long live performance marketing_nick cristal

Performance

‘Long Live Performance

Marketing

Chapter 1:

An introduction to Mr Usain Bolt

‘If I get to be a legend, I’ve achieved my goal’

Usain Bolt

Nick Cristal

Performance Business Director

This picture has been the

source of many internal jokes….

Who is this guy?

The way my mind works...

Terribly Cheesy

Analogies Work in threes

Be thought provoking

‘Affiliate marketing is

dead


MarketingPerformance

See... Im an advocate!

Lets not be rigid...


Terribly Cheesy

Analogies


Work in threes

The way my mind works...Work in threes

Coolness

Speed

Performance


Terribly Cheesy




dead



I wonder what’s for

lunch…


Terribly Cheesy



Chapter 2:

It’s not just about eating chicken nuggets

What Usain ate... 2008 Vs 2016

Do the ground work

Usain & You

Adapt & Change

Our chicken nuggets...

And Now...

TEDTECHNOLOGY, EFFECTIVENESS & DATA

Either Top Tier or Long Tail

Here is a bunch of links

PREPAREPlan as a performance team- sit together & discuss collectively

Reason as a performance team- The approach & ideology cannot be in silo

Educate your planners- Any specialist should know other specialisms

Practice your approach- small scale tests and scenario planning

Affiliates are not last click- move away from pure CPA

Require integration to delivery- how tech make this a reality

End at the start- Look at the first thing you wrote- does it

agree with your final delivery?

Case Study- Barclaycard59%

11%

72%

Barclaycard seeked

growth in an increasingly

competitive market. To

achieve this Maxus

needed to approach

performance media

planning and activation

fundamentally differently

1.

2.

3.

Takeaway sentence 1:

‘Eating chicken nuggets isn’t good enough anymore, plan as a performance team’

Chapter 3:

Don’t just dip for the line

Dipping doesn’t win you the race

Chapter 3:


It starts here

Chapter 3:


Success is embracing the moment

Chapter 3:


Performance relies on all parts working together


‘Dipping for the line won’t win you the race, use your technology to perform’

That means linking this together

Advertiser Analytics

Cross Channel Technology

Specialist Channel Technology

Welcome to the Technology Stack House

Real Time

DSPs, Networks, Search Optimisers

DMPs, Attribution tools, Adservers

LTV, Onsite analytics, drop out

Advertiser Analytics

Cross Channel Technology

Specialist Channel Technology

This feeds into the wider picture

TV

Display

Radio

OOH

In-house

Sizmek

Convertr

Case Study 2- FIAT

Provides scrubbed & scored leads

De-dupes data, attributes channels

Integrates Leads into localised dealersAdvertiser

Cross Channel

Specialist

In-House

Sizmek

Convertr

Case Study 2- FIAT

Convertr

Provides ROI down to Lead source level OrchestratorProvides Dealers with

score lead details

Sizmek

Provides top & bottom funnel lead analysis

Deduped Leads

Integration allows Display and FB retargeting

Lead Quality Feedback

Case Study 2- FIAT

In-House

Sizmek

Convertr

Convertr

Provides ROI down to Lead source level OrchestratorProvides Dealers

with score lead details

Sizmek

Provides top & bottom funnel lead analysis

Deduped Leads

Integration allows Display and FB retargeting

Lead Quality Feedback

Real Time Information. Real Time Decisions.

TV

Display

Radio

OOH

Scrutinise at all levels



Look at the whole race



Build you tech stack correctly

Chapter 4:

If you’ve got it, flaunt it

‘If I get to be a legend, I’ve achieved my goal’

Usain Bolt

Bolt understands what his performance means

Time to understand beyond your success

Firstly we need to have a clear understanding

Silo approaches don’t work

Bring together the wider picture

To go to the next level you need to use the Why Machine

Use your Performance Toolbox

The Why Equation

A winning performance

Case Study 3- Barclays

What is the value of Affiliate Marketing? A.K.A Why Are we running this race?

Step 1- giving context

Insurance revenues declined by 10% YoY Q4 2015New tech-platform for home insurance would “pave the way for benefits for customers in 2016”

Reported a 7% growth in pre-tax profits YoYRumours on floatation- valued at £1 billion

Zoopla buys Uswitch for £190mDiversifying their offering; first Credit Cards awards in 2016

Confused pre-tax profits fell to £15.8mDriven by Google natural search algorithm changes

66% of people use digital to arrange HI

• 58% desktop & 8% mobile

• Advertiser Ad spend reduced by 13% since due to aggregator popularity

40% of consumers used an agg at last renewal

• 64% used agg at previous renewals

• 23% more interested in incentives than policy. 45%- 18-34 yr-olds.

Aggregator behaviour varies by demographic

• 63% of tenants view aggregators as essential for HI

• 56% of over-55s do not consider aggregators as important

Step 1- giving context

£80,000,000

£85,000,000

£90,000,000

£95,000,000

£100,000,000

£105,000,000

£110,000,000

2015 2014 2015

Aggregator TV Spend YoY

Step 2- cross-channel understanding

Compare Mortgages

Compare Home Insurance


75% of all clicks ‘best current account’

50% of all clicks ‘current account’


They

Say

Maxus

Says

GoCo and RPD feel that this is the future of fair comparison

Shift won’t happen overnight. Consumer behaviour will lead the way for this.

Demand not supply shifts comparison

Tool provides consumers with better choices-increases Aggs EPCs

More partners join the functionality with GoCo and CTM launching in 2016

Step 3- future building

Offsite changes

On site changes

Transparency

Changes to APR size, apply now colour, promoted deals, dropdown limitations

Step 3- future building

Maxus POV-2016Direct to site

• Aggregators increasingly becoming the home of comparison for the consumer

Competition

• Acquisitions & flotations will make the market more competitive

• This leads to product diversification and new technology innovation

Improved customer experience

• Balancing automated personalisation with regulation will shape ways of working with aggregators

Step 4- Providing a POV

And he can flaunt it...

You can showboat too


‘There’s no point in running a race unless you truly know what you’re performance

means’

Chapter 5:

All good things come in threes


dead




‘There’s no point in a Performance unless you know what you’re performing for’

The Silo view is very limiting


‘There’s no point in a Performance unless you know what you’re performing for’

This is not just a label

Adapt &change

Be prepared to change

Lets not be rigid...

Lead chang

e

Plan as a Performance Team

Deliver as a Performance Team

Understand Why as a Performance Team

Seriously I’m starving

now

‘Don’t Just Eat Chicken Nuggets’

‘Don’t Just Dip for the Line’

‘Don’t race without understanding what it’s for’

You are Bolt