Please visit our online professional network and join our community of Automotive Social Media Marketing professionals at http://www.ADPsocialMarketing.com
This document discusses best practices for measuring the impact of collaborative shopper marketing programs between brands and retailers. There are three key steps: 1) Aligning objectives by overcoming challenges between sales/marketing teams and setting mutual goals, 2) Assigning success metrics such as sales lift, category effects, and shopper perceptions, and 3) Assessing and reporting results using both hard data and softer relationship benefits. While measurement requires cooperation, it helps cement partnerships through mutual understanding and respect.
This document discusses how the economics of online advertising are affected by the supply and demand of digital ad impressions. It argues that treating all delivered ad impressions as equal creates an oversupply that depresses prices. By focusing on viewable impressions, the supply becomes limited like other media, and scarcity is reestablished. This benefits publishers by allowing them to charge prices more reflective of the true value provided to advertisers, increasing revenue potential for publishers. Overall, shifting to viewable impressions as the currency improves ad effectiveness measurement and creates a win-win scenario for advertisers, consumers, and publishers.
Online advertising vs brand building (Nielsen)Alfonso Gadea
Online advertisers are increasingly interested in using online ads to build their brands in addition to generating sales. However, advertisers need confidence that their online investments are helping achieve brand goals and metrics that demonstrate campaign success. Click-through rate alone is not a good measure of brand impact, as it shows little relationship with brand metrics or offline sales. Some evidence suggests brand metrics like purchase intent correlated with offline sales, indicating online ads can impact brands when measured properly. Advertisers must embrace new online branding metrics to optimize campaigns and outperform competitors.
The document discusses forces shaping the future of advertising, which include: all media becoming digital, interactive, and connected across devices; mobile life bringing together consumer and shopper marketing; and ideas spreading socially. It envisions advertising in 2020 being primarily based on behavioral modeling rather than demographics, integrated with shopping apps and the path to purchase. Marketers will build brand audiences through social media and offer compelling content optimized for mobile to connect advertising to shopping via apps. Advertising will have interactive and social aspects to bring messages and offers to the point of purchase.
Search and performance display - better together - Criteo - 2012Romain Fonnier
Search marketing has been an effective channel for advertisers, but it has limitations as users only spend 5% of their time searching and only 13% perform shopping queries. Performance display advertising can reach users the other 95% of the time and has synergies when combined with search. A study showed that combining search and performance display results in:
1) Enhanced performance across the entire purchase funnel by leveraging interest, intent, and engagement data.
2) Increased search activity, as users exposed to performance display ads click on organic search results 28% more.
3) Lower costs for advertisers, as exposed users click on paid search results 5% less.
4) An enhanced branding effect
What is programmatic ad buying?
“Programmatic” ad buying typically refers to the use of software to
purchase digital advertising, as opposed to the traditional process
that involves RFPs, human negotiations and manual insertion orders.
It’s using machines to buy ads, basically.
Why does programmatic advertising matter?
Efficiency. Before programmatic ad buying, digital ads were bought
and sold by human ad buyers and salespeople, who can be expensive
and unreliable. Programmatic advertising technology promises to
make the ad buying system more efficient, and therefore cheaper, by
removing humans from the process wherever possible. Humans get
sick, need to sleep and come to work hungover. Machines do not.
So robots are replacing people? Great.
Yes and no. Technology is being used to replace some of the more
menial tasks that humans have historically had to handle, like sending
insertion orders to publishers and dealing with ad tags, but they’re still
required to optimize campaigns and to plan strategies. Programmatic
technology will probably mean fewer ad buyers in the world, but it
could also allow both marketers and sellers to spend more of their
time planning sophisticated, customized campaigns instead of getting
bogged down in bureaucracy.
Is programmatic buying is the same as
real-time bidding, then?
No, it’s not. Real-time bidding is a type of programmatic ad buying, but
it isn’t the only one. RTB refers to the purchase of ads through real-time
auctions, but programmatic software also allows advertisers to buy
guaranteed ad impressions in advance from specific publisher sites.
This method of buying is often referred to as “programmatic direct.”
Is programmatic “the future of ad buying”?
Probably, yes. It’s impossible to tell what portion of advertising is now
traded programatically, but it’s definitely on the rise. Some agencies
now say they’re eager to buy as much media as possible through programmatic channels, and some major brands have even built out
in-house teams to handle their programmatic ad buying as they spend
more of their marketing budgets that way. At the moment, it’s mainly
online ads that are traded programatically, but increasingly media
companies and agencies are exploring ways to sell “traditional” media
this way, including TV spots and out-of-home ads.
The Case for Conversion Attribution: Kenshoo and Figaro Digital SeminarKenshoo
Kenshoo Research Analytics Team Lead, Yossi Synett, discusses the topic of conversion attribution at a Kenshoo and Figaro Digital Seminar in August 2012.
ChoiceStream offers a performance display advertising format called RealRelevance Advertising that generates personalized 1:1 ads for each consumer from a single ad tag. It uses data on individual consumer shopping and browsing patterns to target ads with specific product recommendations. Testing shows RealRelevance ads improve key metrics like click-through rates, conversion rates, and average order size compared to standard ads. ChoiceStream has experience analyzing over 8 billion consumer actions and delivering over 1 billion personalized recommendations to work with advertisers' existing partners and processes to improve revenue.
This document discusses best practices for measuring the impact of collaborative shopper marketing programs between brands and retailers. There are three key steps: 1) Aligning objectives by overcoming challenges between sales/marketing teams and setting mutual goals, 2) Assigning success metrics such as sales lift, category effects, and shopper perceptions, and 3) Assessing and reporting results using both hard data and softer relationship benefits. While measurement requires cooperation, it helps cement partnerships through mutual understanding and respect.
This document discusses how the economics of online advertising are affected by the supply and demand of digital ad impressions. It argues that treating all delivered ad impressions as equal creates an oversupply that depresses prices. By focusing on viewable impressions, the supply becomes limited like other media, and scarcity is reestablished. This benefits publishers by allowing them to charge prices more reflective of the true value provided to advertisers, increasing revenue potential for publishers. Overall, shifting to viewable impressions as the currency improves ad effectiveness measurement and creates a win-win scenario for advertisers, consumers, and publishers.
Online advertising vs brand building (Nielsen)Alfonso Gadea
Online advertisers are increasingly interested in using online ads to build their brands in addition to generating sales. However, advertisers need confidence that their online investments are helping achieve brand goals and metrics that demonstrate campaign success. Click-through rate alone is not a good measure of brand impact, as it shows little relationship with brand metrics or offline sales. Some evidence suggests brand metrics like purchase intent correlated with offline sales, indicating online ads can impact brands when measured properly. Advertisers must embrace new online branding metrics to optimize campaigns and outperform competitors.
The document discusses forces shaping the future of advertising, which include: all media becoming digital, interactive, and connected across devices; mobile life bringing together consumer and shopper marketing; and ideas spreading socially. It envisions advertising in 2020 being primarily based on behavioral modeling rather than demographics, integrated with shopping apps and the path to purchase. Marketers will build brand audiences through social media and offer compelling content optimized for mobile to connect advertising to shopping via apps. Advertising will have interactive and social aspects to bring messages and offers to the point of purchase.
Search and performance display - better together - Criteo - 2012Romain Fonnier
Search marketing has been an effective channel for advertisers, but it has limitations as users only spend 5% of their time searching and only 13% perform shopping queries. Performance display advertising can reach users the other 95% of the time and has synergies when combined with search. A study showed that combining search and performance display results in:
1) Enhanced performance across the entire purchase funnel by leveraging interest, intent, and engagement data.
2) Increased search activity, as users exposed to performance display ads click on organic search results 28% more.
3) Lower costs for advertisers, as exposed users click on paid search results 5% less.
4) An enhanced branding effect
What is programmatic ad buying?
“Programmatic” ad buying typically refers to the use of software to
purchase digital advertising, as opposed to the traditional process
that involves RFPs, human negotiations and manual insertion orders.
It’s using machines to buy ads, basically.
Why does programmatic advertising matter?
Efficiency. Before programmatic ad buying, digital ads were bought
and sold by human ad buyers and salespeople, who can be expensive
and unreliable. Programmatic advertising technology promises to
make the ad buying system more efficient, and therefore cheaper, by
removing humans from the process wherever possible. Humans get
sick, need to sleep and come to work hungover. Machines do not.
So robots are replacing people? Great.
Yes and no. Technology is being used to replace some of the more
menial tasks that humans have historically had to handle, like sending
insertion orders to publishers and dealing with ad tags, but they’re still
required to optimize campaigns and to plan strategies. Programmatic
technology will probably mean fewer ad buyers in the world, but it
could also allow both marketers and sellers to spend more of their
time planning sophisticated, customized campaigns instead of getting
bogged down in bureaucracy.
Is programmatic buying is the same as
real-time bidding, then?
No, it’s not. Real-time bidding is a type of programmatic ad buying, but
it isn’t the only one. RTB refers to the purchase of ads through real-time
auctions, but programmatic software also allows advertisers to buy
guaranteed ad impressions in advance from specific publisher sites.
This method of buying is often referred to as “programmatic direct.”
Is programmatic “the future of ad buying”?
Probably, yes. It’s impossible to tell what portion of advertising is now
traded programatically, but it’s definitely on the rise. Some agencies
now say they’re eager to buy as much media as possible through programmatic channels, and some major brands have even built out
in-house teams to handle their programmatic ad buying as they spend
more of their marketing budgets that way. At the moment, it’s mainly
online ads that are traded programatically, but increasingly media
companies and agencies are exploring ways to sell “traditional” media
this way, including TV spots and out-of-home ads.
The Case for Conversion Attribution: Kenshoo and Figaro Digital SeminarKenshoo
Kenshoo Research Analytics Team Lead, Yossi Synett, discusses the topic of conversion attribution at a Kenshoo and Figaro Digital Seminar in August 2012.
ChoiceStream offers a performance display advertising format called RealRelevance Advertising that generates personalized 1:1 ads for each consumer from a single ad tag. It uses data on individual consumer shopping and browsing patterns to target ads with specific product recommendations. Testing shows RealRelevance ads improve key metrics like click-through rates, conversion rates, and average order size compared to standard ads. ChoiceStream has experience analyzing over 8 billion consumer actions and delivering over 1 billion personalized recommendations to work with advertisers' existing partners and processes to improve revenue.
The document discusses measuring success on Facebook for businesses. It notes that while businesses spend more online, measuring impact can be difficult. It outlines Facebook's approach of measuring reach, brand resonance, and reactions. The document also shows that click-through rates do not necessarily correlate with ROI. Finally, it proposes four simple ways for businesses to measure ROI on Facebook including using custom audiences, offer codes, paired market testing, and conversion tracking.
Whitepaper 6 stepstokillerdisplayadcampaignDorit Meir
The document provides guidance on using targeted display advertising to reach consumers at different stages of the buying process. It recommends segmenting prospects, customizing ad creative for each segment, using retargeting to reconnect with website visitors, applying multi-channel attribution to evaluate marketing efforts, and optimizing campaigns throughout the sales funnel. Case studies show how various companies improved branding, lead generation, and conversions by following these targeted display advertising best practices.
Measuring M-Commerce Maturity: A Must Do in a Mobile Enabled WorldCognizant
When developing a mobile strategy, retailers need to consider the maturity of their current offering and identify m-commerce opportunities that make the most business sense.
Whitepaper 11th april 12 how to use mobile as a marketing tool Kumar Gaurav
This document discusses how mobile marketing is a new opportunity for brands and provides tips on how to create an effective mobile marketing campaign. It highlights that mobile usage is growing rapidly and stealing marketing budgets from traditional media. It also provides reasons to invest in mobile marketing such as its ability to target consumers when they are ready to buy. The document then offers steps to create a dynamic mobile marketing campaign and ways mobile can be used as a marketing tool, such as contests and downloading apps. It concludes by emphasizing the importance of measuring mobile ad performance and integrating mobile campaigns with other marketing efforts.
This document provides an overview of how to measure lead generation using Google Analytics. It discusses key metrics like sessions, users, bounce rate, goals, and campaign tracking. The goal is to help marketing executives optimize lead generation campaigns and improve ROI. Campaign tagging and tracking website events and conversions are covered. Implementing tools like Google Tag Manager to track advertising and on-site events is also discussed. The document provides examples of setting up and analyzing goals and events to better measure lead generation performance.
Digital training provides an overview of digital marketing strategies including search engine optimization, paid search, mobile marketing, social media, content marketing, and email marketing. Key statistics show that digital platforms are increasingly important marketing channels, with one in four Americans watching YouTube daily and over 70% of companies using Facebook and blogs. The presentation covers best practices for each digital tactic and how companies can optimize their current strategies.
Please visit our online professional network and join our community of Automotive Social Media Marketing professionals at http://www.ADPsocialMarketing.com
Marketing for the Digital Consumer – Roadmap for CPG Companies Infosys
In this document know how the digital revolution has thrown up range of opportunities for the CPG companies and how they can utilize these opportunities to generate value.
Accenture: Multichannel Attribution Dec 2012Brian Crotty
Anticipating consumers’ every move to conversion is essential to realizing a strong return on marketing investment (MROI), yet, pervasive methods for understanding consumer behaviors fall short in a multichannel environment.
In the digital world, channel savvy, highly mobile, multiple device-happy consumers are in control. While they move from one media channel to another—and from one device to another—companies across industries are struggling to keep pace.
Anticipating consumers’ every move to conversion—and measuring every interaction across every channel—is essential to realizing a strong MROI and to sustaining competitive differentiation. Yet, pervasive methods for understanding consumer behaviors fall short in a multichannel environment.
As such, various attribution models and approaches have emerged to help businesses better capture and analyze consumers’ purchase journeys across both offline and online channels. Though a singular approach for measuring consumer data has yet to emerge, multichannel attribution holds exciting promise.
December 6, 2012
Definitive Merchant Guide to Deals, Discounts and OffersBertrand CHARLET
This document discusses the expanding landscape of deals and discounts available to merchants and consumers. It outlines the rise of deal searching and how consumers now expect discounts on everything they buy. The deal options have grown drastically over time from traditional coupons to now include daily deals, flash sales, card-linked offers, and check-in deals. Merchants must understand this diverse deal landscape in order to choose the right promotional strategies that appeal to different customer segments and meet business goals.
The document discusses Kellogg's approach to digital measurement and optimization, including establishing goals, key performance indicators (KPIs), and a framework for tracking digital campaigns. It outlines Kellogg's focus on defining the metrics that matter most, like audience delivery and in-market effectiveness, and using insights to inform planning, buying, and near-time optimization. The goal is to maximize return on investment by optimizing digital spending based on real-time performance data.
Periscopix and Google are partnering to discuss opportunities in mobile search and performance. The presentation covers trends showing rapid growth in mobile internet and device usage, and how to optimize websites, campaigns and measurement for the mobile environment through testing, analytics and multi-channel attribution modeling. Proper implementation across search, display and mobile sites can help drive both online and offline sales and conversions.
It was 20 years ago when a now-defunct Silicon Valley law firm placed the first clickable banner ad on Global Network Navigator (an early publisher sold to AOL in 1995). In these last 20 years, we've seen big changes in ad technology, fueled by a combination of visionary marketers and advancing technical capabilities.
Digital Insights That Maximize Your Marketing PotentialCompete
The document discusses how Compete provides digital insights and data to maximize marketing potential. It notes that traditional research is no longer sufficient for improving advertising, engagement, and ROI. Compete collects data from over 150 million unique visitors across over 1 million sites to provide granular insights into consumer online behavior and purchase pathways. This enables clients to improve marketing strategies and demonstrate effectiveness to stakeholders.
This white paper discusses how retailers are using new personalization tools and processes integrated with POS systems to deliver targeted offers to customers. It explores trends in personalizing offers in real-time based on customer data to improve customer loyalty and drive revenue. Specifically, it outlines how Sparkfly's personalized promotions platform works by integrating with retailers' POS systems to identify customers, determine applicable offers, and apply discounts in real-time during purchases to influence customer behavior.
Pairwise testing is a technique that generates test cases to cover all possible combinations of two test input parameters (2-way) to efficiently find flaws. For an audit testing application with 14 input parameters, traditional testing would require over 18 million test cases, but pairwise testing could cover all 2-way combinations with far fewer test cases, reducing time and effort while still effectively finding 50-90% of flaws.
In computer science, all-pairs testing or pairwise testing is a combinatorial method of software testing that, for each pair of input parameters to a system (typically, a software algorithm), tests all possible discrete combinations of those parameters.
The document provides a history of software testing from the 1950s to 2010. It outlines some of the major developments in testing techniques over the decades, including decision tables in 1957, equivalence partitioning and boundary value analysis in the late 1960s, cause-effect graphs in 1970, orthogonal arrays and combinatorial testing techniques from the 1980s onward, and model-based techniques like classification trees in the 1990s and covering arrays in the 2000s. The timeline shows when key techniques and methods were developed.
This document provides an overview of pairwise testing. It begins by defining pairwise testing and explaining that it aims to reduce the number of test cases needed while still covering all pairs of input parameters. It then outlines different methods for generating pairwise test cases, including orthogonal Latin squares, Automatic Efficient Test Generator (AETG), In-Parameter-Order (IPO), and genetic algorithms. The document compares the size of test sets generated by different algorithms and lists several pairwise testing tools. It concludes by mentioning additional references and resources on the topic of pairwise testing.
All Pairs testing technique is the method used to get the optimal no. of combination for writing testcases. There are tools available in the market to generate optimal combination but without knowing the concept and the trick , people are not willing to go for it. In this document, I have mentioned about the pairing techniques by referring many existing document.
The document discusses measuring success on Facebook for businesses. It notes that while businesses spend more online, measuring impact can be difficult. It outlines Facebook's approach of measuring reach, brand resonance, and reactions. The document also shows that click-through rates do not necessarily correlate with ROI. Finally, it proposes four simple ways for businesses to measure ROI on Facebook including using custom audiences, offer codes, paired market testing, and conversion tracking.
Whitepaper 6 stepstokillerdisplayadcampaignDorit Meir
The document provides guidance on using targeted display advertising to reach consumers at different stages of the buying process. It recommends segmenting prospects, customizing ad creative for each segment, using retargeting to reconnect with website visitors, applying multi-channel attribution to evaluate marketing efforts, and optimizing campaigns throughout the sales funnel. Case studies show how various companies improved branding, lead generation, and conversions by following these targeted display advertising best practices.
Measuring M-Commerce Maturity: A Must Do in a Mobile Enabled WorldCognizant
When developing a mobile strategy, retailers need to consider the maturity of their current offering and identify m-commerce opportunities that make the most business sense.
Whitepaper 11th april 12 how to use mobile as a marketing tool Kumar Gaurav
This document discusses how mobile marketing is a new opportunity for brands and provides tips on how to create an effective mobile marketing campaign. It highlights that mobile usage is growing rapidly and stealing marketing budgets from traditional media. It also provides reasons to invest in mobile marketing such as its ability to target consumers when they are ready to buy. The document then offers steps to create a dynamic mobile marketing campaign and ways mobile can be used as a marketing tool, such as contests and downloading apps. It concludes by emphasizing the importance of measuring mobile ad performance and integrating mobile campaigns with other marketing efforts.
This document provides an overview of how to measure lead generation using Google Analytics. It discusses key metrics like sessions, users, bounce rate, goals, and campaign tracking. The goal is to help marketing executives optimize lead generation campaigns and improve ROI. Campaign tagging and tracking website events and conversions are covered. Implementing tools like Google Tag Manager to track advertising and on-site events is also discussed. The document provides examples of setting up and analyzing goals and events to better measure lead generation performance.
Digital training provides an overview of digital marketing strategies including search engine optimization, paid search, mobile marketing, social media, content marketing, and email marketing. Key statistics show that digital platforms are increasingly important marketing channels, with one in four Americans watching YouTube daily and over 70% of companies using Facebook and blogs. The presentation covers best practices for each digital tactic and how companies can optimize their current strategies.
Please visit our online professional network and join our community of Automotive Social Media Marketing professionals at http://www.ADPsocialMarketing.com
Marketing for the Digital Consumer – Roadmap for CPG Companies Infosys
In this document know how the digital revolution has thrown up range of opportunities for the CPG companies and how they can utilize these opportunities to generate value.
Accenture: Multichannel Attribution Dec 2012Brian Crotty
Anticipating consumers’ every move to conversion is essential to realizing a strong return on marketing investment (MROI), yet, pervasive methods for understanding consumer behaviors fall short in a multichannel environment.
In the digital world, channel savvy, highly mobile, multiple device-happy consumers are in control. While they move from one media channel to another—and from one device to another—companies across industries are struggling to keep pace.
Anticipating consumers’ every move to conversion—and measuring every interaction across every channel—is essential to realizing a strong MROI and to sustaining competitive differentiation. Yet, pervasive methods for understanding consumer behaviors fall short in a multichannel environment.
As such, various attribution models and approaches have emerged to help businesses better capture and analyze consumers’ purchase journeys across both offline and online channels. Though a singular approach for measuring consumer data has yet to emerge, multichannel attribution holds exciting promise.
December 6, 2012
Definitive Merchant Guide to Deals, Discounts and OffersBertrand CHARLET
This document discusses the expanding landscape of deals and discounts available to merchants and consumers. It outlines the rise of deal searching and how consumers now expect discounts on everything they buy. The deal options have grown drastically over time from traditional coupons to now include daily deals, flash sales, card-linked offers, and check-in deals. Merchants must understand this diverse deal landscape in order to choose the right promotional strategies that appeal to different customer segments and meet business goals.
The document discusses Kellogg's approach to digital measurement and optimization, including establishing goals, key performance indicators (KPIs), and a framework for tracking digital campaigns. It outlines Kellogg's focus on defining the metrics that matter most, like audience delivery and in-market effectiveness, and using insights to inform planning, buying, and near-time optimization. The goal is to maximize return on investment by optimizing digital spending based on real-time performance data.
Periscopix and Google are partnering to discuss opportunities in mobile search and performance. The presentation covers trends showing rapid growth in mobile internet and device usage, and how to optimize websites, campaigns and measurement for the mobile environment through testing, analytics and multi-channel attribution modeling. Proper implementation across search, display and mobile sites can help drive both online and offline sales and conversions.
It was 20 years ago when a now-defunct Silicon Valley law firm placed the first clickable banner ad on Global Network Navigator (an early publisher sold to AOL in 1995). In these last 20 years, we've seen big changes in ad technology, fueled by a combination of visionary marketers and advancing technical capabilities.
Digital Insights That Maximize Your Marketing PotentialCompete
The document discusses how Compete provides digital insights and data to maximize marketing potential. It notes that traditional research is no longer sufficient for improving advertising, engagement, and ROI. Compete collects data from over 150 million unique visitors across over 1 million sites to provide granular insights into consumer online behavior and purchase pathways. This enables clients to improve marketing strategies and demonstrate effectiveness to stakeholders.
This white paper discusses how retailers are using new personalization tools and processes integrated with POS systems to deliver targeted offers to customers. It explores trends in personalizing offers in real-time based on customer data to improve customer loyalty and drive revenue. Specifically, it outlines how Sparkfly's personalized promotions platform works by integrating with retailers' POS systems to identify customers, determine applicable offers, and apply discounts in real-time during purchases to influence customer behavior.
Pairwise testing is a technique that generates test cases to cover all possible combinations of two test input parameters (2-way) to efficiently find flaws. For an audit testing application with 14 input parameters, traditional testing would require over 18 million test cases, but pairwise testing could cover all 2-way combinations with far fewer test cases, reducing time and effort while still effectively finding 50-90% of flaws.
In computer science, all-pairs testing or pairwise testing is a combinatorial method of software testing that, for each pair of input parameters to a system (typically, a software algorithm), tests all possible discrete combinations of those parameters.
The document provides a history of software testing from the 1950s to 2010. It outlines some of the major developments in testing techniques over the decades, including decision tables in 1957, equivalence partitioning and boundary value analysis in the late 1960s, cause-effect graphs in 1970, orthogonal arrays and combinatorial testing techniques from the 1980s onward, and model-based techniques like classification trees in the 1990s and covering arrays in the 2000s. The timeline shows when key techniques and methods were developed.
This document provides an overview of pairwise testing. It begins by defining pairwise testing and explaining that it aims to reduce the number of test cases needed while still covering all pairs of input parameters. It then outlines different methods for generating pairwise test cases, including orthogonal Latin squares, Automatic Efficient Test Generator (AETG), In-Parameter-Order (IPO), and genetic algorithms. The document compares the size of test sets generated by different algorithms and lists several pairwise testing tools. It concludes by mentioning additional references and resources on the topic of pairwise testing.
All Pairs testing technique is the method used to get the optimal no. of combination for writing testcases. There are tools available in the market to generate optimal combination but without knowing the concept and the trick , people are not willing to go for it. In this document, I have mentioned about the pairing techniques by referring many existing document.
Pairwise testing - Strategic test case designXBOSoft
Pairwise testing is a technique used to test software interactions between input parameters by selecting all possible unique pairs of parameter values. It aims to find bugs caused by interactions between two parameters, which are common, while being more efficient than testing all possible input combinations. Tools can generate pairwise test sets to cover all pairs, while testing far fewer cases than exhaustive testing. However, pairwise testing requires effective partitioning of input values and has limitations when dependencies between more than two parameters exist or inputs are not discrete. It works best when there are many possible input values that can be separated into equivalence classes.
Combinatorial software test design beyond pairwise testingJustin Hunter
This document discusses combinatorial software test design methods for selecting a small number of tests that achieve good coverage of interactions between test inputs. It explains that structured variation between tests is important to explore different areas of the software. Combinatorial testing uses algorithms to calculate the smallest number of tests needed to cover all target combinations of test inputs, like all pairs of values. This method can find many bugs with fewer tests than an unstructured approach.
Describes how to leverage combinatorial testing to reduce the number of selenium test cases while still maintaining desired code coverage, as well as the benefits of keeping inputs, metadata, and outputs relating to the tests and their runs in the database
How to Become a Data Scientist
SF Data Science Meetup, June 30, 2014
Video of this talk is available here: https://www.youtube.com/watch?v=c52IOlnPw08
More information at: http://www.zipfianacademy.com
Zipfian Academy @ Crowdflower
Testing is the process of identifying bugs and ensuring software meets requirements. It involves executing programs under different conditions to check specification, functionality, and performance. The objectives of testing are to uncover errors, demonstrate requirements are met, and validate quality with minimal cost. Testing follows a life cycle including planning, design, execution, and reporting. Different methodologies like black box and white box testing are used at various levels from unit to system. The overall goal is to perform effective testing to deliver high quality software.
The document discusses how building strong digital brands is becoming increasingly important as online opportunities continue to grow. It argues that most current online advertising is of poor quality and does more harm than good to brands. To be successful online, companies need to focus on managing the entire consumer experience on their websites from first visit through purchase and beyond, as positive or negative online experiences directly influence consumer perceptions of a brand. The document proposes that to build strong digital brands, companies need to align their brand promises made to consumers, the website design to deliver on those promises, and an economic model to be profitable.
Accenture: ACN-interactive-pov-multichannel-attribution Feb 2013Brian Crotty
The document discusses the challenges of measuring marketing return on investment (MROI) in a multichannel environment where consumers move between devices and channels in nonlinear ways. Traditional attribution methods like last-click attribution are insufficient because they do not account for the influence of multiple interactions across channels. The document advocates for multichannel attribution approaches using techniques like clustering, neural networks, and analyzing big data from all consumer touchpoints to better understand the consumer journey and allocate credit and budgets appropriately among channels.
HOW B2B MARKETERS CAN BENEFIT FROM A NEW PERFORMANCE-BASED Gmaggiolino
Performance marketing is the optimal online strategy for business-to-business (B2B) and technology marketers who are focused on lead generation and demand creation. The Performance Model allows marketers the ability to derive extra value from their online marketing dollars and eliminates the risk associated with traditional pay-for-play advertising. Key benefits are minimal risk, payment only upon performance, real-time results with highly qualified leads, and measurable response.
Performance advertising is a new online marketing strategy where advertisers only pay publishers for measurable actions, like leads or sales, generated from their ads ("pay for performance"). This eliminates the risk of traditional advertising which requires upfront payment regardless of results. Performance advertising provides real-time qualified leads at a lower cost-per-lead. It also allows precise tracking and reporting of campaign metrics like ROI. This strategy is proving effective for B2B companies to maximize online advertising spending.
Online Display Advertising: Its Quantified Affect on Organic Down-Funnel Acti...Dailybreak, Inc
Online display advertising can move visitors further down the sales funnel and increase sales, according to a study by CBS Interactive. The study tracked website visitors who were or were not exposed to display ads. It found those exposed were more likely to engage with advertised content and move into consideration stages. Advertising also increased sales, with visitors exposed to multiple ads more likely to purchase. The results suggest advertising is an effective lead generation tool that can increase prospects and drive real product sales.
One Guide to Remarketing - By One Net MarketingOne Net Inc.
The One Guide to Remarketing is a comprehensive guide on remarketing or retargeting, a form of advertising that involves serving ads to users who have visited your site and have been cookied. Through this technology you can tailor specific ad creative to your site users with specific calls to action.
Visit http://www.onenetmarketing.com for more information on remarketing and other digital marketing tactics and strategies.
Online marketing involves promoting products or services on the internet. It has several advantages over traditional marketing like lower costs and a wider reach. Common online marketing methods include search engine optimization to increase search engine rankings, display advertising through banners, viral marketing by encouraging sharing, email marketing, and blog marketing. Both marketers and consumers benefit from online marketing, though some consumers remain wary of privacy and security issues with online purchases.
Ramaciotti digital media marketing 2012 lesson 2 2Max Ramaciotti
The document discusses how consumers have more choices than ever before for media and products due to the internet. It notes that consumers can now choose to not watch or listen to something if uninterested. Some statistics are presented about people engaging in multiple devices simultaneously. It suggests companies must understand their audience, clearly define metrics, ensure ads are contextually relevant, and optimize continuously. The importance of customer acquisition cost and lifetime value is discussed. Customer retention factors like increased purchases over time and lower management costs are also covered.
This document provides an introduction and overview of e-marketing. It defines e-marketing as the application of marketing principles and techniques via electronic media, specifically the internet. The document discusses the types of e-marketing, including banner advertisements, sponsorship, classified listings, email marketing, partnership/affiliate marketing, and search engine marketing. It also outlines some key characteristics of e-marketing like longevity, reach, accountability, and flexibility. Finally, it discusses the objectives and benefits of e-marketing compared to traditional marketing.
Why Car Dealers Should Choose Display Advertising Versus Paid Search AdvertisingRalph Paglia
Paid search advertising will not replace display advertising because:
1) Paid search inventory is limited to small pools of keywords relevant to few advertisers, while display advertising reaches thousands more brands.
2) Large advertisers require reaching customers at every stage of the purchase funnel, from awareness to purchase, and paid search only addresses later stages.
3) Most advertiser budgets are too large to allocate solely to paid search given its limited inventory. Display advertising allows spreading spending across many more brands and platforms.
Paid search advertising will not replace display advertising because:
1) Paid search inventory is limited to small pools of keywords relevant to few advertisers, while display advertising reaches thousands more brands.
2) Large advertisers require reaching customers at every stage of the purchase funnel, from awareness to purchase, and paid search only addresses later stages.
3) Most advertiser budgets are too large to allocate solely to paid search given its limited inventory. Display advertising allows spreading spending across many more brands and platforms.
Going Beyond Retargeting: A 3-Step Targeting Strategy To Identify Customers A...GLG (Gerson Lehrman Group)
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Apt White Paper Internet Advertising
1. Internet Advertising:
How Online Ads Can Affect Offline Sales
apt Viewpoint
Author: Scott Setrakian
Managing Director
Jonathan Marek
Senior Vice President
San Francisco Washington, D.C. London
www.predictivetechnologies.com
2. abstract Abstract
A mother wants to buy a backpack for her
child who is starting first grade. She logs onto
an Internet search engine (such as Yahoo or
Google), and runs a search on the words “child’s
backpack. The search engine finds several
”
hundred thousand different web pages that
contain those words.
When the search results are presented, links to
several websites are displayed prominently at
the top of the page and along the right hand side.
These links lead to relevant websites that paid the
search engine for the right to appear prominently
in front of anyone who searched for certain
key words – they are advertising “sponsors. ”
The mom clicks through on one of the sponsor
websites, finds a backpack that suits her needs,
and buys it online.
This is the heart of Internet advertising. “Search”
and its cousin, “Banner” (display ads posted on
targeted websites, such as an ad for backpacks
on a website about child raising), represent about
7% of all ad spend today. Search and Banner are
widely believed to be rapidly stealing share from
more traditional advertising media.
Internet advertising is especially attractive to
advertisers because the economic proposition
2
is clear for online sales. Click-throughs are
automatically recorded for each ad, and resulting
sales are directly captured. Calculating ROI
becomes a straightforward task, comparing the
3. cost of the ads to the profits from the online
sales that result.
Measuring the Offline
Impact of Online Ads
Internet advertisers who do business in both
the online and traditional brick-and-mortar store In a typical test, APT partners with a company
“Stores in test markets
channels have recently started to ask a new set to design and launch an online campaign to a with Search ads had a
subset of web users in carefully selected test
of questions: Do Search and Banner ads also
increase sales in the physical store network? Do markets, while leaving other control markets statistically significant lift
customers buy more at a brick-and-mortar store “dark. APT’s Test & Learn Management
” in sales overall, a result
after seeing Internet advertising? For example, System then tracks the differences in store
might the backpack-seeking mother visit a store sales between the test and control markets, that produced attractive
that she saw advertised online, having learned and performs sophisticated analyses to returns to the advertising
that the retailer had good candidates, to examine identify the impact that the online advertising
the backpack options herself and decide in has on sales in the store network overall. campaign. Sales of both
person which one to buy? Might she seek out a
APT also identifies differences in performance
the advertised product,
well-reviewed brand at a local store, so that she
doesn’t have to wait for delivery and can have it in that are correlated with different store and market as well as other, more
time for the first day of school? characteristics, and different ad elements. The
profit generated by the online advertising is
“impulse buy” items,
The implications of these questions are compared to its cost, creating a true read of increased significantly.”
important. If Internet advertising creates the ROI of online advertising offline sales.
even more value than the margins driven by
incremental online sales, it then represents The initial results are compelling:
a more attractive advertising medium than
previously thought, and for a larger pool of n Online advertising drives in-store revenue
potential advertisers. lift in all instances analyzed to date. For a
retailer or consumer goods company that
To better understand the offline impact of online sells in both online and offline channels,
advertising, Applied Predictive Technologies (APT) the value of Internet advertising is likely
is collaborating with selected leading retailers, greater than the value of online lift alone;
banks, and consumer goods companies on an
“online to offline” Test & LearnTM initiative. n The degree of in-store lift varies from case
3
to case. In some examples, the in-store
lift drives attractive returns to the Internet
4. Case Study
APT worked with a US-based specialty retailer
advertising expense all by itself, without any
to analyze the impact of Search advertising
profits created by new online sales. This
on in-store sales. A Search campaign was
means that the Internet can be a profitable
implemented in selected markets, and the
advertising channel for retailers and consumer
change in performance of the stores in those
goods companies that sell predominantly
test markets was compared to the change
through brick-and-mortar networks, regardless
in performance of stores in control markets,
of the extent of their online presence;
where no Search advertising campaign was
implemented. The Search campaign was
n Advertising ROI often varies market
focused on key words relating to a specific
by market, leading to opportunities to
product line. The retailer was interested in
maximize Internet advertising returns
understanding what would happen to sales
through intelligent targeting;
in its stores overall, to sales of the advertised
product set, and to other product categories.
n Internet advertising ROI varied on the
basis of products advertised. These
This may sound like a simple analytical task.
differences are unique to each advertiser’s
However, measuring small changes in sales at
concept and merchandise mix;
a store is much more complex than measuring
changes in click-thrus on a web page. The
n Search and Display advertising behave
complication is rooted in the nature of store sales.
differently, and have different returns;
n With the results of carefully Fig. 1: Daily sales at a representative retail store:
designed tests, advertisers
can exploit opportunities
to maximize their Search and
Display ROI based on tailoring the
message, intensity and ad type.
4
5. Daily sales vary by over 100% in any given week In the case of this specific test, the signal-
and by well over 400% seasonally. However, to-noise challenge was exacerbated by
a change of only 1.5% in daily store sales can Hurricane Ike, which brought significant
drive terrific returns to Internet advertising. winds and rainfall to the middle of the country
Accurately detecting a 1.5% change in sales in an during the course of the test, impacting
environment where sales change radically on a sales at many test and control stores.
daily basis, regardless of the Internet advertising,
requires highly specialized protocols of test APT applied sophisticated analytical approaches
design, control group selection, and analysis of to mitigate not just daily variations in sales but
results. This is known as the “signal-to-noise” also the impact of the weather anomaly, in
challenge. order to maximize accurate signal detection.
APT’s Test & Learn process (Figure 2), brings The results of the test were important for this
highly specialized techniques to bear on the retailer. Stores in test markets with Search
problem of reducing noise and finding the ads had a statistically significant lift in sales
true attributable impact – the “signal” – of the overall, a result that produced attractive returns
activity under examination. to the advertising campaign. Sales of both
the advertised product, as well as other, more
“impulse buy” items, increased significantly.
Fig. 2: APT’s Test & Learn Process
5
6. Ongoing Work
The return profile improved dramatically with detailed evaluation of
APT is working with a number of retailers to understand
differential performance by store. APT identified certain market attributes
the impact of online advertising on offline sales.
that were associated with proportionately greater sales lifts than the
Additional research addresses such questions as:
overall average, including trade area per capita income (Figure 3).
n Can online advertising replace or enhance weekly
newspaper inserts (also known as Free Standing
Fig. 3: Inserts (FSI), Weekly Supplements, etc.)? How
does Internet advertising ROI compare to FSI
ROI - overall, by market, and by week?
To address this issue, APT is working with large
Sales Lift Index
retailers who use FSI to investigate the relative
effectiveness of Internet advertising under a
variety of combinations of FSI / Internet use;
n How does Internet advertising fit into the
larger framework of ad media alternatives,
including TV, radio and print?
To address this issue, APT has collaborated with
In other words, stores in trade areas with average per capita income
several retail and consumer goods companies to
greater than $33,000 saw sales increase 4% when Internet advertising
design and execute experiments that evaluate
was underway. The Test & Learn approach provided the retailer with a
Internet advertising as one component of a
means of targeting its ongoing search campaigns, investing only in those
strategy that incorporates traditional advertising
markets that would perform best. As a result, the retailer was able to
media, in order to determine which combination
scale back advertising costs in low impact markets, while maintaining
is most effective. Results to date show that
a large majority of the lift, and thus significantly improving ROI.
Internet advertising plays a meaningful role in
an optimal media plan, when results include
Continuing Test & Learn evaluation can continue to build on these findings
lift accomplished at the store level.
and drive a refined, highly profitable Internet advertising program.
6
7. Concluding Thoughts Scott Setrakian,
Managing Director
Jonathan Marek,
Senior Vice President
The emergence and continuing growth of online Mr. Scott Setrakian is Managing Director
and co-founder of Applied Predictive Jonathan Marek, a Senior Vice
advertising media offers consumer-facing advertisers
Technologies (“APT”). Mr. Setrakian President with Applied Predictive
the opportunity to improve sales and margins cost- Technologies (APT), leads
effectively. The online channel drives sales and profits has over 20 years experience advising
many of the world’s largest and most engagements with casual dining,
not just for online stores, but for brick-and-mortar quick service restaurant, specialty
successful companies. His work focuses
locations as well. retail, big box retail, and banking
on the development and implementation
of strategies and processes that lead to clients. He has helped clients improve
Through intelligent testing, marketers can understand significant improvements in profitability performance through better capital
the ROI of online advertising across all sales channels. and corporate value. He has led the work strategy, new concept development,
Expertly done, testing can also help target online of hundreds of management consultants media optimization, store labor
advertising to the best alternative (e.g., search vs. in engagements in over 20 countries on six planning, site selection, and store-
banner), the best products, and the best frequency, to continents. based goal setting.
maximize the effectiveness of ad spend.
Prior to co-founding APT, Mr. Setrakian sat Mr. Marek has ten years of experience
For insight into how Internet advertising can drive on the Board of Directors of Oliver Wyman applying quantitative techniques
sales for your company, or to learn more about this (formerly Mercer Management Consulting), to critical business issues. Prior to
one of the world’s largest general joining APT, he was a Principal at
groundbreaking research, please contact APT at
management consulting firms. He led the Oliver Wyman (formerly Mercer
703-875-7700 or info@predictivetechnologies.com.
firm’s consulting activities in the Energy and Management Consulting), where he
Process Industries around the world. advised multi-unit retailers on new
business strategy, network planning,
About Applied Predictive He currently sits on the Boards of Directors and operational process issues. At
Technologies of APT, The Buena Vista Funds, University Mercer, he drove several field-based
change efforts with Fortune 500
Games, the San Francisco Zoo and the
Saroyan Foundation. companies. He has led engagements
Applied Predictive Technologies (APT) is the industry
across North America, Latin America,
leader in helping large-scale consumer-focused and Europe.
Mr. Setrakian holds a MBA from the
companies institutionalize a world-class Test & LearnTM
Stanford Graduate School of Business.
capability. Through the combination of APT’s proprietary Mr. Marek holds a B.S. in
He received an AB in Human Biology
software and capability-building consulting support, mathematics (with Honors and
from Stanford University, where he also
APT has helped some of the world’s largest and most Distinction) and an A.B. in philosophy
7
completed the requirements for a degree in
successful companies achieve significant bottom- from Stanford University, where he
Psychology.
line improvement. graduated Phi Beta Kappa.