rethinking your ad spend: 5 tips for intelligent digital advertising

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Presented by Rethinking Your Ad Spend: 5 tips for intelligent digital advertising

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Page 1: Rethinking Your Ad Spend: 5 Tips  for intelligent digital advertising

Presented by

Rethinking Your Ad Spend: 5 tips for intelligent digital advertising

Page 2: Rethinking Your Ad Spend: 5 Tips  for intelligent digital advertising

VerdensaCraig Vigor

Business Value ConsultantDigital Mouth Advertising

Robert Pettee

Co-Founder

Today’s Speakers

Page 3: Rethinking Your Ad Spend: 5 Tips  for intelligent digital advertising

Digital Mouth Advertising (15 min)

Verdensa (15 min)

Q&A (10 minutes)

Today’s Agenda

Page 4: Rethinking Your Ad Spend: 5 Tips  for intelligent digital advertising

• The recording will be sent to all webinar participants after the event.• Questions? Type them in the chat box & we will answer at the end• Posting to social? Use #ChartioMarketingROI

What’s next?

Page 5: Rethinking Your Ad Spend: 5 Tips  for intelligent digital advertising

The days of posting a sign and waiting for customers to knock on your door are all but over. Today’s marketing success is built on insightful, actionable data – even for offline channels

like direct mail, print and radio.

Marketing Data: What’s Possible, and Why it Matters

Successful marketers are leveraging their ad spend to learn how & where to spend

their next dollar.

Page 6: Rethinking Your Ad Spend: 5 Tips  for intelligent digital advertising

Clean Data: Getting-Out What You Put-InWell targeted ads can easily track:

•Demographics: age, gender, marital status, etc

•Psychographics: interests, political views, social preferences

•User-Behaviors: shopping habits, subscriptions, recreational habits

•Geography: IP address, zip codes, city/state or “local area” using radii around a business

location

•Messaging: promotions, discounts, sales, and the imagery & verbiage that drive resultsThe Trick: Label your ads according to who they target, put tracking info into the ‘destination URL’ of every ad and make sure you’ve got a web analytics platform that can capture that info, along with valuable website activities.

Page 7: Rethinking Your Ad Spend: 5 Tips  for intelligent digital advertising

Getting Results: Define & Prioritize Your GoalsTypical Goals:

•Reach & Awareness – focus on unique reach & frequency

•Drive Interaction – focus on interactions and CTR

•Maximize Site Traffic - focus on CPC

•Maximize Conversions or Sales – focus on CPA and Conversion Rate

•Maximize ROI – focus on CPA, Revenue per Click, and Revenue per Conversion

Consideration can be given to multiple goals, but one must take priority. Whatever your primary goal, make sure you have a way to monitor the appropriate metrics and map any “success event” back to the specific ad that drove that event.

Page 8: Rethinking Your Ad Spend: 5 Tips  for intelligent digital advertising

Doing more of what works best, and less of what doesn’t is very intuitive in theory. In practice, it means

complexity, attention to detail and a keen eye on statistical significance. It’s not easy, but it’s always worth

doing.

Follow the Data, It Doesn’t Lie.

Page 9: Rethinking Your Ad Spend: 5 Tips  for intelligent digital advertising

With the sophisticated campaigns you can run, all the data that you can collect from digital marketing efforts on Google, Facebook, etc. it’s easy to get buried and lose sight of the business value and data driven decision making abilities.

Dashboards for Actionable Business Value

Digital Marketing Scenario:

Page 10: Rethinking Your Ad Spend: 5 Tips  for intelligent digital advertising

Business Value Design Best Practices• Back to basics: Analytics deliver value by enabling

better decisions• Tie metrics to the business reasons, business

problems that need solving

o Tie to the business strategy with a visual contexto Analysis path to what people in a role need to make a

business decision

Page 11: Rethinking Your Ad Spend: 5 Tips  for intelligent digital advertising

Digital Marketing Dashboards Best PracticesCompared to more traditional ‘Business System’ based BI:

•Challenge is LESS of going to various business systems to acquire and integrate data•Challenge is MORE of filtering out all the data that is not relevant to your specific business focus

Best Practice: Minimize the noise, focus on presenting the metrics with their context related to your defined business problem. Swimming through all the data is a Data Scientist exercise!

Page 12: Rethinking Your Ad Spend: 5 Tips  for intelligent digital advertising

Digital Mouth Dashboards

Business Decision Starting Points: (root of path through the data to get to decision points) What's happening right now, is it on track? (mechanically

getting the impressions in the right place at the right cost) Analyzing inside the campaign to answer:

'What did I say‘ 'Where did I say it‘ 'Who did I say it to'

Page 13: Rethinking Your Ad Spend: 5 Tips  for intelligent digital advertising

Digital Mouth Analysis Path: Flight Board

Page 14: Rethinking Your Ad Spend: 5 Tips  for intelligent digital advertising

Analysis Path: Flight Summary

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Analysis Path: Flight Route

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Empowering anyone in a business to explore, transform and visualize their data –

without any technical barriers

Page 17: Rethinking Your Ad Spend: 5 Tips  for intelligent digital advertising

Q&A#ChartioMarketingROI

VerdensaCraig Vigor

Business Value Consultant

Digital Mouth AdvertisingRobert Pettee

Co-Founder