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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: SOCIA...
12WITH SPECIALIZED TECHSEARCH: BID MANAGEMENTPLATFORMSDISPLAY: AD SERVERS AND DSPSEMAIL: ESPS AND MARKETINGAUTOMATIONSOCIA...
13AND ACROSS DEVICES!MOBILE EXPERTS DO EXISTUSUALLY MOBILE MEDIA IS SEARCH ORDISPLAYNOW MORE AND MORE SOCIALSOME ADS IN AP...
14CONVERSIONS IN SILOS!SEARCH: TRACKING PIXEL FROMENGINESDISPLAY: POST-CLICK AND POST VIEWCONV.MOBILE: SOME SEARCH, SOME D...
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...
20WE LOVE PROBLEMS!
21MARC POIRIERMARC@ACQUISIO.COM@MARCPOIRIERTHANK YOU!
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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

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

  1. 1. 1Miami, We Have a Problem.MARC POIRIER, CO-FOUNDERACQUISIOINTERACTIVITY DIGITAL
  2. 2. 2IN 2013US ADVERTISERSWILL SPEND$250B USDIN ADVERTISING.
  3. 3. 3ONLINE BUDGETS ARE EXPLODING
  4. 4. 4SEARCH GROWTH IS SLOWINGDOWN
  5. 5. 5DISPLAY GROWTH ISACCELERATING
  6. 6. 6MOBILE IS ON FIRE
  7. 7. 7YES, EMAIL STILL KEY DRIVER
  8. 8. 8HYPERGROWTH FOR SOCIAL
  9. 9. 9WHY DO WE HAVE APROBLEM?
  10. 10. 10NEW BUZZWORD: SILOSImpressionsClicksConversionsSearchEmailSocialMobileDisplay
  11. 11. 11CHANNELS MANAGED ASSILOSSEARCH: PPC AND SEO EXPERTSDISPLAY: MEDIA BUYERS AND RTBEXPERTSEMAIL: EMAIL EXPERTSSOCIAL: SOCIAL MEDIA EXPERTS
  12. 12. 12WITH SPECIALIZED TECHSEARCH: BID MANAGEMENTPLATFORMSDISPLAY: AD SERVERS AND DSPSEMAIL: ESPS AND MARKETINGAUTOMATIONSOCIAL: FACEBOOK ADS PLATFORMS
  13. 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. 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. 15. 15THIS IS WHAT IS HAPPENINGImpressionsClicksConversionsSearch, EmailDisplay, Social,Other= single event
  16. 16. 16TWO HUGE FALLACIESLAST CLICK CONVERSIONVIEW-THROUGH / POST VIEWCONVERSION
  17. 17. 17TO ALLOCATE MONEYCORRECTLY WE NEED TOBREAK THE SILOS
  18. 18. 18TECHNOLOGY TOCALCULATE CREDIT FORCONVERSIONS ANDINFORM BIDDINGSTRATEGIES IS THE FIRSTSTEP
  19. 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. 20. 20WE LOVE PROBLEMS!
  21. 21. 21MARC POIRIERMARC@ACQUISIO.COM@MARCPOIRIERTHANK YOU!
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