Presentation by Peter Podolinsky from ROI Hunter, E.commerce EXPO Berlin 2017

1. What’s the Future of
Marketing on
Facebook?
Peter Podolinsky

2. Peter Podolinsky
ROI HUNTER
Twitter @PeterPod
Stand E10

3. TODAY’S MARKETERS
SUFFER FROM OVERLOAD

4. Technical knowledge
Skills
Experience

5. 1 2 3 4
Data Technologies
Attribution
models
Measurement

6. Data all over the place
CRM
FEED

7. Too many tools & technologies to master

8. Attribution models don’t match
• Based on Facebook Pixel
• Each clicked or viewed ad
• 1/28 day attribution window
• Ability to track cross device (FB ID)
• Based on Google Cookie
• Last clicked only
• 6 months attribution window
• Not able to track cross device

9. Cross channel measurement complicated

10. CUSTOMIZATION TAKES
PLACE TO ACCOMMODATE
GROWING NEEDS

11. Increased demand for 3rd party apps
0
20
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2017-01
Google Trends Interest Coefficient for ”Facebook Ads Trends”
7 per. Mov. Avg. (Interest coeficient)

12. DATA INTEGRATED INTO
ONE PLATFORM GIVE
BETTER INSIGHTS FASTER

13. Data integrations with other systems
CRM ERP BI TOOLS

14. AUTOMATION SPEEDS UP
WORK AND IS LESS
RESOURCE HEAVY

15. Automated ad management
Audiences Templates Rules Optimization

16. SO INSTEAD OF FOCUSING ON
MANAGEMENT OF CAMPAIGNS,
MARKETERS CAN FOCUS ON RESULTS

17. Optimization to what’s important
Conversions Engagement Reach Recall Metrics
from other
data sources

18. Personalized marketing at scale
website visitors get frustrated with websites when content,
offers, ads, promotions, etc. appear that have nothing to do with their interests
(Source: Janrain, )74%

19. Value of simplicity increases

20. FUTURE OF PERFORMANCE
MARKETING ON FACEBOOK

21. Will performance marketers be
replaced by algorithms?
• Embrace new technologies
• Hedge your bets
• Don’t get too far ahead of
yourself
• Build peripheral skillsets
How Marketers Can Prepare

22. Ecosystem of specialist partners help marketers
from going mad

23. Good ads go to heaven …
… bad ads never show!

24. Peter Podolinsky
ROI HUNTER
Twitter @PeterPod
Stand E10