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How to use Online Marketing Technology to Improve Campaign Performance - Lowes.com, Resolution Media
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How to use Online Marketing Technology to Improve Campaign Performance - Lowes.com, Resolution Media

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How to use Online Marketing Technology to Improve Campaign Performance ...

How to use Online Marketing Technology to Improve Campaign Performance

This session will share practical suggestions for getting the most out of the available online marketing technologies including web analytics, ad exchange management and search marketing bid management.

* Dawn Deal, Online Marketing Manager, Lowes.com
* Jeff Campbell, VP, Account Director, Resolution Media. (@CJeffCampbell)

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  • “People” are being targeted vs. websites or search queries.
  • There is no linear path to purchase
  • Level 1Tell you what happenedTypically summarized metrics that reveal little opportunity to optimize campaignsAre typically manually-managed, and thus are subject to human error and difficult to scaleLevel 2Identify opportunities to optimize campaigns or even inform shifts in strategyLeverage technology more to streamline and scale report development, enabling for more time to be spent on analysisLeverage basic statistics to filter for meaningful informationLevel 3Highly sophisticated use of technology and statisticsTypically highly automated, with most time going towards analysis and testing
  • Retargeting, conversion, etc.
  • “stealing credit” for acquisitionsPros: Slice & dice cookies, apples to apples comparisons, soup to nuts attribution
  • API for optimization
  • There is a rich amount of targeting data
  • Just because you can measure it, doesn’t mean you should.Volume & Efficiency
  • Technology allows for great flexibility from standard rules to fully customizable actions. Test over time to determine which are most effective and aim to mirror decisions made if managed manually.
  • Ability to build custom views of data which drive intuitive actionsPath to conversion (in-search keyword trail and out of search path to conversion)Feed-based keyword development/optimization, they have 5000+ products!Anything else that we simply feel is worth touting as technology or approach that drives campaign mgmt/optimization best practices.Since they use CoreMetrics, we need to be prepared to talk integration of this (tagging)Of course, Lowes insights will be discussed here so let’s think of the simple one’s based on Kenshoo/what it provides that ties to campaign performance, testing, etc.
  • Path to conversion (in-search keyword trail and out of search path to conversion)Jeff/Erica: Anything else would be good to show that relates.
  • How does one test? How do you test other traditional marketing campaigns?

How to use Online Marketing Technology to Improve Campaign Performance - Lowes.com, Resolution Media How to use Online Marketing Technology to Improve Campaign Performance - Lowes.com, Resolution Media Presentation Transcript

  • Online Marketing Summit
    CHARLOTTE | JULY 16, 2010
    Improving Online Marketing Performance:
    Aspirations vs. Reality
    Dawn Deal, Jeff Campbell,Online Marketing Vice PresidentLowes.com Resolution Media
    DawnDealCJeffCampbell
    1
  • Online marketing is shifting from Broadcasting to “Narrowcasting.” Decisions are made in real-time…are you ready?
    • A core belief that data drives decisions
    • Defined rigor for ongoing optimizations with technology at the center
    • Custom models for audience segmentation
    • Mining data for unseen patterns of success
    7/16/2010
    2
    The online marketing world is evolving…
  • 3
    And expanding…
  • 7/16/2010
    4
    To reach the new consumer...
    Radio
    Video
    Social
    Media
    IP TV
    Rating
    Sites
    TV
    Blogs
    Search
    Widget
    Call
    Center
    OOH
    In-Store
    Consumer
    Share
    Interact
    Inform
    Connect
    Awareness
    Mobile
    UGC
    Email
    Print
    Virtual
    Worlds
    Games
    Lead
    Gen
    Direct
    Mail
    Banner
  • With no shortage of technologies
    Ad-Servers, Rich Media Vendors & Dynamic Creative
    Web Analytics
    Attitudinal & Buzz
    Site Optimization Tools
    Authentication, Verification & Audience
    Online Video & Mobile
  • And marketers vary in sophistication
    LEVEL 3: PREDICTIVE ANALYSIS
    What will happen?
    LEVEL 2: ANALYSIS
    Intelligence
    Why did this happen?
    LEVEL 1: REPORTING
    What happened?
    • Audience Delivery
    • Attitudinal Measurement
    • Creative and Landing Page Testing
    • Touchpoint Attribution
    • Frequency Analysis
    • Reach/Frequency Curves
    • Optimization Models
    • Integrated X-Platform Tracking
    • Automated Alerts
    • CTR
    • Impressions Delivered
    • CPC
    • Clicks / # of Visits
    Competitive Advantage
  • Data Collection & Aggregation
    7
  • Stocks, Search, & Display
    Stocks
    Search
    Display
    Investment Managers
    Research, Insights, Intelligence
    “Campaign” Management Tools
    Inventory Platforms
    • Pixels everywhere!
    • Different goals, different tracking methods
    • Impression vs. click-based, latency periods
    • Where is the data? Onsite, agencies, publishers, technology?
    9
    Data Aggregators & Tracking Methodologies
  • Web Analytics: Centralized Tracking
    PPC Keyword Advertising
    Display
    Email Newsletters
    SEO (Natural), Referral Traffic
  • 7/16/2010
    11
    Advantages of Centralization in WA
    • Web analytics spending is projected to reach +$950M by 2014
    • Prevalence of free analytics solutions
    • Expanded analytics services and integrations
    • Forrester Research Web Analytics Model, March 2009 (US)
    Online Measurement has Recently Exploded
  • Third Party Data Providers
    • Multiple 3rd party data sources provide rich user attributes, used for both targeting and campaign analytics
    • Pixels slow down (& crash!) websites
    • Solution: pixel-less tracking or universal container tags
    • Web Analytics isn’t always accurate
    • Management of vendors/agencies is time consuming & difficult
    • Legal issues with data appends
    • Data centralization & measurement is hard!
    7/16/2010
    14
    Reality Check
  • Marketers Recognize Their Own Limitations
    49% at or below average
    75%at or below average
    67%at or below average
  • Online is trackable, but new challenges in technology and consumer behavior make it increasingly more difficult to be accountable
    • Current tools offer simple reporting that masks true insight and hinders sophisticated measurement
    • The challenge is—and will continue to be—made further complex by the vast volume of information generated by digital campaigns
    “Trackability” vs. “Accountability”
  • Insights & Actions from Data
    17
    “Data is only as powerful as the actions taken from it”
  • Dashboards, Dashboards, Dashboards
    7/16/2010
    18
  • Key Performance Indicators (KPI’s)
    Interaction Time
    CTR = Click Through Rate
    Post View
    Clicks
    Awareness
    Time Spent
    Bounce Rate
    Impressions
    Frequency
    Latent
    Buzz
    Intent
    eCPM = Effective Cost Per Thousand
    Post Click
    Views
    Interaction Rate
    Attributes
    Engagement
    Delivery | Impact | Efficiency
    • What are the goals and objectives of the program?
    • Volume & efficiency
    • Capture all integrated efforts into reports
    • New content on site?
    • Launch of traditional media campaign
    • PR or News Events
    • Don’t just show stats… Show change!
    7/16/2010
    20
    What to Look For in the Data
  • Cross-Media Insights and Optimization
  • Audience Clarity & Targeting
  • Platform selection will either empower strategies or limit them
    Technology as Enabler of Insights and Actions
  • Flexible/Customizable Bidding Levers
    • ROAS-based bid rules and algorithms
    • Determines each keyword’s ideal position of maximum yield given ROAS, conversions, sales goals, etc.
    • Uniquely gathers real-time information across keywords – reacts to CTR, conv rate, revenue, and market changes to drive efficiency and scale
    • Path to conversion keyword/cross-media attribution modeling
    • Integration with Doubleclick , Atlas, CoreMetrics and other 3rd party technologies
    • Forecasting & Scenario Views/Models
  • Diminishing Returns Curve (Marginal ROI)
    Marginal ROI
    Profit
    Profit Curve Against Spend
    • See where you next $ is most effective (forecasting and scenario modeling)
    • Better clarity into budget allocation across channels and portfolios
    ROAS/Diminishing Returns Tools and Methods
  • Intelligent system adds profitable keywords to campaigns automatically
    • Semantic Algorithms to dynamically expand long-tail
    • Automatically expands original queries that convert
    • Unified Negative Management system ensures waste is reduced
    SEARCH PLATFORM
    Automatically adds
    “business inkjet 1000” as exact match
    In Search Platform
    Broad match:
    “inkjet”
    In Search Engine
    Original query:
    “business inkjet 1000”
    Resulting sale @
    OfficeDepot.com
    Sale: $38.99
    Real-time Levers To Drive Targeting & Efficiencies
  • Highly Relevant, Increase Quality Score & ROI + Massive Automation & Time Savings
    Product Attributes
    Promotion
    Inventory
    Category
    Price
    Brand
    Category = Power Drills
    Product type = Tools
    Brand = Bosch
    Promotion = 10% Off
    Price = $179
    Inventory = 3
    URL= 12345678
    Bosch Cordless Drill at Lowes®
    Shop for Bosch Drill and Bits
    10% Off $179 Only 3 Left!
    www.Lowes.com/Cordless_Drills
    Auto Keyword Expansion
    Brand
    Brand + Category
    Brand + Product Type
    Category
    Category + Product Type
    Category + Style + Product Type
    Deep linking
    www.lowes.com/Tools/Power Drills/12345678
    Inventory Optimization
    - Lower ROI by 20% if inventory above threshold
    - Raise ROI by 20% if inventory below threshold
    - Increase price by 20% if inventory below threshold
    Integrate product inventory to change bids, generate dynamic text ads, add new keywords and pause ad-groups automatically.
    Real-time Levers Beyond Bidding
  • Mar 18, 2010 11:57 AM
    Mar 21, 2010 2:05 AM
    Mar 23, 2010 5:00 PM
    Mar 23, 2010 5:02 PM
    Mar 23, 2010 5:03 PM
    Mar 24, 2010 1:38 AM
    Mar 24, 2010 9:25 PM
    Mar 26, 2010 3:54 AM
    $458
    Last Click Attribution? Share The Love…In Search
  • 1
    2
    3
    4
    Last Click Attribution? Share The Love…Out-of Search
  • 7/16/2010
    30
    Online to Offline Testing
    • Determine a baseline of sales activity in each market
    • Saturate paid search advertising in test markets
    • Go ‘dark’ in control markets
    • Test for 3-4 weeks; plus standard latency
    Test Markets
    • Big retailer = BIG PROJECT
    • Small shop = limited resources, may not have access to data
    • The data is only as strong as its weakest link – all your systems need to be strong
    • You want data – be prepared to embraced it - like it or not!
    31
    Online Marketing Drives Offline Sales
    • Technology is expensive, one technology doesn’t cover it all, humans still necessary
    • Media mix modeling requires buy-in from many different departments
    • Centralized databases = IT Queues & Prioritization
    • Online to Offline isn’t easy to prove, but could be the key to building your programs
    7/16/2010
    32
    Reality Check
    • Web analytics is the nerve center for online marketing measurement
    • Data-savvy e-marketers have a major advantage
    • Cross-channel analysis is necessary, including offline
    • Technology must speed decision process and enable action
    7/16/2010
    33
    What we can agree on…
  • Dawn Deal
    • Dawn.C.Deal@Lowes.com
    • DawnDeal
    Jeff Campbell
    • JCampbell@ResolutionMedia.com
    • CJeffCampbell
    34
    Thank You!
  • 35
    Thank You
    Visit
    www.onlinemarketingsummit.com
    for more information
    Follow us @OMSummit