andrea ramponi, rvp for dach, ee and turkey data (r)evolution – 17 th june 2015 integrated search...
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Andrea Ramponi, RVP for DACH, EE and Turkey
Data (r)evolution – 17th June 2015
Integrated Search and Social Advertising
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Today Data is Flying in Every Direction
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SHORT COMMERCIAL BRAKE
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Marin At A Glance: 2014
Leading Ad Cloud enabling audiences across search, display and social
Note: Annualized spend as of December 31, 2014, based on last month of the year. Gross profit margin is Non-GAAP
$7.2 BillionAd Spend Managed,10% of Total Spend on Google
Worldwide66% US vs 34% Int’lRevenue Split
#1 Ad Cloud Global leader in search, only independent vendor to combine search, display and social through synchronous audiences
36% of Fortune 100 use Marin
13 Offices
9 countries
500+ Employees400 Americas100 EMEA 60 APAC
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Global Support from a Network of Local Experts
13 Offices in 9 countries
6 Languages: English, German, French, Japanese,Portuguese, Chinese
24 / 7follow-the-sun support in each major region
500+ Employees:400 Americas100 EMEA 60 APAC
Dedicated Customer Success with relevant hands-on digital advertising expertise
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Blue-Chip Advertisers and Top Digital Agencies
% Revenue
Retail 24%
Travel / Entertainment 17%
Technology 13%
Finance 12%
B2B 9%
Education 5%
Other 20%
Diversified Advertiser Base Top Digital Agencies
Note: Represents current customers in 2014; Other includes: Automotive 7%, Healthcare 5%, Gov’t / Non-Profit 3%, Industrial / Manufacturing 3%, Real Estate 2%
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Intent Signal Capture
Cross-Channel Audience Activation
Cross-Device Targeting & Tracking
Consolidated Performance Metrics
Efficient Day-in-the-Life Workflow
Full Transparency & Control
Open Stack Technology
Unique Capabilities of the Marin Audience Marketing Suite
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END OF THE COMMERCIAL BRAKE
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Search and Social Have Become Go-To Marketing Channels
Rapid and Continuous Growth
Sources: RBC Capital Markets and Advertising Age, “Facebook, Inc.” September 12, 2013, and http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/and http://news.magnaglobal.com/ipgmediabrands/press-releases/magna-global-advertising-forecast-2014-ipg-mediabrands.htm ,
Consumer Usage is Omnipresent
Marketers Are Embracing
50% of Total Media Budgets
50% of Marketers Will Increase
5.7 Billion Google Searches / Day
1.35 Billion Monthly Facebook Users
Google / Facebook = #1 / #2 for ROI
75% See as Critical for Cross-Channel
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Managing Search?Managing Social?Managing Both?
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Social is more likely to assist sales made in other channels For every Social click resulting in a purchase, there are two clicks
assisting another converting channel
Social Impact on Purchase Cycle
Source: Google http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
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Social Advertising Drives Better Search Performance
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Customers Who Touch Both Channels Are More Valuable
Search Touches + Social Touches = Better Performance
• 2X higher conversion rate, 2X higher revenue / click than Search only• 4.5X higher conversion rate, 4X higher revenue / click than Social only
Focus on Acquiring Customers Across Channels
Google / Bing Click+ Facebook Click
Facebook Click Only
Google /BingClick Only
3.56% CR$3.16 RPC
1.88% CR$1.56 RPC
.76% CR$.77 RPCSource: Marin Software’s Combining the Power of Search and Social for Exponential ROI report
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Tips for gaining search & social leverage
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Quick Tips for Integrating Search and Social Strategies
Capitalize on all available intent signals
Target high-value audience segments
Activate the audience not the channel
Personalize the offer at scale
Optimize both within & across channels IntegratedOptimization
Strategy
Joint Marketing Objective: 200% ROI
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Capitalize on Available Intent Signals
Search
Behavior
Partner
Audience
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Capitalize on Available Intent Signals
Va
lue
Intent
High Value Product View
Cart Abandon
Category page visit
Home page visit
Low value product view
Branded Search
Generic Search
Big ticket product search
Small ticket product search
Competitor Search
Promo/ Value searches
Social Page Likes
High-value lookalikes
Social Ad ClicksSocial Page Shares
3rd party In-Market Data
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Capitalize on Available Intent Signals
Va
lue
Intent
High Value Product View
Cart Abandon
Category page visit
Home page visit
Low value product view
Branded Search
Generic Search
Big ticket product search
Small ticket product search
Competitor Search
Promo/ Value searches
Social Page Likes
High-value lookalikes
Social Ad ClicksSocial Page Shares
3rd party In-Market Data
Higher Value & Intent
Medium Value & Intent
Lower Value & Intent
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Target High-Value Audience Segments
Characteristic Data
Behavioral Data
Intent Data
Inputs Value Intent Index
Automated Segmentation
Segment Reporting
50% ROI
20% ROI
80% ROI
40% ROI
300% ROI
High Intent, High Value
Lower IntentHigh Value
New customers,Lower Intent
New customers, Stronger Intent
Returning customers,Higher Intent
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Focus on the Customer, not the Channel
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Activate the Audience not the Channel
DATA SOURCES PLATFORMS
Google Gemini Bing Yahoo! JapanBaidu Yandex
DoubleClickPubMaticRubiconOpen XBrightroll
Yahoo AXMicrosoft AXAppNexusMoPubNexage
FacebookLinkedInTwitter
Create & Convert Your Most Valuable Audience Segments across Channels
Search
Display
Social
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Optimise Search and Social Bids Based on Lifetime Value
Use Click-Weighted Attribution to Assign LTV Assisting Clicks
Forecast Budget and Profit at Different ROI Targets
Create Look-Alike Audiences Based on LTV of Converting Audiences
Integrate Search and Social
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Cross Channel Audience
Maximize ROI and reach with Facebook Lookalike expansion based on high value cross-channel audience segments
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Optimise Both - Within and Across Channel
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Key to accurate and meaningful Social insights in a cross-channel world:
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De-DuplicatedConversions
Cross-ChannelAnalytics
Audience Reporting
1 2 3
Make Better Social Advertising Decisions, Faster With Cross-Channel Reporting
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Search Revenue per Click is Higher When Managed with Social + 36% higher than Search campaigns managed independently
Search Revenue per Conversion is Higher When Managed with Social + 68% higher than Search campaigns managed independently
Search and Social Campaign Integration
Source: Marin Software’s Combining the Power of Search and Social for Exponential ROI report
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Customers are using Search and Social together – so should you!
Integrate and align your advertising programs around the customer, not the channel
Target, report and optimise your Search and Social programs together, not separately
Summary: Putting it All Together
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Turning Complexity into Opportunity
Across Channels
Across Partners
Across Devices
Up and Down the Funnel
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Thank You.