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Понимание ценности всех этапов на пути к покупке Сандра Камачо (Sandra Camacho)

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Понимание ценности всех этапов на пути к покупке Сандра Камачо (Sandra Camacho)

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Понимание ценности всех этапов на пути к покупке Сандра Камачо (Sandra Camacho)

  1. 1. Valuing the Full Customer Journey April 17, 2014
  2. 2. Sandra Camacho Attribution Regional Product Expert, SEEMEA google.com/+SandraCamacho @sandramcamacho
  3. 3. TODAY’S CUSTOMERS LIVE INA BOUNDLESS, MULTISCREEN WORLD
  4. 4. MOST MARKETERS STILL OPERATE IN ASILOED WORLD SEO PAID SEARCH SOCIAL MEDIADISPLAY
  5. 5. convert last click ???? ???? MOST MARKETERS STILL OPERATE IN ALAST CLICK WORLD
  6. 6. IN COMESATTRIBUTION TO SAVE THE DAY! …ACTUALLY, WE’RE NOT QUITE THERE YET.
  7. 7. BREAKING DOWN SILOS PIECE TOGETHER THE FULL JOURNEY WITH WEB ANALYTICS
  8. 8. Desktop Search Store Visit Conversion ONLINE-TO-OFFLINE Mobile Search Conversion Desktop Search CROSS-DEVICE Conversion Generic Search Brand Search INTRA-CHANNEL DIFFERENT VIEWPOINTS MULTI-CHANNEL Display Search Conversion FOCUS ON INCREMENTAL CUSTOMER INSIGHTS
  9. 9. OPTIMALMEDIAMIX Find out what drives business value, attribute credit accordingly, and test hypotheses to maximize overall ROI MODEL AND EXPERIMENT
  10. 10. WHAT MARKETERS CAN DO TODAY
  11. 11. USE TECHNOLOGY TO MEASURE EVERYTHING
  12. 12. BEYOND CLICKSAND DIGITAL MEASURE INTENT, ENGAGEMENT, AND INTEREST – ONLINE & OFFLINE
  13. 13. ASSIGN CREDIT TO VALUABLE TOUCHPOINTS ACROSS FUNNEL
  14. 14. $1 Credit $1 Credit $0 Credit $0 100% MOVINGAWAY FROM THE LAST CLICK
  15. 15. 90 Days of History MOVING TOWARDS VALUING THE FULL JOURNEY ConvertClickClickImpression
  16. 16. LINEAR MODEL 33% 33%33% MOVING TOWARDS VALUING THE FULL JOURNEY $1 Credit $0.30 Credit $0.30 Credit $0.30
  17. 17. 20% 10% $1 Credit $0.60 Credit $0.20 Credit $0.10 60% MOVING TOWARDS VALUING THE FULL JOURNEY TIME DECAY MODEL
  18. 18. 20% 40% $1 Credit $0.40 Credit $0.20 Credit $0.40 40% MOVING TOWARDS VALUING THE FULL JOURNEY POSITION MODEL
  19. 19. B% A% $1 Credit $X Credit $X Credit $X C% MOVING TOWARDS VALUING THE FULL JOURNEY CUSTOM MODEL
  20. 20. RELY ON DATA TO FACILITATE DECISION MAKING
  21. 21. DATADRIVENATTRIBUTION LEARNS FROM YOUR DATA Search Email Likelihood of Purchase Display 3% Search Email Likelihood of Purchase 2% Increased likelihood of purchase by 50%
  22. 22. DATADRIVENATTRIBUTION ALGORITHM POWERED RECOMMENDATIONS Display EmailSearch $100 $30 $20 $50
  23. 23. VALIDATE HYPOTHESES THROUGH EXPERIMENTS
  24. 24. BOOST EXPOSURE OF CAMPAIGNS & KEYWORDS SUPPORTING CUSTOMER ACQUISITION OPTIMIZE BIDDING TO REWARD MEANINGFUL TOUCHPOINTS ACROSS CUSTOMER JOURNEY HELP MOVE UNDECIDED CUSTOMERS TO ACTION OR AVOID UNPROFITABLE ONES
  25. 25. DON’T LOSE SIGHT OF THE CUSTOMER
  26. 26. WHO ARE YOUR CUSTOMERS? HOW MANY DO YOU HAVE? HOW OFTEN DO THEY BUY? HOW MUCH DO THEY SPEND? COST? HOW MANY ARE NEW VS. RETURNING? DO THEY BUY ACROSS CATEGORIES? WHAT IS THEIR REPEAT BUYING RATE? HOW HAVE THESE CHANGED OVER TIME?
  27. 27. GOAFTER VALUABLE CUSTOMERS NEW CUSTOMER ACQUISITION & LOYALTY
  28. 28. USE INCREMENTAL INSIGHTS TO UNDERSTAND THE JOURNEY ITERATE ON OPPORTUNITIES FOCUS ON THE CUSTOMER
  29. 29. Thank you. google.com/+SandraCamacho @sandramcamacho

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