BrightEdge Share15 - DM102: Email & Marketing Automation - Rodrigo Fuentes

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Understanding Display and Marketing Automation

Accurately Measuring Your Display Advertising

Post-View Conversion Report #FTW

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Rodrigo Fuentes

Founder & CEO

Engineer IP Lawyer Entrepreneur

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“Half the money I spend

on advertising is wasted;

the trouble is

I don't know which half.”

John Wanamaker

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Have we solved this problem?

First-Click

Last-Click

Multi-Click

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“Clickers

aren’t

buyers,

and buyers

aren’t

clickers.”

Display Ad Clickers Are Not Your Customers, Konrad Feldman, Quantcast Whitepaper 2012

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What about

long, considered

purchase cycles?

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Post-View Conversion Report #FTW

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Measuring impact of display advertising

even where prospects do not click on ads.

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28%

Conv.

Rate

18%

Conv.

Rate51% Lift in Conversion Rate

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DIY Project

Break Out the Spreadsheets

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Add unique_id

to your forms

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Export data,

including

unique_id

and

impressions

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Export CRM data,

including

lead status

and other fields

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Unify ad and CRM data with VLOOKUP formula

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Map CRM statuses to

funnel stages

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Calculate conv. rates and percent change

Practical Takeaways

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• The impact of display advertising goes beyond clicks

• Measure that impact using post-view conversion reports

• You can do this with simple analytics and spreadsheets

• Enlist support from your development team

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Bonus

Repeat this analysis to calculate impact on sales velocity