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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

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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