delivering the present creating the future moving from email evolution to the engagement revolution...
Post on 19-Dec-2015
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Delivering the PresentCreating the FutureMoving from eMail Evolution to the Engagement Revolution
Presented by:
John Healy
Head of GSI Commerce Global Marketing Services (GMS)
Product Group
30 Seconds on your Presenter
Former CEO of DydacompGlobal commerce technology platform company2k Global clients$4B USD in Global Commerce Transactions3MM mulitchannel orders
Original Global Multichannel Marketing Partner
DoubleClick (pre Google acquisition)
Global Marketing Services Products Group
$150MM+ USD700+ Global Associates
Corporate Mission: Enable Commerce Anytime, Anywhere, AnyhowGMS Product Group Business Mission Drive customers to you and keep them coming back
Website Retail Call Center
Business Chllenges CPA is up Online acquistion is slowing Open rates for email are flat to down Manage more programs and partners
Acquistion
Re Acquistion
Sh
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Bu
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Mu
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Bu
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Bro
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Great set of assets to meet our mission…
lytic
Database MarketingCRM, interactive services and analytics
eMaileMail Marketing Strategy and Services
DesignIntegrated Marketing Design and Strategy agency
AffiliateAffiliate marketing network
SMSSMS and mobile marketing
Ad AnalyticsMultichannel Marketing attribution and optimization modeling
RetargetingWebsite visitor remarketing
Search & SocialFull service interactive agency with Search and Social practices
Key UK e-Commerce Stats
Source: IMRG October 2011
• The UK is Europe’s leading e-retail economy, with sales estimated to reach €81bn in 2011
• The UK e-retail market is currently growing at 18% per annum, in spite of the Economy
• e-Retail contributed 9.4% of total retail sales in May 2011 (excluding automotive fuel)
• The UK’s per capita spend of €1333 per annum is the highest in the world
• The digital commerce market provides employment for over 730,000 people in the UK
• 37 million people shop online in the UK
• More than one billion parcels are shipped from online purchases each year in the UK
UK Ad Spend continues to grow…
£0 £1 £2 £3 £4
2009
2010
2011
2012
£3.01
£3.31
£3.57
£3.87
UK Online Ad Spend Estimates
Source: MagnaGlobal, September 2010
Billions
“Controlled “ Growth in Spending
How are you investing in online advertising?
How are you measuring success? Overwhelming measured on click through!
Source: eConsultancy
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Billion Impression Research Project Methodology
Subset of our Advertisers
January 2011 through April 2011
100% of converter & non-converter data1.1 Billion Impressions81.5 Million Clicks3 Million Conversions
Attribution ModelsLast-ad methodologyClearSaleing (CS) Altitude: glass-box, algorithmic model
Channel InfluencePath PositionDynamic Exclusions
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SearchBranded Key Word
Day 8
SitePurchase
Day 1
CSENatural SearchRetargeting
campaign
Email Marketing- Email Offer
Affiliate
Site Visit
Here’s what you saw… Now here’s what you missed…
Our research shows last click isn’t the whole story
Purchase Path Analysis
11
SearchBranded Key Word
Day 8
SitePurchase
Day 1
CSENatural SearchRetargeting
campaign
Email Marketing- Email Offer
Affiliate
Site Visit
Here’s what you saw… Now here’s what you missed…
Our research shows last click isn’t the whole story
Purchase Path Analysis
12
13
SearchBranded Key Word
Day 8
SitePurchase
Day 1
CSENatural SearchRetargeting
campaign
Email Marketing- Email Offer
Affiliate
Site Visit
Here’s what you saw… Now here’s what you missed…
Purchase Path AnalysisPurchase Path Analysis
14
15
SearchBranded Key Word
Day 8
SitePurchase
Day 1
CSENatural SearchRetargeting
campaign
Email Marketing- Email Offer
Affiliate
Site Visit
Here’s what you saw… Now here’s what you missed…
Purchase Path AnalysisPurchase Path Analysis
16
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SearchBranded Key Word
Day 8
SitePurchase
Day 1
CSENatural SearchRetargeting
campaign
Email Marketing- Email Offer
Affiliate
Site Visit
Here’s what you saw… Now here’s what you missed…
Purchase Path AnalysisPurchase Path Analysis
18
19
SearchBranded Key Word
Day 8
SitePurchase
Day 1
CSENatural SearchRetargeting
campaign
Email Marketing- Email Offer
Affiliate
Site Visit
Here’s what you saw… Now here’s what you missed…
Purchase Path AnalysisPurchase Path Analysis
20
21
SearchBranded Key Word
Day 8
SitePurchase
Day 1
CSENatural SearchRetargeting
campaign
Email Marketing- Email Offer
Affiliate
Site Visit
Here’s what you saw… Now here’s what you missed…
Purchase Path AnalysisPurchase Path Analysis
22
23
SearchBranded Key Word
Day 8
SitePurchase
Day 1
CSENatural SearchRetargeting
campaign
Email Marketing- Email Offer
Affiliate
Site Visit
Here’s what you saw… Now here’s what you missed…
Purchase Path AnalysisPurchase Path Analysis
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IntroducerInfluencerCloser
SearchBranded Key Word
Day 8 Site
Purchase
*Radius of circle depicts number frequency of am events likely in the purchase path
Day 1
CSENatural SearchRetargeting
campaign
Email Marketing- Email Offer
Affiliate
Site Visit
Here’s what you saw… Now here’s what you missed…
All about Total Customer Engagement
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Summary of our Research findings9 out of 10 ad impressions are missed with last click
attribution
3.8 is the average number of touch points generated in a Purchase Path
36% - 50% of Purchase Paths involve more than one touch point
Varies based on seasonality
42% increase in average order value from a multi touch point Purchase Path
Premium Publishers have a 2X greater ability than ad networks and a 4X greater ability than DSP’s to start new customer conversations
In terms of number of ads per order generated, premium publishers require ¼ as many ads to create the desired result
25% - 30% improvement in Digital media ROI (Forrester)Source: “Billion Impression Research Project”Q1 2011
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What you think is working and not working…
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Channel Revenue shift using Attribution
Social Media
Paid Search - Non-Brand
Paid Search - Brand
Retargeting
Organic Referrers
Natural Search - Non-Brand
Natural Search - Brand
Display
Comparison Shopping Engines
Affiliates
-10% -5% 0% 5% 10% 15% 20% 25%
Percentage Shift in Multi-step Channel Revenue by evolving from Last-ad to CS Altitude
68% of ad spend gets moved
Case Study: Fashion Retailer
Google PPC Profit by Day
Display Profit by Day
• Department Store which generates $4B USD in annual revenue
• 3 months after launch: – Total orders have
increased by 16%– Google PPC profitability
has grown by 4X– Revenue per order
increased by 66%– Annual digital budget has
grown from $32MM to $47MM USD
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Deliver the Present and Create the Future
• Start to think about how Advertising Analytics and
Attribution can help your business
• Customer Engagement improves with solid Purchase
Path planning
• No such think as a loyal customer... Think in terms of
acquisition and reacquisition when planning
32
Deliver the Present and Create the Future
• Start to think about how Advertising Analytics and
Attribution can help your business
• Customer Engagement improves with solid Purchase
Path planning
• No such think as a loyal customer... Think in terms of
acquisition and reacquisition when planning
• Thank you for your time