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Media mind cc4s - latest
- 1. MediaMind CC4S Simplify DigitalCampaigns Joey Chee | Client Services Director, SEA © 2010 MediaMind Technologies Inc. | All rights reserved
- 2. Difficulty: Bridging display & search © 2010 MediaMind Technologies Inc. | All rights reserved
- 3. Channel Connect For Search © 2008 Eyeblaster. All rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved
- 4. Search and DisplayWorking Together Rich Standard Search Media ▸ Manage and measure search and display from MediaMind ▸ Instantly integrate bid management tools ▸ Automatic de-duplication of conversion data Cross Campaign Total Channel type Conversions Impact Rate Cross Channel Display 28.22% 314 Campaign Results Search 60.21% 1261 © 2010 MediaMind Technologies Inc. | All rights reserved
- 5. One Tracking System AccurateConversion Data (de-duplication) When Search and Display are tracked separately together display search Cross-channel exposure One purchase </MM conversion _tag> </display_tag> </search_tag> © 2010 MediaMind Technologies Inc. | All rights reserved
- 6. Validate Display Spendwith Search Time Spent on Site Lift in Site Visits Pages Viewed Increase in Sales Increases in average order size 23.4 7x Display Only; 83% 3x 244% Only Search 66% 68% 210% 49% 46% 37% 89% 6.5 26% 50% 3.3 42% 11% 3% 9% Lift Display only in online purchases Liftonly Search & Display Search in offline purchases Display only Lift in spend per purchaser in-store Display Search only Search & Display Search Search & Display Display only Search only Search & Display Chart 1 Source: Yahoo!/Comscore Research Online, Buy Offline study, 2007 Source: Microsoft Advertising and Comscore 2006 study (M&F 30+, 11M unique users, 52M impressions) Source: Microsoft Advertising Loop study, case Chart 2Source: Yahoo!/Comscore Close the and Comscore case study (M&F 30+, 11M unique users, 52M impressions) © 2010 MediaMind Technologies Inc. | All rights reserved
- 7. Ease of Use Forcedto use one SEM tool Freedom of Choice Eyeblaster Search Dart Search Atlas Search © 2010 MediaMind Technologies Inc. | All rights reserved
- 8. How it works? Backendprocess • Retrieve from engines (API) Search Data • Data for reports daily Unified Reports •Change keyword URL De-duplication Click tracking •Redirect to MM •Look for data changes hourly No integration • Use MM conversion tag Conversion tracking • De-dupe conversion in MM • De-dupe conversion in SEM © 2010 MediaMind Technologies Inc. | All rights reserved
- 9. One Reporting System Consolidate Your Search & Display Data Total Clicks her/SE Total Clicks Served Campaign Type ChannelOther Channel Served Other CTR Campaign CTR ROI ROAS ($) Publisher/SE Total Total Clicks Cl ROI Total ROAS ($) Click to Convers Impressions Impressions Impact Rate Impact Rate Conversions Conversions Rate Ra Cross-Channel Overview Search 249,414 2.86% 7,132 249,414 2.86% 7,132 60.12% 30.41% 60.12% 1.30 30.41% 1.30 1,216 7,1 1,216 17 4,246 149,501 2.84%Eyeblaster SE - Google 149,501 2.84% 4,246 58.67% 25.60% 58.67% 1.26 25.60% 1.26 588 4,2 588 13 Campaign Type Campaign Publisher/SE Total Clicks Served CTR Other Channel ROI ROAS ($) Total Click to Conversion Tota e Search 4,246 149,501 2.84% 4,246 149,501 2.84% 58.67% 7,132 25.60% Impressions 58.67% 249,414 2.86% Impact Rate1.26 Google 25.60% 60.12% 30.41% 1.30 1.26 588 Conversions 1,216 Rate 17.05% 4,2 588 13 2,886 99,913 2.89% 99,913 2.89%Eyeblaster SE - Yahoo 25.60% 2,886 Eyeblaster SE - Google 61.46%149,501 2.84% 4,246 36.24%61.46% 58.67% 1.36 36.24% 1.26 1.36 628588 2,8 628 21 13.85% Google 4,246 149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 2,886 2,886 99,913 2.89% 99,913 2.89% Eyeblaster SE - Yahoo 61.46% 99,913 2.89% 2,886 36.24% 1.36 Yahoo 61.46% 61.46% 36.24% 36.24% 1.36 1.36 628628 2,8 628 21 21.76% Yahoo 2,886 99,913 2.89% 61.46% 36.24% 1.36 628 21.76% Display 4,293 4,293Display 537,523 0.80% 537,523 0.80% 28.22%537,523 0.80% 4,293 16.25%28.22% 28.22% 16.25% 1.16 16.25% 1.16 1.16 165165 4,2 165 3 3.84% Mind the Gap US 2,113 2,113 0.79% 266,215 0.79%Mind the Gap US 29.70% 6.62% 266,215MSN MSNBC 2,113 29.70%266,2156.62% 798 0.79% 29.70% 37.88% 2.35% 67,931 1.17% 1.07 6.62% 1.07 1.02 1.07 81 81 14 3.83% 2,1 81 3 1.75% MSNBC 798 67,931Fox 1.17% 67,931 1.17% 798 News.com 37.88% 15.79% 21.91% MSNBC 14 22 37.88% 50,7142.35% 236 0.47% 1.02 MSN 1.22 1.02 2.35% 14 7 9.32%1 Turner / CNN 1,079 147,570 0.73% 35.42% 1.69% 1.02 45 4.17% ews.com 236 50,714 0.47% 50,714 0.47% 236 Mind the Gap Int. 15.79% 26.73% 27.75% News.com 22 84 15.79%271,308 0.80% 2,180 21.91% 1.22 Fox 21.91% 1.28 1.22 22 2 3.85%9 MSN MX 750 168,906 0.44% 23.72% -15.95% 0.84 24 3.20% / CNN 1,079 147,570AOL0.73% 1,079 Japan 147,570 0.73% 35.42% 90,3021.69% 1,242 1.02 Turner /1.73 1.02 45 48 35.42% 34.68% 72.76% 1.38% 1.69% CNN 1,0 45 4 3.86% Yahoo! UK 188 12,100 1.55% 21.80% 27.45% 1.27 12 6.38% Totals 2,180 2,180 271,308 0.80%Mind the Gap Int. 44.17% 28.19% 271,308 0.80% 26.73%786,937 1.45% 11,425 27.75%26.73% 1.28 27.75% 1.28 1.28 84 1,381 2,1 84 3 12.09% MX 750 168,906 0.44% 750 168,906 0.44% 23.72% -15.95% 23.72% -15.95% MX 0.84 24 0.84 MSN 24 7 3 apan 1,242 1,242 90,302 1.38% 90,302 1.38% 34.68% 72.76% 34.68% 1.73 AOL Japan 72.76% 1.73 48 1,2 48 3 ! UK 188 12,100 1.55% 12,100 1.55% 188 21.80% 27.45% 21.80% 1.27 Yahoo! UK1.27 12 27.45% 12 1 6 11,425 11,425Totals 786,937 1.45% 786,937 1.45% 44.17% 28.19% 44.17% 1.28 28.19% 1.28 1,381 11,4 1,381 12 Search & Display — Explore the Touch-Points All in One Place between Channels © 2010 MediaMind Technologies Inc. | All rights reserved
- 10. Better Decision Making Insight into Publisher Contribution AD 1 Conversion Analysis by Publisher Viewed) Path)Entire2Path vs. Last Ad Conversion Revenue (Last (Entire ROI - AD AD3 AD4 AD5 100.00% Conversion 1Total Clicks 10091.80% Google Publisher Served impression CTR 100% Path 20% Average Position in CNN ROI (*Entire Path) ROAS (*Entire Path) Weather.com Total Occurrences YouTube Total Conversions (*Entire Path) Click to Conversion Yahoo Search Rate AOL Japan 1,242 90,302 1.38% 1.17 61.57% 1.62 234 86 6.92% CNN Money - Turner Conversion 2 80.00% Fox News.com 1,079 236 100 147,570 Google 50,714 0.73% 0.47% 100% 50% 1.24 CNN 1.21 91.80% 54.70% 1.92 1.55 502 268 194 72 17.98% 30.51% Google 4,246 149,501 2.84% 1.32 16.91% 1.17 656 427 10.06% 67.59% 1.65 Google 33.33%100% Google 33.33% MSN MX 750 168,906 0.44% 1.42 65.09% 746 252 33.60% Conversion 3 100 CNN 65.09% MSNBC 61.57%798 67,931 1.17% 1.36 67.59% 1.68 303 146 18.30% Yahoo 2,886 99,913 2.89% 1.26 24.78% 1.25 699 195 6.76% 60.00% Yahoo! UK - Internal 188 12,100 54.70% 1.55% 1.27 31.37% 1.31 195 9 4.79% Conversion 4 Marketing Totals 11,425 100 Weather.com 786,937 1.45% YouTube 1.27 28.19% CNN 1.28 Yahoo Search 3,603 1,381 12.09% Conversion 5 100 Yahoo Search Weather.com Google 33.33% 40.00% 36.24% Conversion Analysis by Publisher (Last Ad) 31.37% 29.33% Publisher $170 $300 Total Clicks Served impression 21.91%CTR ROI (*Last Ad) ROAS ($) (*Last Ad) 24.78% Total Conversions 27.45% ROI (Entire Path) Click to Conversion 16.91% (*Last Ad) Rate ROI (Last Ad) 20.00% AOL Japan 13.29% 1,242 90,302 1.38% 13.29% 1.13 48 3.86% CNN Money - Turner 1,079 147,570 0.73% 1.69% 1.02 45 4.17% Fox News.com 236 1.69% 50,714 0.47% 21.91% 2.35% 1.22 22 9.32% Google 0.00% 4,246 149,501 2.84% 29.33% 1.29 588 13.85% MSN MX 750 168,906 0.44% -13.36% 0.87 24 3.20% MSNBC 798 67,931 1.17% 2.35% 1.02 14 1.75% Yahoo 2,886 99,913 2.89% 36.24% -13.36% 1.36 628 21.76% -20.00% Yahoo! UK - Internal 188 12,100 1.55% 27.45% 1.27 12 6.38% Marketing Totals AOL Japan 11,425 Money - CNN Fox 786,937 Google 1.45% MSN MX 28.19% MSNBC 1.28 Yahoo Yahoo! UK - 1,381 12.09% Turner News.com Internal Marketing Identify which Publisher provides the greatest impact © 2010 MediaMind Technologies Inc. | All rights reserved
- 11. Better Decision Making Prove Cross-Channel Strategies Ad 3 Exposure Group Exposure Group 5 Ad1 2 CTR Ad 4 Ad1 (FirstofAd Percentage Ad (First Clicks 3Ad 2ServedAd ($) Percentage of Total Percentage of toServedAverage Path Length Total Total Ad Total Revenue 4 3 Ad CTR Ad 4 Ad 5 Total Clicks Average5time Total Clicks Ad Total Served Revenue ($) Percentag CTR Total Percentage of CTR Viewed) Total Paths Conversions Viewed) Impressions Revenue Total Paths Convert (Days) Impressions Conversions Impressions Total Paths Revenue 4Both 62.22% Both 69.32% 2,129 4,078 154,836.96 6,554 62.22% 57.67% 4,078 10.59 69.32% 6,554 2,129 4,078 62.22% 154,836.96 2.53 6,554 69 62.22 Search Display Search 272 406 Search 23,983 1.69% 8.86% 406 14.00 23,983 272 1.69% 20,975.34 8 3 9 1.69% 8.57% Cross Channel Conversions Synergy Display 8.86% Display Search 6.35% Display Search 20,975.34 908 195 Search 24,491.63 Search 10,589 7.81% 8.57% 9.12% 6.35% 7.00 908 406 10,589 908 195 2.00 23,983 8.57% 24,491.63 1.00 10,589 1.69 6 8.57 1,377 20,468 6.73% 1,377 10.00 0.13% 20,468 4 6.73% 577.36 0 Search Display 8 Exposure Group 6.73% Ad1 (First 2500 Display Ad 2 Search Display 0.13% Display Ad 3 Ad 4 Ad 5 Search Clicks 4 Total Display 577.36 CTR Display ServedSearch Search Display of0.22%Total Search Revenue ($) Percentage of Total Average time to 20,468 Path Length Percentage Total 1,377 4.00 Average 6.73 Display 4 Both SearchSearch Viewed) 12.01% Search Display 0.13% Search 2,129 41,080 4,078 Impressions Display Display Search 127.598,994 Display 6,554 62.22% 12.01% Conversions Total Paths Search 0.05% Search 69.32% 1,080 10.00 0.13% Revenue 1,080 Convert (Days) 12.01% Search 154,836.96 2,129 8,994 4 57.67% 127.59 4.00 10.598,994 12.01 2.53 0 Display 2 Display 6.75% Search DisplaySearch 0.10% Search 789 Display 3 Search 406 11,682 Display 23,983 389.31 6.75% 1.69% Display 8.86% 0.15% 272 0.10% 9.00 78920,975.34 11,682 3 7.81% 6.75% 14.00 389.31 4.00 2.00 0 Search Display Display 2000 Search Search Display Display Display Search DisplaySearch 908 Display 1,645 1,377 Display Search 10,589 29,236 8.57% Display 6.35% 5.63% 6.73% Display 0.13% Display 24,491.63 195 4 1,645 577.36 0.10% 789 9.12% 29,236 3 11,682 7.00 5.63% 41.21 1.00 6.75 0 6 5.63% Display 0.10% Display Search Display Search3 Search 41.21 20,468 Search Display 0.02% Display 19.00 1,645 0.22% 10.00 4.00 29,236 4.00 5.63 Search Display Display Search Search 1,080 8,994 12.01% 0.13% 4 127.59 0.05% 10.00 4.00 Display 6 SearchSearch 5.47% Search 0.07% Search 1,567 Display Display2 Search 789 28,656 Search 81.97 5.47% 0.03% Search 0.10% 1,567 389.31 0.07% 7.00 28,656 2 1,567 5.47% 81.97 3.00 28,656 0 4.00 5.47 Display Search 6 Search Display SearchDisplay 2.53% 1500 Search Search Display Search Display Display DisplaySearch 0.03% Display Search Display Search536 1,645 Search 1 Search 1,567 11,682 29,236 21,226 73.95 Search 28,656 6.75% 5.63% 5.47% 2.53% Display 0.10% 0.03% Search 0.07% 3 3 Display 2 536 41.21 0.03% 4.00 81.97 0.15% 0.02% 21,226 1 536 0.03% 9.00 19.00 2.53% 7.00 73.95 4.00 21,226 4.00 0 3.00 2.53 Search Search Display Display SearchSearch Display Search Search Search Search Search Display 1,021 Display 536 Search7,691 21,226 2.53% 13.28% Search 0.03% 1 1,021 73.95 0.00% 7,691 0.03% 0 13.28%0.00 4.00 4.00 0 1 13.28% 0.00% Search 0 Search 0.00 Display 0.00% Search 0.00% Search 26.00 1,021 4.00 7,691 13.28 7Display Only8.07% Display Only Search 1000 Search Display Display Only 15.18% Search Search 466 1,021 6,482 6,482 55,751.64 7,691 80,357 80,357 13.28% 8.07% 8.07% 20.77% 15.18% 0 466 6,482 15.18% 6.92 0.00 55,751.64 0.00% 80,357 466 20.77% 6,482 26.00 6.9255,751.64 8.07% 1.98 80,357 4.00 1.98 15 8.07 Display Display 1,073 23,537 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00 7 4.56% Display Display Display 6.55% Display 2011,073 1,270 Display 25,688.91 23,537 19,203 6.61% 466 4.56% 9.57% 4.62% 142 1,0736.55% 5.00 16,204.92 476 23,537 1,073 201 6.04% 1.0025,688.91 4.56% 2.00 23,537 6 1.00 4.56 3 Display 6.61% Display 500 4.62% Display Display Display Display Display Display Display 1,881 1421,270 1,922 16,862 19,203 16,204.92 7,974 11.16% 24.10% 3.71% 6.61% 6.04% 0.23% 114 7 13,193.34 1,270 532.14 4.62% 1.00 4.91% 19,203 1,270 142 0.20% 10.00 6.61% 24.00 16,204.92 1.00 19,203 3.00 4.00 4 6.61 Display 2 Display 11.16% Display Display Display Display Display 3.71% Display 1141,881 Display Display 336 16,862 Display 13,193.34 12,781 Display 2.63% 11.16% 0.07% 4.91% 2 1,881 132.33 3.71% 10.00 16,862 114 0.05% 1,881 11.16% 27.00 13,193.34 3.00 16,862 5.00 3 11.16 Search Only 2,206 75,244 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98 Display 4 Display Search Search 24.10% Search Display 0 Display 0.23% Display Display 71,922 Display364 Display 127 7,974 8,553 532.14 Display 9,867 4.26% 1.29% 24.10% Display 7.39% 0.20% 4.62% 227 142 1,922 24.00 0.23% 30,859.82 19,067.39 1,922 7 7,974 11.49% 7.10% 24.10% 4.00 1.00 532.14 4.00 7,974 2.00 0 24.10 1.00 Display 1 Display Search 2.63% Display Search DisplayDisplay 0.07% Display Search Display 336 2 Display 530 Display 12,781 132.33 Display 33,452 1.58% Display 2.77% 2.63% Display0.05% Display0.07% 85 336 27.00 7,220.56 12,781 2 336 2.69% 2.63% 18.00 132.33 5.00 12,781 3.00 0 2.63 Search 4Search Only2.93% Search Search Search Search Search 15.50% Search Search Only Search Both Search 2,206 476 1,046 9,943 75,244 57,890.47 139 13,429 Display Only 10.52% 1.04% 0.59% 2.93% 21.56% 0.13% 18 Search75,244 719.97 4 2,206 22.73 15.50% 8.53 Only476 2,206 0.27% 0.01% 4.00 26.0057,890.47 2.93% 1.98 75,244 4.00 5.00 15 2.93 3 4.26% Search Search 7.39% Search 227 364 8,553 Search 30,859.82 4.26% 11.49% 7.39% 4.00 364 8,553 364227 4.26% 30,859.82 2.00 8,553 7 4.26 Search 127 9,867 1.29% 4.62% 1.00 127 9,867 142 1.29% 19,067.39 4 7 Search 1.29% Search 4.62% Search Search 142 Search 19,067.39 Total Conversions 7.10% 127 1.00 9,867 1.29 2 1.58% 2.77% Search 85 530 33,452 Search 7,220.56 Search 1.58% 2.69% 2.77% 530 18.00 33,452 53085 1.58% 7,220.56 3.00 33,452 2 1.58 Search 3 SearchSearch 10.52% Search 0.59% Search Search 181,046 Search Search 9,943 719.97 Search 10.52% Search0.27% 1,046 4.00 0.59% 1,04618 9,943 10.52% 719.97 4.00 9,943 0 10.52 Search 9 SearchSearch 1.04% Search Search 0.13% Search Search 4 139 Search Search 13,429 22.73 Search Search 1.04% Search0.01% Search0.13% 139 26.00 13,429 4 139 1.04%22.73 5.00 13,429 0 1.04 Understand user behaviorCross-Channel Synergies Determine through the most common paths © 2010 MediaMind Technologies Inc. | All rights reserved
- 12. Now you can Crossthe bridge © 2010 MediaMind Technologies Inc. | All rights reserved
- 13. © 2010 MediaMindTechnologies Inc. | All rights reserved
- 14. Thank you! © 2010 MediaMind Technologies Inc. | All rights reserved
Editor's Notes
- #3 Does display effect search, does search effect display. Does rich effect either, both, neither? The answer is obvious, but where is the proof. Nothing is true without data .
- #5 MediaMind Gives you de duplicated cross channel data that you pull from one system, not 2 or 3 or even 4 and work in excel for a week to get to where its useful. All your campaigns working hand in hand as opposed to or arguing who gets credit for what… building a brand experience. When your campaigns in market do they benefit from other campaigns, placements, channels, etc? MediaMind has the answer
- #6 Let’s take a minute and discuss why an Agency would need 1 tracking system<CLICK>As the consumer travels along their path to conversion they encounter any number of Search and Display ads. <CLICK>However, with Search and Display managed separately, each channel requires its own tag, <CLICK>both tags then report the conversion to their respective channel.The result? 1 Conversion, Counted Twice.<CLICK>With Eyeblaster’s universal conversion tag,<CLICK>the conversion is reported only to the last channel visited prior to conversion.<CLICK>The more accurate your data, the more powerful your decision making.
- #7 Combining Search and Display increases site visits 7 times Display alone, and 3x times Search alone3 different graphs showing , depending how you want to measure, the correlation between search and display1. Combining Search and Display increases site visits 7 times Display alone, and 3x times Search alone2. How it effects site actions and behavior 3. How it can effect order sizes and revenue per purchase.
- #8 With other Ad Serving tools, if you want a Holistic solution you are forced to use their bid –management system. <CLICK>With Channel Connect for Search, you can use the tool which best suits your needs.
- #9 What do we mean by generic solution? Search data – per each advertiser we retrieve the search data using the engines APIsClick tracking - once the user select the search campaigns they want to track, we then replace the keywords URLs in the selected campaigns so that they would redirect to Eyeblaster and then to the SEM and to the landing page. We need to track the clicks as we need it to perform search-display de-duplication, display the user’s path to conversion including search ads, and show the synergy between the two channels.Conversion tracking - a main part of the Channel Connect for search solution is performing search \\ display de-duplication of conversions, and displaying ROI in reports for both search and display campaigns. For these to be performed, we need to receive conversion data for search campaigns as well. To achieve that, our Conversion Tags should be placed in the advertiser’s page, and by using 3rd party conversion tags, the SEM will be reported of the conversions that were not attributed to display (i.e. the last viewed was a search ad), thus de-duplication will be preformed.
- #10 Consolidating your Display and Search data is inefficient and at the end of the day doesn’t provide much insight into how either channel effects the other.<CLICK>Channel Connect for Search provides a comprehensive cross-channel overview, allowing you to keep track of all your Search and Display advertising, all in one place. <CLICK>By only looking at Total Conversions it appears that search is performing better than display. However, that is not accurate. <CLICK> With Eyeblaster’s innovative new metric “Other Channel Impact Rate” we can explore the touch-points between the two channels.For example, in this report, out of the total 1,216 conversions attributed to Search, 60% had a display event within the path.
- #11 When looking at only the last Ad in the path to conversion, we get a distorted view of each publisher’s contribution to conversion.<ClICK>In this example it appears that Google contributed $300 of the $500 revenue. <CLICK>However, when we examine the whole path to conversion, we see that Google actually contributed only a percentage of each conversion, totaling $170. Channel Connect for Search’s Path to Conversion Analysis by Publisher provides both perspectives, <Click>And an easy to understand graphical comparison.<Click>providing more insight into which Publishers give you the most impact.
- #12 Path to Conversion Analysis by Channel provides in depth insights into the touch-points between the Search and Display as well into the each channels separately.Once users are divided in to their respective Exposure groups (Both, Search, or Display) <Click>we can readily determine if there is a synergy between the channels by examining any of the metrics provided.<CLICK>Identifying the Most Common Path to Conversion, Number of Events, and Percentage of Single vs. Multi channel path brings new insight into User behavior along their Path to Conversion.
- #13 We can also justify the cost of generic keywords in Search campaigns by tracking all keywords used along the path to conversion and what percentage of search used which keyword.
- #14 And if Eyeblaster’s in depth analysis isn’t enough, you can receive the raw data yourself, to analyze anyway that meets your requirements.
- #17 MediaMind and all its products and features. One single management source for all digital campaign needs.