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© 2014 Adometry, Inc. All rights reserved. 1
Webinar #4Driving Results: Stories from the Front LinesTuesday, February 25, 2014
@caseycarey
© 2014 Adometry, Inc. All rights reserved. 2
Casey CareyChief Marketing Officer
A Bit About Casey
© 2014 Adometry, Inc. All rights reserved. 3
First a Word from Our Sponsor
•What we do…We power more intelligent marketing
•How we do it…By providing advanced marketing attribution and optimization solutions
•Our customers…For 75+ brands and their agency partners primarily in the auto, telecom, technology, travel & leisure, FSI, and retail verticals
© 2014 Adometry, Inc. All rights reserved. 4
XCMO Summit – April 30-May 2, Austin TX
• One of a kind event for CMOs, marketing leaders, heads of marketing analytics, and agency execs
• Details, agenda, and registration at www.xcmo.com
• Early, Early Bird $500 off ends Feb 28thTina Moffett, Forrester
© 2014 Adometry, Inc. All rights reserved. 5
today’s
AGENDA
Series Recap
Insights and Optimization Examples
Big Box Retailer Case Study
Q&ARESULTS
© 2014 Adometry, Inc. All rights reserved. 6
Attribution 2014 Webinar Series
DIRECTION RESULTS
TRUST
ACTION
CLARITY
© 2014 Adometry, Inc. All rights reserved. 7
A Comprehensive Marketing Attribution Solution
Paid Media• Display• Social Ads• Video• In App Ads• Search• Retargeting• CSEs• Affiliates• Email• SMS• Direct Mail• Catalog• Inserts
Owned Media• Referrals• Organic Search• Direct Nav• Organic Social• Content
Transaction & Sales Channels• Websites• Call-Center• Kiosk• Brick-n-Mortar
Audience andCRM Data
DEVICES
• KPIs• Conversions• Channels/Sub-Channels• Sources
• Campaigns• Placements keyword, etc.• Creative, content, format• Segments
© 2014 Adometry, Inc. All rights reserved. 8
Webinar 1 – Setting the Direction for Your Attribution Initiative
•Clearly define your objectives and scope
•Assess each pillar of the model• What is your aspired level?
• What are the barriers to achieving it?
• What road map makes sense to establish upfront wins?
•Create your business case for the investment• What improvements are likely?
• What is the cost (internal & external)?
DIRECTION
© 2014 Adometry, Inc. All rights reserved. 9
Webinar 2 – Creating a Data Foundation You Can Trust
•Begin with the end in mind• Balance goals, data, and complexity
• Have a vision for how you will use the insights to drive different activities
•Work your way up the tree• Low-hanging fruit first – easy to collect, easy to
compile sources, drives most business value
• Add more over time as appropriate
•Strategically move from activity to value based measurement
TRUST
© 2014 Adometry, Inc. All rights reserved. 10
CLARITY
Webinar 3 – Creating Clarity and Actions that Drive Results
•Select an Attribution Approach Based on Your Business Needs• Balance model with goals, data, and complexity
• More accurate (data-driven) is better
•Leverage the Insights to Drive Improved Performance• Across channels
• Within channels
•Strategically move to leverage predictive optimization and operationalizing results ACTION
© 2014 Adometry, Inc. All rights reserved. 11
Visit and Subscribe to the M2R Blog for Webinar Recaps and Other Great Content
www.adometry.com/blog
© 2014 Adometry, Inc. All rights reserved. 12
Wide Spectrum Of Actionability from Attribution Results
Tactical Strategic
Sh
ort
Ter
m
Lo
ng
Ter
m
Eliminate Bottom Performers
Frequency Capping
Eliminate Wasted Impressions
Segment Customers
Improved Targeting
Monitor Data Quality
De-silo Data
Customize Messaging
Optimal Media Plans
Creative Sequencing
Maximize Exclusivity And Positive Overlap
Minimize Time To Conversion
Overall Budget Change Action Plan Budget Reallocation Across Channels
Geographic Targeting
Budget Reallocation Within Channels
Identify Top Performers
Identify Overlap/Waste
Measure Cross-channel Journey
© 2014 Adometry, Inc. All rights reserved. 13
Cross-Channel InsightsChannel Optimizations
© 2014 Adometry, Inc. All rights reserved. 14
Optimal Allocation of Budget Within a Channel
RECOMMENDATIONUse Optimization to
reallocate current budget across tactics
ESTIMATED IMPACT
+16%increase in conversions at a
14% lower eCPA
© 2014 Adometry, Inc. All rights reserved. 15
Display Channel – Viewability
RECOMMENDATIONRefinery29 has high volume combined with low visibility
– shift spend to higher quality placements.
RESULTS
14%decrease in overall display
eCPA by improving viewability of placements
© 2014 Adometry, Inc. All rights reserved. 16
Display Channel – Frequency Capping
RECOMMENDATIONFrequency cap on high CPO placements. Set to 13/day
for TURN RON and retargeting
RESULTS
$602,528annual savings and 38% lower eCPA by removing
non-performing impressions
© 2014 Adometry, Inc. All rights reserved. 17
Display Channel – Minimizing Reach Overlap
RECOMMENDATIONInstitute cookie blocking so
Chango will not show up after a Solve impression
RESULTS
$105,600savings annually and lower CPO by 31% by removing
non-performing impressions
© 2014 Adometry, Inc. All rights reserved. 18
Display Channel – Reallocating Budget to Better Performing Tactics
RECOMMENDATIONShift lower-performing Turn RON placements to Turn
Retargeting
RESULTS
42%lift in average orders/day for
Turn placements
© 2014 Adometry, Inc. All rights reserved. 19
Video Channel – Understanding Format Performance and Role in Funnel
RECOMMENDATIONVideo under-credited by 10-20%; Acts as introducer in
56% of conversions; Expand budget and focus on reach
to fill funnel
RESULTS
98%increase in reach with 65%
increase in budget
© 2014 Adometry, Inc. All rights reserved. 20
Audience Insights – Opportunities to Optimize Targeting
RECOMMENDATIONReduce Age 51-55
impressions by 50%; increase Gourmet Cuisine
impressions by 35%
RESULTS
14%improvement in eCPA
21-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61-65 66-70 71-750.00%2.00%4.00%6.00%8.00%
10.00%12.00%14.00%16.00%18.00%
Age
% of Total Impressions % of Total Attributed Conversions
Cat P
rodu
cts
Childr
en's
Produ
cts
Dog P
rodu
cts
Health
& W
ellne
ss
Small
& H
ome
Office
Pro
...
Autom
otive
Pro
duct
s
Outdo
or S
ports
0%
5%
10%
15%Frequent Buyers
% of Impressions % of Attributed Conversions
Gourm
et C
uisine
© 2014 Adometry, Inc. All rights reserved. 22
Paid Search Channel – Reallocating Budget Between Providers
Keyword Group 2
Keyword Group 1 RECOMMENDATIONOn a fully attributed basis,
opportunity to increase MSN spend on primary KWs
ESTIMATED IMPACT
7%increase in conversions while maintaining target
ROAS
© 2014 Adometry, Inc. All rights reserved. 23
Paid Search Channel – Programmatic Bidding Integration
Transaction and Revenue
Feeds
Attribution Processing
Attributed KW Performance
Feed
RECOMMENDATIONIntegrate attributed keyword
performance into programmatic bidding
platform.
ESTIMATED IMPACT
3%-5%Improvement in efficiency as
measured by ROAS
© 2014 Adometry, Inc. All rights reserved. 24
Affiliate – Reallocating Budget to Better Performing Publishers
RECOMMENDATIONFully attributed Affiliate CPA
is $6.72 higher than last-click. Leverage Top-
performers report to re-allocate spend.
RESULTS
$656,937savings in reducing non-
performing publishers
© 2014 Adometry, Inc. All rights reserved. 25
All Channels – Evaluate Efficacy of Role in Conversion Path
By Tactic
By Site/Provider/Publisher
By Creative
RECOMMENDATIONInform strategic planning by utilizing the strengths/roles
correctly depending on campaign goals.
ESTIMATED IMPACT
???understand which tactics
offer opportunities to maximize to conversion
across the funnel
© 2014 Adometry, Inc. All rights reserved. 26
Cross-Channel Optimizations
© 2014 Adometry, Inc. All rights reserved. 27
Optimal Allocation of Budget Across Channels
RECOMMENDATIONUsed Optimization to
reallocate current budget across channels.
ESTIMATED IMPACT
+30%more conversions at a 23%
lower eCPA
© 2014 Adometry, Inc. All rights reserved. 28
Optimal Allocation of Budget Across Channels
RECOMMENDATIONUsed Optimization to
reallocate current budget across channels.
ESTIMATED IMPACT
+30%more conversions at a 23%
lower eCPA
© 2014 Adometry, Inc. All rights reserved. 29
Cross Channel – A Unified View of Performance
RECOMMENDATIONCreate a unified metric that
provides an apples-to-apples view of performance across
channels.
ESTIMATED IMPACT
???reduced cost in performance reporting and improved clarity
to inform decisions
© 2014 Adometry, Inc. All rights reserved. 30
Cross Channel – Understand the Interplay of Channels
RECOMMENDATIONLeverage lift reporting to
understand and exploit the interdependencies between
channels.
ESTIMATED IMPACT
21%improvement in ROAS by by
shifting display to search, coordinating sequencing and creative across the channels
including email
© 2014 Adometry, Inc. All rights reserved. 31
Brandon BetheaPresident
A Bit About Brandon
© 2014 Adometry, Inc. All rights reserved. 32
Problem: Retailer Needed In-Store Sales
Aging Customers.
Engage Core Customers
Attract New Customers
Costly Media.
Reduce FSI Media
Align Digital Efforts
Sales Insights.
Reduce Offers/Discounts
Online-to-Offline Sales
$ ?
How do I reach my customers, reduce media waste and prove the value of digital marketing efforts?
© 2014 Adometry, Inc. All rights reserved. 33
Solution: Integrated Digital Program
Activate AudiencesFor Accuracy.
Customer Onboarding
Lookalike Prospecting
Optimize MediaFor Efficiency.
Digital Channel Mix
Programmatic Display
Maximize InsightsFor Effectiveness.
Dynamic Offers
Store Sales Attribution
+38% HIGHER IN-STORE
CONVERSION RATE
Q3 over Q2
-35% LOWER IN-STORE
COST PER TRANSACTION
Q3 over Q2
+33% HIGHER IN-STORE
RETURN ON AD SPEND
Q3 over Q2
© 2014 Adometry, Inc. All rights reserved. 34
Results: Audience Accuracy
Lookalike Prospecting.We leveraged on-boarded CRM records to build custom “lookalikes” for display media prospecting campaigns.
Lookalike Extension Models
Data Segmentation Profiles
Customer Onboarding.On-boarded CRM transactional data to extend the
CRM segmentation program to new digital channels.
Segmentation Personas
Transactional Records
Average CRM Segments
0.25%
0.39%
Average Lookalikes
0.25%
0.33%
+56% HIGHER IN-STORE
CONVERSION RATE
+32% HIGHER IN-STORE
CONVERSION RATE
© 2014 Adometry, Inc. All rights reserved. 35
Results: Media Efficiency
Programmatic Display.We set up deals with premium publishers to only buy
inventory when it matches our audiences and criteria.
Programmatic Premium Publishers
Brand Safe + Ad Viewability
-37% LOWER IN-STORE
COST PER TRANSACTION
Average Premiums
$2.71
$1.70
Digital Channel Mix.We analyzed the digital channel mix to determine the impact of each channel in the overall marketing mix.
Channel Lift
Funnel Stage
+31% HIGHER IN-STORE
CONVERSION RATE
Search Search + Display
2.78%
3.63%
© 2014 Adometry, Inc. All rights reserved. 36
Results: Media Efficiency
Programmatic Display.We set up deals with premium publishers to only buy
inventory when it matches our audiences and criteria.
Programmatic Premium Publishers
Brand Safe + Ad Viewability
-37% LOWER IN-STORE
COST PER TRANSACTION
Average Premiums
$2.71
$1.70
Digital Channel Mix.We analyzed the digital channel mix to determine the impact of each channel in the overall marketing mix.
Channel Lift
Funnel Stage
+31% HIGHER IN-STORE
CONVERSION RATE
Search Search + Display
2.78%
3.63%
© 2014 Adometry, Inc. All rights reserved. 37
Results: Insight Effectiveness
?
Dynamic Offers.We activated dynamic creative to target messaging
and offers based on each customer/prospect profile.
Dynamic Creative Ads
Message Testing
+70% HIGHER IN-STORE
RETURN ON AD SPEND
Static Flash Dynamic Ads
17
29
Store Sales Attribution.We analyzed sales performance by DMAs to determine which markets were the best fit for digital media ROI.
States & DMA Sales Data
FSI vs. Digital Test Markets
+160% HIGHER IN-STORE
CONVERSION RATE
New York Austin
0.13%
0.34%
For illustration purposes only
© 2014 Adometry, Inc. All rights reserved. 38
Next Steps: Test, Learn & Optimize
Quarterly Performance.We optimized each audience, channel and creative
over the business quarter to have consistent lift.
+38% Conversion Rate
-35% CPA
+33% ROAS
Next Steps.We are now working with Adometry to expand our
attribution program with several new features.
Audience Data Reports
Budget Optimization Modeling
Validate Viewability Reporting
?
© 2014 Adometry, Inc. All rights reserved. 39
Webinar 4 – Realizing Results from Your Investment
•For most marketers, huge opportunity to improve display, video, and TOFU media• Viewability, frequency, reach, audiences
•For Search, Affiliate, Email, and other MOFU and BOFU media• Adjust based on new view of performance
• Identify and group performers by stage
• Integrate with programmatic platforms
•Across Channels• Optimize budget allocations
• Leverage campaign, creative, and sequencing
RESULTS
© 2014 Adometry, Inc. All rights reserved. 40
© 2014 Adometry, Inc. All rights reserved. 42