Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Online Marketing Meetup ,Manchester

235 views

Published on

PushON hosted the first Online Marketing Meetup in Manchester on 3rd April at Manchester Digital Tech Incubator. Speakers included Ceri Francis from Music Magpie, Denise Maskew from United Utilities, Ben Wilkins from Regital and Gareth Hoyle from Marketing Signals. The meetup was sponsored by Run 2, with Richard Gregory compering,

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Online Marketing Meetup ,Manchester

  1. 1. OnlineMarketingMeetup Ecommerce. Delivered. 3rd April, 2019 MSP, Manchester Technology Centre Hosts: Richard Gregory https://www.richardgregory.co.uk/ Elena Williams, Sarah Wilding, Jonny Mangas, Lee Mason PushON Sponsored by #OnlineMarketingMeetupMcr @PushOnltd #OnlineMarketingMeetupMcr @PushOnltd
  2. 2. #OnlineMarketingMeetupMcr @PushOnltd Agenda Ecommerce. Delivered. 17:45-18:15 Attendee registration, welcome drink 18:15 Introduction from Richard Gregory 18:30 Ceri Francis, Music Magpie: Measuring Facebook 18:55 Denise Maskew, United Utilities: A Look At Marketing From Inside A Corporate Organisation 19:15 Food/Drinks 19:30 Ben Wilkins: The Revolution In Out Of Home 19:55 Gareth Hoyle: Driving Digital Clicks To Your Physical Bricks 20:15 Closing the event and Informal gathering, drinks Sponsored by
  3. 3. #OnlineMarketingMeetupMcr @PushOnltd Ceri Francis Music Magpie Ecommerce. Delivered. Sponsored by
  4. 4. Summary Defining the problem Briefly, on the Facebook Pixel Measurement options overview • Attribution window comparison • Promo codes in Ads • Regression analysis • A/B Testing • Facebook Marketing API • Bayesian structural time series Questions
  5. 5. Facebook Says: Campaigns are doing great
  6. 6. GA Says… Not so great.
  7. 7. Confusing the audience…
  8. 8. …which leads to trust issues
  9. 9. Unrelated Mark Zuckerberg Publicity Photo
  10. 10. Facebook Pixel: Common Problems No transaction IDs – and against TOS to send them?! Can’t validate the accuracy of pixel implementation Agencies with poor understanding of measurement add their pixel to the site Multiple pixels duplicate event based conversion reporting Non-specialists try multiple methods of implementation (e.g. dual implementation in Shopify, + a tag manager) Duplicate pixel triggers cause duplicate conversion reporting
  11. 11. Resource Cost Robust Results Regression Analysis “Look at the Pixel” & compare attribution windows Facebook Lift Analysis (Marketing API) Machine Learning (e.g. Bayesian approach) Audience Based A/B Testing Measurement Approaches Reliance on Facebook Platform Promotional codes in Ads
  12. 12. “Look at the pixel” – Attribution Comparison How it works 1. Customise columns in “Ad Manager” or “Ad Reporting” 2. Click window comparison and select as appropriate
  13. 13. “Look at the pixel” – Attribution Comparison Summary Advantages Disadvantages  Easy  Wholly relies on Facebook platform data  Allows closer comparison to other Display platforms attribution windows  If using for optimisation, more time consuming/ less efficient measurement  No cost
  14. 14. Promotion Codes in Ads 1. Setup promotion codes 2. Setup reports and calculate CoS, CPA etc. 3. If possible, automate How it works Campaign Spend Code Redemptions Revenue CPA CoS Campaign 1 £250 26 £1170 £9.61 21.4% Campaign 2 £150 21 £1203 £7.14 12.5%
  15. 15. Promotion Codes in Ads Advantages Disadvantages  No reliance on Facebook platform to track results  Dependence on customer recall of the code  Allows daily optimisation  Difficult to factor into multi-touch attribution models  Efficient and reliable method of measuring FB-only promos  Campaigns are incentivised so results cannot be generalised to non-promo activity  May require marketing budget for voucher codes Summary
  16. 16. Audience Based A/B Testing 1. Allocate significant portion of marketing spend over 1+ months to Facebook 2. Define two randomised audiences 3. Run campaign: pick which group to serve ads to, and exclude the other from targeting (“Treatment” below). 4. Evaluate results (typically frequentist t-test unless you have a statistician) once significance is reached How it works Test Group Facebook Reach Sales Revenue AOV Reach Estimated Conversion Rate Control 163,567 20,300 £701,568 £34.56 12.4% Treatment 158,392 18,700 £649,825 £34.75 11.8%
  17. 17. Audience Based A/B Testing Advantages Disadvantages  Analogous to CRM marketing testing when targeting existing customers  New customer acquisition less reliable as may require some reliance on Facebook reach metrics  Gives a view of the incrementality of Facebook beyond PV/PC attribution  Some problems including results in direct-response based attribution models Summary
  18. 18. Regression Analysis 1. Allocate significant portion of marketing spend over 1+ months to Facebook, in a low-variance period 2. Define two randomised audiences (optional, useful for high variance periods) 3. Analyse results once significant How it works
  19. 19. Regression Analysis Example Significant predictor @ 99% Explains 16% of variance Correlates strongly with orders Not significant predictor (<90%) Explains 7% of variance Correlates minimally with orders
  20. 20. Regression Analysis Summary Advantages Disadvantages Good solution for brands with fairly “static” sales trends Difficult to isolate Facebook performance when other variables at play, e.g. seasonality Gives a view of the incrementality of Facebook beyond PV/PC attribution Some problems including results in direct-response based attribution models Goes further than other methods to answer: “what should the FB budget be?”
  21. 21. Marketing API 1. Randomise customers into “cells” (test groups) 2. Include customers eligible to see ads in both groups 3. Facebook will measure outcomes in both groups 4. Significance and incremental lift are calculated How it works
  22. 22. Marketing API Summary Advantages Disadvantages  Best measure of eligible reached customers  Wholly activated within the Facebook platform  Combines statistical validity with accurate source data  High resource cost if done without assistance from FB  Easy reporting as all data held in Facebook  Can be run by FB AMs if spend is high enough, but then no view of result calculations  Gives a view of the incrementality of Facebook, including for offline sales
  23. 23. Marketing API https://developers.facebook.com/docs/marketing-api/guides/lift-studies - Facebook guide to lift studies “Designing Experiments to Measure Incrementality on Facebook” - Bryan Liu @ Asos, et al “A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook” - Brett R. Gordon Further Reading
  24. 24. Bayesian Approach (Causal Impact) 1. Add time-series predictors of measured KPI and determine time-series predictors of performance 2. Specify control group for use as a predictor (optional + dependent on situation) 3. Run test and pass results through the determined model to estimate the impact of the intervention(marketing campaign) in the post-period How it works 1. Adrian Colyer, https://blog.acolyer.org/2016/03/03/inferring-causal-impact-using-bayesian-structural-time-series-models/ 1 Campaign Period
  25. 25. Bayesian Approach (Causal Impact) Summary Advantages Disadvantages  Strongest prediction power of all listed methods  Resource cost very high  Additional insight into predictors for your business  Complex to setup and run  Requires a strong signal (often high spend) to be valid
  26. 26. Bayesian Approach (Causal Impact) Application of the method https://blog.acolyer.org/2016/03/03/inferring-causal-impact-using-bayesian-structural-time-series-models/ R Library by Kay Brodersen @ Google https://google.github.io/CausalImpact/CausalImpact.html Python Port (incomplete) by Jamal Senouci @ dunhumby https://github.com/jamalsenouci/causalimpact Further Reading
  27. 27. Questions?
  28. 28. Ceri Francis - Analytics Specialist https://uk.linkedin.com/in/cerifrancis https://twitter.com/ceri_francis_
  29. 29. #OnlineMarketingMeetupMcr @PushOnltd Denise Maskew United Utilities Ecommerce. Delivered. Sponsored by
  30. 30. Manchester Marketing Meetup A view from the inside Denise Maskew
  31. 31. How best to support each other ⊗ Live and breathe the brand ⊚ Take the time to understand the brand and the industry ⊚ … and take the time to teach us yours ⊗ Agree on deliverables, time frames, outcomes etc up front – and how to communicate when things change (on both sides 31
  32. 32. ⊗ Help us brief properly and understand the results we may see (with budget options) 32
  33. 33. ⊗ Understand how seemingly small changes can have big operational impacts ⊗ There is an art to keeping on top of us to deliver what we need to versus driving us up the wall with requests ⊗ When you pitch… don’t just send the A team, we want to meet the people we will be working with ⊗ Give us the confidence to be brave and less risk averse 33
  34. 34. And of course we are massively jealous you can wear jeans and use Macs…not just on Fridays 34
  35. 35. THANKS! Any questions? You can find me at: @denisemaskew Linkedin - denise-maskew
  36. 36. #OnlineMarketingMeetupMcr @PushOnltd Ben Wilkins Regital Ecommerce. Delivered. Sponsored by
  37. 37. Ben Wilkins Managing Director THE REVOLUTION IN OUT OFHOME
  38. 38. PROGRAMMATIC 101
  39. 39. WE NUDGE PEOPLE IN THE RIGHT DIRECTION
  40. 40. All screens are created equal..
  41. 41. …but some are bigger than others 76%More Eyecatching 2xMore Noticable 55%More Relevant PERSONALISED vs NON
  42. 42. LOCATIONMARKETING 2.0
  43. 43. LOCAL KNOWLEDGE AT SCALE
  44. 44. RADICAL CREATIVE POSSIBILITIES
  45. 45. MEASURED LIKE NEVER BEFORE
  46. 46. WHAT DOES THE FUTURE LOOK LIKE
  47. 47. OUTDOOR OPPORTUNISM
  48. 48. #gourmetmurderkitchen like a “bad dream” body shaming
  49. 49. ben@regital.com
  50. 50. #OnlineMarketingMeetupMcr @PushOnltd Gareth Hoyle Marketing Signals Ecommerce. Delivered. Sponsored by
  51. 51. #clickstobricks | @mrketingsignals | @search_magician
  52. 52. Driving Digital Clicks To Your Physical Bricks. #clickstobricks | @mrketingsignals | @search_magician
  53. 53. 01. 02. 03. Contents. Why the high street is still important. And always will be. Driving targeted footfall to your physical locations. Measuring success from your digital marketing spend. #clickstobricks | @mrketingsignals | @search_magician
  54. 54. Why the high street is still important. #clickstobricks | @mrketingsignals | @search_magician
  55. 55. In November 2018, pre-Christmas internet sales accounted for only 20% of retail spending in the UK. https://ons.gov.uk/
  56. 56. Figures for September 2018 show UK in-store sales declining 2.7% compared to September 2017. BDO’s latest High Street Sales Tracker (HSST)
  57. 57. The way we shop has changed. #clickstobricks | @mrketingsignals | @search_magician
  58. 58. The high street has changed. #clickstobricks | @mrketingsignals | @search_magician
  59. 59. Yet many activities still involve visiting a physical location. #clickstobricks | @mrketingsignals | @search_magician
  60. 60. #clickstobricks | @mrketingsignals | @search_magician High Street Gym/Fitness Centres Hairdressers/Salons Internet Cafes Restaurants
  61. 61. The high street is going to exist for a long time yet. #clickstobricks | @mrketingsignals | @search_magician
  62. 62. The challenge - Customer behaviours have changed. #clickstobricks | @mrketingsignals | @search_magician
  63. 63. #clickstobricks | @mrketingsignals | @search_magician
  64. 64. #clickstobricks | @mrketingsignals | @search_magician
  65. 65. #clickstobricks | @mrketingsignals | @search_magician Search... In-store Online Mobile Call Centre
  66. 66. • Unbranded Search • GDN • YouTube TrueView • App Promotion Ads • Video Ads • Call Only Ads • Branded Search • Shopping Ads • Local Inventory Ads • Customer Match • Dynamic Remarketing • Remarketing List • Reach & Frequency • Lookalike audiences • Video Ads • Website Traffic • Mobile App Installs • Lead Ads • Website Conversion • Dynamic Ads • Store Visits • Dynamic Ads • (Upsell & Cross-sell) Your Customer’s Journey. CurrentCustomers NewCustomers Awareness Consideration Buy Loyalty Advocacy • Customer Conversions • Custom Audiences #clickstobricks | @mrketingsignals | @search_magician
  67. 67. It is a tough trading environment. #clickstobricks | @mrketingsignals | @search_magician
  68. 68. Rents, tax rates and staffing is expensive. #clickstobricks | @mrketingsignals | @search_magician
  69. 69. Every £ needs to be invested carefully. #clickstobricks | @mrketingsignals | @search_magician
  70. 70. Every £ needs to be measured. #clickstobricks | @mrketingsignals | @search_magician
  71. 71. What gets measured gets managed. #clickstobricks | @mrketingsignals | @search_magician
  72. 72. #clickstobricks | @mrketingsignals | @search_magician
  73. 73. Driving footfall to your physical locations. #clickstobricks | @mrketingsignals | @search_magician
  74. 74. • Unbranded Search • GDN • YouTube TrueView • App Promotion Ads • Video Ads • Call Only Ads • Branded Search • Shopping Ads • Local Inventory Ads • Customer Match • Dynamic Remarketing • Remarketing List • Reach & Frequency • Lookalike audiences • Video Ads • Website Traffic • Mobile App Installs • Lead Ads • Website Conversion • Dynamic Ads • Store Visits • Dynamic Ads • (Upsell & Cross-sell) Your Customer’s Journey. CurrentCustomers NewCustomers Awareness Consideration Buy Loyalty Advocacy • Customer Conversions • Custom Audiences #clickstobricks | @mrketingsignals | @search_magician
  75. 75. Awareness Consideration Buy Before they go Whilst In-store
  76. 76. Before they go to the shops. #clickstobricks | @mrketingsignals | @search_magician
  77. 77. Online Market Research. #clickstobricks | @mrketingsignals | @search_magician
  78. 78. Reach a relevant audience by identifying interests and overlaying with demographics. Demographic & interest targeting. Interests Gender Age Range 21-42 Awareness Consideration Preference Buy Loyalty Advocacy
  79. 79. Reach a relevant audience by targeting specific job titles, functions and skills. Job title targeting. Awareness Consideration Preference Buy Loyalty Advocacy Job Title Industry Skills
  80. 80. All customers are NOT equal. 20% 60% 20% Non-Profitable Customers Profitable Customers Very Profitable Customers Numberofcustomers Time #clickstobricks | @mrketingsignals | @search_magician
  81. 81. #clickstobricks | @mrketingsignals | @search_magician
  82. 82. Location extensions on your search ads. Show them where the location is whilst they are searching online Awareness Consideration Preference Buy Loyalty Advocacy
  83. 83. Awareness Consideration Preference Buy Loyalty Advocacy Show adverts in the local map pack. Increase the visibility of your local business within Google Maps. The easiest way to the top of the map pack.
  84. 84. Awareness Consideration Preference Buy Loyalty Advocacy Drive store visits direct from PLA ads. Label adverts when the user can visit a store and see the physical product.
  85. 85. Awareness Consideration Preference Buy Loyalty Advocacy Local inventory listings from PLA ads. Let local users know that your shop has the items that they're looking for, at the moment they search.
  86. 86. Physical customers can be encouraged to mention the store they visited in their online review. Adds another layer of trust to influence others to visit. QR code on a receipt and a voucher? Online reviews via physical customers Awareness Consideration Preference Buy Loyalty Advocacy
  87. 87. Whilst they are at the shops. #clickstobricks | @mrketingsignals | @search_magician
  88. 88. #clickstobricks | @mrketingsignals | @search_magician
  89. 89. #clickstobricks | @mrketingsignals | @search_magician
  90. 90. Direct the user straight to a phone call, skipping the website visit. Also show the physical location to drive footfall Click to call ads. Awareness Consideration Preference Buy Loyalty Advocacy
  91. 91. Encourage footfall into your local business with a specific message or offer within your Google Maps listing. Promoted pins. Awareness Consideration Preference Buy Loyalty Advocacy
  92. 92. Local awareness ads. Reach Facebook and Instagram users who are within a certain radius to drive footfall to your physical locations. Awareness Consideration Preference Buy Loyalty Advocacy
  93. 93. Reach Facebook and Instagram users who are currently at a certain location by dropping a pin on the precise coordinates of the physical location. One of the most under used tactics in most campaigns. Social pin drops. Awareness Consideration Preference Buy Loyalty Advocacy
  94. 94. Minimum targeting = 1KM Laser target users. Awareness Consideration Preference Buy Loyalty Advocacy
  95. 95. Minimum targeting = 1KM Add exclusion zones to the mix... Minimum targeting = your house! Or A competitor's business. Or an event you are attending where your potential clients may be. Laser target users. Awareness Consideration Preference Buy Loyalty Advocacy
  96. 96. Here is the beautiful end result. Run special offers - Maybe use a rival business name as the voucher code. Perfect to steal competitor and drive local footfall Laser target users. Awareness Consideration Preference Buy Loyalty Advocacy
  97. 97. Give users a reason to visit your locations. #clickstobricks | @mrketingsignals | @search_magician
  98. 98. #clickstobricks | @mrketingsignals | @search_magician
  99. 99. #clickstobricks | @mrketingsignals | @search_magician
  100. 100. #clickstobricks | @mrketingsignals | @search_magician
  101. 101. #clickstobricks | @mrketingsignals | @search_magician
  102. 102. Measuring Success. #clickstobricks | @mrketingsignals | @search_magician
  103. 103. Ad platforms provide us with tools. Offline Conversion Tracking / Store Visits Report (GA) Customer data must be shared. #clickstobricks | @mrketingsignals | @search_magician Offline Event Tracking
  104. 104. #clickstobricks | @mrketingsignals | @search_magician
  105. 105. Ad platforms provide us with tools. 1. A logged-in Google/Facebook user clicks on a search/social ad before visiting store. 2. Customer information gathered via loyalty scheme, product activations or e-receipts. 3. Transaction data with associated customer data is uploaded to Google Ads/Facebook. 4. Transaction data is matched with search/social ad click from logged-in user. Instore Purchase Attribution #clickstobricks | @mrketingsignals | @search_magician
  106. 106. Customer match needed We only get a positive result if the data we collect matches what the ad platforms hold. Most people only have 1 email address and phone number.
  107. 107. #clickstobricks | @mrketingsignals | @search_magician
  108. 108. Key identifiers to collect. Email Address Telephone Number Customer Number #clickstobricks | @mrketingsignals | @search_magician
  109. 109. Voucher generated online to be used offline. #clickstobricks | @mrketingsignals | @search_magician
  110. 110. Some food for thought….. Would it be worth offering a voucher code in store in order to track those customers who are “showrooming” you? #clickstobricks | @mrketingsignals | @search_magician
  111. 111. Loyalty cards work. People love free stuff. #clickstobricks | @mrketingsignals | @search_magician
  112. 112. e-Receipts. Use the “green” angle and help save the planet. Easy and non-obtrusive method of data collection. Can be used in a variety of different high street settings. No guarantee they give you their correct email address.
  113. 113. Follow up contact. More convenient for the customer to be reminded. Grants permission to contact them with special offers and discounts. Easy and non-obtrusive method of data collection. Very high chance they will give you the correct details.
  114. 114. You are giving the customer something in exchange for data Grants permission to contact them - cross sell products. Easy and non-obtrusive method of data collection. No guarantee they give you their correct email address. Offer free Wifi.
  115. 115. Attribute footfall in your real world locations to online marketing activity. Too many privacy concerns for this to work at the moment. Beacon project. Awareness Consideration Preference Buy Loyalty Advocacy
  116. 116. It is not an easy journey. #clickstobricks | @mrketingsignals | @search_magician
  117. 117. It is not an easy journey. #clickstobricks | @mrketingsignals | @search_magician
  118. 118. I hope I have taught you all at least 1 thing today. Download this presentation: http://seo.im/clickstobricks @mrketingsignals | @search_magician
  119. 119. #OnlineMarketingMeetupMcr @PushOnltd OnlineMarketingMeetup Ecommerce. Delivered. Thank You! We look forward to seeing you next time! Sponsored by

×