How to Measure Digital Advertising By Rob Cooley
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SMX Advanced 2014 Session #SMX #23C - Attribution Success In The Age Of Mobile - How To Measure Digital Advertising By Rob Cooley @Optimineinc Of Optimine Software ...

SMX Advanced 2014 Session #SMX #23C - Attribution Success In The Age Of Mobile - How To Measure Digital Advertising By Rob Cooley @Optimineinc Of Optimine Software

For more on digital advertising check out http://marketingland.com

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How to Measure Digital Advertising By Rob Cooley Presentation Transcript

  • 1. How To Measure Digital Advertising Attribution Success in the Age of Mobile June 12, 2014 #smx #23C
  • 2. THE WEB HAS CHANGED ADVERTISING 2CONFIDENTIAL – COPYRIGHT © 2014 OPTIMINE SOFTWARE Early Funnel Late FunnelAdvertising Spectrum Mobile Direct advertising Response Rate Conversion Rate Reach Audience Profiles Brand Advertising Search TV Radio Newspaper E-mail Direct Mail Telemarketing Display Social #smx #23C
  • 3. Direct advertising Advertise to specific individuals (cookie IDs, login IDs) Target based on profile Can build models to attribute revenue among steps along the purchase path Brand advertising Advertise to an audience Measure direct and cross-channel value of individual ads Act on insights: impression reallocation maximizes return 3CONFIDENTIAL – COPYRIGHT © 2014 OPTIMINE SOFTWARE #smx #23C Response ModelsMedia Mix Models USE THE RIGHT TOOL FOR THE JOB Early Funnel Late FunnelAdvertising Spectrum
  • 4. MEDIA MIX MODELING Econometric time series concept well-established Harvard Business School – “Do Display Ads Influence Search?” Google “Big Data: New Tricks for Econometrics” (Hal R. Varian – Google Chief Economist) “Inferring Causal Impact Using Bayesian Structural Time-Series Models” Think billboards “Is this ad impacting conversion in another channel? Relies on ad impression data 4CONFIDENTIAL – COPYRIGHT © 2014 OPTIMINE SOFTWARE #smx #23C
  • 5. MEDIA MIX MODELING Solves multi-device problem, including in-app ads Impression data is complete, readily available and standard across all advertising channels Easily integrate new or remove old channels Uses existing tracking Works with offline data Can see other performance influences beyond advertising 5CONFIDENTIAL – COPYRIGHT © 2014 OPTIMINE SOFTWARE Models are more complex than for attribution Will not solve personalization or targeting Does not replace the need for conversion tracking Pros Cons #smx #23C
  • 6. WHAT FACTORS AFFECT PERFORMANCE? 6CONFIDENTIAL – COPYRIGHT © 2014 OPTIMINE SOFTWARE #smx #23C
  • 7. WHERE IS THE CROSS-CHANNEL EFFECT? 7CONFIDENTIAL – COPYRIGHT © 2014 OPTIMINE SOFTWARE #smx #23C
  • 8. CASE STUDY: 23% REVENUE INCREASE WHILE MAINTAINING ROAS 8 Reallocate display spend based on ads’ cross-channel impact on paid search Actual ad value, uncovered through cross-channel measurement, varies dramatically ad to ad Impression volume changes, based on display ads’ actual value, from -85% to +1077% Cross-channel optimization drove 23% revenue increase across display and paid search channels -500% 0% 500% 1000% 1500% Impression Reallocation Across Display Ads to Optimize Cross-Channel Performance Individual Display Placements CONFIDENTIAL – COPYRIGHT © 2013 OPTIMINE SOFTWARE #smx #23C
  • 9. YOU CAN DO THIS AT HOME Buy more mobile impressions Measure the affect the additional impressions have on conversions through brand search terms, organic or paid Test conclusion by reducing impressions to see if there is a decrease in conversions Hard part is filtering out other influences 9CONFIDENTIAL – COPYRIGHT © 2014 OPTIMINE SOFTWARE #smx #23C
  • 10. THANKS Rob Cooley | CTO, OptiMine Software Rob.cooely@optimine.com @OptiMineInc | Facebook.com/optimineinc 10CONFIDENTIAL – COPYRIGHT © 2014 OPTIMINE SOFTWARE