ANA & BFO Webinar: The Art of the Shift (June 2017)

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Shifting marketing budgets between channels can be tricky business. During this 60-minute webinar, we explored how you determine when and where to shift your marketing spend.

Marketing

1
THE ART OF THE SHIFT
When to Shift or Optimize your Media Budgets.

3
ABOUT ME
@josh_barwa
linkedin.com/in/joshbarwa

5
TYPICAL QUESTIONS
Where are
the
diminishing
returns?
When do I stop throwing
money at search and
switch to display?
Should I move
some TV
budget to
YouTube?
When do I know if a
platform is working or
not?

8
ATTRIBUTION TIPS: UNDERSTAND YOUR
CUSTOMER JOURNEY

9
Search
“how to find a
lawyer”
Read
News article for
advice on finding a
lawyer
Email
A friend for
lawyer advice
Visit
Lawyer directory
site to read reviews
and compare
Search
“lawyer firm in
sacramento”
Visit
Law firm site
Conversion
THE PATH TO PURCHASE HAS MANY
STOPS

10
10.4
sources before purchasing
Consumers consult an
average of
THE TRADITIONAL DIGITAL FUNNEL LOOKS
LIKE A BOWL OF SPAGHETTI

11
START BY UNDERSTANDING
ATTRIBUTION
11
• Online to Offline (MCA – O2S): In this model the goal is to understand which digital marketing channels contributed
to a particular offline conversion.
• Multi-Channel Attribution (MCA- AMS): Understanding attribution across multiple screens and advertising
channels (TV, Print, Digital)
• Multi-Channel Attribution (AMS - ADC): Understanding attribution across digital channels and touchpoints
(Search, Display, Social, Mobile)
• Post Conversion Attribution: Measuring phone calls and post-lead downstream sales through CRM integration.
Attribution is the science of using advanced analytics to allocate proportional credit to
each marketing touch point across all online and off-line channels, leading to a desired customer
action.
– Forbes.com 12/02/14

14
PLAN TO SHIFT, SHIFT THE PLAN
• Plan to Shift
• Budget Analysis
• Vendor Conversations
• Internal Conversations (Red Tape)
• Risk Tolerance

16
#1 MEASUREMENT & ATTRIBUTION
Start by understanding attribution & getting the right metrics aligned
with each platform.
• KPI’s per Channel?
• Engagement vs Direct Response
• Acquisition vs Retention
• Device Specific KPI’s

17
#2 PLATFORM & CHANNEL OPTIMIZATION
Dive deep in any given channel (search/display/social/video) to
make sure each platform has an optimal mix of:
• Targeting
• Audiences
• Bids & CPMs
• Creative
• Landing Page
• Tracking

27
THE “CHECKLIST”
 Plan to shift and remain fluid
 Don’t get caught moving too slow (or too fast)
 Take the time to understand attribution
 Evaluate shifts within channel as well as channel-to-channel

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ANA & BFO Webinar: The Art of the Shift (June 2017)

1. 1 THE ART OF THE SHIFT When to Shift or Optimize your Media Budgets.

2. 2 ABOUT ME Director of New Client Strategies @ Be Found Online 14 Years in the Digital Marketing (but…I’m not just a ‘sales guy’)

3. 3 ABOUT ME @josh_barwa linkedin.com/in/joshbarwa

4. 4 BEFORE WE BEGIN

5. 5 TYPICAL QUESTIONS Where are the diminishing returns? When do I stop throwing money at search and switch to display? Should I move some TV budget to YouTube? When do I know if a platform is working or not?

6. 6 MOST COMPANIES MOVE LIKE THIS

7. 7 OR LIKE THIS

8. 8 ATTRIBUTION TIPS: UNDERSTAND YOUR CUSTOMER JOURNEY

9. 9 Search “how to find a lawyer” Read News article for advice on finding a lawyer Email A friend for lawyer advice Visit Lawyer directory site to read reviews and compare Search “lawyer firm in sacramento” Visit Law firm site Conversion THE PATH TO PURCHASE HAS MANY STOPS

10. 10 10.4 sources before purchasing Consumers consult an average of THE TRADITIONAL DIGITAL FUNNEL LOOKS LIKE A BOWL OF SPAGHETTI

11. 11 START BY UNDERSTANDING ATTRIBUTION 11 • Online to Offline (MCA – O2S): In this model the goal is to understand which digital marketing channels contributed to a particular offline conversion. • Multi-Channel Attribution (MCA- AMS): Understanding attribution across multiple screens and advertising channels (TV, Print, Digital) • Multi-Channel Attribution (AMS - ADC): Understanding attribution across digital channels and touchpoints (Search, Display, Social, Mobile) • Post Conversion Attribution: Measuring phone calls and post-lead downstream sales through CRM integration. Attribution is the science of using advanced analytics to allocate proportional credit to each marketing touch point across all online and off-line channels, leading to a desired customer action. – Forbes.com 12/02/14

12. 12 DON’T FORGET ABOUT ASSISTS Non-Brand keywords are the @JohnStockton of digital marketing #Assists #PracticalAttribution

13. 13 BEFORE YOU START

14. 14 PLAN TO SHIFT, SHIFT THE PLAN • Plan to Shift • Budget Analysis • Vendor Conversations • Internal Conversations (Red Tape) • Risk Tolerance

15. 15 BEFORE YOU SHIFT BUDGETS

16. 16 #1 MEASUREMENT & ATTRIBUTION Start by understanding attribution & getting the right metrics aligned with each platform. • KPI’s per Channel? • Engagement vs Direct Response • Acquisition vs Retention • Device Specific KPI’s

17. 17 #2 PLATFORM & CHANNEL OPTIMIZATION Dive deep in any given channel (search/display/social/video) to make sure each platform has an optimal mix of: • Targeting • Audiences • Bids & CPMs • Creative • Landing Page • Tracking

18. 18 #3 THE LAW OF DIMINISHING RETURNS 18

19. 19 WHAT TO SHIFT

20. 20 WHAT TO CONSIDER

21. 21 TRIM THE FAT

22. 22 PITFALLS TO AVOID

23. 23 #1 - VENDOR ROULETTE

24. 24 #2 – WRITING OFF A PLATFORM

25. 25 #3 – TESTING TOO MUCH

26. 26 THE “CHECKLIST”

27. 27 THE “CHECKLIST”  Plan to shift and remain fluid  Don’t get caught moving too slow (or too fast)  Take the time to understand attribution  Evaluate shifts within channel as well as channel-to-channel

28. 28 THANK YOU

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ANA & BFO Webinar: The Art of the Shift (June 2017)

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