Advertising Insights through Segmented Analytics - Adobe Summit 2017

transcript

ADVERTISING ANALYTICSSegmented Insights in Adobe Analytics & Advertising Cloud

David TzauChris HaleuaSr. Product Marketing

ManagerSr. Demand Gen Manager

STRUGGLING

• Manual Repetition

• Scattered Data

• Limited Accountability

• Slow Growth

SUCCESSFUL

• Balanced Automation

• Single Source of Truth

• Detailed Audienices

• Reliable Forecasting

TAKEAWAYS

• Unite Hybrids

• Simplify Segmentation

• Scale Personalization

• Measure Impact

Berlin Airlift

Stability at a High Price

Amazing Escapes

Working for Reconnection

Even the Guards Danced

CHALLENGE

61%Better integrationof our existing tools

59%Improved data sharing across teams & solutions

Winterberry Group Marketing Data Technology, January 2015

SOCIAL

TESTING SEARCH

WEBSITE

ANALYTICS

MOBILE

DIRECT MAIL

CALL CENTERPOS

DIGITAL MARKETING

TEAM SILOS

Overcome Fear Avoid Confusion

BEFORE

Resist Complacency

DURING AFTER

What does basic really mean?

BEFORE

Pathing & Fallout

Averages & Totals

Averages Lie. Segment or Die.

BEFORE

Targeting

Analysis

Testing

BiddingCoverage

Structure

IDEAL COMMON

Meetings

Training

Planning

ONE TRACKING CODE

adobe.com/analytics.html

&s_kwcid

Moment of Truth

Drag & Drop

Segment Types

Loyalty

Acquisition

Engagement

Outcomes

Customer loyalty by Marketing Channel

Using visit numbers to create new/returning visit %

new visits segment

return visits segment

new visits % metric

return visits % metric

Using visit numbers to create new/returning visit % (cont.)

Segment Comparison Panel

Segment Overlap

Segment Sharing & Targeting

In An Automated WorldOnly the Hybrids Thrive

DURING

Humans & Machines Both Have a Role to Play

Advertising Insights

Day of Week

Spend Distributions at weekly spend of 17500

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Flat 2500 2500 2500 2500 2500 2500 2500

Current 2500 2500 2500 2500 2500 2500 2500

Optimal 2564 2408 2564 2720 3032 2096 2252

Uplift from current to

optimal allocation+ 2.4%

Geo Segmentation

Budget Caps

Spend Multiple: Predicted campaign spend variance allowed to give head room for cost

Multiple 1.5Status too low

Audit Summary

2 of 30number of days with atleast one bid change

6.8%impressions forfeited due to

inadequate campaign budgets

2%of bids were changed in

increments of 5%

65%of all keywords havethe same Five bids

99%of all adgroups have the same

mobile bid adjustment

35%of total investment is

flowing through mobile

The Quality of Our Questions Determines the Quality

of Our Experience

Optimization requires focus

What do I feel like today?XXXXXXX

Team Evolution

Single Source of TRUTH

United GOALS

Focused QUESTIONS

ConsistentACTIONS

1 2 3 4 5

Focused Questions

What channelassists Search most often?

Which low ranking pages

need attention?

Which segments should drive

personalization ?

Which creatives are causing ad

fatigue?

Which internal searches need

relevant results?

1. Which Channel Assists Search Most Often?

ttps://www.youtube.com/watch?v=M3EOdONa-3E&feature=youtu.beFreeform Workspaces video: http://goo.gl/avRQLh

1. Which Channel Assists Search Most Often?

Last Touch Channel

First Touch Channel

Product Description

2. Which Low Ranking Pages Need Attention?

Include keywords in relevant paid search campaign

Create new content for respective pages

Potential inter-link and back-link opportunities

Page Position Keyword InPaid Search?

/products/prod1 8 Keyword1 Y

/products/prod2 15 Keyword2 N

/products/prod3 30 Keyword3 N

/products/prod_n 20 keyword4 Y

Google Search Console limited in scaling across hundreds of target URLs

PositionQueries

Filtering by individual pages not scalable

Leverage the Google Console API to scale across brand or category URLs

Page URLs

/products/prod1

/products/prod2

/products/prod3

/products/prod_n

Page URL Keyword(s) Position

/products/prod1 Keyword1 1

Keyword2 5

Keyword3 9

/products/prod2 Keyword4 11

Keyword5 17

Google Search Console API

Text file input Output

*Google Search Console script available on github.com/davidtzau

Opportunities

Product Detail Pages

New paid searchkeyword opportunities

• Recycling / disposal• How to replace battery

video• cross model

merchandising and linking

New content opportunities

Merge Site Data & Google Search Console

3. Which segments should drive personalization?

ListenCreate audienceand apply to Ad

Groups

ExtractCreate AdWords

Report for target

audiences

AnalyzeWhere is the

audience searching

Act• Record Baseline• Automate Modifiers• Personalize Ads

Download Impressions for Target Audiences

What campaigns are audiences most active in?Day

Campaigns

Audience: K-12 Education Customers

Where the Search action is!!!Focus time and money on these campaigns

Search, eMail, display, Facebook, YouTube, etc

Record Baseline

Automate Modifiers

Personalize Experience

K-12 Education Customers

We have deployed Chromebook solutions for many school districts

Unidentified audience (general public)

Make Experience Manager aware of audience

Customer Match

http://www.adobe.com/privacy/opt-out.html

Ad Customizers

{=COUNTDOWN(AdCustomizerFeed.Date)}

{=IF(device=mobile,

"Quick, Easy, Mobile Booking"):

"Best price guarantee"}

{=IF(audience IN (returning visitors,cart abandoners)

,30%):

4. Which ads are experiencing fatigue?

FB Custom Audience Google RLSA Audience

Passive ActivityDepending on audience size, customer may see same ad repeatedly

Proactive ActivityCustomer will see same ad, limitedimpact given search initiated by customer

Passing dimension from customer database

(ex. Customer in finance sector)

Same audience, but ad fatigue very real using FB custom audiences

4. Which ads are experiencing fatigue?

1 2 3 4 5 6 7 8 9 10 11 12

Unique CTR

Ad Fatigue with Facebook Custom AudiencesUnique CTR by Day

Ad1 Ad2 Ad3

Ad4 Ad5 Ad6

5. Which internal searches need more relevant results?

TREASURE TROVE OF INTENT

• Guide advertising & content strategy

• Understand how customers classify products

• Integrate internal site searches with AI

Site search engines require A LOT of work to get right

HP Elitebook

Test: What is this search for?

Site search engines require A LOT of work to get right

GLC-SX-MMD

Proline Cisco GLC-SX-MMD Compliant Ethernet Transceiver

Scaling site search relevance using Adobe Sensei & IBM Watson

Watson AI: Grade 1 Grade 2 …. Grade 7

Trainer Trainer Trainer

Problem Domains: Site Search, Assistants, Routing / Redirection

Customers

Sensei + Watson = Constantly Learning Site Search

Download python script to automate testing of Watson @ github.com/davidtzau

Hybrid Digital Marketer

Platform Proficiency• Adobe Advertising Cloud• Facebook Ads Manager• Google Merchant Center• Google Search Console

Analytical Skills• Analysis Workspaces• Excel Report Builder• Anomaly Detection• Segment Sharing

Strategic Focus• Quality Questions• Prioritization Discipline• United Goals• Honest Accountability

Relationship Building• IT/Engineering• Category/Brand Managers• Product Management• Brand Marketing

Team Evolution

Single Source of TRUTH

United GOALS

Focused QUESTIONS

ConsistentACTIONS

Aggregated Gains

1% Improvement

1% Decline

Chris Haleuachaleua@adobe.com

Twitter: @chrishaleua

linkedin.com/in/chrishaleua

Q&ADavid Tzau

davidtza@cdw.com

Twitter: @davidtzau

linkedin.com/in/davidtzau

Adobe Summit | The Digital Marketing

Conference

March 19-23, 2017, Las Vegas

Advertising Insights through Segmented Analytics - Adobe Summit 2017

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