Making it Jive: Using Data to Make (and Improve) SEM Decisions
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Making it Jive: Using Data to Make (and Improve) SEM Decisions

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Interactivity Digital presentation by Marc Poirer

Interactivity Digital presentation by Marc Poirer

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Making it Jive: Using Data to Make (and Improve) SEM Decisions Presentation Transcript

  • 1. 1Miami, We Have a Problem.MARC POIRIER, CO-FOUNDERACQUISIOINTERACTIVITY DIGITAL
  • 2. 2IN 2013US ADVERTISERSWILL SPEND$250B USDIN ADVERTISING.
  • 3. 3ONLINE BUDGETS ARE EXPLODING
  • 4. 4SEARCH GROWTH IS SLOWINGDOWN
  • 5. 5DISPLAY GROWTH ISACCELERATING
  • 6. 6MOBILE IS ON FIRE
  • 7. 7YES, EMAIL STILL KEY DRIVER
  • 8. 8HYPERGROWTH FOR SOCIAL
  • 9. 9WHY DO WE HAVE APROBLEM?
  • 10. 10NEW BUZZWORD: SILOSImpressionsClicksConversionsSearchEmailSocialMobileDisplay
  • 11. 11CHANNELS MANAGED ASSILOSSEARCH: PPC AND SEO EXPERTSDISPLAY: MEDIA BUYERS AND RTBEXPERTSEMAIL: EMAIL EXPERTSSOCIAL: SOCIAL MEDIA EXPERTS
  • 12. 12WITH SPECIALIZED TECHSEARCH: BID MANAGEMENTPLATFORMSDISPLAY: AD SERVERS AND DSPSEMAIL: ESPS AND MARKETINGAUTOMATIONSOCIAL: FACEBOOK ADS PLATFORMS
  • 13. 13AND ACROSS DEVICES!MOBILE EXPERTS DO EXISTUSUALLY MOBILE MEDIA IS SEARCH ORDISPLAYNOW MORE AND MORE SOCIALSOME ADS IN APPSBUT THE SAME PEOPLE CONSUMEMEDIA ON COMPUTERS, TABLETS ANDPHONES
  • 14. 14CONVERSIONS IN SILOS!SEARCH: TRACKING PIXEL FROMENGINESDISPLAY: POST-CLICK AND POST VIEWCONV.MOBILE: SOME SEARCH, SOME DISPLAYEMAIL: TRACKING PIXEL FROM ESPSOCIAL: FACEBOOK TRACKING… OF COURSE ALL CAN USE WEBANALYTICS
  • 15. 15THIS IS WHAT IS HAPPENINGImpressionsClicksConversionsSearch, EmailDisplay, Social,Other= single event
  • 16. 16TWO HUGE FALLACIESLAST CLICK CONVERSIONVIEW-THROUGH / POST VIEWCONVERSION
  • 17. 17TO ALLOCATE MONEYCORRECTLY WE NEED TOBREAK THE SILOS
  • 18. 18TECHNOLOGY TOCALCULATE CREDIT FORCONVERSIONS ANDINFORM BIDDINGSTRATEGIES IS THE FIRSTSTEP
  • 19. 19In Summary• DOLLARS ARE MOVING ONLINE SUPER FAST• THE AMOUNT OF CROSS-CHANNEL DATA ISSTAGGERING• EACH CHANNEL IS MANAGED IN SILO• TECHNOLOGY IS ALSO SPECIALIZED BY SILO• USERS NEED TO BE FOLLOWED ACROSSDEVICES• POST-VIEW / VIEW THROUGH AND LAST CLICKARE EVIL• NEED TO VALUE IMPRESSIONS / CLICKSCORRECTLY• VERY HARD TO BUILD MODELS ONE CAN TRUST
  • 20. 20WE LOVE PROBLEMS!
  • 21. 21MARC POIRIERMARC@ACQUISIO.COM@MARCPOIRIERTHANK YOU!