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Chris Liversidge
QUERYCLICK
Using Machine Learning to Build
Audience-Led Analytics
@QueryClick / @Liversidge
http://www.sl...
2
3
• QueryClick is a challenger agency to traditional large
advertising groups servicing enterprise brands (i.e. boutique
d...
4
5
6
Sessions People
GDPR compliant(!) storage of all
digital marketing data for live
access and API usage.
Session-led,
Even...
7
spark.apache.org parquet.apache.org graphql.org/learn
+ / /
scikit-learn.org
8
Also: spark.apache.org/mllib/
9
10
Customer conversion path…
Re-Engagement
Factor (Dynamic
First Touch)
Purchase
Contribution Event
Purchase Proximity
(St...
11
12
20182017201620152014201320122011
13
Cost Per Conversion
comparison highlights
significant undervaluing
of generic activity in
existing Paid Strategy.
14
15
16
Predicted conversions…
17
18
Will
convert
Cohort
B =
Currently
Targeted
?
Remove Remarket
Cohort
A
Exiting
Funnel=
Existing
Customer
?
Email Offer
R...
19
20
21
22
Awareness Building
Re-Engagement
Purchase Preparation
Purchase
Post-Purchase
See
Think
Do
Care
Purchase
Contribution Ev...
23
-12% CoS
saving £1.1m
on UK Spend
Shift
Focus
High CPA
24
Nightly data
share for
automated
targeting.
25
Nine out of ten surveyed* say the lack of transparency in their programmatic ad campaigns is
because the ad buying plat...
26
27
28
☺
29
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Query click audience-led attribution brightonseo 18.04.18 cl v2.0

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QC's presentation @ BrightonSEO 2018, how to use machine learning to transform your session led data to audience led, run statistically significant attribution modelling, and reduce CPAs by +87%

Published in: Marketing
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Query click audience-led attribution brightonseo 18.04.18 cl v2.0

  1. 1. Chris Liversidge QUERYCLICK Using Machine Learning to Build Audience-Led Analytics @QueryClick / @Liversidge http://www.slideshare.net/Liversidge
  2. 2. 2
  3. 3. 3 • QueryClick is a challenger agency to traditional large advertising groups servicing enterprise brands (i.e. boutique digital strategy for high volume impact). • Our proprietary tooling offering allows us to drive high performance business results for our clients. • We operate in over 28 international markets and have over £1bn of client revenue under management. • Last year we delivered £366m uplift in organic revenues, and an average ROI of 12.1 for non-brand paid spend.
  4. 4. 4
  5. 5. 5
  6. 6. 6 Sessions People GDPR compliant(!) storage of all digital marketing data for live access and API usage. Session-led, Event data Machine learning maps sessions to customers and maps customers across CRM data. Transform Store
  7. 7. 7 spark.apache.org parquet.apache.org graphql.org/learn + / / scikit-learn.org
  8. 8. 8 Also: spark.apache.org/mllib/
  9. 9. 9
  10. 10. 10 Customer conversion path… Re-Engagement Factor (Dynamic First Touch) Purchase Contribution Event Purchase Proximity (Statistically derived) See Think Do Care
  11. 11. 11
  12. 12. 12 20182017201620152014201320122011
  13. 13. 13 Cost Per Conversion comparison highlights significant undervaluing of generic activity in existing Paid Strategy.
  14. 14. 14
  15. 15. 15
  16. 16. 16 Predicted conversions…
  17. 17. 17
  18. 18. 18 Will convert Cohort B = Currently Targeted ? Remove Remarket Cohort A Exiting Funnel= Existing Customer ? Email Offer Returning to Site ? Overlay Offer Next Ad Channel ? Add Remarket
  19. 19. 19
  20. 20. 20
  21. 21. 21
  22. 22. 22 Awareness Building Re-Engagement Purchase Preparation Purchase Post-Purchase See Think Do Care Purchase Contribution Event
  23. 23. 23 -12% CoS saving £1.1m on UK Spend Shift Focus High CPA
  24. 24. 24 Nightly data share for automated targeting.
  25. 25. 25 Nine out of ten surveyed* say the lack of transparency in their programmatic ad campaigns is because the ad buying platform is owned by their advertising agency.
  26. 26. 26
  27. 27. 27
  28. 28. 28 ☺
  29. 29. 29

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