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Predictive Marketing: Wie sich auktionsbasierte Werbung optimieren lässt
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Predictive Marketing: Wie sich auktionsbasierte Werbung optimieren lässt

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  • 1. Predictive Marketing: Wie sich auktionsbasierte Werbung optimieren lässt Niels Jensen | Client Services Director DACH© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
  • 2. Meine Oma…© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
  • 3. und Heute…© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
  • 4. und Heute…© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
  • 5. und Heute…© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
  • 6. und Heute… 1 ― 155.520.000.000© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
  • 7. Predictive Marketing: Wie sich auktionsbasierte Werbung optimieren lässt!© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
  • 8. Google und dann…© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
  • 9. Tracking© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
  • 10. Sales Funnel < IMG 1X1 >© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
  • 11. Data Driven Abvertising© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
  • 12. Modeling Drives Bid Decisions POSITION 1 Bid: $5.00 CTR: 4% POSITION 2 CPC: $4.51 Bid: $4.00 Clicks: 150 CTR: 3% CPC: $3.34 Clicks: 100© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 13. Click Forecasting© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 14. Revenue Forecasting USER FLOW: AD AD MERCHANT TRANSACT IMPRESSIONS CLICKS CONVERSIONS CASH FLOW $CPC %CONVERSION $REVENUE ctr = clicks / impressions rpc = revenue /clicks cost = clicks * cpc profit = revenue - cost cpa = cost / conversions margin = profit / cost© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 15. Modeling Provides Accurate Simulations EF’s robust predictive modeling enables advertisers to accurately forecast the impact of budget changes on conversions and key performance indexes. CPA My target Cost/Order is $600. What should my budget be and how $175.05 much revenue can I expect? $268.93 $351.10 $408.13 Lower Budget=$1,750/day $468.02 $511.32 Cost/Order=$468.02 $564.53 $601.18 $651.27 Current Budget=$3,500/day $695.73 Cost/Order=$695.73 $732.94 $760.38 $821.96 $827.33 Higher Budget=$5,250/day $907.59 Cost/Order=$907.59 $947.75 $996.20 $1,028.89 $1,053.01 $1,074.10© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 16. Data Driven Advertising & Predictive Modelling© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
  • 17. Data Driven Advertising & Predictive Modelling© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
  • 18. Predictive Marketing Platform CHANNEL SINGLE CONVERSION SEARCH DISPLAY TRACK PLATFORM 728x90 INTERACTIONS 300x250 468x60 & ATTRIBUTE Clear picture ADVERTISER VALUE of conversion events and BUDGET & DATA attribution of various media SOCIAL interaction X-CHANNEL MODELS … … DATA FEED BACK LOOPS ENABLES BETTER OPTIMIZATION© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 19. Wer ist der Feind?© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
  • 20. Saisonalität YoY© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
  • 21. Saisonalität YoY© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22
  • 22. Saisonalität© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
  • 23. Saisonalität© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
  • 24. Der Heilige Gral im Online Marketing© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
  • 25. Cross Channel Attribution© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
  • 26. Wie findet man den “Heiligen Gral”? MANAGE BID SEARCH SERVE TRACK DISPLAY Weekly Profit from Efficient 728x90 ATTRIBUTE Frontier 468x60 300x250 OPTIMIZE SOCIAL … PUBLISH Weekly Profit from … Rules-Based Tool SUPERIOR MULTI-CHANNEL TECHNOLOGY UNPARALLELED CAPABILITY OPTIMIZATION© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 27. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.