Predictive Marketing: Wie sich auktionsbasierte Werbung optimieren lässt

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Predictive Marketing: Wie sich auktionsbasierte Werbung optimieren lässt Niels Jensen | Client Services Director DACH

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Meine Oma…

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und Heute…

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und Heute…

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und Heute…

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und Heute…

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155.520.000.000


Predictive Marketing: Wie sich auktionsbasierte Werbung optimieren lässt!

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Google und dann…

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Tracking

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Sales Funnel

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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11

Data Driven Abvertising


Modeling Drives Bid Decisions

POSITION 1 Bid: $5.00 CTR: 4% CPC: $4.51 Clicks: 150

POSITION 2 Bid: $4.00 CTR: 3% CPC: $3.34 Clicks: 100


Click Forecasting


Revenue Forecasting

IMPRESSIONS CLICKS CONVERSIONS

AD MERCHANT TRANSACT

CASH FLOW

$CPC %CONVERSION $REVENUE

ctr = clicks / impressions cost = clicks * cpc cpa = cost / conversions

rpc = revenue /clicks profit = revenue - cost margin = profit / cost

USER FLOW: AD


EF’s robust predictive modeling enables advertisers to accurately forecast the impact of budget changes on conversions and key performance indexes.

Modeling Provides Accurate Simulations

Lower Budget=$1,750/day Cost/Order=$468.02

CPA

$175.05

$268.93

$351.10

$408.13 $468.02 $511.32

$564.53

$601.18

$651.27

$695.73

$732.94

$760.38

$821.96

$827.33

$907.59

$947.75

$996.20

$1,028.89

$1,053.01

$1,074.10

Current Budget=$3,500/day Cost/Order=$695.73

Higher Budget=$5,250/day Cost/Order=$907.59

My target Cost/Order is $600. What should my budget be and how much revenue can I expect?


Data Driven Advertising & Predictive Modelling

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Data Driven Advertising & Predictive Modelling

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SINGLE CONVERSION

DISPLAY

SEARCH

SOCIAL

CHANNEL

TRACK INTERACTIONS & ATTRIBUTE VALUE …

…

728x90

300x250 468x60

ADVERTISER BUDGET & DATA

PLATFORM

X-CHANNEL MODELS

DATA FEED BACK LOOPS ENABLES BETTER OPTIMIZATION

Clear picture of conversion events and attribution of various media interaction

Predictive Marketing Platform


Wer ist der Feind?

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Saisonalität YoY

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Saisonalität YoY

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Saisonalität

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Saisonalität

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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25

Der Heilige Gral im Online Marketing


Cross Channel Attribution

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Weekly Profit from Efficient Frontier

Weekly Profit from Rules-Based Tool

UNPARALLELED

OPTIMIZATION

SEARCH

SOCIAL … …

DISPLAY 728x90

300x250 468x60

MULTI-CHANNEL

CAPABILITY

PUBLISH

OPTIMIZE

ATTRIBUTE

TRACK

SERVE

BID

MANAGE

SUPERIOR

TECHNOLOGY

Wie findet man den “Heiligen Gral”?

Presenter

Presentation Notes

Multi-Channel Capability Manage, Search, Display & Social via one platform Superior services deliver maximum performance & strategic execution Superior Technology Easy to use campaign management UI Predictive modeling & simulations provide unrivaled forecasting & control Reporting and analytics give full visibility into performance & attribution across multiple channels Unparalleled Optimization Proprietary algorithms automate bidding at massive scale Proven to drive superior ROI vs. rule-based & less sophisticated tools Portfolio Theory optimization assigns budgets & bids across all channels for max. ROI


Predictive Marketing: Wie sich auktionsbasierte Werbung optimieren lässt

Technology

adobe confidential

adobe systems incorporated

revenue clicks

revenue ctr

revenue cost cpa

data driven abvertising

und heute1

lower budget