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

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

    • 1Miami, We Have a Problem.MARC POIRIER, CO-FOUNDERACQUISIOINTERACTIVITY DIGITAL
    • 2IN 2013US ADVERTISERSWILL SPEND$250B USDIN ADVERTISING.
    • 3ONLINE BUDGETS ARE EXPLODING
    • 4SEARCH GROWTH IS SLOWINGDOWN
    • 5DISPLAY GROWTH ISACCELERATING
    • 6MOBILE IS ON FIRE
    • 7YES, EMAIL STILL KEY DRIVER
    • 8HYPERGROWTH FOR SOCIAL
    • 9WHY DO WE HAVE APROBLEM?
    • 10NEW BUZZWORD: SILOSImpressionsClicksConversionsSearchEmailSocialMobileDisplay
    • 11CHANNELS MANAGED ASSILOSSEARCH: PPC AND SEO EXPERTSDISPLAY: MEDIA BUYERS AND RTBEXPERTSEMAIL: EMAIL EXPERTSSOCIAL: SOCIAL MEDIA EXPERTS
    • 12WITH SPECIALIZED TECHSEARCH: BID MANAGEMENTPLATFORMSDISPLAY: AD SERVERS AND DSPSEMAIL: ESPS AND MARKETINGAUTOMATIONSOCIAL: FACEBOOK ADS PLATFORMS
    • 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
    • 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
    • 15THIS IS WHAT IS HAPPENINGImpressionsClicksConversionsSearch, EmailDisplay, Social,Other= single event
    • 16TWO HUGE FALLACIESLAST CLICK CONVERSIONVIEW-THROUGH / POST VIEWCONVERSION
    • 17TO ALLOCATE MONEYCORRECTLY WE NEED TOBREAK THE SILOS
    • 18TECHNOLOGY TOCALCULATE CREDIT FORCONVERSIONS ANDINFORM BIDDINGSTRATEGIES IS THE FIRSTSTEP
    • 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
    • 20WE LOVE PROBLEMS!
    • 21MARC POIRIERMARC@ACQUISIO.COM@MARCPOIRIERTHANK YOU!