intelliad at waw conference copenhagen 2014 hosted by iih nordic
DESCRIPTION
intelliAd Slides from IIH Nordics Web Analytics Wednesday Conference. Copenhagen, June 2014.TRANSCRIPT
intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
18 June 2014
Raw Data What Really Happens between View and Sale
WAW Conference Copenhagen Benedikt Blaß, Business Development Manager intelliAd Media GmbH
intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
Performance Marke-ng Pla0orm
2
» Independent technology provider since 2007
» Wholly owned subsidiary of Deutsche Post DHL since July 2012
» Around 90 staff
» Over 38,000 managed Google AdWords accounts worldwide, tracking of over 400M clicks and conversions per month
» Partnerships with the TU Munich and Yale University, ConnecWcut
» Data ProtecWon – ISO-‐CerWficaWon according to DIN ISO/IEC 27001
About intelliAd
intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
Agenda
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How to tackle the challenges with MulBchannel Tracking 1
Using your data: AHribuBon 2
OpBmising MarkeBng Campaigns with Bid Management 3 Real Time Bidding: Improving performance
4 Case Studies
5
3 OpBmising markeBng campaigns with Bid Management
intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
Agenda
4
How to tackle the challenges with MulBchannel Tracking 1
Using your data: AHribuBon 2
OpBmising MarkeBng Campaigns with Bid Management 3 Real Time Bidding: Improving performance
4 Case Studies
5
OpBmising markeBng campaigns with Bid Management
3
5
Big Data RevoluWon
Gathering extensive data InterpreWng data
Key to success for companies and adverBsers
Where to spend your markeBng budget?
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intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
Example of a customer journey
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intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
Data gathered in the system
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intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com 9
Isolated view on channels
Google organic (SEO)
Direct Traffic
News-letter
Affiliate Marketing
Price comparison
portal
Google AdWords
(SEA) Facebook
Ads
Display
Is it useful to analyse each channel isolated from each other?
intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com 10
PracBce: Channels interfere with each other
Google organic (SEO)
Direct Traffic
Google AdWords
(SEA)
Display
Focus on all parBcipaBng channels and its performance analysis
Price comparison
portal
* intelliAd study in the tourism sector; based on analyses of customer data (more than 1 Mio. clicks)
7 %* of all conversions were iniWated via SEA and ended via SEO
(5 % from SEO to SEA)
6 %* of all conversions were iniWated via Facebook and
ended via SEO (2 % from SEO to Facebook)
Affiliate Marketing
Facebook Ads
Newsletter
Phone
intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
A fully automated soZware helps you to manage all online and offline channels with ease
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Save Bme and money
Google organic (SEO)
Direct Traffic
Display
Price Comparison
Engine
Affiliate Marketing
Facebook Ads
News-letter
Phone
t 0
t 1
t n
Google AdWords
(SEA)
intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
The loop of opBmisaBon will help you
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Bid Management
Analysis & Strategy
Campaign Management
MulBchannel Tracking
intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
Agenda
13
How to tackle the challenges with MulBchannel Tracking 1
Using your data: AHribuBon 2
OpBmising MarkeBng Campaigns with Bid Management 3
Real Time Bidding: Improving performance 4 Case Studies
5
OpBmising markeBng campaigns with Bid Management
3
intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
AHribuBon Models help you improve budget allocaBons
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1 CreaWng campaigns and adverWsing material.
4 … and distribuWng budgets on adverWsing material anew with the help of an AiribuWon Model.
2 Capturing each user‘s touchpoint with the adverWsing material.
Scoring the influence of each adverWsing material on the buying decicision of the user…
Attribution Model
Budget allocation
Campaign Management
3
SEA
1 2 3 4
User analysis
42 34 1
20% 7% 33%
40%
43
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intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
Model : Last Click Wins
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Tail Start
Tail End
Tail-‐Assists
Model: Last Click Wins
intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
Model 2: First Click Wins
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Tail Start
Tail End
Tail-‐Assists
Model: First Click Wins
intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
Model : Bathtub
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Tail Start
Tail End
Tail-‐Assists
Model: „Bathtub“
intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
Further AHribuBon Models
» DisWnguishing between clicks and views
» Time decay or equal model » Cross channel: involving offline channels » AiribuWon Model based on rules (e.g. ignoring brand channel)
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intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com 19
Example: Last Click Wins & bathtub model
Bath Tub Model
Price Comparison
intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
Agenda
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How to tackle the challenges with MulBchannel Tracking 1
Using your data: aHribuBon 2
OpBmising MarkeBng Campaigns with Bid Management 3 Real Time Bidding: Improving performance
4 Case Studies
5
OpBmising markeBng campaigns with Bid Management
3
intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
Daily RouBne of a PPC Account Manager
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20%
20%
20%
10%
25%
5%
Finding keywords, creaWng adtexts CompeWtors´ analysis
Campaign structure
Sedng and changing bids
ReporWng
OpWmizaWon
intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
Data influencing Bid Management
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intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com 23
PPC is important for winning new customers
14.03.2012
Quelle: intelliAd research / Period: Q2 2010 / Database: 300,000 conversions, intersectoral industry analysis, 30 day cookie lifetime
The posiWon is a crucial factor for the customer journey analysis
» PPC is important for winning new customers » SEO & Direct-‐Traffic for conversion
Start of the chain Center End of the chain
intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
AcBve management and automaBc regulaBon
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intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
Agenda
25
How to tackle the challenges with MulBchannel Tracking 1
Using your data: AHribuBon 2
OpBmising MarkeBng Campaigns with Bid Management 3 Real Time Bidding: Improving performance
4 Case Studies
5
OpBmising markeBng campaigns with Bid Management
3
intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com 26
Performance enhancement with RTB
Bulk Buying Impressions TargeWng of large groups according to category. High levels of wastage possible.
Real Time Bidding (RTB) Payment made only for „ideal“ users
Display AdverBsing or tradiBonal RemarkeBng
Data Driven Display AdverBsing
Then Now Bulk Buying or traditional Remarketing List User Centric Adversting
intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com 27
Real Time Bidding processes
Data Cube (DMP)
MulBchannel Tracking
CRM
Data Warehouse
1st Party Data
Behavioural Data
Third Party Data
Sociodemographic Data 3rd Party Data
intelliAd DSP
SSP: adscale
DoubleClick Rubicon Appnexus Yieldlab
Ad Server
Publisher
Processes followed when a user enters a publisher‘s website
intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
Specifying target groups
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intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com 29
Gathering, interpreBng and uBlising data
DSP DMP Success
intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
Agenda
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How to tackle the challenges with MulBchannel Tracking 1
Using your data: AHribuBon 2
OpBmising MarkeBng Campaigns with Bid Management 3
Real Time Bidding: Improving performance 4 Case Studies
5
OpBmising markeBng campaigns with Bid Management
3
intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
Case Study weg.de
» ROI +144% thanks to the use of MulWchannel Tracking
» Conversion rate boost of 28% » Saving costs and Wme with cross channel reporWng
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intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
Case Study Lodenfrey
» CPO reduced by 50% awer having used Bid Management for only three weeks
» Conversion rate in Google Adwords increased by 17% » 86% rise in profits
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intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
Your intelliAd Partner in Denmark
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Steen Rasmussen Senior Partner
Internet Intelligence House Nordic A/S Lille Strandstræde 6 DK-1254 Copenhagen K Denmark +45 70 20 29 19 +45 26 21 05 95 [email protected] www.iihnordic.dk
intelliAd Media GmbH ·∙ Sendlinger Str. 7 ·∙ 80331 Munich ·∙ www.intelliad.com
Thank you very much for your aienWon Benedikt Blaß Business Development Manager intelliAd Media GmbH Sendlinger Strasse 7 80331 Munich Germany
T +49 (0) 89 / 15 90 490 -‐ 73 E [email protected] W www.intelliad.com
QuesBons & Answers
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