Utah DMC Presents: Search Social & Attribution - June 2019
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This document provides an agenda and notes for a Utah Digital Marketing Collective event. It includes announcements for upcoming events, a list of attendees checking in, and details of the evening's agenda. The agenda includes presentations from Mark Irvine on making search and social advertising work better together, and Simon Poulton on understanding the incremental impact of digital marketing through attribution modeling. There are also announcements about membership benefits, sponsorship opportunities, and jobs posted to the Utah DMC job board. The event is aimed at sharing knowledge and networking among digital marketing professionals in Utah.
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Utah DMC Presents: Search Social & Attribution - June 2019
- 2. UPCOMING EVENTS MARK YOUR CALENDAR FOR #UTAHDMC
- 3. DARIN BERNTSONAKA “DOC” PRESIDENT OF THE BOARD UTAH DIGITAL MARKETING COLLECTIVE #UTAHDMC
- 5. TONIGHTS AGENDA ▸ Announcements ▸ Mark Irvine ▸ Simon Poulton ▸ Q&A w/ Both Presenters ▸ Giveaway #UTAHDMC
- 6. ✓ FIRST EVENT? ✓ RETURN ATTENDEE? ✓ UTAH DMC MEMBER? ROLL CALL #UTAHDMC
- 7. WELCOME TO YOU ALL! #UTAHDMC
- 8. UPCOMING EVENTS MARK YOUR CALENDAR FOR #UTAHDMC
- 9. #UTAHDMC
- 10. #UTAHDMC
- 11. #UTAHDMC
- 12. #UTAHDMC
- 18. #UTAHDMC Michael Janda Jeff Sauer Dan Gingess Drew Breuing Purna Virji
- 19. #UTAHDMC a message from Marcus Sheridan
- 20. #UTAHDMC
- 22. #UTAHDMC $399 THRU AUG 3 - $499 THRU AUG 23
- 23. #UTAHDMC UTAH DMC MEMBERS MAY REQUEST CODE FOR $50 OFF
- 24. #UTAHDMC GET YOUR TICKETS TODAY! UTAHDMC.ORG
- 25. MUST BE CHECKED IN AND PRESENT TO WIN GIVING AWAY AT THE END OF THE EVENING 2 FREE TICKETS #UTAHDMC
- 26. UTAHDMC.ORG/SLACK JOIN US ON SLACK! #UTAHDMC
- 27. USE THE #UTAHDMC HASHTAG! SHARE YOUR EXPERIENCE #UTAHDMC
- 28. BENEFITS MEMBERSHIP HAS MANY ARE YOU A MEMBER OF #UTAHDMC
- 29. ANNUAL & CONFERENCE SPONSORSHIP OPPORTUNITIES QUESTIONS? See David Malmborg malmborg@utahdmc.org utahdmc.org/sponsor-info #UTAHDMC
- 30. ENJOY FREE WIFI TONIGHT #UTAHDMC THANK YOU NETWORK: ADOBE GUEST LOGIN: GUESTWIFI@ADOBE.COM1 PASSWORD: 43514
- 31. UTAH DMC JOB BOARD WELCOME AJ WILCOX #UTAHDMC
- 32. 1-800 CONTACTS, DRAPER Sr. Manager SEM ‣ Google, Yahoo, Bing PPC marketing activities ‣ 7+ yrs paid media, experience with bid management tools, and Bachelor's degree ‣ Free breakfast, snacks, drinks, gym, medical, dental, 401k, PTO, tuition reimbursement, etc etc etc ‣ https://www.1800contacts.com/job-listing?gh_jid=1636844 #UTAHDMC
- 33. BIG LEAP, LEHI Director of Marketing (Demand Generation Focused) ‣ Responsible for marketing efforts to grow the agency, and manage budget ‣ Experience in SEO, PPC, analytics, email, social, CRM ‣ Great benefits ‣ https://bigleap.bamboohr.com/jobs/view.php?id=44 #UTAHDMC
- 34. MOLIO, BLUFFDALE ‣ Lead and execute paid media in video - $1M+ media budgets ‣ 2-3 yrs paid media experience + bachelor's degree ‣ Health/Dental/Vision, Free lunch, gym, phone, stocked kitchen, etc. ‣ https://www.indeed.com/cmp/Molio-In.c/jobs/Media-Planner- Buyer-a134681e042b1d43 #UTAHDMC Media Planner + Buyer | Analyst
- 35. AGILITY DIGITAL, SO. JORDAN ‣ Base plus high residual commission on sales ‣ B2B experience helpful ‣ Lots of fun perks to treat prospects/clients: Jazz tickets, Top Golf, etc ‣ https://www.indeed.com/job/digital-sales-executive- ce6ddb59ca7cbba7 #UTAHDMC Digital Sales Executive
- 36. BONCOM, SLC ‣ Director Level Position ‣ Responsible for overall media strategy ‣ Big national clients, multi-million Budgets, Stocked break room better than Google, $1000 Wellness Budget ‣ email ammon@boncom.com #UTAHDMC Senior Digital Strategist
- 37. UTAHDMC.ORG/JOB-BOARD PUT YOUR JOB IN FRONT OF OUR AUDIENCE! ‣ EMAILED TO 4500+ CONTACT DATABASE ‣ SHARED ON TWITTER, FACEBOOK AND SLACK ‣ ANNOUNCED AT MONTHLY EVENT QUESTIONS? EMAIL AJ@UTAHDMC.ORG #UTAHDMC
- 39. MARK IRVINE SEARCH AND SOCIAL: 3 TRICKS TO MAKE YOUR ADVERTISING WORK BETTER TOGETHER DIRECTOR OF STRATEGIC PARTNERSHIPS WORDSTREAM BOSTON. MA TONIGHTS 1ST PRESENTER: #UTAHDMC
- 41. 41 Mark Irvine WordStream, Senior Data Scientist • Analyzes trend data of 30,000+ WordStream client Google, Bing & Facebook Accounts. • Recently voted #1 most influential PPC expert of 2019. • Celebrating 7 years in PPC this week! @MarkIrvine89
- 43. 43 Different Networks – Same Metrics? Metric AdWords Search Campaigns Bing Search Campaigns Facebook Soc Reach 517,183 214,620 Engagements 26,480 8,322 CPA $41 $29 Conversion Rate 2.86% 4.05% Conversions 314 170 Initial Reaction: Pause /pull back campaign!
- 44. 44 Campaigns Provide Value Beyond CPA ▪ This campaign produced a lot of traffic – but rarely ever converted. Original Performance Sales from ALL other Campaigns 1,400 1,700 2,000 2,300 2,600 Reach of Poor Campaign 300,000 400,000 500,000 600,000 700,000 800,000 900,000 1,000,000
- 45. 45 Campaigns Provide Value Beyond CPA ▪ Without making major changes to any other campaign, we saw conversions from other campaigns begin to fall off as a result. Aer Pulling Back on the Campaign Sales from ALL other Campaigns 1,400 1,800 2,200 2,600 3,000 Reach of Poor Campaign 300,000 400,000 500,000 600,000 700,000 800,000 900,000 1,000,000
- 46. 46 Campaigns Provide Value Beyond CPA •In this case, not only did reducing this “poor converting” campaign reduce direct sales. It also: • Reduced the reach of other campaigns by 10%. Many campaigns stagnated. • Reduced the conversion rate of all website traffic by 12%. • Total online sales suffered an 18% drop.
- 53. 53 Conversion Rate Increases with Exposure Relaive Conversion Rate 0 0.6 1.2 1.8 2.4 Number of imes a user has seen ad 1 2 3 4 5 6 7 More than 2x more likely to convert after seeing your ad 6 times!
- 58. 58 Social Trends Predict Search Trends ▪ Within 1 hour of trending on Twitter, searches for that subject double. Rela`ve Search Interest 0 1.5 3 4.5 6 Hours Since First Trending on Twiler -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 ▪ Within 6 hours, searches for that subject increase fivefold.
- 59. 59 Social Trends Predict Search Trends RelativeSearchInterest 0 1.5 3 4.5 6 Hours Since First Trending on Twitter -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 Series10 All other hashtags
- 60. 60 We Discover on Social and then we Search on Google ▪ Tweet @Google Google Search result for NHL scores. ▪ Tweet @Google Google Search result for local weather. ▪ Tweet @Google Google Search result for “Pizza nearby” ▪ Tweet @Google Google Search result for “Pizza nearby”
- 61. 61 We Discover on Social and then we Search on Google Historical search interest for “Pizza near me”
- 62. 62 We Discover on Social and then we Search on Google Historical search interest for “Pizza nearby”
- 65. 65 Targeting On Search: Get More Targeting Cross-Network Age Gender Income Remarketing In - Market Parental Status Education Marital Status Homeowners Expanded Targeting On Social: Job / Career Hometown Friends Fans Traveling Ethnic Affinity Industry School Field of Study Life Events Political Leaning Interests ExPats
- 70. 70 Recap
- 75. READY FOR OUR SECOND PRESENTER? #UTAHDMC
- 76. SIMON POULTON DEMOCRATIZING ATTRIBUTION: UNDERSTANDING THE INCREMENTAL IMPACT OF YOUR DIGITAL MARKETING VP | DIGITAL INTELLIGENCE WPROMOTE LOS ANGELES, CA TONIGHTS 2ND PRESENTER: #UTAHDMC
- 77. CRACKING ATTRIBUTION WHEN THE WORLD IS WORKING AGAINST YOU W P R O M O T E . C O M DEMOCRATIZING ATTRIBUTION
- 78. JOHN WILANDER I T P A r c h i t e c t
- 79. 79 INTELLIGENT TRACKING PREVENTION J o h n W i l a n d e r
- 80. 80 ITS NOT JUST SAFARI E T P
- 83. TRACKING 83
- 84. INSIGHT: As Marketers, we need to do better. Measurement solutions must be created with an individual’s privacy in mind. DO NOT TRACK SHARE THIS #INSIGHT ON SOCIAL
- 85. Digital Marketi ng is getting more com petitive 85 BUT ON THE OTHER HAND
- 86. Acquisition cost is i ncrea sing 86 BUT ON THE OTHER HAND
- 87. Ad Platforms are becoming m ore f ra gm ente d 87 BUT ON THE OTHER HAND
- 89. MEDIA PLATFORMS ONLY SEE THEMSELVES 89
- 90. ANALYTICS PLATFORMS ONLY SEE CLICKS 90
- 91. EXISTING RULES-BASED MODELS ARE OUTDATED 91 Last Click First Click Linear Position-Based Time Decay
- 92. EXISTING PLATFORMS ARE EXPENSIVE 92
- 93. SO, TODAY WE’RE GOING TO CRACK ATTRIBUTION! 93
- 94. 94
- 95. INSIGHT: Like an Asymptote, we will never touch the line and achieve 100% attribution, but understanding how close we are is key to making data-driven decisions. SHARE THIS #INSIGHT ON SOCIAL
- 96. WHAT’S REQUIRED FOR ATTRIBUTION? 96 Applied ModelUser Journey Mapping
- 97. BUT, HOW CAN WE TRACK COMPLETE USER JOURNEYS? 97
- 98. 98 FACEBOOK ATTRIBUTION Facebook Attribution deep dive: Democratizing attribution for digital marketers - November, 2018 https:// marketingland.com/facebook-attribution-deep-dive-democratizing-attribution-for-digital-marketers-251634
- 100. WHAT ARE WE DOING WITH IT? 100
- 101. 101 SHAPLEY VALUES Data-Driven Attribution – Shapley Values: https://www.slideshare.net/SimonPoulton1/attribution-not-a-4letter-word EXAMPLE: • 3 “Players” • Player 1 receives a left-hand glove • Players 2 & 3 receive a right-hand glove. TASK: • Form a pair • Credit assigned to each player after forming a pair
- 102. WHAT ARE WE DOING WITH IT? 102
- 103. 103
- 107. CROSS-PLATFORM PoP: 107 Platform Up – Model UpPlatform Up – Model Flat
- 109. THE SCIENTIFIC (TEST & LEARN) APPROACH 109
- 110. INSIGHT: By examining cross-platform variance, we’ll able to deduce changes that likely drove incremental returns. SHARE THIS #INSIGHT ON SOCIAL
- 111. ATTRIBUTION IS HARD BUT NECESSARY 111 Use Facebook Attribution to track user journeys. Use a time-decay model if a data- driven one is beyond reach. Compare performance across platforms and models Discover incremental variance Increase investment when tactic is not saturated. YOU CAN DO IT!
- 112. SIMON POULTON V P, D i g i t a l I n t e l l i g e n c e W p r o m o t e @SPoulton Born in New Zealand, Lives in Los Angeles Pop Punk Enthusiast
- 113. THANK YOU! 113 U N T I L T H E N E X T C H A L L E N G E !
- 114. Q&A #UTAHDMC
- 115. #UTAHDMC
- 116. SEE YOU NEXT MONTH! JUNE 19, 2019