IgnitionOne's Country Manager for France and Southern European, Florian Grouffal, looks at how marketers can harness innovation for the digital world

1. P r o p r i e t a r y & C o n f i d e n t i a l
SEARCH SOLUTIONS
1
Florian
Grouffal
IGNITIONONE
:
06/06/2014
Harnessing innovation for the digital
advertising world

2. P r o p r i e t a r y & C o n f i d e n t i a l
2009 TV COMMERCIAL HONDA
ACCORD

3. P r o p r i e t a r y & C o n f i d e n t i a l
WHICH PART IGNITED THE ENGINE?
Windscreen wiper
Suspension
Tyre
Handbrake
Speakers
Window
BatteryKey
Antenna

4. P r o p r i e t a r y & C o n f i d e n t i a l
WHICH PART IGNITED THE ENGINE?
ALL!

5. P r o p r i e t a r y & C o n f i d e n t i a l
MY OLD CAR

6. P r o p r i e t a r y & C o n f i d e n t i a l
MY DIGITAL JOURNEY…
Exposure 1: Display click
Date: April 23rd

7. P r o p r i e t a r y & C o n f i d e n t i a l
MY DIGITAL JOURNEY…
Exposure 2: Social click
Date: May 2nd

8. P r o p r i e t a r y & C o n f i d e n t i a l
MY DIGITAL JOURNEY…
Exposure 3: Search click
Date: June 5th
LEA
D

9. P r o p r i e t a r y & C o n f i d e n t i a l
MY NEW CAR!

10. P r o p r i e t a r y & C o n f i d e n t i a l
HOW MOST MARKETERS ATTRIBUTE
LEADS
100% Credit

11. P r o p r i e t a r y & C o n f i d e n t i a l
1111
PAID SEARCH
AD SERVERS:
RICH MEDIA / DYNAMIC CREATIVE:
VERIFICATION:
DSPs: AD NETWORKS:
VIDEO:
VERTICAL:
TARGETED
NETWORKS / AMPS:
PERFORMANCE:
DISPLAY ONSITE
SOCIAL
MOBILE
AD EXCHANGES:
ATTRIBUTION &
ANALYTICS
TAG
MANAGEMENT
DATA
MANAGEMENT
PLATFORMS
DATA
AGGREGATORS
DATA SUPPLIERS
EMAIL
MANAGEMENT
PLATFORMS
AFFILIATES
SSPs:
WHAT MARKETERS GET

12. P r o p r i e t a r y & C o n f i d e n t i a l
HOW MOST MARKETERS ATTRIBUTE
LEADS
100% Credit
Google
adwords
100% Credit
facebook
100% Credit
Display

13. P r o p r i e t a r y & C o n f i d e n t i a l
13
LET’S GO BACK IN HISTORY …

14. P r o p r i e t a r y & C o n f i d e n t i a l
14
JUST IN…
2008
THE MEDIA
ATTRIBUTION
RACE

15. P r o p r i e t a r y & C o n f i d e n t i a l
Display retargeting
Paid Social
SEO
eDM
Affiliation
Organic
Social
Partnerships
Display Branding
Paid Search
INTEGRATED STACK

16. P r o p r i e t a r y & C o n f i d e n t i a l
INTEGRATED STACK
Display retargeting
Paid Social
SEO
eDM
Affiliation
Organic
Social
Partnerships
Display Branding
Paid Search

17. P r o p r i e t a r y & C o n f i d e n t i a l
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ATTRIBUTION RULES
Priorities Exposure
Type
Weight Lookback
Windows
(days)
Tier 1
Paid Search
Other Media
3rd Party Ad Server Data
Click
Click
Click
100 90
100
100
90
90
Tier 2
3rd Party Ad Server Data View 100 90
Display Click 100 30
Tier 3
Organic Search Click 100 90
Tier 4
Social Media Click 100 90
Display View 100 30
ONE tracking
platform with
advanced attribution
settings:
• Channel priorities
• Lookback window
• Channel weight

18. P r o p r i e t a r y & C o n f i d e n t i a l
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CONTRIBUTIONPERCENTCREDIT
LATENCY TIME
24%
20%
16%
12%
8%
4%
0%
-25 -20 -15 -10 0-5
Capture and attribute credit to ALL exposures based on exposure sequence
or latency time

19. P r o p r i e t a r y & C o n f i d e n t i a l
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IN 2014…
6 YEARS
LATER

20. P r o p r i e t a r y & C o n f i d e n t i a l
2014 ASSESSMENT
• 24% say their teams are not set up to support an integrated digital
marketing strategy
• Only 18% have a sophisticated cross-channel attribution strategy
• 38% say the technology to build an integrated digital marketing
strategy is too complicated
Source: IgnitionOne Integrated Marketing Survey 2014

21. P r o p r i e t a r y & C o n f i d e n t i a l
INDUSTRY FAILURE
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WHY THE INDUSTRY
HAS ONLY
SUCCEEDED AT
18%?

22. P r o p r i e t a r y & C o n f i d e n t i a l
WHY SUCH A SLOW ADOPTION ?
22
• CMO / Marketing directors have
under-estimated the importance of
an holistic view
• Advertisers don’t trust their data
• Multiple teams (with different
goals?)
• No dedicated resources
• Ongoing re-assessment (real-time
& post campaign)

23. P r o p r i e t a r y & C o n f i d e n t i a l
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PATH ANALYSIS: EXPOSURES &
LATENCY
Number of exposures in paths
Latency

24. P r o p r i e t a r y & C o n f i d e n t i a l
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PATH ANALYSIS: INTERCHANNEL
Faible dépendance
High dependance
Forte dépendance
High dependance
High dependance

25. P r o p r i e t a r y & C o n f i d e n t i a l
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Attribution First vs.
Last:
 Paid Search: -34%
 Display: +85%
 SEO: -37%
 Email: -50%
 Social Media: +70%
 Partnerships: -17%
SEM SEO Partnerships
FirstL a s tLast
CONTRIBUTION SCENARIOS

26. P r o p r i e t a r y & C o n f i d e n t i a l
INDUSTRY FAILURE
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BUT… DO
TECHNOLOGY
PROVIDERS REALLY
HAVE THE RIGHT
APPROACH?

27. P r o p r i e t a r y & C o n f i d e n t i a l
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Mobile:
More than
50% of
Google
searches
CHALLENGE 1: MOBILE TRAFFIC

28. P r o p r i e t a r y & C o n f i d e n t i a l
CHALLENGE 1: MOBILE TRAFFIC

29. P r o p r i e t a r y & C o n f i d e n t i a l
• IgnitionOne’s cookieless &
cross-device tracking
initiative
• Consumes IDs received
with point solution requests
& returns a master profile
ID
• Blends cookie-based &
cookieless tracking to
CHALLENGE 1: CROSS-DEVICE
TRACKING

30. P r o p r i e t a r y & C o n f i d e n t i a l
CHALLENGE 2 : VALUE OVERTIME
What’s the customer lifetime value of leads from
specific channels?
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31. P r o p r i e t a r y & C o n f i d e n t i a l
CHALLENGE 3 : AD ENGAGEMENT
What’s the value of a Display view?
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32. P r o p r i e t a r y & C o n f i d e n t i a l
CHALLENGE 4 : ONSITE
ENGAGEMENT
What’s the value of visit?
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33. P r o p r i e t a r y & C o n f i d e n t i a l
ENGAGEMENT REPORTING
Score change vs. Conversion rate
0
10
20
30
40
50
60
70
80
Email FBX Retargeting
Standard
SEM Ecommerce SEM Magasins SEM Marque
Avg Score change CR%
Indexed data

34. P r o p r i e t a r y & C o n f i d e n t i a l
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CASE STUDY: ENGAGEMENT
OPTIMISATION
Goal: Simplify cross-channel media tracking, attribution and
management. Optimise media in real time based on onsite
engagement from each media exposure
Approach:
1. DMS: Centralise all media
2. Unique KPI : Define & tune a unique engagement KPI
3. Engagement optimisation: Integrate engagement & site-centric
metrics into media management for real time optimisation.
4. Engagement attribution: Attribute conversions based on
engagement.
Results (vs. SEM):
• Social: +27% engagement vs. -20% CR%
• Display: +20% engagement vs. -80% CR%
• Award: UK Search Awards 2013

35. P r o p r i e t a r y & C o n f i d e n t i a l
ONSITE ENGAGEMENT
ATTRIBUTION
Delta score
:
16 17 96
Contribution
:
12% 14% 74%
Dynamic attribution based on onsite user
engagement

36. P r o p r i e t a r y & C o n f i d e n t i a l
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MAKE DATA
ACTIONABLE:
BUDGET & BID
RECOMMENDATIONS IN
REAL TIME
TO DRIVE
PERFORMANCE

37. P r o p r i e t a r y & C o n f i d e n t i a l
THE FUTURE OF DIGITAL
MARKETING
Segmentatio
n
Personalizatio
n
Predictive
Marketing
“Spray & Pray”
Customer expectations
Volume & Accuracy of customer
data

38. P r o p r i e t a r y & C o n f i d e n t i a l
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SPOT ®
OPTIMAL PATH CURRENT POSITION RECOMMENDED POSITION
DAILY
SPEND
ACTIONS
800
600
200
400
0 $2.5K $5K $7.5K $10K $12.5K
Increased Spend, Optimized Actions
Current Spend, Optimized Actions
Current Spend, Current Actions
Algorithmic predictive modeling allows for optimal bids

39. P r o p r i e t a r y & C o n f i d e n t i a l
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AUTOMOTIVE CASE STUDY
CTR%:
+200%
CPA: -40%
Leads: +20%

40. P r o p r i e t a r y & C o n f i d e n t i a l
CROSS-CHANNEL APPROACH
But Search is only one piece of my Media Mix!
Display retargeting
Paid Social
SEO
eDM
Affiliation
Organic
Social
Partnerships
Display Branding
Paid Search

41. P r o p r i e t a r y & C o n f i d e n t i a l
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MEDIA MIX MODELING

42. P r o p r i e t a r y & C o n f i d e n t i a l
THINK
Think integrated
Reassess
Go beyond “exposure”
Predict
Get actionable insights
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43. P r o p r i e t a r y & C o n f i d e n t i a l
THANK
YOU
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Florian Grouffal
Country Director France &
South Europe
www.ignitionone.com
www.digitalmarketingsuite.com
Florian.grouffall@ignitionone.c
om