Transcript of Maximizing demand using the optimal online medie mix final version 2
- 1. Maximizing demand by using the online media mix Ulrik
Zielfelt - TradeDoubler 1
- 2. En samlad uppfattning bland de digitala mediechefer SvD
Nringsliv har pratat med r att mediesajter har halkat efter i
produktutvecklingen och drmed misslyckats med att frklara ntets
frtrfflighet som kommersiellt medium fr annonsrerna, vilket blir
extra synligt i lgkonjunkturen SVD 18 april 2009 2
- 3. Setting the frame work In the online environment everything
is measurable thus, we tend to overstate channels that generate
direct results & understate channels that does not! 3
- 4. Last click We tend to base our investment decisions on the
last click & neglect other Other interactions interaction but
the last click is First click only the top of the ice berg
- 5. Comparison of Methodologies The traditional way of
evaluating Online media channels Awareness Interest Consideration
Purchase Direct attribution 5 =Unit sold
- 6. Comparison of Methodologies The holistic way of evaluating
Online media channels Awareness Interest Media mix modelling
Consideration Purchase 6
- 7. An example to set the stage! Research suggests display
measured by itself = understated (conversion 1x vs. 4x). 22% paid
search is the ultimate demand capture mechanism, but it can't
create awareness for the products and the services Robert Murray,
CEO at iProspect, Boston 7
- 8. Example Affiliate Program 30% Source: Tradedoubler study of
580 user journeys in the James Villas affiliate program 2008
- 9. Example Affiliate Program Source: Tradedoubler study of 580
user journeys in the James Villas affiliate program 2008
- 10. How do I assemble a strategy that maximizes demand &
results?
- 11. Mediamix modelling the true ROI SEK 2009 2010 Total
Programme Revenue 9,669,231 25,886,538 Spend 1,338,000 2,370,000
Cost of Sales 14% 9% Rev ex channel costs 8,331,231 23,516,538
Number of sales 8,858 19,658 Cost per sale 151 121 Affiliate
Transaction Revenue 1,920,000 7,200,000 Spend 288,000 720,000 Cost
of sales 15% 10% Rev ex channel costs 1,632,000 6,480,000 Mix of
spend 22% 30% Campaign Revenue 549,231 686,538 Spend 450,000
450,000 Cost of Sales 82% 66% Rev ex channel costs 99,231 236,538
Mix of spend 34% 19% Search Spend Revenue 7,200,000 18,000,000
Spend 600,000 1,200,000 Cost of Sales 8% 7% Rev ex channel costs
6,600,000 16,800,000 Mix of spend 45% 51% 11
- 12. User Journey Analysis - Understand the vehicle
contribution
- 13. Key take aways Analyze your data properly Take the full
picture into consideration when investing in different vehicles!
Learn to understand the contribution of different vehicles &
levers in the purchase desicion funnel 13