van performance naar roi
DESCRIPTION
Presentatie door DQNATRANSCRIPT
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Who has control? Client is king!
Pieter Slingerland15 mei 2014
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13 years of expertise 10 offices across the globe 15 languages spoken
Trusted by:
125 online professionals 200 active customers Google alliance
About DQ&A Media Group
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6–
C o r e Q u e s t i o n s
We help with the following questions:1. Are you allocating the correct budgets to the
relevant marketing channels to achieve the
optimal result (ROI=ROAS)?
2. Do you have full transparency of online
mediaspend?
3. Are you leveraging your data to increase your
marketing performance? Really?
4. Is your (online) marketing operation efficient
enough?
5. Are you leveraging and/or protecting your
brand effectively?
6. Are you a passenger or a driver?
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• From measurements to knowledge to predictions
• Combine diverse data sources for better results is challenging
• Finding out the effect of branding values such as awareness and conversion
From data to insights! The Challenge
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The Touch-Tell-Sell method
• Set goals and base your reporting accordingly
• Combining data sources with enhanced tracking by using the floodlight tag
• Conversion attribution modelling based on message (touch), to consumer (tell) and conversion (sell)
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Path to Conversion report Set clear goals for a campaign, what are your main targets?
Base your reporting accordingly for a useful report
What are our main targets? How are we gonna gather that information?
Integration with Touch - Tell - Sell method
Anticipate the customer journey
Inspired by McKinsey Consumer Decision Journey
Non-linear, unpredictable path
Awareness Consideration Evaluation Purchase Advocacy
The Media Mix Offline en Online
Who pays has control?
REDUCEONLINE MEDIA
WASTE
INCREASE INVESTMENT
ON TECHNOLOGY ROI
Costs
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Measure structure
KPN Group
Touch
Tell
Sell
Display
Search
Mobile
Affiliate
Rich Media
Partner
Social
ATL
Sites
Placement
Creative
MOBIEL-SO
MOBIEL-BB
MOBIEL-MobInt
MOBIEL-Alg
Internet - Int
INTERNET-Ain1
Internet - Intltv
Internet - IntBel
Holding Brand Products Campaign Media Mix Channel
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Meten & InsightsOverview van digitale spend
Search Email Display Affiliate
DCM
4 bezoekers, 4 aparte data stromen
1 bezoeker met 4 contactmomenten, een overview
• Conversie ontdubbeling• Efficient media inkopen• Inzicht/learnings delen• Inzicht in alle digitale
touchpoints• Cross channel effecten
ROI ROI ROI ROI
R O A S
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Eenduidig, compleet en inzichtelijk
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Simplify Conversion Tracking in your digital
advertising campaigns while using the
floodlight tag.
Use the floodlight tag to capture, track and
report on conversions:
Determine the effectiveness of digital campaigns
Enhanced tracking
vvvvv vvvvv vvvvv
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UNIFIED REPORTING
Enhanced tracking
vvvvv vvvvv vvvvv
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Meten
Alle data in één platform met de DoubleClick suite • Standaard Display• High Impact Display• Search• Affiliate• Video• Mobiel
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Single tag technology vormt de basis van het systeem
Holistisch overzicht van bezoekers en cross-
channel customer insights
Concrete, ontdubbelde conversies
Eenduidige rapportage en
heldere attributie
Integreren van data; 1st, 2nd en 3rd
Conversion tracking with Floodlight
Video
Display
Mobile
Organic search
Social
Paid search
Reacts to emerging channels
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Meet structuur
KPN Group
Touch
Tell
Sell
Display
Search
Mobile
Affiliate
Rich Media
Partner
Social
ATL
Sites
Placement
Creative
MOBIEL-SO
MOBIEL-BB
MOBIEL-MobInt
MOBIEL-Alg
Internet - Int
INTERNET-Ain1
Internet - Intltv
Internet - IntBel
Holding Brand Products Campaign Media Mix Channel
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The CustomerJourney
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Meten conversie attributie
User Journey
Display Network View
Premium Display View
Affiliate Click
Display View
Search Click Converts
LastClick 100%
FirstClick 100%
FirstTouch 100%
Linear Model 20% 20% 20% 20% 20%
Time Decay + Weights
5% 5% 20% 20% 50%
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Overview
Budget Allocation AnalysisWe use ROAS efficiency ratios (credit % divided by cost %).
These show the degrees of variation from credit matching spend at ratio=1
Consider re-allocating budget underperforming Social Media Site to Display Media
Client:Travix
Case studyDynamic Retargeting
Compare fares for worldwide flights – both scheduled and low cost. Besides the best airfare, the sites offer attractive pricing for hotels, rental cars, city trips, insurances, train- and vacation packages
- 6 labels - 23 country’s- 10 milj unique visistors- 2.5 million passengers
Travix Global deal
The stack? What is the DDM stack?
The consumer visit the website and looks for a product, for
example a travel site
Dynamische Retargeting within the Doubleclick-stack
In this step all variables will be captured for
specific (re)targeting and dynamic creationn.
This variables will be through the floodlight
tag replaced in the cookie and in the system
Dynamische Retargeting within the Doubleclick-stack
The values of this variable will be transfered
to the Studio component off the Doubleclick stack
By building up this dynamic creations we can
use them for dynamic creations
Dynamische Retargeting within the Doubleclick-stack
Based on the earlier build up segments is it
possible to by DBM media impressions.
When there is an impression bought, there
will be an creation asked by the Studio
Component. This creations will be created
based on the U-variables and the feed
Dynamische Retargeting within the Doubleclick-stack
Dynamische Retargeting within the Doubleclick-stack
Dynamische Retargeting binnen de Doubleclick-stack
When the consumer cliks on the banner, he/she will be deeplinked to the site of the advertiser
in the exact same place in the website as when he left the page before. Consumer has a direct
connections with the banner and the site.
The competition in the market?
This solution is fully integrated in the stack
Only using dynamic retargeting will mean that it not directly can competite with Criteo / Social Mantic or that the performance will be better.
Possibility to custiomize feeds / creatives
Control Control...using DBM / DCM / Creatives and full insights on each level.
What did we provide so far?
Creatives example demo
Cheaptickets DE
It works with the following destinations:
BKK, LHR, IST, BCN, ZRH, JFK, KBP, MIA, AMS, ATH, TXL, DPS, DUS, FRA, HAM, KUL, LIS, LAX, MAD, AGP, DME, SVO, MUC, NCE, PMI, CDG, HKT, FCO, SFO, PVG, SIN, LED, ARN, STR, TLV, VIE
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Wat is RTB?
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• Beslis per impressie de waarde, interesse en de prijs
• Het draait om de geschatte waarde van het inkopen van individuele impressies obv beschikbare informatie:
• Retargeting of prospecting• Lokatie van de bezoeker• Tijd van de dag en dag van de week• De website waar de ad ingekocht wordt!• etc
Wat is RTB?
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Automated Media Buying
Standard IAB formats
Leaderboard:
Wide Skyscraper: Skyscraper:
Medium Rectangle:Large Rectangle:
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Automated Media Buying
High Impact and Rich MediaLightbox:
FloorAd
BillboardBillboard met Video
(Sticky) Halfpage Ad
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Automated Media Buying
Instream Video
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Wat betekent dit voor Sanoma
Sanoma is en blijft een van de A Netwerken!Dus er is altijd interesse vanuit adverteerders.
Maar de wereld verandert en telkens meer media inkoop gaat automated.
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Hoe ziet een campagne opzet eruit?
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Targeten
De kracht van RTB inkoop zit hem in het kunnen bepalen van potentiele waarde van individuele impressies. Het is daarbij belangrijk om campagnes zo op te bouwen dat
deze waardevolle impressies herkent en gekocht worden.
Wij hanteren de volgende basis targeting elementen:• Umfelt Targeting (incl. PMP’s)
• Contextual Targeting• Data Targeting (1st & 3rd)
• Retargeting
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Umfelt Targeting
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Contextual Targeting
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Data Targeting
Location: Den Haag, NL
Domein: buienrader.nl
Time: 01:23 CET
Segment: No
Product value: EUR 600,-
Expected conversion probability: 2%
Expected value: EUR 12,-
Location: Amsterdam, NL
Domein: wegener.nl
Time: 17:01 CET
Data Segment: Yes
Product value: EUR 600,-
Expected conversion probability: 78%
Expected value: EUR 468,-
3rd partyData
leverancier
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(Dynamic) Retargeting
Wat gebeurt er en wat gaat er gebeuren?
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Ontwikkelingen in de markt
Huidige ontwikkelingen• Meer waarde erkenning van ingekochte media > Conversie Attributie• Meer formaten via RTB > Rich Media & Video• Meer afstemming tussen ATL & BTL• Verkleining van het online landschap, door:
• Insourcing door de adverteerder• Technologische integratie
Toekomstige ontwikkelingen• Multiple Screen integratie• Meer types media > (Online) Radio & TV
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Looking forward to seeing you again!
DQ&A Media Group
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