mtl+ecommerce #40 - media buying for ecommerce using data and machine learning
TRANSCRIPT
DIGITAL MEDIA + E-COMMERCEMTL+ECOMMERCEJUNE 28, 2017
ADVISO ? JF RENAUD ?
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► 70 Digital Experts since 2002
► Many E-commerce & lead gen clients
► Result oriented► Expertises :
► Digital media► Omnichannel Strategy and Digital
Transformation► Analytics► Content Marketing
► Entrepreneur & Business Owner
► Hyperactive► 2 x Daddy► Professor► Xillenial
STUFF I WOULD LOVE TO KNOW IF I WOULD BE RUNNING AN
E-COMMERCE PNL
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UNDERSTANDMODERN CPA
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Le CPM
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CPMDIGITAL MEDIA CPA - 2005
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Media Delivery (Ad server / DCO / DSP)
Data handling (DMP)
Data (1st, 2nd & 3rd party)
Media buy - CPM
DIGITAL MEDIA CPA - 2017
Analytics Layer (on-site, attribution)
INVEST IN AUDIENCES NOT ON MEDIA BRANDS
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HERE ARE SOME READERS OF HUFFINGTON POST
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… AND HERE ARE SOME READERS OF THE GAZETTE
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REFINE MEASUREMENT
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UNDERSTAND THE ROLE OF EACH INVESTMENT
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UNDERSTAND ATTRIBUTION
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USE AN AD SERVER
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REM
Winner in GA
View-Through Conversion
Click-Through Conversions
USE DATA THAT HELPS
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Winner needs more budget!
Pause losers sucking up budget
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USE NEUROMARKETING FOR CREATIVE TESTINGBANNER TESTING AND RESULTS
WHY WE USE NEUROMARKETING: User Attention and Top-of-Mind Recall are getting harder each year. Users now become banner blind in a matter of days instead of weeks. This is why Adviso uses neuromarkteting to test creative attention and appreciation, especially for high stakes campaigns. The results in this use case speak for themselves...
Improved CTA Button: In this creative test, we clearly saw both 300x250 and 728x90 had nearly invisible CTA buttons. The creative was corrected and we saw a 20% increase on the Interaction Rate.
Improved Conv. Rate: Based on the results of CDS’ optimized banners, we saw an average of 2.56 conversions / 1000 ad impressions. This was 50% higher than what we saw with previous creative with similar budgets.
+20%
+50%
Call-to-Action ProblemTest revealed CTA in Phase I banners was almost invisible. We made impactful changes in Phase II and saw a lift in the banner interaction rate.
OPTIMIZE CONTEXT, CREATIVES AND LANDING PAGES
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A STRUCTURED CRO PROCESS
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FOCUSING ON CONVERSION RATE OPTIMIZATION
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Off-Site Analysis of your Conversion Funnel is where we operate in Downstream CRO mode. Our Media Team uses tried, tested and true scientific marketing methods to cull the excess media weight at every stage of the funnel. The graphic on the left illustrates our process.
Analyze media presence
Analyze in-market media traffic
Analyze engaged media traffic
Analyze active shopping media traffic
Remove media placements with low online visits, brand awareness lift, video completions or ad viewability
Remove media placements with low cart-to-detail rates or purchase intent
Remove media placements with low brand equity lift or social interaction
Remove media placements with low buy-to-detail rates or purchase behavior
CONVERT
Downstream Conversion Rate Optimization
Discover
Consider
Convince
Cause Effect
DO NOT UNDERESTIMATE IMPACT OF LANDING PAGES
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None of your business :)
INJECT DATA. LOTS OF IT.
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DATA ?
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VS
CAPTURE, ORGANIZE & DEPLOY AUDIENCE DATA
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Device ID (Mobile)
CRM Records
Browser Cookie
Social / Dark Social
Login / Authentication
Universal ID
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GEO DATA- Bid by proximity- Conquest on
competitors’ turf
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PUBLIC DATA
DATA PROVIDED BY USER
Every clic is data !
► Interests / in market for► Height / weight► Sex / sexual preferences► Technology used► Physical location► Brand attachement
PROBABILISTIC DATA
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3R PARTY DATA
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DRIVE TO STORE MOBILE / OMNICHANNEL TRACKING
Cost / Store visit In-store visits rate
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CONNECT DATA
SUPERPOWER YOUR EFFORTS
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AUTOMATE! EXAMPLE OF BUSBUD
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Mandate:
Automate a 500K “product” media buy architecture with a small monthly budget in 14 languages and 55 countries.
How we solved this :
Use an algorithm instead of a human to decide which route to support with media buys :
► Availability► Route conversion rate► Margin► ...and many more
SEM
GIVE YOUR CAMPAIGN MANAGERS SUPERPOWERS
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BLINDFOLD OPTIMIZATION AKA FINDING YOUR MONEY KEYWORDS
Ponctual steps to repeat1. Extract 2 reports2. Normalize reports3. Create a pivot table 4. Make a Vlookup5. Create a 2nd pivot table6. Add some calculation
fields7. Make a 2nd Vlookup on
calculation fields8. Create final table
FROM TOOngoing script that provides CM with recos & alerts based on opportunity size / urgency
GIVE YOUR CAMPAIGN MANAGERS SUPERPOWERS
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BLINDFOLD
New Average CTR
9.4%
+32% +/-14%
Impact probability
99.9%
0.001 valeur-p
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New Average CPC
1.4
-26% +/-8.4%
Impact probability
99.8%
0.002 valeur-p
GIVE YOUR CAMPAIGN MANAGERS SUPERPOWERSBLINDFOLD
QUALITY SCORE OPTIMIZATION ASSISTANT► Proactively push insights to CM to improve quality scores and improve
campaigns performance
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AUTOMATE FINDINGS AND HAVE MORE TIME TO WORK ON THEM
Sorry, confidential
PREDICT IMPACT OF A CHANGE OF BUDGET
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Potential of gain
Simulation
Actual
CREATE AN HYPER GRANULAR KEYWORD STRUCTURE► Automate super boring work : 170 000 lines !
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...TO REFLECT DEMAND COMPLEXITY
Keyword AVERY HIGH VOLUME
Keyword BHIGH VOLUME
Keyword CHIGH VOLUME
Large semantical distance
Small distance
Small distance Keyword DLOW VOLUME
AUTOMATE CLUSTERS
