This FAQ outlines what the Measured Optimization Report is, the benefits it offers marketers, and a detailed, step-by-step guide on how to use it to communicate the value and performance of your measurement practice to other stakeholders. If you’re interested in more high-level information on the Optimization Report, check out our product blog here.
What is an Optimization Report?
Measured’s Optimization Report helps marketers prove the value of their media investment decisions and demonstrate ROI to key stakeholders. This helps build cross-functional alignment while making it possible to track growth over time.
What are the Benefits of the Optimization Report?
Benefits include being able to gauge performance by one simple metric, the ability to assess the performance of previous time periods, getting guidance on how to adjust your marketing budget, and having an easy-to-read report you can share with the organization.
How does it work?
The Optimization Report compares the prior period’s budget allocation with the current or projected period allocation AND real performance, simulating a ‘WHAT IF’ scenario.
Getting to Know the Layout
Global Filters
At the top of the Optimization Report, there are options for the information it will display.
- Switch between displaying reported data as weekly, monthly, or quarterly.
- Click the trending arrow button to unfold a Performance Over Time graph that will show how your spending has compared to incremental sales and ROAS metrics over the previous months.
In the upper-right corner, you can:
- Choose which order type you would like the page’s data to be based on.
- Select ROAS (i) or CPO (i) as the report’s primary metric.
- Click the export icon to download your report as a separate file to share with stakeholders.
Below those, you’ll see the date range for the reported data. This will be responsive to the unit of time you chose in the upper left. Use the arrows to either side of the date range to cycle through previous timeframes, or click the calendar icon to go to a specific one immediately.
Revenue Summary
The first metric on the page shows how much revenue you have made in the chosen time period due to changes in your budget allocations. This is the key takeaway from the Optimization Report.
Performance by Tactic
Next, you’ll see a list of your tactics. They will be shown in descending order by how much their incremental sales increased during the time period. The top three will be shown by default, though the list can be expanded to show more tactics.
- The first section of metrics shows your projected revenue or what would have happened if your budget allocations had not changed.
- The next section shows your actual performance, including the changes in incremental sales due to your budget adjustments.
You can see the total increase in your incremental sales at the bottom right of the section. This becomes the additional revenue that is listed at the top of the report.
Further Optimizations
Your report will contain recommendations based on the performance of your tactics. These are surefire ways to continue to increase your additional revenue by spending your budget more efficiently.
Clicking ‘Optimize’ or ‘Explore Optimization’ will take you to the Media Plan Optimizer, where you can implement these suggestions in a new or existing budget plan.
Benchmarks
The bottom section illustrates the benefits of using the Optimization Report and recommendations for adjusting your budget. These benchmarks for optimization show how effective Measured’s recommendations can be.
Clicking ‘Explore Benchmarks’ will take you to your Benchmarks page, where you can see how your business’s metrics align with all other Measured brands (or you can opt to look at only those in your specific industry).
