marc hoeft — turning-your_marketing_data_into_revenue_through_technology
TRANSCRIPT
Turning Your Data Into Revenue Through Technology
Marc Hoeft Commercial Director Germany
Having the data...
... and acting on the data!
4 Areas of Actionable Data
to Increase Marketing Profitability
Creating the 360 Degree View of Your Data
Optimizing Across the Portfolio of Performance Ads
Looking at Search & Social Separately Doesn’t Tell the Full Story
▪ Social is More Likely to “Assist” Sales Made in Other Channels ▪ For every Social click resulting in a purchase, there are two clicks assisting
another converting channel
Source: Google http://www.thinkwithgoogle.com/tools/customer-‐journey-‐to-‐online-‐purchase.html
✓ Search-‐> Social: Build Custom Audiences based off Search visits to your website ✓ “Retarget” the same users on FB with nurturing campaigns to bring them back
✓ Social -‐> Search: Build Google Remarketing lists based off Social visits ✓ Use RLSA to boost Search bids based on visits from high LTV FB audiences
Case: Search & Social Customer Journey
Real-‐life example, following a “buy at&t bundle” Google Search
Focus on the Customer, Not the Channel
Target Customer Customer Intention
Use the Strengths of Each Channel to Reach the Right Customer at the Right Time
?? “buy black running shoes”
Social Advertising
• Audience targeting capabilities
• Reach a specific audience based on demo, behavior, or customer characteristics
• Use to Push advertising message to customers
Search Advertising
• Intention targeting capabilities
• Reach customers based on their buying intentions at a specific moment in time
• Use to Pull customers into your advertising message
Female, age 25-‐35 who has purchased shoes in the past
✓ Search Revenue per Click is Higher When Managed with Social ✓ + 36% higher than Search campaigns managed independently
✓ Search Revenue per Conversion is Higher When Managed with Social ✓ + 68% higher than Search campaigns managed independently
Is Search + Social Campaign Integration Worth It?
* Source: Marin Software’s Combining the Power of Search and Social for Exponential ROI report
Break Down your Channel Silos
SEARCH
SOCIAL
DISPLAY
Measure and Optimize Against the True Value of Revenue
Reporting & AnalyticsOptimization Campaign
Management
Offline
LTV
Returns
Revenue
21
The REAL Value of your Online Contacts
• Tie online clicks and conversions to unique transaction or customer IDs • Associate lifetime value activities back to keywords, creatives, etc. • Track, report and optimize on inbound phone calls • Attribute offline conversions to digital ad spend using PII (email, address, etc.)
Case: Phone Call Tracking
• Challenges o B2B company with strong sales through call
center o Struggled to track the source of inbound calls to
specific advertising efforts !• Solution
o Integrated call-‐tracking solution Mongoose Metrics, with Marin to provide a holistic view of their paid search program
o Utilizes automated bidding to align bidding strategy with campaign-‐level CPA goals !
• Results o Increased lead volume by 90% o Decreased CPA by 43%
Contextual Data to Predict Performance
Actionable Context Data for Better Decisions
• Data used for automated Bidding...
o Inventory (Out off Stock, Promotions etc.) o Competitor Data (Price, Free delivery etc.) o Weather (home delivery) o Currency Exchange Rates o TV Ad Spend (games company)
94303 LTV $1037
Finding the Most Valuable Customers
94303 LTV $1037
Finding the Most Valuable Customers
94303 LTV $1037
Finding the Most Valuable Customers
94025 LTV $963
94303 LTV $1037
Finding the Most Valuable Customers
94025 LTV $963
94303 LTV $1037
94303 LTV $1037
Finding the Most Valuable Customers
94025 LTV $963
94301 LTV $1033
94303 LTV $1037
Segment Demographics
Segment Demographics
AGE LTV
25-‐35 -‐12%
35-‐45 +2%
45-‐55 +10%
55-‐65 -‐6%
65+ +7%
Segment Demographics
AGE LTV
25-‐35 -‐12%
35-‐45 +2%
45-‐55 +10%
55-‐65 -‐6%
65+ +7%
AGE LTV
25-‐35 -‐8%
35-‐45 +3%
45-‐55 -‐5%
55-‐65 -‐1%
65+ +8%
Incorporating Audience Data
Reporting & AnalyticsOptimization Campaign
Management
GenderAge
Income
Audience
21
Connect Intention with Audience Data
Fuel Search Remarketing
• Utilize your search data as your custom intent data asset • Remessage smart with customized messaging • Streamline cross-channel messages for prospects (Social, Display, Site
Optimization)
“Luxury Travel”
Search Keyword Remarketing Message
“Cheap Travel” “20% Off!”
“Award Winning Spa”
Adjust Bids Based on Audience Data
• 12% uplift in generic query CTRs for Motor Insurance vs. standard campaigns
• 7% reduction in CPCs across Motor Insurance vs. standard campaigns
• 14% uplift in margin across the Insurance vertical equating to approximately £800K additional gross profit over a 12 month period
New Customer Existing Customer
Adjust Messaging based on Audience Data
Non-‐member Member
Summary
Marketing Big Data is a Big Challenge.
It is difficult without the right strategy and tools.
When doing it right, You will find Great Results
Thank You!!e: [email protected] t: @marchoeft