Peter Podolinsky discussed how to effectively measure the success of Facebook advertising campaigns. He emphasized that reach, brand resonance, and customer reactions are more important metrics than clicks. Facebook can achieve broad, accurate reach at low costs and extend the reach of television campaigns. Research polls on Facebook can also reflect offline brand awareness and purchase behavior. Nielsen Brand Effect and offline conversion measurement help attribute online ad exposure to purchases and brand metrics. Using multi-touch attribution models that account for multiple touchpoints can significantly reduce cost-per-acquisition compared to last-touch attribution. Overall, measuring against business objectives and optimizing for reach, resonance and reactions can maximize return on ad spend.
Adknowledge is a digital advertising marketplace for all digital platforms: desktop, mobile, tablet or laptop. Their AdParlor is the leader in managing large Facebook Ad campaigns through full-service or self-service solutions. At the App Promotion Summit Berlin, Markus Von Der Luehe from Adknowledge talks about Facebook app advertising and gives lessons from 4m installs. How to plan your Facebook campaign, how to optimize target and how to evaluate performance.
Marketing Festival 2014 - Advanced performance marketing on FacebookRoihunter
Our Marketing Festival presentation that proved hopefully, that Facebook can be your performance channel, as good as Google is. Including some behind-the-scene info, hints for future development and more.
Facebook Ads - Best Practices and ROI, brought to You by XPLAIN's Information Alchemist Stefanos Karagos, creator of the 3rd Most Popular Business Presentation Worldwide for 2011
(http://www.slideshare.net/karagos/social-media-is-dead-long-live-social-media-roi).
As delivered in 2013 Digital Marketing Forum.
Adknowledge is a digital advertising marketplace for all digital platforms: desktop, mobile, tablet or laptop. Their AdParlor is the leader in managing large Facebook Ad campaigns through full-service or self-service solutions. At the App Promotion Summit Berlin, Markus Von Der Luehe from Adknowledge talks about Facebook app advertising and gives lessons from 4m installs. How to plan your Facebook campaign, how to optimize target and how to evaluate performance.
Marketing Festival 2014 - Advanced performance marketing on FacebookRoihunter
Our Marketing Festival presentation that proved hopefully, that Facebook can be your performance channel, as good as Google is. Including some behind-the-scene info, hints for future development and more.
Facebook Ads - Best Practices and ROI, brought to You by XPLAIN's Information Alchemist Stefanos Karagos, creator of the 3rd Most Popular Business Presentation Worldwide for 2011
(http://www.slideshare.net/karagos/social-media-is-dead-long-live-social-media-roi).
As delivered in 2013 Digital Marketing Forum.
Branch<>Forrester Webinar: Tackling Mobile Fragmentation: Do’s & Don’tsBranch
From user experiences to campaign measurement, mobile has introduced huge fragmentation across channels, devices, and platforms for many businesses — especially consumer brands. The situation is worsened by big platforms who are building “walled gardens” with changing standards and bewildering updates. As a result, it has become incredibly challenging for brands to devise effective mobile strategies. Join Branch CEO Alex Austin and guest speaker, Forrester VP and Principal Analyst Julie Ask for an in-depth discussion on how to tackle mobile fragmentation.
The longstanding debate over publishers investing resources mobile app strategies over mobile Web has evolved along with the mobile platforms and technologies themselves. Changes in mobile search, app indexing, iOS and Android app cross-linking, alerts and now Google AMP are evolving mobile discovery and the routes media take to access consumers and maintain relationships. What is the new app-vs-Web equation for publishers?
Keeping up with the Mobile World: Best Practices for Responsive Design Across Platforms
A recent study found that only six percent of the web’s most trafficked properties have optimized their websites for mobile users. While Google has made it clear that they will punish sites that are not optimized for mobile, perhaps the more important thing for a company, large or small to consider is, how the absence of responsive design across platforms could be impacting their bottom line. In this presentation, Jason Milstead, General Manager of WhitePages, a company that is currently investing in a complete overhaul of its web and mobile properties, will discuss how enabling responsive design has not only created a better user experience for its 50 MM monthly unique users (mobile + desktop) but has also increased revenue across platforms.
We are living in the Digital Age. Digital Marketing is replacing by Digital marketing. Facebook is the largest social media platform on the planet and it is very crucial for Digital marketing. In this slide, you will know about Facebook ads.
Care about learning 'Mobile App Marketing 101' You will find this deck presented by Binay Tiwari, Mobile Internet Evangelist during Digital Marketing Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
Monetizing and delivering the most value for your branded content sponsor starts with planning and adopting the best practices related to Social Branded Content.
Evolution in Mobile Advertising - Targeting, Creative & Media BuyingNanigans
Download the accompanying ebook here: http://info.nanigans.com/driving_forces_of_change_in_mobile_advertising
In less than a year’s time, Facebook became the market leader in mobile display advertising, outpacing giants like Google and Apple to control approximately 25% of all mobile display ad revenues. What represented 0% of Facebook’s ad revenues a year ago is on track to be a billion dollar business this year in the United States alone.
Why exactly have mobile ad dollars moved so quickly to Facebook? The answer is simple: Facebook and Preferred Marketing Developers like Nanigans are solving very real challenges on behalf of mobile marketers – challenges that center on the three core pillars of any successful advertising campaign:
1. Targeting
2. Creative
3. Media buying
Combined, these driving forces of innovation have resulted in advertisers achieving 15-20 times higher clickthrough rates on Facebook mobile as compared to desktop and, most important, are revealing the true ROI of mobile ad investments.
**This presentation was given at the Massachusetts Innovation Technology Exchange's Demystifying Mobile Marketing event held on May 2, 2013 at the Federal Reserve Bank of Boston.
Mobile App User Acquisition - Launch & Growth Strategies[x]cube LABS
A detailed presentation on mobile app marketing, specific launch activities and user acquisition startegies, covering various aspects like campaign planning, Incent vs. non-incent, selecting networks, creative testing, buying models, programmatic buying for mobile, analytics & campaign measurement etc.
This was presented at NASSCOM Game Developers Conference - NGDC 2015 in Pune by Saptarshi Roy Chaudhury, VP Marketing, [x]cube LABS
#MBC2016 Кирилл Софронов, Remerge: Ретаргетинг в мобильных приложениях: опыт ...Clickky
28-29 мая 2016 в Одессе состоялась Mobile Beach Conference, самая большая конференция по мобильному маркетингу в Восточной Европе http://mobilebeach.rocks , https://www.facebook.com/MobileBeachConference/
More useful info on our:
- website: https://clickky.biz
- blog: https://clickky.biz/blog
Sign up!
Startup knowledge sharing kevin osmond Printerous.comRein Mahatma
Di event Buattokoonline.id Kevin Osmond memberikan sharing tentang perjalanannya sebagai teknopreneur - Founder Printerous.com dan berbagai project lainnya
ROI positive User Acquisition for mobile gamesHanno Fichtner
This presentation outlines how mobile app/game developers can acquire new users on a profitable level.
First it gives an outline of how user acquisition has changed over the past two years.
Then it shows the process of buying traffic in a ROI positive way.
Lastly it summarizes the launch timeline to prepare for a successful app release.
This presentation was delivered at Web Summit 2013 hosted in Dublin, Ireland in affiliation with General Assembly.
Description:
Add "Growth Hacking" to the list of buzz words you are hearing far too often when it relates to start ups.
This presentation is a 101 that hopes to bring strategy, tactics and clarity to what growth hacking is all about.
Shout out to Farzana Nasser, Paul Crowe and John Maden for reviewing and additions.
MAU Vegas 2016 — Dynamic Ads: An Inside Look at the Impact of Programmatic Cr...Grow.co
Mobile Apps Unlocked Vegas 2016
Main Stage — 9:50am - 10:10am
Programmatic technology has become the de facto method for buying mobile advertising. Yet most marketers continue to use generic, non-personalized ad creative. Take a deep dive into the latest techniques in dynamic creative optimization to learn how app marketers are generating hundreds of unique machine-optimized ad units in real-time, resulting in significant performance gains in mobile user acquisition and re-engagement campaigns.
Dennis Mink, VP Marketing @ Liftoff
Foundations of a Cross Platform Marketing StrategyBranch
Anindya Ghose, NYU professor and author of Tap: Unlocking the Mobile Economy, and Franco Caporale, Head of Enterprise Marketing at Branch set the foundation for what mobile marketers should know to have a complete cross-platform marketing strategy.
In the first installment of our Advanced Mobile Marketing Course, we'll cover:
-Introduction to the Course: An Overview of Cross-Platform Marketing
-Unlocking the Mobile Economy: the 9 forces that shape consumer behavior
-The core elements of an integrated strategy
-Examples of modern enterprise companies that have adopted a cross-platform marketing strategy
Branch<>Forrester Webinar: Tackling Mobile Fragmentation: Do’s & Don’tsBranch
From user experiences to campaign measurement, mobile has introduced huge fragmentation across channels, devices, and platforms for many businesses — especially consumer brands. The situation is worsened by big platforms who are building “walled gardens” with changing standards and bewildering updates. As a result, it has become incredibly challenging for brands to devise effective mobile strategies. Join Branch CEO Alex Austin and guest speaker, Forrester VP and Principal Analyst Julie Ask for an in-depth discussion on how to tackle mobile fragmentation.
The longstanding debate over publishers investing resources mobile app strategies over mobile Web has evolved along with the mobile platforms and technologies themselves. Changes in mobile search, app indexing, iOS and Android app cross-linking, alerts and now Google AMP are evolving mobile discovery and the routes media take to access consumers and maintain relationships. What is the new app-vs-Web equation for publishers?
Keeping up with the Mobile World: Best Practices for Responsive Design Across Platforms
A recent study found that only six percent of the web’s most trafficked properties have optimized their websites for mobile users. While Google has made it clear that they will punish sites that are not optimized for mobile, perhaps the more important thing for a company, large or small to consider is, how the absence of responsive design across platforms could be impacting their bottom line. In this presentation, Jason Milstead, General Manager of WhitePages, a company that is currently investing in a complete overhaul of its web and mobile properties, will discuss how enabling responsive design has not only created a better user experience for its 50 MM monthly unique users (mobile + desktop) but has also increased revenue across platforms.
We are living in the Digital Age. Digital Marketing is replacing by Digital marketing. Facebook is the largest social media platform on the planet and it is very crucial for Digital marketing. In this slide, you will know about Facebook ads.
Care about learning 'Mobile App Marketing 101' You will find this deck presented by Binay Tiwari, Mobile Internet Evangelist during Digital Marketing Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
Monetizing and delivering the most value for your branded content sponsor starts with planning and adopting the best practices related to Social Branded Content.
Evolution in Mobile Advertising - Targeting, Creative & Media BuyingNanigans
Download the accompanying ebook here: http://info.nanigans.com/driving_forces_of_change_in_mobile_advertising
In less than a year’s time, Facebook became the market leader in mobile display advertising, outpacing giants like Google and Apple to control approximately 25% of all mobile display ad revenues. What represented 0% of Facebook’s ad revenues a year ago is on track to be a billion dollar business this year in the United States alone.
Why exactly have mobile ad dollars moved so quickly to Facebook? The answer is simple: Facebook and Preferred Marketing Developers like Nanigans are solving very real challenges on behalf of mobile marketers – challenges that center on the three core pillars of any successful advertising campaign:
1. Targeting
2. Creative
3. Media buying
Combined, these driving forces of innovation have resulted in advertisers achieving 15-20 times higher clickthrough rates on Facebook mobile as compared to desktop and, most important, are revealing the true ROI of mobile ad investments.
**This presentation was given at the Massachusetts Innovation Technology Exchange's Demystifying Mobile Marketing event held on May 2, 2013 at the Federal Reserve Bank of Boston.
Mobile App User Acquisition - Launch & Growth Strategies[x]cube LABS
A detailed presentation on mobile app marketing, specific launch activities and user acquisition startegies, covering various aspects like campaign planning, Incent vs. non-incent, selecting networks, creative testing, buying models, programmatic buying for mobile, analytics & campaign measurement etc.
This was presented at NASSCOM Game Developers Conference - NGDC 2015 in Pune by Saptarshi Roy Chaudhury, VP Marketing, [x]cube LABS
#MBC2016 Кирилл Софронов, Remerge: Ретаргетинг в мобильных приложениях: опыт ...Clickky
28-29 мая 2016 в Одессе состоялась Mobile Beach Conference, самая большая конференция по мобильному маркетингу в Восточной Европе http://mobilebeach.rocks , https://www.facebook.com/MobileBeachConference/
More useful info on our:
- website: https://clickky.biz
- blog: https://clickky.biz/blog
Sign up!
Startup knowledge sharing kevin osmond Printerous.comRein Mahatma
Di event Buattokoonline.id Kevin Osmond memberikan sharing tentang perjalanannya sebagai teknopreneur - Founder Printerous.com dan berbagai project lainnya
ROI positive User Acquisition for mobile gamesHanno Fichtner
This presentation outlines how mobile app/game developers can acquire new users on a profitable level.
First it gives an outline of how user acquisition has changed over the past two years.
Then it shows the process of buying traffic in a ROI positive way.
Lastly it summarizes the launch timeline to prepare for a successful app release.
This presentation was delivered at Web Summit 2013 hosted in Dublin, Ireland in affiliation with General Assembly.
Description:
Add "Growth Hacking" to the list of buzz words you are hearing far too often when it relates to start ups.
This presentation is a 101 that hopes to bring strategy, tactics and clarity to what growth hacking is all about.
Shout out to Farzana Nasser, Paul Crowe and John Maden for reviewing and additions.
MAU Vegas 2016 — Dynamic Ads: An Inside Look at the Impact of Programmatic Cr...Grow.co
Mobile Apps Unlocked Vegas 2016
Main Stage — 9:50am - 10:10am
Programmatic technology has become the de facto method for buying mobile advertising. Yet most marketers continue to use generic, non-personalized ad creative. Take a deep dive into the latest techniques in dynamic creative optimization to learn how app marketers are generating hundreds of unique machine-optimized ad units in real-time, resulting in significant performance gains in mobile user acquisition and re-engagement campaigns.
Dennis Mink, VP Marketing @ Liftoff
Foundations of a Cross Platform Marketing StrategyBranch
Anindya Ghose, NYU professor and author of Tap: Unlocking the Mobile Economy, and Franco Caporale, Head of Enterprise Marketing at Branch set the foundation for what mobile marketers should know to have a complete cross-platform marketing strategy.
In the first installment of our Advanced Mobile Marketing Course, we'll cover:
-Introduction to the Course: An Overview of Cross-Platform Marketing
-Unlocking the Mobile Economy: the 9 forces that shape consumer behavior
-The core elements of an integrated strategy
-Examples of modern enterprise companies that have adopted a cross-platform marketing strategy
This presentation is from the KNOW series, featuring Josh Lysne, Eric Piela and Tony Franklin. Topics included social media, engage marketing and online media.
According to Gartner, each year businesses see 1/5th of their marketing budgets go to waste due to inaccurate data and reporting that leads to ineffective marketing decisions and under-performing campaigns. In this presentation, we will guide you through a proven and efficient process that standardizes the tracking and measurement of marketing campaigns. By eliminating siloes, boosting productivity, and addressing existing and future data accuracy challenges, this approach ensures reliable insights that drive informed decisions and deliver higher marketing return on investment (ROI).
According to Gartner, each year businesses see 1/5th of their marketing budgets go to waste due to inaccurate data and reporting that leads to ineffective marketing decisions and under-performing campaigns. In this presentation, we will guide you through a proven and efficient process that standardizes the tracking and measurement of marketing campaigns. By eliminating siloes, boosting productivity, and addressing existing and future data accuracy challenges, this approach ensures reliable insights that drive informed decisions and deliver higher marketing return on investment (ROI).
"Optimizing the use of Facebook in the cross channel mix"ForestView
Does Performance exist in Social Media? And, if so, how can we maximize the impact of Facebook in our digital campaigns? Alina Petri, Country Manager of ForestView in Romania, goes from theoty to practice and offers 10 valuable insights.
consulted for Zappos Shoes on creating better consumer marketing ROI via effective and measured social, traditional, online, and mobile branded campaings
The State of Influencer Marketing CMO Summit April 2016Lyle Stevens
Americans spend 1.7 hours per day on social networks, which is more time than email and search engines combined. As a result, we’ve become a society whose purchase behavior is heavily influenced by those we choose to connect with online. We’re also a society suffering from ad fatigue, fraud and blockers. When people get overwhelmed, they tend to revert back to the things they trust, like human relationships. In the context of marketing, this gives influencer marketing a major advantage over other digital advertising methods.
Until recently, influencer marketing was challenged with achieving the scale and automation necessary to meet marketers' objectives. In this workshop, Stevens will explore new tactics and technologies that have emerged to enable businesses to move the needle in meaningful ways with all flavors of influencer marketing.
3 key take aways:
1. How influencer marketing has evolved to deliver results at scale
2. When and how to leverage different types of influencers
3. The tactics and technologies available to help
eMarketer breakfast - Digital Impact: Two Secrets to Online Marketing SuccesseMarketer
Join Geoff Ramsey (CEO, eMarketer) and Vipin Mayar (EVP, McCann Worldgroup), co-authors of the new book Digital Impact: Two Secrets to Online Marketing Success, as they outline creative approaches for engaging with consumers and share proven techniques for measurement that work for every digital channel. Following the presentation, Geoff & Vipin will take your questions in a relaxed Q & A format.
Conventional wisdom says that social media is not appropriate for B-to-B marketing —conventional wisdom is wrong. Across the corporate landscape, businesses ranging from banks to high-tech firms to plumbing supplies, are successfully applying social media tools to connect with customers, channel partners and suppliers.
In this seminar, you will learn about:
* Sophisticated applications, such as social networks and customer co-creation.
* B-to-B social media marketing, beyond blogs.
* What innovators are doing to effect results in the B-to-B space.
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
Adjusting OpenMP PageRank : SHORT REPORT / NOTESSubhajit Sahu
For massive graphs that fit in RAM, but not in GPU memory, it is possible to take
advantage of a shared memory system with multiple CPUs, each with multiple cores, to
accelerate pagerank computation. If the NUMA architecture of the system is properly taken
into account with good vertex partitioning, the speedup can be significant. To take steps in
this direction, experiments are conducted to implement pagerank in OpenMP using two
different approaches, uniform and hybrid. The uniform approach runs all primitives required
for pagerank in OpenMP mode (with multiple threads). On the other hand, the hybrid
approach runs certain primitives in sequential mode (i.e., sumAt, multiply).
Learn SQL from basic queries to Advance queriesmanishkhaire30
Dive into the world of data analysis with our comprehensive guide on mastering SQL! This presentation offers a practical approach to learning SQL, focusing on real-world applications and hands-on practice. Whether you're a beginner or looking to sharpen your skills, this guide provides the tools you need to extract, analyze, and interpret data effectively.
Key Highlights:
Foundations of SQL: Understand the basics of SQL, including data retrieval, filtering, and aggregation.
Advanced Queries: Learn to craft complex queries to uncover deep insights from your data.
Data Trends and Patterns: Discover how to identify and interpret trends and patterns in your datasets.
Practical Examples: Follow step-by-step examples to apply SQL techniques in real-world scenarios.
Actionable Insights: Gain the skills to derive actionable insights that drive informed decision-making.
Join us on this journey to enhance your data analysis capabilities and unlock the full potential of SQL. Perfect for data enthusiasts, analysts, and anyone eager to harness the power of data!
#DataAnalysis #SQL #LearningSQL #DataInsights #DataScience #Analytics
Analysis insight about a Flyball dog competition team's performanceroli9797
Insight of my analysis about a Flyball dog competition team's last year performance. Find more: https://github.com/rolandnagy-ds/flyball_race_analysis/tree/main
Techniques to optimize the pagerank algorithm usually fall in two categories. One is to try reducing the work per iteration, and the other is to try reducing the number of iterations. These goals are often at odds with one another. Skipping computation on vertices which have already converged has the potential to save iteration time. Skipping in-identical vertices, with the same in-links, helps reduce duplicate computations and thus could help reduce iteration time. Road networks often have chains which can be short-circuited before pagerank computation to improve performance. Final ranks of chain nodes can be easily calculated. This could reduce both the iteration time, and the number of iterations. If a graph has no dangling nodes, pagerank of each strongly connected component can be computed in topological order. This could help reduce the iteration time, no. of iterations, and also enable multi-iteration concurrency in pagerank computation. The combination of all of the above methods is the STICD algorithm. [sticd] For dynamic graphs, unchanged components whose ranks are unaffected can be skipped altogether.
Enhanced Enterprise Intelligence with your personal AI Data Copilot.pdfGetInData
Recently we have observed the rise of open-source Large Language Models (LLMs) that are community-driven or developed by the AI market leaders, such as Meta (Llama3), Databricks (DBRX) and Snowflake (Arctic). On the other hand, there is a growth in interest in specialized, carefully fine-tuned yet relatively small models that can efficiently assist programmers in day-to-day tasks. Finally, Retrieval-Augmented Generation (RAG) architectures have gained a lot of traction as the preferred approach for LLMs context and prompt augmentation for building conversational SQL data copilots, code copilots and chatbots.
In this presentation, we will show how we built upon these three concepts a robust Data Copilot that can help to democratize access to company data assets and boost performance of everyone working with data platforms.
Why do we need yet another (open-source ) Copilot?
How can we build one?
Architecture and evaluation
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Data and AI
Round table discussion of vector databases, unstructured data, ai, big data, real-time, robots and Milvus.
A lively discussion with NJ Gen AI Meetup Lead, Prasad and Procure.FYI's Co-Found
The Building Blocks of QuestDB, a Time Series Databasejavier ramirez
Talk Delivered at Valencia Codes Meetup 2024-06.
Traditionally, databases have treated timestamps just as another data type. However, when performing real-time analytics, timestamps should be first class citizens and we need rich time semantics to get the most out of our data. We also need to deal with ever growing datasets while keeping performant, which is as fun as it sounds.
It is no wonder time-series databases are now more popular than ever before. Join me in this session to learn about the internal architecture and building blocks of QuestDB, an open source time-series database designed for speed. We will also review a history of some of the changes we have gone over the past two years to deal with late and unordered data, non-blocking writes, read-replicas, or faster batch ingestion.
5. More time spent daily than anywhere else
0
5
10
15
20
25
30
35
Facebook YouTube Yahoo! Google Twitter
Averagedailyminutes
desktop
Source: comScore Key Measures, US Desktop, December 2013
0
5
10
15
20
25
30
35
Facebook Google Instagram YouTube Twitter Yahoo!
Averagedailyminutes
mobile
Source: comScore Key Measures, US Mobile Metrix, December 2013
6. Clicks do not equal business results
Nielsen NetEffect meta analysis indicate
no correlation between CTR and ROI
No strong correlations emerge between CTR
and any of the Brand Effect metrics
Ad Recall Delta
Brand Awareness Delta
Message Consideration Delta
Purchase Consideration Delta
Brand Favorability Delta
-0.5 0.0 0.5 1.0-1.0
Click through rate
(correlation = -.07%)
0.10% 0.20% 0.30%
Breakeven
0.0%
1400%
900%
400%
-100%
ROI%
7. Reach
Did I reach the right
number of people and
the right type of
people?
Brand
resonance
Did I improve my
brand’s image and
change the attitudes
of customers?
Reaction
Did I cause a
customer
to act—to buy a
product, sign up for
a service or make a
referral?
Measuring against your business objectives
9. Studies show that Facebook can achieve
broad reach at far below the average cost
Source: Aggregate Knowledge, based on a representative sample of campaigns from Q4 2012. Reach represents percent of total cookies reached; bars include
overlap so will sum to more than 100%. Cost per unique user calculated by total cost of reach divided by total unique users reached by each publisher.
0%
10%
20%
30%
40%
50%
60%
Facebook Portal 1 Ad Network 2 Ad Network 3 Ad Network 4 Ad Network 5 Ad Network 6 Ad Network 7 Ad Network 8 Ad Network 9 Ad Network
10
Targeted
Network 1
Targeted
Network 2
Targeted
Network 3
Cost per unique user
Reach
Facebook
$0.001
$0.017
$0.009
$0.004
$0.008
$0.006
$0.012
$0.003
$0.005
$0.016
$0.007
$0.034
$0.009
$0.025
10. Facebook reach is highly accurate
Source: Nielsen OCR, October 2012
Online average
Facebook
Broad campaign accuracy Narrow campaign accuracy
94%77%
94%
Online average
Facebook
94%27%
91%
11. Facebook‘s large base of users
is simply not found elsewhere
Source: Aggregate Knowledge (across 10 billion impressions in Nov ‗12)
Facebook
is not ―stealing‖
conversions
77%
of FB reach cannot
be found elsewhere
Publisher 1
Facebook
Ad network 1
Publisher 5
Publisher 2
Publisher 4
Ad network 2
Publisher 6
Publisher 3
Ad network 3
Retargeter 2
Retargeter 1
Retargeter 2/
Ad network 5
Share of total reach (%)
Exclusivereach(%)LowHigh
Low High
12. Optimizing reach across platforms decreases CPM
Source: Nielsen MIO
$15.41
$11.98
$9.80
$8.29
0% 5% 10% 15%
Shift to Facebook
Total campaign: CPM
P18–49, Feb 2012
13. …without decreasing effective reach
Source: Nielsen MIO
43.6%
50.1% 52.3% 53.4%
0% 5% 10% 15%
Shift to Facebook
Total campaign: Effective reach
P18–49, Feb 2012
14. Measure cross-platform delivery with Nielsen XCR
TV only
TV and online
with Nielsen XCR
Combined audience
Online only
with Nielsen OCR
15. Facebook extends reach, complements TV
Note: Example, large QSR campaign, Audiences over 2 years of age
Male
audience
0%
20%
40%
60%
TV + Facebook
Facebook only
TV only
18-2015-172-14 40-44 45-49 50-54 55-64 65+ Total21-24 25-29 30-34 35-39
0%
20%
40%
60%
18-2015-172-14 40-44 45-49 50-54 55-64 65+ Total21-24 25-29 30-34 35-39
Female
audience
16. Total Facebook discussions vs. all other social media
5x more chatter on Facebook
15,706,665
12,093,555
10,275,888 10,233,971 9,985,681
8,328,015
6,505,076
4,598,372
3,747,028 3,509,402 3,234,482 3,142,618 2,939,642
2,249,807 2,213,801
7,078,632
2,632,384
132,742
2,428,133
415,063
1,750,395 1,427,817
1,768,891
140,028
872,361
170,533 2,217 176,776 259,690 140,737
Billboard Music AwardsCopa del Rey Soccer: Real Madrid vs. Atletico MadridMLB Baseball Yankees at OriolesNBA Playoff: Knicks at PacersStanley Cup Playoff: Rangers at BruinsNBA Playoff: Bulls at HeatNBA Playoff: Spurs at WarriorsAmerican IdolMLB Baseball: Tigers at RangersNBA Playoff: Grizzles at ThunderStanley Cup Playoff: Kings at SharksThe DoctorsStanley Cup Playoff: Blackhawks at Red WingsACM Presents: Tim McGraw's Superstar Summer NightNBA Playoff: Grizzlies bat Sp
FB chatter all other chatter
Source: Trendrr, 2013
5x
19. Greater brand resonance than
other online ad campaigns
Source: Nielsen Brand Effect norms, May 2012
Ad recall
Brand awareness
Facebook
Facebook
98%
online average
online average
31%
20. Research polls measure brand resonance
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POSTSubway asked: It‘s Avocado Season!
Which sub with avocado are you going
to try first?
Turkey & Bacon Avoca
Chipotle Steak & Chee
BLT with Avocado
John Smith, Vikas Bhasin and Roslyn
Callahan Stewart like Subway.
21. Research polls reflect offline behavior
Source: Facebook internal polling & Box Office Mojo data, February 2011
Intent, Attendance & Weekend Gross
$0
$20
$40
$60
$80
$100
$120
$140
$160
$180
$200
0%
10%
20%
30%
11/5/10 11/12/10 11/19/10 11/26/10 12/3/10 12/10/10 12/17/10 12/24/10 12/31/10 1/7/11 1/14/11 1/21/11 1/28/11 2/4/11 2/11/11 2/18/11
Openingweekendgross(millions)
%intendingorreportingattendance
Intent: Are you planning to go the movies this weekend? R=.79
Attendance: Did you go to the movies this weekend? R=.89
Weekend gross: ($M)
22. Nielsen Brand Effect measures ad
effectiveness at driving brand metrics
1. Ad displayed to user
Users randomly assigned to exposed & control groups while ads are
served, yielding two groups that are perfectly matched on targeting
and site usage
2. Polls next day in ad context
• Summary results with demographic cuts delivered in 3 days (2 days post ad
run)
• High response rates, 10-100x of other methods, ensure representative sample
& not ―professional survey takers‖
Control group created dynamically
Representative results delivered quickly
24. OCM closes the in-store loop for your
Facebook marketing
―Facebook‘s new Custom
Audiences measurement could
make it clear that someone
didn‘t just stumble into a
physical store‘s big Sunday
sale, but instead saw an ad for it
that inspired their visit.‖
– TechCrunch, December 2013
25. Offline Conversion Measurement: Nuts and bolts
Test group
2
Holdout group
Target
audience
1
you’d like to
database
ed X
ed Y
ed in the last
FACEBOOKAD IMPRESSION
TESTGROUP
HOLDOUTGROUP
10%conversion =
5.Analyze ad impression data and transaction
data to calculate lift between two groups
FacebookDriven
2%conversion =
NOAD IMPRESSION
TESTGROUP
HOLDOUTGROUP
2.Split thisaudience into two groups
–test and holdout –and upload to FB
Client Driven
3.Target the test group with
media and exclude holdout group
Client Driven
4.Send FBencrypted transaction
data for audience to FBvia SFTP
Client Driven
• Conversion happened
• Conversion amount
• Conversion category
3
Test group
Holdout group
4Sales lift 5
CLIENT: Identify an
audience you‘d like to target
from your CRM
CLIENT: Split this audience
into two groups—test and
holdout—then upload to
Facebook
CLIENT: Target the test
group with media and
exclude the holdout group
CLIENT: Send encrypted
transaction data to
Facebook
FACEBOOK: Analyze ad
impression data and
transaction data to calculate
lift between two groups
1
2
3
4
5
26. Outcome measurement methodology
Propensity score matching
• Match exposed and unexposed users based on demographics, Facebook
engagement, fan status, etc.
• Compare ownership patterns across matched samples of exposed and
unexposed
Unexposed
to ads
Exposed to ads
Ownership determined
pre-campaign and post-campaign
Ownership determined
pre/post
27. Outcome measurement internal test
Analysis controls for gender, age, fan status, FB engagement level, etc.
Source: Internal Facebook data, 2013
Exposure frequencyWeeks from campaign end
Percentage lift in device adoption Device adoption by ad exposure frequency
wk 3 wk 4 wk 5 wk 6 wk 7
Control
Exposed
1 2 3 4 5 6 7 11 21 41 81
wk3
wk4
wk5
wk6
wk7
30. The opportunity: Optimize ROI with the right
message for right person at the right time
Grocery
product
Saturday
shoppers
Personal
care product
end-of-cycle
loyalists
Pet product
mid-cycle
Cleaning
product
recent
switchers
31. Moving towards a multi-touch attribution model
Provides a more realistic
assessment of ROI by capturing
a holistic picture of the customer
journey across channels
A multi-touch attribution model
attributes value to observed touch point
along the path to conversion
✖ Miscalculates ROI by assuming
the consumer doesn‘t see or click
any other ads along the way
A last-touch attribution model
attributes entire value of a conversion to
the last ad clicked or seen
32. Use MTA to identify optimal frequency
Source: Aggregate Knowledge (all campaigns in flight between Jan 1 and May 23rd 2012)
Frequency over 7 day period
1-2 3-5 6-
10
11-15 15-
20
21-
30
31-
40
50+
35
30
25
20
15
10
5
0
40
CPA
33. Multi-touch models reduce CPA
First test segment for this client:
Conquesting Fans of a
competitor
Overall multi-touch attribution is
promising (3-day view, 30-day
click windows)
Facebook View-Through Beta: Overall Results
$72.0
5
$110.88
$762.48
First- tough CPA Multi-touch CPA Last-touch CPA
34. People drive business results
33%increase in
actions, conversions and
sales
When clients moved from
allocating their advertising
spend using last-touch
attribution to using multi-
touch attribution, they saw a
Source: Aggregate Knowledge, Q4 2012
35. Exposure on Facebook
drives results
Source: Datalogix, June 2013
99
%
of people who saw a
Facebook ad and then
bought a product in the
store never clicked on
an ad at all
On average,
36. Reach your customers
more efficiently
70%higher offline
ROI than those
that didn‘t
Campaigns that maximize for
reach among their target
audiences achieved
Source: Datalogix
37. Identify
Find
Reach
Measure
Identify your target
customers in your CRM
Measure against your
business objectives
Reach them with relevant
Facebook ads
Find them on Facebook
using our privacy- and data-
protective match process
Create a test plan
to apply
learnings, repeat
and optimize
Incorporate learnings into future marketing
38. Summary
Measure against your Business Objectives
Optimise for Reach, Resonance and Reaction
Plan TV and Facebook media together
Use Multi Touch Attribution models to determine your media split
Optimise ROI with the right message, to the right people, at the right time
To understand where we are today, we’ve thought back to two of the major media platform developed in the last century, radio and TV. And when we look closely, we see a basic pattern in how measurement progresses. A new platform emerges, different players try to create ways to measure success and eventually a third party takes ownership of creating a success metric that can be applied and standardized across the industry. The GRP or gross rating point which allows television advertisers to know how much of their target audience they are reaching and at what frequency and became the standard buying unit for how advertisers buy television ad placements. This metric became immortalized once advertisers were able to plug this number into (media mix models (MMM) and show that the GRPs they were buying were driving offline sales in aggregate relative to other marketing methods.Online has struggled to create a standard metric like this across the industry. This is largely because online advertising is often bought in more precise and small budget allocations across fragmented sites that do not use similar metrics. Because of this, online has come to rely on bottom funnel, action-oriented metrics like the click-through rate.
In fact, we have seen this be validated time and time againPer Nielsen’s research, CTR does not actually correspond to the things marketers value (R, R, R). CTR does not correlate with standard brand metrics advertisers are trying to achieve when doing brand advertising.
And independent studies – like this one from Aggregate Knowledge – show that Facebook can achieve this massive reach at far below the average costIn this chart, across the campaigns that Aggregate Knowledge observed in Q4 2012, almost 50% of the cookies reached were on Facebook – and the cost per total unique user is a fraction of other publishersSo, in addition to incredible reach, we have the efficiency you’re looking for too
Reaching the right people at the right time with stories that are engaging and interesting to them sets the stage for brands to be able to achieve their brand objectives. According to Nielsen’s Brand Effect norms, on average, Facebook ads drive almost 2X (98%) better ad recall than non-Facebook campaigns measured in the same way.And, on average, Facebook ad campaigns drive 31% better brand awareness than non-Facebook campaigns measured in the same way.Note: The ads in this study are based on Nielsen’s Brand Effect database which includes a mix of ads with social context and those without.
Facebook is an incredibly powerful tool to collect real-time sentiment at scale. That’s because we are able to runs polls on the side of our Pages that feels like content so our response rates and samples sizes can be very large. These polls are all opt-in for facebook users.High response rates, users love them, light weight, quick response. Nevertheless, we still need to demonstrate that the data we collect are valid for the real world.
Movie sales was one of the first industries we were able to crack this for so we’ll use it as an example. As we talked about the accuracy of our polling product in predicting consumer sentiment and behavior, we worked with movie standard measurement company NRG to track intent to actual box office sales and found intent to be an excellent predictor of box office sales. The metric that is most important for the movie industry.
This allows allows us to conduct Brand Effect studies – our co-branded product with Nielsen. This methodology allows us to tie back direct impact of ad campaigns at driving the desired advertising results such as Ad recall, message awareness, & intent/considerationWe are able to run ads with a hold out identical sample and see the difference in perceptions across those who were exposed to the ad campaign versus those who were not.
So you probably see where we are going with this. Imagine that you have a new device launch and you have a fb campaign. I could look at adoption of the device at fixed time periods after the campaign ends, and then connect that to exposure to the ad. And we do some statistical analyses here (I can talk about this more but in addition to experimental randomly selected holdout we also utilize a statistical method called propensity scores matching which is the standard in the industry for making sure exposed are not different than control). And We add variables that we care about, like demographics, fan status, fb engagement, etc. and then we look at the lift in sales for exposed versus control. Now where is this now? We tested the methodology internally to make sure we have the right methodology and right ownership logic on a past campaign and the results both established the methodology and also showed 2digits percent differences in offline sales for exposed versus control. Now we want to push this out and partner with our closest partners, apply this to a relevant campaign, get the insights and feedback from our partners about the methodology, and then hopefully be able to push this forward. Where we want to be in a year is move beyond the beta stage and apply this as a standard, with the goal of helping you understand which campaigns were better – so the goal would be to get this done repeatedly and help you understand what makes your campaigns on fb better, and how do they compare in their effectiveness to tv and other media platforms. For Telco, we just came up with a unique methodology to measure ROISo, imagine that you have a campaign, and just like what we do for brandeffect, we will create a control and treated group. Specifically, we will randomly pick a certain percentage of your target audience that logs into facebook to not be exposed to your ad. So we create a hold out or control group that looks exactly like the exposed group and is chosen randomly. Based on this, we can then compare churn rates out of O2 and into O2 in the control versus the hold out group and examine whether the campaign is effective.
So you probably see where we are going with this. Imagine that you have a new device launch and you have a fb campaign. I could look at adoption of the device at fixed time periods after the campaign ends, and then connect that to exposure to the ad. And we do some statistical analyses here (I can talk about this more but in addition to experimental randomly selected holdout we also utilize a statistical method called propensity scores matching which is the standard in the industry for making sure exposed are not different than control). And We add variables that we care about, like demographics, fan status, fb engagement, etc. and then we look at the lift in sales for exposed versus control. Now where is this now? We tested the methodology internally to make sure we have the right methodology and right ownership logic on a past campaign and the results both established the methodology and also showed 2digits percent differences in offline sales for exposed versus control. Now we want to push this out and partner with our closest partners, apply this to a relevant campaign, get the insights and feedback from our partners about the methodology, and then hopefully be able to push this forward. Where we want to be in a year is move beyond the beta stage and apply this as a standard, with the goal of helping you understand which campaigns were better – so the goal would be to get this done repeatedly and help you understand what makes your campaigns on fb better, and how do they compare in their effectiveness to tv and other media platforms. For Telco, we just came up with a unique methodology to measure ROISo, imagine that you have a campaign, and just like what we do for brandeffect, we will create a control and treated group. Specifically, we will randomly pick a certain percentage of your target audience that logs into facebook to not be exposed to your ad. So we create a hold out or control group that looks exactly like the exposed group and is chosen randomly. Based on this, we can then compare churn rates out of O2 and into O2 in the control versus the hold out group and examine whether the campaign is effective.
Advertisers that have used Offline Conversion Measurement to measure the impact of their marketing in News Feed realized a median ROAS of 8X
Your attribution model mattersWhat many people use today is a “last-touch attribution model”But last-touch attribution is like watching a soccer game and only seeing the shots on goal – the last kickInstead, we recommend a multi-touch attribution model approachWith a multi-touch model, you can see all of the players on the field for the first time – understand which players are making the assist and which ad buys are contributing to conversionAnd, isn’t that something you’d want to know?We have lined up several multi-touch attribution firms to help you get this right:Aggregate Knowledge, Convertro, Adometry, VisualIQ, ClearSaleing, KenshooFacebook has no formal relationship with these partners – they are on your side to help you evaluate your marketing activities on Facebook and across all of your digital ad buysUsing view and click tags, these attribution partners can generate a holistic view of all of the touch points to your customers on the path to conversion and report on and which ones are driving the actual conversion event
The chart:Vertical axis is CPA. Lower CPA is better.Horizontal axis is frequency bucket. Somewhere in the middle is optimal, but it will vary by client.The key message: Aggregate Knowledge (using view tags on your paid media) enables you to build a holistic view of frequency. Even when you optimize frequency on each publisher, across publishers you can drive up frequency to 50+ which increases your CPA. The reason is that many ad networks, publishers, and retargeters serve your ads against the same pool of cookies that you’ve seen elsewhere. What you should care about as an advertiser is the unique reach across publishers.
Multi-touch here is just a simple even distribution. If there were seven ads seen along the path to conversion, each gets 1/7th credit for the conversion. This is not the most rigorous approach, but it simplifies the conversation.
Why is it important to measure people instead of clicks? Because people buy products and clicks don’t correlate with success.Facebook’s ability to connect advertising exposure to actual business outcomes, online and offline, is truly unique. This capability provides more than just ample evidence that Facebook works, it allows us to provide you with deep insights on your customers and how marketing on Facebook drives results. Our ability to measure real people, not cookies or clicks, allows you to measure and optimize your investments throughout the purchase funnel -- whether your goal is to reach new audiences, launch a product, or increase online sales or foot traffic (or any combination of these). Most importantly, Facebook often drives higher return on ad spend than other media.
Why is it important to measure people instead of clicks? Because people buy products and clicks don’t correlate with success.Facebook’s ability to connect advertising exposure to actual business outcomes, online and offline, is truly unique. This capability provides more than just ample evidence that Facebook works, it allows us to provide you with deep insights on your customers and how marketing on Facebook drives results. Our ability to measure real people, not cookies or clicks, allows you to measure and optimize your investments throughout the purchase funnel -- whether your goal is to reach new audiences, launch a product, or increase online sales or foot traffic (or any combination of these). Most importantly, Facebook often drives higher return on ad spend than other media.