Toby McAra - Overview of Adometry

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DBi & Google Event July 2014

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Toby McAra - Overview of Adometry

  1. 1. Attribution: why it matters. Toby McAra, Head of EMEA Sales, Adometry June 2014
  2. 2. ©2014 Adometry, Inc. All Rights Reserved. 2 measurement of marketing performance is… BROKEN
  3. 3. ©2014 Adometry, Inc. All Rights Reserved. 3 Why? “Do I need to?” “How much will it hurt?” “Will my Finance team hate me?” “Is it complicated?”
  4. 4. ©2014 Adometry, Inc. All Rights Reserved. 4 Which channels are driving incremental conversions? How is display assisting other channels? What is my optimal spend across channels?
  5. 5. ©2014 Adometry, Inc. All Rights Reserved. 5
  6. 6. ©2014 Adometry, Inc. All Rights Reserved. 6 Simple vs. Advanced Attribution Simple Rules-Based 0% 0% 0% 100% LAST EVENT 25% EVEN 25%25%25% 40% AD-HOC 15%15%30% (fixed weights) £ £ £ Advanced DATA DRIVEN 20%18%19%43% £ How important is each ad in driving conversions?
  7. 7. ©2014 Adometry, Inc. All Rights Reserved. 7 The Attribution Problem A user sees a series of ads & then converts What fractional credit goes to each ad? SearchDisplay Email Display Conversion Event Conversion Event
  8. 8. ©2014 Adometry, Inc. All Rights Reserved. 8 Data Driven A/B Testing Adometry’s Advanced Attribution 10% Conversion Rate 9.8% Conversion Rate Very little impact on conversion rate
  9. 9. ©2014 Adometry, Inc. All Rights Reserved. 9 Adometry’s Advanced Attribution 10% Conversion Rate 6.5% Conversion Rate Data Driven A/B Testing Large impact on conversion rate
  10. 10. ©2014 Adometry, Inc. All Rights Reserved. 10 Actionable, Usable CMO Channel Manager Marketing Analysts
  11. 11. ©2014 Adometry, Inc. All Rights Reserved. 11 Automating Attribution RTB Connector Audience Connector Offline Connector Call Centre Connector PPC Connector Cross-device (in development) User level not device level Multiple data sources inc Google logins Anonymous, aggregated format
  12. 12. ©2014 Adometry, Inc. All Rights Reserved. 12 Traditional Econometric Modelling has Limitations Annual or Semi-Annual Projects Reduces Organizational Agility Lack of Channel Granularity Limits Actionability Not Well- Suited for Digital Misrepresents Potential
  13. 13. ©2014 Adometry, Inc. All Rights Reserved. 13 • Minute-by-minute search and visit data • Machine-learning model detects spikes • Incremental lift tied to ad spots • Website visits attributed to TV and Radio are included in the path to conversion How it works TV Radio TV and Radio Attribution – Sophisticated Modeling
  14. 14. ©2014 Adometry, Inc. All Rights Reserved. 14 Value Drivers Areas of Impact Display eCPA 20% - 30% decrease in effective CPA for display and retargeting Optimization Within Channels 10% - 20% improvement by optimizing channel performance including PPC, Affiliate, Email, and Social Optimization Across Channels 20% - 40% improvement in performance by optimizing spend across various channels Reduction in Analysis and Reporting Costs 25% - 50% decrease in effort required to pull, aggregate, and report on marketing performance across channels Overall Marketing ROI 25% - 50% improvement in overall performance of marketing investments Achieving Greater Return On Investment
  15. 15. ©2014 Adometry, Inc. All Rights Reserved. 15 All Channels, All Data, In One Place. Unmatched Clarity and Insights. Actionability at Scale. Marketing Analytics Sherpas. DATA SCIENCE PLATFORM SERVICES NEXT GENERATION Marketing Intelligence Solution
  16. 16. © Copyright 2012 Adometry, Inc. All Rights Reserved. Confidential. 16 Thank you

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