Paid Search Innovation - Jonathan Beeston

1,059 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,059
On SlideShare
0
From Embeds
0
Number of Embeds
123
Actions
Shares
0
Downloads
15
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Gives me insight into how channels interact and perhaps which channels help other channels and which get helped by others.. However, it does not tell me what is the allocation of budgets that will maximize my performance across channels…
  • 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 />blog.efrontier.com<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: blog.efrontier.com<br />Twitter: @efrontier; @searchbeest<br />19<br />

    ×