Marc Hoeft — turning-your_marketing_data_into_revenue_through_technology

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