The document details a webinar hosted by Casey Carey on February 25, 2014, focused on leveraging marketing attribution to achieve better results through insights and optimization. The discussion includes marketing strategies applicable to various sectors and case studies demonstrating the effectiveness of data-driven approaches in reallocating budgets and improving conversion rates. Key recommendations cover the optimization of budgets across channels and enhancing targeting through customer data integration and campaign analysis.

1. Webinar #4
Driving Results: Stories from the Front Lines
Tuesday, February 25, 2014
@caseycarey
© 2014 Adometry, Inc. All rights reserved.
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2. A Bit About Casey
Casey Carey
Chief Marketing Officer
© 2014 Adometry, Inc. All rights reserved.
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3. First a Word from Our Sponsor
•What we do…
We power more intelligent marketing
•How we do it…
By providing advanced marketing
attribution and optimization solutions
•Our customers…
For 75+ brands and their agency
partners primarily in the auto, telecom,
technology, travel & leisure, FSI, and
retail verticals
© 2014 Adometry, Inc. All rights reserved.
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4. XCMO Summit – April 30-May 2, Austin TX
• One of a kind event for
CMOs, marketing
leaders, heads of
marketing analytics, and
agency execs
• Details, agenda, and
registration at
www.xcmo.com
Tina Moffett, Forrester
© 2014 Adometry, Inc. All rights reserved.
• Early, Early Bird $500 off
ends Feb 28th
4

5. Series Recap
today’s
 Insights and
Optimization Examples
AGENDA
 Big Box Retailer
Case Study
RESULTS
© 2014 Adometry, Inc. All rights reserved.
 Q&A
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6. Attribution 2014 Webinar Series
CLARITY
DIRECTION
ACTION
RESULTS
TRUST
© 2014 Adometry, Inc. All rights reserved.
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7. A Comprehensive Marketing Attribution
Solution
Audience and
CRM Data
Paid Media
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Display
Social Ads
Video
In App Ads
Search
Retargeting
CSEs
Affiliates
Email
SMS
Direct Mail
Catalog
Inserts
D
E
V
I
C
E
S
Transaction &
Sales Channels
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Websites
Call-Center
Kiosk
Brick-n-Mortar
Owned Media
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Referrals
Organic Search
Direct Nav
Organic Social
Content
© 2014 Adometry, Inc. All rights reserved.
•
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KPIs
Conversions
Channels/Sub-Channels
Sources
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Campaigns
Placements keyword, etc.
Creative, content, format
Segments
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8. Webinar 1 – Setting the Direction for
Your Attribution Initiative
•Clearly define your objectives and scope
•Assess each pillar of the model
• What is your aspired level?
• What are the barriers to achieving it?
• What road map makes sense to establish upfront
wins?
•Create your business case for the
investment
DIRECTION
• What improvements are likely?
• What is the cost (internal & external)?
© 2014 Adometry, Inc. All rights reserved.
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9. Webinar 2 – Creating a Data Foundation
You Can Trust
•Begin with the end in mind
• Balance goals, data, and complexity
• Have a vision for how you will use the insights to
drive different activities
•Work your way up the tree
• Low-hanging fruit first – easy to collect, easy to
compile sources, drives most business value
• Add more over time as appropriate
TRUST
•Strategically move from activity to value
based measurement
© 2014 Adometry, Inc. All rights reserved.
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10. Webinar 3 – Creating Clarity and
Actions that Drive Results
•Select an Attribution Approach Based on
Your Business Needs
• Balance model with goals, data, and complexity
• More accurate (data-driven) is better
•Leverage the Insights to Drive Improved
Performance
CLARITY
• Across channels
• Within channels
•Strategically move to leverage predictive
optimization and operationalizing results
© 2014 Adometry, Inc. All rights reserved.
ACTION
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11. Visit and Subscribe to the M2R Blog
for Webinar Recaps and Other
Great Content
www.adometry.com/blog
© 2014 Adometry, Inc. All rights reserved.
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12. Long Term
Wide Spectrum Of Actionability from
Attribution Results
Maximize Exclusivity And Positive Overlap
Optimal Media Plans
Improved Targeting
Customize Messaging
Creative Sequencing
Budget Reallocation Across Channels
Overall Budget Change Action Plan
Minimize Time To Conversion
Budget Reallocation Within Channels
Tactical
Strategic
Geographic Targeting
Frequency Capping
Segment Customers
Identify Overlap/Waste
Eliminate Bottom Performers
Eliminate Wasted Impressions
De-silo Data
© 2014 Adometry, Inc. All rights reserved.
Short Term
Measure Cross-channel Journey
Monitor Data Quality
Identify Top Performers
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13. Cross-Channel Insights
Channel Optimizations
© 2014 Adometry, Inc. All rights reserved.
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14. Optimal Allocation of Budget Within a
Channel
RECOMMENDATION
Use Optimization to
reallocate current budget
across tactics
ESTIMATED IMPACT
+16%
increase in conversions at a
14% lower eCPA
© 2014 Adometry, Inc. All rights reserved.
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15. Display Channel – Viewability
RECOMMENDATION
Refinery29 has high volume
combined with low visibility
– shift spend to higher
quality placements.
RESULTS
14%
decrease in overall display
eCPA by improving
viewability of placements
© 2014 Adometry, Inc. All rights reserved.
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16. Display Channel – Frequency Capping
RECOMMENDATION
Frequency cap on high CPO
placements. Set to 13/day
for TURN RON and
retargeting
RESULTS
$602,528
annual savings and 38%
lower eCPA by removing
non-performing impressions
© 2014 Adometry, Inc. All rights reserved.
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17. Display Channel – Minimizing Reach
Overlap
RECOMMENDATION
Institute cookie blocking so
Chango will not show up
after a Solve impression
RESULTS
$105,600
savings annually and lower
CPO by 31% by removing
non-performing impressions
© 2014 Adometry, Inc. All rights reserved.
17

18. Display Channel – Reallocating Budget
to Better Performing Tactics
RECOMMENDATION
Shift lower-performing Turn
RON placements to Turn
Retargeting
RESULTS
42%
lift in average orders/day for
Turn placements
© 2014 Adometry, Inc. All rights reserved.
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19. Video Channel – Understanding Format
Performance and Role in Funnel
RECOMMENDATION
Video under-credited by 1020%; Acts as introducer in
56% of conversions; Expand
budget and focus on reach
to fill funnel
RESULTS
98%
increase in reach with 65%
increase in budget
© 2014 Adometry, Inc. All rights reserved.
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20. Audience Insights – Opportunities to
Optimize Targeting
Age
20.00%
RECOMMENDATION
Reduce Age 51-55
impressions by 50%;
increase Gourmet Cuisine
impressions by 35%
15.00%
10.00%
5.00%
0.00%
21-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61-65 66-70 71-75
% of Total Impressions
% of Total Attributed Conversions
Frequent Buyers
16%
14%
12%
10%
8%
6%
4%
2%
0%
% of Impressions
© 2014 Adometry, Inc. All rights reserved.
RESULTS
14%
improvement in eCPA
% of Attributed Conversions
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21. Paid Search Channel – Reallocating
Budget Between Providers
Keyword Group 1
RECOMMENDATION
On a fully attributed basis,
opportunity to increase MSN
spend on primary KWs
ESTIMATED IMPACT
Keyword Group 2
7%
increase in conversions
while maintaining target
ROAS
© 2014 Adometry, Inc. All rights reserved.
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22. Paid Search Channel – Programmatic
Bidding Integration
RECOMMENDATION
Integrate attributed keyword
performance into
programmatic bidding
platform.
Transaction
and Revenue
Feeds
ESTIMATED IMPACT
3%-5%
Improvement in efficiency as
measured by ROAS
Attributed KW
Performance
Feed
© 2014 Adometry, Inc. All rights reserved.
Attribution
Processing
23

23. Affiliate – Reallocating Budget to Better
Performing Publishers
RECOMMENDATION
Fully attributed Affiliate CPA
is $6.72 higher than lastclick. Leverage Topperformers report to reallocate spend.
RESULTS
$656,937
savings in reducing nonperforming publishers
© 2014 Adometry, Inc. All rights reserved.
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24. All Channels – Evaluate Efficacy of Role
in Conversion Path
By Tactic
RECOMMENDATION
Inform strategic planning by
utilizing the strengths/roles
correctly depending on
campaign goals.
By Site/Provider/Publisher
ESTIMATED IMPACT
???
By Creative
© 2014 Adometry, Inc. All rights reserved.
understand which tactics
offer opportunities to
maximize to conversion
across the funnel
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25. Cross-Channel Optimizations
© 2014 Adometry, Inc. All rights reserved.
26

26. Optimal Allocation of Budget Across
Channels
RECOMMENDATION
Used Optimization to
reallocate current budget
across channels.
ESTIMATED IMPACT
+30%
more conversions at a 23%
lower eCPA
© 2014 Adometry, Inc. All rights reserved.
27

27. Optimal Allocation of Budget Across
Channels
RECOMMENDATION
Used Optimization to
reallocate current budget
across channels.
ESTIMATED IMPACT
+30%
more conversions at a 23%
lower eCPA
© 2014 Adometry, Inc. All rights reserved.
28

28. Cross Channel – A Unified View of
Performance
RECOMMENDATION
Create a unified metric that
provides an apples-to-apples
view of performance across
channels.
ESTIMATED IMPACT
???
reduced cost in performance
reporting and improved clarity
to inform decisions
© 2014 Adometry, Inc. All rights reserved.
29

29. Cross Channel – Understand the
Interplay of Channels
RECOMMENDATION
Leverage lift reporting to
understand and exploit the
interdependencies between
channels.
ESTIMATED IMPACT
21%
improvement in ROAS by by
shifting display to search,
coordinating sequencing and
creative across the channels
including email
© 2014 Adometry, Inc. All rights reserved.
30

30. A Bit About Brandon
Brandon Bethea
President
© 2014 Adometry, Inc. All rights reserved.
31

31. Problem: Retailer Needed In-Store Sales
$
?
Aging Customers.
Costly Media.
Sales Insights.
 Engage Core Customers
 Reduce FSI Media
 Reduce Offers/Discounts
 Attract New Customers
 Align Digital Efforts
 Online-to-Offline Sales
How do I reach my customers, reduce media waste
and prove the value of digital marketing efforts?
© 2014 Adometry, Inc. All rights reserved.
32

32. Solution: Integrated Digital Program
Activate Audiences
For Accuracy.
Optimize Media
For Efficiency.
Maximize Insights
For Effectiveness.
 Customer Onboarding
 Digital Channel Mix
 Dynamic Offers
 Lookalike Prospecting
 Programmatic Display
 Store Sales Attribution
+38%
-35%
+33%
HIGHER IN-STORE
CONVERSION RATE
Q3 over Q2
© 2014 Adometry, Inc. All rights reserved.
LOWER IN-STORE
HIGHER IN-STORE
COST PER TRANSACTION
Q3 over Q2
RETURN ON AD SPEND
Q3 over Q2
33

33. Results: Audience Accuracy
Customer Onboarding.
Lookalike Prospecting.
On-boarded CRM transactional data to extend the CRM
segmentation program to new digital channels.
We leveraged on-boarded CRM records to build custom
“lookalikes” for display media prospecting campaigns.
 Segmentation Personas
 Lookalike Extension Models
 Transactional Records
 Data Segmentation Profiles
+56%
0.39%
+32%
0.25%
HIGHER IN-STORE
CONVERSION RATE
HIGHER IN-STORE
CONVERSION RATE
Average
© 2014 Adometry, Inc. All rights reserved.
0.33%
0.25%
CRM Segments
Average
Lookalikes
34

34. Results: Media Efficiency
Digital Channel Mix.
Programmatic Display.
We analyzed the digital channel mix to determine the
impact of each channel in the overall marketing mix.
We set up deals with premium publishers to only buy
inventory when it matches our audiences and criteria.
 Channel Lift
 Programmatic Premium Publishers
 Funnel Stage
 Brand Safe + Ad Viewability
$2.71
3.63%
+31%
2.78%
-37%
HIGHER IN-STORE
CONVERSION RATE
LOWER IN-STORE
COST PER TRANSACTION
Search
© 2014 Adometry, Inc. All rights reserved.
$1.70
Search +
Display
Average
Premiums
35

35. Results: Media Efficiency
Digital Channel Mix.
Programmatic Display.
We analyzed the digital channel mix to determine the
impact of each channel in the overall marketing mix.
We set up deals with premium publishers to only buy
inventory when it matches our audiences and criteria.
 Channel Lift
 Programmatic Premium Publishers
 Funnel Stage
 Brand Safe + Ad Viewability
$2.71
3.63%
+31%
2.78%
-37%
HIGHER IN-STORE
CONVERSION RATE
LOWER IN-STORE
COST PER TRANSACTION
Search
© 2014 Adometry, Inc. All rights reserved.
$1.70
Search +
Display
Average
Premiums
36

36. Results: Insight Effectiveness
?
Dynamic Offers.
Store Sales Attribution.
We activated dynamic creative to target messaging
and offers based on each customer/prospect profile.
We analyzed sales performance by DMAs to determine
which markets were the best fit for digital media ROI.
 Dynamic Creative Ads
 States & DMA Sales Data
 Message Testing
 FSI vs. Digital Test Markets
+70%
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17
0.34%
+160%
HIGHER IN-STORE
CONVERSION RATE
HIGHER IN-STORE
RETURN ON AD SPEND
Static Flash
Dynamic Ads
0.13%
New York
Austin
For illustration purposes only
© 2014 Adometry, Inc. All rights reserved.
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37. Next Steps: Test, Learn & Optimize
?
Quarterly Performance.
Next Steps.
We optimized each audience, channel and creative
over the business quarter to have consistent lift.
We are now working with Adometry to expand our
attribution program with several new features.
 +38% Conversion Rate
 Audience Data Reports
 -35% CPA
 Budget Optimization Modeling
 +33% ROAS
 Validate Viewability Reporting
© 2014 Adometry, Inc. All rights reserved.
38

38. Webinar 4 – Realizing Results from Your
Investment
•For most marketers, huge opportunity to
improve display, video, and TOFU media
• Viewability, frequency, reach, audiences
•For Search, Affiliate, Email, and other
MOFU and BOFU media
• Adjust based on new view of performance
• Identify and group performers by stage
• Integrate with programmatic platforms
RESULTS
•Across Channels
• Optimize budget allocations
• Leverage campaign, creative, and sequencing
© 2014 Adometry, Inc. All rights reserved.
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39. © 2014 Adometry, Inc. All rights reserved.
40

40. Casey Carey
casey.carey@adometry.com
@caseycarey
© 2014 Adometry, Inc. All rights reserved.
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41. © 2014 Adometry, Inc. All rights reserved.
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