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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%

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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
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  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.
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  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/
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  10. 10. 10 Customer conversion path… Re-Engagement Factor (Dynamic First Touch) Purchase Contribution Event Purchase Proximity (Statistically derived) See Think Do Care
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  12. 12. 12 20182017201620152014201320122011
  13. 13. 13 Cost Per Conversion comparison highlights significant undervaluing of generic activity in existing Paid Strategy.
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  16. 16. 16 Predicted conversions…
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  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
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  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.
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