Inspire 2014 – Kristalytics: Maximizing Net Revenue in Digital Marketing Platforms

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Kristalytics utilizes Alteryx to extract, summarize and analyze billions of impressions across digital marketing platforms such as Google, Bing and other ad networks. They find geographic patterns in the millions that click, and geographic, demographic and psychographic patterns in the thousands that buy. In this session, Ben will review a sample campaign where the top 45% of the US population by geography yielded 100% of a digital campaign’s net profit, the next 35% yielded a marginal 22% net profit, and the final 20% yielded a negative 22% net profit. You will see how this insight helps Kristalytics and their clients cut waste and maximize profits in their digital media buys.

Ben Morris, President, Kristalytics

Published in: Technology, Business
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Inspire 2014 – Kristalytics: Maximizing Net Revenue in Digital Marketing Platforms

  1. 1. #inspire14 Maximizing Net Revenue in Digital Marketing Platforms Ben Morris President Kristalytics
  2. 2. #inspire14#inspire14 2 Ben Morris • 21 Years of Database Analytics, Research, and Geographic Site Selection Experience • 32 Years of Advertising & Marketing Experience • 12 Years of Digital Marketing Experience
  3. 3. #inspire14#inspire14 3 Leveraging Geography for Digital Marketing Platforms • Works for any Geo-Targeted Source of Traffic that can provide Impressions, Click, Conversion and Geographic Data
  4. 4. #inspire14#inspire14 4 Could Not Do Without Alteryx
  5. 5. #inspire14#inspire14 5 Typical Campaign Stats • 384,442,586 Impressions • 650,252 Clicks • 5529 Conversions
  6. 6. #inspire14#inspire14 6 Any Digital Campaign Creates • Impressions • Geographies for those Impressions • Click/No Click • Cost • Conversion • Revenue • Gross Profit • Net Profit
  7. 7. #inspire14#inspire14 20% Spend by Geography is 60% Net Profit
  8. 8. #inspire14#inspire14 Impressions Per Household
  9. 9. #inspire14#inspire14
  10. 10. #inspire14#inspire14
  11. 11. #inspire14#inspire14
  12. 12. #inspire14#inspire14 CTR
  13. 13. #inspire14#inspire14
  14. 14. #inspire14#inspire14 Impressions vs CTR Big Difference by Geography
  15. 15. #inspire14#inspire14 Conversion Rate
  16. 16. #inspire14#inspire14
  17. 17. #inspire14#inspire14 Tirekickers: Conversion Rate vs Clickthru Rate
  18. 18. #inspire14#inspire14 Cost Per Conversion
  19. 19. #inspire14#inspire14 Profit Per Market
  20. 20. #inspire14#inspire14
  21. 21. #inspire14#inspire14 21 Typical Campaign Stats • 19% of the Impressions • 21% of the cost and • 57% of the Net Revenue Come from 20% of the Top Metros
  22. 22. #inspire14#inspire14 22 Typical Campaign Stats • 16% of the Impressions • 33% of the cost and • -17% of the Net Revenue Come from 19% of the Bottom Metros
  23. 23. #inspire14#inspire14
  24. 24. #inspire14#inspire14
  25. 25. #inspire14 THANK YOU!

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