W jaki sposób i dlaczego warto zautomatyzować zakup mediów

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Prezentacja wygłoszona przez Tomasza Przybyłowicza, CEO Httpool Polska w trakcie pierwszej edycji Kongresu Marketing Automation w listopadzie 2013 roku w Warszawie.

Już 1-go grudnia 2015 zapraszamy na kolejną odsłonę Kongresu Marketing Automation. Toscani, Roleski, Brzoska i Przewięźlikowski. Szczegóły pod adresem http://www.marketingautomationcongress.com/

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W jaki sposób i dlaczego warto zautomatyzować zakup mediów

  1. 1. W jaki sposób i dlaczego warto zautomatyzować zakup mediów? Tomasz Przybyłowicz, CEO, Httpool Polska 1
  2. 2. W jaki sposób i dlaczego warto zautomatyzować zakup mediów ? Tomasz Przybyłowicz, CEO, Httpool Polska
  3. 3. Agenda • THE PROBLEM. • SOLUTION. • Cross Channel Attribution vs. last click • Main parts of “DMMP”. • “DMMP” is NOT perfect. • Clients
  4. 4. Digital Marketing Management Platform A centralized solution that allows the marketer to manage & optimize multiple channels (paid search, Facebook, display RTB, big data, etc.), run cross-channel attribution, and view all marketing analytics in a single place.
  5. 5. DMMP – what is it ? A centralized solution that allows the marketer to manage multiple channels, run cross-channel attribution, and view all marketing analytics in a DMMP single place. A DMMP can include other features such as on-site optimization and even proprietary RTB systems. A DMMP allows you to integrate your marketing mix, allowing for seamless management, optimization and reporting on media.
  6. 6. Cr. Ch. Attribution vs. last click – “last click” scores !! Ronaldo
  7. 7. Cr. Ch. Attribution vs. last click – “last click” scores BUT !! Bale Ronaldo Alonso Ramos Lopez
  8. 8. Cr. Ch. Attribution vs. last click – path to CONVERSION
  9. 9. Cr. Ch. Attribution vs. last click – CPA (“last click”)
  10. 10. Cr. Ch. Attribution vs. last click – CPA (Cross Channel Attribution)
  11. 11. Paid search bid management tool What it can do – key features: • Predictive Bid Optimization: Predict campaign performance in advance at different spend levels and optimize automatically, • Cross-Channel Tracking: Track and report on paid search, paid inclusion, SEO, display, affiliate or email, • Mobile Search: Optimize search campaigns for smartphones and tablets, • Landing Page Testing Tools: Improve conversions from leads who arrive at your site from advertising with our A/B landing page and creative testing tools.
  12. 12. Facebook bid management tool What it can do – key features: • CPC bid optimization on multiple ads at once, • Easier & faster ad creation, • One-click multiple campaign setup based on demo/socio/geographic criteria, • Quicker, more efficient optimization with graphical overview.
  13. 13. DMMP is NOT perfect. • Cookie deletion, • Accessing websites from multiple devices / computers, • Surfing in stealth mode, • Even the best software need a specialist (!).
  14. 14. Clients
  15. 15. Client’s opinion “Marketers need to stop thinking about advertising in terms of channels.” “Consumers don’t operate in silos.” Peter McDonough Chief Marketing and Innovation Officer, Diageo
  16. 16. Thank you. Tomasz Przybyłowicz, CEO, Httpool Polska

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