Post on 09-May-2015
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Enough with the Attribution Excuses! Let’s Shake Up your Digital LandscapeMike Fogarty, Senior Account Manager, Adobe Systems
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Meet and Tweet at Mike! @Mfogz @AdobeDigMktg
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Age Old Problem for Marketers…
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“Marketing is the new finance” – Ann Lewnes, Adobe CMO @ Social Media Week 2012
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How We Buy Online
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Problem with “Last Click”—Path Length Analysis
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Source: Leading US Classifieds advertiser, 2011
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketers Challenge Today: Fragmented Eco System
Advertiser Budget $$
Channel Platform Conversion
Display
Search
Social
Ad Server (DART) View Thru
SEM (Marin) Last Click
Ads (TBG) Last Click
Unclear picture what is actually
working and where to allocate budget
DSP (Turn)
Page Mgt (Buddy)
Engagement
@Mfogz @AdobeDigMktg
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Repainting the Digital Landscape
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Keys to Attribution
Unified TrackingTrack user interaction with all media channels
Attribution and AnalyzeModel how different factors contribute to conversion and relate to one another
OptimizeAllocate media spend based on cross-channel models to maximize performance
@Mfogz @AdobeDigMktg
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
CTR x CPC
Landing Page Competition Time of Day Day of Week( )x
Maximum Return Possible
Algorithms
=
# Marketplaces # Campaigns # Keywords # Ad Copy Creative
Marketplace Complexity
Impressions
( )Scale Complexity
Conv. Rate x Rev.
( )x
Business Complexity
# Business Metrics Business constraints Seasonality Promotions
Minimum Bid Quality Score Match Type Geo-Region
Complexity Needs Algorithms
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Our Solution: Unified Platform
Advertiser Budget & Data
Search
MCAT Platform Track
interactions and attribute
value
Clear picture of
conversion events and attribution of various
media interaction Cross-
Channel Models
Display
Social
ChannelPlatform Conversion
Data feed back loops enables
better optimization
@Mfogz @AdobeDigMktg
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Future Adobe Solution: End To End Digital Advertising Platform
Advertiser Budget & Data
Search
Technology acquired from
Efficient Frontier
Attribution
Cross-Channel Models
Display
Social
ChannelPlatform Conversion
Adobe SearchCenter+
Platform
Site
Test&Target
Merchandise
Recommend
Mobile
Video
Search&Promote
Audience Management
>$2B in media
managed
5 Channels Optimize Traffic
Adobe SiteCatalyst
Optimize Conversion
Social Engagement
Insight
@Mfogz @AdobeDigMktg
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How are YOU going to shake things up?
#1 - Broaden and experiment with your digital strategy
#2 - Test & Iterate, look at different models and attribution rules
#3 - Make a well defined unified marketing and content management plan
#4 - Leverage data as your most valuable asset
12@Mfogz @AdobeDigMktg
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
THANK YOU!