Optimising your rtb infrastructure sammy austin - follow up

Optimising your RTB InfrastructureSammy AustinPerformance Media Manager – RTB MoneySuperMarket.com

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• Background & Performance Media at MSM

• Strategic Challenges

• The Solution

• MoneySuperMarket.com Approach

• Insights & Results

• Key Challenges

• Key Takeaways

• MoneySuperMarket.com Group Display Opportunities

• Q&A

Agenda

3

• One of the UKs largest PCWs

• PLC with £200m+ annual revenue

• Top 5 Google UK finance advertiser

• Paid Search spend of £40m+

MoneySuperMarket.com

4

Performance Media SpecialistsInsurance

Performance Media Manager

Performance Media Associate

• Narrow product focus, wide media remit• PPC backgrounds• Staff development and retention leverage

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• Focus on demand fulfilment and (repeat) acquisition

• Over reliance on search engine marketing

• Final click attribution model

• Disconnect between data and digital marketing

• No ad tech beyond PPC bid management

Strategic Challenges

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The Solution: RTB

RTB spending in the U.S will increase by 73.9% over last year

IDC projects spending in the UK to grow at a compound annual growth rate of 54% through 2016

CONTROL

TRANSPARENCY

INSIGHT

SCALE

TARGETING

HOLISTIC APPROACH

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The Solution: Interoperable RTB Technology

- Behavioural- Demographic (via quotes)- Customer (CRM)- Search

- Cross channel attribution- Media mix optimisation

A+

A+

Demand Sell

A+

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The Solution: Driven by Customer Data

Team of 20+ data scientists:

• Buyer profiles (prospecting/data buys)• Propensity models (cross sell)

1st party

3rd party

Behavioural Demographic CRM Search

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Approach To Testing: Strategy

Retargeting

Cross Sell

Prospecting

Cross Sell

DR

Brand

Motor Insurance, Home Insurance

Home Insurance via Motor propensity modelling

Travel Insurance from TSM behavioural data

Standard conversion drop outCRM Motor Renewals

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Approach to Testing: Attribution

SEO click to site Email click Generic PPC Click

DTS Visit & Click Out

100% conversion value

0% conversion value

0% conversion value

0% conversion value

Provider sale & revenue

Last

Clic

k








Ful

l att

ribu

tion

Brand: awareness, consideration, recall

Direct response: attributed revenue, gross profit, CPA




0% conversion value

0% conversion value

0% conversion value


Last

Clic

k

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Approach To Testing: Media

Private Market Places

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Approach To Testing: Data

First Party

Behavioural

CRM

Propensity modelling

Second Party

Search (Keyword)

Third Party

Audience

Contextual

Viewability

Brand Safety

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Approach to Testing: Formats/Messaging

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Challenges So Far

• Adometry roll out and data consistency

• IT resource and support

• Education

• Multiple providers to test:• PMPs• Data• Brand Safety• Viewability

• Data access• Lack of UK 3rd Party Data• Look-a-like and propensity modelling takes time and resource

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Key Takeaways / Recommendations

Ensure a solid foundation: people, technology, data all equally important

Measure success with the correct KPIs and do not rely on last click attribution

Lean on tech platforms and partners to activate your first party data

Give ownership of the data analysis to the right people

Optimise & test constantly

1.

2.

3.

4.

5.

• Ensure a solid foundation: people, technology, data all equally important

• Measure success with the correct KPIs

• Optimise & test constantly

MoneySuperMarket.com Group Display [email protected]

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• One of the UK’s leading providers of money saving and personal finance services

• Our objective is to help every household make the most of their money• In 2012 we saved British households £1 billion.

• We hold over 14 million individual customer records

• Over 12 million unique visitors every month

• Across MoneySupermarket.com and TravelSupermarket.com we can serve over 45 million impressions each month in a range of formats

• Combined with our ability to target audiences based on their demographic and/or behavioural profile we can offer a powerful media platform

MoneySuperMarket.com Group - PMP

Demographic

ROS Channel

Intenders

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YO

UR

AD

HE

RE

YOUR AD HERE

• Online digital display tool

• Completely managed solution

• Optimal targeting and ad placement

• Impressions delivered to bespoke audiences at scale

Audience +

Q&[email protected]

Optimising your rtb infrastructure sammy austin - follow up

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