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Presented by James Yancey        October 17th, 2011
Intro to IgnitionOne        500+ Global Clients    $1B+ Digital Media Managed 150 employees in 7 global officesTrusted tec...
IgnitionOne’s Unique Three Step Method to        Closed Loop Search Optimization                A decade of behavioral sco...
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The only technology in the market that closes the loop by optimizing search based on 100% of your visitor data            ...
Fan Page: People coming directly from theFan Page to the websitePaid Click: People coming directly frompaid ads on Faceboo...
Percent New   Avg Time on           Avg Exit               Avg Score       Avg Page                      Users          Si...
Percent New   Avg Time on           Avg Exit               Avg Score       Avg Page                   Users          Site ...
Percent New       Avg Time on                    Avg Exit           Avg Score   Avg Page                   Users          ...
Percent New     Avg Time on                    Avg Exit         Avg Score   Avg Page                   Users            Si...
Percent   Avg Time                Avg Score                               Avg Page                     New       on Site A...
Avg Time              Avg Exit                         Avg Score    Avg Page                  on Site               Score ...
Contingency Analysis                               % of Return                                  Visits                    ...
Cost per Unit of                                                                                     Buying Propensity    ...
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Ignition One Presentation

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Ignition One Presentation

  1. 1. Presented by James Yancey October 17th, 2011
  2. 2. Intro to IgnitionOne 500+ Global Clients $1B+ Digital Media Managed 150 employees in 7 global officesTrusted technologies in use over 10 years 2 P r o p r i e t a r y & C o n f i d e n t i a l
  3. 3. IgnitionOne’s Unique Three Step Method to Closed Loop Search Optimization A decade of behavioral scoringCONNECT heritage from Netmining applied to search and display Eights years of search portfolioPERFORM optimization heritage from SearchIgniteCONVERT Proprietary cross channel attribution and scoring system fully built into the platform 3 P r o p r i e t a r y & C o n f i d e n t i a l
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  5. 5. The only technology in the market that closes the loop by optimizing search based on 100% of your visitor data 74 493 592 $22 500 377 611 20 $16 59 800 $18 18 23 $37 111 $18 90 80 103 $25 548 79 8 $16 72 $71222 364 $23 94 782 14 800 $44 5% Converters 40 204 $3 98 739 $11 $16 $5 84 321 $50 95% Non converters173 173 5 P r o p r i e t a r y & C o n f i d e n t i a l
  6. 6. Fan Page: People coming directly from theFan Page to the websitePaid Click: People coming directly frompaid ads on Facebook to the websiteViral Click: People coming directly from anyother Facebook page other than the FanPage or a paid advertisement to the website 6 P r o p r i e t a r y & C o n f i d e n t i a l
  7. 7. Percent New Avg Time on Avg Exit Avg Score Avg Page Users Site Score Delta ViewsFB Fan Page 74.1% 164 20 15 4FB Viral Link 69.5% 170 23 16 6FB Paid Click 84.0% 142 12 10 3 Paid Facebook ads were more effective than other sources at delivering new visitors to the site compared to other viral/organic sources. 7 P r o p r i e t a r y & C o n f i d e n t i a l
  8. 8. Percent New Avg Time on Avg Exit Avg Score Avg Page Users Site Score Delta ViewsFB Fan Page 74.1% 164 20 15 4FB Viral Link 69.5% 170 23 16 6FB Paid Click 84.0% 142 12 10 3 Viral Facebook sources delivered visitors who spent ~ 3 minutes on the site compared to organic and 28 more seconds compared to paid ads. 8 P r o p r i e t a r y & C o n f i d e n t i a l
  9. 9. Percent New Avg Time on Avg Exit Avg Score Avg Page Users Site Score Delta ViewsFB Fan Page 74.1% 164 20 15 4FB Viral Link 69.5% 170 23 16 6FB Paid Click 84.0% 142 12 10 3 The average exit score from the visit overall was nearly twice as effective when coming from organic/viral sources compared to paid ads. 9 P r o p r i e t a r y & C o n f i d e n t i a l
  10. 10. Percent New Avg Time on Avg Exit Avg Score Avg Page Users Site Score Delta ViewsFB Fan Page 74.1% 164 20 15 4FB Viral Link 69.5% 170 23 16 6FB Paid Click 84.0% 142 12 10 3 The average page views from visitors coming from organic/viral sources compared to paid was double. 10 P r o p r i e t a r y & C o n f i d e n t i a l
  11. 11. Percent Avg Time Avg Score Avg Page New on Site Avg Exit Score Delta ViewsFB Viral 69.5% 170 23 16 6FB Paid Click 84.0% 142 12 10 3Organic Search 67.4% 223 31 21 5Paid Search 70.1% 250 30 21 5 The average time spent on site from organic search compared to organic/viral Facebook was 25% greater. The average exit score of paid search ads versus paid Facebook ads was 60% greater. 11 P r o p r i e t a r y & C o n f i d e n t i a l
  12. 12. Avg Time Avg Exit Avg Score Avg Page on Site Score Delta ViewsNon FBRetargeting 244 87 19 5AdEx FBRetargeted 352 70 19 5 The average time spent on site from Facebook retargeted display compared to standard retargeted display was 30% greater. But, Non Facebook retargeting was more effective at driving buying propensity 12 P r o p r i e t a r y & C o n f i d e n t i a l
  13. 13. Contingency Analysis % of Return Visits Direct Facebook SearchNew Users FB Fan Page 29.3% 65.75% 19.18% 15.07% FB Viral 16.7% 52.02% 43.30% 4.67% FB Paid Click 32.7% 69.55% 7.82% 22.63% Organic Search 47.3% 42.16% 0.39% 57.46% Paid Search 45.0% 41.60% 0.15% 58.24% New Users from the Search Channel were more likely to return to the site. Users are very channel centric, they return from the first channel they experience. 13 P r o p r i e t a r y & C o n f i d e n t i a l
  14. 14. Cost per Unit of Buying Propensity Session Cost per Unit of adjusted by Return Tracked Buying Propensity VisitsPaid Search Ads 54997 $0.029 $0.065FB Ads 886 $0.026 $0.080Retargeting 5885 $0.014 Cost per Unit of Buying Propensity is nearly equivalent, but because FB Ad users return less frequently to complete their buying journey. As such, paid search remains 23.4% more effective at driving the user to conversion. 14 P r o p r i e t a r y & C o n f i d e n t i a l
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