How do you use data to make effective ad decisions?

The north star data for ad measurement are as follows:

1) Number of exposures or views

2) Watch time

3) Click through rate

4) Unique users

5) Avg # of impressions/user

6) Quartile reporting

The effectiveness of this data depends on the ability to create a map between the Ad targeting matrix vis. the marketers objective

Ad targeting metrics have 3 dimensions

a) Marketing mix (where the ad is placed)

b) Experience associated with the ad placement

c) User attribution to ad consumption

Marketers on the other hand would have the following objectives:

a) # of conversions

b) Did my TV ad drive people in-store

c) is buying TV improving my marketing mix

d) Are reaching the number of households that

e) Use user data for better contracts negotiations

f) Effective frequency

g) Measurement of brand lift

h) Effectiveness of ad format

The targeting strategy will create leveraging data sets that can map these two areas together