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Rethinking Your Ad Spend: 5 Tips for intelligent digital advertising


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For those of us in charge of ad spend, we know there’s a lot of data to dig through - Google Adwords, DoubleClick, Facebook, LinkedIn, Bing, TubeMogul, Brightroll, etc. At any given time, you have dozens of ad campaigns running, all of which generate hundreds of thousands of events left to be analyzed and ROI to be proven.

Trying to make sense of all your data and attribute every channel’s impact to your marketing funnel can seem like an impossible task.

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Rethinking Your Ad Spend: 5 Tips for intelligent digital advertising

  1. 1. Presented by Rethinking Your Ad Spend: 5 tips for intelligent digital advertising
  2. 2. Verdensa Craig Vigor Business Value Consultant Digital Mouth Advertising Robert Pettee Co-Founder Today’s Speakers
  3. 3. Digital Mouth Advertising (15 min) Verdensa (15 min) Q&A (10 minutes) Today’s Agenda
  4. 4. • The recording will be sent to all webinar participants after the event. • Questions? Type them in the chat box & we will answer at the end • Posting to social? Use #ChartioMarketingROI What’s next?
  5. 5. The days of posting a sign and waiting for customers to knock on your door are all but over. Today’s marketing success is built on insightful, actionable data – even for offline channels like direct mail, print and radio. Marketing Data: What’s Possible, and Why it Matters Successful marketers are leveraging their ad spend to learn how & where to spend their next dollar.
  6. 6. Clean Data: Getting-Out What You Put-In Well targeted ads can easily track: •Demographics: age, gender, marital status, etc •Psychographics: interests, political views, social preferences •User-Behaviors: shopping habits, subscriptions, recreational habits •Geography: IP address, zip codes, city/state or “local area” using radii around a business location •Messaging: promotions, discounts, sales, and the imagery & verbiage that drive results The Trick: Label your ads according to who they target, put tracking info into the ‘destination URL’ of every ad and make sure you’ve got a web analytics platform that can capture that info, along with valuable website activities.
  7. 7. Getting Results: Define & Prioritize Your Goals Typical Goals: •Reach & Awareness – focus on unique reach & frequency •Drive Interaction – focus on interactions and CTR •Maximize Site Traffic - focus on CPC •Maximize Conversions or Sales – focus on CPA and Conversion Rate •Maximize ROI – focus on CPA, Revenue per Click, and Revenue per Conversion Consideration can be given to multiple goals, but one must take priority. Whatever your primary goal, make sure you have a way to monitor the appropriate metrics and map any “success event” back to the specific ad that drove that event.
  8. 8. Doing more of what works best, and less of what doesn’t is very intuitive in theory. In practice, it means complexity, attention to detail and a keen eye on statistical significance. It’s not easy, but it’s always worth doing. Follow the Data, It Doesn’t Lie.
  9. 9. With the sophisticated campaigns you can run, all the data that you can collect from digital marketing efforts on Google, Facebook, etc. it’s easy to get buried and lose sight of the business value and data driven decision making abilities. Dashboards for Actionable Business Value Digital Marketing Scenario:
  10. 10. Business Value Design Best Practices • Back to basics: Analytics deliver value by enabling better decisions • Tie metrics to the business reasons, business problems that need solving o Tie to the business strategy with a visual context o Analysis path to what people in a role need to make a business decision
  11. 11. Digital Marketing Dashboards Best Practices Compared to more traditional ‘Business System’ based BI: •Challenge is LESS of going to various business systems to acquire and integrate data •Challenge is MORE of filtering out all the data that is not relevant to your specific business focus Best Practice: Minimize the noise, focus on presenting the metrics with their context related to your defined business problem. Swimming through all the data is a Data Scientist exercise!
  12. 12. Digital Mouth Dashboards Business Decision Starting Points: (root of path through the data to get to decision points)  What's happening right now, is it on track? (mechanically getting the impressions in the right place at the right cost)  Analyzing inside the campaign to answer:  'What did I say‘  'Where did I say it‘  'Who did I say it to'
  13. 13. Digital Mouth Analysis Path: Flight Board
  14. 14. Analysis Path: Flight Summary
  15. 15. Analysis Path: Flight Route
  16. 16. Empowering anyone in a business to explore, transform and visualize their data – without any technical barriers
  17. 17. Q&A #ChartioMarketingROI Verdensa Craig Vigor Business Value Consultant Digital Mouth Advertising Robert Pettee Co-Founder