april 2014 koc conference istanbul slides from wolfhart fröhlich ceo intelliad

intelliAd Media GmbH Sendlinger Str. 7 80331 München · www.intelliad.de∙ ∙

Istanbul, 21 April 2014

Raw Data What Really Happens between View and Sale

KOÇ Digital Summit, Wolfgang Fröhlich, CEO intelliAd Media GmbH


Agenda

2

How to tackle the challenges with Multichannel Tracking1

Using your data: Attribution2

Optimising Marketing Campaigns with Bid Management3

Real Time Bidding: Improving performance4

Case Studies5

3 Optimising marketing campaigns with Bid Management


Agenda

3





Case Studies5

Optimising marketing campaigns with Bid Management3

4

Big Data Revolution

Gathering extensive dataInterpreting data

Key to success for companies and advertisers

Where to spend your marketing budget?

5


Example of a customer journey

6


Data gathered in the system

7

intelliAd Media GmbH Sendlinger Str. 7 80331 München · www.intelliad.de∙ ∙ 8

Isolated view on channels

Google organic(SEO)

Direct Traffic

News-letter

AffiliateMarketing

Price comparison

portal

Google AdWords

(SEA)

Facebook Ads

Display

Is it useful to analyse each channel isolated from each other?


Practice: Channels interfere with each other

Google organic

(SEO)

Direct Traffic

GoogleAdWords

(SEA)

Display

Focus on all participating channels and its performance analysis

Price comparison

portal

* intelliAd study in the tourism sector; based on analyses of customer data (more than 1 Mio. clicks)

7 %* of all conversions were initiated via SEA and ended via SEO

(5 % from SEO to SEA)

6 %* of all conversions were initiated via Facebook and

ended via SEO(2 % from SEO to Facebook)

AffiliateMarketing

Facebook Ads

Newsletter

Phone


A fully automated software helps you to manage all online and offline channels with ease

10

Save time and money

Google

organic (SEO)

Direct Traffic

Display

Price Comparison

Engine

AffiliateMarketing

Facebook Ads

News-letter

Phone

t 0

t 1

t n

GoogleAdWords

(SEA)


The loop of optimisation will help you

11

Bid Management

Analysis & StrategyCampaign Management

Multichannel Tracking


Agenda

12





Case Studies5



Attribution Models help you improve budget allocations

13

1Creating campaigns and advertising material.

4 … and distributingbudgets on advertisingmaterial anew with the helpof an Attribution Model.

2Capturing each user‘s touchpoint with the advertising material.

Scoring the influence of each advertising material on the buying decicision of the user…

AttributionModel

Budget allocation

Campaign Management

3

SEA

1 2 3 4

User analysis

42 34 1

20%

7%

33%

40%

43

21


Model 1: Last Click Wins

14

Tail Start

Tail End

Tail-Assists

Model: Last Click Wins


Model 2: First Click Wins

15

Tail Start

Tail End

Tail-Assists

Model: First Click Wins


Model 3: Bathtub

16

Tail Start

Tail End

Tail-Assists

Model: „Bathtub“


Further Attribution Models

» Distinguishing between clicks and views

» Cross-Channel: Involving Offline-Channels

» Attribution Model based on rules (e.g. ignoring brand channel)

17


Example: Last Click Wins & bathtub modell


Agenda

19


Using your data: attribution2



Case Studies5



Daily Routine of a PPC Account Manager

20

20%

20%

20%

10%

25%

5%

Finding keywords, creating adtexts

Competitors´ analysis

Campaign structure

Setting and changing bids

Reporting

Optimization


Data influencing Bid Management

21


PPC is important for winning new customers

14.03.2012

Quelle: intelliAd research / Period: Q2 2010 / Database: 300,000 conversions, intersectoral industry analysis, 30 day cookie lifetime

The position is a crucial factor for the customer journey analysis

» PPC is important for winning new customers» SEO & Direct Traffic for conversion

Start of the chain Center End of the chain


Active management and automatic regulation

23


Agenda

24





Case Studies5



Performance enhancement with RTB

Bulk Buying ImpressionsTargeting of large groups according to category.

High levels of wastage possible

Real Time Bidding (RTB)Payment made only for „ideal“ users

Display Advertising or traditional Remarketing

Data Driven Display Advertising

40 €

0,8€

0,6€

0,8 €

0,7€

1€

1,05€

0,6 €

1€0,9

€

0,5€

0,7€

1€0,8

€

1€

Then Now

Bulk Buying or traditional Remarketing List User-Centric-Adversting


Real Time Bidding processes

Data Cube

(DMP)

Multichannel Tracking

CRM

Data Warehouse

1st Party Data

Behavioural Data

Third Party Data

Sociodemographic Data 3rd Party Data

intelliAd DSP

SSP:adscale

double clickRubicon

AppnexusYieldlab

Ad Server

Publisher

Processes followed when a user enters a publisher‘s website


Specifying target groups

27


Gathering, interpreting and utilising data

DSPDMP Success


Agenda

29





Case Studies5



Case Study weg.de

» ROI +144% thanks to the use of Multichannel Tracking» Conversion rate boost of 28%» Saving costs and time with cross-channel reporting

30


Case Study Lodenfrey

» CPO reduced by 50% after having used Bid Management for only three weeks

» Conversion rate in Google Adwords increased by 17%» 86% rise in profits

31


Your intelliAd Partner in Turkey

Levent Karaç[email protected]

Metricsotuzdört Bilişim Hizmetleri ve Ticaret A.Ş.Maslak Mah. Akasya Sok. Mashattan B2/3234398 Şişli Istanbul

T +90 212 330 34 01F +90 212 330 34 03

32


Thank you very much for your attention

Wolfhart FröhlichManaging Director / CEO

intelliAd Media GmbHSendlinger Strasse 780331 Munich

T +49 (0) 89 / 15 90 490 - 20 E [email protected] www.intelliad.de

Questions & Answers

33

april 2014 koc conference istanbul slides from wolfhart fröhlich ceo intelliad

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