Making it Jive: Using Data to Make (and Improve) SEM Decisions
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This document discusses the problem of advertising channels being managed in silos, with specialized technology and experts for each channel like search, display, email, and social media. It notes that dollars are moving online rapidly as budgets increase for channels like search, display, mobile, and social. However, managing each channel separately ignores the fact that users consume media across many devices and touchpoints, making it difficult to correctly attribute conversions and allocate budgets. The document argues that technology is needed to break down the silos by calculating credit for conversions across channels to inform optimal bidding strategies.
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Speaker: Deepak Mahto, Founder of DataCloudGaze Consulting
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Contact us: info@mydbops.com
Visit: https://www.mydbops.com/
Follow us on LinkedIn: https://in.linkedin.com/company/mydbops
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Making it Jive: Using Data to Make (and Improve) SEM Decisions
- 1. 1 Miami, We Have a Problem. MARC POIRIER, CO-FOUNDER ACQUISIO INTERACTIVITY DIGITAL
- 2. 2 IN 2013 US ADVERTISERS WILL SPEND $250B USD IN ADVERTISING.
- 3. 3 ONLINE BUDGETS ARE EXPLODING
- 4. 4 SEARCH GROWTH IS SLOWING DOWN
- 6. 6 MOBILE IS ON FIRE
- 7. 7 YES, EMAIL STILL KEY DRIVER
- 9. 9 WHY DO WE HAVE A PROBLEM?
- 11. 11 CHANNELS MANAGED AS SILOS SEARCH: PPC AND SEO EXPERTS DISPLAY: MEDIA BUYERS AND RTB EXPERTS EMAIL: EMAIL EXPERTS SOCIAL: SOCIAL MEDIA EXPERTS
- 12. 12 WITH SPECIALIZED TECH SEARCH: BID MANAGEMENT PLATFORMS DISPLAY: AD SERVERS AND DSPS EMAIL: ESPS AND MARKETING AUTOMATION SOCIAL: FACEBOOK ADS PLATFORMS
- 13. 13 AND ACROSS DEVICES! MOBILE EXPERTS DO EXIST USUALLY MOBILE MEDIA IS SEARCH OR DISPLAY NOW MORE AND MORE SOCIAL SOME ADS IN APPS BUT THE SAME PEOPLE CONSUME MEDIA ON COMPUTERS, TABLETS AND PHONES
- 14. 14 CONVERSIONS IN SILOS! SEARCH: TRACKING PIXEL FROM ENGINES DISPLAY: POST-CLICK AND POST VIEW CONV. MOBILE: SOME SEARCH, SOME DISPLAY EMAIL: TRACKING PIXEL FROM ESP SOCIAL: FACEBOOK TRACKING … OF COURSE ALL CAN USE WEB ANALYTICS
- 15. 15 THIS IS WHAT IS HAPPENING Impressions Clicks Conversions Search, Email Display, Social, Other = single event
- 16. 16 TWO HUGE FALLACIES LAST CLICK CONVERSION VIEW-THROUGH / POST VIEW CONVERSION
- 17. 17 TO ALLOCATE MONEY CORRECTLY WE NEED TO BREAK THE SILOS
- 18. 18 TECHNOLOGY TO CALCULATE CREDIT FOR CONVERSIONS AND INFORM BIDDING STRATEGIES IS THE FIRST STEP
- 19. 19 In Summary • DOLLARS ARE MOVING ONLINE SUPER FAST • THE AMOUNT OF CROSS-CHANNEL DATA IS STAGGERING • EACH CHANNEL IS MANAGED IN SILO • TECHNOLOGY IS ALSO SPECIALIZED BY SILO • USERS NEED TO BE FOLLOWED ACROSS DEVICES • POST-VIEW / VIEW THROUGH AND LAST CLICK ARE EVIL • NEED TO VALUE IMPRESSIONS / CLICKS CORRECTLY • VERY HARD TO BUILD MODELS ONE CAN TRUST