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Adobe Summit - Advanced Advertising Analytics

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Search, Social, and Display Insights in Adobe Analytics and Media Optimizer

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Adobe Summit - Advanced Advertising Analytics

  1. 1. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  2. 2. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Advanced Advertising Analytics Marketing Insights through Adobe Analytics & Media Optimizer
  3. 3. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 Dan Cardamone Manager - Search dancard@cdw.com Chris Haleua Product Marketing Manager chaleua@adobe.com
  4. 4. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 1 | Foster curiosity with people, process, & technology 2 | Break the habits of basic monitoring 3 | Balance the load between man & machine 4 | Mitigate the risk of advanced analytics 5 | Expand your perception of attribution & allocation Summary
  5. 5. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. MyAnalyticsScore.com
  6. 6. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. myanalyticsscore.com adobemarketingpro.com adobemediaoptimizerpro.com Surveys
  7. 7. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  8. 8. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Takeaways 8 People Align structure to break down silos Process Foster curiosity & reduce chores Tech Build trust in single source of truth
  9. 9. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. People 9 Advertising-analyst hybrids automate basic reporting to focus on advanced insights
  10. 10. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Process Targeting Analysis Testing BiddingCoverage Structure Life IDEAL COMMON Meetings Training Email Bugs Planning Calls
  11. 11. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Technology 11 Media Optimizer Conversion Metrics Campaign Classifications Engine Data Adobe Analytics Site Traffic Metrics
  12. 12. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.  2 eVars  EFID = serialize clicks  SKWCID = unique ad/keyword combination  5 events  Impressions  Clicks  Cost  Position  Quality Score Nuts and Bolts of the Integration
  13. 13. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Raw Tracking Codes 13 http://www.carnival.com/ ?CID=Psearch_A_B_HONEY_1241236 &SE=Bing&KW=all_inclusive_honeymoon_cruise &CM=General_Non_Brand Life_Style_Cruise &AG=Honeymoon_Cruise &_vsrefdom=nonbrand &gclid=CICe6NDYusMCFYuafgodxC0AOw &gclsrc=ds
  14. 14. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SAINT Classifications 14
  15. 15. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SAINT Classifications 15
  16. 16. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1 | Foster curiosity with the right people, process, & technology 2 | Break the habits of basic monitoring 3 | Balance the load between man & machine 4 | Mitigate the risk of advanced analytics 5 | Expand your perception of attribution & allocation
  17. 17. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17 What does basic really mean?
  18. 18. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Getting Started
  19. 19. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Volume vs. Efficiency
  20. 20. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Pathing & Fallout Bottlenecks
  21. 21. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Funnel Averages
  22. 22. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. FILTERS Volume Leaders Efficiency Threats SORTS Conversion Success Non-Converting Spend Conversions > 0 Conversions = 0 Cost > 0 Revenue ROAS Pos. Pos.CPCCost Performance Segmentation 22 FILTERS
  23. 23. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. FILTERS Volume Leaders Efficiency Threats SORTS Non-Converting Spend Ignored Impressions Conversions = 0 Cost > 0 Cost = 0 Impressions > 0 Pos. Pos. CPCCost Impressions Quality Score Performance Segmentation 23 FILTERS
  24. 24. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  25. 25. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  26. 26. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  27. 27. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  28. 28. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.  You might know your total conversions  ...but do you know the minority driving the majority?  You might know your efficiency threats...  ...but do you know your deadends in the step before?  You might know your loss leaders...  ...but do you know the segments & pivots that caused them? Performance Segmentation
  29. 29. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29 1 | Foster curiosity with the right people, process, & technology 2 | Break the habits of basic monitoring 3 | Balance the load between man & machine 4 | Mitigate the risk of advanced analytics 5 | Expand your perception of attribution & allocation
  30. 30. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  31. 31. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  32. 32. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  33. 33. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  34. 34. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Advertising Insights
  35. 35. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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 + 0.4%
  36. 36. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Budget Caps Relevant portfolio settings Spend Multiple: Predicted campaign spend variance allowed to give head room for cost Multiple 1.5 Status too low
  37. 37. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Quality Score Counts Quality Score Tiers Keyword Count Good 731 Average 1489 Poor 61 In the last 30 days, 32.0% of keywords had a Quality score in the 7 to 10 range adobe_systems | ACRO : NA : GG : PURCH : UNITS | 2016-02-20 to 2016-03-20 Impression weighted Quality Scores rounded up to nearest integer
  38. 38. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Portfolio Objective Weights Sale Closed 1 Lead Completed 0.6 Lead Started 0.4 Whitepaper Download 0.2
  39. 39. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Prediction Accuracy
  40. 40. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Correlation between Predictors Properties considered 25 Properties removed 21 No early signal 0 Do conversion data 11 Redundant data 10 Low correlation 0 Included in final model 4
  41. 41. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. amosummit.gamification.ws
  42. 42. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Audit Summary 2 of 30 number of days with at least 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 have the same Five bids 99% of all adgroups have the same mobile bid adjustment 35% of total investment is flowing through mobile
  43. 43. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 43 1 | Foster curiosity with the right people, process, & technology 2 | Break the habits of basic monitoring 3 | Balance the load between man & machine 4 | Mitigate the risk of advanced analytics 5 | Expand your perception of attribution & allocation
  44. 44. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How does advanced really differ from basic?
  45. 45. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Averages LIE!
  46. 46. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. PIVOTS
  47. 47. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Cart vs Partner 47
  48. 48. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Cart vs Partner 48 Adobe revenue driven by Adobe Adobe revenue driven by Other
  49. 49. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 49
  50. 50. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Portfoli o Time Product Pivots
  51. 51. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. PREDICTIVE
  52. 52. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 52
  53. 53. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Anomaly deep-dive in Analytics Workspace 53 unusually high revenue for the contributing products as a whole Customer A Customer B Customer C Customer D Customer E Customer F
  54. 54. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Anomaly Custome r Product Predictive
  55. 55. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Customer Segments to RLSA 55
  56. 56. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Visitors of Page Advanced Definition Aligned targeting & analysis RLSA
  57. 57. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SEGMENTS
  58. 58. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Solving for the (not provided) conundrum 58
  59. 59. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Solving for the (not provided) conundrum 59
  60. 60. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Entry Page Site Section % New Segments
  61. 61. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Customer loyalty by Marketing Channel 61
  62. 62. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Using visit numbers to create new/returning visit % new visits segment return visits segment new visits % metric return visits % metric
  63. 63. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Using visit numbers to create new/returning visit % (cont.) 63
  64. 64. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Loyalty Channel % Return Loyalty
  65. 65. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. OFFLINE
  66. 66. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Engagement Metrics
  67. 67. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Call Tracking in AMO 67
  68. 68. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Call Tracking in Analytics 68 page views = calls create a segment based on those page views and then a calculated metric that counts those page views then bring more dimensions in through an eVar
  69. 69. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Page Views = Calls Segment = Page Views Dimension = Caller ID Call Tracking
  70. 70. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Customer Attributes in the People Core Service Solutions Core services Places PlatformPeople Assets Mobile Activation Data science Data Content Media Optimizer Social Audience Manager Target Primetime Experience Manager Campaign Analytics
  71. 71. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Customer Attributes Age & Gender Job Function PropensityMember Level Proximity Adobe Marketing Cloud: People Core Service Customer records ID aliases User login Marketing Cloud Visitor ID Service Customer ID = A383278 Customer ID = A383278 Age=30 Gender=Female Membership=Gold
  72. 72. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Customer Attributes VALIDATE schema and subscribe to 3 attributes in Analytics 2UPLOAD area of the Marketing Cloud 1
  73. 73. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Customer Attributes CREATE custom reports, segments, and metrics 3 ANALYZE behavioral patterns and share segments4
  74. 74. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Similarities  Applies forward & back Differences  Attached to the visitor  Entire life of the cookie  uniques  Available to all solutions Are These Classifications?
  75. 75. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Export from CRM Upload to People Core Service Segment by Attributes Customer Attributes
  76. 76. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ALLOCATION
  77. 77. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 77 1 | Foster curiosity with the right people, process, & technology 2 | Break the habits of basic monitoring 3 | Balance the load between man & machine 4 | Mitigate the risk of advanced analytics 5 | Expand your perception of attribution & allocation
  78. 78. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What do these pictures have in common? 78
  79. 79. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Comparisons of Different Models 79 Model Pros Cons Participation Fair to all Doesn t distinguish touch roles First Focuses on triggers Overvalues awareness Last Focuses on closure Overvalues low funnel & brand Linear Fair to all Doesn t distinguish values SPC / U Shaped Weights both ends Requires expertise and can run into user bias Adjacency / Decaying Weights the latest Less specific in how values are assigned Latency Weights for recency Time may not be a factor based on business Algorithmic Statistics eliminate bias No control over assignment of values
  80. 80. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Reporting Flexibility 80
  81. 81. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 81
  82. 82. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Going Beyond Attribution with Adobe Analytics Attribution Rules, Fractional, Marginal, Algorithmic Anomalies Detection & Contribution Correlations Causes & Statistics Clustering Sequential Segments & Propensity Scoring Allocation Budget, Time, Focus MaturityLevel
  83. 83. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Prioritize perspectives Double-check Deltas Expand beyond budgeting Attribution
  84. 84. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Key Takeaways People Trade easy for important Keep learning to become a hybrid Process Drag & drop workspaces Pivot advertising by analytics Tech Machines essential for AI audits Humans essential for exploration
  85. 85. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  86. 86. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.  4 minutes  Winner: $1000  3 Runners Up: $100  Passing Grade gets a Adobe Summit Programmatic Quiz #AdobeAdGenius Test your knowledge here
  87. 87. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Q&A 87 Dan Cardamone dancard@cdw.com Chris Haleua chaleua@adobe.com
  88. 88. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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