SlideShare a Scribd company logo
Beyond the Click
Lisboa March 2015
2
How to use intent data to talk to the
right people at the right time
+
How to use data to measure
advertising effectiveness and
attribution
3
Lookalikes
CPC
CPM
RTB
View-through
Last Click
CPA
4
+
5
Digital Pathway to a Travel Booking
Beyond The Last Click: Google White Paper
To Put Heads in Beds,
Bums in Seats, and Tourists in Towns
7
Better Data
+
Better measurement
Search Interest in Beach Destinations
Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14
1010
01
02
03
04
05
Title of Gray Divider Page Sample
Marketers will say my job
has always been to understand
customer segments. The shift is to
go from the segment to the
individual. It spells the death of
the average customer.
- Ginni Rommety, CEO of IBM
Time Between Search and Departure for Beach
Travelers
11
0
20
40
60
80
100
120
DaysfromSearchtillDeparture
Time Between Search and Departure
12
0
20
40
60
80
100
120
DaysfromSearchtillDeparture
Time Between Search and Departure
13
0
20
40
60
80
100
120
DaysfromSearchtillDeparture
Opportunity to
modify offers and
messaging.
15
Bidding on an impression in
real time to show one specific ad
to one consumer in
one specific context at
the right time
Audience Data + Programmatic Buying
17
Better Use of Data - Whole Funnel Marketing
18
Better Use of Data
BRANDING
Ave viewer
watches 20+
hours of online
video / month
- Rich branding
- Interaction /
call to action
Audience Targeting:
- Destination intent
- x weeks before
intended trip
- Selling the dream
19
Better Use of Data
PROSPECTING
Audience Targeting:
- Destination intent
- Party size
- Date travelling
- Act-alikes
- Dynamic creative:
destination +
product offer
20
Better Use of Data
SMART
RETARGETING
Retargeting
using:
- Loyalty status
- Product yield /
availability
- Offsite
behaviour
I Have the Data …
22
Better measurement
23
Tale of 2 Campaigns…
Campaign 1 Campaign 2
Cost $100,000 $100,000
Conversions 3,784 3,307
CPA $26 $30
24
Tale of 2 Campaigns…
Campaign 1 Campaign 2
Cost $100,000 $100,000
Conversions 3,784 3307
CPA $26 $30
Conv / Loyalty
Status:
Highest Tier 2562 312
High Tier 972 563
Mid Tier 98 752
Low Tier 22 807
Non Member 130 873
25
Tale of 2 Campaigns…
Campaign 1 Campaign 2
Cost $100,000 $100,000
Conversions 3,784 3307
CPA $26 $30
Non Highest Tier CPA $97 $45
Traditional Path to Conversion
0%
Contribution
0% 0% 100%
Last click
gets all credit
Path to Conversion
$
Multi-touch Attribution Simplified
Touch Points
Path to Conversion
Increase likelihood of purchase by 50%
2%
3%
Customer 1
Customer 2
28
Stop the Obsession with Clicks
95%
of clicks
don’t convert
90%
of converters
don’t click
29
30
Maria Lence
Sales Director EMEA
E maria.lence@sojern.com
Thank you

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Follow the Data: It's Not All About the Click

  • 2. 2 How to use intent data to talk to the right people at the right time + How to use data to measure advertising effectiveness and attribution
  • 4. 4 +
  • 5. 5 Digital Pathway to a Travel Booking Beyond The Last Click: Google White Paper
  • 6. To Put Heads in Beds, Bums in Seats, and Tourists in Towns
  • 8.
  • 9. Search Interest in Beach Destinations Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14
  • 10. 1010 01 02 03 04 05 Title of Gray Divider Page Sample Marketers will say my job has always been to understand customer segments. The shift is to go from the segment to the individual. It spells the death of the average customer. - Ginni Rommety, CEO of IBM
  • 11. Time Between Search and Departure for Beach Travelers 11 0 20 40 60 80 100 120 DaysfromSearchtillDeparture
  • 12. Time Between Search and Departure 12 0 20 40 60 80 100 120 DaysfromSearchtillDeparture
  • 13. Time Between Search and Departure 13 0 20 40 60 80 100 120 DaysfromSearchtillDeparture Opportunity to modify offers and messaging.
  • 14.
  • 15. 15 Bidding on an impression in real time to show one specific ad to one consumer in one specific context at the right time Audience Data + Programmatic Buying
  • 16.
  • 17. 17 Better Use of Data - Whole Funnel Marketing
  • 18. 18 Better Use of Data BRANDING Ave viewer watches 20+ hours of online video / month - Rich branding - Interaction / call to action Audience Targeting: - Destination intent - x weeks before intended trip - Selling the dream
  • 19. 19 Better Use of Data PROSPECTING Audience Targeting: - Destination intent - Party size - Date travelling - Act-alikes - Dynamic creative: destination + product offer
  • 20. 20 Better Use of Data SMART RETARGETING Retargeting using: - Loyalty status - Product yield / availability - Offsite behaviour
  • 21. I Have the Data …
  • 23. 23 Tale of 2 Campaigns… Campaign 1 Campaign 2 Cost $100,000 $100,000 Conversions 3,784 3,307 CPA $26 $30
  • 24. 24 Tale of 2 Campaigns… Campaign 1 Campaign 2 Cost $100,000 $100,000 Conversions 3,784 3307 CPA $26 $30 Conv / Loyalty Status: Highest Tier 2562 312 High Tier 972 563 Mid Tier 98 752 Low Tier 22 807 Non Member 130 873
  • 25. 25 Tale of 2 Campaigns… Campaign 1 Campaign 2 Cost $100,000 $100,000 Conversions 3,784 3307 CPA $26 $30 Non Highest Tier CPA $97 $45
  • 26. Traditional Path to Conversion 0% Contribution 0% 0% 100% Last click gets all credit Path to Conversion $
  • 27. Multi-touch Attribution Simplified Touch Points Path to Conversion Increase likelihood of purchase by 50% 2% 3% Customer 1 Customer 2
  • 28. 28 Stop the Obsession with Clicks 95% of clicks don’t convert 90% of converters don’t click
  • 29. 29
  • 30. 30 Maria Lence Sales Director EMEA E maria.lence@sojern.com Thank you

Editor's Notes

  1. We aggregated several beach locations in the United States to put together a picture of seasonal search activity. This is a trend of search behavior for these beach destinations throughout the year. You can see that it peaks in March, jumps again in June, and is decreasing through the back half of the year. Now the thing is, even in the low time periods, search volume is still ~40% of the peak periods. Are we as marketers actively engaging with those individuals during that time period, or are we losing them to our competitor? This leads to what I call the “Always On Destination Campaign.” By engaging with your potential travelers through out the year, you are making sure you are there to talk with them when they are interested. Here’s the funny thing… it doesn’t necessary need a bigger budget. By advertising throughout the entire year, you can dodge periods of peak cost. I’m going to come back to these beach destinations in a second because we can still learn more and have a richer conversation. As a side note, we can put this together for any destination you have interest in.
  2. Target realized that not all women between 18 and 25 are the same. [give some examples of differences in women] But so many marketers still make that mistake. Let’s make this more personal. I imagine in your life, you are friends with a family that is pretty similar to yours. In my case, we are good friends with another couple down the street. We both have 3 year old daughters that were born within two months of each other and are best friends. We each have one spouse that works in tech, the other in design. Our incomes are in the same general bracket. We are demographic twins. And that is how marketers have treated us. As demographic twins. But that misses so much of the richness of who we are. When they travel, their preference is to stay at a luxury hotel in a big city like New York, or London and go to museums and other types of intellectual stimulation. We like going off the beaten path to places like Coeur d'Alene or Isla Holbox. And our days are dictated by finding the most interesting local food for breakfast, lunch and dinner. SO IF YOU CRAFT A MEDIA PLAN based on demographics you are going to miss one of us because INTENT & PREFERENCES are DIFFERENT. This is the death of the average traveler. But with BEHAVIOR BASED PROFILES, we can tell these differences. We can focus on intent and advertise to my neighbor examples of what they really like (big cities, museums, etc.) and give my wife and I what we like. Sojern does this in the travel space, and other companies do this for other veriticals. We can make those distinctions, which means your advertising dollars are far, far more focused and lead to more successful outcomes.
  3. Let’s go deeper into the minds of these beach travelers. Notice the Y-axis has changed. We are now looking at a chart that shows how far in advance people are searching for their trips to beach destinations. Throughout the course of the year, it fluctuates between 60 and 90 days. When combined with the information about overall volume, that gives us a little more detail that we can use to craft programs. But can we go deeper? Can we crack deeper into these averages?
  4. Let’s overlay families. Now there is a lot more variation here. They are ranging from a low of 50, to a peak of 110 days out.
  5. Now only looking at families, we can think of different offers and promotions to entice them to travel. That early planner has a different set of needs and wants than the procrastinator. It’s nearly impossible on a slide to show all the variation that exists within the consumers who are looking to travel. For those who are interested, we can put this together for any destination across the world. It can really give you greater insights into not just when to place your digital buys, but when to engage across all media types. Data can help to inform the when and where, but I also want to talk about what we are showing people.
  6. It misses the richness of the marketing experience you have helped to craft. [tell a story] U2 iPod example… or searching for an Apple Air. It wasn’t that final search that led to the conversion, it was all the touch points that led up to the conversation.
  7. Step 1 Analyzes millions of customer journeys whether they convert or not. Step 2 Compares different conversion paths and their associated likelihoods of conversions. Step 3 Uses these differences to determine the influence that each touch point has on conversion.