This Online Marketing case study traces performance back over 4 years with a focus on the introduction of Display Remarketing into an online Marketing Mix dominated by Search Engine Marketing. Presented on SMX London on 16 May 2013

1. EXPANDING PERFORMANCE
FROM SEM TO REMARKETING
ANDERS HJORTH
MAY 2013
© BDBL Media 2013

2. DIGITAL LOTUS
• Contents
• Distribution
• Amplification
• Remarketing
My track
Philosopy
• Search & Social
• Attribution
• Remarketing
Technology
Fashion, finance, B2B, France
Business School
Bubble Years
Innovell, Fluxus, BeFree
Pan-Europe
Search Marketing
2011 Biddable Media
2013 Content Marketing
COO Search Marketing - Europe

3. Qui sommes-nous?
Oreca Store is an Automobile Sports accessoires provider

4. Oreca-Store : …2009-2013…
0
50
100
150
200
250
300
350
400
450
2009 2010 2011 2012 2013
Productfeed
Emailing
Social
Display
Affiliates
SEO
SEM non brand
SEM brand
Highest growth from 2012 – 2013 was in Display
(mainly remarketing but also acquisition)
• Aggressive progression of
Revenues year on year
• Changes in the Online
Marketing Mix over time
• 4 sales channels in 2009
8 in 2013
– Optimised share of voice
– Conversion process
improved
• Deduplication allowing for
optimal investments

5. 3 year campaign evolution
01/02/2010au07/02/2010
22/02/2010au28/02/2010
15/03/2010au21/03/2010
05/04/2010au11/04/2010
26/04/2010au02/05/2010
17/05/2010au23/05/2010
07/06/2010au13/06/2010
28/06/2010au04/07/2010
19/07/2010au25/07/2010
09/08/2010au15/08/2010
30/08/2010au05/09/2010
20/09/2010au26/09/2010
11/10/2010au17/10/2010
01/11/2010au07/11/2010
22/11/2010au28/11/2010
13/12/2010au19/12/2010
03/01/2011au09/01/2011
24/01/2011au30/01/2011
14/02/2011au20/02/2011
07/03/2011au13/03/2011
28/03/2011au03/04/2011
18/04/2011au24/04/2011
09/05/2011au15/05/2011
30/05/2011au05/06/2011
20/06/2011au26/06/2011
11/07/2011au17/07/2011
01/08/2011au07/08/2011
22/08/2011au28/08/2011
12/09/2011au18/09/2011
03/10/2011au09/10/2011
24/10/2011au30/10/2011
14/11/2011au20/11/2011
05/12/2011au11/12/2011
26/12/2011au01/01/2012
16/01/2012au22/01/2012
06/02/2012au12/02/2012
27/02/2012au04/03/2012
19/03/2012au25/03/2012
09/04/2012au15/04/2012
30/04/2012au06/05/2012
21/05/2012au27/05/2012
11/06/2012au17/06/2012
02/07/2012au08/07/2012
23/07/2012au29/07/2012
13/08/2012au19/08/2012
03/09/2012au09/09/2012
24/09/2012au30/09/2012
15/10/2012au21/10/2012
05/11/2012au11/11/2012
26/11/2012au02/12/2012
17/12/2012au23/12/2012
07/01/2013au13/01/2013
28/01/2013au03/02/2013
18/02/2013au24/02/2013
11/03/2013au17/03/2013
01/04/2013au07/04/2013
22/04/2013au28/04/2013
2010 2011 2012
0
10
20
30
40
50
60
week08-Du18/02/2013au24/02/2013
week11-Du11/03/2013au17/03/2013
week14-Du01/04/2013au07/04/2013
week17-Du22/04/2013au28/04/2013
2013
CPA
ConversionsTotales

6. The Remarketing scene
Google Realm Facebook RealmYahoo, MSN & WWW
Search
Display
Google Adex:
Reach of Google Remarketing
Google Adex + Yahoo adex + Rubicon + FBX + …
Total reach of Display Remarketing

7. Technology
Affiliate
platforms
Email
Other
Tracking
Management
& Optimisation
Social
Display
RTB
Other
Media
Organic
results
Paid search

8. Dynamic retargeting
Montres (watches)
Montres (watches)
Montres (watches)
This specific user
has a high score on
« montres » - the
watches section of
the site

9. Deduplication
D-7D-30 Day D
0% 0%0%
D-3
Display
View
Display
Click
Sale
PPC click on
Generic
keyword
Media exposure
D-1
100%
PPC click on
Brand
keyword
Deduplication
(last click)
Non-deduplication
(last click)
0% 100%0% 100%
100%
=200%

10. Attribution modeling
Mixed attribution but
still last click
PPC, Social Media and
Display prioritized
 External Ad server data in
second tier
 Organic traffic in 3rd tier
 Postview data in 4th tier

11. Outcome
Impressions
Google Yahoo! Search | Bing Ad Exchange
Ad Exchange FB Ad Exchange Acquisition Idealo
Google Yahoo! Search | Bing Ad Exchange
Ad Exchange FB Ad Exchange Acquisition IdealoGoogle Yahoo! Search | Bing Ad Exchange
Ad Exchange FB Ad Exchange Acquisition Idealo
Impressions
Google Yahoo! Search | Bing Ad Exchange
Ad Exchange FB Ad Exchange Acquisition Idealo
0,00%
5,00%
10,00%
CTR
0,00
10,00
20,00
30,00
ROI
Orders
Google Yahoo! Search | Bing Ad Exchange
Ad Exchange FB Ad Exchange Acquisition Idealo
Impressions
Google Yahoo! Search | B
Ad Exchange FB Ad Exchange Acqu
Google Yahoo! Search | Bing Ad Exchange
Ad Exchange FB Ad Exchange Acquisition Idealo

12. Conclusions
• Aggressive sales expansion calls for multiplication of acquisition
channels
• Display remarketing now a major contributor representing
biggest year-on-year progression in 2013
• Essentials for this expansion were:
– Deduplication
– Attribution analysis and modeling
– Dynamic retargeting
• 10% of conversions now attributed to Display campaigns (mainly
Remarketing)
• As more channels are being mastered, affiliate marketing is
reducing

13. THANKS
Anders Hjorth (@soanders)
anders@bdbl.fr
+33 1 58 05 39 10