloud dashboard.
3. Click the Campaign Name that you want to review. The page refreshes to display metrics about the campaign that you selected.
4. Click the Job Functions tab.

5. Select the metric in the drop-down menu to display in the data of the table. The data refreshes automatically to reflect the numbers for the specified metric. You can select from the three metrics shown in the following screenshot:

6. If the campaign was created or edited to target specific job functions, see the results for these job functions in the fields with “tagged” column headers.

When a lock icon appears in place of a number, Demandbase account records indicate that fewer than five people at a company are identified as having the job function specified for the column. As a privacy safeguard, we don’t report on ad activity when fewer than five people at a company share the same job function category.

Tip: Click Edit Columns to add or remove Job Function categories displayed in the columns of the table.

Important: People can be categorized under multiple job functions, so the Job Functions tab includes the option to display Multiple, Targeted and Multiple, Not Targeted column fields with the Edit Columns button.

• Multiple, Targeted: Number of account contacts reached who have multiple job functions on record, and at least one of them matches a campaign’s targeted job function. For example, let’s say a campaign is set up to target people who work in Legal. An account contact works in both Legal and Administration is shown an ad impression from the campaign. The impression is tallied in the Multiple, Targeted column.  
• Multiple, Not Targeted: Number of people reached who have multiple job functions but none of them match the campaign’s targeted job functions. For example, if the campaign is set up to target people who work in Information Technology but an account contact who views an ad impression is associated with Manufacturing and Medical job functions, then this view is tallied in the Multiple, Not Targeted column.
• The activity reported in either Multiple column isn’t reflected in any of the specific job function category numbers–that is, the data isn’t reported twice in the Job Functions table. 

Steps: View Results of Known Contacts Targeting

1. From the left navigation bar, go to Advertising and stay on the Campaigns page.
2. Scroll down to ensure that you are in the Campaigns tab of the Advertising Cloud dashboard.
3. Click the Campaign Name that you want to review. The page refreshes to display metrics about the campaign that you selected.
4. Click the Known Contacts tab.

Important: The lock symbol in a field of the Known Contacts results table indicates that fewer than five Known Contacts were tallied for the metric. We omit the exact numbers in this situation to help protect the online browsing privacy of your contacts.