What's New On Google - May 2013 Session

Forget
about
channel
&
device,
be
user

centric!

43%
Recomended
website
My buying cycle
23%
Research
Smartphone,
Purchased
desktop
35%
Research Online
before buying
offline90%
Use multiple screens
sequentially to
accomplish a task
over time

Multi-device in Belgium
•  Le Soir, January 2012: 21%"
•  Trends, March 2012: 26%"
•  Google & Ipsos, April 2012:
22%"
•  AWT, May 2012: 35%"
•  Mobistar October 2012:
33,6%"
•  GFK March 2013: 42%"

We even have data’s by hour!

Devices are personal !
00H 24H

Who’s right?
THE GEEK vs. THE FATHER

Who’s right?
THE GEEK and THE FATHER
Customer 1:
Online purchase
Low average basket
Always connected
Impulsive buyer
Customer 2:
Online purchase
High average basket
Internet user
Rational buyer

Keep focus
$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$
2
Don’t waste money, invest better !

Play the doctor !
Customers symptoms
They are all differents but:
§  Always search for a specific generic KW
§  Always come 3 times before converting
§  Always consult a specific page
§  Havn’t received any eMail
§  First touch point is always the same
…

User segmentation
Customer 2
Male
No Smartphone
Retired
Customer 1
Female
Smartphone
Managing director
Prospect
Male
Smartphone
Student
Both are customers with differents habbits

What’s the goal then?
« Attribution modelling helps you to be less wrong »
« Attribution modelling helps you to invest better »
« All models are as wrong as usefull »

What’s the goal then?
#When was the last time
you did something
for the first time ?
Thank you !

Actual situation
Campaign 1
Campaign 2
Campaign 3

Cross-device
That girl is a session breaker !

Purchaser who did research online & offline
before purchasing
Source: Consumerbarometer

People That used a device for research before
purchasing
Source: Consumerbarometer

Cross-device tracking !
Not anymore !

The right message, on the right device,
@ the right moment.

What’s New ?
Win moments that matter

Key Features of Enhanced Campaigns

Smarter Ads - Customized & extended for mobile

Smarter Ads - Located around Store
Shoe Store

Smarter Ads - Context Matters !
Delivery Map

Conclusion
Man’s
mind, once
stretched
by a new
idea, never
regains its
original
dimensions
- Oliver Wendell Holmes -

Assigning conversion  
to the right channel(s)"
How to determine the right attribution model
28/05/13

Common mistake : last click attribution"
53"

Other alternatives"
54"
Linear
a7ribu8on

Time
decay

Shopper’s multi-channel journey"
55"
Google
-‐
Shopper
Sciences
study
2012,
looking
at
the
purchase
journey

for
3,000
shoppers
in
tech,
CPG,
auto
and
ﬁnance

Awareness
Considera-on
Pre-‐purchase

Deﬁne the right KPIs"
56"
Brand

Product

Message

Short
list

Preference

Convic8on

Search
details

Search
advice

Search
store

Test

Buy

Postpone

Pre
/
post
test

Exposed
/
control
group

Ac8ons
(sales)

Abandon
step
(70%)

Queries

Leads

Conversa8ons

Awareness
Considera-on
Pre-‐purchase

Identify touch points"
57"
KPI
2012
–
KPI
2011

-‐
Yearly
market
trend

=
incremental
impact

Econometric modeling"
Base line"
Market trends"
Inﬂuencing factors (awareness, promotions, distribution, ads…)"
"
58"

New
registra8ons
are
inﬂuenced
by
various
factors

VW Golf econometric model"
59"
Search interest
for VW Golf
New registrations VW Golf
direct
indirect
impact

ATL advertising for
VW Golf / category
Market Seasonality
Car Scrap Bonus
Brand Loyalty
VW Golf
Product lifecycle
VW Golf
Indirect
impact from
other factors
through
search
organic
search
paid
search

Direct inﬂuencing factors"
60"
39,5%
14,5%
12,7%
15,7% 15,7%
17,7%
100%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Basic brand loyalty
(no short term effects)
Car Scrap Bonus
(and seasonality)
VW Golf
product lifecycle
Short term brand
interest (organic search)
Advertising (TV, Press,
Online / SEM, Outdoor)
Total new registrations
for VW Golf
Being
the
category
leader,
over
50%
of
VW
Golf
new
car

registra8ons
are
a
direct
result
of
brand
loyalty
–
either

from
a
basic
brand
loyalty
that
does
not
move
quickly
or

from
short
term
changes
in
brand
interest
(indicated
by

an
upli^
in
search
volume).
Adver8sing
accounts
for
18%

of
registra8ons.

Total
number
of
new
registra8ons

Trommsdorﬀ
&
Drüner:
VW
golf
econometric
modeling
2010

Econometric modeling"
Germany : 77% online searches before car purchase vs Belgium 66%"
"
ROPO 
Research Online Purchase Ofﬂine!
Consumer
Barometer
IAB
Europe
–
TNS
-‐
Google

Google benchmarks"
62"
TV
ad
boost
=
+
25%

Radio
ad
boost
=
+
33%

Inﬂuence of media on search"
63"

-‐

200.000

400.000

600.000

800.000

1.000.000

1.200.000

1.400.000

-‐

20

40

60

80

100

120

140

160

180

200

Adver8sing
pressure
(€
rate
card)

Searches

Free
sheets
Display
Mag
Outdoor
Dailies
Radio
TV
Car
brand
search
index

Day Free
sheets Display Mag Outdoor Dailies Radio TV Total
media
Correl -‐6

42

33

11

8

37

70

50

R² 0

17

11

1

1

13

49

25

Econometric modeling : example"
Is search predictive of sales ?"
Google Germany &marketing consultants project : predict new car registrations for VW Golf
based on branded search queries. "
"
uplift in
queries
MONTH
1
MONTH
2
MONTH
3
2
months
Hme
lag

6
to
8
weeks
prior
to
an
upli^
in
new

car
registra8ons
an
upli^
in
search

queries
can
be
seen
on
Google.

Total
model
predic8on
quality:

±
10%
of
quarterly
new
registra8ons

for
VW
Golf

+ 10% 4.239

+ 10%
+
16%

15
search queries 1
registra8on

2
months
Hme
lag

2
months
Hme
lag

2
months
Hme
lag

Trommsdorﬀ
&
Drüner:
VW
golf
econometric
modeling
2010

Conclusions about search & media
Media inﬂuence"
•  Direct sales (awareness, consideration)"
•  Searches which lead to sales (pre-purchase)"
Searches are predictive of sales, they are not responsible for
all sales."
"
Search inﬂuence is maximal"
•  In pre-purchase phase to avoid last minute choice of
competitor (travel, promotional markets, easy to compare
products, limited complexity, limited service)"
•  In purchase phase to retarget abandoned purchase"
•  For product with short buy cycles or impulse buys"
65

Key take aways"
•  Deﬁne your KPI"
•  Identify touch points"
•  Use econometric modeling to assign a weight to
inﬂuencing factors"
"
Short buying cycle / impulse purchase"
è More weight on last click"
Long buying cycle / rational purchase"
è More weight on 1st touch point (cf brand loyalty)"
66"

Optimization of
Content Management
For Cross-Device Web
Marketing"

I’m a (business) geek !"
Georges-Alexandre Hanin"
@gahanin"
@mobilosoft"

And I don’t seem to be alone"
1,5 TV per household*"
82% of householdown a computer**"
77% of householdare connected to the web**"
42% of Bel own a
smartphone***"
33% of h. "
own a tablet*"
*Source: http://www.datanews.be - **: spf economie - ***: GFK Retail & Technology

It means you are not communicating to a
single computer"

But to a person with multiple devices"

And moving" 79% of
smartphone
users have
looked for
local
information*"
As a result
84% have
taken action*"
*Source: http://www.ourmobileplannet.com

Agenda"
•  The new challenges of Content Management"
•  Managing your content across devices"

1ST
CONSUMERS
USE SEVERAL
DEVICES"

To reach the same content at different
periods"
""
Office: Computer
Home: iPad Transport, toilet,
queues, meetings,…

To reach different content at
different periods"
""
Plan for shopping
Shopping list,
directions,…
Cook, read, learn,
relax

To reach different content at the  
same time" Tv: movie & Ads
Tablet - Smartphone: more ideas

To activate content from another device at
the same time"
Tablet: gameboard
Smartphone: player interface

2ND CONSUMERS DO
MULTI-TASKING"

And they are constantly triggered"

This has an impact on your web-visits !"

In conclusion: many triggers, many
behaviors, many devices, many places,…"

And we haven’t talked about Social Media
yet…"

How will your users consume your content ?"
Content consumption Management
Type
What to do ?
Same content at
different periods
Coherently The content must be the same
across all media and devices
Different content at
different periods
Action-related The content must be centered
around the utilization periods
for each device
Different content at
the same time
Complementarity The content must be centered
around the best use of each
device
Activate content from
another device at the
same time
Simultaneity The content must be centered
around the best use of each
device

Screens"
+ 5.000 types of cell-phones with more than 255
different screen sizes*
Among the 11 most used tablets, there are 4 different
screen sizes and 8 resolutions **
*Source: http://www.binvisions.com - **: http://www.mobilesmashingmagazine.com
Among the 30 most recent smartphones, there are 17
different screen sizes and 19 resolutions **

iPhones …"
*Source: http://www.iphoneresolution.com/

Then, you must pay attention to …"
•  The device itself "
•  The OS & navigator"
•  The Internet speed
(Edge, 3G, 4G, Wiﬁ)"
•  The quality of the
hardware"
•  The servers"
•  The CMS"
•  …"

1. Deﬁne your
Content
Management
Type "
2. Identify your
target devices &
media"
3. Find the best
tool to manage
your content
across devices &
media "

How to identify the relevant tool ?"
Coherent Action-
related
Complementarity Simultaneity
Content Consistently
share data
across
platforms
Each content
has its place
(media,
device)
Each content has
its place (media,
device)
Each content
has its place
(media,
device)
Multiple
formats
Necessary May be
needed
Not really
necessary
May be
necessary
Performance Important Key Key Important
Publication
timing
Less important Might be
crucial
Key Key

We manage the virtual presence of Physical
stores"

Virtual presence ? "
Promos Address
& store
data

We create mobile websites
A mobile site for Godiva
that shows what your
customers really need:"
ü  Stores
ü  Promotions
ü  Product catalogue
ü  Links to social networks
Test it:

http://m.godiva.be/

We make sure local promotions are well
referenced"
On Foursquare, your mobile website and
Google

All this is done via a single tool"
Centralize the data /
content management
And synchronize
across all platforms

106

«
De
la
qualité
du
renseignement

nait
l’ac4on
»

Agenda

•  Scine8k

•  3
examples
of
the
importance
of
the
way
to

view
DATA
to
get
a
more
user
centric
approach

in
e-‐business

–  FROM
Independent
traﬃc
sources
analysis

TO
Smart
Conversion
a7ribu8on

–  Mul8channel
tracking
on
your
website
(and
further)

–  User
centric
data
to
op8mize
your
website

1
2
3

108

Scine8k

is
an
e-‐business
consul8ng
agency

109

Our
Mission

Assist
our
client
in
developing

proﬁtable
&
long
term
connected
business

Measuring

Modeling

Interpre-ng

UNDERSTAND

IMAGINE

Consul-ng

Innova-ng

Conceiving

Realizing

Op-mizing

Driving

ACT
SHARE

TransmiNng

Guiding

Coaching

data

analysis

design

E-‐

marke-ng

Webanalyse

Plan
de
taggage

Segmenta8on

Bilans

Synergie

des

canaux

Modèle

économique

AMOA

Pilotage

eﬃcacité

Neuromarke8ng

Look
&
feel

Charte
graphique

AMOA

(agence
créa
de

la
marque)

Connaissance
client

Repor8ngs

personnalisés

Conversa8ons
sociales

consul-ng
Stratégie

Cross
canal

Digitalisa8on

magasin

CRM

Business

plan

Op8misa8on

con8nue

Experience

client

ergonomie

Merch-‐
search-‐
andising

Trigger
marke8ng

Personnalisa8on

dynamique

Conversa8ons

et
co-‐crea8on

Plan
de
contact

personnalisé

Business

Ergonomie

W
H
A
T

W
E

D
O

Campaign
mgt

AMOA
Sélec8on

presta

Choix

plateforme

Catalogue

merchandising

112
Interna8onal
mountain
brand

W
H
O

W
E

D
O

I
T

F
O
R

FROM
Independent
traﬃc
sources
analysis

TO
Smart
Conversion
a7ribu8on

1

Business
Case

•  Mission

–  An
interna8onal
mountain
brand
wanted
to
boost

its
business
online
but
didn’t
know
which
traffic

sources
where
the
best
for
them

•  What
we
did

–  We
tested
different
traffic
sources
for
our
client
to

be
able
to
calibrate
their
traffic
acquisi8on
strategy

Similar
brands:

N.B.
figures
presented
in
this
business
case
were
rebased
for
confidenHality
reasons

1

Which
traffic
sources
were
tested
?

Traffic
to
website

Affilia8on:

-‐
CPA

-‐
CPA
+
CPL

-‐
CPC

-‐
MG

Promo
codes

websites
/
cash-‐
back
/
cart

abandonment

email

Adwords

Brand

&
generic

Emails
on

loyalty
+

prospects

database

Co-‐registra8on

on
volume
/
shoppers

databases

DB

1

Results

•  Some
sources
seem
to
be
lagging
behind

–  Affilia8on

–  Co-‐registra8on

•  While
other
sources
seem
to
be
top
of
class

–  Promo
codes

–  Loyalty
emails

•  Tradi8onally,
we
look
at
how
much
it
costs

to
make
a
sale
from
a
traffic
source
(CPA)

CPA
(based
on
last
touch
conversions)

34
€

5
€

11
€

46
€

3
€

-‐

€

5
€

10
€

15
€

20
€

25
€

30
€

35
€

40
€

45
€

50
€

Affilia8on

Promo
codes

websites

Adwords

Coregistra8on

Emails
on
loyalty

database

1

But
should
we
cut
the
budget
from
the

traﬃc
sources
that
perform
less

according
to
this
view
of
the
results
?

1

Actually,
traﬃc
sources
don’t
play
the
same
role

in
the
conversion
process

Searched
for
a

backpack
on

google

>>
clicked
on
the

adwords
ad

Monday
3
pm

Came
back
typing

directly
the
url
in

the
browser
and

registered
to
the

newsle7er

Monday
8
pm

Received
an
email

with
special
promo

oﬀer

Tuesday
11
am

Searched
for
a

voucher
on
the

internet
and
made

the
transac8on

Tuesday
7
pm

Adwords
Direct
Email
Promo
code

Example
:

Came
back
typing

the
exact
model
of

backpack
and

using
an
adword

Tuesday
7
pm

Adwords

1

How
we
can
rebalance
the
results

Traﬃc
Source
Last
touch

Conversion

Indirect

Conversion

Adwords
0
1

Direct
0
1

Email
0
1

Promo
Code
1
1

Searched
for
a

backpack
on

google

>>
clicked
on
the

adwords
ad

Monday
3
pm

Came
back
typing

directly
the
url
in

the
browser
and

registered
to
the

newsle7er

Monday
8
pm

Received
an
email

with
special
promo

oﬀer

Tuesday
11
am

Searched
for
a

voucher
on
the

internet
and
made

the
transac8on

Tuesday
7
pm

Adwords
Direct
Email
Promo
code

Example
:

Came
back
typing

the
exact
model
of

backpack
and

using
an
adword

Tuesday
7
pm

Adwords

1

Conversion
traffic
sources

•  They
intervene
really
late
in

the
conversion
process

•  They
make
the
conversion

happen
on
your
website

(instead
of
your

compe8tors)

•  They
take
advantage
of
the

work
done
by
other
levers

before

N.B.
figures
presented
in
this
business
case
can
vary
depending
on
your
industry

Traffic
Sources
Conversions

345

110

250

200

850

300

180

60

280

210

0

500

1000

1500

2000

Indirect

Conversions

Last
touch

conversions

Emails
on
loyalty
database

Coregistra8on

Adwords

Promo
codes
websites

Affilia8on

1

First
and
middle
touch
traffic
sources

•  They
intervene
early
in
the

conversion
process

–  Clients
first
come
to
your

website
thanks
to
them

•  They
oên
don’t
get
the

commission
for
the

conversion
even
though

they
played
a
role
in
the

purchase

345

110

250

200

850

300

180

60

280

210

0

500

1000

1500

2000

Indirect

Conversions

Last
touch

conversions

Emails
on
loyalty
database

Coregistra8on

Adwords

Promo
codes
websites

Affilia8on

Traffic
Sources
Conversions

1

So
what
is
the
real
CPA
of
your
sources
?

•  We
can
calculate
a
CPA
based
on
indirect
conversions

•  Truth
is
somewhere
in
between

•  And
if
you
want
to
be
totally
user
centric
you
should
look
at
the

traﬃc
source
as
a
recruitment
lever
and
calculate
the
client
ROI

along
his
life

34
€

5
€

11
€

46
€

3
€

24
€

9
€

9
€

33
€

5
€

-‐

€

10
€

20
€

30
€

40
€

50
€

Aﬃlia8on

Promo
codes

websites

Adwords

Coregistra8on

Emails
on
loyalty

database

CPA
(based
on
last
touch
conversions)

&
CPA
(based
on
indirect
conversions)

1

How
can
you
track
it
in
Google
Analy8cs
?

You
can
have
a
global
view
of
how
traﬃc
sources
are
contribu-ng
to
the
conversions

And
which
traﬃc
sources
are
complementary
or
not

1

How
can
you
track
it
in
Google
Analy8cs
?

…

Or
get
the
raw
data
in
order
to
calculate
your
self
which
traffic
sources
are
first
touch
/
last
touch
for
you

And
calculate
the
real
ROI
of
your
traffic
sources

1

Mul8channel
tracking
on
your
website
(and
further)
2

Business
Case
Truﬀaut

•  Mission

– Truﬀaut
(leading
French
gardening
company)

wanted
to
evaluate
the
performance
of
its
brand

new
e-‐commerce
+
content
website
in
terms
of

e-‐commerce
and
mul8channel
ac8vity
(58
stores

in
France)

•  What
we
did

– Set
a
mul8channel
tracking
strategy
in
analy8cs

– Produce
mul8channel
reports

2

Seyng
up
a
mul8channel
tracking
strategy

2
Content

E-‐commerce

Stores

Product
Informa8on

Product

Deﬁning
diﬀerent
type
of
visits

Seyng
up
a
mul8channel
tracking
strategy

2
Tracking
them
correctly
in
analy-cs

Product
informa-on
visit

E-‐commerce
visit
Store
visit

Seyng
up
a
mul8channel
tracking
strategy

•  Example
:

–  Traﬃc
Acquisi8on
strategy
driven

by
e-‐commerce
and
stores
KPIs

•  Color
coding

–  E-‐commerce
KPIs
=
orange

–  Stores
KPIs
=
green

2
And
producing
reports
with
mul-channel
data

User
centric
data
to
op8mize
your
website
3

Introduc8on
to
Neuromarke8ng

3
Opera8onal
NeuroMarke8ng
Opéra8onnel
u8lise
les
enseignements

des
neurosciences,
de
la
psychologie
cogni8ve,
de
la
psychologie

évolu8onniste
et
de
l’économie

comportementale
pour
améliorer

l’eﬃcacité
des
ac8vités
Marke8ng/Communica8on
liées
à
la

performance,
à
l’ac8on.

Le
pilier
fondamental
du
NeuroMarke8ng
Opéra8onnel
repose
sur

l’idée
que
la
majorité
de
nos
ac8ons,
de
nos
comportements,
ne
sont

pas
les
conséquences
de
processus
conscients
mais
sont
des
réponses

inconscientes,
automa8ques,
ou
liées
au
contexte.

L´évalua8on
et
les
recommanda8ons
sont
générées
en
analysant
:

•  La
mécanique
de
l’a7en8on

•  La
mécanique
de
la
mémorisa8on

•  La
mécanique
de
la
prise
de
décision
automa8que

Introduc8on
to
Neuromarke8ng

3
Opera8onal
NeuroMarke8ng
uses
Neurosciences
techniques

to
op8mize
performance
driven
marke8ng
and

communica8on
ac8vi8es

The
main
idea
of
Opera8onal
NeuroMarke8ng
is
that
most
of
our

ac8ons
are
not
driven
by
a
conscious
mental
process,
but
are
the

results
of
automa8c,
unconscious
automa8c
responses
from
our
brain

Opera8onal
Neuromarke8ng

3
Example:

How
to
design
your
homepage
banners
to
maximize
your
CTR

-‐
Strengthen
color
contrasts

-‐
Make
people
look
at
your
CTAs
(Call
to
Ac8on)

Opera8onal
Neuromarke8ng

3
Example:

How
to
make
people
read
your
content
?

-‐
No
contrast

-‐
Long
lines
of
text

-‐
Page
architecture

Opera8onal
Neuromarke8ng

3
Example:

How
to
make
people
read
your
content
?

-‐
Faces
aligned
with
the
text
to
be
read

-‐
Capital
le7ers

-‐
Small
paragraphs

Thanks

Contacts:

Thibault
Jaime

+33
6
72
62
18
28

Thibault.jaime@scine8k.com

Xavière
Tallent

+33
6
73
80
47
08

xaviere.tallent@scine8k.com

What's New On Google - May 2013 Session

What's New On Google - May 2013 Session

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What's New On Google - May 2013 Session