predictive marketing: wie sich auktionsbasierte werbung optimieren lässt
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Predictive Marketing: Wie sich auktionsbasierte Werbung optimieren lässt Niels Jensen | Client Services Director DACH
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
und Heute…
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155.520.000.000
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Predictive Marketing: Wie sich auktionsbasierte Werbung optimieren lässt!
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Sales Funnel
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< IMG 1X1 >
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Data Driven Abvertising
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Modeling Drives Bid Decisions
POSITION 1 Bid: $5.00 CTR: 4% CPC: $4.51 Clicks: 150
POSITION 2 Bid: $4.00 CTR: 3% CPC: $3.34 Clicks: 100
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Revenue Forecasting
IMPRESSIONS CLICKS CONVERSIONS
AD MERCHANT TRANSACT
CASH FLOW
$CPC %CONVERSION $REVENUE
ctr = clicks / impressions cost = clicks * cpc cpa = cost / conversions
rpc = revenue /clicks profit = revenue - cost margin = profit / cost
USER FLOW: AD
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
EF’s robust predictive modeling enables advertisers to accurately forecast the impact of budget changes on conversions and key performance indexes.
Modeling Provides Accurate Simulations
Lower Budget=$1,750/day Cost/Order=$468.02
CPA
$175.05
$268.93
$351.10
$408.13 $468.02 $511.32
$564.53
$601.18
$651.27
$695.73
$732.94
$760.38
$821.96
$827.33
$907.59
$947.75
$996.20
$1,028.89
$1,053.01
$1,074.10
Current Budget=$3,500/day Cost/Order=$695.73
Higher Budget=$5,250/day Cost/Order=$907.59
My target Cost/Order is $600. What should my budget be and how much revenue can I expect?
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Data Driven Advertising & Predictive Modelling
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Data Driven Advertising & Predictive Modelling
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SINGLE CONVERSION
DISPLAY
SEARCH
SOCIAL
CHANNEL
TRACK INTERACTIONS & ATTRIBUTE VALUE …
…
728x90
300x250 468x60
ADVERTISER BUDGET & DATA
PLATFORM
X-CHANNEL MODELS
DATA FEED BACK LOOPS ENABLES BETTER OPTIMIZATION
Clear picture of conversion events and attribution of various media interaction
Predictive Marketing Platform
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Der Heilige Gral im Online Marketing
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Cross Channel Attribution
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Weekly Profit from Efficient Frontier
Weekly Profit from Rules-Based Tool
UNPARALLELED
OPTIMIZATION
SEARCH
SOCIAL … …
DISPLAY 728x90
300x250 468x60
MULTI-CHANNEL
CAPABILITY
PUBLISH
OPTIMIZE
ATTRIBUTE
TRACK
SERVE
BID
MANAGE
SUPERIOR
TECHNOLOGY
Wie findet man den “Heiligen Gral”?