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Exploring the Business Value of Cross-
ChannelAttribution and Optimization
August 26, 2013
for
Connecting the Dots Between...
2
today’s
AGENDA
The Challenge
The Solution
Case Study
Q & A
@caseycarey
#iMediaSummit
3
And Now a Word from Our Sponsor
•What we do…
We power more intelligent marketing
•How we do it…
By providing advanced ma...
4
5
“SOME THINGS I KNOW AND
SOME THINGS I DON’T”
6
to succeed, modern marketers
must increasingly…
become
data-driven,
but there is a
data deluge.
understand the
customer
...
7
…understanding the true
connection between
marketing and results.
The business challenge…
8
How Does This Sequence of
Events…
Impact This?@caseycarey
#iMediaSummit
9
Attribution Model
• Rules-based (event or
fractional)
• Click-based
• Digital-centric
Conversion Events
• Online only
Ac...
10
 Data-driven, probabilistic
model
 Leverages user-level
interactions including
impressions
 Full-funnel view of medi...
11
Simple v. Advanced Marketing
Attribution
Simple
Advanced
12
Connecting Offline Conversions
to Online Media
CRM, POS,
and Call-
Center Data
Offline to
Online
Match
Advanced
Attribu...
13
Case Study – Big Box Specialty
Retailer
14
Case Study - Quick Facts
•Large Specialty Retailer
• 2000+ stores
• North America
•Digital Marketing Channels
• Display...
15
Overall Attribution Results – 24% of
9.3MM Attributed to Online Media
16
Offline Attribution Results – 8.5%
Attributed to Online Media
17
Channel Performance
•Conversion to
Cost Index
•Display – 1.1
•PPC – 0.07
•Email – ???
Shift Budget from PPC to Display
...
18
Display Geo Performance
Conversion to
Cost Index
SFO – 0.51
NYC – 0.55
LA – 0.81
CHI – 1.18
ATL – 1.19
DC – 1.30
Re-Bal...
19
Paid Search Performance
Conversion to
Cost Index
Brand – 2.35
General – 2.16
Category 1– 0.73
Category 2 – 0.20
Categor...
20
Display Lift Analysis
Display Lift
Organic Search – 23.3%
Paid Search – 23.3%
Email – 46.1%
Offline Sales– Assisted Cha...
21
Funnel Stage Analysis
Channel
Site
Adjust Creative Based on Site
22
23
Key Takeaways
•Adapt KPIs to purchase paths
• Each vehicle has a unique role
• Optimal use of each vehicle may require ...
24
Casey Carey
CMO, Adometry
casey.carey@adometry.com
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Connecting the Dots Between Online Media and Offline Purchases

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Adometry CMO Casey Carey delivered this presentation at the 2013 iMedia Brand Summit in a session titled "Connecting the Dots Between Online Media and Offline Purchases".

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Connecting the Dots Between Online Media and Offline Purchases

  1. 1. Exploring the Business Value of Cross- ChannelAttribution and Optimization August 26, 2013 for Connecting the Dots Between Online Media and Offline Purchases Casey Carey CMO @caseycarey
  2. 2. 2 today’s AGENDA The Challenge The Solution Case Study Q & A @caseycarey #iMediaSummit
  3. 3. 3 And Now 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 70+ brands and their agency partners primarily in the auto, telecom, technology, travel & leisure, FSI, and retail verticals •You should care because… Remarkable results – on average 20-40% improvement in marketing ROI @caseycarey #iMediaSummit
  4. 4. 4
  5. 5. 5 “SOME THINGS I KNOW AND SOME THINGS I DON’T”
  6. 6. 6 to succeed, modern marketers must increasingly… become data-driven, but there is a data deluge. understand the customer journey, but it is becoming more complex. be multi-channel in our approach, but we organize and measure in silos.
  7. 7. 7 …understanding the true connection between marketing and results. The business challenge…
  8. 8. 8 How Does This Sequence of Events… Impact This?@caseycarey #iMediaSummit
  9. 9. 9 Attribution Model • Rules-based (event or fractional) • Click-based • Digital-centric Conversion Events • Online only Actionability • Inconsistent metrics • Measures “What happened?” Today’s Approach Has Limitations
  10. 10. 10  Data-driven, probabilistic model  Leverages user-level interactions including impressions  Full-funnel view of media performance  Includes both online and offline conversion events Advanced Attribution Provides Greater Clarity Into Performance
  11. 11. 11 Simple v. Advanced Marketing Attribution Simple Advanced
  12. 12. 12 Connecting Offline Conversions to Online Media CRM, POS, and Call- Center Data Offline to Online Match Advanced Attribution Optimization @caseycarey #iMediaSummit
  13. 13. 13 Case Study – Big Box Specialty Retailer
  14. 14. 14 Case Study - Quick Facts •Large Specialty Retailer • 2000+ stores • North America •Digital Marketing Channels • Display • Organic Search • Paid Search • Email • Direct navigation • Social •Offline Marketing • 4 page FSIs • In-store promos and events •Analysis Timing • April 7 – May 4, 2013 •Online Conversion Events • Email sign-up • Coupon download/print • Store locator • Gift card purchase • Appointments •Offline POS Data • Loyalty card • Credit-card look-up
  15. 15. 15 Overall Attribution Results – 24% of 9.3MM Attributed to Online Media
  16. 16. 16 Offline Attribution Results – 8.5% Attributed to Online Media
  17. 17. 17 Channel Performance •Conversion to Cost Index •Display – 1.1 •PPC – 0.07 •Email – ??? Shift Budget from PPC to Display DisplayPaidSearch OrganicSearchDirectNavigation Email
  18. 18. 18 Display Geo Performance Conversion to Cost Index SFO – 0.51 NYC – 0.55 LA – 0.81 CHI – 1.18 ATL – 1.19 DC – 1.30 Re-Balance Display by Geo Chicago Atlanta SanFrancisco NewYork LosAngeles WashingtonDC
  19. 19. 19 Paid Search Performance Conversion to Cost Index Brand – 2.35 General – 2.16 Category 1– 0.73 Category 2 – 0.20 Category 3 – 0.90 Adjust Bid Strategy Based on #s Category1 Category2 Category3 general brand
  20. 20. 20 Display Lift Analysis Display Lift Organic Search – 23.3% Paid Search – 23.3% Email – 46.1% Offline Sales– Assisted Channel: Paid Search Offline Sales – Assisted Channel: Email Click Offline Sales – Assisted Channel: Organic Search
  21. 21. 21 Funnel Stage Analysis Channel Site Adjust Creative Based on Site
  22. 22. 22
  23. 23. 23 Key Takeaways •Adapt KPIs to purchase paths • Each vehicle has a unique role • Optimal use of each vehicle may require a rethinking of metrics •Leverage advanced attribution data in regular reporting/analysis • Attribution data can eventually replace much reporting, but will always add insight into existing data sources @caseycarey #iMediaSummit
  24. 24. 24 Casey Carey CMO, Adometry casey.carey@adometry.com

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