from media though monetization, the anatomy of great...
TRANSCRIPT
© 2016 Didit – All Content is Sensitive and Confidential
From Media though
Monetization, the Anatomy of
Great Lead-Gen
Presented by
Kevin Lee
Executive Chairman
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Kevin Lee founded Didit in 1996, and has
grown it beyond Search Marketing (SEM
PPC & SEO) with ten acquisitions.
Didit services include all online and offline
marketing and advertising.
Kevin has written three books, over 550
columns in MarketingLand, ClickZ and
other publications, and spoken at over 400
conferences.
Kevin Lee is the “Mad Scientist” of digital
marketing.
At Didit, we believe “Marketing is Everything”
for any business.
We get it DONE!
2007
2007, 2008, 2009
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Presentation / Discussion Objective
Dissect the anatomy of a good lead.
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Presentation / Discussion Objective
A great lead-gen program:• Increases your venture’s value and profitability• Gets you promoted• Gets you a raise
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Challenges for Fin-Tech & Lending
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Challenge -Ad Blockers
Big enough of a problem to be on everyone’s radar.
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Challenge - Banner Blindness
OK this one’s not new but it’s still a problem
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Challenge - Bots Eroding Media Buyer / Advertiser Trust
One More Media Buying Variable
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Challenge - Competitive Differentiation
They have on WordPress T-Shirts. Couldn’t resist identical triplets.
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Problem: Maximize Profitable Growth
Highest valuations require a scalable, profitable revenue model
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Or maximize profitable growth given a fixed budget
Some organizations set marketing budgets arbitrarily not ROI
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Your Greatest Enemy
Time in the day, burn rate, time to test things, time to market…
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Media Auctions Can Be Painful, Winner’s Curse
Two kinds of marketers at the top of the PPC search results:• Brilliant Marketers• The idiots. Irrational biddersHolds for programmatic display, video, audio & native. Offline media is a bit different but the concept applies.
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Unit Economics & Media
Time to reach profitability on new customers @CPA
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Top Down Budgeting
What is delivering the highest profit or lowest cost acquisitions?
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
CPA / CPL
You’ve got a CPA target for media and a unit economics model
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
But Wait! Not all leads convert
Leads can be scored based on probability of conversion
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Not every conversion is worth the same
Predicting a high value client/customer. LTV, can it be predicted?
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Lagged or Multi-Step Conversions
How quickly do you know?
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Beyond Attribution
Marketing Mix Models
Marginal elasticity of every media option is key!!In economics, elasticity is the ratio of the percent change in one variable to the percent change in another variable. It is a tool for
measuring the responsiveness of a function to changes in parameters in a unit-less way. Frequently used elasticities include
price elasticity of demand, price elasticity of supply, income elasticity of demand, elasticity of substitution between factors of
production and elasticity of intertemporal substitution.
Elasticity is one of the most important concepts in economic theory. In addition when understanding how to allocate media dollars, nothing beats knowing the elasticity of the market in every direction.
USER
User served displayAd User Searches
User served displayAd
User VisitsWebsite User Converts
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Paid Search Elasticity: Google can’t tell the full story
PPC elasticity estimates assume complacent competitors.
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Micro-conversions or Drip Campaigns
Which of these apply to you? What value?• E-mail Newsletter Registrations• Visits To The Contact Us Page • Phone Calls • Deep Navigation from the landing page• Facebook Likes or Apps Twitter Follows / Tweets• LinkedIn Share (particularly for B2B)• Social Engagement
Will management give you credit for these? Sell them on it. (It will empower your marketing)
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Case Study: Payday Loans
Credit worthiness key, yet need must be there. So lagged full conversions were important.
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Case Study: Cell Phones -
Can we predict churn by media targeting options?Geo (correlates with income), TOD, Device, Gender, ISP, etc.
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Case Study: College Loans –
Can we predict the size of a college loan refinance by media targeting? University, Age. Do these also predict FICO?
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Case Study: Settlement Funding –
Can we predict the annuity value and likelihood of closing? Keywords play a role.
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
This is all great, but do you have a leaky data bucket?
Even the best back end systems ad/media automation to CRM & BI platforms don’t have perfect data. Phone, cross-device, etc.
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Other forms of media: PURLs
Know who is getting your offer? Consider PURLs + Direct or eMail
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Other forms of media: Earned Media
Earned Social, PR, Influencer, Promotional efforts, part of the mix.
© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED
Conclusions
• Marketing is integral to your business, Marketing is Everything!
• Think Big (picture)
• Think Big (data)
• Think Small (segments)
• Be a mad scientist, an inventor! I am ;-)
For a copy of the PPT, [email protected]