Performance Marketing is broken. The world is becoming a black box driven by machine learning. A blueprint and a 7-step check list to fix it.

1. Performance
Marketing is broken.
A blueprint to fix it.

2. Who am I?

3. Advisor for Google’s own
equity fund Capital G.
Who am I…
Gianluca
Voted 2nd Most Influential
PPC Person in 2019.
Binelli

4. We’re the best* scientific performance marketing agency
Who is Booster Box...
* we are the best according to our mums and now that we’ve won an award as the Best small PPC agency in Europe, it’s official: mums are always right.
That’s quite a mouthful, but it’s just a way to say that we love
numbers and the scientific method.
We have been running wildly successful international Paid
and Brand Media Campaigns since July of 2016

5. Problems with
Performance
Marketing

6. 6

7. Sin 1: Relying on ROAS
ROAS is a broken metric
7
1

8. Why is ROAS a broken metric?
● Revenue, not Margins
● Does not include future transactions not Lifetime value
of existing customers

9. Sin 2: Luddism
Google is becoming a machine
learning driven black box, embrace
technology.
9
2

10. The world is becoming a black
box driven by machine learning

11. ● Highly accurate level of optimization
● Budgeting
● Manual Bidding
● Ad Copy Testing
● Shopping Optimization
● Keyword Selection
Human- driven
● Revenue
● Budgeting (eg CBO )
● Smart Bidding
● Responsive Ads
● Smart Shopping
● Keyword Selection
Machine-driven

12. Sin 3: Rely only on Google’s
Algorithms
They will soon be a commodity.
12
3

13. “When everybody is super, no one will be.”
Syndrome, The Incredibles

14. Algorithms are levelling down
the competition

15. Sin 4: Forget about Audiences
We are people, not keywords.
15
4

17. People, not keywords

18. Platforms are moving towards audiences

20. Sin 5: Don’t challenge the data
Platforms Silos claim the same
revenue.
20
5

21. 10$
25$
20$

22. 10$ 20$
25$
Platforms are siloed and claim
the same value

23. Sin 6: Rely on third party data
A meteor’s coming our way: cookie
restrictions
23
6

24. Google Warns Against
Blocking ‘Cookies’ entirely,
triggering Criticism
The Wall Street Journal
April 2019

26. A meteor’s coming our
way: cookie restrictions

27. Houston, we have a problem!
1. ROAS is Broken. Use Future Margin On Ad Spend instead
2. The world is a machine learning driven black-box. Embrace it
3. Algorithms are a commodity. The advantage is in what you feed them with
4. People, not keywords. Platforms are moving towards Audiences
5. Platforms Silos claim the same revenue. Break the silo in a unified view
6. A meteor’s coming our way: cookies restrictions. Move to first party data

28. The Solution

29. 3 steps to solve the challenges
1. Define Success
Step beyond ROAS and
optimize for future
contribution margin.

30. 3 steps to solve the challenges
1. Define Success
Step beyond ROAS and
optimize for future
contribution margin.
2. Connect Audience Data
to Platforms
Embrace machine-learning and
outsmart competition by feeding
algorithms with cookigeddon proofed
1st-party data.

31. 3 steps to solve the challenges
1. Define Success
Step beyond ROAS and
optimize for future
contribution margin.
3. Connect Business
Results to Platforms
Build a channel agnostic
source of truth
2. Connect Audience Data
to Platforms
Embrace machine-learning and
outsmart competition by feeding
algorithms with cookigeddon proofed
1st-party data.

32. How

33. Any online business
Acquisition Channels
(eg. FB, Organic,
Search, etc.)
Your Website Money in the Bank
Use first party data to make
acquisition smarter

34. A smart online business
Acquisition Channels
(eg. FB, Organic,
Search, etc.)
Your Website Money in the Bank

36. Conclusions

37. A 7 step checklist
1. Get the basics right: UTMs, GTM
2. Pick a database: BigQuery would do
3. Connect CRM data into your database (Funnel can help)
4. Connect Ad Platforms data into your database (Funnel can help)
5. Define your attribution model
6. Define your clustering
7. Push back your audience and LTV data into the Advertising
Platforms (eg API Connectors)

38. growth@boosterboxdigital.com