Online Marketing Summit<br />CHARLOTTE | JULY 16, 2010<br />Improving Online Marketing Performance:<br />Aspirations vs. R...
Online marketing is shifting from Broadcasting to “Narrowcasting.” Decisions are made in real-time…are you ready?<br /><ul...
 Defined rigor for ongoing optimizations with technology at the center
 Custom models for audience segmentation
Mining data for unseen patterns of success</li></ul>7/16/2010<br />2<br />The online marketing world is evolving…<br />
3<br />And expanding…<br />
7/16/2010<br />4<br />To reach the new consumer...<br />Radio<br />Video<br />Social<br />Media<br />IP TV<br />Rating<br ...
With no shortage of technologies<br />Ad-Servers, Rich Media Vendors & Dynamic Creative<br />Web Analytics<br />Attitudina...
And marketers vary in sophistication<br />LEVEL 3: PREDICTIVE ANALYSIS<br />What will happen?<br />LEVEL 2: ANALYSIS<br />...
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</li></ul>Competitive Advantage<br />
Data Collection & Aggregation<br />7<br />
Stocks, Search, & Display<br />Stocks<br />Search<br />Display<br />Investment Managers<br />Research, Insights, Intellige...
<ul><li>Pixels everywhere!
Different goals, different tracking methods
Impression vs. click-based, latency periods
Where is the data?  Onsite, agencies, publishers, technology?</li></ul>9<br />Data Aggregators & Tracking Methodologies<br />
Web Analytics: Centralized Tracking<br />PPC Keyword Advertising<br />Display<br />Email Newsletters<br />SEO (Natural), R...
7/16/2010<br />11<br />Advantages of Centralization in WA<br />
<ul><li>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)</li></ul>Online Measurement has Recently Exploded<br />
Third Party Data Providers<br /><ul><li>Multiple 3rd party data sources provide rich user attributes, used for both target...
Solution: pixel-less tracking or universal container tags
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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

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 &amp; 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 &amp; 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

    1. 1. Online Marketing Summit<br />CHARLOTTE | JULY 16, 2010<br />Improving Online Marketing Performance:<br />Aspirations vs. Reality<br />Dawn Deal, Jeff Campbell,Online Marketing Vice PresidentLowes.com Resolution Media<br />DawnDealCJeffCampbell<br />1<br />
    2. 2. Online marketing is shifting from Broadcasting to “Narrowcasting.” Decisions are made in real-time…are you ready?<br /><ul><li> A core belief that data drives decisions
    3. 3. Defined rigor for ongoing optimizations with technology at the center
    4. 4. Custom models for audience segmentation
    5. 5. Mining data for unseen patterns of success</li></ul>7/16/2010<br />2<br />The online marketing world is evolving…<br />
    6. 6. 3<br />And expanding…<br />
    7. 7. 7/16/2010<br />4<br />To reach the new consumer...<br />Radio<br />Video<br />Social<br />Media<br />IP TV<br />Rating<br />Sites<br />TV<br />Blogs<br />Search<br />Widget<br />Call<br />Center<br />OOH<br />In-Store<br />Consumer<br />Share<br />Interact<br />Inform<br />Connect<br />Awareness<br />Mobile<br />UGC<br />Email<br />Print<br />Virtual <br />Worlds<br />Games<br />Lead<br />Gen<br />Direct<br />Mail<br />Banner<br />
    8. 8. With no shortage of technologies<br />Ad-Servers, Rich Media Vendors & Dynamic Creative<br />Web Analytics<br />Attitudinal & Buzz<br />Site Optimization Tools<br />Authentication, Verification & Audience<br />Online Video & Mobile<br />
    9. 9. And marketers vary in sophistication<br />LEVEL 3: PREDICTIVE ANALYSIS<br />What will happen?<br />LEVEL 2: ANALYSIS<br />Intelligence<br />Why did this happen?<br />LEVEL 1: REPORTING<br />What happened?<br /><ul><li>Audience Delivery
    10. 10. Attitudinal Measurement
    11. 11. Creative and Landing Page Testing
    12. 12. Touchpoint Attribution
    13. 13. Frequency Analysis
    14. 14. Reach/Frequency Curves
    15. 15. Optimization Models
    16. 16. Integrated X-Platform Tracking
    17. 17. Automated Alerts
    18. 18. CTR
    19. 19. Impressions Delivered
    20. 20. CPC
    21. 21. Clicks / # of Visits</li></ul>Competitive Advantage<br />
    22. 22. Data Collection & Aggregation<br />7<br />
    23. 23. Stocks, Search, & Display<br />Stocks<br />Search<br />Display<br />Investment Managers<br />Research, Insights, Intelligence<br />“Campaign” Management Tools<br />Inventory Platforms<br />
    24. 24. <ul><li>Pixels everywhere!
    25. 25. Different goals, different tracking methods
    26. 26. Impression vs. click-based, latency periods
    27. 27. Where is the data? Onsite, agencies, publishers, technology?</li></ul>9<br />Data Aggregators & Tracking Methodologies<br />
    28. 28. Web Analytics: Centralized Tracking<br />PPC Keyword Advertising<br />Display<br />Email Newsletters<br />SEO (Natural), Referral Traffic<br />
    29. 29. 7/16/2010<br />11<br />Advantages of Centralization in WA<br />
    30. 30. <ul><li>Web analytics spending is projected to reach +$950M by 2014
    31. 31. Prevalence of free analytics solutions
    32. 32. Expanded analytics services and integrations
    33. 33. Forrester Research Web Analytics Model, March 2009 (US)</li></ul>Online Measurement has Recently Exploded<br />
    34. 34. Third Party Data Providers<br /><ul><li>Multiple 3rd party data sources provide rich user attributes, used for both targeting and campaign analytics</li></li></ul><li><ul><li>Pixels slow down (& crash!) websites
    35. 35. Solution: pixel-less tracking or universal container tags
    36. 36. Web Analytics isn’t always accurate
    37. 37. Management of vendors/agencies is time consuming & difficult
    38. 38. Legal issues with data appends
    39. 39. Data centralization & measurement is hard!</li></ul>7/16/2010<br />14<br />Reality Check<br />
    40. 40. Marketers Recognize Their Own Limitations<br />49% at or below average<br />75%at or below average<br />67%at or below average<br />
    41. 41. Online is trackable, but new challenges in technology and consumer behavior make it increasingly more difficult to be accountable<br /><ul><li>Current tools offer simple reporting that masks true insight and hinders sophisticated measurement
    42. 42. The challenge is—and will continue to be—made further complex by the vast volume of information generated by digital campaigns</li></ul>“Trackability” vs. “Accountability”<br />
    43. 43. Insights & Actions from Data<br />17<br />“Data is only as powerful as the actions taken from it”<br />
    44. 44. Dashboards, Dashboards, Dashboards<br />7/16/2010<br />18<br />
    45. 45. Key Performance Indicators (KPI’s)<br />Interaction Time<br />CTR = Click Through Rate<br />Post View<br />Clicks<br />Awareness<br />Time Spent<br />Bounce Rate<br />Impressions<br />Frequency<br />Latent<br />Buzz<br />Intent<br />eCPM = Effective Cost Per Thousand<br />Post Click<br />Views<br />Interaction Rate<br />Attributes<br />Engagement<br />Delivery | Impact | Efficiency<br />
    46. 46. <ul><li>What are the goals and objectives of the program?
    47. 47. Volume & efficiency
    48. 48. Capture all integrated efforts into reports
    49. 49. New content on site?
    50. 50. Launch of traditional media campaign
    51. 51. PR or News Events
    52. 52. Don’t just show stats… Show change!</li></ul>7/16/2010<br />20<br />What to Look For in the Data<br />
    53. 53. Cross-Media Insights and Optimization<br />
    54. 54. Audience Clarity & Targeting<br />
    55. 55. Platform selection will either empower strategies or limit them<br />Technology as Enabler of Insights and Actions<br />
    56. 56. Flexible/Customizable Bidding Levers<br /><ul><li>ROAS-based bid rules and algorithms
    57. 57. Determines each keyword’s ideal position of maximum yield given ROAS, conversions, sales goals, etc.
    58. 58. Uniquely gathers real-time information across keywords – reacts to CTR, conv rate, revenue, and market changes to drive efficiency and scale
    59. 59. Path to conversion keyword/cross-media attribution modeling
    60. 60. Integration with Doubleclick , Atlas, CoreMetrics and other 3rd party technologies
    61. 61. Forecasting & Scenario Views/Models</li></li></ul><li>Diminishing Returns Curve (Marginal ROI)<br />Marginal ROI<br />Profit<br />Profit Curve Against Spend<br /><ul><li>See where you next $ is most effective (forecasting and scenario modeling)
    62. 62. Better clarity into budget allocation across channels and portfolios</li></ul>ROAS/Diminishing Returns Tools and Methods<br />
    63. 63. Intelligent system adds profitable keywords to campaigns automatically<br /><ul><li>Semantic Algorithms to dynamically expand long-tail
    64. 64. Automatically expands original queries that convert
    65. 65. Unified Negative Management system ensures waste is reduced</li></ul> SEARCH PLATFORM<br />Automatically adds<br /> “business inkjet 1000” as exact match<br /> In Search Platform<br />Broad match:<br />“inkjet”<br /> In Search Engine<br />Original query:<br />“business inkjet 1000”<br />Resulting sale @<br />OfficeDepot.com<br />Sale: $38.99<br />Real-time Levers To Drive Targeting & Efficiencies<br />
    66. 66. Highly Relevant, Increase Quality Score & ROI + Massive Automation & Time Savings<br />Product Attributes<br />Promotion<br />Inventory <br />Category<br />Price<br />Brand<br />Category = Power Drills<br />Product type = Tools<br />Brand = Bosch<br />Promotion = 10% Off<br />Price = $179<br />Inventory = 3<br />URL= 12345678<br />Bosch Cordless Drill at Lowes®<br />Shop for Bosch Drill and Bits<br />10% Off $179 Only 3 Left!<br />www.Lowes.com/Cordless_Drills<br />Auto Keyword Expansion<br />Brand<br />Brand + Category<br />Brand + Product Type<br />Category <br />Category + Product Type<br />Category + Style + Product Type<br />Deep linking<br />www.lowes.com/Tools/Power Drills/12345678<br />Inventory Optimization<br />- Lower ROI by 20% if inventory above threshold<br />- Raise ROI by 20% if inventory below threshold<br />- Increase price by 20% if inventory below threshold<br />Integrate product inventory to change bids, generate dynamic text ads, add new keywords and pause ad-groups automatically.<br />Real-time Levers Beyond Bidding<br />
    67. 67. Mar 18, 2010 11:57 AM<br />Mar 21, 2010 2:05 AM<br />Mar 23, 2010 5:00 PM<br />Mar 23, 2010 5:02 PM<br />Mar 23, 2010 5:03 PM<br />Mar 24, 2010 1:38 AM<br />Mar 24, 2010 9:25 PM<br />Mar 26, 2010 3:54 AM<br />$458<br />Last Click Attribution? Share The Love…In Search<br />
    68. 68. 1<br />2<br />3<br />4<br />Last Click Attribution? Share The Love…Out-of Search<br />
    69. 69. 7/16/2010<br />30<br />Online to Offline Testing<br /><ul><li>Determine a baseline of sales activity in each market
    70. 70. Saturate paid search advertising in test markets
    71. 71. Go ‘dark’ in control markets
    72. 72. Test for 3-4 weeks; plus standard latency</li></ul>Test Markets<br />
    73. 73. <ul><li>Big retailer = BIG PROJECT
    74. 74. Small shop = limited resources, may not have access to data
    75. 75. The data is only as strong as its weakest link – all your systems need to be strong
    76. 76. You want data – be prepared to embraced it - like it or not!</li></ul>31<br />Online Marketing Drives Offline Sales<br />
    77. 77. <ul><li>Technology is expensive, one technology doesn’t cover it all, humans still necessary
    78. 78. Media mix modeling requires buy-in from many different departments
    79. 79. Centralized databases = IT Queues & Prioritization
    80. 80. Online to Offline isn’t easy to prove, but could be the key to building your programs</li></ul>7/16/2010<br />32<br />Reality Check<br />
    81. 81. <ul><li>Web analytics is the nerve center for online marketing measurement
    82. 82. Data-savvy e-marketers have a major advantage
    83. 83. Cross-channel analysis is necessary, including offline
    84. 84. Technology must speed decision process and enable action</li></ul>7/16/2010<br />33<br />What we can agree on…<br />
    85. 85. Dawn Deal<br /><ul><li>Dawn.C.Deal@Lowes.com
    86. 86. DawnDeal</li></ul>Jeff Campbell<br /><ul><li>JCampbell@ResolutionMedia.com
    87. 87. CJeffCampbell</li></ul>34<br />Thank You!<br />
    88. 88. 35<br />Thank You<br />Visit<br />www.onlinemarketingsummit.com<br />for more information<br /> Follow us @OMSummit<br />

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