data-driven advertising: a single source of truth · 2020-06-07 · data-driven advertising: a...

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Data-Driven Advertising: A Single Source of TruthPhil Cowlishaw | Head of AdCloud ANZ


Today’s Agenda

Background: the ongoing promise of ad-tech & mar-tech convergence

The evolution of advertising technology

Where do ad-tech & mar-tech intersect? Advertising

Data

Creative


AdvertisingCross Channel Orchestration


ONE WAY TO CONNECT – DIRECT

AD NETWORKS

SUPPLY-SIDE PLATFORMS

OPEN AD MARKETPLACES, EXCHANGES

DEMAND-SIDE PLATFORMS

ADOBE EXPERIENCE CLOUD

Trusted and transparent data and content marketing stack

GOOGLE MARKETING SOLUTIONS

Search data marketing stack

FACEBOOK BUSINESS

Interest data marketing stack

AMAZON MARKETING SERVICES

Purchase data marketing stack

In the Beginning…The Ad Networks Join the Party…But Exchanges Steal the Spotlight…And Supply-Side Platforms Arrive for Publishers…While Demand-Side Platforms Align With AdvertisersMarketing Stacks are Taking Over the Conversation

ADVERTISERS CONSUMERS


Programmatic is not a channel(it is software)

6


What can you buy programmatically today

7

Video

TV

Social

Search

Display

Drive Actions & Conversions

Direct

Brand Lift, Transparency &

Favorability

Brand

Attract - Retain - Engage


DataAudiences, Measurement & Optimisation


The opportunity: further integration of advertising channels

9

CRMInvestment

MARKETINGInvestment

ADVERTISINGInvestment


Unified Tech Provides Single Foundation for Data Activation

10

AdvertisingInvestment

MarketingInvestment

CRMInvestment


Intersection of data

11

ADOBE ANALYTICS

Customer AnalyticsAttribution Modelling

Predictive Analysis

AUDIENCE MANAGER

Segmentation EngineData Marketplace (2nd / 3rd Party)

Cross-Device Intelligence


ANALYTICS AD CLOUD

AUDIENCE MANAGER


Native Audiences

13

Natively available Audiences

Retain business taxonomy

Data Governance


Ad Cloud vs. A Well Known “Island”

14

5–10%HIGHER MATCH RATES

Ad Suppression

~$430,000 Savings

~$96,000 upliftAcquisition ROI

~+$526,000 ROI

Based on $14 Acquisition campaign


ANALYTICS AD CLOUD

AUDIENCE MANAGER


Conversion MetricsSite Traffic Metrics

Campaign Classifications Engine Data

ANALYTICS AD CLOUD

AUDIENCE MANAGER


3%Average Conversion Rate

Sales Conversions

With limited performance data, how do you optimize?

SalesConversions & Revenue

S P A R S E C O N V E R S I O N D A T A


Report Data Flows

18

Ad Cloud Data in AnalyticsAnalytics Data in Ad Cloud

• Time spent• Page views• Bounces• Unique visits• Instances• + custom metrics

Available at the campaign, placement, and ad level:

• Clicks• Cost• Impressions

Adobe AnalyticsAdobe Advertising


De-Duped Advertising Data in Analytics, Seamlessly


Performance Lift Driven by Full-Funnel Optimization

20

IMPRESSIONS

CLICKS

BOUNCE RATE

RETURN VISITS

PAGE VIEWS

TIME SPENT

ENGAGEMENT

FINAL CONVERSIONS

Advertising Cloud

AnalyticsCloud

7-13% STAND ALONEROI LIFT

13-18% INTEGRATED ROI LIFT


$

Last Click

First Click Linear

ParticipationJ Curve

U Shape

Time Decay

Inverse J

Last non-direct


Attribution IQ: Analysis Workspace

22


CreativeDesign & Creative Workflow


Creative Assets

CREATIVE CLOUD AD CLOUD


Industry’s First Integrated Advertising

Creative Management

Platform

INTEGRATED TO ADOBE CREATIVE CLOUD


DataAdvertising Creative

Connect to your DMP audiences

Integrate to Analytics measurement

Revisit the creative workflow

Leverage dynamic templates

Advertising as a marketing channel

Learn from digital personalisation tactics

© Copyright Allianz SE

Mark Dawson – Senior Manager, Digital Optimisation – Allianz Australia

ALLIANZ & ADOBE ADCLOUD

© Copyright Allianz SE 2-Sep-18 2

IN-HOUSE MEDIA MODEL & TECHNOLOGY MODEL

• Direct relationships• Deeper integration• Faster response to market

Publishers

• Direct licence agreements• Data ownership• Leverage Group agreements

Tech Vendors

• Deeper integration with media planning & optimisation

• Remove silos, improve media & technology knowledge across business units

Internal Business

Units

Publishers

TechnologyInternal Stakeholders

Data


ADOBE JOURNEY – PAST 18 MONTHS

AdCloud

• Began with paid search 18 months

ago – saw performance uplift in the

range of 20%+

• Tested various approaches to

budgeting, bidding, planning

• Soon began buying connected TV &

other video inventory to expand

reach

• Followed by audio/Spotify testing


ADCLOUD & SEM

Performance

• Initial uplift around 20%• Continued efficiency gains of 11% in H1 2018 vs same time last year

Budgeting

• Tested various approaches• Profitable growth across product lines – agnostic about which product

Flexibility

• Allow SEM campaigns, spend, bids to quickly respond to changes in our pricing across product, geo location etc

• Accurately forecast impact to the business of budget changes – understand when to increase/decrease spend


ADCLOUD TESTING – VIDEO & CTV

Could we concentrate our CTV spend

during peak TV hours to extend audience

reach efficiently & at scale?

Significant inventory volumes available

during peak hours, often at slightly lower

CPMs, reaching new audiences who

aren’t on FTA


ADDRESSING AUDIENCE DUPLICATION

What is the level of duplication across

devices, channels across video? Are we

reaching the same people over & over

again? Should we limit where we

advertise?


ADDRESSING AUDIENCE DUPLICATION

9now Network 10 7 Network Desktop Mobile Specific Shows

9now 79% 8% 8% 1% 2% 7%

Network 10 4% 77% 3% 0% 1% 6%

7 Network 9% 7% 72% 1% 2% 38%

Desktop 1% 1% 1% 89% 7% 1%

Mobile 4% 3% 4% 8% 89% 3%

Specific Shows 2% 4% 11% 0% 0% 45%

Through our Adcloud tags, also able to measure average revenue per policy by channel, device etc


IDEAL STATE

AdCloudAudience Manager

Allianz.com.audata

AnalyticsBusiness Data

Website user behavior

Push from DMP into Adcloud

Find specific audiences

across multiopleplatforms

Understand performance

Augment data


EVOLVING BUSINESS COMMUNICATION

Technical & Pricing teams providing data around high/low risk audiences, additional pricing information

Customer Analytics team looking at propensity modelling, market penetration by city/region, conversion rates by audience

segment, lifetime values

Claims data around high/low cost areas, cars etc

Creative opportunities to better target audiences by segment & opportunity

AdCloud

Audience Manager

Target


NEXT STEPS FOR DIGITAL TRANSFORMATION

How can we better leverage our own data within the business as well as 2nd, 3rd party? What is the value of this data?

Where can we improve our conversion & communication process across all digital assets?

How do we use the combination of all of the Adobe platforms to increase growth from the core?

Real world applications of Data Driven Advertising

Deakin University CRICOS Provider Code: 00113B

Key themes for today….


1 Connecting the data dots to increase effectiveness

2 Importance of designing cross channel experiences

3 Proving ROI using Primary School Science methods

Connecting the data dots to increase effectiveness


An education on education…



MBA Webpage CRM Database


Burwood Open Day

Geelong Open Day

Warrnambool Open Day


Burwood Open Day

Geelong Warun Ponds

Open Day

Warrnambool Open Day

Geelong WaterfrontOpen Day


26 August

19 August

5 August

Connecting the data dots


Open Day Geelong Webpage | 2017

TRAITS

Geelong Campus Webpage | 2018

Lead Campus = Geelong| 2018

0.05% CTRGeneric Open

Creative

RESULTS

0.11% CTRCampus Specific Open Creative


Registered for Day Planner?

No

Yes

Burwood

Waurn Ponds

Waterfront

Warrnambool

Burwood

Waurn Ponds

Waterfront

Warrnambool

A

B

C

D

E

F

G

H

Decision Tree

1% CTRGeneric Open

Creative

RESULTS

5% - 30% CTR

Campus Specific Open Creative

Snapshot of Open Day tactical data buys


1 All digital media leveraging DMP

2 On site personalisation

3 Using mobile advertising to attribute event attendance

Importance of designing cross channel experiences


Unfinished Applications


+107Additional

Applications

On-site personalisation + Paid search site extensions + Retargeting =

Proving ROI using Primary School Science methods


Slow down to speed up


Food for thought…


1 Was there an unfair advantage?

2 Let a test run it’s course

3 Know thy sources

4 Reward the finders of bad news

5 Don’t measure what’s easy, measure what’s important

Final thoughts…


data-driven advertising: a single source of truth · 2020-06-07 · data-driven advertising: a...

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