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• Pulling Togetherstyles
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Cross-Channel
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pulling together your

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CROSS-CHANNEL
MARKETING
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a bit about us
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to succeed, modern marketers must
increasingly…
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–Becom...
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– Second level
• Third level
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contrary to popular belief,
last-click is the living dead
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LAST-CLICK ATTRIBUTION

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Using advanced attribution to…

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descriptive model approach to advanced
attribution
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“Data Driven A/B
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10.0%

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Conversion
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Channel

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providing insights and clarity to crosschannel performance
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using attribution to fuel predictive
optimization
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accounting for diminishing returns
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Maximum
Marginal
Return

Maximum
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optimal investment across and within
channels
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Evaluating Scenarios
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driving greater ROMI
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Value Drivers

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Display eCPA

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Overview of MSM
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• One of the UK’s largest
• price comparison websitesstyles
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Why change our view?
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Display Impression

Organic Click

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How we changed our view?
Arbitrary Models

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50%
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Challenges in Changing Our Approach

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Business Acceptance
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Calibration and data
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Opportunities
Today

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Future

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TV /

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Pulling together your cross channel marketing pieces

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Taking your marketing performance to the next level requires pulling all the pieces together to get greater clarity on performance, within and across channels. This is where an advanced attribution solution can be of help. Learn how the UK’s leading price comparison website, Moneysupermarket.com, plans to leverage these capabilities to drive big results.

Published in: Business, Technology
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Pulling together your cross channel marketing pieces

  1. 1. Click to edit Master title style • Pulling Togetherstyles Click to edit Master text Your – Cross-Channel Second level Marketing Pieces Via Advanced • Third level Attribution – Fourth level » Fifth level Casey K Carey Chief Marketing Officer – Adometry
  2. 2. Click to edit Master title style pulling together your • Click to edit Master text styles CROSS-CHANNEL MARKETING – Second level • Third level – Fourth level » Fifth level via advanced attribution 2 #Engage13
  3. 3. a bit about us Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Casey Carey Chief Marketing Officer @caseycarey Ben Sidebottom Head of Media Systems #Engage13
  4. 4. to succeed, modern marketers must increasingly… Click to edit Master title style • Click to edit Master text styles –Become level Second data-driven, • Third level Understand the customer journey, Be multi-channel in approach, but it has become more complex. but organize and measure in silos. – Fourth level » Fifth level but there is a data deluge. #Engage13
  5. 5. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level #Engage13
  6. 6. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level last-click, the attribution zombie
  7. 7. contrary to popular belief, last-click is the living dead Click to edit Master title style • Click to edit Master text styles – Second level Digital makes it possible to measure everylevel • Third touchpoint – Fourth level Attribution makes » Fifth level the connection to ROMI 54% 14% 42% of marketers use last click attribution… consider last-click to be “very effective”… are unsure which attribution approach they should use… Source: eConsultancy, Marketing Attribution, Valuing the Customer Journey, 2012 #Engage13
  8. 8. Click to edit Master title style LAST-CLICK ATTRIBUTION • Click to edit Master text styles • • • • – Second level • Third MYOPIA CHANNEL level – Fourth level INEFFICIENT SPEND » Fifth level LOWER PERFORMANCE UNREALIZED POTENTIAL
  9. 9. Using advanced attribution to… Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level …understand the true connection between marketing and results. 9
  10. 10. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level #Engage13 #Engage13
  11. 11. descriptive model approach to advanced attribution Click to edit Master title style “Data Driven A/B • Click to edit Master text styles Testing” – Second level • Third level – Fourth level » Fifth level 10.0% Conversion Rate 6.5% Conversion Rate #Engage13
  12. 12. Click to edit Master title style 10.0% • Click to edit Master text styles Conversion Rate – Second level Channel – Campaign Fourth level + Recency » + Frequency Fifth level + Recency Site + Frequency + Recency Placement + Frequency + Recency Creative + Frequency + Recency Specificity Confidence • Third level + Frequency Hierarchical Bayesian Shrinkage • A principled statistical approach to data sparsity • Each weight is derived from confidence weighted average of weights at different levels of granularity #Engage13
  13. 13. providing insights and clarity to crosschannel performance Click to edit Master title style • Click to edit Master text styles – Second level • Third level Attribution – Fourth level » Fifth level • • • • • • • KPIs Conversion Events Channel Source Campaign Placement, keyword, etc. Creative, content, format Reach & Frequency Cross-Channel Dashboard
  14. 14. using attribution to fuel predictive optimization Click to edit Master title style • Click to edit Master text styles – Second level • Third level Past – Fourth level » Fifth level Future Present Attribution Optimization How did my marketing perform? How can we improve? #Engage13
  15. 15. accounting for diminishing returns nature title style Click to edit Masterof marketing Maximum Marginal Return Maximum Average Return • Click to edit Master text styles – Second level Point of Saturation KPI Performance • Third level – Fourth level » Fifth level Ad Volume #Engage13
  16. 16. optimal investment across and within channels Click to edit Master title style Evaluating Scenarios • Overall Optimization Master text styles Click to edit For Each Scenario – Specific Recommendations – Second level • Third level – Fourth level » Fifth level View optimization opportunities across channels Reallocate spend across and within channels Granular line item changes – “I/O ready” • Modify default recommendations • Rerun prediction • Evaluate revised KPIs #Engage13
  17. 17. driving greater ROMI Click to edit Master title style Value Drivers • Click to edit Master text styles Display eCPA – Second level • Third level Optimization Within Channels – Fourth level Areas of Impact 20% - 30% decrease in effective CPA for display and retargeting 10% - 20% improvement by optimizing channel performance including PPC, Affiliate, Email, and Social » Fifth level Optimization Across Channels 20% - 40% improvement in performance by optimizing spend across various channels Reduction in Analysis and Reporting Costs 25% - 50% decrease in effort required to pull, aggregate, and report on marketing performance across channels Overall Marketing ROI 20% - 40% improvement in overall performance of marketing investments #Engage13
  18. 18. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Adometry and MSM Nov 2013
  19. 19. Overview of MSM Click to edit Master title style • One of the UK’s largest • price comparison websitesstyles Click to edit Master text – Second level • £204m Third level • annual revenue – Fourth level » Fifth level • In-house digital team of 50+ • Digital transformation programme 19
  20. 20. Why change our view? Click to edit Master title style Display Impression Organic Click • Click to edit Master text styles Paid Search Click – Second level • Third level – Fourth level » Fifth level Direct To Site Happy Customer! 20 #Engage13
  21. 21. How we changed our view? Arbitrary Models Click to edit Master title style • Click to edit Master text styles 50% – Second level Last Click First Click Even Click Last/First Click U Shape Model Time Decay Model Programmatic (Self Defining Model) • Third level Order of complexity – Fourth level » Fifth level 21 #Engage13
  22. 22. Challenges in Changing Our Approach Click to edit Master title style Business Acceptance Tagging Calibration and data integration • Click to edit Master text styles – Second level • Lack of understanding • Replacing•current trusted Third level model – Fourth level • Digital marketing optimisation • Financial reporting • Change management • » Fifth level Code implementation / Resource • Iterative process • • Defining click and impression based touch points Standardising reporting parameters • Rule testing • Linking data sources • Process changes • UI reporting and data feeds 22 #Engage13
  23. 23. Opportunities Today Click to edit Master title style Future • Click to edit Master text styles – Second level TV / • Third level Econometric Paid Search Modelling – Fourth level » Fifth level Audience+ Partner Portal 23 #Engage13
  24. 24. Click to edit Master title style QUESTIONS? • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  25. 25. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Casey Carey casey.carey@adometry.com Ben Sidebottom ben.sidebottom@moneysupermarket.com #Engage13

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