intelliad at waw conference copenhagen 2014 hosted by iih nordic

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intelliAd Media GmbH Sendlinger Str. 7 80331 Munich www.intelliad.com 18 June 2014 Raw Data What Really Happens between View and Sale WAW Conference Copenhagen Benedikt Blaß, Business Development Manager intelliAd Media GmbH

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intelliAd Slides from IIH Nordics Web Analytics Wednesday Conference. Copenhagen, June 2014.

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Page 1: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

     18  June  2014  

Raw  Data    What  Really  Happens  between  View  and  Sale  

WAW  Conference  Copenhagen  Benedikt  Blaß,  Business  Development  Manager  intelliAd  Media  GmbH  

Page 2: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

Performance  Marke-ng  Pla0orm  

2  

»  Independent  technology  provider  since  2007  

»  Wholly  owned  subsidiary  of  Deutsche  Post  DHL  since  July  2012  

»  Around  90  staff  

»  Over  38,000  managed  Google  AdWords  accounts  worldwide,  tracking  of  over  400M  clicks  and  conversions  per  month  

»  Partnerships  with  the  TU  Munich  and  Yale  University,  ConnecWcut  

»  Data  ProtecWon  –  ISO-­‐CerWficaWon  according  to  DIN  ISO/IEC  27001  

About  intelliAd  

Page 3: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

Agenda

3  

How  to  tackle  the  challenges  with  MulBchannel  Tracking  1  

Using  your  data:  AHribuBon  2

OpBmising  MarkeBng  Campaigns  with  Bid  Management  3  Real  Time  Bidding:  Improving  performance    

4  Case  Studies    

5

3  OpBmising  markeBng  campaigns  with  Bid  Management    

Page 4: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

Agenda

4  

How  to  tackle  the  challenges  with  MulBchannel  Tracking  1  

Using  your  data:  AHribuBon  2

OpBmising  MarkeBng  Campaigns  with  Bid  Management  3  Real  Time  Bidding:  Improving  performance    

4    Case  Studies      

5

 OpBmising  markeBng  campaigns  with  Bid  Management    

3  

Page 5: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

5  

Big  Data  RevoluWon    

Gathering  extensive  data  InterpreWng  data  

     

Key  to  success  for  companies  and  adverBsers  

Page 6: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

Where  to  spend  your  markeBng  budget?  

6  

Page 7: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

Example  of  a  customer  journey  

7  

Page 8: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

Data  gathered  in  the  system  

8  

Page 9: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com   9  

Isolated  view  on  channels  

Google  organic  (SEO)  

Direct  Traffic  

News-letter

Affiliate Marketing

Price comparison

portal

Google AdWords

(SEA) Facebook

Ads

Display  

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

Page 10: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com   10  

PracBce:  Channels  interfere  with  each  other  

         

                       Google                                                                organic                          (SEO)  

Direct  Traffic                

Google AdWords

(SEA)

                         Display          

Focus  on  all  parBcipaBng  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  iniWated  via  SEA  and  ended  via  SEO  

(5  %  from  SEO  to  SEA)  

6  %*  of  all  conversions  were  iniWated  via  Facebook  and  

ended  via  SEO  (2  %  from  SEO  to  Facebook)  

Affiliate Marketing

Facebook Ads

Newsletter

Phone

Page 11: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

 

   

 

 

 

   

 

 

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

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Save  Bme  and  money  

   

             

       

             

       

         

                       Google                                                                organic                          (SEO)  

Direct  Traffic                

                         Display          

Price Comparison

Engine

Affiliate Marketing

Facebook Ads

News-letter

Phone

t 0

t 1

t n

Google AdWords

(SEA)

Page 12: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

The  loop  of  opBmisaBon  will  help  you  

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Bid  Management  

 Analysis  &  Strategy  

 Campaign  Management  

MulBchannel  Tracking  

Page 13: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

Agenda

13  

How  to  tackle  the  challenges  with  MulBchannel  Tracking  1

Using  your  data:  AHribuBon  2  

OpBmising  MarkeBng  Campaigns  with  Bid  Management  3

Real  Time  Bidding:  Improving  performance  4  Case  Studies    

5

 OpBmising  markeBng  campaigns  with  Bid  Management    

3  

Page 14: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

AHribuBon  Models  help  you  improve  budget  allocaBons  

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1 CreaWng  campaigns    and  adverWsing    material.  

4 …  and  distribuWng  budgets  on  adverWsing  material  anew  with  the  help  of  an  AiribuWon  Model.  

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

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

Attribution Model

Budget allocation

Campaign Management

3

SEA

1 2 3 4

User analysis

42 34 1

20%   7%  33%  

40%  

43

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Page 15: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

Model  :  Last  Click  Wins  

15  

   

 Tail  Start  

   

Tail  End  

   

Tail-­‐Assists  

Model:  Last  Click  Wins  

Page 16: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

Model  2:  First  Click  Wins  

16  

   

Tail  Start  

   

Tail  End  

   

Tail-­‐Assists  

Model:  First  Click  Wins  

Page 17: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

 Model  :  Bathtub    

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Tail  Start  

   

Tail  End  

   

Tail-­‐Assists  

Model:  „Bathtub“  

Page 18: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

Further  AHribuBon  Models  

»  DisWnguishing  between  clicks  and  views  

»  Time  decay  or  equal  model    »  Cross  channel:  involving  offline  channels    »  AiribuWon  Model  based  on  rules    (e.g.  ignoring  brand  channel)  

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Page 19: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com   19  

Example:  Last  Click  Wins  &  bathtub  model  

Bath  Tub  Model  

Price  Comparison  

Page 20: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

Agenda

20  

How  to  tackle  the  challenges  with  MulBchannel  Tracking  1

Using  your  data:  aHribuBon  2

OpBmising  MarkeBng  Campaigns  with  Bid  Management  3    Real  Time  Bidding:  Improving  performance    

4  Case  Studies    

5

 OpBmising  markeBng  campaigns  with  Bid  Management    

3

Page 21: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

Daily  RouBne  of  a  PPC  Account  Manager  

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20%  

20%  

20%  

10%  

25%  

5%  

Finding  keywords,  creaWng  adtexts  CompeWtors´  analysis  

Campaign  structure  

Sedng  and  changing  bids  

ReporWng  

OpWmizaWon  

Page 22: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

Data  influencing  Bid  Management  

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Page 23: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com   23  

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  posiWon  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  

Page 24: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

AcBve  management  and  automaBc  regulaBon  

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Page 25: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

Agenda

25  

How  to  tackle  the  challenges  with  MulBchannel  Tracking  1

Using  your  data:  AHribuBon  2

OpBmising  MarkeBng  Campaigns  with  Bid  Management  3  Real  Time  Bidding:  Improving  performance    

4  Case  Studies    

5

 OpBmising  markeBng  campaigns  with  Bid  Management    

3  

Page 26: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com   26  

Performance  enhancement  with  RTB  

Bulk  Buying  Impressions  TargeWng  of  large  groups  according  to  category.  High  levels  of  wastage  possible.  

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

Display  AdverBsing    or  tradiBonal  RemarkeBng  

Data  Driven  Display  AdverBsing  

Then Now Bulk Buying or traditional Remarketing List User Centric Adversting

Page 27: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com   27  

Real  Time  Bidding  processes  

Data  Cube  (DMP)  

MulBchannel  Tracking  

CRM  

Data  Warehouse  

1st  Party  Data  

Behavioural  Data  

Third  Party  Data  

Sociodemographic  Data   3rd  Party  Data  

intelliAd  DSP  

SSP:  adscale  

DoubleClick  Rubicon  Appnexus  Yieldlab  

Ad  Server  

Publisher  

Processes  followed  when  a  user  enters  a  publisher‘s  website  

Page 28: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

Specifying  target  groups  

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Page 29: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com   29  

Gathering,  interpreBng  and  uBlising  data  

DSP  DMP   Success  

Page 30: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

Agenda

30  

How  to  tackle  the  challenges  with  MulBchannel  Tracking  1

Using  your  data:  AHribuBon  2

OpBmising  MarkeBng  Campaigns  with  Bid  Management  3

Real  Time  Bidding:  Improving  performance  4  Case  Studies    

5

 OpBmising  markeBng  campaigns  with  Bid  Management    

3  

Page 31: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

Case  Study  weg.de  

»  ROI  +144%  thanks  to  the  use  of  MulWchannel  Tracking  

»  Conversion  rate  boost  of  28%  »  Saving  costs  and  Wme  with  cross  channel  reporWng  

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intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

Case  Study  Lodenfrey  

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

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

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Page 33: intelliAd at waw conference copenhagen 2014 hosted by IIH Nordic

intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

Your  intelliAd  Partner  in  Denmark  

 

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Steen Rasmussen Senior Partner

Internet Intelligence House Nordic A/S Lille Strandstræde 6 DK-1254 Copenhagen K Denmark +45 70 20 29 19 +45 26 21 05 95 [email protected] www.iihnordic.dk

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intelliAd  Media  GmbH  ·∙  Sendlinger  Str.  7  ·∙  80331  Munich  ·∙  www.intelliad.com  

Thank  you  very  much  for  your  aienWon  Benedikt  Blaß    Business  Development  Manager      intelliAd  Media  GmbH  Sendlinger  Strasse  7  80331  Munich  Germany  

T      +49  (0)  89  /  15  90  490  -­‐  73    E      [email protected]  W  www.intelliad.com  

QuesBons  &  Answers  

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