attribution playbook webinar 4

© 2014 Adometry, Inc. All rights reserved. 1

Webinar #4Driving Results: Stories from the Front LinesTuesday, February 25, 2014

@caseycarey


Casey CareyChief Marketing Officer

A Bit About Casey


First a Word from Our Sponsor

•What we do…We power more intelligent marketing

•How we do it…By providing advanced marketing attribution and optimization solutions

•Our customers…For 75+ brands and their agency partners primarily in the auto, telecom, technology, travel & leisure, FSI, and retail verticals


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• One of a kind event for CMOs, marketing leaders, heads of marketing analytics, and agency execs

• Details, agenda, and registration at www.xcmo.com

• Early, Early Bird $500 off ends Feb 28thTina Moffett, Forrester

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today’s

AGENDA

Series Recap

Insights and Optimization Examples

Big Box Retailer Case Study

Q&ARESULTS


Attribution 2014 Webinar Series

DIRECTION RESULTS

TRUST

ACTION

CLARITY


A Comprehensive Marketing Attribution Solution

Paid Media• Display• Social Ads• Video• In App Ads• Search• Retargeting• CSEs• Affiliates• Email• SMS• Direct Mail• Catalog• Inserts

Owned Media• Referrals• Organic Search• Direct Nav• Organic Social• Content

Transaction & Sales Channels• Websites• Call-Center• Kiosk• Brick-n-Mortar

Audience andCRM Data

DEVICES

• KPIs• Conversions• Channels/Sub-Channels• Sources

• Campaigns• Placements keyword, etc.• Creative, content, format• Segments


Webinar 1 – Setting the Direction for Your Attribution Initiative

•Clearly define your objectives and scope

•Assess each pillar of the model• What is your aspired level?

• What are the barriers to achieving it?

• What road map makes sense to establish upfront wins?

•Create your business case for the investment• What improvements are likely?

• What is the cost (internal & external)?

DIRECTION


Webinar 2 – Creating a Data Foundation You Can Trust

•Begin with the end in mind• Balance goals, data, and complexity

• Have a vision for how you will use the insights to drive different activities

•Work your way up the tree• Low-hanging fruit first – easy to collect, easy to

compile sources, drives most business value

• Add more over time as appropriate

•Strategically move from activity to value based measurement

TRUST


CLARITY

Webinar 3 – Creating Clarity and Actions that Drive Results

•Select an Attribution Approach Based on Your Business Needs• Balance model with goals, data, and complexity

• More accurate (data-driven) is better

•Leverage the Insights to Drive Improved Performance• Across channels

• Within channels

•Strategically move to leverage predictive optimization and operationalizing results ACTION


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Wide Spectrum Of Actionability from Attribution Results

Tactical Strategic

Sh

ort

Ter

m

Lo

ng

Ter

m

Eliminate Bottom Performers

Frequency Capping

Eliminate Wasted Impressions

Segment Customers

Improved Targeting

Monitor Data Quality

De-silo Data

Customize Messaging

Optimal Media Plans

Creative Sequencing

Maximize Exclusivity And Positive Overlap

Minimize Time To Conversion

Overall Budget Change Action Plan Budget Reallocation Across Channels

Geographic Targeting

Budget Reallocation Within Channels

Identify Top Performers

Identify Overlap/Waste

Measure Cross-channel Journey


Cross-Channel InsightsChannel Optimizations


Optimal Allocation of Budget Within a Channel

RECOMMENDATIONUse Optimization to

reallocate current budget across tactics

ESTIMATED IMPACT

+16%increase in conversions at a

14% lower eCPA


Display Channel – Viewability

RECOMMENDATIONRefinery29 has high volume combined with low visibility

– shift spend to higher quality placements.

RESULTS

14%decrease in overall display

eCPA by improving viewability of placements


Display Channel – Frequency Capping

RECOMMENDATIONFrequency cap on high CPO placements. Set to 13/day

for TURN RON and retargeting

RESULTS

$602,528annual savings and 38% lower eCPA by removing

non-performing impressions


Display Channel – Minimizing Reach Overlap

RECOMMENDATIONInstitute cookie blocking so

Chango will not show up after a Solve impression

RESULTS

$105,600savings annually and lower CPO by 31% by removing

non-performing impressions


Display Channel – Reallocating Budget to Better Performing Tactics

RECOMMENDATIONShift lower-performing Turn RON placements to Turn

Retargeting

RESULTS

42%lift in average orders/day for

Turn placements


Video Channel – Understanding Format Performance and Role in Funnel

RECOMMENDATIONVideo under-credited by 10-20%; Acts as introducer in

56% of conversions; Expand budget and focus on reach

to fill funnel

RESULTS

98%increase in reach with 65%

increase in budget


Audience Insights – Opportunities to Optimize Targeting

RECOMMENDATIONReduce Age 51-55

impressions by 50%; increase Gourmet Cuisine

impressions by 35%

RESULTS

14%improvement in eCPA

21-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61-65 66-70 71-750.00%2.00%4.00%6.00%8.00%

10.00%12.00%14.00%16.00%18.00%

Age

% of Total Impressions % of Total Attributed Conversions

Cat P

rodu

cts

Childr

en's

Produ

cts

Dog P

rodu

cts

Health

& W

ellne

ss

Small

& H

ome

Office

Pro

...

Autom

otive

Pro

duct

s

Outdo

or S

ports

0%

5%

10%

15%Frequent Buyers

% of Impressions % of Attributed Conversions

Gourm

et C

uisine


Paid Search Channel – Reallocating Budget Between Providers

Keyword Group 2

Keyword Group 1 RECOMMENDATIONOn a fully attributed basis,

opportunity to increase MSN spend on primary KWs

ESTIMATED IMPACT

7%increase in conversions while maintaining target

ROAS


Paid Search Channel – Programmatic Bidding Integration

Transaction and Revenue

Feeds

Attribution Processing

Attributed KW Performance

Feed

RECOMMENDATIONIntegrate attributed keyword

performance into programmatic bidding

platform.

ESTIMATED IMPACT

3%-5%Improvement in efficiency as

measured by ROAS


Affiliate – Reallocating Budget to Better Performing Publishers

RECOMMENDATIONFully attributed Affiliate CPA

is $6.72 higher than last-click. Leverage Top-

performers report to re-allocate spend.

RESULTS

$656,937savings in reducing non-

performing publishers


All Channels – Evaluate Efficacy of Role in Conversion Path

By Tactic

By Site/Provider/Publisher

By Creative

RECOMMENDATIONInform strategic planning by utilizing the strengths/roles

correctly depending on campaign goals.

ESTIMATED IMPACT

???understand which tactics

offer opportunities to maximize to conversion

across the funnel


Cross-Channel Optimizations


Optimal Allocation of Budget Across Channels

RECOMMENDATIONUsed Optimization to

reallocate current budget across channels.

ESTIMATED IMPACT

+30%more conversions at a 23%

lower eCPA


Cross Channel – A Unified View of Performance

RECOMMENDATIONCreate a unified metric that

provides an apples-to-apples view of performance across

channels.

ESTIMATED IMPACT

???reduced cost in performance reporting and improved clarity

to inform decisions


Cross Channel – Understand the Interplay of Channels

RECOMMENDATIONLeverage lift reporting to

understand and exploit the interdependencies between

channels.

ESTIMATED IMPACT

21%improvement in ROAS by by

shifting display to search, coordinating sequencing and creative across the channels

including email


Brandon BetheaPresident

A Bit About Brandon


Problem: Retailer Needed In-Store Sales

Aging Customers.

Engage Core Customers

Attract New Customers

Costly Media.

Reduce FSI Media

Align Digital Efforts

Sales Insights.

Reduce Offers/Discounts

Online-to-Offline Sales

$ ?

How do I reach my customers, reduce media waste and prove the value of digital marketing efforts?


Solution: Integrated Digital Program

Activate AudiencesFor Accuracy.

Customer Onboarding

Lookalike Prospecting

Optimize MediaFor Efficiency.

Digital Channel Mix

Programmatic Display

Maximize InsightsFor Effectiveness.

Dynamic Offers

Store Sales Attribution

+38% HIGHER IN-STORE

CONVERSION RATE

Q3 over Q2

-35% LOWER IN-STORE

COST PER TRANSACTION

Q3 over Q2


RETURN ON AD SPEND

Q3 over Q2


Results: Audience Accuracy

Lookalike Prospecting.We leveraged on-boarded CRM records to build custom “lookalikes” for display media prospecting campaigns.

Lookalike Extension Models

Data Segmentation Profiles

Customer Onboarding.On-boarded CRM transactional data to extend the

CRM segmentation program to new digital channels.

Segmentation Personas

Transactional Records

Average CRM Segments

0.25%

0.39%

Average Lookalikes

0.25%

0.33%


CONVERSION RATE


CONVERSION RATE


Results: Media Efficiency

Programmatic Display.We set up deals with premium publishers to only buy

inventory when it matches our audiences and criteria.

Programmatic Premium Publishers

Brand Safe + Ad Viewability

-37% LOWER IN-STORE


Average Premiums

$2.71

$1.70

Digital Channel Mix.We analyzed the digital channel mix to determine the impact of each channel in the overall marketing mix.

Channel Lift

Funnel Stage


CONVERSION RATE

Search Search + Display

2.78%

3.63%


Results: Insight Effectiveness

?

Dynamic Offers.We activated dynamic creative to target messaging

and offers based on each customer/prospect profile.

Dynamic Creative Ads

Message Testing


RETURN ON AD SPEND

Static Flash Dynamic Ads

17

29

Store Sales Attribution.We analyzed sales performance by DMAs to determine which markets were the best fit for digital media ROI.

States & DMA Sales Data

FSI vs. Digital Test Markets


CONVERSION RATE

New York Austin

0.13%

0.34%

For illustration purposes only


Next Steps: Test, Learn & Optimize

Quarterly Performance.We optimized each audience, channel and creative

over the business quarter to have consistent lift.

+38% Conversion Rate

-35% CPA

+33% ROAS

Next Steps.We are now working with Adometry to expand our

attribution program with several new features.

Audience Data Reports

Budget Optimization Modeling

Validate Viewability Reporting

?


Webinar 4 – Realizing Results from Your Investment

•For most marketers, huge opportunity to improve display, video, and TOFU media• Viewability, frequency, reach, audiences

•For Search, Affiliate, Email, and other MOFU and BOFU media• Adjust based on new view of performance

• Identify and group performers by stage

• Integrate with programmatic platforms

•Across Channels• Optimize budget allocations

• Leverage campaign, creative, and sequencing

RESULTS


Casey [email protected]

@caseycarey

attribution playbook webinar 4

Technology

advanced marketing attribution

viewability of placements

turn ron placements

attribution approach

attribution initiative

accurate data

data foundation

lower ecpa