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Measuring Marketing Impact
Bram de Jonge (NL)
Senior Account
Relationship Manager
2
“Half the money I spend on advertising is
wasted; the trouble is I don't know which half.”
John Wanamaker (1838 – 1922)
3
“Less than 10% of companies are
capable of attributing holistically”
Source:
9 May 2019
4
About AdRoll
37,000+
Ambitious brands use
AdRoll globally
Offices
San Francisco. New York.
Dublin. Sydney. London. Tokyo.
Chicago. Salt Lake City.
€200 Billion
Yearly revenue generated for
our clients
5
Display Branding & Retargeting
Desktop, mobile,
native web
Facebook,
Instagram, Apps
Dynamic
behavioural e-mail
Programmatic
video
6
Brands are not build on ugly visuals
7
“Viewers retain 95% of a message when they
watch it on video, compared to 10% when
reading it in text”
Source:
8
Would you remember
this product?
9
Would you remember
this product?
10
In display, being seen matters...
Making attribution a challenge
11
And half of this group is
responsible for
85%
of all display clicks
As easy interactions are scarce
16%
Of display impact is
generated via a click
Source:
12
The new ‘normal’
shopping experience
13
Shopping used to be linear…
14
…but it no longer is!
56Average amount of
touchpoints from first
site visit to conversion *
*Cisco
15
…but it no longer is!
56Average amount of
touchpoints from first
site visit to conversion *
*Cisco
16
The evolution of
marketing measurement
17
Marketeers want to change
Source:
Understanding the
customer journey
Optimising the digital
marketing mix
Justifying their digital
marketing spend
97%
94%
97%
Top 3 Marketer Priorities of Last Year
18
CLICK ERA KPI ERA IMPACT ERA
But we are stuck in the past…
1999-2008
Success solely
measured by clicks
Today/ future
Data driven attribution modelling,
cross channel analyses and
optimising towards incremental
impact.
2009-2018
View through impact
and multi-channel
touch points.
19
But we are stuck in the past…
20
… looking at oldfashioned data
60%
Of all global transactions
are digital
0%
Correlation between clicks
and revenue.
44%
Of companies use last-
click attribution
21
Although we have been given hints
“Confirmed lack of correlation
between clicks and conversion.”
“90% of people who buy your
products don’t click on your ads”
Leading the charge towards more
transparent measurement frameworks.
Centered Marketing Next 2017
event on going beyond last-click.
22
How does this matter?
23
The barriers to better
measurement
24
Technology is closing the gap
View- and click
data together
Complete
conversion paths
Cross channel
attribution
Rule-based model
comparison
Incremental, data-driven
attribution modelling
25
There are many platforms
26
Empowering you to
Assign credit
where it’s due.
In a multi-channel world,
you need to know the
monetary impact each
channel has on real
business goals.
Focus on the entire
customer journey.
Discover patterns across
devices, campaigns, and
channels to make smarter
marketing investments.
Evolve your
attribution model.
Customize the model,
assign credit to cyour
campaigns and look at
cross-channel reports to
track your ROI.
27
Barriers to success
Wrong vendors
Internal
alignment
Locked in an
old eco-system
Lack of
expertise
Costs of setup of
current tools
Lack of
resources
28
Internal alignment
29
The CFO must validate your impact.
If your marketing budget is tied to revenue,
then the CFO has skin in the game for how
marketing budgets are spent.
Marketing is a revenue driver,
not a cost center.
30
And measure impact like you
The “Old School”
measurement.
● Overall marketing
● Click through rate
● Brand awareness
● Interest
Where most
marketers are today.
● Campagne specific
● Click based
measurement
● Conversion Rate
● ROI, CPA, ROAS
Where marketers
are going.
● Best marketing mix
● Multi touch
measurement
● Incremental Revenue
● Lifetime Value
31
Change requires time
You need to align internal stakeholders
around a 6-12 month transformation
where costs seem high and benefits
seem intangible at first.
32
And a new mindset.
33
Lack of expertise
34
Tenured CMOs are endangered.
“Can’t link marketing to
financial performance.”
“Not broadening their
application to evolve.”
“Not digitally savvy or data-
centric enough.”
35
And know they need to adapt.
Survey
36
But have the wrong focus
Too focused on
short term goals
Too foused on operations
and not reveneue
Don’t have the right analytical tools
or insights and stick to the known.
Rely on instict
rather than data.
37
Lack of resources
38
Who sits on the money?
39%Of CFOs have confidence
marketing makes good
commercial decisions.
36%Of CFOs think marketing
should own stratic
financial decisions
7%Of CFOs are able to
quantify their return on
marketing spend
Source:
39
Do you have full buy-in?
61%Of CFOs have no confidence
marketing makes good
commercial decisions.
65%Of CFOs think marketing
should not own stratic
financial decisions
93%Of CFOs are not able to
quantify their return on
marketing spend
Source:
40
Build the CFO into your marketing.
Speak their language
Revenue, growth, and incremental return on investment are important. Don’t bother
metrics like clicks, CTR, CPA etc.
Use the triple triple “A” systeem.
"Build a common agenda, agree on what you can afford, and be accountable for results.”
Don’t shut off your creative side
Balance the need to speak their language with the creativity needed to create great marketing.
41
Wrong vendors
42
43
Data insights Control Creative freedom
Do you have what you need?
44
Locked in an
old ecosysteem
45
“Last click attribution leads to channels
serving ads to essentially already converted
prospects in order to get the credit.”
Source:
5 March 2015
46
The winner takes it all
47
Target site visitors
with the highest
probability to convert
Target visitors with
the highest probabilty
to potentially convert.
48
49
“The Last Click method creates competition
between publishers that in turn creates a race
to try and cheat the advertiser out of money.”
Source:
5 March 2015
50
Costs of setup of
current tools
51
Sunk costs
Money that has already been spent
and which cannot be recovered
52
Lost opportunity
53
Moving forward
>>>
54
We have seen 6 barriers to success
Wrong vendors
Internal
alignment
Locked in an
old eco-system
Lack of
expertise
Costs of setup of
current tools
Lack of
resources
55
You want to be ahead of the pack?
Outdated measurement
concepts need to be
dropped.
Technology is not the main
blocker, internal alignment is
critical.
Online shopping has
changed the customer
journey.
56
Better to lead the way
than to follow far behind
57
Thanks!
Bram de Jonge (NL)
Senior Account
Relationship Manager

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AdRoll: Measuring Your Marketing Impact

  • 1. 1 Measuring Marketing Impact Bram de Jonge (NL) Senior Account Relationship Manager
  • 2. 2 “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” John Wanamaker (1838 – 1922)
  • 3. 3 “Less than 10% of companies are capable of attributing holistically” Source: 9 May 2019
  • 4. 4 About AdRoll 37,000+ Ambitious brands use AdRoll globally Offices San Francisco. New York. Dublin. Sydney. London. Tokyo. Chicago. Salt Lake City. €200 Billion Yearly revenue generated for our clients
  • 5. 5 Display Branding & Retargeting Desktop, mobile, native web Facebook, Instagram, Apps Dynamic behavioural e-mail Programmatic video
  • 6. 6 Brands are not build on ugly visuals
  • 7. 7 “Viewers retain 95% of a message when they watch it on video, compared to 10% when reading it in text” Source:
  • 10. 10 In display, being seen matters... Making attribution a challenge
  • 11. 11 And half of this group is responsible for 85% of all display clicks As easy interactions are scarce 16% Of display impact is generated via a click Source:
  • 13. 13 Shopping used to be linear…
  • 14. 14 …but it no longer is! 56Average amount of touchpoints from first site visit to conversion * *Cisco
  • 15. 15 …but it no longer is! 56Average amount of touchpoints from first site visit to conversion * *Cisco
  • 17. 17 Marketeers want to change Source: Understanding the customer journey Optimising the digital marketing mix Justifying their digital marketing spend 97% 94% 97% Top 3 Marketer Priorities of Last Year
  • 18. 18 CLICK ERA KPI ERA IMPACT ERA But we are stuck in the past… 1999-2008 Success solely measured by clicks Today/ future Data driven attribution modelling, cross channel analyses and optimising towards incremental impact. 2009-2018 View through impact and multi-channel touch points.
  • 19. 19 But we are stuck in the past…
  • 20. 20 … looking at oldfashioned data 60% Of all global transactions are digital 0% Correlation between clicks and revenue. 44% Of companies use last- click attribution
  • 21. 21 Although we have been given hints “Confirmed lack of correlation between clicks and conversion.” “90% of people who buy your products don’t click on your ads” Leading the charge towards more transparent measurement frameworks. Centered Marketing Next 2017 event on going beyond last-click.
  • 22. 22 How does this matter?
  • 23. 23 The barriers to better measurement
  • 24. 24 Technology is closing the gap View- and click data together Complete conversion paths Cross channel attribution Rule-based model comparison Incremental, data-driven attribution modelling
  • 25. 25 There are many platforms
  • 26. 26 Empowering you to Assign credit where it’s due. In a multi-channel world, you need to know the monetary impact each channel has on real business goals. Focus on the entire customer journey. Discover patterns across devices, campaigns, and channels to make smarter marketing investments. Evolve your attribution model. Customize the model, assign credit to cyour campaigns and look at cross-channel reports to track your ROI.
  • 27. 27 Barriers to success Wrong vendors Internal alignment Locked in an old eco-system Lack of expertise Costs of setup of current tools Lack of resources
  • 29. 29 The CFO must validate your impact. If your marketing budget is tied to revenue, then the CFO has skin in the game for how marketing budgets are spent. Marketing is a revenue driver, not a cost center.
  • 30. 30 And measure impact like you The “Old School” measurement. ● Overall marketing ● Click through rate ● Brand awareness ● Interest Where most marketers are today. ● Campagne specific ● Click based measurement ● Conversion Rate ● ROI, CPA, ROAS Where marketers are going. ● Best marketing mix ● Multi touch measurement ● Incremental Revenue ● Lifetime Value
  • 31. 31 Change requires time You need to align internal stakeholders around a 6-12 month transformation where costs seem high and benefits seem intangible at first.
  • 32. 32 And a new mindset.
  • 34. 34 Tenured CMOs are endangered. “Can’t link marketing to financial performance.” “Not broadening their application to evolve.” “Not digitally savvy or data- centric enough.”
  • 35. 35 And know they need to adapt. Survey
  • 36. 36 But have the wrong focus Too focused on short term goals Too foused on operations and not reveneue Don’t have the right analytical tools or insights and stick to the known. Rely on instict rather than data.
  • 38. 38 Who sits on the money? 39%Of CFOs have confidence marketing makes good commercial decisions. 36%Of CFOs think marketing should own stratic financial decisions 7%Of CFOs are able to quantify their return on marketing spend Source:
  • 39. 39 Do you have full buy-in? 61%Of CFOs have no confidence marketing makes good commercial decisions. 65%Of CFOs think marketing should not own stratic financial decisions 93%Of CFOs are not able to quantify their return on marketing spend Source:
  • 40. 40 Build the CFO into your marketing. Speak their language Revenue, growth, and incremental return on investment are important. Don’t bother metrics like clicks, CTR, CPA etc. Use the triple triple “A” systeem. "Build a common agenda, agree on what you can afford, and be accountable for results.” Don’t shut off your creative side Balance the need to speak their language with the creativity needed to create great marketing.
  • 42. 42
  • 43. 43 Data insights Control Creative freedom Do you have what you need?
  • 44. 44 Locked in an old ecosysteem
  • 45. 45 “Last click attribution leads to channels serving ads to essentially already converted prospects in order to get the credit.” Source: 5 March 2015
  • 47. 47 Target site visitors with the highest probability to convert Target visitors with the highest probabilty to potentially convert.
  • 48. 48
  • 49. 49 “The Last Click method creates competition between publishers that in turn creates a race to try and cheat the advertiser out of money.” Source: 5 March 2015
  • 50. 50 Costs of setup of current tools
  • 51. 51 Sunk costs Money that has already been spent and which cannot be recovered
  • 54. 54 We have seen 6 barriers to success Wrong vendors Internal alignment Locked in an old eco-system Lack of expertise Costs of setup of current tools Lack of resources
  • 55. 55 You want to be ahead of the pack? Outdated measurement concepts need to be dropped. Technology is not the main blocker, internal alignment is critical. Online shopping has changed the customer journey.
  • 56. 56 Better to lead the way than to follow far behind
  • 57. 57 Thanks! Bram de Jonge (NL) Senior Account Relationship Manager