Traditional Media Performance | Example Analysis

What business question are you trying to answer? 

What were my top performing DMAs last quarter and should I reallocate budget from any lower performing DMAs? I'm defining performance by the DMAs that are able to get me the largest reach for the lowest cost. 

What metrics from this product help you answer that question?

I need to use DMA, Impressions and CPM. 

What visuals from the dashboard tell this story? 

First I’m to set my date range to ‘previous quarter’ and switch my ‘share by’ filter from ‘cost’ to ‘impressions.’

Observation #1

By hovering over the the DMAs in the bar chart I can see that Kansas City, Chicago, Miami, Denver, and Los Angeles were my top 5 DMAs for most impressions last quarter. 

Observation #2

Clicking on a DMA in the bar chart filters the dashboard and allows me to see the CPM for each of these top five regions. This shows me that Kansas City has the lowest CPM at $21.59. However, all of my top five are performing within a dollar to my over all average of $23.90 (Chicago $24.74, Miami $24.61, Denver $23.38, and LA $24.78).

Observation #3

I’m want to expand out this visual to see if some of my other major DMAs are costing me significantly more. I’m going to change the filter back to Share by ‘Cost’ and expand the visual out to my top 10 segments.

By using the bar chart filter again I can see that Oklahoma city had a CPM of $26.69 and Charlotte’s was $26.44. That is above my overall average of $23.90 and significantly above the CPM for Kansas City. 

Recommendations

Next quarter I would recommend reallocating budget from some of the DMAs with an above average CPM like Oklahoma City and Charlotte to the DMAs with a lower CPM and the highest number of overall impressions like Kansas City or Denver.