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Jun 15, 2015
@seguti
PROPRIETARY & CONFIDENTIAL 3
PROPRIETARY & CONFIDENTIAL
HOW DO I QUANTITATIVELY DRIVE CLARITY ACROSS THE ENTIRE CUSTOMER JOURNEY?
@seguti
PROPRIETARY & CONFIDENTIAL
“I must get smarter with my marketing”.
“I must be agile”.
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-Marketing tactics that are regarded as
“top of the funnel”,
such as
display advertising,
are undervalued in their contribution to overall eCommerce sales-.
Source: Forrester Research
PROPRIETARY & CONFIDENTIAL
DA
Y 8
Site Visit
DA
Y 1
© 2013 GSI Commerce Inc. | Confidential and Proprietary 7
CHALLENGE 1: SILOED MARKETING MEASUREMENT BASED ON THE LAST CLICK
SOLUTION: IDENTIFY ROI FOR CHANNELS HER CUSTOMERS WHERE INTERACTING WITH HER BRAND.
£200
Search
Display
Affiliate
Social
Paid Search 100%
PROPRIETARY & CONFIDENTIAL
ROI Measurement
Revenue from Product Sale
Keyword CPC £1.00
Conversion Rate 4%
ROAS 800%
£200
DA
Y 8
£200
Paid Search 100%
CHALLENGE 1: SILOED MARKETING MEASUREMENT BASED ON THE LAST CLICK
-Paid search matters most for
new customers.
Email matters most for
repeat customers.-
Source: Forrester Research
PROPRIETARY & CONFIDENTIAL
OPTIMISING MARKETING SPEND IN AN OMNI-CHANNEL WORLD
10
Attribution:
Measurement of the value of each digital marketing contact that contributed to an outcome.
-It is critical that eBusiness professionals
consider the full path to a completed transaction-.
Source: Forrester Research
PROPRIETARY & CONFIDENTIAL
DA
Y 8
Site Visit
DA
Y 1
© 2013 GSI Commerce Inc. | Confidential and Proprietary 12
INTRODUCER INFLUENCER CLOSER
£200
Search Display Affiliate SocialPaid
Search 100%
CHALLENGE 2: MANAGING MARKETING SPEND ACROSS A DIVERSE RANGE OF MARKETING TOUCH POINTS.
SOLUTION: VALUING MARKETING TOUCHPOINTS THROUGHOUT THE CUSTOMER JOURNEY
PROPRIETARY & CONFIDENTIAL
DA
Y 14
© 2013 GSI Commerce Inc. | Confidential and Proprietary 13
MEASURED IN SILO
PROPRIETARY & CONFIDENTIAL
DA
Y 8
Site Visit
DA
Y 1
© 2013 GSI Commerce Inc. | Confidential and Proprietary 14
INTRODUCER INFLUENCER CLOSER
£44
Paid Search 22%
Organic Search 13%
Affiliate 40%
Display 17%
Social 8%
CHALLENGE 3: PLAN MARKETING SPEND, EXECUTE AND TRACK THE INVESTMENT IMPACT ON CONSUMERS INTERACTION WITH THEIR BRAND.
SOLUTION: ADVANCED ATTRIBUTION
Source: Forrester Research Source: Forrester Research
£26 £34 £80 £16
THE APPROACH TO MARKETING ANALYTICS & ATTRIBUTION
PROPRIETARY & CONFIDENTIAL
Paid Search
CSE
Affiliate
Cancellations, Costs, POS, Order # etc
Organic Search
SocialMobile
1st Party Cookie
Display
SINGLE SOURCE OF TRUTH
PROPRIETARY & CONFIDENTIAL
100%0%0% 0% £
25%25%25% 25% £
35%40% 5% £20%
Organic Search
EmailDisplay Paid Search
DIFFERENT MODELS FOR VALUATION
OPTIMIZATION & PLANNING
PREDICT INVESTMENT SCENARIO PLANNER
PROPRIETARY & CONFIDENTIAL 19
CHOSE SCENARIO TYPE BASED ON YOUR GOALS
I have $1MM to spend. How to maximize my return?
I need to get $10MM in revenue. How much channel spend?
I need to get 10,000 conversations, conversions, opens, clicks.
PROPRIETARY & CONFIDENTIAL 20
SCENARIO PLANNER: RESULTS
• Forecasted + Actual data sets available• Day, Channel, Source, Campaign, Site, Placement• Spend, Impressions, Orders, Revenue, Gross Profit (+ calculated metrics)• Analyze via configurable dashboards + ad hoc reporting capabilities
• Configure results based on appropriate metrics (spend, revenue, profit, orders, ROAS)
• Forecast at summary, channel + sub channel
• Create multiple “what if’s” to determine best go forward plan
© 2013 GSI Commerce Inc. | Confidential and Proprietary 22
CHALLENGE:
1. Optimizing Digital Marketing Spend
2. Justifying Budget
3. Decreasing time & effort.
© 2013 GSI Commerce Inc. | Confidential and Proprietary 23
SOLUTION:Create A Single View & Boosting Marketing Agility
© 2013 GSI Commerce Inc. | Confidential and Proprietary 24
• Revenue per order increased by 66%• Increased conversion rate by 50%• Increased return on ad spend by 20%.• Annual digital spend budget £32MM to £47M
RESULTS:
PROPRIETARY & CONFIDENTIAL
ADVANCED TECHNIQUES FOR USER ACQUISITION
eCommerce Product Marketing Sebastian Gutierrez
EMEA Marketing Solutions
eBay [email protected]
@seguti
PROPRIETARY & CONFIDENTIAL PRESENTATION TITLE, VERSION NAME 27
THE ACCURATE AND TIMELY UNDERSTANDING OF THE
VALUE AND ROLE OF EACH CHANNEL
IN THE MARKETING MIX HAS BECOME
MISSION-CRITICAL FOR MARKETERS.