Digital Media 1,0,1 to help educate and define the channel, explore spend, define SEM/SEO, display advertising, as well as programmatic, campaign tracking/tagging KPIs, and attribution. Education of cross functional teams and leadership leads to greater understanding of the digital plan and request for funding needed.
Datalicious media-attribution-optimising-digial-marketing-spend-in-financial-...Peerasak C.
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.
Gary Angel, President of Semphonic presented a keynote discussion to the 2010 AIM Conference on the topic of attributing value to leads when the advertiser knows that multiple lead sources contribute to the buying decision.
aimconf.com
Beyond Cross-Device: Latest innovations in cross-device, micro-segmentatio...Jonatan Zinger
- How can you track and target your customers across devices through identity based technologies?
- Micro-Segment analysis and targeting: How to analyse your website's audience, mobile app users,
offline store customers, etc.
- Online-Offline tracking and targeting: Getting insights on how online advertising is influencing offline
in-store purchases and vice-versa.
Datalicious media-attribution-optimising-digial-marketing-spend-in-financial-...Peerasak C.
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.
Gary Angel, President of Semphonic presented a keynote discussion to the 2010 AIM Conference on the topic of attributing value to leads when the advertiser knows that multiple lead sources contribute to the buying decision.
aimconf.com
Beyond Cross-Device: Latest innovations in cross-device, micro-segmentatio...Jonatan Zinger
- How can you track and target your customers across devices through identity based technologies?
- Micro-Segment analysis and targeting: How to analyse your website's audience, mobile app users,
offline store customers, etc.
- Online-Offline tracking and targeting: Getting insights on how online advertising is influencing offline
in-store purchases and vice-versa.
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.
This presentation walks through the history of display advertising and shows the progression of ads technology over the past decade. At the end I provide some suggestion on where you can start advertising with a smaller budget (Under $50K /month)
Digital Marketing for B2B: Introduction and Steps to Get Started.Thomas Webster
An introduction to digital marketing for B2B - exploring key trends, frameworks for digital marketing strategy and tips to help you get started with digital marketing, social media, SEO and content marketing.
An effective digital strategy will help you take the right decisions to make a company successful online. A strategy process model provides a framework that gives a logical sequence to follow to ensure inclusion of all key activities of strategy development and implementation. We recommend the SOSTAC planning approach.
How to leverage market insights for winning Digital StrategiesMel Tomas
Key Take Aways:
How Marketing intelligence helps you understand customer behaviour, map your competition & create winning digital strategies
How to leverage competitive intelligence to fine tune your digital marketing: SEO, paid media, campaigns, web & mobile channels
Success Story: How Ibibo gets it right
Insights driven marketing: Use cases across industries
Future of Digital Marketing.
Marketers and management should focus on a long-term, integrated/holistic online marketing approach instead of a short-term, direct response driven ROI calculation.
In this presentation we round up important market data about internet usage, online shopping and use of social media in The Netherlands and provide tips for successful online marketing strategies in 2009.
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.
This presentation walks through the history of display advertising and shows the progression of ads technology over the past decade. At the end I provide some suggestion on where you can start advertising with a smaller budget (Under $50K /month)
Digital Marketing for B2B: Introduction and Steps to Get Started.Thomas Webster
An introduction to digital marketing for B2B - exploring key trends, frameworks for digital marketing strategy and tips to help you get started with digital marketing, social media, SEO and content marketing.
An effective digital strategy will help you take the right decisions to make a company successful online. A strategy process model provides a framework that gives a logical sequence to follow to ensure inclusion of all key activities of strategy development and implementation. We recommend the SOSTAC planning approach.
How to leverage market insights for winning Digital StrategiesMel Tomas
Key Take Aways:
How Marketing intelligence helps you understand customer behaviour, map your competition & create winning digital strategies
How to leverage competitive intelligence to fine tune your digital marketing: SEO, paid media, campaigns, web & mobile channels
Success Story: How Ibibo gets it right
Insights driven marketing: Use cases across industries
Future of Digital Marketing.
Marketers and management should focus on a long-term, integrated/holistic online marketing approach instead of a short-term, direct response driven ROI calculation.
In this presentation we round up important market data about internet usage, online shopping and use of social media in The Netherlands and provide tips for successful online marketing strategies in 2009.
KEY METRICS FOR SUCCESS IN MEASURING IMPACT OF DIGITAL BRANDING IN UAEasiyahanif9977
https://nexusbeez.com/
In today’s Digital Branding in the UAE age, establishing a strong online presence is crucial for businesses aiming to succeed in the highly competitive market.
It can be an exciting thing, starting your own business. But like many others who have begun their own startup companies, it soon becomes apparent how daunting it can be to make the company a success, or even just to keep it going. For those that do have startup companies, it can be a tricky thing to market the business and make it grow. That can be said of any new business, but particularly of small startup businesses. To help, here are a few top tips in digital marketing to help you to grow your startup.
RCI is the leader in vacation exchange, offering the world’s largest vacation exchange network and providing first-to-market innovations, and unrivaled products and services to enhance the vacation ownership experience.
Digital Marketing Presentation
DIGITAL MARKETING CONTENTS What is digital marketing? Pay per click (PPC) Search engine optimization (SEO)
See more at:- http://www.litindia.in/
Looking for Digital Marketing services? Look no where coz we are here to help you with all your requirements. iBraine is a one stop shop for all online services like Search Engine Optimization, Pay Per Click, Social Media Optimization, Google Analytics, Affiliate Marketing, Website Designing and Development, Online Reputation Management etc.
Marketing in the Moment: Trends and Innovations in Real-Time Omni-Channel Mar...Ensighten
Presented by Dave Chaffey, CEO and Co-Founder, Smart Insights
Better understanding and acting on the holistic customer journey is paramount to success for today’s marketers. Reaching that goal, however, has become increasingly complicated due to an explosion of disparate technologies and fragmented data sources. How can marketers collect and stitch together the customer data they need, and then act upon that information to drive results? Join digital marketing expert Dave Chaffey as he discusses the latest trends, innovations and best practices for driving more timely and relevant interactions across touch points. Dave will discuss the opportunities and challenges for real-time personalization; give examples of what leading brands are doing today; and talk about how more and more brands are turning to the customer data platform (CDP) and other core technologies to accelerate their initiatives.
“Digital marketing” is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both parties.
Key was building awareness to brand and value OCM brings new college students. Utilized key locations to run content driven articles for SEO and site traffic.
Built new digital channel, but first approvals to implement were needed. Educated senior leadership to what the channel was and how TD could leverage it best. Approval to execute was given!
Social Media Business Plan built to leverage new Erin Andrew's partnership and bedding line available on OCM. Plan was in how OCM could leverage her 825,000 followers to increase customer sales and drive added brand awareness.
Build new social media channel. Deck created to showcase overall channel strategy and business plan set up to object business objectives, budget, key strategic partners, and in-market timing,
Build strategy, industry landscape & sizing, PetSmart RX Phased launch approach, pre-launch checklist, PetSmart & Pet 360 digital advertising timing, as well as competitive research provided in creating overall RX migration and closure of Pet360 RX site.
Customer Migration Marketing Plan --> Pet360 Customers to PetSmartshirlevangelisto
Mapped successful migration strategy of over 100M customers to PetSmart. The plan provided strategy, data, customer journey touch points, calendar,, and best overall experience to retain customers during PA eCommerce office closure.
Yellowbook New Product Competitive Analysis / Sales Toolshirlevangelisto
Took the initiative to research new product's competitive landscape to provide Sales a strong angle and support selling. Provided the top categories, locations, and pricing for lead targeting and strongest likelihood to purchase. Data lifted sales 80% within 5-months of product launch.
Took initiative to research new product's competitive landscape to provide Sales with top categories, locations, and pricing for lead targeting. Data lifted sales 80% within 5-months of product launch.
# Internet Security: Safeguarding Your Digital World
In the contemporary digital age, the internet is a cornerstone of our daily lives. It connects us to vast amounts of information, provides platforms for communication, enables commerce, and offers endless entertainment. However, with these conveniences come significant security challenges. Internet security is essential to protect our digital identities, sensitive data, and overall online experience. This comprehensive guide explores the multifaceted world of internet security, providing insights into its importance, common threats, and effective strategies to safeguard your digital world.
## Understanding Internet Security
Internet security encompasses the measures and protocols used to protect information, devices, and networks from unauthorized access, attacks, and damage. It involves a wide range of practices designed to safeguard data confidentiality, integrity, and availability. Effective internet security is crucial for individuals, businesses, and governments alike, as cyber threats continue to evolve in complexity and scale.
### Key Components of Internet Security
1. **Confidentiality**: Ensuring that information is accessible only to those authorized to access it.
2. **Integrity**: Protecting information from being altered or tampered with by unauthorized parties.
3. **Availability**: Ensuring that authorized users have reliable access to information and resources when needed.
## Common Internet Security Threats
Cyber threats are numerous and constantly evolving. Understanding these threats is the first step in protecting against them. Some of the most common internet security threats include:
### Malware
Malware, or malicious software, is designed to harm, exploit, or otherwise compromise a device, network, or service. Common types of malware include:
- **Viruses**: Programs that attach themselves to legitimate software and replicate, spreading to other programs and files.
- **Worms**: Standalone malware that replicates itself to spread to other computers.
- **Trojan Horses**: Malicious software disguised as legitimate software.
- **Ransomware**: Malware that encrypts a user's files and demands a ransom for the decryption key.
- **Spyware**: Software that secretly monitors and collects user information.
### Phishing
Phishing is a social engineering attack that aims to steal sensitive information such as usernames, passwords, and credit card details. Attackers often masquerade as trusted entities in email or other communication channels, tricking victims into providing their information.
### Man-in-the-Middle (MitM) Attacks
MitM attacks occur when an attacker intercepts and potentially alters communication between two parties without their knowledge. This can lead to the unauthorized acquisition of sensitive information.
### Denial-of-Service (DoS) and Distributed Denial-of-Service (DDoS) Attacks
APNIC Foundation, presented by Ellisha Heppner at the PNG DNS Forum 2024APNIC
Ellisha Heppner, Grant Management Lead, presented an update on APNIC Foundation to the PNG DNS Forum held from 6 to 10 May, 2024 in Port Moresby, Papua New Guinea.
This 7-second Brain Wave Ritual Attracts Money To You.!nirahealhty
Discover the power of a simple 7-second brain wave ritual that can attract wealth and abundance into your life. By tapping into specific brain frequencies, this technique helps you manifest financial success effortlessly. Ready to transform your financial future? Try this powerful ritual and start attracting money today!
1.Wireless Communication System_Wireless communication is a broad term that i...JeyaPerumal1
Wireless communication involves the transmission of information over a distance without the help of wires, cables or any other forms of electrical conductors.
Wireless communication is a broad term that incorporates all procedures and forms of connecting and communicating between two or more devices using a wireless signal through wireless communication technologies and devices.
Features of Wireless Communication
The evolution of wireless technology has brought many advancements with its effective features.
The transmitted distance can be anywhere between a few meters (for example, a television's remote control) and thousands of kilometers (for example, radio communication).
Wireless communication can be used for cellular telephony, wireless access to the internet, wireless home networking, and so on.
Multi-cluster Kubernetes Networking- Patterns, Projects and GuidelinesSanjeev Rampal
Talk presented at Kubernetes Community Day, New York, May 2024.
Technical summary of Multi-Cluster Kubernetes Networking architectures with focus on 4 key topics.
1) Key patterns for Multi-cluster architectures
2) Architectural comparison of several OSS/ CNCF projects to address these patterns
3) Evolution trends for the APIs of these projects
4) Some design recommendations & guidelines for adopting/ deploying these solutions.
Bridging the Digital Gap Brad Spiegel Macon, GA Initiative.pptxBrad Spiegel Macon GA
Brad Spiegel Macon GA’s journey exemplifies the profound impact that one individual can have on their community. Through his unwavering dedication to digital inclusion, he’s not only bridging the gap in Macon but also setting an example for others to follow.
2. Purpose
Demystify the world of digital media through an explanation of its
foundational elements
Provide an overview of how TD Bank capitalizes on the impact of
digital marketing, primarily Search & Display
– How digital marketing is purchased for TD Bank
– How we monitor/track performance
– What data sources we use and how they are used
2
6. TD Bank Digital Spend
Consumption and opportunity has driven significant growth
9%
6%
85%
2010
Display Search Other Media
19%
14%
67%
2015
Display Search Other Media
+133%
6
7. 2015 TD Bank Digital Spend vs.
Financial Services Industry
TD Bank is projected to over-index on
Display and Video % allocation as
compared to US Financial Services
average
– In part, driven by Bank Human 3.0
launch, as well as Fiscally Fit
promotional campaign
TD is projecting to under-index on
programmatic % allocation vs. US
Financial Services average
– However, when looking at spend
excluding Bank Human 3.0 launch and
Fiscally Fit campaign
7Source: eMarketer “Industry Ad Spending and Forecast” Report, May 2015
Tactic
2015 US Fin.
Services 2015 TD Bank*** Index
Search 47.3% 30.1% 63.6
Display* 42.0% 69.9% 166.4
Video 10.5% 13.8% 131.4
Other** 10.7% NA NA
Total 100% 100%
*Includes social
**Email, Directories, Lead Gen
***Core LOB = Customer Acq., Checking, HELOC, Mortgage, Small Business
Tactic
2015 US Fin.
Services 2015 TD Bank* Index
Non-Programmatic 45.0% 60.8% 135.1
Programmatic 55.0% 39.2% 71.3
Total 100% 100%
*Core LOB = Customer Acq., Checking, HELOC, Mortgage, Small Business
Tactic
2015 US Fin.
Services 2015 TD Bank** Index
Non-Programmatic 45.0% 40.6% 90.2
Programmatic 55.0% 59.4% 108.0
Total 100% 100%
**Core LOB, excluding BH3.0 and Fiscally Fit
8. The Power of SEM and SEO
Paid Search Engine Marketing (SEM) and Search Engine
Optimization (SEO) are both critical marketing / media tactics that
can connect TD Bank with true consumer intent leading to a valuable
web site visit and possible account conversion
8
SEO SEM
Instant Results
C
Branding
C C
Connection With
Clients C C
Product
Understanding C C
Viral Impact
C
Targeted
Marketing C C
Immediate ROI
Analysis C
ROI Analysis
Within 6+ Months C
9. SEO vs. SEM
Our analysis shows the differential between SEO traffic and SEM
traffic to the TDBank.com website is substantial
– This shows in market media messaging is having a lasting impact on
consumers consideration
– Note that some of SEO traffic is purely consumer navigation to
TDBank.com
9
12,134
2.4MM
11. Negative Keywords: Hyper Relevance
Negative keywords are
words or phrases that
filter out irrelevant
searches. They are an
essential aspect of any
SEM campaign as they
ensure that every dollar
allocated to SEM is
focused on an exact
customer need with zero
waste
Sample negative TD
Bank terms used for
HELOC are shown to the
right
11
12. Identifying Keyword Drivers
When examining specific keywords for overall performance, our team can
examine front end media metrics and /or back end, TDBank.com web
metrics
Currently the Tierney team does not have access to Omniture data,
therefore our current optimizations are focused on CTR, Impressions, CPC,
as well as any back end data gathered from Floodlight Tags
12
Example: Web site data pulled from Omniture for
performance optimizations Is needed for enhanced
optimizations
Example: Front end CTR% is our current way of
predicting keyword performance drivers
13. SEM Bid Strategies: Match Types
Defined
Allows your ad to show on similar phrases and
relevant variations (searches can include
misspellings, synonyms and related searches)
Used to refine broad match; searches contain the
modified term (or close variations, but not
synonyms), in any order
Allows your ad to show for searches that match the
phrase
Allows your ad to show for searches that match the
exact phrase exclusively
Broad
Broad Modified
Phrase
Exact
14. SEM Bid Strategies: Match Types
Defined
Match Type
Example (home equity)
Advertiser Keyword
Ad Will Be Shown for
These Searches
Ad Will Not Be Shown for
These Searches
Broad home equity • home equity
• find home equity
• what is equity
• home loan
• hme loan
NA
Broad
Modified
+home + equity • home equity
• find home equity
• equity in your home
• what is equity
• home loan
Phrase “home equity” • home equity
• find home equity
• home equity line of credit
• equity in your home
• equity line of credit
Exact [home equity] • home equity • home equity line of credit
In addition to this, we can add negative terms to the campaign to ensure our ad is not triggered when certain
term is typed in by the user
19. FY Sponsorships
(Direct to Site)
Network + Portal
(Behavioral /
Contextual)
Programmatic
(Audience Buying,
Retargeting, FBx Right
Rail Ads)
Paid Social
(Promoted Content,
Newsfeed Ads)
2012 55% 34% - 11%
2013 42% (-24% YOY) 33% (-3% YOY) 20% (NA) 4% (- 64% YOY)
2014 26% (-32% YOY) 15% (-55% YOY) 52% (+160% YOY) 7% (+75% YOY)
2015* 34% (+31% YOY) 9% (-40% YOY) 39% (-25% YOY) 18% (+157% YOY)
Digital Display Spend Evolution
19
*Projected. %s heavily skewed by Bank Human 3.0 Campaign which is primarily Direct to Site Video and Social.
Represents core LOB only (Customer Acquisition, Checking, HELOC, Mortgage, Small Business)
20. What Is Programmatic?
Auction-Based
Ad Buying
Automated
Ad Buying
Audience-Based
Ad Buying
Data-Driven
Ad Buying
“Programmatic ad buying typically refers to the
use of software to purchase digital advertising.”
Improves Efficiency of:
Media, Staff, Targeting & Typically Response
22. Delivering a Comprehensive Plan
Goal: Drive new account
openings across several
channels
Targeting: Conquesting
and new banker
acquisition for checking
and financial products
Geo: Targeted to the TD
Bank location footprint
22
Primary Strategies
• Predictive Audience Buying
• Site Retargeting
Display
• Predictive Audience Buying
Mobile
• Predictive Audience Buying
• Site Retargeting
Social (FBx)
23. Geographic Site Relevance
We activate your campaign
differently in each of the states
within your geographic footprint
This allows us to find the right
price and content for your
brand based on the context and
location of customers
By examining data within
geography, we’re able to do an
analysis by the main
geographic regions you service,
and help to make sure that we
are properly balancing scale
(availability) and performance
(conversion rate) in each of
those areas throughout the
year
23
26. Ad Viewability: Defined
The industry standard as developed under the leadership of the
Media Rating Council (MRC) calls for desktop display ads to be
considered viewable if:
– 50% of their pixels are in view for a minimum of one second
– for desktop video that standard is 50% for 2 seconds
– for larger desktop ad units, 30% of pixels in view for 1 second
26Source: Viewable Impressions
27. Ad Viewability: Historical
Implementation
Direct To Publisher Placement Guarantees
Buying Above The Fold Higher % In View
Performance Based Buying Paying Only For Success
27Source: Viewable Impressions
32. Data Sources
32
Source Description
Use
Access
Plan Implement Analyze
Research tool that provides site, audience and competitive insights and
analytics. Tierney
3rd party web analytics tool used to examine client and competitive web
properties in terms of web site traffic, referring web sites, analysis of
SEO engagement and more
Tierney
3rd party SEO ad tech platform used for analysis of SERP activities for
brands and competitive web properties. Technology also offers SOV
analysis for SEM campaigns.
Tierney
Google’s integrated ad-technology platform that enables marketers to
create, manage and measure digital campaigns; includes DoubleClick
Campaign Manager (DCM) – Planning, Trafficking, Reporting and
Attribution, and DoubleClick Search (DS).
Tierney
Google’s native search management tool, used to create, manage and
analyze paid search campaigns; includes planning tools. Integration
with DS.
Tierney
Microsoft’s native search management tool, used to create, manage and
analyze paid search campaigns (Bing and Yahoo!); includes planning
tools. Integration with DS.
Tierney
Facebook’s page and ad management tool, used to create, manage and
measure campaigns, as well as monitor page metrics; includes Ads
Manager and Power Editor.
Tierney
Twitter’s ad management tool, used to create, manage and measure
campaigns. Tierney
Adobe’s comprehensive site side analytics and marketing tool; includes
Omniture suite of products, Adobe Audience Manager. TD Bank
33. Online Audience & Behavior
Learning based on Exelate data:
– Captures data through consumers' self reporting and online behavior
– Across multiple publisher sites throughout the web
– Profiles created by tying attributes of Exelate users to TD users based
on an ID match
– Includes both Paid and Organic conversions
Largest online converters segment is:
– Male
– Adults 25-34
– Suburban
33
34. Demographics
Through our programmatic lens powered by Exelate*, we have
insight into TD Bank converters – both paid & organic
34
*Exelate captures data in two main ways: through consumers' self reporting and then through their online traffic behavior. Both instances involve Exelate
partnering with thousands of publishers, and capturing consumers' traffic from site to site across all of those publishers' sites.
AGEGENDER
LOCATIONBANKING
109
92
100
103
98
110
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%
18-24
25-34
35-44
45-54
55-64
65+
97
103
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Male
Female
119
115
106
108
79
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%
Urban Core
Urban
Rural
Suburban City
Suburban
98
90
100
95
117
108
110
102
103
89
0.0% 2.0% 4.0% 6.0% 8.0% 10.0%12.0%
U.S. Bank
Bank of America
Wells Fargo
Chase
No household bank
Fifth Third Bank
Internet bank (EtradeBank, etc.)
PNC Bank
Citibank
Any credit union
36. KPIs by LOB Overview
36
LOB/
Product
Desired On-Site User Action Optimization Metrics
Money In:
Checking
• Application Start
• Application Complete
• Back End (Heavy Focus) – CPA, as well as
App Start & Complete Rates
• Front End (Consideration) – CPC, CTR
Money Out:
HELOC
• Application Start
• Application Complete
• Back End (Heavy Focus) – CPA, as well as
App Start & Complete Rates
• Front End (Moderate Focus) – CPC, CTR
Money Out:
Mortgage
• Application Start
• Application Complete
• Rate Quote Page Visit
• Balanced mix of Front End and Back End
metrics (due to limited volume of App
Starts/Completes)
− Front End – CPC, CTR
− Back End – CPA, CPV
Small
Business:
Checking
• No hard conversion metric
• Measuring:
− Lead Form Submission
(Set-Up Appointment)
− Checking Selector Tool Visits
• Balanced mix of Front End and Back End
metrics
− Front End – CPC, CTR
− Back End – Target page/s visits, CPV
37. Floodlight Tags
A Floodlight Tag is an HTML tag that you place on your web site to
track conversions, such as a consumer making a purchase or
completing an online form
37
DS: DoubleClick Search
DDM: DoubleClick Digital Marketing
DCM: DoubleClick Campaign Manager
Implemented by
Tierney Communications
in 2013
38. Floodlight Tags on tdbank.com*
38
Landing
Page
Category
Money In Money Out Small Business
Customer Acq.
(Brand)
Checking HELOC Mortgage Credit Cards Checking
Marketing/
Campaign
LPs
Pages
tagged as
needed
Pages
tagged as
needed
Pages
tagged as
needed
Pages
tagged as
needed
Have not
had
external
media
campaigns
Pages
tagged as
needed
Product
LPs
tdbank.com
homepage
Several
pages
tagged
Several
pages
tagged
Several
pages
tagged
Some old
pages
tagged but
will need to
review /
retag
Several
pages
tagged
Tools NA Checking
Selector
Tool
(3)
Calculators
Rate
Request
Page
NA Checking
Selector
Tool
Application NA
All OAO
Steps
MAO
Pages
App Start/
Complete
App Start/
Complete
Apps
pages not
tagged
(new)
Lead Form
Complete
Mobile page tagging has been a challenge
*As of June 2015.
39. DoubleClick Conversions
A conversion takes place when a user sees or interacts with an ad, then
performs another action, such as visiting the advertiser's webpage or
completing a purchase
Conversions are divided into view-through and click-through conversions,
depending on the user action that led to the conversion
– Floodlight considers clicks to be more significant than impressions, therefore, to
avoid double-counting conversions, Floodlight counts a conversion as click-through if
the user has clicked on one of your ads within the lookback window for clicks, even
though the activity is also view-through
39
Conversion Definition
Lookback
Window*
Click-Through
(Post Click)
For a Click-Through conversion to be counted the following conditions must be met:
30 days
User click within lookback window
View-Through
(Post View,
Post Impression)
For a View-Through conversion to be counted the following conditions must be met:
14 days
User click within lookback window
User has DoubleClick cookie
User impression within lookback window
*A lookback window is a period of days for which an impression or click is considered relevant for Floodlight reporting
43. Digital Attribution Case Study
Digital Attribution Modeling shows a
positive correlation between different
digital media tactics
– In this case, there is a proven positive
correlation between digital display and
paid search marketing
43
Note: DBCK Attribution Shown
50. The MTA Scorecard
50
Company Convertro Visual IQ ADOBE Adometry Google
Analytics
1st party on View & Click Tags YES NO YES NO NO
ROI Snapshot frequency DAILY MONTHLY YES Weekly MANUAL
Automated Cost Data Import from all
Sources
YES NO YES NO NO
Cross Device Tracking YES SOME YES SOME NO
Cross Browser Tracking YES SOME YES (SOME) SOME NO
Granular Recommendations
Offline/Online Channels
YES NO YES (SOME) NO N/A
Mrketing Optimization Reports YES NO YES YES NO
Predictive Modeling (Spend Allocations
At Macro – Channel Level)
YES YES NO NO NO
Predictive Modeling (Spend Allocations
At Micro – e.g. Keyword Level)
YES NO NO NO NO
Implementation Time to Dashboard with
Recommendations
180 Days 180 Days 3-6 Months 120 Days N/A
Contract Minimum Length 12 Months with 6
MONTH OUT
18 Month 12 Months 12 Months N/A
Cost MEDIUM High High Medium Lowest
51. MTA: Adobe vs. DoubleClick
Here are a couple of reasons why there are
discrepancies
– Ad Servers report clicks that result in a redirect to a
web page. There is no guarantee that the visitor makes
it to the webpage or isn’t further redirected.
– The statistics are affected by a user who closes a
browser after clicking an ad, hijacking (toolbars that
redirect traffic), bots, and in some cases an ad server
that times out. Ad servers accurately measure ad
displays and clicks. They are not so accurate at telling
you how many people visited a website.
– A log analyzers reports on pages served by a web
server, it doesn’t see pages served from caching
proxies used by ISPs and doesn’t see pages served
from a browser’s cache. Log analyzers accurately
report server activity and nothing else.
– Java script based metrics (like Google Analytics):
Reports accurately if the end user has java script and
no software that blocks your tracker (7-15% of
computers have this depending on who’s metrics you
are using). Java script based metrics tell you within 7-
15% what pages have been viewed.
– Coding errors on the website – checking web analytics
tags are laborious which means it is easy to miss
something. You can use this tool to check tags
http://wasp.immeria.net/
51
