Понимание ценности всех этапов на пути к покупке Сандра Камачо (Sandra Camacho)

1. Valuing the Full Customer Journey
April 17, 2014

2. Sandra Camacho
Attribution Regional Product Expert, SEEMEA
google.com/+SandraCamacho
@sandramcamacho

3. TODAY’S CUSTOMERS LIVE INA
BOUNDLESS, MULTISCREEN WORLD

4. MOST MARKETERS STILL OPERATE IN
ASILOED WORLD
SEO
PAID
SEARCH
SOCIAL
MEDIADISPLAY

5. convert
last
click
????
????
MOST MARKETERS STILL OPERATE IN
ALAST CLICK WORLD

6. IN COMESATTRIBUTION TO SAVE
THE DAY!
…ACTUALLY, WE’RE NOT QUITE
THERE YET.

7. BREAKING DOWN SILOS
PIECE TOGETHER THE FULL JOURNEY WITH WEB ANALYTICS

8. Desktop
Search
Store
Visit
Conversion
ONLINE-TO-OFFLINE
Mobile
Search
Conversion
Desktop
Search
CROSS-DEVICE
Conversion
Generic
Search
Brand
Search
INTRA-CHANNEL
DIFFERENT VIEWPOINTS
MULTI-CHANNEL
Display Search Conversion
FOCUS ON INCREMENTAL CUSTOMER INSIGHTS

9. OPTIMALMEDIAMIX
Find out what drives business value,
attribute credit accordingly, and test
hypotheses to maximize overall ROI
MODEL AND EXPERIMENT

10. WHAT MARKETERS
CAN DO TODAY

11. USE TECHNOLOGY TO
MEASURE
EVERYTHING

12. BEYOND CLICKSAND DIGITAL
MEASURE INTENT, ENGAGEMENT, AND INTEREST – ONLINE & OFFLINE

13. ASSIGN CREDIT TO
VALUABLE
TOUCHPOINTS
ACROSS FUNNEL

14. $1
Credit
$1
Credit
$0
Credit
$0
100%
MOVINGAWAY
FROM THE LAST CLICK

15. 90 Days of
History
MOVING TOWARDS
VALUING THE FULL JOURNEY
ConvertClickClickImpression

16. LINEAR MODEL
33% 33%33%
MOVING TOWARDS
VALUING THE FULL JOURNEY
$1
Credit
$0.30
Credit
$0.30
Credit
$0.30

17. 20%
10%
$1
Credit
$0.60
Credit
$0.20
Credit
$0.10
60%
MOVING TOWARDS
VALUING THE FULL JOURNEY
TIME DECAY MODEL

18. 20%
40%
$1
Credit
$0.40
Credit
$0.20
Credit
$0.40
40%
MOVING TOWARDS
VALUING THE FULL JOURNEY
POSITION MODEL

19. B%
A%
$1
Credit
$X
Credit
$X
Credit
$X
C%
MOVING TOWARDS
VALUING THE FULL JOURNEY
CUSTOM MODEL

20. RELY ON DATA
TO FACILITATE
DECISION
MAKING

21. DATADRIVENATTRIBUTION
LEARNS FROM YOUR DATA
Search Email
Likelihood of
Purchase
Display
3%
Search Email
Likelihood of
Purchase
2%
Increased likelihood of purchase
by 50%

22. DATADRIVENATTRIBUTION
ALGORITHM POWERED RECOMMENDATIONS
Display EmailSearch
$100
$30
$20
$50

23. VALIDATE HYPOTHESES
THROUGH
EXPERIMENTS

24. BOOST EXPOSURE OF CAMPAIGNS & KEYWORDS
SUPPORTING CUSTOMER ACQUISITION
OPTIMIZE BIDDING TO REWARD MEANINGFUL
TOUCHPOINTS ACROSS CUSTOMER JOURNEY
HELP MOVE UNDECIDED CUSTOMERS TO
ACTION OR AVOID UNPROFITABLE ONES

25. DON’T LOSE
SIGHT OF THE
CUSTOMER

26. WHO ARE YOUR CUSTOMERS?
HOW MANY DO YOU HAVE?
HOW OFTEN DO THEY BUY?
HOW MUCH DO THEY SPEND? COST?
HOW MANY ARE NEW VS. RETURNING?
DO THEY BUY ACROSS CATEGORIES?
WHAT IS THEIR REPEAT BUYING RATE?
HOW HAVE THESE CHANGED OVER TIME?

27. GOAFTER VALUABLE CUSTOMERS
NEW CUSTOMER ACQUISITION & LOYALTY

28. USE INCREMENTAL INSIGHTS TO
UNDERSTAND THE JOURNEY
ITERATE ON OPPORTUNITIES
FOCUS ON THE CUSTOMER

29. Thank you.
google.com/+SandraCamacho
@sandramcamacho