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Search Marketers are the new Data Driven Storytellers
Tim Mayer discusses the evolution of search marketing into a data-driven storytelling approach, emphasizing the importance of intent data and audience-targeting strategies. He highlights the shift from traditional multi-channel marketing to a more integrated model involving various digital channels. Moreover, Mayer critiques current ad measurement practices and outlines issues with attribution models.
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Search Marketers are the new Data Driven Storytellers
- 1. Search Marketers are theNew Data Driven Storytellers Tim Mayer @timmayer SEMPDX SearchFest Friday September 27th 2015
- 2. 2@timmayer How I gotto SearchFest!
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- 4. 4@timmayer In the Beginning,All About Intent Data
- 5. 5@timmayer The Move TowardsRelevance and Away from Resonance…
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- 9. 9@timmayer Mobile Computing wasa Laptop
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- 17. 17@timmayer Audience Based TargetingStrategies Unknown Visitors Recent Visitors Lapsed Visitors Visitor Product Interest Existing Customer/Produc t Interest
- 18. 18@timmayer Storytelling with Data AwarenessInterest Acquire GrowDesire DISPLAY DISPLAY DISPLAY DISPLAY DISPLAY PR Radio TV Print Word of Mouth Affiliates Email PPC Social Ads Reviews Blog Media Direct Mail Email Ecommerce Store Website Community Forum FAQ Knowledge Base Promotions Blog Social Network Newsletter
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- 21. 21@timmayer Ad Measurement isWAY off! US Internet Population (245.2M) hird Party US Reach (4.5B) US Population (313.9M)
- 22. 22@timmayer Ad ID: TheWalled Gardens
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- 25. 25@timmayer U Shaped Attribution FirstTouch 1 Point Last Touch 1 Point Middle Touches 1/N Points
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Editor's Notes
- #2 Good Morning It is great to be back on Portland for SEMPDX. This is the second time I have spoken at SEMPDX and have found it to have an engaged and knowledgeable audience in a relaxed atmosphere. I actually brought my kids up for the weekend and see me speak. Many of you OLD skool search marketers probably know who I am
- #3 I started out at Inktomi which powered portals such as MSN, Yahoo, AOL, Hotbot etc. in product management and product marketing then moved to Fast Search which powered the alltheweb front end as well as many of the portals in Europe and Asia, Fast was then acquired by Overture (the pioneer in pay per click advertising) and Inktomi was bought by Yahoo and then Yahoo bought Overture. I was at Yahoo for over 7 years leading search product, search distribution Search monetization, the commerce properties and front page programming.More recently I have been running multi channel marketing for smaller startups providing display services, PPC as well as some B2C companies. My last day at Trueffect is next Friday and My next gig which I satart on the 9th is…
- #5 In the beginning of search it was all about intent data. A search query had the strongest form of intent. Other forms of marketing paled in comparison as they were contextual and had no other form of matching other than that. Google and search became king. Search marketers with skills ruled the market.
- #6 Many years ago prior to search, billboards, radio ads, tv commercials were all aimed at resonance. The aim to create an emotional connection to a brand. With the rise of search intent data there was a move to relevance. Where the ad was relevant to the user’s need at that precise moment. Search moved many advertising dollars to direct response search advertising.
- #7 There was a comfort here as CTRs were very predictable as well as the conversion rates passing through them. Search was the Marketing Easy button.
- #8 The largest complexity was how do I balance my ppc strategy and SEO strategy. How can my SEO team learn from my PPC team and vice versa. Why cant they just work together. Should I bid on my brand term or not?
- #9 Social at that time was communicating on webmasterworld forums or DM.
- #10 And mobile computing was a laptop and that device was rarely a second device.
- #11 Things were relatively simple but then everyone started to get into the search game. SEO competition heated up. Even the brands started doing SEO and those generic domains with three hyphens started to not look so good. Supply became constrained as search CAGR growth slowed and how do we grow our business on search alone. We looked for other channels which seemed unfamiliar to us. Display, Social, Retargeting, email do those old school techniques work now?
- #12 We looked for other channels which seemed unfamiliar to us. Display, Social, Retargeting, email do those old school techniques work now? Things had changed what do we do now?
- #13 Users started to change their behavior. They now often owned multiple devices a home pc a work pc a tablet and a phone. We started to look at data assuming every user just used one device. Data started to look meaningless. Should we be investing in mobile. Facebook stated that 35% of people that interacted with an ad on one device converted on another device. Cisco predicts by 2017 we will each have on average 5 devices per person. Cookies which were the primary form of tracking became useless in terms fo tracking users only activities on a device for short periods of time.
- #14 All of a sudden many new social channels proliferated with different formats
- #15 People were spending more time on social networks, email and video that search. How do we exploit these opportunities? How do we grow our funnel and make the activity in our funnel more productive?
- #16 Display formerly the contextual advertising for dinosaurs now had tons of customer data from both online and offline sources. User impressions were being bidded on based on this data like search. Display was a new game!
- #17 With many mobile screens and social networks not having traditional ad space. Native advertising came to the fore where ads were being placed within the main line of content and looking very similar to the editorial content from that publisher.
- #19 We need to start looking at the customer journey and understanding the multiple touch points that the customer coming into contact with across devices and across channels. This will impact both the understanding of the customer for example are the customers net new or returning. Do they buy multiple of the same item etc. The other side is that of attribution figuring out which channels should get credit and therefore investment that are having the most impact on the customer journey. We need to give credit to channels that are both filling the TOF and making lower funnel activity more productive as well as directy causal to the conversion.
- #21 This will move marketers such as us to become storytellers both as we look at the data of what is happening but swinging the pendulum back to resonance from an entirely relevance focus. We need a balance here.
- #23 A key piece of this is going to be the dawn of the Ad ID which will identify, target and measure a single user across channels and devices. This will enable this tracking within walled gardens such as Facebook and Google but will it allow the same advantages across platforms. These walled gardens are not allowing tracking or cutting it down so measurement is suspect having students grading their won homework.
- #24 On the attribution front, attribution being the way we measure and give credit to a touch point on a particular channel. Many of you in search have used last click which is giving 100% of the credit to the click that led to the conversion. There are other forms of attribution such as linear, first click , time decay. What many are moving to these days is position based attribution models often referred to these days as U shaped attribution.
- #25 In my earlier career I was a last click person and was skeptical about view through attribution but then I read this article from Conrad Feldman from Quantcast. His data showed me that for display and potentially other forms of advertising optimizing for the click was not the right thing to do as the clickers are often not the converters. Clickers tend to be a certain demographic.
- #26 Most people are starting to use U shaped attribution giving the most credit to the first and last touch. The intro to the brand and the last touch gets 1 pont each and then all other clicks get 1/n. The goal for optimization is to optimize the in the middle clicks that are not contributing highly to the conversion.
- #27 I see n the future we will see a user view of the world across channels and devices. The leading marketers will be those that are able to look at the data and tell stories about what is going on with the data as well as move towards resonance from a purely relevance focus. Search marketers come from the world of data and have both a quantitative as well as a qualitative background and can be the leaders in this new world of marketing. We will see a convergence of search and display and we will start to be able to meld the query data with the demographic, CRM data as well as psychographic data that we can access to better target and measure ads across the customer journey for 1-1 marketing and superior campaign performance.