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Maximizing Net Revenue in Digital Marketing Platforms

Ben MorrisPresidentKristalytics

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Ben Morris

• 21 Years of Database Analytics, Research, and Geographic Site Selection Experience

• 32 Years of Advertising & Marketing Experience

• 12 Years of Digital Marketing Experience

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Leveraging Geography for Digital Marketing Platforms

• Works for any Geo-Targeted Source of Traffic that can provide Impressions, Click, Conversion and Geographic Data

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Could Not Do Without Alteryx

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Typical Campaign Stats

• 384,442,586 Impressions

• 650,252 Clicks

• 5529 Conversions

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Any Digital Campaign Creates

• Impressions

• Geographies for those Impressions

• Click/No Click

• Cost

• Conversion

• Revenue

• Gross Profit

• Net Profit

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20% Spend by Geography is 60% Net Profit

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Impressions Per Household

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CTR

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Impressions vs CTRBig Difference by Geography

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Conversion Rate

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Tirekickers: Conversion Rate vs Clickthru Rate

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Cost Per Conversion

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Profit Per Market

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Typical Campaign Stats

• 19% of the Impressions• 21% of the cost and• 57% of the Net Revenue

Come from 20% of the Top Metros

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Typical Campaign Stats

• 16% of the Impressions• 33% of the cost and• -17% of the Net Revenue

Come from 19% of the Bottom Metros

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THANK YOU!