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Predictive Marketing: Wie sich auktionsbasierte Werbung optimieren lässt

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Predictive Marketing: Wie sich auktionsbasierte Werbung optimieren lässt Niels Jensen | Client Services Director DACH © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
Meine Oma… © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
und Heute… © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
und Heute… © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
und Heute… © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
und Heute… 1 ― 155.520.000.000 © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
Predictive Marketing: Wie sich auktionsbasierte Werbung optimieren lässt! © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
Google und dann… © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
Tracking © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
Sales Funnel < IMG 1X1 > © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
Data Driven Abvertising © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
Modeling Drives Bid Decisions POSITION 1 Bid: $5.00 CTR: 4% POSITION 2 CPC: $4.51 Bid: $4.00 Clicks: 150 CTR: 3% CPC: $3.34 Clicks: 100 © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Click Forecasting © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Revenue Forecasting USER FLOW: AD AD MERCHANT TRANSACT IMPRESSIONS CLICKS CONVERSIONS CASH FLOW $CPC %CONVERSION $REVENUE ctr = clicks / impressions rpc = revenue /clicks cost = clicks * cpc profit = revenue - cost cpa = cost / conversions margin = profit / cost © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Modeling Provides Accurate Simulations EF’s robust predictive modeling enables advertisers to accurately forecast the impact of budget changes on conversions and key performance indexes. CPA My target Cost/Order is $600. What should my budget be and how $175.05 much revenue can I expect? $268.93 $351.10 $408.13 Lower Budget=$1,750/day $468.02 $511.32 Cost/Order=$468.02 $564.53 $601.18 $651.27 Current Budget=$3,500/day $695.73 Cost/Order=$695.73 $732.94 $760.38 $821.96 $827.33 Higher Budget=$5,250/day $907.59 Cost/Order=$907.59 $947.75 $996.20 $1,028.89 $1,053.01 $1,074.10 © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Data Driven Advertising & Predictive Modelling © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
Data Driven Advertising & Predictive Modelling © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
Predictive Marketing Platform CHANNEL SINGLE CONVERSION SEARCH DISPLAY TRACK PLATFORM 728x90 INTERACTIONS 300x250 468x60 & ATTRIBUTE Clear picture ADVERTISER VALUE of conversion events and BUDGET & DATA attribution of various media SOCIAL interaction X-CHANNEL MODELS … … DATA FEED BACK LOOPS ENABLES BETTER OPTIMIZATION © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Wer ist der Feind? © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
Saisonalität YoY © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
Saisonalität YoY © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22
Saisonalität © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
Saisonalität © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
Der Heilige Gral im Online Marketing © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
Cross Channel Attribution © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
Wie findet man den “Heiligen Gral”? MANAGE BID SEARCH SERVE TRACK DISPLAY Weekly Profit from Efficient 728x90 ATTRIBUTE Frontier 468x60 300x250 OPTIMIZE SOCIAL … PUBLISH Weekly Profit from … Rules-Based Tool SUPERIOR MULTI-CHANNEL TECHNOLOGY UNPARALLELED CAPABILITY OPTIMIZATION © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Predictive Marketing: Wie sich auktionsbasierte Werbung optimieren lässt

  • 1. Predictive Marketing: Wie sich auktionsbasierte Werbung optimieren lässt Niels Jensen | Client Services Director DACH © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
  • 2. Meine Oma… © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
  • 3. und Heute… © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
  • 4. und Heute… © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
  • 5. und Heute… © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
  • 6. und Heute… 1 ― 155.520.000.000 © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
  • 7. Predictive Marketing: Wie sich auktionsbasierte Werbung optimieren lässt! © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
  • 8. Google und dann… © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
  • 9. Tracking © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
  • 10. Sales Funnel < IMG 1X1 > © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
  • 11. Data Driven Abvertising © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
  • 12. Modeling Drives Bid Decisions POSITION 1 Bid: $5.00 CTR: 4% POSITION 2 CPC: $4.51 Bid: $4.00 Clicks: 150 CTR: 3% CPC: $3.34 Clicks: 100 © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 13. Click Forecasting © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 14. Revenue Forecasting USER FLOW: AD AD MERCHANT TRANSACT IMPRESSIONS CLICKS CONVERSIONS CASH FLOW $CPC %CONVERSION $REVENUE ctr = clicks / impressions rpc = revenue /clicks cost = clicks * cpc profit = revenue - cost cpa = cost / conversions margin = profit / cost © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 15. Modeling Provides Accurate Simulations EF’s robust predictive modeling enables advertisers to accurately forecast the impact of budget changes on conversions and key performance indexes. CPA My target Cost/Order is $600. What should my budget be and how $175.05 much revenue can I expect? $268.93 $351.10 $408.13 Lower Budget=$1,750/day $468.02 $511.32 Cost/Order=$468.02 $564.53 $601.18 $651.27 Current Budget=$3,500/day $695.73 Cost/Order=$695.73 $732.94 $760.38 $821.96 $827.33 Higher Budget=$5,250/day $907.59 Cost/Order=$907.59 $947.75 $996.20 $1,028.89 $1,053.01 $1,074.10 © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 16. Data Driven Advertising & Predictive Modelling © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
  • 17. Data Driven Advertising & Predictive Modelling © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
  • 18. Predictive Marketing Platform CHANNEL SINGLE CONVERSION SEARCH DISPLAY TRACK PLATFORM 728x90 INTERACTIONS 300x250 468x60 & ATTRIBUTE Clear picture ADVERTISER VALUE of conversion events and BUDGET & DATA attribution of various media SOCIAL interaction X-CHANNEL MODELS … … DATA FEED BACK LOOPS ENABLES BETTER OPTIMIZATION © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 19. Wer ist der Feind? © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
  • 20. Saisonalität YoY © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
  • 21. Saisonalität YoY © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22
  • 22. Saisonalität © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
  • 23. Saisonalität © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
  • 24. Der Heilige Gral im Online Marketing © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
  • 25. Cross Channel Attribution © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
  • 26. Wie findet man den “Heiligen Gral”? MANAGE BID SEARCH SERVE TRACK DISPLAY Weekly Profit from Efficient 728x90 ATTRIBUTE Frontier 468x60 300x250 OPTIMIZE SOCIAL … PUBLISH Weekly Profit from … Rules-Based Tool SUPERIOR MULTI-CHANNEL TECHNOLOGY UNPARALLELED CAPABILITY OPTIMIZATION © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 27. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.