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AdRoll: Measuring Your Marketing Impact

Your customer journeys are complex, to say the least. From an array of online and offline channels across multiple devices, it's difficult to understand which initiatives actually move the needle toward conversion and revenue. Luckily today's technology enables marketers to better leverage attribution and demonstrate the impact of their efforts. In this presentation Bram de Jonge, Senior Account Relationship Manager, will walk you through key tactics for better and effective measurement.

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AdRoll: Measuring Your Marketing Impact

  1. 1. 1 Measuring Marketing Impact Bram de Jonge (NL) Senior Account Relationship Manager
  2. 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. 3 “Less than 10% of companies are capable of attributing holistically” Source: 9 May 2019
  4. 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. 5 Display Branding & Retargeting Desktop, mobile, native web Facebook, Instagram, Apps Dynamic behavioural e-mail Programmatic video
  6. 6. 6 Brands are not build on ugly visuals
  7. 7. 7 “Viewers retain 95% of a message when they watch it on video, compared to 10% when reading it in text” Source:
  8. 8. 8 Would you remember this product?
  9. 9. 9 Would you remember this product?
  10. 10. 10 In display, being seen matters... Making attribution a challenge
  11. 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:
  12. 12. 12 The new ‘normal’ shopping experience
  13. 13. 13 Shopping used to be linear…
  14. 14. 14 …but it no longer is! 56Average amount of touchpoints from first site visit to conversion * *Cisco
  15. 15. 15 …but it no longer is! 56Average amount of touchpoints from first site visit to conversion * *Cisco
  16. 16. 16 The evolution of marketing measurement
  17. 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. 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. 19 But we are stuck in the past…
  20. 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. 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. 22 How does this matter?
  23. 23. 23 The barriers to better measurement
  24. 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. 25 There are many platforms
  26. 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. 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. 28. 28 Internal alignment
  29. 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. 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. 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. 32 And a new mindset.
  33. 33. 33 Lack of expertise
  34. 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. 35 And know they need to adapt. Survey
  36. 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.
  37. 37. 37 Lack of resources
  38. 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. 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. 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. 41. 41 Wrong vendors
  42. 42. 42
  43. 43. 43 Data insights Control Creative freedom Do you have what you need?
  44. 44. 44 Locked in an old ecosysteem
  45. 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
  46. 46. 46 The winner takes it all
  47. 47. 47 Target site visitors with the highest probability to convert Target visitors with the highest probabilty to potentially convert.
  48. 48. 48
  49. 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. 50 Costs of setup of current tools
  51. 51. 51 Sunk costs Money that has already been spent and which cannot be recovered
  52. 52. 52 Lost opportunity
  53. 53. 53 Moving forward >>>
  54. 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. 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. 56 Better to lead the way than to follow far behind
  57. 57. 57 Thanks! Bram de Jonge (NL) Senior Account Relationship Manager