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 1

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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.

Meine Oma…

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und Heute…

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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

und Heute…

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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

und Heute…

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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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Google und dann…

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Tracking

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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

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Click Forecasting

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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?

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Data Driven Advertising & Predictive Modelling

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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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Wer ist der Feind?

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Saisonalität YoY

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Saisonalität YoY

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Saisonalität

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Saisonalität

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Der Heilige Gral im Online Marketing

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Cross Channel Attribution

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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”?

Presenter
Presentation Notes
Multi-Channel Capability Manage, Search, Display & Social via one platform Superior services deliver maximum performance & strategic execution Superior Technology Easy to use campaign management UI Predictive modeling & simulations provide unrivaled forecasting & control Reporting and analytics give full visibility into performance & attribution across multiple channels Unparalleled Optimization Proprietary algorithms automate bidding at massive scale Proven to drive superior ROI vs. rule-based & less sophisticated tools Portfolio Theory optimization assigns budgets & bids across all channels for max. ROI

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