4. Global Employees
4
P r o p r i e t a r y & C o n f i d e n t i a l
5. Client Turnover of Global Top 50 Clients in 2011
5
P r o p r i e t a r y & C o n f i d e n t i a l
6. Clients who use multiple IgnitionOne products
6
P r o p r i e t a r y & C o n f i d e n t i a l
7. Global Footprint
Atlanta New York Tokyo London Singapore San Francisco Brussels
Atlanta
7
P r o p r i e t a r y & C o n f i d e n t i a l
8. Core Services for Performance Marketers
8
P r o p r i e t a r y & C o n f i d e n t i a l
9. Core Services for Performance Marketers
Search Social
ONE Tag
ONE Attribution
ONE User Score
Display
9
P r o p r i e t a r y & C o n f i d e n t i a l
11. 11
P r o p r i e t a r y & C o n f i d e n t i a l
12. 12
P r o p r i e t a r y & C o n f i d e n t i a l
13. • Dedicated Advisors
• No limit to training, calls
• No ticketing system
• Standing meetings
• Our job is to make you successful
13
P r o p r i e t a r y & C o n f i d e n t i a l
15. MARKETER AUDIENCE
15
P r o p r i e t a r y & C o n f i d e n t i a l
16. PAID SEARCH DISPLAY ONSITE DATA EMAIL
MANAGEMENT MANAGEMENT
AD NETWORKS:
DSPs: PLATFORMS PLATFORMS
ATTRIBUTION &
ANALYTICS
VIDEO:
DATA
VERTICAL: AGGREGATORS
SOCIAL
MARKETER
AD EXCHANGES:
AUDIENCE
TARGETED
NETWORKS / AMPS: AFFILIATES
MOBILE
DATA SUPPLIERS
TAG
MANAGAMENT
PERFORMANCE:
SSPs:
AD SERVERS:
RICH MEDIA / DYNAMIC CREATIVE:
VERIFICATION:
16 16
P r o p r i e t a r y & C o n f i d e n t i a l
17. M SP SEO PPC CPC CPM CPV CPA SEP DSP SMO ROS QPS TM
C CPC CPM CPV CPA SEP SMO ROS QPS TM RON RTB DMP SSP
PA SEP SMO DSP ROS QPS TM RON RTB DMP SSP SEM SP SEO
OS QPS TM RON RTB DMP SSP SEM SP SEO PPC CPC CPM CPV
B DMP SSP SEM SP SEO PPC MDSP CPC CPM CPV DSP CPA SE
SP SEM SP SEO PPC CPC CPM CPV CPA SEP SMO ROS QPS TM
PPC DSP CPC CPM CPV CPA SEP SMO ROS QPS TM RONRTB
PV CPA SEP SMO ROS QPS TM RON RTB DMP SSP SEM SP SEO
DMS
OS QPS TM RON RTB DMP SSP SEM SP SEO PPC CPC CPM CPV
B DMP SSP SEM SP SEO PPC CPC CPM CPV CPA SEP SMO ROS
P SEO PPC CPC CPM CPV CPA SEP SMO ROS QPS TM RON RTB
PM CPV CPA SEP SMO DSP ROS QPS TM RON RTB DMP SSP SE
P SMO ROS DSP QPS TM RON RTB DMP SSP SEM SP SEO PPC
PS TM RON RTB DMP SSP SEM SP SEO PPC MDSP CPC CPM DS
N RTB DMP SSP SEM SP SEO PPC CPC DSP CPM CPV CPA SEP
SP SEM SP SEO PPC CPC CPM CPV CPA SEP SMO ROS QPS TM
C CPC CPM CPV CPA SEP SMO ROS QPS TM RON RTB DMP SSP
PV CPA DSP SEP SMO ROS QPS TM RON RTB DMP SSP SEM SP
O ROS QPS TM RON RTB DMP SSP SEM SP SEO PPC DSP CPC
P r o p r i e t a r y &
17
C o n f i d e n t i a l
18. 18
P r o p r i e t a r y & C o n f i d e n t i a l
19. DMS
MARKETER AUDIENCE
19
P r o p r i e t a r y & C o n f i d e n t i a l
21. • Objective
• Maintain a constant CPA whilst driving incremental volume
• Challenge
• Budget fluctuations
• Volatile competitive market place
• Varying target CPAs
• Limited internal resource
21
P r o p r i e t a r y & C o n f i d e n t i a l
22. • Step 1: Collect data and identify correct attribution model
• Step 2: Determine best practice setup
• Step 3: Initiate automated forecasting and bidding fully tied to
attribution data
22
P r o p r i e t a r y & C o n f i d e n t i a l
23. Results from reallocation of budget based on
custom attribution setup and automated portfolio
• 90% increase in budget
• 12% decrease in aggregate CPA
• Achieved across 90 days
23
P r o p r i e t a r y & C o n f i d e n t i a l
24. • Keyword ‘contract phones’
accounted for 33% of total
spend in largest (by spend)
portfolio
• Portfolio allowed for greater
number bid changes in
volatile market
• Upon implementation of
daily automation keyword
bid history on ‘contract
phones’ showed fluctuations
in CPC of 500%
24
P r o p r i e t a r y & C o n f i d e n t i a l
26. Resort Chain Lowers Costs,
Increases Revenue 43% with IgnitionOne
Challenge Solution
• Digital’s impact 1 Perform Attribution analysis
growing, increasingly
important revenue source 2 Recommend Media Mix
Model
• No centralized tracking
• Spend and ROI not fully 3 Optimize Search & Display
optimized with IgnitionOne DMS
Results
43% 28% 54% 14%
Revenue Bookings ROI CPCs
26
P r o p r i e t a r y & C o n f i d e n t i a l
Leading technology platform for managing digital media.5 offices with local support for complete global coverage.Stats
All that marketers and advertisers want is to target their optimal audience, convert them and leverage data to do it more efficiently next time. Your future customers are out there and are clicks away from converting. But it’s not that simple.
In order to achieve this goal, marketers have to find their way through a complex maze of disparate offerings from dozens of companies, each with their own way of handling, reporting and managing data. And this slide only shows a fraction of the companies in the space. It’s amazing that anyone can navigate through this, no less produce optimal results.So, how did we get here?
We know that advertising industry does not need another acronym – but we want to suggest that this new one is the last acronym we hope marketers will needDMS
Solution: The DMS is a marketing imperativeHow do we propose to streamline the current technology? Marketers need a singular hub for reaching their audiences through online advertising. This hub is the Digital Marketing Suite. The DMS delivers 3 things for marketers:SIMPLIFIES CROSS-CHANNEL MANAGEMENTSimplifies and efficiencies of managing digital advertising across channels – one dashboard from which you can manage, track and optimize all digital media, operating off of one tag, one dashboard, and one interface for data.REVEALS ACTIONABLE INSIGHTS THROUGH INTEGRATIONDrives insights that can be used to improve marketing decisions – By centralizing campaign management and audience measurement across channels, the DMS can deliver insights that reveal how audiences are responding to different messages across channels, and automate those insights to improve cross-channel performance. This data should automatically feed into media optimization, so the platform can determine in real-time what message to deliver, in what channel and how much to pay for it. These insights can also help marketers make more informed decisions about budget allocation and marketing messaging. An example of this could be cross-channel attribution data – better understand the interplay between all of your media and how they can be optimized to deliver results rather than a narrow focus of last-click.IMPROVES PEFORMANCEDelivers better results from a marketer’s campaigns – The ultimate goal of a DMS is to drive better performance, and to do it more efficiently over time. It can do this by revealing where marketers are duplicating their ad spend, by predicting how something is likely to perform based on past history, and by offering unique insights based on integrated data. Insights and analytics platforms that are removed from optimization and performance-improvement capabilities aren’t sustainable as independent technologies – they will leave marketers stuck with spreadsheets. And efficiency is only a worthwhile endeavor if it drives better advertising performance, freeing up marketers and agencies to focus on more valuable, strategic initiatives.
Here’s what I think you’ll start to see in the next two years This vision is something that a number of companies in the space are working towards, some even calling themselves a Digital Marketing Suite. And while it’s an evolving idea, it’s something that exists today. Shameless plug here as we had the first named DMS at IgnitionOne (www.digitalmarketingsuite.com or iOne.com), and there are others like start ups DataXu and or behemoth Adobe who have their own take on where this is headed.
Here is an example of how we have help clientsChallenge: Digital an increasingly important revenue source - 70% of the resort’s bookings were made online up from 15% just 3 years earlierNo centralized online tracking to get an accurate depiction of each channel’s impact on conversionsSense that ROI was not fully optimized – Lack of insights led the brand to believe they were spending too much in the wrong areasSolution: Perform attribution analysis to understand the consumer journey across all channelsRecommend appropriate media mix model based on attribution learnings Utilize IgnitionOne technology to implement media recommendations, optimize ad spendResults:43% increase in revenue28% increase in bookings54% increase in ROI-14% decline in CPCs