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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?
  • Transcript

    • 1. 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
    • 2. Online marketing is shifting from Broadcasting to “Narrowcasting.” Decisions are made in real-time…are you ready?
      • A core belief that data drives decisions
      • 3. Defined rigor for ongoing optimizations with technology at the center
      • 4. Custom models for audience segmentation
      • 5. Mining data for unseen patterns of success
      7/16/2010
      2
      The online marketing world is evolving…
    • 6. 3
      And expanding…
    • 7. 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
    • 8. 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
    • 9. 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
      • 10. Attitudinal Measurement
      • 11. Creative and Landing Page Testing
      • 12. Touchpoint Attribution
      • 13. Frequency Analysis
      • 14. Reach/Frequency Curves
      • 15. Optimization Models
      • 16. Integrated X-Platform Tracking
      • 17. Automated Alerts
      • 18. CTR
      • 19. Impressions Delivered
      • 20. CPC
      • 21. Clicks / # of Visits
      Competitive Advantage
    • 22. Data Collection & Aggregation
      7
    • 23. Stocks, Search, & Display
      Stocks
      Search
      Display
      Investment Managers
      Research, Insights, Intelligence
      “Campaign” Management Tools
      Inventory Platforms
    • 24.
      • Pixels everywhere!
      • 25. Different goals, different tracking methods
      • 26. Impression vs. click-based, latency periods
      • 27. Where is the data? Onsite, agencies, publishers, technology?
      9
      Data Aggregators & Tracking Methodologies
    • 28. Web Analytics: Centralized Tracking
      PPC Keyword Advertising
      Display
      Email Newsletters
      SEO (Natural), Referral Traffic
    • 29. 7/16/2010
      11
      Advantages of Centralization in WA
    • 30.
      • Web analytics spending is projected to reach +$950M by 2014
      • 31. Prevalence of free analytics solutions
      • 32. Expanded analytics services and integrations
      • 33. Forrester Research Web Analytics Model, March 2009 (US)
      Online Measurement has Recently Exploded
    • 34. 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
      • 35. Solution: pixel-less tracking or universal container tags
      • 36. Web Analytics isn’t always accurate
      • 37. Management of vendors/agencies is time consuming & difficult
      • 38. Legal issues with data appends
      • 39. Data centralization & measurement is hard!
      7/16/2010
      14
      Reality Check
    • 40. Marketers Recognize Their Own Limitations
      49% at or below average
      75%at or below average
      67%at or below average
    • 41. 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
      • 42. The challenge is—and will continue to be—made further complex by the vast volume of information generated by digital campaigns
      “Trackability” vs. “Accountability”
    • 43. Insights & Actions from Data
      17
      “Data is only as powerful as the actions taken from it”
    • 44. Dashboards, Dashboards, Dashboards
      7/16/2010
      18
    • 45. 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
    • 46.
      • What are the goals and objectives of the program?
      • 47. Volume & efficiency
      • 48. Capture all integrated efforts into reports
      • 49. New content on site?
      • 50. Launch of traditional media campaign
      • 51. PR or News Events
      • 52. Don’t just show stats… Show change!
      7/16/2010
      20
      What to Look For in the Data
    • 53. Cross-Media Insights and Optimization
    • 54. Audience Clarity & Targeting
    • 55. Platform selection will either empower strategies or limit them
      Technology as Enabler of Insights and Actions
    • 56. Flexible/Customizable Bidding Levers
      • ROAS-based bid rules and algorithms
      • 57. Determines each keyword’s ideal position of maximum yield given ROAS, conversions, sales goals, etc.
      • 58. Uniquely gathers real-time information across keywords – reacts to CTR, conv rate, revenue, and market changes to drive efficiency and scale
      • 59. Path to conversion keyword/cross-media attribution modeling
      • 60. Integration with Doubleclick , Atlas, CoreMetrics and other 3rd party technologies
      • 61. 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)
      • 62. Better clarity into budget allocation across channels and portfolios
      ROAS/Diminishing Returns Tools and Methods
    • 63. Intelligent system adds profitable keywords to campaigns automatically
      • Semantic Algorithms to dynamically expand long-tail
      • 64. Automatically expands original queries that convert
      • 65. 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
    • 66. 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
    • 67. 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
    • 68. 1
      2
      3
      4
      Last Click Attribution? Share The Love…Out-of Search
    • 69. 7/16/2010
      30
      Online to Offline Testing
      • Determine a baseline of sales activity in each market
      • 70. Saturate paid search advertising in test markets
      • 71. Go ‘dark’ in control markets
      • 72. Test for 3-4 weeks; plus standard latency
      Test Markets
    • 73.
      • Big retailer = BIG PROJECT
      • 74. Small shop = limited resources, may not have access to data
      • 75. The data is only as strong as its weakest link – all your systems need to be strong
      • 76. You want data – be prepared to embraced it - like it or not!
      31
      Online Marketing Drives Offline Sales
    • 77.
      • Technology is expensive, one technology doesn’t cover it all, humans still necessary
      • 78. Media mix modeling requires buy-in from many different departments
      • 79. Centralized databases = IT Queues & Prioritization
      • 80. Online to Offline isn’t easy to prove, but could be the key to building your programs
      7/16/2010
      32
      Reality Check
    • 81.
      • Web analytics is the nerve center for online marketing measurement
      • 82. Data-savvy e-marketers have a major advantage
      • 83. Cross-channel analysis is necessary, including offline
      • 84. Technology must speed decision process and enable action
      7/16/2010
      33
      What we can agree on…
    • 85. Dawn Deal
      • Dawn.C.Deal@Lowes.com
      • 86. DawnDeal
      Jeff Campbell
      • JCampbell@ResolutionMedia.com
      • 87. CJeffCampbell
      34
      Thank You!
    • 88. 35
      Thank You
      Visit
      www.onlinemarketingsummit.com
      for more information
      Follow us @OMSummit

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