Local Television Spot Uploads
For local television buys, many broadcast companies will provide detailed "post logs" which articulate specifically which locations and times received the advertisement. That data can then be uploaded to LeadsRx in one CSV file to include data for more than one area. The file should specify the market name(s) in the touchpoint column. LeadsRx will create a unique touchpoint in our database for each touchpoint name found in the file.
Local television and radio can be entered on the same spreadsheet, but it may be easier to split them apart so that custom dimensions can be set for each.
For example, if spots were aired in New York City for television only, then the touchpoint might be named "New York NY" or "New York TV". If both TV and radio spots aired in that market, there should be one touchpoint for each, e.g., "New York NY Radio" and "New York NY TV".
Once these touchpoints are present in LeadsRx, geo-fencing can properly be applied to each specific touchpoint to accurately attribute the broadcast results from those markets.
As more spots are run, those spots can easily be ingested into LeadsRx on an ongoing basis so long as the touchpoint names are kept the same. The LeadsRx attribution software will continue to add spots to specific touchpoints as it sees those touchpoints present in the upload file.
If new touchpoints are found in subsequent spot log data, a touchpoint will be created for each unique value the system recognizes in the file. Geo-fencing can be applied to this new touchpoint or modified at any point.
Each market can then be evaluated and reported on independently with our Touchpoint Performance Report. Touchpoints can also be grouped together to form logical categories or associations like time zone, length, offer, or any other grouping that is meaningful to the campaign. This grouping process can always be modified at any time if the distinctions, strategy, or infrastructure change.
Groupings, Touchpoints, and Data Upload
Keep in mind, LeadsRx is extremely flexible in how broadcast data can be ingested and treated in the system. Marketers have the luxury of defining the logical groupings they would like to measure ahead of time so that the formatting of data can be accomplished in such a way to provide meaningful insights on those groupings.
With our CSV upload capabilities, we are able to provide clients the ability to format, categorize and organize their spot log data in the way that makes the most sense for them. Visit this article to get tips on formatting your CSV file as well as to download a sample of the CSV template for spot logs.
How to Use Touchpoints in Broadcast Campaigns:
In LeadsRx, broadcast conversions are attributed to specific spots running at specific times in specific locations. With LeadsRx Broadcast Attribution, geo-fencing is managed at the touchpoint level.
For broadcast touchpoints, you have options for Additional Reports that include Lift and Segmentation by factors like Daypart, Day of the week, Hour of the day, and Duration of the spot.
How to Use Groupings in Broadcast Campaigns:
Marketing touchpoints can be grouped to report results at an aggregate level. Examples of groupings could be particular markets, time zones, offers, or A/B tests. Touchpoints can be added to any grouping and moved whenever you want. Geo-fencing is not managed at the grouping level.
Additional Lift and Segmentation reporting is not available for groupings, only for touchpoints.