Marketers have been applying
science, specifically statistics and
econometric modeling, for many
decades now to answer the key
question all advertisers face - how
to allocate media budgets across
channels to maximise overall return
on advertising spend (ROAS) with a
limited budget.
This document discusses attribution and how to properly attribute leads and conversions to specific marketing activities and touchpoints. It notes that attribution has become more difficult as the number and diversity of marketing channels has increased. Several common attribution methods are described, including last touch, first touch, equal weighting, and customer reported touchpoint. The document advocates for aggressive data collection, various web analytics techniques to track attribution over time, and careful analysis of attribution including dark testing and correlation analysis to understand how marketing activities relate to outcomes.
Multi Channel Attribution - Driving Marketing Spend Planning In The Big Data AgeAbsolutdata Analytics
This presentation was given by Eli Kling, Director - Analytics, AbsolutData at The Business Analytics Conference, AmsterDam, October 2013.
AbsolutData is a global leader in applying analytics to drive sales and increase profits for its customers. AbsolutData has built strong expertise and traction with Fortune 1000 companies across 40 countries. We specialize in big data, high end business analytics, predictive modeling, research, reporting, social media analytics and data management services. AbsolutData delivers world class analytics solutions by combining their expertise in industry domains, analytical techniques and sophisticated tools
This presentation is from Performance Marketing Summit (May 18, 2015 in Boca Raton, FL). Session description: Marketers need the right tools for precise attribution. I will cover some of these platform insights, strategies to further understand channel effectiveness, and tools to optimize campaign management.
In this era where a customer is connecting with your brand through multiple channels, find out how each channel is contributing towards your bottom line, and how to calculate its true ROI.
IBM Thought Leadership Thursday - Marketing Attribution roadshow presentationBlair Reeves
This is a copy of the presentation used at several Thought Leadership Thursday events describing the fundamentals of marketing attribution from digital, cross-channel and marketing planning perspectives.
This document discusses multi-channel analytics and provides solutions for measuring interactions across online and offline channels. It outlines the problem of measuring users across channels due to a lack of common identifiers. Attribution models are presented as a solution to assign values to different channels' contributions. The document also discusses data collection techniques for measuring online impact on offline campaigns through tools like vanity URLs and coupons. Measuring offline impact on online campaigns through call tracking and unique offers is also covered. The goal is to implement multi-channel analytics through centralized data and attribution models while measuring offline calls to action and interactions that start online.
This document provides an overview of off-site web analytics. It discusses various display advertising tools and metrics used to analyze online advertising data. It also covers search engine optimization, search engine marketing, and social media reporting. The document includes sections on display media, SEO, SEM, and social media metrics. It describes tools, metrics, and how to analyze data from various online marketing channels.
This document discusses attribution and how to properly attribute leads and conversions to specific marketing activities and touchpoints. It notes that attribution has become more difficult as the number and diversity of marketing channels has increased. Several common attribution methods are described, including last touch, first touch, equal weighting, and customer reported touchpoint. The document advocates for aggressive data collection, various web analytics techniques to track attribution over time, and careful analysis of attribution including dark testing and correlation analysis to understand how marketing activities relate to outcomes.
Multi Channel Attribution - Driving Marketing Spend Planning In The Big Data AgeAbsolutdata Analytics
This presentation was given by Eli Kling, Director - Analytics, AbsolutData at The Business Analytics Conference, AmsterDam, October 2013.
AbsolutData is a global leader in applying analytics to drive sales and increase profits for its customers. AbsolutData has built strong expertise and traction with Fortune 1000 companies across 40 countries. We specialize in big data, high end business analytics, predictive modeling, research, reporting, social media analytics and data management services. AbsolutData delivers world class analytics solutions by combining their expertise in industry domains, analytical techniques and sophisticated tools
This presentation is from Performance Marketing Summit (May 18, 2015 in Boca Raton, FL). Session description: Marketers need the right tools for precise attribution. I will cover some of these platform insights, strategies to further understand channel effectiveness, and tools to optimize campaign management.
In this era where a customer is connecting with your brand through multiple channels, find out how each channel is contributing towards your bottom line, and how to calculate its true ROI.
IBM Thought Leadership Thursday - Marketing Attribution roadshow presentationBlair Reeves
This is a copy of the presentation used at several Thought Leadership Thursday events describing the fundamentals of marketing attribution from digital, cross-channel and marketing planning perspectives.
This document discusses multi-channel analytics and provides solutions for measuring interactions across online and offline channels. It outlines the problem of measuring users across channels due to a lack of common identifiers. Attribution models are presented as a solution to assign values to different channels' contributions. The document also discusses data collection techniques for measuring online impact on offline campaigns through tools like vanity URLs and coupons. Measuring offline impact on online campaigns through call tracking and unique offers is also covered. The goal is to implement multi-channel analytics through centralized data and attribution models while measuring offline calls to action and interactions that start online.
This document provides an overview of off-site web analytics. It discusses various display advertising tools and metrics used to analyze online advertising data. It also covers search engine optimization, search engine marketing, and social media reporting. The document includes sections on display media, SEO, SEM, and social media metrics. It describes tools, metrics, and how to analyze data from various online marketing channels.
Print Service Providers - Centripetal MarketingMotheral
This document discusses how print service providers can generate new revenue by offering integrated marketing management services to clients. It notes major marketing trends like new digital channels, more informed customers, and demands for improved performance accountability. Integrated marketing management provides tools to manage marketing operations, campaigns, customer engagement, and analytics across channels in a closed-loop system. This improves manageability, accountability and ROI for clients. The document argues print service providers should partner with Centripetal Media to protect existing client relationships and build new revenue streams through integrated marketing services.
This document discusses best practices for multi-channel attribution in digital marketing. It recommends moving away from last-click attribution models and toward multi-touch attribution models that account for all interactions across channels over time. Successful multi-channel attribution requires a well-planned strategy, evaluation of available tools, and accounting for differences between channels and interactions. The goal is to more accurately understand how channels work together to influence conversions.
Measuring the Effectiveness of Online Advertising: Lessons LearnedCom score ...Adheaven.net
This document discusses measuring the effectiveness of online advertising and lessons learned. It finds that clicks are a misleading metric and don't reflect brand building effects. Continuous behavioral panels that don't rely on cookies are presented as a solution to more accurately measure advertising effectiveness. The document also discusses how online advertising can increase site visits and lift retail sales, both online and offline, even with minimal clicks. It emphasizes that the strength of creative is a major driver of advertising impact.
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.
The traditional ways of measuring multi-channel marketing one channel at a time no longer work because consumers don’t interact with companies or their products that way. They cross channels and move through a variety of touch points, using a number of different devices, from anywhere in the world. Fueled by ubiquitous connectivity, consumers are more empowered than ever, creating a challenge for advertisers to measure and improve the performance of their marketing channels, tactics and strategies.
The document discusses various aspects of media and advertising, including:
1) It provides definitions of advertising from several experts and outlines the history of changing advertising media technologies.
2) It shows how marketing activities have evolved from one-way communication to multi-way interactions and how advertising spending has shifted from traditional to digital channels.
3) It outlines models of the advertising communication process and the cognitive and behavioral effects of advertising on consumers.
• Stating the case for display as a relevant advertising strategy
• Campaign planning and KPIs to measure
• Pricing and ad units to consider
• Targeting tactics and retargeting overview
• Mobile web and app campaigns
• Campaign optimization strategies
• A tour of the Google Display Network platform
• B2B topics; lead nurturing, native advertising, LinkedIn advertising
• Display measurement; View-throughs, attribution modeling
Destroying Data Silos Through Advanced Customer Analytics And OptimaHubDatalicious
Mat Hauck presented at Forrester's Forum for Marketing Leaders in New York City on customer data silos, how they impact revenue and customer service, and overcoming these challenges with the OptimaHub.
This document discusses online display advertising and banner ad effectiveness. It provides information on different types of display ads like banner ads, interstitial banners, pop-ups, etc. It also discusses factors that influence banner ad effectiveness such as viewability, click-through rate (CTR), emotional appeals, incentives, credibility and acquiring the right customer. The document recommends that to maximize effectiveness, advertisers should consider viewability, optimize ad formats for higher CTR and focus on building brand image and credibility in addition to direct response. It also discusses how to allocate budgets optimally between content placement and ad networks to achieve higher CTR while minimizing risk.
This document argues that investing in a full digital marketing funnel, including upper and lower funnel tactics, yields better results than using just lower funnel tactics alone. It summarizes an analysis of campaign data from multiple DSPs that showed upper funnel tactics like prospecting positively influenced lower funnel strategies like remarketing by driving more users and clicks into the remarketing pool, increasing reach and conversion rates. Specifically, campaigns using a full funnel approach saw 64-110% higher conversion rates than remarketing alone. The document concludes that combining upper and lower funnel tactics increases conversion volumes through incremental conversions.
Behavioral Targeting Across Online Advertising Channels
Behavioral targeting and channel development are some of the two most revenue-focused topics in online advertising today. However, knowing how to target customers and on which channel can be challenging for any business. Learn how to improve in both areas while minimizing upfront expenses, doubling the reach of your online advertising and growing your customer base.
* Monica Seebohm, Director of Audience Targeting, West, AudienceScience
Multi-Channel Attribution: Measure Online Marketing ROI - Marketing Automatio...Universem
Presentation given at Marketing Automation Summit 2014 on Septembre 19th 2014. http://www.digimedia.be/forum/MAS/
We covered 3 topics in this presentation:
1. What is Multi-Channel Attribution?
2. How to measure the ROI of your marketing actions?
3. Multi-Channel Attribution in practice
Client retention and increasing brand awareness are important for business growth. Various marketing techniques can be used at low cost and with good ROI, including:
- Analyzing customer data to better target existing clients through personalized emails, newsletters and campaigns.
- Increasing online exposure through methods like press releases, social media, videos and mobile apps to engage new customers and generate leads.
- Creating targeted databases and marketing strategically to these segmented groups through mail, SMS and telemarketing to attract new clients cost effectively.
The document discusses Adometry Attribute, a cross-channel marketing measurement solution that helps advertisers manage and measure their media spend across channels. It unifies siloed data to provide performance insights and optimization recommendations. Through advanced data mining and attribution modeling, it helps marketers improve returns on ad spend.
Paid marketing options like search ads and display network ads allow businesses to reach massive online audiences. Search ads appear on search engines when people search for related terms, and can be targeted based on keywords, location, and user characteristics. Display ads show up on websites across Google and local ad networks' display networks, providing broad reach to relevant audiences based on interests and other attributes. While search ads rely on relevance and calls-to-action to get users to click, display ads must also disrupt and grab users' attention since they are not actively searching. Proper targeting and creative design are important for paid digital ads to effectively reach goals.
This document provides an overview and introduction to real-time bidding (RTB) and the digital advertising ecosystem. It summarizes the evolution of digital advertising from print to banners to social media. It then explains key aspects of the RTB ecosystem including ad exchanges, demand-side platforms, and supply-side platforms. The document also discusses challenges around attribution and how RTB can help address these by incorporating site visits and conversions into attribution models. Finally, it provides two case studies on how RTB helped companies find new customers and donors in a targeted and cost-effective manner.
Capabilities of 'Comprehensive Analysis (newage.)newage.
In this presentation, we describe our own methodology of 'Comprehensive Analysis' of digital media campaigns. This approach to ad campaigns analysis helps our clients to uncover the real ROI of their ad placements, creatives and audiences. Our in-depth analysis helps to get clarity into what is really working and what is not. In this slide deck, we also walk you through some real-life examples of how 'Comprehensive Analysis' worked for the benefit of our clients.
Digital marketing utilizes electronic devices and platforms like websites, apps, and social media to promote products and services online. There are 5 components of a digital marketing strategy: know your business, know your competition, know your customers, know your goals, and know your results. Compared to traditional marketing, digital marketing allows you to reach a much larger potential customer base worldwide in a more engaging, two-way communication.
This document presents a marketing model called "Connect, Cultivate, Convert" which consists of three steps: 1) Connect - Get noticed through paid, owned, and earned media. Drive people to owned digital channels. 2) Cultivate - Turn awareness into brand preference through valuable content, capturing consumer data, empowering social communities, and enabling trust. 3) Convert - Close deals by focusing websites on conversion, using marketing automation, and making customers into brand ambassadors through content. The model provides an easy framework for navigating the complex new digital marketing landscape.
E marketer integrating_search_and_display-tactics_for_more_effective_advertisingAdCMO
Search and display advertising can complement each other when integrated effectively through techniques like attribution modeling. Attribution modeling assigns credit to various marketing events like display ads and search that influence conversions. This provides marketers insight into how display and search affect the customer journey. While integrating the two formats can be challenging due to data alignment and measurement issues, it allows marketers to optimize budgets across campaigns for more efficient results.
MYTH-BUSTING SOCIAL MEDIA ADVERTISING - Convertro social media_report_final2Abdallah Nabulsi
Social media advertising can be effective, but its impact depends on factors like whether ads are paid or organic, the specific social network, and the product category. Paid social media tends to drive more new customers and sales than organic posts. YouTube and Facebook are generally stronger for introducing products and driving conversions. The impact also varies by industry, with subscription and health/beauty products benefiting more from social ads. Carefully optimizing campaigns across different touchpoints is important to maximize ROI from social media.
Print Service Providers - Centripetal MarketingMotheral
This document discusses how print service providers can generate new revenue by offering integrated marketing management services to clients. It notes major marketing trends like new digital channels, more informed customers, and demands for improved performance accountability. Integrated marketing management provides tools to manage marketing operations, campaigns, customer engagement, and analytics across channels in a closed-loop system. This improves manageability, accountability and ROI for clients. The document argues print service providers should partner with Centripetal Media to protect existing client relationships and build new revenue streams through integrated marketing services.
This document discusses best practices for multi-channel attribution in digital marketing. It recommends moving away from last-click attribution models and toward multi-touch attribution models that account for all interactions across channels over time. Successful multi-channel attribution requires a well-planned strategy, evaluation of available tools, and accounting for differences between channels and interactions. The goal is to more accurately understand how channels work together to influence conversions.
Measuring the Effectiveness of Online Advertising: Lessons LearnedCom score ...Adheaven.net
This document discusses measuring the effectiveness of online advertising and lessons learned. It finds that clicks are a misleading metric and don't reflect brand building effects. Continuous behavioral panels that don't rely on cookies are presented as a solution to more accurately measure advertising effectiveness. The document also discusses how online advertising can increase site visits and lift retail sales, both online and offline, even with minimal clicks. It emphasizes that the strength of creative is a major driver of advertising impact.
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.
The traditional ways of measuring multi-channel marketing one channel at a time no longer work because consumers don’t interact with companies or their products that way. They cross channels and move through a variety of touch points, using a number of different devices, from anywhere in the world. Fueled by ubiquitous connectivity, consumers are more empowered than ever, creating a challenge for advertisers to measure and improve the performance of their marketing channels, tactics and strategies.
The document discusses various aspects of media and advertising, including:
1) It provides definitions of advertising from several experts and outlines the history of changing advertising media technologies.
2) It shows how marketing activities have evolved from one-way communication to multi-way interactions and how advertising spending has shifted from traditional to digital channels.
3) It outlines models of the advertising communication process and the cognitive and behavioral effects of advertising on consumers.
• Stating the case for display as a relevant advertising strategy
• Campaign planning and KPIs to measure
• Pricing and ad units to consider
• Targeting tactics and retargeting overview
• Mobile web and app campaigns
• Campaign optimization strategies
• A tour of the Google Display Network platform
• B2B topics; lead nurturing, native advertising, LinkedIn advertising
• Display measurement; View-throughs, attribution modeling
Destroying Data Silos Through Advanced Customer Analytics And OptimaHubDatalicious
Mat Hauck presented at Forrester's Forum for Marketing Leaders in New York City on customer data silos, how they impact revenue and customer service, and overcoming these challenges with the OptimaHub.
This document discusses online display advertising and banner ad effectiveness. It provides information on different types of display ads like banner ads, interstitial banners, pop-ups, etc. It also discusses factors that influence banner ad effectiveness such as viewability, click-through rate (CTR), emotional appeals, incentives, credibility and acquiring the right customer. The document recommends that to maximize effectiveness, advertisers should consider viewability, optimize ad formats for higher CTR and focus on building brand image and credibility in addition to direct response. It also discusses how to allocate budgets optimally between content placement and ad networks to achieve higher CTR while minimizing risk.
This document argues that investing in a full digital marketing funnel, including upper and lower funnel tactics, yields better results than using just lower funnel tactics alone. It summarizes an analysis of campaign data from multiple DSPs that showed upper funnel tactics like prospecting positively influenced lower funnel strategies like remarketing by driving more users and clicks into the remarketing pool, increasing reach and conversion rates. Specifically, campaigns using a full funnel approach saw 64-110% higher conversion rates than remarketing alone. The document concludes that combining upper and lower funnel tactics increases conversion volumes through incremental conversions.
Behavioral Targeting Across Online Advertising Channels
Behavioral targeting and channel development are some of the two most revenue-focused topics in online advertising today. However, knowing how to target customers and on which channel can be challenging for any business. Learn how to improve in both areas while minimizing upfront expenses, doubling the reach of your online advertising and growing your customer base.
* Monica Seebohm, Director of Audience Targeting, West, AudienceScience
Multi-Channel Attribution: Measure Online Marketing ROI - Marketing Automatio...Universem
Presentation given at Marketing Automation Summit 2014 on Septembre 19th 2014. http://www.digimedia.be/forum/MAS/
We covered 3 topics in this presentation:
1. What is Multi-Channel Attribution?
2. How to measure the ROI of your marketing actions?
3. Multi-Channel Attribution in practice
Client retention and increasing brand awareness are important for business growth. Various marketing techniques can be used at low cost and with good ROI, including:
- Analyzing customer data to better target existing clients through personalized emails, newsletters and campaigns.
- Increasing online exposure through methods like press releases, social media, videos and mobile apps to engage new customers and generate leads.
- Creating targeted databases and marketing strategically to these segmented groups through mail, SMS and telemarketing to attract new clients cost effectively.
The document discusses Adometry Attribute, a cross-channel marketing measurement solution that helps advertisers manage and measure their media spend across channels. It unifies siloed data to provide performance insights and optimization recommendations. Through advanced data mining and attribution modeling, it helps marketers improve returns on ad spend.
Paid marketing options like search ads and display network ads allow businesses to reach massive online audiences. Search ads appear on search engines when people search for related terms, and can be targeted based on keywords, location, and user characteristics. Display ads show up on websites across Google and local ad networks' display networks, providing broad reach to relevant audiences based on interests and other attributes. While search ads rely on relevance and calls-to-action to get users to click, display ads must also disrupt and grab users' attention since they are not actively searching. Proper targeting and creative design are important for paid digital ads to effectively reach goals.
This document provides an overview and introduction to real-time bidding (RTB) and the digital advertising ecosystem. It summarizes the evolution of digital advertising from print to banners to social media. It then explains key aspects of the RTB ecosystem including ad exchanges, demand-side platforms, and supply-side platforms. The document also discusses challenges around attribution and how RTB can help address these by incorporating site visits and conversions into attribution models. Finally, it provides two case studies on how RTB helped companies find new customers and donors in a targeted and cost-effective manner.
Capabilities of 'Comprehensive Analysis (newage.)newage.
In this presentation, we describe our own methodology of 'Comprehensive Analysis' of digital media campaigns. This approach to ad campaigns analysis helps our clients to uncover the real ROI of their ad placements, creatives and audiences. Our in-depth analysis helps to get clarity into what is really working and what is not. In this slide deck, we also walk you through some real-life examples of how 'Comprehensive Analysis' worked for the benefit of our clients.
Digital marketing utilizes electronic devices and platforms like websites, apps, and social media to promote products and services online. There are 5 components of a digital marketing strategy: know your business, know your competition, know your customers, know your goals, and know your results. Compared to traditional marketing, digital marketing allows you to reach a much larger potential customer base worldwide in a more engaging, two-way communication.
This document presents a marketing model called "Connect, Cultivate, Convert" which consists of three steps: 1) Connect - Get noticed through paid, owned, and earned media. Drive people to owned digital channels. 2) Cultivate - Turn awareness into brand preference through valuable content, capturing consumer data, empowering social communities, and enabling trust. 3) Convert - Close deals by focusing websites on conversion, using marketing automation, and making customers into brand ambassadors through content. The model provides an easy framework for navigating the complex new digital marketing landscape.
E marketer integrating_search_and_display-tactics_for_more_effective_advertisingAdCMO
Search and display advertising can complement each other when integrated effectively through techniques like attribution modeling. Attribution modeling assigns credit to various marketing events like display ads and search that influence conversions. This provides marketers insight into how display and search affect the customer journey. While integrating the two formats can be challenging due to data alignment and measurement issues, it allows marketers to optimize budgets across campaigns for more efficient results.
MYTH-BUSTING SOCIAL MEDIA ADVERTISING - Convertro social media_report_final2Abdallah Nabulsi
Social media advertising can be effective, but its impact depends on factors like whether ads are paid or organic, the specific social network, and the product category. Paid social media tends to drive more new customers and sales than organic posts. YouTube and Facebook are generally stronger for introducing products and driving conversions. The impact also varies by industry, with subscription and health/beauty products benefiting more from social ads. Carefully optimizing campaigns across different touchpoints is important to maximize ROI from social media.
This document analyzes the impact of Facebook advertising on paid search performance for a large retailer. It found that audiences exposed to both Facebook and paid search ads ("Search + FB") had significantly better paid search metrics than those exposed to paid search alone ("Search Only"): 30% higher return on ad spend, 24% higher average order value, 7% higher click-through rate, and 4.5% lower cost per acquisition. This provides evidence that Facebook advertising can improve other digital channels like paid search when used together as part of an integrated marketing strategy.
One of the crucial trends nowadays will be the growth of attribution modeling. However, many savvy marketers are still missing the opportunity to reap the benefits of attribution modeling, hence this whitepaper is aimed at providing a comprehensive overview of what marketing attribution is all about.
eMarketer Webinar: Integrating Search and Display—Tactics for More Effective ...eMarketer
Join eMarketer Principal Analyst David Hallerman and learn how to improve the process of buying, integrating and measuring search and display advertising.
The document discusses the performance and metrics of the All of Us media campaigns. It provides details on campaign objectives, goals and KPIs such as CTR, CVR, and CPA. It summarizes the reach, website traffic, and number of estimated account conversions for both the national campaign and co-branded campaign. Predictive modeling estimates the national campaign has achieved between 14,088 to 28,446 account conversions with a CPA range of $72 to $35. The campaigns have been successful in creating program awareness, interest and filling the website funnel with new traffic.
8 Top Digital Marketing Metrics To TrackBMN Infotech
n the digital age, marketing is defined differently than it was in the past. It is no longer limited to light branding and nebulous awareness campaigns.
Work Smarter Not Harder: How to Drive SEO Traffic Without RankingNirvana Canada
The goal of many businesses looking to drive more traffic to their websites is to snag a coveted spot on the top of Google’s search engine results page (SERP). However, while effective, this strategy can take months – or even years – to accomplish, and in some highly competitive industries, it may not happen at all.
Explore the world of Integrated Marketing Campaigns with IM4U, a leading expert in the field. Learn the importance of measuring marketing effectiveness, discover key metrics, and delve into case studies showcasing impactful results. Uncover the power of data-driven marketing, understand the role of analytics tools, and optimize your campaigns for maximum ROI. IM4U is your partner in elevating digital marketing strategies, offering proven expertise and innovative solutions for sustained business growth.
This document discusses the relationship between high viewability rates and campaign performance metrics like click-through rate. It finds that placements with viewability rates over 90% make up only 1.8% of inventory. Pursuing both high viewability and high performance metrics equally can be less effective than focusing on them separately, as it limits available high-performing placements and requires backfilling impressions to meet viewability targets. The document recommends defining campaign success separately by viewability, performance or sales lift to optimize outcomes.
Display advertising can influence customers at every stage of the marketing funnel by increasing brand awareness, driving further engagement with educational content, and boosting conversions. Research has found that display advertising leads to a 6% lift in brand awareness and a 94% increase in related keyword searches. It also results in a 140% increase in engagement with advertiser content and an 82% higher likelihood of prospects downloading content. When paired with search campaigns, display can produce a 119% lift in sales. Display makes an impact throughout the entire customer journey from awareness to purchase.
Digital marketing channels such as email, SEO, PPC, social media, affiliate marketing and mobile can help businesses achieve certain results including greater brand recognition, increased ROI, enhanced sales funnel, increased repeat purchases, greater customer satisfaction, and top and bottom line growth. The key is to take a strategic approach to each channel, such as developing email lifecycles, optimizing landing pages for PPC, engaging customers on social media in real-time, developing key affiliate partnerships, and ensuring the business is prepared for growing mobile opportunities. Creativity and testing are important across all channels.
This document discusses programmatic prospecting, which uses third-party data to target and reach potential new customers. It evaluates different data providers and DSPs to determine how to maximize their audience data and use data more efficiently. Key aspects of an effective prospecting strategy include understanding campaign objectives, selecting the right audience segments, and pairing prospecting with remarketing to support lower-funnel conversions. Prospecting should be evaluated based on media efficiency, quality of audiences reached, and ability to scale.
Successful digital marketing ROI measurement considers reach, engagement, and conversion metrics across channels. It also takes industry differences into account. Firms that quantify variables like costs, traffic, conversion rates, and customer lifetime value can make more profitable investment decisions. The study will analyze measurement practices through a survey of global digital marketing managers in different industries. Insights on best practices from platform features and case studies will also be considered to develop a benchmark for cross-industry comparison. Results may show variability in ROI calculation methods between industries but execution quality as the differentiating factor for successful companies.
Performance marketing uses clearly defined business objectives and metrics to optimize advertising campaigns. This includes cost-per-action models like affiliate marketing and programmatic ads. Affiliate marketing accounts for 7.5% of digital retail spend and is growing due to better data and the rise of social media affiliate links. Nearly half of all digital retail ad spending goes towards pay-for-performance formats like search, classifieds, app installs, and email. Performance marketing has grown for retailers as they face pressure to increase efficiency from Amazon and falling foot traffic.
This document outlines 17 key performance indicators (KPIs) that can be used to define the success of a virtual event, including visits and downloads, registration rates, abandonment rates, conversion rates, retention rates, traffic from referrals, interactive sessions, poll response rates, effectiveness of new features, social media engagement, sales management, feedback and surveys, click-through rates, return on investment, cost per acquisition, average daily attendance, and sponsorship revenue. It concludes by emphasizing the importance of analyzing these metrics to improve event performance and growth over time.
1. The document examines the relationship between online advertising and brand building. It finds that click-through rates are not correlated with brand metrics or offline sales, but some brand metrics like purchase consideration are correlated with offline sales impact.
2. The document also finds that while online ads can succeed in driving brand impact through increased awareness, recall, and message association, success is not guaranteed and advertisers need new online branding metrics beyond clicks and impressions.
3. The document analyzes over 500 online ad campaigns and finds they on average increase brand metrics like awareness and recall, though influencing opinions and purchase intent is more difficult but still possible with well-executed online ads.
Digital marketing refers to advertising through online channels like search engines, websites, social media, email and mobile apps. It can help solve problems like not knowing the audience, lack of SEO optimization, no social media strategy, siloed marketing teams, and inability to report on metrics. The main components of digital marketing are paid search, search engine optimization (SEO), content marketing, social media marketing, email marketing, mobile marketing, and marketing automation.
With Digital's increased importance in the marketing mix, brand leaders are naturally concerned with measuring and proving its efficacy. With Digital, there is no shortage of data to evaluate as part of this process. But all that data brings with it a new challenge – identifying which metrics we should care about, and how to best measure them. This paper examines the current state of digital measurement and opines for more scientific measurement approach utilizing a test and control methodology.
Similar to Datalicious media-attribution-optimising-digial-marketing-spend-in-financial-services (20)
Tips for the Food sector: To keep up with this constantly shifting consumer behavior, look for early signs by using Google Trends to see how demand for certain food products or delivery services is changing to meet people’s needs.
Tips for Travel marketers: Our APAC travel recovery itinerary revealed that people have local trips and safety in mind, so marketers should seek to provide safety information upfront and present local product offerings and fun activities.
Tips for keeping people entertained: Though some people who signed up for a new entertainment source might stay, there’s also a higher likelihood of churn when their trial period ends. If you saw an increase in people signing up for your online products and services, focus on retention to keep them coming back, especially if you offered a free trial during the pandemic.
Tips for merchants: Make sure you integrate digital payment options for your consumers. Digital payments are expected to see a continued boost post-COVID-19, and trust in e-Wallets will likely increase.
Although there is still some instability, the internet sector in SEA is set to emerge stronger than ever in a post-COVID-19 world. The digital economy remains a bright spot in a very challenging economic environment, and e-Commerce remains a key driver of growth. The biggest takeaway for brands and marketers is the need to focus on people and their changing habits online, as well as keeping up with changing trends, as we continue to understand what our new normal will look like in the future.
A Roadmap for CrossBorder Data Flows: Future-Proofing Readiness and Cooperati...Peerasak C.
The World Economic Forum partnered with the Bahrain Economic Development Board and a Steering Committee-led project community of organizations from around the world to co-design the Roadmap for Cross-Border Data Flows, with the aim of identifying best-practice policies that both promote innovation in data-intensive technologies and enable data collaboration at the regional and international levels.
Creating effective policy on cross-border data flows is a priority for any nation that critically depends on its interactions with the rest of the world through the free flow of capital, goods, knowledge and people. Now more than ever, cross-border data flows are key predicates for countries and regions that wish to compete in the Fourth Industrial Revolution and thrive in the post COVID-19 era.
Despite this reality, we are witnessing a proliferation of policies around the world that restrict the movement of data across borders, which is posing a serious threat to the global digital economy, and to the ability of nations to maximize the economic and social benefits of data-reliant technologies such as artificial intelligence (AI) and blockchain.
We hope that countries wishing to engage in cross-border data sharing can feel confident in using the Roadmap as a guide for designing robust respective domestic policies that retain a fine balance between the benefits and risks of data flows.
“Freelancing in America” (FIA) is the most comprehensive study of the independent workforce. Commissioned by Upwork and
Freelancers Union, this study analyzes the size and impact of the freelance economy, as well as the motivations and challenges of this way of working. This year 53 percent of Gen Z workers freelanced—the highest independent workforce participation of any age bracket since FIA’s launch in 2014.
How to start a business: Checklist and CanvasPeerasak C.
How to start a business
A 15-point checklist and notes to take you from idea to launch
It’s critical to understand and manage your startup costs and cash flow wisely. If you aren’t self-funded, find out which investment options make the most sense for your business.
Outsourcing or hiring employees who are experts in their field will free up your time to focus on what you do best so you can drive faster growth. You can also lean on business partners in your community for support and to collectively grow your customer base.
Always remember, fortune favors the bold. But, it also smiles upon those who are prepared.
Download the business model canvas and full checklist here:
https://quickbooks.intuit.com/cas/dam/DOCUMENT/A5AuvH7EZ/Checklist-and-canvas.pdf
The Multiple Effects of Business Planning on New Venture PerformancePeerasak C.
ABSTRACT
We investigate the multiple effects of writing a business plan prior to start-up on new venture performance. We argue that the impact of business plans depends on the purpose for and circumstances in which they are being used. We offer an empirical methodology which can account for these multiple effects while disentangling real impact effects from selection
effects. We apply this to English data where we find that business plans promote employment growth. This is found to be due to the impact of the plan and not selection effects.
- Source: https://www.effectuation.org/wp-content/uploads/2017/06/The-Multiple-Effects-of-Business-Planning-onNew-Venture-Performance-1.pdf
Artificial Intelligence and Life in 2030. Standford U. Sep.2016Peerasak C.
Executive Summary
Artificial Intelligence (AI) is a science and a set of computational technologies that are inspired by—but typically operate quite differently from—the ways people use their nervous systems and bodies to sense, learn, reason, and take action. While the rate of progress in AI has been patchy and unpredictable, there have been significant advances since the field's inception sixty years ago. Once a mostly academic area of study, twenty-first century AI enables a constellation of mainstream technologies that are having a substantial impact on everyday lives. Computer vision and AI planning, for example, drive the video games that are now a bigger entertainment industry than Hollywood. Deep learning, a form of machine learning based on layered representations of variables referred to as neural networks, has made speech-understanding practical on our phones and in our kitchens, and its algorithms can be applied widely to an array of applications that rely on pattern recognition. Natural Language Processing (NLP) and knowledge representation and reasoning have enabled a machine to beat the Jeopardy champion and are bringing new power to Web searches.
- Source: Peter Stone, Rodney Brooks, Erik Brynjolfsson, Ryan Calo, Oren Etzioni, Greg Hager, Julia Hirschberg, Shivaram Kalyanakrishnan, Ece Kamar, Sarit Kraus, Kevin Leyton-Brown, David Parkes, William Press, AnnaLee Saxenian, Julie Shah, Milind Tambe, and Astro Teller. "Artificial Intelligence and Life in 2030." One Hundred Year Study on Artificial Intelligence: Report of the 2015-2016 Study Panel, Stanford University, Stanford, CA, September 2016. Doc: http://ai100.stanford.edu/2016-report. Accessed: September 6, 2016.
Testing Business Ideas by David Bland & Alex Osterwalder Peerasak C.
This document provides an overview and sample pages from a book about testing business ideas. It discusses designing a team to test ideas, aligning team members, shaping ideas using a business model canvas, and selecting experiments for discovery and validation. The goal is to help reduce risk and uncertainty for new business ideas through systematic experimentation and learning.
Royal Virtues by Somdet Phra Buddhaghosajahn (P. A. Payutto) translated by Ja...Peerasak C.
Foreword
On the 13th October 2016 His Majesty King Bhumibol Adulyadej, the ninth monarch of his line, passed away. This was a cause of great grief to the people of Thailand. Before long his subjects were queuing in huge numbers to pay their respects to his body, a phenomenon that has continued for the many succeeding months. Now, with just over a year having passed, the Royal Cremation Ceremony is to take place on 26th October 2017.
On such a momentous occasion it is important that the admirable demonstration of gratitude for all that His Majesty has given to the nation, should be supplemented by the effort to express that gratitude by carrying on his good works for the longlasting benefit of our country. Last year I delivered a Dhamma discourse which encouraged this effort, and it has now been published as ธรรมของพระราชา; this book is its English translation.
I would like to express my appreciation for all the people with the faith and devotion to Dhamma, and with the best of wishes for the nation in mind, who have contributed to the publication of this book for free distribution. May the Dhamma be propagated and may wisdom be spread far and wide, for the long-lasting fulfilment of His Majesty the King’s fundamental goals: the welfare and happiness of all.
Somdet Phra Buddhaghosajahn
(P. A. Payutto)
---
Source: http://book.watnyanaves.net/index.php?floor=other-language
Reference
e-Conomy SEA is a multi-year research program launched by Google and Temasek in 2016. Bain & Company joined the program as lead research partner in 2019. The research leverages Bain analysis, Google Trends, Temasek research, industry sources and expert interviews to shed light on the Internet economy in Southeast Asia. The information included in this report is sourced as “Google & Temasek / Bain, e-Conomy SEA 2019” except from third parties specified otherwise.
Disclaimer
The information in this report is provided on an “as is” basis. This document was produced by and the opinions expressed are those of Google, Temasek, Bain and other third parties involved as of the date of writing and are subject to change. It has been prepared solely for information purposes over a limited time period to provide a perspective on the market. Projected market and financial information, analyses and conclusions contained herein should not be construed as definitive forecasts or guarantees of future performance or results. Google, Temasek, Bain or any of their affiliates or any third party involved makes no representation or warranty, either expressed or implied, as to the accuracy or completeness of the
information in the report and shall not be liable for any loss arising from the use hereof. Google does not provide market analysis or financial projections. Google internal data was not used in the development of this report.
General Population Census of the Kingdom of Cambodia 2019Peerasak C.
Provisional Population Totals of GPCC 2019 show that the total de facto population of Cambodia on March 3, 2019 stood at 15,288,489. This is the population that spent the night at the
place of enumeration, thereby excluding those that were abroad, even if only briefly. The total population has increased from 13,395,682 in the 2008 Census. Thus, the population has grown by 1,892,807 persons, which represents 14.1%, over the period of 11 years from 2008 to 2019. The male population was 7,418,577 (48.5%) and the female population stood at 7,869,912 (51.5%). The average size of households was stable since 2008 at 4.6 persons.
The first census conducted in Cambodia in 1962 after independence from France, counted a total population of 5.7 million. The demographic situation of the nation changed dramatically after this first census, because of war and civil unrest. The country carried out no further total counts until
1998. But demographers did undertake some population estimations for the purpose of planning and policy development. A Demographic Survey 1979-1980 estimated the total Cambodia population at approximately 6.6 million. Later, the Socio-Economic Survey of 1994 led by NIS estimated the total population of Cambodia at 9.9 million. In March 1996, the NIS conducted another Demographic Survey covering 20,000 households, which estimated the total population of Cambodia at 10.7 million. Next, the total population determined by the 1998 Census was 11.4 million. The NIS also undertook an Inter-Censal Survey in 2004 and found the population to have increased to 12.8 million. Following a pattern of steady increases, the 2008 Census obtained a result of 13.4 million and after an update by the Inter-Censal Survey of 2013 this figure rose to 14.7 million. Now the provisional result of the 2019 Census, sets the total de facto population at 15.3 million. Obviously, the final census result may differ slightly from this figure.
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
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Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
The Genesis of BriansClub.cm Famous Dark WEb PlatformSabaaSudozai
BriansClub.cm, a famous platform on the dark web, has become one of the most infamous carding marketplaces, specializing in the sale of stolen credit card data.
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
Starting a business is like embarking on an unpredictable adventure. It’s a journey filled with highs and lows, victories and defeats. But what if I told you that those setbacks and failures could be the very stepping stones that lead you to fortune? Let’s explore how resilience, adaptability, and strategic thinking can transform adversity into opportunity.
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...BBPMedia1
Nathalie zal delen hoe DEI en ESG een fundamentele rol kunnen spelen in je merkstrategie en je de juiste aansluiting kan creëren met je doelgroep. Door middel van voorbeelden en simpele handvatten toont ze hoe dit in jouw organisatie toegepast kan worden.
Profiles of Iconic Fashion Personalities.pdfTTop Threads
The fashion industry is dynamic and ever-changing, continuously sculpted by trailblazing visionaries who challenge norms and redefine beauty. This document delves into the profiles of some of the most iconic fashion personalities whose impact has left a lasting impression on the industry. From timeless designers to modern-day influencers, each individual has uniquely woven their thread into the rich fabric of fashion history, contributing to its ongoing evolution.
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
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IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
1. Media attribution:
Optimising digital marketing
spend in Financial Services
A multi touch attribution study on the role
of Facebook, display and search marketing
in Financial Services.
2. Executive summary
Marketers have been applying
science, specifically statistics and
econometric modeling, for many
decades now to answer the key
question all advertisers face - how
to allocate media budgets across
channels to maximise overall return
on advertising spend (ROAS) with a
limited budget.
Unfortunately, when it came to digital
marketing, the same rigor was not applied
due to a lack of reliable data as well as focus
from top executives.
02
Whilst the data has improved and digital is
now an indispensable part of any marketer’s
channel mix, many brands still rely on
inaccurate attribution methods.
The most prevalent, last-click attribution,
gives all conversion credit to the last
campaign touch point in the purchase
path thus ignoring the value of all other
digital advertising that contributed to the
conversion.
Unchallenged for many years, it has led to
an outdated and biased view of the digital
landscape.
Media attribution solves
the key question every
marketer faces - how to
split my media budget?
It delivers significant
ROI and can even
turn into a tangible
long-term competitive
advantage for brands.
“
”
Christian Bartens,
CEO, Datalicious
ACROSS 5 MONTHS
= ROAS
A N D 7 B R A N D S
104 million
75,000
P U R C H A S E PAT H S
C O N V E R S I O N S
The study summarizes the results of the analysis of:
This study seeks to understand the true
impact of digital channels for financial
services companies in Australia.
Using a multi-touch attribution approach, the
study summarizes the results of the analysis
of 702 million media touch points across
104 million purchase paths and 75 thousand
conversions across five months and seven
brands.
Compared to last-click, multi-touch attribution
uses logistic regression to assign custom
conversion credits to every campaign touch
point along the purchase path depending on
its relative importance in driving conversions
thus not undervaluing any particular
channels.
702
millionMEDIA TOUCH
POINTS
3. Executive summary
The key findings of the study are:
Facebook and display advertising are significantly undervalued and on
average deliver 830% more revenue than anticipated once measured
accurately with multi-touch attribution.
Given most advertisers have very mature search marketing programs
that offer little opportunities for additional incremental growth, display
advertising in general represents one of the most attractive growth
opportunities.
Facebook advertising in particular still holds significant growth potential
compared to other more established channels as it provides a high
average ROAS yet comparatively does not receive a lot of media spend.
While Facebook and display advertising do generate clicks, they are
not typical direct response channels, but instead indirectly influence
conversions and build awareness that is then captured further down the
purchase path by other channels such as search.
Search, whilst important in capturing awareness generated by display
advertising or other channels, is overvalued in the amount of impact it
has on the consumer purchase decision.
Accurate multi-touch measurement and the ability to exploit the resulting
media optimisation opportunities at scale holds tremendous potential for
advertisers to develop a strategic competitive edge, build market share
and deliver incremental growth.
03
TYPICAL CHANNEL ROAS COMPARED TO SHARE OF MEDIA SPEND
Typical share of spend
Typical ROAS
(Multi-touch
attribution
model)
LOW HIGH
HIGH
Display retargetting
Display Facebook
Other display
Paid search (SEM)
Contact us for actual ROAS dollar figures for a particular channel.
4. When switching from last-click to
multi-touch attribution, the revenue
credited to Facebook and display
advertising on average increased
by 830% while at the same time
the revenue credited to paid
search (SEM) and organic search
(SEO) remained fairly constant or
decreased slightly.
Search is the most common customer touch
point just prior to purchasing a financial
product online, which means the majority of
conversion credits are usually attributed to
search in a last-click attribution model.
However, in reality there are more channels
than just search involved in driving a
conversion. Specifically channels such as
display advertising that help consumers
realise a need by building awareness and
stimulating research, which ultimately result
in a search.
Given these channels occur further up
the purchase path and do not necessarily
generate clicks they are undervalued in an
attribution model that gives all credit to the
very last click.
04
Compared to last-click, the multi-touch
attribution used in this study uses semi-partial
correlation to assign custom conversion
credits to every campaign touch point along
the purchase path depending on its relative
importance in driving conversions thus not
undervaluing any particular channels.
Once an accurate multi-touch approach
is implemented it shows a clear shift in
conversion credit and revenue attribution
between channels whilst the overall revenue
generated by all digital channels remains
constant.
Paid search (SEM) can no longer claim credit
for most of the generated revenue and has
to start sharing with other channels such as
display that previously were not able to claim
revenue due to an inaccurate measurement
approach.
Display retargeting as a channel performs
exceptionally well as expected given
consumers have to have shown a previous
intent to purchase by visiting the advertisers
website in order to be included in retargeting
campaigns.
Key study finding #1:
Display advertising is undervalued
in a last-click attribution model
SWING IN REVENUE BY CHANNEL
WHEN SWITCHING FROM LAST-CLICK TO MULTI-TOUCH ATTRIBUTION
DISPLAY RETARGETTING
DISPLAY FACEBOOK
OTHER DISPLAY
PAID SEARCH (SEM)
DIRECT
OTHER REFERRALS
ORGANIC SEARCH (SEO)
EMAIL
% change in revenue
multi-touch attribution vs last-click attribution
2371%*
911%*
749%*
830% average
}3%
2%
-3%
-10%
-25%
* Note: The percentage increase for display channels is so significant because these channels basically did not receive any credit at all in
last-click based attribution model hence the swing compares the new (multi-touch) figures to a very low (last-click) base.
5. 05
Key study finding #2:
Facebook and display advertising boost
searches and conversions
CONVERSION RATE UPLIFT
FROM MULTIPLE DISPLAY AD IMPRESSIONS
FACEBOOK AND DISPLAY AD CLICK RESPONSES
COMPARED TO SEARCH RESPONSES
Uplift in
conversion
rate
Facebook Other display
7.16
7.18
While Facebook and display
advertising do generate clicks,
they are not typical direct response
channels, but instead indirectly
influence conversions and build
awareness that is then captured
further down the purchase path by
other channels such as search.
It is impossible to prove with statistical
certainty whether display advertising leads
to searches, however while comparing
thousands of converting and non-converting
purchase paths across millions of campaign
touch points, we have found some very
strong circumstantial evidence that that is
indeed the case.
If Facebook and display advertising were
similar to search and had no significant
impact aside from generating clicks, then we
should not be able to observe a connection
between increasing number of ad
impressions (without clicks) and an increase
in conversion rate.
However, the study shows that for both
Facebook and display advertising, the more
ad impressions (without leading to clicks)
consumers are exposed to the more likely
they are to convert – over 7x more likely in
fact.
Once we accept that display advertising
does not only generate clicks but also
indirectly increases conversions and thus
searches which are the most common touch
point just prior to converting online, then we
can argue that display ads lead to 9x more
search responses than clicks alone.
Apart from the obvious consequences for
revenue attribution, this also has significant
impact on creative optimisation, as the
standard ad click-through rate alone cannot
be considered a strong enough metric any
more to evaluate creative performance.
Display preceding
( leading to) search
9.44x
Display
clicks only
6. 06
Key study finding #3:
Actioning multi-touch attribution insights
improves overall ROAS
Actioning multi-touch attribution
insights at scale holds tremendous
potential for advertisers to improve
ROAS across all channels and thus
to develop a strategic competitive
advantage, build market share and
deliver incremental growth.
The study not only gives considerable
insight into the true performance of digital
advertising channels for financial service
organisations, but also provides a basis for
renewed thinking in terms of digital strategy
and media planning.
While it is impossible to say exactly how
much the study participants will be able
increase their performance by actioning the
insights gained from this exercise, it is certain
that the impact will not be insignificant.
Any channel that is potentially undervalued
by over 900% in terms of revenue
contribution just because of faulty
measurement represents a significant
opportunity in times of shrinking marketing
budgets and constantly increasing
competitive pressure.
Both the earlier attribution model comparison
as well as the ROAS results by channel,
clearly demonstrate that display advertising is
undervalued in the financial service industry.
Facebook advertising in particular still
holds significant growth potential compared
to other more established channels as
it provides a high average ROAS yet
comparatively does not receive a lot of
media spend.
Display retargeting performs exceptionally
well as expected, however remains difficult
to scale given consumers must have
previously exhibited the intent to purchase.
In the end it is all about achieving the right
channel mix and multi-touch attribution helps
to identify the roles that different channels
play in the path to purchase which is
invaluable in developing an efficient, scalable
and profitable digital media strategy.
While search is efficient in capturing demand
it is not necessarily generating it, whereas
display advertising is a powerful tool to build
awareness, consideration and purchase
intent.
TYPICAL REVENUE SHARE AND SHARE OF AD SPEND
BY CHANNEL COMPARED TO ROAS
Typical ROAS (Multi-touch attribution model)
Bubble size indicates typical share of Ad spend
Typical
revenue share
(Multi-touch
attribution
model)
Paid search (SEM)
Other display Display Facebook
Display retargetting
Organic search (SEO)*
Direct (offline media / brand equity)*
Email*
Other referral*
* Note: The study participants did not provide costs or media spend figures for organic search (SEO), referrals or email so ROAS figures could
unfortunately not be calculated. The results of these channels are also likely heavily influenced by brand equity created elsewhere - most
likely through advertising in offline media channels that could not be measured as part of this study but tend to generate organic searches as
a response.
TYPICAL SHARE OF AD SPEND BY CHANNEL COMPARED TO ROAS
Typical share of spend
Typical
ROAS
(Multi-touch
attribution
model)
Display retargetting
Display facebook
Other display
Paid search (SEM)
7. Research partnership
07
About Datalicious
Datalicious is a full service analytics
agency providing client focused
solutions designed to scale with any
organisation.
From our beginnings as an analytics
consulting agency in Australia, Datalicious
has expanded globally through our growing
product and services divisions and help our
clients around achieve data driven marketing
best practice.
Datalicious is part of the Veda Group.
This research study was
commissioned by Facebook,
however all areas of the study were
ultimately designed, managed and
delivered by Datalicious.
Facebook had no involvement in the
data collection, development of the
multi-touch attribution methodology
or analysis and interpretation of the
results.
Facebook has not been provided
with the results of any individual
advertiser, publisher or search
engine provider.
It is fabulous to see
advertisers increasing their
sophistication in reviewing
the effectiveness of their
media spend. A recent
study conducted by IAB
Australia indicated that only
a quarter of buyers are
using multi-touch attribution
analysis and still put way
too much weight on last
click or clicks overall. This
study shows a positive
impact across the variety
of digital ad channels that
were used and will help
marketers start optimising
campaigns based on
creative exposure as well
as any direct interaction.
“
”
Gai Le Roy,
Head of Research, iAB.
Contact us to discuss how accurate multi touch attribution insights could benefit your organisation.
8. Research methodology
Media attribution: A scientific
approach to understanding ROAS
The Datalicious multi-touch attribution
approach uses semi-partial correlation to
compare converting and non-converting
paths in order to assign custom conversion
credits to every campaign touch point along
the purchase path depending on its relative
importance in driving conversions.
Simply speaking, channels that appear
more often in converting paths than to non-
converting paths receive a higher weight,
which in turn allows them to claim more
conversion credits and thus revenue. The
higher revenue attributed to these channels
then allows them to better offset the costs
associated with the channel leading to a
higher return on adverting spend (ROAS).
The figures presented in this study are
based on hundreds of millions of observed
data points and thus deliver a much more
accurate and scientific measure of true
attribution compared to the typical scenario
or econometric modeling based approaches
(which are usually based on significantly less
data points).
08
However, the study results are an average
across multiple clients in the financial service
industry and may vary for your own company
and vertical so we highly recommend you
implement your own multi-touch attribution
for the best possible results.
Furthermore, given there is hardly ever
a single solution to a problem simply
increasing Facebook or display advertising
spend is not going to be enough. Like
any other channel a successful campaign
strategy does not only depend overall
budget but also requires a good offer,
effective creative and ongoing test and
optimisation program.
Finally, even though paid search (SEM) is
likely overvalued that does not mean it does
not work and should be switched off. It simply
means the overall spend is not necessarily
justified by the returns so optimisation and
creative ways of reducing costs are required
to again increase ROAS, The same goes
for Facebook ads and display advertising
that already have a positive ROAS - with a
bit of optimisation the overall ROAS can be
boosted even further.
ATTRIBUTING CREDIT
$100
$100
100%
Y% Z%
Last-click
attribution
Multi-touch
attribution
SEMI-PARTIAL CORRELATION COMPARING CONVERTING
AND NON-CONVERTING PATHS
TOUCH
POINT 1
TOUCH
POINT 1
TOUCH
POINT 1
TOUCH
POINT 2
TOUCH
POINT 2
TOUCH
POINT 2
INFLUENCER INFLUENCER CLOSERINTRODUCER
TOUCH
POINT 3
TOUCH
POINT 3
TOUCH
POINT 3
TOUCH
POINT N
TOUCH
POINT N
TOUCH
POINT N
$
X%
Click here to learn more about our study methodology.