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Paid Search Innovation - Jonathan Beeston


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Paid Search Innovation - Jonathan Beeston

  1. 1. Search and other channels<br />Jonathan Beeston, Global Marketing Director<br />
  2. 2. Global presence<br />The biggest global performance marketers choose the Efficient Frontier platform<br /><ul><li>$1 Billion in annual online marketing spend under management
  3. 3. Working with 250 leading global marketers
  4. 4. Over 150 million active keywords
  5. 5. 5 Million bids set, 100+ million models processed daily
  6. 6. 50+ Full-time engineers, 40 Master’s Degrees, 7 PhD’s
  7. 7. 1 Patent granted, 6 patents pending</li></ul>@efrontier<br /><br />
  8. 8. Representative of global clients<br />TRAVEL<br />RETAIL & AUTOS<br />MEDIA<br />AGENCY & OTHER<br />FINANCE<br />
  9. 9. 3<br />“All models are wrong. Some are useful.”<br />George Box<br />
  10. 10. <ul><li>On average there are 4-6 touchpoints across before conversion</li></ul>What are users doing online?<br />
  11. 11. The problem with last click<br />5<br />£1,000<br />£2,000<br />
  12. 12. cross-Channel Optimisation<br />
  13. 13. Value distribution across touchpoints<br />Conversion<br />DirectWebsite<br />PaidSearch<br />PaidSearch<br />DisplayView<br />Facebook<br />0.2<br />0.2<br />0.2<br />0.2<br />0.2<br />1<br />
  14. 14. EF Event Attribution Models<br />1<br />Last<br />First<br />Equal<br />Last More<br />FirstMore<br />Custom<br />
  15. 15. Multi channel ATTRIBUTION: INSIGHTS<br />Changing attribution changes your budget allocation<br />Understand the impact before you make the change<br />Doesn’t really explain interaction effects between channels<br />What about time between interactions?<br />9<br />
  16. 16. What is Cross Channel Optimisation?<br />Problem<br />Determine the right way of spending across all media channels, accounting for interaction effects across channels to maximise my ROI.<br />Solution<br />Dynamically model all cross-channel interaction effects and apply optimisation algorithms to determine the correct media mix.<br />
  17. 17. Dynamically model <br />€<br />Facebook<br />BiddableDisplay<br />€<br />Budget<br />Bids<br />Budget: €€€€€€<br />Multiple Goals:(1) Max Revenue<br />(2) >10,000 Leads<br />€€<br /> SEM<br />€€€€<br /> TV<br />Cross Channel Modeling<br />Cross Channel OptimiSation: The Vision<br />
  18. 18. Cross Channel OptimiSation: Online<br />12<br />Total Marketing Budget: $12,000<br />
  19. 19. Search + offline<br />13<br />
  20. 20. Collect SEM and TV data<br />Determine Revenue attribution for the multi-point multi-channel funnel <br />Build TV Models<br />Build SEM models<br />Cross Channel Optimization using portfolio theory<br />Objective:<br />Given an overall budget, find the best way to bid across search and TV to get the maximum return for the advertising dollar. <br />Cross-channel Efficient Frontier<br />Search + tv<br />
  21. 21. How long does TV effect last?<br />Effect on SEM Clicks<br />Effect on TV Contact<br />TV Advertising has effect on both TV Contact and SEM Clicks<br />TV effects usually last for 4 weeks on TV Contacts and SEM Clicks<br />
  22. 22. Cross Channel Optimisation<br /><ul><li> Our models show that the optimal budget allocation of TV and SEM spend in July would have resulted in 5% lift.</li></li></ul><li>Press + search<br />Typically 6-7 weeks of improved search performance<br />17<br />
  23. 23. In summary<br />First pre-requisite: Unified Tracking Platform<br />Attribution is a partial solution<br />Attribution + Algorithmic Optimisation is the solution for answering the media mix question<br />This is a young field! There’s a long way to go!<br />18<br />
  24. 24. Thank you<br />Blog:<br />Twitter: @efrontier; @searchbeest<br />19<br />