The accurate and timely - Magento · The accurate and timely understanding of the ... Paid Search...
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Transcript of The accurate and timely - Magento · The accurate and timely understanding of the ... Paid Search...
The accurate and timely
understanding of the
value and role of each channel
in the marketing mix has
become mission-critical for
marketers.
Meet Elizabeth
5
How Do I Quantitatively
drive clarity across the
entire customer
journey?
I must get smarter with
my marketing
Marketing tactics that are regarded as
“top of the funnel”,
such as display advertising,
are undervalued in their contribution
to overall eCommerce sales.
Source: Forrester Research
DA
Y 8
Site
Visit
DA
Y 1
Challenge 1:
Siloed Marketing Measurement Based on Last Click
£200
Search
Display
Affiliate
Social
Paid
Search
100%
Solution: Identify ROI for each marketing channel
ROI Measurement
Revenue from Product Sale
Keyword CPC £1.00
Conversion Rate 4%
ROAS 800%
£200
DA
Y 8
£200
Paid
Search
100%
Challenge 1:
Siloed Marketing Measurement Based on the Last Click
Paid search
matters most for
new customers.
Email matters
most for repeat
customers-
Source: Forrester Research
DA
Y 8
Site
Visit
DA
Y 1
INTRODUCER INFLUENCER CLOSER
£200
Search Display Affiliate Social
Paid
Search
100%
Challenge 2: Managing marketing spend across a diverse range of
marketing touch points.
Solution: valuing marketing touchpoints throughout the
customer journey
DA
Y 8
Site
Visit
DA
Y 1
INTRODUCER INFLUENCER CLOSER
£44
Paid
Search
22%
Organic
Search
13%
Affiliate
40% Display
17%
Social
8%
£26 £34 £80 £16
Challenge 3: Plan marketing spend, execute and track the investment impact
on consumers interaction with the brand.
Solution: advanced attribution
Elizabeth's Approach
Paid Search
CSE
Affiliate
Cancellations,
Costs, POS,
Order # etc
Organic
Search
Social Mobile
1st Party
Cookie
Display
SINGLE SOURCE OF TRUTH
Offline Data
Ingest offline non-addressable channels –
television, radio, outdoor & print campaign data.
Non-addressable media data is
comprised of 2 main components:
1. Schedule/flight data
(where and when the ads ran)
2. Performance / response data
(i.e. ratings or other performance
metrics)
Cross device Tracking
Hard Linking devices
1. Customer keys; email address &
user log-ins
2. Customer Profile IDs (cookie,
IDFA, Android ID, device ID, etc.)
3. Probabilistic ‘non cookie’
techniques mapping devices &
sessions together.
eBay Inc. Data
Enriching cross device associations
using eBay Inc. customer data.
BUILDING PROFILES ACROSS DEVICES
100% 0% 0% 0% £
25% 25% 25% 25% £
35% 40% 5% £ 20%
Organic
Search Email Display Paid Search
Different models for valuation
Predict investment Scenario
planner
20
I have £1MM to spend. How to
maximize my return?
I need to get £10MM in revenue.
How much channel spend?
I need to get 10,000
conversations, conversions,
opens, clicks.
Chose scenario type based on your goals
1. Forecasted + Actual data sets available
2. Day, Channel, Source, Campaign, Site, Placement
3. Spend, Impressions, Orders, Revenue, Gross Profit (+ calculated metrics)
• Configure results based on appropriate metrics
(spend, revenue, profit, orders, ROAS)
• Forecast at summary, channel + sub channel
• Create multiple “what if’s” to determine best go forward plan
Its not only about how to and
requirements by channel,
its also about gaining senior leadership support for
marketing investment.
What does it
mean to you?
Revenue per order increased by 66%
Increased conversion rate by 50%
Reduced ad spend by £100,000 per year
Annual digital spend budget £32MM to £47M
Results:
Solution: Create A Single View
Elizabeth’s Challenge:
Optimising Digital Marketing
Spend & Justifying Budget
