the future of marketing · search buy •no dominator, so diversify upstream •measure...
TRANSCRIPT
Stephen Kraus, Ph.D.Head of Digital InsightsJumpshot Inc.
The Future of MarketingHow Better Data Will Reinvent Marketing
© 2019 Jumpshot, Inc. 2
“The Principle of the Drunkard’s Search”See Also: The Streetlight Effect ~ Observational Bias ~ Vanity Metrics
© 2019 Jumpshot, Inc. 3
Beware the Siren Songs of Views & Impressions
“I went to the bank the other day and tried to deposit some views, but they
told me they only take revenue.” Oren Katzeff, the head of Conde Nast Entertainment
“Viewability standards” and “bot traffic”: Views only seemed easy to define and measure
© 2019 Jumpshot, Inc. 4
The Siren Song Of Easy Measurement Isn’t New
ü Demographics
ü Self-reports
ü Purchase Intent
ü Voter intent (popular vote)
© 2019 Jumpshot, Inc. 5
Availability & More Block Data-Driven Decision-Making
84%lack insights into
behavior on eCommerce sites*
* Jumpshot survey of B2B decision-makers
“Drowning in data, but
starving for insights”
Different metrics, different systems
Data not distributed throughout
organizations
Too often, data are not…
AccessibleAvailable Integrated Interpreted
© 2019 Jumpshot, Inc. 6© 2019 Jumpshot, Inc.
You only have visibility into a portion of this journey…
• Referral traffic to your site
• Conversions on your site
Where else your customers are buying
How your competition is doing
What marketing tactics are working for your competition
But you have zero insight into:
On Your Site Across the Web
6
© 2019 Jumpshot, Inc. 7
What if you could see…ü Key digital behaviors
ü Tens of millions of devices
ü Anonymized & aggregated
© 2019 Jumpshot, Inc. 8
You Could Understand Consumers Based on Behavior
• What marketers want to know exceeds what consumers…• Will tell us (sensitive topics)• Can tell us (tech use, expenditures,
path-to-purchase)
• Digital behavior (and search) reveal attitudes, aspirations, anxieties
© 2019 Jumpshot, Inc. 9
Deepen Connections with Behavioral Insights
Over-index on…Viewers of…
© 2019 Jumpshot, Inc. 10
Case Study: A Behavioral Profile of Baby Dove Buyers
© 2019 Jumpshot, Inc. 11
What would you see with full digital visibility?
ü Behavior
ü Behind walled gardens
© 2019 Jumpshot, Inc. 12
What Happens on Google? A Lot of Branded Search
Top 10 Search Terms on Google in Past 90 Days (US). Source: Google
© 2019 Jumpshot, Inc. 13
Consumers Seek Personal Recommendations
Local: near me, wait times
Personal: for me, should I, can I, can I buy
Immediate: open now, same day shipping, today, tonight
Conversational: natural language, asking questions
Searches for “Near Me” (past 5 years)
Source: Jumpshot analysis of Google data
© 2019 Jumpshot, Inc. 14
Most Mobile Searches Don’t Result in a Click
0%
10%
20%
30%
40%
50%
60%
70%
Jan-16 Mar-16 May-16 Jul-16 Sep-16 Nov-16 Jan-17 Mar-17 May-17 Jul-17 Sep-17 Nov-17 Jan-18 Mar-18 May-18 Jul-18 Sep-18 Nov-18 Jan-19 Mar-19
SERP Activity (on Android)
Zero click
Organic click
Paid click
© 2019 Jumpshot, Inc. 15
Search Engine Results Pages (SERPs) Are BusierSERPs features (Moz)↑ Knowledge Panels↑ Featured Snippets↑ People Also Ask↑ Shopping↑ Local↑ Video
Consumer SERP behavior↑ No clicks↑ Clicks on paid links↓ Clicks on organic links
15 | Jumpshot
© 2019 Jumpshot, Inc. 16
Somehow, These SERPs Seemed Very Familiar…
16 | Jumpshot
© 2019 Jumpshot, Inc. 17
Behind Walled Gardens: Amazon’s Distinctive Search
54% of product-
related search happens on
Amazon
90% of Amazon
product views start with
search
11% of Amazon
product views are sponsored
Top Terms on Amazon: laptop, Nintendo switch, Fire Stick, wireless earbuds, headphones
© 2019 Jumpshot, Inc. 18
Behind Walled Gardens: Inside Netflix’s Vulnerability
56.5
35.2
17.1
11.8
9.4
8.7
7.0
5.3
5.2
3.1
The Office (U.S.)
Friends
Brooklyn Nine-Nine
Bob's Burgers
Family Guy
The Handmaid's Tale
South Park
Law & Order: SVU
American Dad!
Seinfeld
Views of Selected Titles (Jan-Aug 2019)
Netflix
Hulu
0%
20%
40%
60%
80%
12/31/18 1/30/19 3/1/19 3/31/19 4/30/19 5/30/19
Share of Streaming Views
Netflix
Hulu
Amazon PrimeHBOgo
Desktop views shown
© 2019 Jumpshot, Inc. 19
What would you see with full digital visibility?
ü Behavior
ü Behind walled gardens
ü Paths to purchase
© 2019 Jumpshot, Inc. 20
Using Path-To-Purchase To Quantify Influencer ROI
80MM product views on Amazon from Top
1,000 YouTube influencers in 2018
2.7% Average
conversion rate (vs. 0.5% from YouTube ads)
75% of purchases did not come
via the influencer’s link
© 2019 Jumpshot, Inc. 21
Publishers Are Using eCommerce-Based Optimization
ExposureConsumers
exposed to a digital ad
MeasurementDownstream purchases
across sites
OptimizationFine-tune advertising/
content fit
A major e-commrce site increased purchasees372% towards beauty, business, careers and technology categories
© 2019 Jumpshot, Inc. 22
Nike Benefits from Branded & Marketplace Channels
Nike.com45%
Marketplaces55%
• Ave price: $114• 18% of visitors
also visit Amazon• Circuitous
customer journey
Share of digital sales for
Nike men’s athletic shoes
• Ave price: $82• 15% of visitors also
visit Nike.com• Simple path to
purchase
Channel optimization dynamics similar in travel
© 2019 Jumpshot, Inc. 23
Summing Up…
© 2019 Jumpshot, Inc. 24
Shop
Some Tactical Suggestions: Thriving Among Giants
DiscoverSearch
Buy
• No dominator, so diversify upstream
• Measure comprehensively downstream
• Branding is the key to being found
• Leverage “barnacle” & “on-SERP” SEO
• Mine search for intent, funnel position, unmet needs
• Choose: utilitarian or branded
• Innovate in brand/retailer partnerships
© 2019 Jumpshot, Inc. 25
Toward a Transaction-Based Ecosystem
ü Measurement defines our methods
ü The drunkard’s search has kept digital from fulfilling its promise
ü Data of full depth & breadth enable a transaction-based ecosystem
© 2019 Jumpshot, Inc. 26
Every search. Every click. Every buy. On every site.
Jumpshot delivers digital intelligence from within the Internet's most valuable walled gardens.
Our clients include:
Questions?
Stephen Kraus, Ph.D.Head of Digital Insights
Jumpshot Inc.