Hubvantage

Custom Google Sheets AddOn powered by Ads Data Hub

OVERVIEW

Hubvantage AIMs to deliver a superior cross-channel marketer experience (across YT, Display, Video, PG etc) with pre-packaged data insights solution that provides: \

• Self Service Analytics
• Unprecedented cross-product Insights
• Deterministic Measurement at scale

Hubvantage is powered by Ads Data Hub(ADH) -

• ADH provides customers access to granular Google ads data in a privacy-safe environment, where one can write SQL queries to analyze their marketing campaigns
• With Hubvantage, many of the advanced marketing analytics use cases are standardized and packaged into a ready-to-deploy solution, exposing a simple to use configuration sheet to customise these solutions.
• Hubvantage simplifies the entire workflow by leveraging automation & delivers a self-service platform that marketers can use without having to deal with technical complexities of ADH.
• By accelerating the use case building & query development (from 5-6 months to ~2 weeks), Hubvantage enables agencies & partners to leverage ADH at scale for their clients.

USE CASES

Hubvantage solves for Marketer’s top pain points with below ready-to-deploy use cases:

Output for each use case can be visualized in the form of dashboard pages in Data Studio.

1. Reach & Frequency Center

   Provides R&F distribution by cities including insights into top cities having high freq. (3+ exposures) and low freq. (<= 2 exposures). Report configuration takes input media source as either CM or DV360. Filter available to obtain data at campaign level and insertion order level (DV360) or site level (CM). Also provides reach overlap between any 2 campaigns or IOs.

2. Brandometer 360

   Determines brand lift across different brand attributes, measured by running a custom survey ad (similar to Brandometer) and whose responses are segmented into control / expose based on user’s exposure to the campaign across all Google-tracked media channels (eg: YT, PG, display). The report also provides ability to filter responses by city & survey placements to reflect brand lift metrics accordingly. Survey ad is trafficked as an HTML5 creative in CM with responses tracked in form of rich-media Studio events.

3. Audience Spotlight

   Provides granular insights about audiences reached via campaigns, including details such as demographics, affinity & in-market audiences. Report configuration takes input media source as either CM or DV360. Dashboard view includes filters for campaign / insertion order, exposure level (i.e. frequency of 1 / 2 / 3+), age group, gender, floodlight conversion activity, 1st party audience segment (if specified in report config). Reach metrics can be obtained using any combination of above filters. This report uses RDID tables and requires clients to have Google Ads accounts linked to DV360 and ADH. It also provides a match rate for demo / affinity / in-market, which depends on data available in Google Ads tables over the same period.

4. Audience Explorer

   Displays a scatter chart of affinity & in-market audiences with reach and conversion rate plotted on the two axes. The chart is divided into 4 quadrants with specific audience activation strategy associated with each quadrant. This use case is built on the same report configuration params as Audience Spotlight, and supports the same set of filters on the dashboard.

5. Business Influence

   Determines the impact of campaign impressions (i.e. level of exposure) on business metrics such as average order value / average order frequency. This requires bringing in 1P transaction data (or other conversion data) into BigQuery, keyed in with device ID. The schema for the 1P data is a fixed format (see implementation guide for details). The analysis is done for both pre / post periods based on the user's first time of exposure to the campaign.

ELIGIBILITY, REQUIREMENTS & APPLICATION PROCESS

Eligibility

Customers who buy media via Google and have an ADH & Google Cloud contract are eligible. See the “Requirements” section for more details.

Since many use cases in Amplify are built using RDID tables of ADH, customers who largely buy media on in-app inventory or have in-app conversions are a good fit.

Requirements

Product Requirements

• ADH - Must have an active Ads Data Hub account
• BigQuery - Must have an active GCP account with BigQuery access
• Data Studio - Required for visualization of output for all use cases
• DV360 & Campaign Manager - Must be on GMP stack and actively buying media via DV360
• Google Ads (optional, but recommended) - Some use cases require this to build match tables. Note that Google Ads account must be linked to the DV360 account.

Data Requirements

• Campaign Data - Should have at least 30 days of data in ADH tables for any meaningful insights
• 1st Party Data(optional, but recommended) - For use cases involving 1P data join, the data should be brought into BQ in the format specified in the implementation guide.