cross-device tracking eyefortravel social/mobile · targeting display ads based on google search...

Cross-Device Tracking

EyeForTravel Social/Mobile

San Francisco, CA March 24, 2015

2014 Budget Review

Wyndham divisions and family of brands

[email protected] @jon_isernhagen

World’s largest hotel company, based on

number of hotels

World’s largest lodging loyalty program,

based on participating hotels

Approximately 7,500 hotels and 646,900

rooms

More than 121 million room-nights sold in

2013

More than 9% of U.S. hotel room supply

World’s largest vacation ownership developer

and marketer

Approximately 185 vacation ownership

resorts with approx. 23,000 units throughout

North America, the Caribbean and South

Pacific

More than 900,000 owners of vacation

ownership interests

World’s largest vacation exchange network

World’s largest professionally managed

vacation rentals business

Approximately 107,000 properties in nearly

100 countries

More than 3.7 million exchange members

Send approximately 4 million consumers on

vacation through vacation rentals

2014 Budget Review

Session agenda

1) Effective Mobile Analytics – Learn from those who’ve got to grips with tracking the customer cross device

2) How to track your customers as they flit from device to device is the golden question right now. So who’s got it sussed?

3) Learn how to piece together cross device interactions to ensure you follow up with the customer in real time via (mobile friendly) email to boost conversions


2014 Budget Review

Presentation agenda

1) Why is this important?

a) Consumer browsing/shopping behavior

b) Retargeting: what and how

2) Execution

a) Setting up a retargeting operation

b) Deduplicating devices

3) Impact measurement

a) Channel ROI

b) Algorithmic attribution vendors

4) Take-aways


2014 Budget Review

Device ubiquity

>60% of US adults use 2 devices/day

>20% use 3 devices

>40% jump devices during one activity.


https://www.facebook.com/business/news/Finding-simplicity-in-a-multi-device-world

>53% of those with 2 devices jump between them

>77% of those with 3 devices jump among them

22% land on a tablet, 58% land on a laptop

2014 Budget Review

Device jumping location and reasons

Locations: at work, in cafes and everywhere in between, most often at home in front of the TV


https://www.facebook.com/business/news/Finding-simplicity-in-a-multi-device-world

Reasons: Comfort, convenience, task urgency, length of time involved, security, privacy, and level of detail required

2014 Budget Review

Cross-device tracking (the importance of)

Definition:

“…the myriad ways platforms, publishers and ad tech companies try to identify Internet users across smartphones, tablets and desktop computers.”

Important because:

1) Gives visibility to devices’ roles in purchase path

2) “retargeting on mobile is impossible without it.”


John McDermott, http://digiday.com/platforms/wtf-cross-device-tracking/

2014 Budget Review

Intent: why retargeting is successful

1) Search engines capture intent to purchase

2) Site behaviors also signal intent, but:

a) Shoppers are more connected/distracted

b) 71% of the 97% break off before purchasing because:

44%: shipping and handling were too expensive

41%: wasn’t ready to purchase

27%: wanted to compare prices on other sites

25%: product price was higher than I was willing to pay

24%: just wanted to save product in cart for later consideration

“The Retargeting Playbook,” Berke


2014 Budget Review

Resources: The Retargeting Playbook

Articulates complete retargeting strategy and set of tactics:

• Setting up your campaign

• Segmenting your customers

• Optimizing your ads

• Meeting specific objectives

• Optimizing for Social and Mobile

• Adhering to privacy laws


2014 Budget Review

The “re-” is important, or else it’s just “targeting”

“It was already blue before.”


2014 Budget Review

Definitions: various “Retargetings”

Term Actually describes

Search retargeting

Targeting display ads based on Google search terms

Email retargeting

Sending e-mail to people who visit your site, or

Using in-message retargeting pixel to dynamically adjust e-mail

Social retargeting

Targeting a consumer based on Facebook “like,” or

Targeting site visitors on Facebook Exchange.



2014 Budget Review

Definitions: Site Retargeting is…

Someone arrives at your site (often from search)…

…then leaves without buying (or buying enough).



2014 Budget Review

Presentation agenda




2) Execution




a) Channel ROI


4) Take-aways


2014 Budget Review

Campaign Setup

1) Post your privacy policy on all data-collection pages.

2) Tag your website to start building lists a) Each ad marketplace has a JavaScript tag for each page header

b) Verify that the tags are working

c) Accumulate at least 500 visitors before impressions start serving.

3) Create and upload ads

a) There are ten total ad types used in retargeting

b) Five major types (300x250, 160x600, 728x90, 100x72, 200x200)

4) Launch your campaign

5) Segment



2014 Budget Review

Segmentation: Basic


Basic retargeting segmentation is driven by intent signals.

1) Funnel-based segmentation

a) Number of visits to the site

b) Time on site

c) # of pages viewed (and funnel depth)

d) Items added to cart

2) Possible segmentation scheme

a) All site visitors

b) Viewers of at least one product page

c) Shopping cart users

d) Purchasers


2014 Budget Review

Throttling

1) Use Conversion charts to determine:

a) Frequency cap: max impressions a user can see/day

b) Audience duration: how long to keep targeting? (30 days?)

2) Cadence modification: bidding less on successive impressions

3) Segment prioritization: e.g. exclude purchasers

4) Inventory management: drop out of non-performing spaces



2014 Budget Review

Facebook targeting parameters

1) Location (Country, State, City, Zip)

2) Age (13-65 or 65+)

3) Gender and relationship status

4) Precise interests (liked “The Biggest Loser”)

5) Broad categories (e.g. small biz owners, Hispanics)

6) Connections (target/exclude fans)

7) Friends of connections

8) Education level

9) Likes and Shares

http://socialfresh.com/facebook-ad-options/


2014 Budget Review

Retargeting on Facebook using your CRM data

1) Save your targetable consumers into a file

2) In Ads Manager: input your targeted Custom Audience:

a) Acceptable key fields: email address, phone numbers, Facebook user IDs or mobile advertiser IDs.

b) Minimum recommended size: 1K targeted customers

c) Format: .csv, single column, no heading

3) Specify Facebook ad targeting criteria

4) Observe performance and continually refine

https://www.facebook.com/help/459892990722543/?ref=fbbusiness


2014 Budget Review

Cross-device tracking: four methods

• Deterministic (e.g. Facebook, Twitter): publishers and platforms ask their users to sign in to their websites and apps on every device they use

• Probabilistic (Drawbridge, Tapad): ad tech companies…aggregate information about ads served on smartphones, tablets and desktops, and then use statistical models to infer who is using which device….with 60-90% accuracy.


John McDermott, http://digiday.com/platforms/wtf-cross-device-tracking/

2014 Budget Review

Cross-device tracking: four methods (cont’d)

• Householding: Where different devices can be seen on one IP range and are combined with home data, behavior and more, they can be inferred as the same user.

• Data links: Apps that can hear TV sounds, QR codes, NFC and more data links can join up devices to TV, print and outdoor for a cross-channel approach (more than cross-device).


Robert Webster, http://crimtan.com/cross-device-tracking-dont-believe-the-hype/

2014 Budget Review

How you can take advantage

• Using a data management platform (DMP) like Adobe’s Audience Manager performs profile deduplication to assemble target lists on a user level.

• Using an ad exchange like FBX or Google’s AdX enables them to extend your targeting request to all the devices they’re aware of.


2014 Budget Review

Presentation agenda




2) Execution




a) Channel ROI


4) Take-aways


2014 Budget Review

CEO’s/our duty to the (publicly-traded) company

• Brand awareness / sentiment?

• Client loyalty?

• Employee satisfaction?

• Traffic to the site?

• Shopper movement down the funnel?

• Transaction volumes?

• Shareholder value?

• Customer focus / personalization?

• Community involvement through charitable actions?


Maximize which one of the following metrics….

2014 Budget Review

Increase spending until $1 out brings $1 back…

….spend-spend-spend-spend-spend-stop


2014 Budget Review

…which is the point at which incremental ROI = 0%

- 25 -

ROI = (VCM – Spend) Spend

Abbreviation Term Definition

ROI Return on Investment Indicator of investment profitability. Positive = good.

VCM Variable Contribution Margin The amount of profit driven by a given transaction.

Spend Channel Spend The amount spent driving traffic to the site during the period in question

Calculated over a specified time period of investment and return.


2014 Budget Review

How badly do you want to know?

Raylan: You'll pay to find that out. Boyd: What are you packing?


2014 Budget Review

Choosing your attribution strategy

Do you want/need true attribution*?

Do you have data guys?

Do they have bandwidth for this?

Yes

No

No

Use your site metric solution’s

attribution

Yes

Yes Hire a vendor

Can you access your data?

Yes

No

*Do you have: 1) Large enough budget? 2) Multiple channels? 3) Belief in ROI “knowability?”

DIY

No


2014 Budget Review

Forrester surveys of algorithmic attribution vendors


2012 2014

2014 Budget Review

Criteria for attribution vendor evaluation

1) Independence / media neutrality

2) Independent data collection

3) Cross-device natively

4) Brand search & affiliate conversion controls

5) Programmatic capability

6) Ad viewability

7) Time to onboard

8) Cost


2014 Budget Review

Independence – Media agnostic

Vendor Independent Score

Abakus Yes 1

AOL/Convertro No 0

C3 Metrics Yes 1

eBay/Clearsaleing No 0

Adometry/Google No 0

Marketing Evolution Yes 1

Marketshare Yes 1

Rakuten DC Storm No 0

Visual IQ Yes 1

- 30 - [email protected] @jon_isernhagen

Vendors owned by Media companies are not considered neutral and scored with a value of 0. Independent vendors are scored with the value of 1.

2014 Budget Review

Independent data collection

Vendor Collect own data Score

Abakus No 0

AOL/Convertro Yes 1

C3 Metrics Yes 1

eBay/Clearsaleing Yes 1

Adometry/Google Yes 1

Marketing Evolution No 0

Marketshare No 0

Rakuten DC Storm Yes 1

Visual IQ No 0


Vendors which collect their own data via tags are scored with the value of 1. Vendors which do not collect data are scored with a 0.

2014 Budget Review

Cross-device visibility native to the platform

Vendor Cross-device visibility Score

Abakus No 0

AOL/Convertro Yes 1

C3 Metrics Yes 1


Adometry/Google No 1*


Marketshare No 0


Visual IQ No 0


Vendors which provide cross-device native to the platform for no additional fee are scored with a value of 1, other vendors who either do not provide the service or who require an additional vendor are scored with a value of 0. (*coming in mid-2015)

2014 Budget Review

Brand search & affiliate conversion controls

Vendor Conversion controls Score

Abakus No 0

AOL/Convertro Yes 1

C3 Metrics Yes 1




Marketshare No 0


Visual IQ No 0


Brand search, Affiliates and other vendors dominate activity at the bottom of the funnel. Vendors which are able to control for this activity within the model are scored with a value of 1, vendors which have not addressed this issue are scored with a value of 0.

2014 Budget Review

Programmatic capability

Vendor Programmatic Score

Abakus No 0

AOL/Convertro Yes 1

C3 Metrics Yes 1




Marketshare No 0


Visual IQ No 0


Programmatic capability requires independent view tags and integration with trading desks and Ad Networks. Vendors which have this capability are scored with the value of 1, vendors which do not are scored with a value of 0.

2014 Budget Review

Display ad viewability audit

Vendor Display audit Score

Abakus No 0

AOL/Convertro No 0

C3 Metrics Yes 1


Adometry/Google Yes 1*


Marketshare No 0


Visual IQ No 0


Greater than 50% of all display ads are never seen. Vendors which have integrated viewability which accounts for cross-domain iframe ads are scored with a value of 1, other vendors which cannot determine viewability are scored with a value of 0. (*4Q15)

2014 Budget Review

Time to onboard

Vendor Time to onboard Score

Abakus 1 month 1

AOL/Convertro 2 months 0

C3 Metrics 7 days 1

eBay/Clearsaleing 1.5 months 1

Adometry/Google 3 months 0

Marketing Evolution 1.5 months 1

Marketshare 1 month 1

Rakuten DC Storm 3 months 0

Visual IQ 3 months 0


Time to onboard is crucial as recommendations from any platform cannot be considered until the platform is fully live. Vendors which are able to onboard in less than 2 months are scored with a value 1. Vendors requiring 2 months or more are scored with a value of 0.

2014 Budget Review

Cost

Vendor Cost/year Contract period Score

Abakus $50K - $150K Yearly 1

AOL/Convertro $60K - $1M Yearly 0

C3 Metrics $60K - $150K Monthly 1

eBay/Clearsaleing $60K - $850K Yearly 1

Adometry/Google $275K - $300K Yearly 0

Marketing Evolution $150K - $1M Yearly 1

Marketshare $200K - $1M Three-yearly 1

Rakuten DC Storm $170K Yearly 0

Visual IQ $325K - $1M Yearly 0


Vendors with a minimum yearly fee of less than $100,000 are scored with a value of 1. Vendors with minimum yearly fees exceeding $100,000 are scored with a value of 0.

2014 Budget Review

Final scores

Vendor Score

Abakus 3

AOL/Convertro 5

C3 Metrics 8

eBay/Clearsaleing 3

Adometry/Google 5

Marketing Evolution 2

Marketshare 2

Rakuten DC Storm 1

Visual IQ 2


2014 Budget Review

ROI Dashboard

Channel* Desktop Tablet Mobile

Brand 20%

Brand SEM 62% 51% 38%

Display -5% -12% -7%

Display - Retargeting 26% 25% 29%

Email 250%

Meta search 18% 22% 10%

Non-brand SEM -30% -18% -40%

SEO 500% 520% 390%

Social media -5% -15% 15%

- 39 -

*of impression/click, not necessarily of consumer conversion


2014 Budget Review

Presentation agenda




2) Execution




a) Channel ROI


4) Take-aways


2014 Budget Review

Take-aways

1) Cross-device shopping is here to stay (until/unless phablet experience massively improves).

2) Retargeting has great potential to be ROI-positive.

a) Easy to get started

b) Big benefits to increased effort/sophistication

3) ROI is the one true KPI

a) Algorithmic attribution is the only way to calculate it

b) “ “ is becoming more affordable


2014 Budget Review

2014 Budget Review

Appendix/Overflow

- 43 -

2014 Budget Review

Demand-side platforms: definition

A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface. Real-time bidding for displaying online ads takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences. Much like Paid Search, using DSPs allows users to optimize based on set Key Performance Indicators such as effective Cost per Click (eCPC), and effective Cost per Action (eCPA)


2014 Budget Review

Demand-side platforms: examples

1) Adlearn Open Platform (AOP)

2) Adobe Media Optimizer (formerly Efficient Frontier)

3) AppNexus

4) DoubleClick Bid Manager (DBM) (originally Invite Media Bid Manager)

5) MediaMath

6) Rocketfuel

7) RUN

8) The Trade Desk

9) Turn


2014 Budget Review

Data management platforms: definition

In simple terms, a data management platform is a data warehouse. It’s a piece of software that sucks up, sorts and houses information, and spits it out in a way that’s useful for marketers, publishers and other businesses.

or marketers, they’re most often used to manage cookie IDs and to generate audience segments, which are subsequently used to target specific users with online ads. With the rise of ad tech, advertisers now buy media across a huge range of different sites and through various middlemen, including DSPs, ad networks and exchanges. DMPs can help tie all that activity and resulting campaign and audience data together in one, centralized location and use it to help optimize future media buys and ad creative. It’s all about better understanding customer information.


2014 Budget Review

Data management platforms: definition

• Adobe

• Krux

• Lotame

• Aggregate Knowledge

• BlueKai

• CoreAudience

• Knotice

• nPario and

• X+1.

Some of those providers also offer DSP technology.


2014 Budget Review

Retargeting vendor considerations

• Reputation: ethical and successful

• Reach: participates on all major exchanges

• Technology: owns and operates its own

• Flexibility: insertion-order-based and no contracts/minimums

• Transparency: discloses campaign performance

• Service: responsiveness

• Pricing: dynamic CPMs


2014 Budget Review

Sample Privacy Policy

“As you browse *company site+, advertising cookies will be placed on your computer so that we can understand what you are interested in. Our display advertising partner, AdRoll, then enables us to present you with retargeting advertising on other sites based on your previous interaction with [company site]. The techniques our partners employ do not collect personal information such as your name, e-mail address, postal address or telephone number. You can visit www.networkadvertising.org/choices/ to opt out of AdRoll and their partners’ targeted advertising.”


http://www.networkadvertising.org/choices/

2014 Budget Review

Ad exchanges

1) Google’s AdX

2) Yahoo!

3) Appnexus

4) AOL

5) FBX (news feed and right-hand side)


2014 Budget Review

Running the process

1) For each site visitor a) Assemble visit history

b) Create variables to represent:

i. Channel impressions

ii. Channel clicks

iii.Past purchases

2) Regress or use machine learning algorithm a) Ascertain which channel touches predict booking

b) Give VCM credit to causal channels

3) Calculate ROI a) Use each channel’s VCM and spend

b) Where ROI is positive, spend up

c) Where ROI is negative, cut spend or change tactics


2014 Budget Review

Our goal: an ROI Dashboard

Channel* Desktop Tablet Mobile

Brand 20%

Brand SEM 62% 51% 38%

Display -5% -12% -7%

Display - Retargeting 26% 25% 29%

Email 250%

Meta search 18% 22% 10%

Non-brand SEM -30% -18% -40%

SEO 500% 520% 390%

Social media -5% -15% 15%

- 52 -

*of impression/click, not necessarily of consumer conversion


2014 Budget Review


Spend

- 53 -

Which spend do you include?


2014 Budget Review

Marketing ≈ Farming

1) Seed = impressions

2) Transactions = fruit

- 54 -

…but

marketers plant

& harvest constantly.


2014 Budget Review

spend spend spend spend

How changes in spend can mess up ROI

- 55 -

$

time

profit

impact impact

spend

impact

Jan Feb Mar


2014 Budget Review

Variable Contribution Margin (“VCM”)

- 56 -


1) What is the profit from each transaction?

2) Which channels deserve part/all of the

credit for driving each transaction?


2014 Budget Review

VCM: the profit on each transaction

= Transaction revenue - variable non-marketing expenses:

• Revenue: – Supplier Commissions;

– GDS incentives;

– Overrides (lumpy: average/booking must be assumed)

– Media (not transaction-driven, but has to be modeled in somewhere)

– Attached bookings / Lifetime value: try to gauge value without double-counting

• Expenses: – Website hosting/capacity costs

– Data processing expenses

– Other expenses which vary by transaction or site activity volume


2014 Budget Review

Which treatment(s) triggered the purchase?

"Half the money I spend on advertising is wasted;

the trouble is, I don't know which half.“

-John Wanamaker Father of Modern Advertising


2014 Budget Review

• Sends • Opens

Collecting the necessary data

Analysis space

• Clicks • Visitors

• Transactions • VCM • Media impressions

Site metrics tool

Back office system

• Channel-specific phone #s

Email service provider

Call Center IVR

• Impressions • Clicks • Spend

Display ad server

e.g. SAS, Revolution Analytics, SPSS, Teradata Warehouse Miner

SEM bid management tool


• GRPs • Spend

Television plan


Meta search feeds

Spend

Manual spend entry table


2014 Budget Review

Connecting the necessary data

Transactions Profiles Customers

Sessions

∞ 1 ∞ 1 Clicks:Transactions Clicks ∞ 1 1 ∞

∞ 1 ∞ 1

Calls

Sends

Opens ∞ 1

∞ 1

Email

IVR

GRPs

TV plan

Impressions

Ad server

Impressions

∞ 1

∞ 1

∞ 1

Back office Site monitoring tool CRM system

1 ∞


cross-device tracking eyefortravel social/mobile · targeting display ads based on google search...

Documents