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Marc Hoeft — turning-your_marketing_data_into_revenue_through_technology

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  • 1. Turning  Your  Data  Into   Revenue  Through   Technology Marc  Hoeft   Commercial  Director  Germany
  • 2. Having  the  data...
  • 3. ...  and  acting  on  the  data!
  • 4. 4  Areas  of     Actionable  Data   to  Increase  Marketing  
 Profitability
  • 5. Creating  the  360  Degree  View  of  Your  Data
  • 6. Optimizing  Across  the  Portfolio  of  Performance  Ads
  • 7. Looking  at  Search  &  Social  Separately  Doesn’t  Tell  the  Full  Story ▪ Social  is  More  Likely  to  “Assist”  Sales  Made  in  Other  Channels   ▪ For  every  Social  click  resulting  in  a  purchase,  there  are  two  clicks  assisting   another  converting  channel Source:  Google  http://www.thinkwithgoogle.com/tools/customer-­‐journey-­‐to-­‐online-­‐purchase.html  
  • 8. ✓ Search-­‐>  Social:  Build  Custom  Audiences  based  off  Search  visits  to  your  website     ✓ “Retarget”  the  same  users  on  FB  with  nurturing  campaigns  to  bring  them  back     ✓ Social  -­‐>  Search:  Build  Google  Remarketing  lists  based  off  Social  visits   ✓ Use  RLSA  to  boost  Search  bids  based  on  visits  from  high  LTV  FB  audiences   Case: Search & Social Customer Journey Real-­‐life  example,   following  a  “buy  at&t   bundle”  Google  Search
  • 9. Focus  on  the  Customer,  Not  the  Channel   Target  Customer Customer  Intention Use the Strengths of Each Channel to Reach the Right Customer at the Right Time ?? “buy  black  running  shoes”   Social  Advertising • Audience targeting capabilities • Reach a specific audience based on demo, behavior, or customer characteristics • Use to Push advertising message to customers Search  Advertising • Intention targeting capabilities   • Reach customers based on their buying intentions at a specific moment in time   • Use to Pull customers into your advertising message   Female,  age  25-­‐35  who  has     purchased  shoes  in  the  past
  • 10. ✓ Search  Revenue  per  Click  is  Higher  When  Managed  with  Social     ✓ +  36%  higher  than  Search  campaigns  managed  independently     ✓ Search  Revenue  per  Conversion  is  Higher  When  Managed  with  Social     ✓ +  68%  higher  than  Search  campaigns  managed  independently   Is  Search  +  Social  Campaign  Integration  Worth  It? *  Source:  Marin  Software’s  Combining  the  Power  of  Search  and  Social  for  Exponential  ROI  report
  • 11. Break  Down  your  Channel  Silos SEARCH SOCIAL DISPLAY
  • 12. Measure  and  Optimize  Against  the  True  Value  of  Revenue Reporting & Analytics Optimization Campaign Management Offline LTV Returns Revenue 21
  • 13. The  REAL  Value  of  your  Online  Contacts • Tie  online  clicks  and  conversions  to  unique  transaction  or  customer  IDs   • Associate  lifetime  value  activities  back  to  keywords,  creatives,  etc.   • Track,  report  and  optimize  on  inbound  phone  calls   • Attribute  offline  conversions  to  digital  ad  spend  using  PII  (email,  address,  etc.)
  • 14. Case:  Phone  Call  Tracking • Challenges   o B2B  company  with  strong  sales  through  call   center   o Struggled  to  track  the  source  of  inbound  calls  to   specific  advertising  efforts   ! • Solution   o Integrated  call-­‐tracking  solution  Mongoose   Metrics,  with  Marin  to  provide  a  holistic  view  of   their  paid  search  program   o Utilizes  automated  bidding  to  align  bidding   strategy  with  campaign-­‐level  CPA  goals   ! • Results   o Increased  lead  volume  by  90%   o Decreased  CPA  by  43%
  • 15. Contextual  Data  to  Predict  Performance  
  • 16.  Actionable  Context  Data  for  Better  Decisions • Data  used  for  automated  Bidding...
 o Inventory  (Out  off  Stock,  Promotions  etc.)   o Competitor  Data  (Price,  Free  delivery  etc.)   o Weather  (home  delivery)   o Currency  Exchange  Rates   o TV  Ad  Spend  (games  company)
  • 17. 94303     LTV  $1037 Finding  the  Most  Valuable  Customers
  • 18. 94303     LTV  $1037 Finding  the  Most  Valuable  Customers
  • 19. 94303     LTV  $1037 Finding  the  Most  Valuable  Customers 94025     LTV  $963
  • 20. 94303     LTV  $1037 Finding  the  Most  Valuable  Customers 94025     LTV  $963 94303     LTV  $1037
  • 21. 94303     LTV  $1037 Finding  the  Most  Valuable  Customers 94025     LTV  $963 94301     LTV  $1033 94303     LTV  $1037
  • 22. Segment  Demographics
  • 23. Segment  Demographics AGE LTV 25-­‐35 -­‐12% 35-­‐45 +2% 45-­‐55 +10% 55-­‐65 -­‐6% 65+ +7%
  • 24. Segment  Demographics AGE LTV 25-­‐35 -­‐12% 35-­‐45 +2% 45-­‐55 +10% 55-­‐65 -­‐6% 65+ +7% AGE LTV 25-­‐35 -­‐8% 35-­‐45 +3% 45-­‐55 -­‐5% 55-­‐65 -­‐1% 65+ +8%
  • 25. Incorporating  Audience  Data Reporting & Analytics Optimization Campaign Management Gender Age Income Audience 21
  • 26. Connect Intention with Audience Data
  • 27. Fuel  Search  Remarketing • Utilize your search data as your custom intent data asset   • Remessage smart with customized messaging   • Streamline cross-channel messages for prospects (Social, Display, Site Optimization) “Luxury Travel” Search Keyword Remarketing Message “Cheap Travel” “20% Off!” “Award Winning Spa”
  • 28. Adjust  Bids  Based  on  Audience  Data • 12% uplift in generic query CTRs for Motor Insurance vs. standard campaigns • 7% reduction in CPCs across Motor Insurance vs. standard campaigns • 14% uplift in margin across the Insurance vertical equating to approximately £800K additional gross profit over a 12 month period New  Customer                        Existing  Customer
  • 29. Adjust  Messaging  based  on  Audience  Data Non-­‐member   Member
  • 30. Summary
  • 31. Marketing  Big  Data  is  
 a  Big  Challenge.
  • 32. It  is  difficult  without  the  
 right  strategy  and  tools.
  • 33. When  doing  it  right,
 You  will  find  Great  Results
  • 34. Thank You! ! e: mhoeft@marinsoftware.com t: @marchoeft