Ebay presentation

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Check out Sebastian Gutierrez's presentation from his last Breakfast Networking by Pickevent

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  • Elizabeth is head of Marketing for a global fashion retailer with a chain of high street shops in 11 countries.Specializing in higher end fashion, the retailers core audience is women aged 25-45 years. With a department store presence as well as strong online proposition that generates £4 Billion in annual revenue.One of the things I say to marketers when they ask me what data-management platform [DMP] they should choose is, -‘What are your marketing objectives and goals?’" "This is still about marketing and about leveraging technology as that great enabler” to leverage data.Another pain point for retailers is understanding the path to conversion. “Beyond the Facebook Ad Exchange [FBX], email and search impressions, it’s,‘How do you actually activate that data and make decisions based on attributed conversions and not just last-click?’” Partner platforms like eBay Attribution “help you understand the fractional value of your conversion.”
  • Old channel execution technologies such as ad servers and media buying platforms provided reporting, relying on “last-click” results within their own silos, prolonging inefficiencies, and inevitably creating costly conflict. For years Elizabeth had looked to understand customer behaviors within channels, as if her customers were swimmers in clearly defined lanes.She would put campaigns in channels, measure the results, optimize them, and learn over time. It has worked in some ways for Elizabeth but really she was missing the picture and selling herself short with this approach.Because in reality, this is more like it.
  • Adoption of mobile devices, disruptive technologies, new channels, the key thing for marketers is to be able to understand how their interactions are influencing consumers. Elizabeth's Customers don’t neatly swim in lanes all the time. They can be all over the place. And their journeys can be very different. With the proliferation of new touch points & channels, the environment wasn’t getting easier for Elizabeth.She needed a new way of doing things, she needed to consolidate her Marketing Performance Data Across all channels to get a holistic view of her customers.
  • [Seb]Elizabeth Understood that by driving clarity across the entire customer journey, meant that she could prove the Return On Investment for each digital channel at the top, middle and end of the funnel.
  • [Seb]Elizabeth had to innovate. Innovation required change. Elizabeth realized how fast things had changed in her career, first from single channel, then to multichannel and cross channel, and now, to the latest's: omni-channel. Elizabeth noticed that to convert and retain the Omni-channel consumer, today’s digital marketers must continuously optimize budget allocation and marketing mix. You need actionable data with which to track the performance of your online campaigns and attribute credit effectively, taking into account the cross-channel interactions with individual consumers. In short, marketers must be agile.Omni-channel marketing is based on the concept of creating personalized, contextually relevant customer experiences across all the channels through which someone interacts with your brand. Like the marketing evolutions that came before it, omni-channel is a disruptive force that requires new organizational processes and tool-sets to support it.
  • At this point Elizabeth had no visibility of her customers journeys- she knew that customers interacted with various digital channels, she just didn’t know in what order, and how. In this example, the purchase path involves 5 different categories of marketing contacts, over 8 days.Her Marketing Budget was at risk, and the CMO had ordered to cut by 30% those channels that where not performing.
  • Attribution: Measurement of the value of each digital marketing contact that contributed to an outcome.Why ebay?Best in class- google, ebay. Product developments in product lines.Ebay data leverage- attractive.Ecommerce heritageR&D investment $2B MILLION
  • Elizabeth realised Its not only about tracking customer journeys, its about moving away from last click & assigning value to your marketing efforts before a conversion. Each one of her channel managers worked hard, and their roles where at risk with the budget cuts proposed by the CMO.With last click, only the last action or contact receives credit or value. Sarah appreciated that The Upper and Mid-funnel touch points receive no value for their contributions in encouraging a conversion.She was especially interested in measuring SOCIAL media engagement: as she wanted to understand if it helped to shape customer attitudes + perceptions throughout the journey.-----Customer’s journeys go through phases like awareness, consideration, intent, & purchase or conversion, over a period of time. Elizabeth was worried, because she had no visibility of the: The “introducer” who sets the customer off on their journey. “Influencers” who aid customers along the way & help to shape their attitudes + perceptions throughout the journey. ----
  • [Seb]Going back to our swimming analogy Elizabeth thought about it in a slightly different twist, rewarding the marketing contact in the last click or final position is likegiving a medal only to the anchor swimmer on a relay team. The starting swimmer & the swimmers in the middle legs play a huge role on a relay team – they certainly deserve to stand on the podium and they do.
  • Elizabeth went beyond last click, adopted advanced attribution assigning fractional value to touch points and channels. Each contributing touch point received a value according to a model.-----Unprofitable KeywordsApply Correct Value at Keyword Level and discovered that – this was actually a highly profitable keyword- Introducing her brand at the top of the funnel.
  • ElizabethsApproach to Marketing Analytics &Attribution
  • Elizabeth knew that Consolidating data from disparate sources was a key first step in the process. She needed a platform to pull information from her ad servers for the display channel,bid management platforms like Kenshoo and Marin, email service providers like e-Dialog, comparison shopping engines, affiliate marketing providers like PepperJam, natural traffic information as well through URL tracking / referring domains / There where many vendors she analyzed, the RFP process was long.Many provided integration services but Elizabeth wanted to go a step further, to anticipate future needs.She also envisioned pulling in conversion and purchase data as well as cost information to get at profitability.--------She also wanted a platform that was able to push attributed data back into channel execution systems like bid management platforms & media buying systems to help inform decisioning & optimize.
  • LAST CLICK, RULES BASED, algorithmicAfter having the data set available and integrated, she decided to apply models to assign value to marketing contacts at a very granular level, such as a display placement or a search keyword.Elizabeth wanted to have a permanent view of Last Ad attribution to help manage change in her organization and within her team.She then entered the even model, which democratically assigns value evenly across touch points. This allowed Sarah to learn from the data, and started understanding the first customer journeys. After 3 months of managing change internally in her organization, she went for an Algorithmic Approach, this she new will give her the real competitive advantage and put her organization in perspective with the evolving Marketing Industry.Under the Algorithmic: A statistical approach that objectively assigns value, Elizabeth was comfortable she had the best technology available in the industry.
  • what do I need to spend in total and per channel to do so as efficiently as possible
  • After implementing Advanced Attribution, and showing the results to the CEO, Sarah got promoted to being the companies Chief Marketing Officer- CMO.Elizabeth new that Marketers at other companies continue to manage marketing in swim lanes – measure it, optimize it within specific channels but with little regard to the cross-channel customer journey & cross-channel effects.
  • [Seb]The Challenge for Elizabeth: was Optimizing Digital Marketing Spend & Justifying her Marketing Budget to the CMO.For this, Elizabeth Needed to understand the value of each marketing channel & make the case for an increase.She needed to do all this in record time: this means in an agile way.
  • [Seb]Solution: Full-funnel attribution & optimization platformUnderstanding the Role of Each Channel in her Customer Journeys helped Elizabeth to consolidate data sources & execute reporting that incorporated multiple channels. Instead of relying on disjointed channel systems for reports that may all claim credit for a conversion. With Advanced Attribution, Elizabeth was able to get that single view, that source of truth, and de-dupe credit.At the same time, the consolidated view enabled Elizabeth to understand how each channel appeared in and contributed to purchase paths…and how each channel may influence the performance of other channels.-----
  • [Seb]
  • Best in class- google, ebay. Product developments in product lines.Ebay data leverage- attractive.Ecommerce heritageR&D investment $2B MILLION
  • Source: emarketer
  • Ebay presentation

    1. 1. @seguti
    2. 2. PROPRIETARY & CONFIDENTIAL 3
    3. 3. HOW DO I QUANTITATIVELY DRIVE CLARITY ACROSS THE ENTIRE CUSTOMER JOURNEY? @seguti PROPRIETARY & CONFIDENTIAL
    4. 4. “I must get smarter with my marketing”. “I must be agile”. @seguti PROPRIETARY & CONFIDENTIAL
    5. 5. -Marketing tactics that are regarded as “top of the funnel”, such as display advertising, are undervalued in their contribution to overall eCommerce sales-. Source: Forrester Research
    6. 6. CHALLENGE 1: SILOED MARKETING MEASUREMENT BASED ON THE LAST CLICK SOLUTION: IDENTIFY ROI FOR CHANNELS HER CUSTOMERS WHERE INTERACTING WITH HER BRAND. Search Affiliate DAY 1 DAY 8 Paid Search 100% Social Display Site Visit £200 © 2013 GSI Commerce Inc. | Confidential and Proprietary PROPRIETARY & CONFIDENTIAL 7
    7. 7. CHALLENGE 1: SILOED MARKETING MEASUREMENT BASED ON THE LAST CLICK ROI Measurement £200 Keyword CPC £1.00 Conversion Rate 4% ROAS 800% PROPRIETARY & CONFIDENTIAL £200 DAY 8 Revenue from Product Sale Paid Search 100%
    8. 8. -Paid search matters most for new customers. Email matters most for repeat customers.- Source: Forrester Research
    9. 9. OPTIMISING MARKETING SPEND IN AN OMNI-CHANNEL WORLD Attribution: Measurement of the value of each digital marketing contact that contributed to an outcome. PROPRIETARY & CONFIDENTIAL 10
    10. 10. -It is critical that eBusiness professionals consider the full path to a completed transaction-. Source: Forrester Research
    11. 11. CHALLENGE 2: MANAGING MARKETING SPEND ACROSS A DIVERSE RANGE OF MARKETING TOUCH POINTS. Search Display Affiliate Site Visit INTRODUCER Social Paid Search 100% DAY 8 DAY 1 SOLUTION: VALUING MARKETING TOUCHPOINTS THROUGHOUT THE CUSTOMER JOURNEY £200 INFLUENCER CLOSER © 2013 GSI Commerce Inc. | Confidential and Proprietary PROPRIETARY & CONFIDENTIAL 12
    12. 12. MEASURED IN SILO DAY 14 © 2013 GSI Commerce Inc. | Confidential and Proprietary PROPRIETARY & CONFIDENTIAL 13
    13. 13. CHALLENGE 3: PLAN MARKETING SPEND, EXECUTE AND TRACK THE INVESTMENT IMPACT ON CONSUMERS INTERACTION WITH THEIR BRAND. Display 17% Organic Search 13% £26 Site Visit INTRODUCER Affiliate 40% Social 8% Paid Search 22% £34 £80 £16 £44 INFLUENCER CLOSER Source: Forrester Research Source:Forrester Research © 2013 GSI Commerce Inc. | Confidential and Proprietary PROPRIETARY & CONFIDENTIAL DAY 8 DAY 1 SOLUTION: ADVANCED ATTRIBUTION 14
    14. 14. THE APPROACH TO MARKETING ANALYTICS & ATTRIBUTION
    15. 15. SINGLE SOURCE OF TRUTH Organic Search Paid Search Email Display 1st Party Cookie CSE Cancellations, Costs, POS, Order # etc Affiliate Mobile PROPRIETARY & CONFIDENTIAL Social
    16. 16. DIFFERENT MODELS FOR VALUATION Organic Search Display 0% 0% 0% 100% £ 25% 25% 25% 25% £ 40% 5% 35% 20% £ Email PROPRIETARY & CONFIDENTIAL Paid Search
    17. 17. OPTIMIZATION & PLANNING PREDICT INVESTMENT SCENARIO PLANNER
    18. 18. CHOSE SCENARIO TYPE BASED ON YOUR GOALS I have $1MM to spend. How to maximize my return? I need to get $10MM in revenue. How much channel spend? I need to get 10,000 conversations, conversions, opens, clicks. PROPRIETARY & CONFIDENTIAL 19
    19. 19. SCENARIO PLANNER: RESULTS • Configure results based on appropriate metrics (spend, revenue, profit, orders, ROAS) • Forecast at summary, channel + sub channel • Create multiple “what if’s” to determine best go forward plan • Forecasted + Actual data sets available • Day, Channel, Source, Campaign, Site, Placement • Spend, Impressions, Orders, Revenue, Gross Profit (+ calculated metrics) • Analyze via configurable dashboards + ad hoc reporting capabilities PROPRIETARY & CONFIDENTIAL 20
    20. 20. CHALLENGE: 1. Optimizing Digital Marketing Spend 2. Justifying Budget 3. Decreasing time & effort. © 2013 GSI Commerce Inc. | Confidential and Proprietary 22
    21. 21. SOLUTION: Create A Single View & Boosting Marketing Agility © 2013 GSI Commerce Inc. | Confidential and Proprietary 23
    22. 22. RESULTS: • • • • Revenue per order increased by 66% Increased conversion rate by 50% Increased return on ad spend by 20%. Annual digital spend budget £32MM to £47M © 2013 GSI Commerce Inc. | Confidential and Proprietary 24
    23. 23. PROPRIETARY & CONFIDENTIAL
    24. 24. ADVANCED TECHNIQUES FOR USER ACQUISITION eCommerce Product Marketing Sebastian Gutierrez EMEA Marketing Solutions eBay Enterprise www.ebayenterprise.com segutierrez@ebay.com @seguti
    25. 25. THE ACCURATE AND TIMELY UNDERSTANDING OF THE VALUE AND ROLE OF EACH CHANNEL IN THE MARKETING MIX HAS BECOME MISSION-CRITICAL FOR MARKETERS. PROPRIETARY & CONFIDENTIAL PRESENTATION TITLE, VERSION NAME 27

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