Your SlideShare is downloading. ×
0
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

April 2014 KOC conference Istanbul Slides from Wolfhart fröhlich CEO intelliAd

299

Published on

Slides from Wolfhart Froehlich, CEO intelliAd, from the KOC conference in Istanbul in april 2014. Shared presentation with intelliAd Partner metrics34 from Istanbul.

Slides from Wolfhart Froehlich, CEO intelliAd, from the KOC conference in Istanbul in april 2014. Shared presentation with intelliAd Partner metrics34 from Istanbul.

Published in: Software, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
299
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de Istanbul, 21 April 2014 Raw Data What Really Happens between View and Sale KOÇ Digital Summit, Wolfgang Fröhlich, CEO intelliAd Media GmbH
  • 2. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de Agenda 2 How to tackle the challenges with Multichannel Tracking1 Using your data: Attribution2 Optimising Marketing Campaigns with Bid Management3 Real Time Bidding: Improving performance4 Case Studies5 3 Optimising marketing campaigns with Bid Management
  • 3. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de Agenda 3 How to tackle the challenges with Multichannel Tracking1 Using your data: Attribution2 Optimising Marketing Campaigns with Bid Management3 Real Time Bidding: Improving performance4 Case Studies5 Optimising marketing campaigns with Bid Management3
  • 4. 4 Big Data Revolution Gathering extensive data Interpreting data Key to success for companies and advertisers
  • 5. Where to spend your marketing budget? 5
  • 6. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de Example of a customer journey 6
  • 7. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de Data gathered in the system 7
  • 8. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de 8 Isolated view on channels Google organic (SEO) Direct Traffic News- letter Affiliate Marketing Price comparison portal Google AdWords (SEA) Facebook Ads Display Is it useful to analyse each channel isolated from each other?
  • 9. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de 9 Practice: Channels interfere with each other Google organic (SEO) Direct Traffic Google AdWords (SEA) Display Focus on all participating channels and its performance analysis Price comparison portal * intelliAd study in the tourism sector; based on analyses of customer data (more than 1 Mio. clicks) 7 %* of all conversions were initiated via SEA and ended via SEO (5 % from SEO to SEA) 6 %* of all conversions were initiated via Facebook and ended via SEO (2 % from SEO to Facebook) Affiliate Marketing Facebook Ads Newsletter Phone
  • 10. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de A fully automated software helps you to manage all online and offline channels with ease 10 Save time and money Google organic (SEO) Direct Traffic Display Price Comparison Engine Affiliate Marketing Facebook Ads News- letter Phone t 0 t 1 t n Google AdWords (SEA)
  • 11. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de The loop of optimisation will help you 11 Bid Management Analysis & StrategyCampaign Management Multichannel Tracking
  • 12. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de Agenda 12 How to tackle the challenges with Multichannel Tracking1 Using your data: Attribution2 Optimising Marketing Campaigns with Bid Management3 Real Time Bidding: Improving performance4 Case Studies5 Optimising marketing campaigns with Bid Management3
  • 13. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de Attribution Models help you improve budget allocations 13 1 Creating campaigns and advertising material. 4 … and distributing budgets on advertising material anew with the help of an Attribution Model. 2 Capturing each user‘s touchpoint with the advertising material. Scoring the influence of each advertising material on the buying decicision of the user… Attribution Model Budget allocation Campaign Management 3 SEA 1 2 3 4 User analysis 42 34 1 20% 7% 33% 40% 4 3 2 1
  • 14. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de Model 1: Last Click Wins 14 Tail Start Tail EndTail-Assists Model: Last Click Wins
  • 15. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de Model 2: First Click Wins 15 Tail Start Tail EndTail-Assists Model: First Click Wins
  • 16. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de Model 3: Bathtub 16 Tail Start Tail EndTail-Assists Model: „Bathtub“
  • 17. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de Further Attribution Models » Distinguishing between clicks and views » Cross-Channel: Involving Offline-Channels » Attribution Model based on rules (e.g. ignoring brand channel) 17
  • 18. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de 18 Example: Last Click Wins & bathtub modell
  • 19. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de Agenda 19 How to tackle the challenges with Multichannel Tracking1 Using your data: attribution2 Optimising Marketing Campaigns with Bid Management3 Real Time Bidding: Improving performance4 Case Studies5 Optimising marketing campaigns with Bid Management3
  • 20. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de Daily Routine of a PPC Account Manager 20 20% 20% 20% 10% 25% 5% Finding keywords, creating adtexts Competitors´ analysis Campaign structure Setting and changing bids Reporting Optimization
  • 21. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de Data influencing Bid Management 21
  • 22. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de 22 PPC is important for winning new customers 14.03.2012 Quelle: intelliAd research / Period: Q2 2010 / Database: 300,000 conversions, intersectoral industry analysis, 30 day cookie lifetime The position is a crucial factor for the customer journey analysis » PPC is important for winning new customers » SEO & Direct Traffic for conversion Start of the chain Center End of the chain
  • 23. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de Active management and automatic regulation 23
  • 24. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de Agenda 24 How to tackle the challenges with Multichannel Tracking1 Using your data: Attribution2 Optimising Marketing Campaigns with Bid Management3 Real Time Bidding: Improving performance4 Case Studies5 Optimising marketing campaigns with Bid Management3
  • 25. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de 25 Performance enhancement with RTB Bulk Buying Impressions Targeting of large groups according to category. High levels of wastage possible Real Time Bidding (RTB) Payment made only for „ideal“ users Display Advertising or traditional Remarketing Data Driven Display Advertising Then Now Bulk Buying or traditional Remarketing List User-Centric-Adversting
  • 26. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de 26 Real Time Bidding processes Data Cube (DMP) Multichannel Tracking CRM Data Warehouse 1st Party Data Behavioural Data Third Party Data Sociodemographic Data 3rd Party Data intelliAd DSP SSP: adscale double click Rubicon Appnexus Yieldlab Ad Server Publisher Processes followed when a user enters a publisher‘s website
  • 27. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de Specifying target groups 27
  • 28. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de 28 Gathering, interpreting and utilising data DSPDMP Success
  • 29. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de Agenda 29 How to tackle the challenges with Multichannel Tracking1 Using your data: Attribution2 Optimising Marketing Campaigns with Bid Management3 Real Time Bidding: Improving performance4 Case Studies5 Optimising marketing campaigns with Bid Management3
  • 30. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de Case Study weg.de » ROI +144% thanks to the use of Multichannel Tracking » Conversion rate boost of 28% » Saving costs and time with cross-channel reporting 30
  • 31. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de Case Study Lodenfrey » CPO reduced by 50% after having used Bid Management for only three weeks » Conversion rate in Google Adwords increased by 17% » 86% rise in profits 31
  • 32. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de Your intelliAd Partner in Turkey Levent Karaçam lk@metrics34.com Metricsotuzdört Bilişim Hizmetleri ve Ticaret A.Ş. Maslak Mah. Akasya Sok. Mashattan B2/32 34398 Şişli Istanbul T +90 212 330 34 01 F +90 212 330 34 03 32
  • 33. intelliAd Media GmbH ∙ Sendlinger Str. 7 ∙ 80331 München · www.intelliad.de Thank you very much for your attention Wolfhart Fröhlich Managing Director / CEO intelliAd Media GmbH Sendlinger Strasse 7 80331 Munich T +49 (0) 89 / 15 90 490 - 20 E wfroehlich@intelliad.de W www.intelliad.de Questions & Answers 33

×