0
Webinar #4
Driving Results: Stories from the Front Lines
Tuesday, February 25, 2014

@caseycarey
© 2014 Adometry, Inc. All...
A Bit About Casey

Casey Carey
Chief Marketing Officer

© 2014 Adometry, Inc. All rights reserved.

2
First a Word from Our Sponsor
•What we do…
We power more intelligent marketing

•How we do it…
By providing advanced marke...
XCMO Summit – April 30-May 2, Austin TX
• One of a kind event for
CMOs, marketing
leaders, heads of
marketing analytics, a...
Series Recap

today’s

 Insights and
Optimization Examples

AGENDA
 Big Box Retailer
Case Study

RESULTS

© 2014 Adometr...
Attribution 2014 Webinar Series

CLARITY

DIRECTION

ACTION

RESULTS

TRUST
© 2014 Adometry, Inc. All rights reserved.

6
A Comprehensive Marketing Attribution
Solution
Audience and
CRM Data

Paid Media
•
•
•
•
•
•
•
•
•
•
•
•
•

Display
Social...
Webinar 1 – Setting the Direction for
Your Attribution Initiative
•Clearly define your objectives and scope
•Assess each p...
Webinar 2 – Creating a Data Foundation
You Can Trust
•Begin with the end in mind
• Balance goals, data, and complexity
• H...
Webinar 3 – Creating Clarity and
Actions that Drive Results
•Select an Attribution Approach Based on
Your Business Needs
•...
Visit and Subscribe to the M2R Blog
for Webinar Recaps and Other
Great Content

www.adometry.com/blog

© 2014 Adometry, In...
Long Term

Wide Spectrum Of Actionability from
Attribution Results

Maximize Exclusivity And Positive Overlap

Optimal Med...
Cross-Channel Insights
Channel Optimizations

© 2014 Adometry, Inc. All rights reserved.

13
Optimal Allocation of Budget Within a
Channel
RECOMMENDATION
Use Optimization to
reallocate current budget
across tactics
...
Display Channel – Viewability
RECOMMENDATION
Refinery29 has high volume
combined with low visibility
– shift spend to high...
Display Channel – Frequency Capping
RECOMMENDATION
Frequency cap on high CPO
placements. Set to 13/day
for TURN RON and
re...
Display Channel – Minimizing Reach
Overlap
RECOMMENDATION
Institute cookie blocking so
Chango will not show up
after a Sol...
Display Channel – Reallocating Budget
to Better Performing Tactics
RECOMMENDATION
Shift lower-performing Turn
RON placemen...
Video Channel – Understanding Format
Performance and Role in Funnel
RECOMMENDATION
Video under-credited by 1020%; Acts as ...
Audience Insights – Opportunities to
Optimize Targeting
Age
20.00%

RECOMMENDATION
Reduce Age 51-55
impressions by 50%;
in...
Paid Search Channel – Reallocating
Budget Between Providers
Keyword Group 1

RECOMMENDATION
On a fully attributed basis,
o...
Paid Search Channel – Programmatic
Bidding Integration
RECOMMENDATION
Integrate attributed keyword
performance into
progra...
Affiliate – Reallocating Budget to Better
Performing Publishers
RECOMMENDATION
Fully attributed Affiliate CPA
is $6.72 hig...
All Channels – Evaluate Efficacy of Role
in Conversion Path
By Tactic

RECOMMENDATION
Inform strategic planning by
utilizi...
Cross-Channel Optimizations

© 2014 Adometry, Inc. All rights reserved.

26
Optimal Allocation of Budget Across
Channels
RECOMMENDATION
Used Optimization to
reallocate current budget
across channels...
Optimal Allocation of Budget Across
Channels
RECOMMENDATION
Used Optimization to
reallocate current budget
across channels...
Cross Channel – A Unified View of
Performance
RECOMMENDATION
Create a unified metric that
provides an apples-to-apples
vie...
Cross Channel – Understand the
Interplay of Channels
RECOMMENDATION
Leverage lift reporting to
understand and exploit the
...
A Bit About Brandon

Brandon Bethea
President

© 2014 Adometry, Inc. All rights reserved.

31
Problem: Retailer Needed In-Store Sales

$

?

Aging Customers.

Costly Media.

Sales Insights.

 Engage Core Customers

...
Solution: Integrated Digital Program

Activate Audiences
For Accuracy.

Optimize Media
For Efficiency.

Maximize Insights
...
Results: Audience Accuracy

Customer Onboarding.

Lookalike Prospecting.

On-boarded CRM transactional data to extend the ...
Results: Media Efficiency

Digital Channel Mix.

Programmatic Display.

We analyzed the digital channel mix to determine t...
Results: Media Efficiency

Digital Channel Mix.

Programmatic Display.

We analyzed the digital channel mix to determine t...
Results: Insight Effectiveness

?
Dynamic Offers.

Store Sales Attribution.

We activated dynamic creative to target messa...
Next Steps: Test, Learn & Optimize

?
Quarterly Performance.

Next Steps.

We optimized each audience, channel and creativ...
Webinar 4 – Realizing Results from Your
Investment
•For most marketers, huge opportunity to
improve display, video, and TO...
© 2014 Adometry, Inc. All rights reserved.

40
Casey Carey
casey.carey@adometry.com

@caseycarey
© 2014 Adometry, Inc. All rights reserved.

41
© 2014 Adometry, Inc. All rights reserved.

42
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Attribution Playbook Webinar 4

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In this webinar, we'll share attribution challenges and results from companies like yours – to help you launch your program and take marketing performance measurement to the next level.

You'll hear real-world examples of how others have championed and launched and attribution programs, aligned KPIs to business objectives, made decisions based on attribution results & operationalized attribution results throughout the organization.

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Transcript of "Attribution Playbook Webinar 4"

  1. 1. Webinar #4 Driving Results: Stories from the Front Lines Tuesday, February 25, 2014 @caseycarey © 2014 Adometry, Inc. All rights reserved. 1
  2. 2. A Bit About Casey Casey Carey Chief Marketing Officer © 2014 Adometry, Inc. All rights reserved. 2
  3. 3. First a Word from Our Sponsor •What we do… We power more intelligent marketing •How we do it… By providing advanced marketing attribution and optimization solutions •Our customers… For 75+ brands and their agency partners primarily in the auto, telecom, technology, travel & leisure, FSI, and retail verticals © 2014 Adometry, Inc. All rights reserved. 3
  4. 4. XCMO Summit – April 30-May 2, Austin TX • One of a kind event for CMOs, marketing leaders, heads of marketing analytics, and agency execs • Details, agenda, and registration at www.xcmo.com Tina Moffett, Forrester © 2014 Adometry, Inc. All rights reserved. • Early, Early Bird $500 off ends Feb 28th 4
  5. 5. Series Recap today’s  Insights and Optimization Examples AGENDA  Big Box Retailer Case Study RESULTS © 2014 Adometry, Inc. All rights reserved.  Q&A 5
  6. 6. Attribution 2014 Webinar Series CLARITY DIRECTION ACTION RESULTS TRUST © 2014 Adometry, Inc. All rights reserved. 6
  7. 7. A Comprehensive Marketing Attribution Solution Audience and CRM Data Paid Media • • • • • • • • • • • • • Display Social Ads Video In App Ads Search Retargeting CSEs Affiliates Email SMS Direct Mail Catalog Inserts D E V I C E S Transaction & Sales Channels • • • • Websites Call-Center Kiosk Brick-n-Mortar Owned Media • • • • • Referrals Organic Search Direct Nav Organic Social Content © 2014 Adometry, Inc. All rights reserved. • • • • KPIs Conversions Channels/Sub-Channels Sources • • • • Campaigns Placements keyword, etc. Creative, content, format Segments 7
  8. 8. Webinar 1 – Setting the Direction for Your Attribution Initiative •Clearly define your objectives and scope •Assess each pillar of the model • What is your aspired level? • What are the barriers to achieving it? • What road map makes sense to establish upfront wins? •Create your business case for the investment DIRECTION • What improvements are likely? • What is the cost (internal & external)? © 2014 Adometry, Inc. All rights reserved. 8
  9. 9. Webinar 2 – Creating a Data Foundation You Can Trust •Begin with the end in mind • Balance goals, data, and complexity • Have a vision for how you will use the insights to drive different activities •Work your way up the tree • Low-hanging fruit first – easy to collect, easy to compile sources, drives most business value • Add more over time as appropriate TRUST •Strategically move from activity to value based measurement © 2014 Adometry, Inc. All rights reserved. 9
  10. 10. Webinar 3 – Creating Clarity and Actions that Drive Results •Select an Attribution Approach Based on Your Business Needs • Balance model with goals, data, and complexity • More accurate (data-driven) is better •Leverage the Insights to Drive Improved Performance CLARITY • Across channels • Within channels •Strategically move to leverage predictive optimization and operationalizing results © 2014 Adometry, Inc. All rights reserved. ACTION 10
  11. 11. Visit and Subscribe to the M2R Blog for Webinar Recaps and Other Great Content www.adometry.com/blog © 2014 Adometry, Inc. All rights reserved. 11
  12. 12. Long Term Wide Spectrum Of Actionability from Attribution Results Maximize Exclusivity And Positive Overlap Optimal Media Plans Improved Targeting Customize Messaging Creative Sequencing Budget Reallocation Across Channels Overall Budget Change Action Plan Minimize Time To Conversion Budget Reallocation Within Channels Tactical Strategic Geographic Targeting Frequency Capping Segment Customers Identify Overlap/Waste Eliminate Bottom Performers Eliminate Wasted Impressions De-silo Data © 2014 Adometry, Inc. All rights reserved. Short Term Measure Cross-channel Journey Monitor Data Quality Identify Top Performers 12
  13. 13. Cross-Channel Insights Channel Optimizations © 2014 Adometry, Inc. All rights reserved. 13
  14. 14. Optimal Allocation of Budget Within a Channel RECOMMENDATION Use Optimization to reallocate current budget across tactics ESTIMATED IMPACT +16% increase in conversions at a 14% lower eCPA © 2014 Adometry, Inc. All rights reserved. 14
  15. 15. Display Channel – Viewability RECOMMENDATION Refinery29 has high volume combined with low visibility – shift spend to higher quality placements. RESULTS 14% decrease in overall display eCPA by improving viewability of placements © 2014 Adometry, Inc. All rights reserved. 15
  16. 16. Display Channel – Frequency Capping RECOMMENDATION Frequency cap on high CPO placements. Set to 13/day for TURN RON and retargeting RESULTS $602,528 annual savings and 38% lower eCPA by removing non-performing impressions © 2014 Adometry, Inc. All rights reserved. 16
  17. 17. Display Channel – Minimizing Reach Overlap RECOMMENDATION Institute cookie blocking so Chango will not show up after a Solve impression RESULTS $105,600 savings annually and lower CPO by 31% by removing non-performing impressions © 2014 Adometry, Inc. All rights reserved. 17
  18. 18. Display Channel – Reallocating Budget to Better Performing Tactics RECOMMENDATION Shift lower-performing Turn RON placements to Turn Retargeting RESULTS 42% lift in average orders/day for Turn placements © 2014 Adometry, Inc. All rights reserved. 18
  19. 19. Video Channel – Understanding Format Performance and Role in Funnel RECOMMENDATION Video under-credited by 1020%; Acts as introducer in 56% of conversions; Expand budget and focus on reach to fill funnel RESULTS 98% increase in reach with 65% increase in budget © 2014 Adometry, Inc. All rights reserved. 19
  20. 20. Audience Insights – Opportunities to Optimize Targeting Age 20.00% RECOMMENDATION Reduce Age 51-55 impressions by 50%; increase Gourmet Cuisine impressions by 35% 15.00% 10.00% 5.00% 0.00% 21-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61-65 66-70 71-75 % of Total Impressions % of Total Attributed Conversions Frequent Buyers 16% 14% 12% 10% 8% 6% 4% 2% 0% % of Impressions © 2014 Adometry, Inc. All rights reserved. RESULTS 14% improvement in eCPA % of Attributed Conversions 20
  21. 21. Paid Search Channel – Reallocating Budget Between Providers Keyword Group 1 RECOMMENDATION On a fully attributed basis, opportunity to increase MSN spend on primary KWs ESTIMATED IMPACT Keyword Group 2 7% increase in conversions while maintaining target ROAS © 2014 Adometry, Inc. All rights reserved. 22
  22. 22. Paid Search Channel – Programmatic Bidding Integration RECOMMENDATION Integrate attributed keyword performance into programmatic bidding platform. Transaction and Revenue Feeds ESTIMATED IMPACT 3%-5% Improvement in efficiency as measured by ROAS Attributed KW Performance Feed © 2014 Adometry, Inc. All rights reserved. Attribution Processing 23
  23. 23. Affiliate – Reallocating Budget to Better Performing Publishers RECOMMENDATION Fully attributed Affiliate CPA is $6.72 higher than lastclick. Leverage Topperformers report to reallocate spend. RESULTS $656,937 savings in reducing nonperforming publishers © 2014 Adometry, Inc. All rights reserved. 24
  24. 24. All Channels – Evaluate Efficacy of Role in Conversion Path By Tactic RECOMMENDATION Inform strategic planning by utilizing the strengths/roles correctly depending on campaign goals. By Site/Provider/Publisher ESTIMATED IMPACT ??? By Creative © 2014 Adometry, Inc. All rights reserved. understand which tactics offer opportunities to maximize to conversion across the funnel 25
  25. 25. Cross-Channel Optimizations © 2014 Adometry, Inc. All rights reserved. 26
  26. 26. Optimal Allocation of Budget Across Channels RECOMMENDATION Used Optimization to reallocate current budget across channels. ESTIMATED IMPACT +30% more conversions at a 23% lower eCPA © 2014 Adometry, Inc. All rights reserved. 27
  27. 27. Optimal Allocation of Budget Across Channels RECOMMENDATION Used Optimization to reallocate current budget across channels. ESTIMATED IMPACT +30% more conversions at a 23% lower eCPA © 2014 Adometry, Inc. All rights reserved. 28
  28. 28. Cross Channel – A Unified View of Performance RECOMMENDATION Create a unified metric that provides an apples-to-apples view of performance across channels. ESTIMATED IMPACT ??? reduced cost in performance reporting and improved clarity to inform decisions © 2014 Adometry, Inc. All rights reserved. 29
  29. 29. Cross Channel – Understand the Interplay of Channels RECOMMENDATION Leverage lift reporting to understand and exploit the interdependencies between channels. ESTIMATED IMPACT 21% improvement in ROAS by by shifting display to search, coordinating sequencing and creative across the channels including email © 2014 Adometry, Inc. All rights reserved. 30
  30. 30. A Bit About Brandon Brandon Bethea President © 2014 Adometry, Inc. All rights reserved. 31
  31. 31. Problem: Retailer Needed In-Store Sales $ ? Aging Customers. Costly Media. Sales Insights.  Engage Core Customers  Reduce FSI Media  Reduce Offers/Discounts  Attract New Customers  Align Digital Efforts  Online-to-Offline Sales How do I reach my customers, reduce media waste and prove the value of digital marketing efforts? © 2014 Adometry, Inc. All rights reserved. 32
  32. 32. Solution: Integrated Digital Program Activate Audiences For Accuracy. Optimize Media For Efficiency. Maximize Insights For Effectiveness.  Customer Onboarding  Digital Channel Mix  Dynamic Offers  Lookalike Prospecting  Programmatic Display  Store Sales Attribution +38% -35% +33% HIGHER IN-STORE CONVERSION RATE Q3 over Q2 © 2014 Adometry, Inc. All rights reserved. LOWER IN-STORE HIGHER IN-STORE COST PER TRANSACTION Q3 over Q2 RETURN ON AD SPEND Q3 over Q2 33
  33. 33. Results: Audience Accuracy Customer Onboarding. Lookalike Prospecting. On-boarded CRM transactional data to extend the CRM segmentation program to new digital channels. We leveraged on-boarded CRM records to build custom “lookalikes” for display media prospecting campaigns.  Segmentation Personas  Lookalike Extension Models  Transactional Records  Data Segmentation Profiles +56% 0.39% +32% 0.25% HIGHER IN-STORE CONVERSION RATE HIGHER IN-STORE CONVERSION RATE Average © 2014 Adometry, Inc. All rights reserved. 0.33% 0.25% CRM Segments Average Lookalikes 34
  34. 34. Results: Media Efficiency Digital Channel Mix. Programmatic Display. We analyzed the digital channel mix to determine the impact of each channel in the overall marketing mix. We set up deals with premium publishers to only buy inventory when it matches our audiences and criteria.  Channel Lift  Programmatic Premium Publishers  Funnel Stage  Brand Safe + Ad Viewability $2.71 3.63% +31% 2.78% -37% HIGHER IN-STORE CONVERSION RATE LOWER IN-STORE COST PER TRANSACTION Search © 2014 Adometry, Inc. All rights reserved. $1.70 Search + Display Average Premiums 35
  35. 35. Results: Media Efficiency Digital Channel Mix. Programmatic Display. We analyzed the digital channel mix to determine the impact of each channel in the overall marketing mix. We set up deals with premium publishers to only buy inventory when it matches our audiences and criteria.  Channel Lift  Programmatic Premium Publishers  Funnel Stage  Brand Safe + Ad Viewability $2.71 3.63% +31% 2.78% -37% HIGHER IN-STORE CONVERSION RATE LOWER IN-STORE COST PER TRANSACTION Search © 2014 Adometry, Inc. All rights reserved. $1.70 Search + Display Average Premiums 36
  36. 36. Results: Insight Effectiveness ? Dynamic Offers. Store Sales Attribution. We activated dynamic creative to target messaging and offers based on each customer/prospect profile. We analyzed sales performance by DMAs to determine which markets were the best fit for digital media ROI.  Dynamic Creative Ads  States & DMA Sales Data  Message Testing  FSI vs. Digital Test Markets +70% 29 17 0.34% +160% HIGHER IN-STORE CONVERSION RATE HIGHER IN-STORE RETURN ON AD SPEND Static Flash Dynamic Ads 0.13% New York Austin For illustration purposes only © 2014 Adometry, Inc. All rights reserved. 37
  37. 37. Next Steps: Test, Learn & Optimize ? Quarterly Performance. Next Steps. We optimized each audience, channel and creative over the business quarter to have consistent lift. We are now working with Adometry to expand our attribution program with several new features.  +38% Conversion Rate  Audience Data Reports  -35% CPA  Budget Optimization Modeling  +33% ROAS  Validate Viewability Reporting © 2014 Adometry, Inc. All rights reserved. 38
  38. 38. Webinar 4 – Realizing Results from Your Investment •For most marketers, huge opportunity to improve display, video, and TOFU media • Viewability, frequency, reach, audiences •For Search, Affiliate, Email, and other MOFU and BOFU media • Adjust based on new view of performance • Identify and group performers by stage • Integrate with programmatic platforms RESULTS •Across Channels • Optimize budget allocations • Leverage campaign, creative, and sequencing © 2014 Adometry, Inc. All rights reserved. 39
  39. 39. © 2014 Adometry, Inc. All rights reserved. 40
  40. 40. Casey Carey casey.carey@adometry.com @caseycarey © 2014 Adometry, Inc. All rights reserved. 41
  41. 41. © 2014 Adometry, Inc. All rights reserved. 42
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