You can use InfoSum Platform to calculate the impact of an advertising campaign on your overall campaign goal by matching exposure data to any number of business outcomes or audience insights. Although measurement operations in the platform can be managed by any party, it is often publishers that offer one type or another based on their resources and market needs. 

The core measurement reports than can be facilitated through data collaboration on the InfoSum Platform are

• Incrementality or incremental uplift of any outcome metric
• Advanced Attribution and Analytics with Private Path
• True brand uplift reports with a survey partner (different availability per market)
• Reach and frequency
• Post-campaign audience insights
• (off-platform) Cookie performance comparison studies

Incrementality Measurement

InfoSum's incrementality measurement looks at differences in outcomes (such as sales) between an exposed group and a baseline group in order to measure the uplift generated by a campaign. 

To calculate incremental lift or generate a closed loop study organizations need to first identify the partners needed to supply the necessary datasets to perform the calculations. For example, retailers and data companies can be good alternative to first-party data when it comes to purchase or outcome data. Orgnaizations must then align on the specific objectives of what needs to be achieved and measured such as increase in website visits, store visits, sales,eads, etc. 

Steps to setting up and executing an incrementality calculation:

1. Advertiser or media owner splits the target audience into a test and control group.
2. Advertiser and media owner must align their schema  naming and data structure
3. Media owner uploads delivery / exposure data into their Bunker
4. Brand or data provider uploads outcome or sales data into their Bunker
5. Either party can download the InfoSum working sheet to calculate incrementality or lift.
6. The InfoSum IQL tool is used to extract  the necessary data for the working sheet. 
7. Either party can review the results within the working sheet.

(Beta) Private Path for Measurement

Please ask your InfoSum Representative if you wish to use this tool as it’s currently in Beta testing.

When scoping your measurement needs, your InfoSum representative wil help you find the most appropriate option and might recommend the use of Private Path. 

Private Path leverages InfoSum’s privacy-enhancing technology, and replaces PII on export with private, non-reversible, point-in-time synthetic IDs. This enables businesses to securely exchange enriched intelligence for advanced analytics and measurement, which can take place in your anlytics platform of choice.

Brand Uplift Study (Survey Based)

This option provides brands with full funnel view based on authentic exposed and controlled audiences that doesn’t rely on cookies. 

Media owners match their exposure data with panel data from data providers to create accurate brand uplift surveys that measure the true impact of the campaign across awareness and intent.

Value:

• Hyper-accurate measurement that is relevant to any channel outcome – from awareness to intent
• Easy and repeatable process with data partner
• Brands don’t need to use their own first-party data, speeding the process up

Steps:

1. All measurement activity must be agreed before the campaign for optimum campaign set up
2. Media owner uploads exposure data to their Insight Bunker
3. Survey provider refreshes panel data to their Insight Bunker
4. Permissions are granted to allow activation of the match & a match is created
5. The survey exports two segments: the exposed segment and a non exposed segment in target (alternatively, the control segment can be pre-defined by the data provider)
6. Survey provider launches brand upload survey to exposed and control segments
7. A report can be created by the panel provider on brand uplift metrics

Survey partner availability is market dependent, please ask your InfoSum representative for available partners in your market. 

Reach and Frequency

There are several metrics an advertiser might want to assess from a reach and frequency analysis. These metrics can help them understand which publishers are offering them the most benefit and where they are seeing the least value.

Steps to setting up and executing a reach and frequency calculation:

1. All publishers to be used in the analysis must upload their delivery data to their Bunker following a specific schema (to be provided by your InfoSum representative)
2. For the analysis to be conducted by a single entity, each owner of the Bunkers should grant permission to query the data to the advertiser.
3. There are several questions that this analysis can answer; understanding which questionsneed answering will enable the analyst to only run relevant queries saving time.
4. Run the necessary queries in InfoSum’s IQL Editor to find each constituent component of the overall result set.
5. Use our readily available spreadsheet to input the results set and calculate the reach and frequency for your campaign which can be visualized within our dashboard template

Post-campaign Audience Insights Using the Insight Report

Work with media owners to create simple yet granular ad exposure-based audience reports to understand the top- performing segments.

• Collaborate with media owners to develop concise yet detailed reports.
• Gain clarity on top-performing segments
• Partner with data providers for post-campaign audience insights

Cookie Performance Comparisons

(Please note this is off-InfoSum platform measurement - we suggest this option because it is helpful for brands and publishers to benchmark their performance to their previous cookie strategies)

Benchmark against historical vertical or cookie performance to show the increase in ROI from using first-party data. Easily create a measurement comparison between cookies and first-party data campaigns to show the value of data collaboration on campaign performance.

Get a view of the improvements or relative performance of the first-party data campaign by comparing it to the average performance across the vertical on metrics that are easy to report for the media owner, e.g. Impressions, CTR, Viewability or VTR.

Value:

• Similar to incrementality but lower effort is required if the comparison data is available
• Leveraging delivery and reach metrics proves value easily shows value of first-party data
• Can leverage also brand uplift averages if the data is available from the data provider or previous measurement done by media owner (e.g. viewabiluty of cookies vs first-party campaigns)