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ClearSaleing + iProspect - WAA Los Angeles Symposium
 

ClearSaleing + iProspect - WAA Los Angeles Symposium

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Client Success primer utilizing the ClearSaleing platform.

Client Success primer utilizing the ClearSaleing platform.

Jeremy Hull - Associate Director of Paid Search, iProspect
Sarah Chambers - Director of Account Management, ClearSaleing

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  • Focus on advertising as being one of the largest cost centers for an advertiserTypical solutions either focus on a specific piece of the puzzle, but not providing extensive analytics across the entire advertising mix
  • This slide will be VERY quick
  • Pathing: CS offers actual attribution modeling. Many platforms offer path-to-conversion data and call it attribution.Reporting: The data’s there, it’s as detailed as you’d ever want, and the reporting is awesome.“These are the core pieces of functionality CS offers. Now let’s take a look from a different perspective…”
  • “Let me be transparent—I don’t work for ClearSaleing. iProspect is technology-agnostic, and we leverage and partner with as many platforms as we can find. After working with many, many platforms at my agency, here are three differentiators I LOVE about CS”Tracks all channels:--Note that the majority of channels work “out of the box,” and the rest are easy to add--List basic channels (paid search, display, feeds, natural vs organic, direct nav) and advanced (email, affiliate, offline, etc)--Basically, can track anything involving a click, either by analyzing the referring URL or by code that you place in the URL to specify a channel--Fully integrates with display ad servers for impression data—and that’s easy to do (unlike many other platforms)De-duplication:--One tracking solution that tracks everything = no double-counting of data. If anyone here has tried to rectify their third party conversion data with Omniture numbers, you’ll see how valuable this is!Easy set up:--Adding MORE tracking code to your site is always a barrier to entry—CS knows this.--Custom implementation guide & fantastic QA through the launch process.
  • The challenge with attribution is to move along this path, from interesting to actionable to innovative

ClearSaleing + iProspect - WAA Los Angeles Symposium ClearSaleing + iProspect - WAA Los Angeles Symposium Presentation Transcript

  • ClearSaleing / iProspectWAA Los Angeles Symposium – Jan 18, 2012Proprietary and Confidential Proprietary and Confidential
  • The Need for Advertising Analytics Specialized AnalyticsSite Operations & Channel-Specific Analytics Advertising Optimization CRM Platform & Infrastructure 2 Proprietary and Confidential
  • Jeremy Hull, iProspect Associate Director, Paid SearchRegular speaker at SES, columnist for Search Engine WatchClients: Neiman Marcus Group (ten brands), NIKE, Hilton, Talbots, Timberland, Burberry, Accor Hotels, Estee Lauder, StaplesiProspect is a global digital performance agency that helps many of the world’s most successful brands maximize their online marketing ROI 3 Proprietary and Confidential
  • ClearSaleing Benefits Not just pathing—actual attribution modeling Robust, detailed, timely reporting 4 Proprietary and Confidential
  • ClearSaleing Benefits:An Agency Viewpoint☺Tracks all channels…. ….including display impression data!☺De-duplication of conversion data!☺Easy set-up! 5 Proprietary and Confidential
  • Attribution:Interesting  Actionable  Innovative 6 Proprietary and Confidential
  • Example 1:Nonbrand Influence on Brand SalesInteresting:Some brand keyword conversions preceded byclicks on nonbrand keywordsActionable:Identify these nonbrand keywords, increasespend to drive more traffic 7 Proprietary and Confidential
  • Example 1:Nonbrand Influence on Brand SalesInnovative:• Analyze keywords in conversions paths• Identify trends• Adjust bidding strategy Average Order Value for brand keyword conversions is 16% higher when a nonbrand keyword appears in the purchase path. Spring 2011, major fashion retailer 8 Proprietary and Confidential
  • Example 2:Cross-Channel Promo StrategyInteresting:Customers interact with multiple channels in ashort time during sales & promotions.Actionable:Analyze managed channels to reduce overlapand improve efficiency. 9 Proprietary and Confidential
  • Example 2:Cross-Channel Promo StrategyInnovative:• Identify top paths & increase investment.• Align messaging & strategy across all channels! During a major promo, paid search closed only 12% of all conversions but introduced 37%. Users researched with paid search and then returned via display, email, and direct nav. Fall 2010, major home décor retailer 10 Proprietary and Confidential
  • Example 3:New Customer AcquisitionInteresting:Investigate new customer acquisition as often aspossible (quarterly or monthly).Actionable:Incorporate acquisition rate as a supplementarymetric at the channel/campaign level 11 Proprietary and Confidential
  • Example 3:New Customer AcquisitionInnovative:• Track new customers in real-time via ClearSaleing• Establish lifetime value & incorporate into strategy The top nonbrand category for new customer acquisition drove more than twice as many new customers—despite having the same gross ROI. Fall 2011, major retailer 12 Proprietary and Confidential
  • Thank you! Jeremy.Hull@iProspect.comSarah.Chambers@ClearSaleing.com 13 Proprietary and Confidential