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Paid Search Innovation - Jonathan Beeston
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Paid Search Innovation - Jonathan Beeston

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  • Gives me insight into how channels interact and perhaps which channels help other channels and which get helped by others.. However, it does not tell me what is the allocation of budgets that will maximize my performance across channels…
  • Transcript

    • 1. Search and other channels
      Jonathan Beeston, Global Marketing Director
    • 2. Global presence
      The biggest global performance marketers choose the Efficient Frontier platform
      • $1 Billion in annual online marketing spend under management
      • 3. Working with 250 leading global marketers
      • 4. Over 150 million active keywords
      • 5. 5 Million bids set, 100+ million models processed daily
      • 6. 50+ Full-time engineers, 40 Master’s Degrees, 7 PhD’s
      • 7. 1 Patent granted, 6 patents pending
      @efrontier
      blog.efrontier.com
    • 8. Representative of global clients
      TRAVEL
      RETAIL & AUTOS
      MEDIA
      AGENCY & OTHER
      FINANCE
    • 9. 3
      “All models are wrong. Some are useful.”
      George Box
    • 10.
      • On average there are 4-6 touchpoints across before conversion
      What are users doing online?
    • 11. The problem with last click
      5
      £1,000
      £2,000
    • 12. cross-Channel Optimisation
    • 13. Value distribution across touchpoints
      Conversion
      DirectWebsite
      PaidSearch
      PaidSearch
      DisplayView
      Facebook
      0.2
      0.2
      0.2
      0.2
      0.2
      1
    • 14. EF Event Attribution Models
      1
      Last
      First
      Equal
      Last More
      FirstMore
      Custom
    • 15. Multi channel ATTRIBUTION: INSIGHTS
      Changing attribution changes your budget allocation
      Understand the impact before you make the change
      Doesn’t really explain interaction effects between channels
      What about time between interactions?
      9
    • 16. What is Cross Channel Optimisation?
      Problem
      Determine the right way of spending across all media channels, accounting for interaction effects across channels to maximise my ROI.
      Solution
      Dynamically model all cross-channel interaction effects and apply optimisation algorithms to determine the correct media mix.
    • 17. Dynamically model

      Facebook
      BiddableDisplay

      Budget
      Bids
      Budget: €€€€€€
      Multiple Goals:(1) Max Revenue
      (2) >10,000 Leads
      €€
      SEM
      €€€€
      TV
      Cross Channel Modeling
      Cross Channel OptimiSation: The Vision
    • 18. Cross Channel OptimiSation: Online
      12
      Total Marketing Budget: $12,000
    • 19. Search + offline
      13
    • 20. Collect SEM and TV data
      Determine Revenue attribution for the multi-point multi-channel funnel
      Build TV Models
      Build SEM models
      Cross Channel Optimization using portfolio theory
      Objective:
      Given an overall budget, find the best way to bid across search and TV to get the maximum return for the advertising dollar.
      Cross-channel Efficient Frontier
      Search + tv
    • 21. How long does TV effect last?
      Effect on SEM Clicks
      Effect on TV Contact
      TV Advertising has effect on both TV Contact and SEM Clicks
      TV effects usually last for 4 weeks on TV Contacts and SEM Clicks
    • 22. Cross Channel Optimisation
      • Our models show that the optimal budget allocation of TV and SEM spend in July would have resulted in 5% lift.
    • Press + search
      Typically 6-7 weeks of improved search performance
      17
    • 23. In summary
      First pre-requisite: Unified Tracking Platform
      Attribution is a partial solution
      Attribution + Algorithmic Optimisation is the solution for answering the media mix question
      This is a young field! There’s a long way to go!
      18
    • 24. Thank you
      Blog: blog.efrontier.com
      Twitter: @efrontier; @searchbeest
      19

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