Broadcast Reports in LeadsRx
LeadsRx can use broadcast post spot logs from radio or linear TV and a probabilistic attribution model to look at broadcast performance. Once you upload radio or tv spots into LeadsRx, you will have access to special reports for those broadcast touchpoints. This article will give you an overview of accessing and reading the broadcast reports.
Accessing the Reports
To access the Broadcast Reports, first go to the Touchpoint Performance Report for your radio or tv touchpoint and select Additional Reports in the top right of the screen.
Performance Report
You will already be on the Performance Report by default. The Performance Report for broadcast touchpoints is the same as other touchpoint performance reports. Start by setting your filters to choose the broadcast touchpoint, date range of the marketing, all or only some conversions, attribution model, etc. By applying these settings, the top report will show you the interactions for the touchpoint.
The second report will show you the conversions from the interactions during the selected time period.
You can see both interactions and conversions by day, by day of the week, or by hour. You can also click on "see recent profiles" to see the latest converter's journeys.
Lift Analysis
The lift analysis is the basis for broadcast attribution. "Lift" refers to the percentage of web sessions LeadsRx predicts may be from individuals exposed to broadcast advertisements.
Using the screenshot below as an example, here is how to understand this report. For the time period selected, there were 34k website interactions with 2,790 of them attributable to radio. There were a total of 54 spots and the lift to the website was 8.9% higher than if there were no radio spots. To understand lift in more detail, please read Calculating Broadcast Lift.
Segmentation Report
The Segmentation Report allows you to slice and dice the broadcast data by various dimensions. You may choose to review the interactions by various default segments including Daypart, Hour of the day, Day of the week, Week of the year, and Spot length, as well as by Individual spot
You may also include up to 5 custom dimensions when uploading spot logs. These might include variables like Station, Creative, and any other custom dimensions you may want to analyze.
This report helps you decide how to allocate your radio buys across those different dimensions by seeing what is bringing the highest number of visitors and conversions to your website.
Broadcast Decay Curve
The broadcast decay curve looks at the number of website interactions by minute for 30 minutes after spots air. The calculation is based on an average number of interactions across all the spots in your date range. It also shows the average site visits for the 5 minutes before spots air. This is used to calculate the while horizontal line, which is a line of normality. It is NOT used as a baseline for broadcast overall. LeadsRx will not use any baseline for spots unless you have set his in the Advanced Options for your broadcast touchpoints.
