Shake Up your Digital Landscape with Attribution
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Presenter: Mike Fogarty, senior account manager, Adobe
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Shake Up your Digital Landscape with Attribution
- 1. Enough with the Attribution Excuses! Letâs Shake Up your Digital Landscape Mike Fogarty, Senior Account Manager, Adobe Systems © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 2. Meet and Tweet at Mike! @Mfogz @AdobeDigMktg © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
- 3. The Age Old Problem for Marketers⊠âMarketing is the new financeâ â Ann Lewnes, Adobe CMO @ Social Media Week 2012 © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 @Mfogz @AdobeDigMktg
- 4. How We Buy Online © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @Mfogz @AdobeDigMktg
- 5. Problem with âLast Clickââ Path Length Analysis Source: Leading US Classifieds advertiser, 2011 © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @Mfogz @AdobeDigMktg
- 6. Marketers Challenge Today: Fragmented Eco System Channel Platform Conversion Ad Server (DART) Display View Thru DSP (Turn) Unclear picture what is actually Advertiser Search Last Click working and SEM (Marin) Budget $$ where to allocate budget Ads (TBG) Last Click Social Page Mgt (Buddy) Engagement © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @Mfogz @AdobeDigMktg
- 7. Repainting the Digital Landscape © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7 @Mfogz @AdobeDigMktg
- 8. Keys to Attribution Unified Tracking Track user interaction with all media channels Attribution and Analyze Model how different factors contribute to conversion and relate to one another Optimize Allocate media spend based on cross-channel models to maximize performance © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @Mfogz @AdobeDigMktg
- 9. Complexity Needs Algorithms Scale Complexity Marketplace Complexity Business Complexity ( )( )( ) Impressions CTR x CPC Conv. Rate x Rev. ï # Marketplaces ï Minimum Bid ï Landing Page ï # Business Metrics ï # Campaigns x ï Quality Score ï Competition x ï Business constraints ï # Keywords ï Match Type ï Time of Day ï Seasonality ï # Ad Copy Creative ï Geo-Region ï Day of Week ï Promotions Algorithms = Maximum Return Possible © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @Mfogz @AdobeDigMktg
- 10. Our Solution: Unified Platform Platform Channel Conversion Search Clear picture MCAT of conversion Track events and Platform Advertiser Display interactions and attribution of Budget & attribute value various media Data interaction Cross- Channel Models Social Data feed back loops enables better optimization © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @Mfogz @AdobeDigMktg
- 11. Future Adobe Solution: End To End Digital Advertising Platform Platform Channel Site Conversion >$2B in 5 Channels Optimize Optimize media Traffic Conversion managed Search Adobe Test&Target SearchCenter+ Platform Display Merchandise Insight Technology Recommend Attribution acquired from Social Efficient Frontier Search&Promote Advertiser Mobile Social Budget & Engagement Data Cross-Channel Video Models Audience Management Adobe SiteCatalyst © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @Mfogz @AdobeDigMktg
- 12. How are YOU going to shake things up? #1 - Broaden and experiment with your digital strategy #2 - Test & Iterate, look at different models and attribution rules #3 - Make a well defined unified marketing and content management plan #4 - Leverage data as your most valuable asset © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12 @Mfogz @AdobeDigMktg
- 13. THANK YOU! © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Hinweis der Redaktion
- Introduction and background (the types of industries you work with, your experience with the everyday attribution challenges for big brands)
- Marketers are being asked to justify their spend across channels. Now they have the opportunity to do so like our friends in financeâŠ
- We as marketers have to keep, but we can control and clarity across channels when we optimize our spend in unified platform
- Questions to the audience ârhetoricalâ Do you have unified tracking across search, display and social ads?What attribution models and rules are you currently using? (first, last, even, first more, last more, custom?)What is your current media mix and how are you modeling?
- âDynamically model all cross-channel interaction effects and apply optimization algorithms to determine the correct media mix.â
- Adobeâs Digital Marketing product and engineering teams are currently working on product integration between SearchCenter+ and technology acquired from Efficient Frontier. Ultimately, our plan is to have a solution which combines the best features and functionally from both products to meet our customersâ needs no matter how they want to manage their search and multi-channel advertising campaigns. However, both SearchCenter+ and the technology platform acquired from Efficient Frontier will be supported for the foreseeable future