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All that marketers and advertisers want is to target their optimal audience, convert them and leverage data to do it more efficiently next time. Your future customers are out there and are clicks away from converting. But it’s not that simple.
In order to achieve this goal, marketers have to find their way through a complex maze of disparate offerings from dozens of companies, each with their own way of handling, reporting and managing data. And this slide only shows a fraction of the companies in the space. It’s amazing that anyone can navigate through this, no less produce optimal results.So, how did we get here?
We know that advertising industry does not need another acronym – but we want to suggest that this new one is the last acronym we hope marketers will needDMS
Solution: The DMS is a marketing imperativeHow do we propose to streamline the current technology? Marketers need a singular hub for reaching their audiences through online advertising. This hub is the Digital Marketing Suite. The DMS delivers 3 things for marketers:SIMPLIFIES CROSS-CHANNEL MANAGEMENTSimplifies and efficiencies of managing digital advertising across channels – one dashboard from which you can manage, track and optimize all digital media, operating off of one tag, one dashboard, and one interface for data.REVEALS ACTIONABLE INSIGHTS THROUGH INTEGRATIONDrives insights that can be used to improve marketing decisions – By centralizing campaign management and audience measurement across channels, the DMS can deliver insights that reveal how audiences are responding to different messages across channels, and automate those insights to improve cross-channel performance. This data should automatically feed into media optimization, so the platform can determine in real-time what message to deliver, in what channel and how much to pay for it. These insights can also help marketers make more informed decisions about budget allocation and marketing messaging. An example of this could be cross-channel attribution data – better understand the interplay between all of your media and how they can be optimized to deliver results rather than a narrow focus of last-click.IMPROVES PEFORMANCEDelivers better results from a marketer’s campaigns – The ultimate goal of a DMS is to drive better performance, and to do it more efficiently over time. It can do this by revealing where marketers are duplicating their ad spend, by predicting how something is likely to perform based on past history, and by offering unique insights based on integrated data. Insights and analytics platforms that are removed from optimization and performance-improvement capabilities aren’t sustainable as independent technologies – they will leave marketers stuck with spreadsheets. And efficiency is only a worthwhile endeavor if it drives better advertising performance, freeing up marketers and agencies to focus on more valuable, strategic initiatives.
Here’s what I think you’ll start to see in the next two years This vision is something that a number of companies in the space are working towards, some even calling themselves a Digital Marketing Suite. And while it’s an evolving idea, it’s something that exists today. Shameless plug here as we had the first named DMS at IgnitionOne (www.digitalmarketingsuite.com or iOne.com), and there are others like start ups DataXu and or behemoth Adobe who have their own take on where this is headed.
Here is an example of how we have help clientsChallenge: Digital an increasingly important revenue source - 70% of the resort’s bookings were made online up from 15% just 3 years earlierNo centralized online tracking to get an accurate depiction of each channel’s impact on conversionsSense that ROI was not fully optimized – Lack of insights led the brand to believe they were spending too much in the wrong areasSolution: Perform attribution analysis to understand the consumer journey across all channelsRecommend appropriate media mix model based on attribution learnings Utilize IgnitionOne technology to implement media recommendations, optimize ad spendResults:43% increase in revenue28% increase in bookings54% increase in ROI-14% decline in CPCs
Sis fri 1245 sponsored lunch ignition one
December 9, 2011
Annual Media Optimizated in iOne Platform 2 P r o p r i e t a r y & C o n f i d e n t i a l
Annual Revenue Generated for Clients 3 P r o p r i e t a r y & C o n f i d e n t i a l
Global Employees 4 P r o p r i e t a r y & C o n f i d e n t i a l
Client Turnover of Global Top 50 Clients in 2011 5 P r o p r i e t a r y & C o n f i d e n t i a l
Clients who use multiple IgnitionOne products 6 P r o p r i e t a r y & C o n f i d e n t i a l
Global FootprintAtlanta New York Tokyo London Singapore San Francisco Brussels Atlanta 7 P r o p r i e t a r y & C o n f i d e n t i a l
Core Services for Performance Marketers 8 P r o p r i e t a r y & C o n f i d e n t i a l
Core Services for Performance Marketers Search Social ONE Tag ONE Attribution ONE User Score Display 9 P r o p r i e t a r y & C o n f i d e n t i a l
MARKETER AUDIENCE 15 P r o p r i e t a r y & C o n f i d e n t i a l
PAID SEARCH DISPLAY ONSITE DATA EMAIL MANAGEMENT MANAGEMENT AD NETWORKS: DSPs: PLATFORMS PLATFORMS ATTRIBUTION & ANALYTICS VIDEO: DATA VERTICAL: AGGREGATORS SOCIAL MARKETER AD EXCHANGES: AUDIENCE TARGETED NETWORKS / AMPS: AFFILIATES MOBILE DATA SUPPLIERS TAG MANAGAMENT PERFORMANCE: SSPs:AD SERVERS:RICH MEDIA / DYNAMIC CREATIVE:VERIFICATION: 16 16 P r o p r i e t a r y & C o n f i d e n t i a l
M SP SEO PPC CPC CPM CPV CPA SEP DSP SMO ROS QPS TMC CPC CPM CPV CPA SEP SMO ROS QPS TM RON RTB DMP SSPPA SEP SMO DSP ROS QPS TM RON RTB DMP SSP SEM SP SEOOS QPS TM RON RTB DMP SSP SEM SP SEO PPC CPC CPM CPVB DMP SSP SEM SP SEO PPC MDSP CPC CPM CPV DSP CPA SESP SEM SP SEO PPC CPC CPM CPV CPA SEP SMO ROS QPS TM PPC DSP CPC CPM CPV CPA SEP SMO ROS QPS TM RONRTBPV CPA SEP SMO ROS QPS TM RON RTB DMP SSP SEM SP SEO DMSOS QPS TM RON RTB DMP SSP SEM SP SEO PPC CPC CPM CPVB DMP SSP SEM SP SEO PPC CPC CPM CPV CPA SEP SMO ROSP SEO PPC CPC CPM CPV CPA SEP SMO ROS QPS TM RON RTBPM CPV CPA SEP SMO DSP ROS QPS TM RON RTB DMP SSP SE P SMO ROS DSP QPS TM RON RTB DMP SSP SEM SP SEO PPCPS TM RON RTB DMP SSP SEM SP SEO PPC MDSP CPC CPM DSN RTB DMP SSP SEM SP SEO PPC CPC DSP CPM CPV CPA SEPSP SEM SP SEO PPC CPC CPM CPV CPA SEP SMO ROS QPS TMC CPC CPM CPV CPA SEP SMO ROS QPS TM RON RTB DMP SSPPV CPA DSP SEP SMO ROS QPS TM RON RTB DMP SSP SEM SP O ROS QPS TM RON RTB DMP SSP SEM SP SEO PPC DSP CPC P r o p r i e t a r y & 17 C o n f i d e n t i a l
18P r o p r i e t a r y & C o n f i d e n t i a l
DMSMARKETER AUDIENCE 19 P r o p r i e t a r y & C o n f i d e n t i a l
• Objective • Maintain a constant CPA whilst driving incremental volume• Challenge • Budget fluctuations • Volatile competitive market place • Varying target CPAs • Limited internal resource 21 P r o p r i e t a r y & C o n f i d e n t i a l
• Step 1: Collect data and identify correct attribution model• Step 2: Determine best practice setup• Step 3: Initiate automated forecasting and bidding fully tied to attribution data 22 P r o p r i e t a r y & C o n f i d e n t i a l
Results from reallocation of budget based on custom attribution setup and automated portfolio• 90% increase in budget• 12% decrease in aggregate CPA• Achieved across 90 days 23 P r o p r i e t a r y & C o n f i d e n t i a l
• Keyword ‘contract phones’ accounted for 33% of total spend in largest (by spend) portfolio• Portfolio allowed for greater number bid changes in volatile market• Upon implementation of daily automation keyword bid history on ‘contract phones’ showed fluctuations in CPC of 500% 24 P r o p r i e t a r y & C o n f i d e n t i a l
Resort Chain Lowers Costs,Increases Revenue 43% with IgnitionOneChallenge Solution • Digital’s impact 1 Perform Attribution analysis growing, increasingly important revenue source 2 Recommend Media Mix Model • No centralized tracking • Spend and ROI not fully 3 Optimize Search & Display optimized with IgnitionOne DMS Results 43% 28% 54% 14% Revenue Bookings ROI CPCs 26 P r o p r i e t a r y & C o n f i d e n t i a l