adobe pitcha kucha: "enough with the attribution excuses! let's shake up your digital...

13
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Enough with the Attribution Excuses! Let’s Shake Up your Digital Landscape Mike Fogarty, Senior Account Manager, Adobe Systems

Upload: digiday

Post on 09-May-2015

422 views

Category:

Technology


3 download

DESCRIPTION

Presenter: Mike Fogarty, senior account manager, Adobe

TRANSCRIPT

Page 1: Adobe Pitcha Kucha: "Enough with the Attribution Excuses! Let's Shake Up Your Digital Landscape"

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Enough with the Attribution Excuses! Let’s Shake Up your Digital LandscapeMike Fogarty, Senior Account Manager, Adobe Systems

Page 2: Adobe Pitcha Kucha: "Enough with the Attribution Excuses! Let's Shake Up Your Digital Landscape"

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Meet and Tweet at Mike! @Mfogz @AdobeDigMktg

2

Page 3: Adobe Pitcha Kucha: "Enough with the Attribution Excuses! Let's Shake Up Your Digital Landscape"

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The Age Old Problem for Marketers…

3

“Marketing is the new finance” – Ann Lewnes, Adobe CMO @ Social Media Week 2012

@Mfogz @AdobeDigMktg

Page 4: Adobe Pitcha Kucha: "Enough with the Attribution Excuses! Let's Shake Up Your Digital Landscape"

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

How We Buy Online

@Mfogz @AdobeDigMktg

Page 5: Adobe Pitcha Kucha: "Enough with the Attribution Excuses! Let's Shake Up Your Digital Landscape"

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Problem with “Last Click”—Path Length Analysis

@Mfogz @AdobeDigMktg

Source: Leading US Classifieds advertiser, 2011

Page 6: Adobe Pitcha Kucha: "Enough with the Attribution Excuses! Let's Shake Up Your Digital Landscape"

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Marketers Challenge Today: Fragmented Eco System

Advertiser Budget $$

Channel Platform Conversion

Display

Search

Social

Ad Server (DART) View Thru

SEM (Marin) Last Click

Ads (TBG) Last Click

Unclear picture what is actually

working and where to allocate budget

DSP (Turn)

Page Mgt (Buddy)

Engagement

@Mfogz @AdobeDigMktg

Page 7: Adobe Pitcha Kucha: "Enough with the Attribution Excuses! Let's Shake Up Your Digital Landscape"

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Repainting the Digital Landscape

7@Mfogz @AdobeDigMktg

Page 8: Adobe Pitcha Kucha: "Enough with the Attribution Excuses! Let's Shake Up Your Digital Landscape"

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Keys to Attribution

Unified TrackingTrack user interaction with all media channels

Attribution and AnalyzeModel how different factors contribute to conversion and relate to one another

OptimizeAllocate media spend based on cross-channel models to maximize performance

@Mfogz @AdobeDigMktg

Page 9: Adobe Pitcha Kucha: "Enough with the Attribution Excuses! Let's Shake Up Your Digital Landscape"

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

CTR x CPC

Landing Page Competition Time of Day Day of Week( )x

Maximum Return Possible

Algorithms

=

# Marketplaces # Campaigns # Keywords # Ad Copy Creative

Marketplace Complexity

Impressions

( )Scale Complexity

Conv. Rate x Rev.

( )x

Business Complexity

# Business Metrics Business constraints Seasonality Promotions

Minimum Bid Quality Score Match Type Geo-Region

Complexity Needs Algorithms

@Mfogz @AdobeDigMktg

Page 10: Adobe Pitcha Kucha: "Enough with the Attribution Excuses! Let's Shake Up Your Digital Landscape"

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Our Solution: Unified Platform

Advertiser Budget & Data

Search

MCAT Platform Track

interactions and attribute

value

Clear picture of

conversion events and attribution of various

media interaction Cross-

Channel Models

Display

Social

ChannelPlatform Conversion

Data feed back loops enables

better optimization

@Mfogz @AdobeDigMktg

Page 11: Adobe Pitcha Kucha: "Enough with the Attribution Excuses! Let's Shake Up Your Digital Landscape"

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Future Adobe Solution: End To End Digital Advertising Platform

Advertiser Budget & Data

Search

Technology acquired from

Efficient Frontier

Attribution

Cross-Channel Models

Display

Social

ChannelPlatform Conversion

Adobe SearchCenter+

Platform

Site

Test&Target

Merchandise

Recommend

Mobile

Video

Search&Promote

Audience Management

>$2B in media

managed

5 Channels Optimize Traffic

Adobe SiteCatalyst

Optimize Conversion

Social Engagement

Insight

@Mfogz @AdobeDigMktg

Page 12: Adobe Pitcha Kucha: "Enough with the Attribution Excuses! Let's Shake Up Your Digital Landscape"

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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

12@Mfogz @AdobeDigMktg

Page 13: Adobe Pitcha Kucha: "Enough with the Attribution Excuses! Let's Shake Up Your Digital Landscape"

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

THANK YOU!