Advertising Insights through Segmented Analytics - Adobe Summit 2017

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

ADVERTISING ANALYTICSSegmented Insights in Adobe Analytics & Advertising Cloud

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

David TzauChris HaleuaSr. Product Marketing

ManagerSr. Demand Gen Manager

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3

STRUGGLING

• Manual Repetition

• Scattered Data

• Limited Accountability

• Slow Growth


SUCCESSFUL

• Balanced Automation

• Single Source of Truth

• Detailed Audienices

• Reliable Forecasting


TAKEAWAYS

• Unite Hybrids

• Simplify Segmentation

• Scale Personalization

• Measure Impact




Berlin Airlift


Stability at a High Price


Amazing Escapes


Working for Reconnection


Even the Guards Danced


CHALLENGE

61%Better integrationof our existing tools

59%Improved data sharing across teams & solutions

Winterberry Group Marketing Data Technology, January 2015


SOCIAL

TESTING SEARCH

WEBSITE

ANALYTICS

VIDEO

MOBILE

DIRECT MAIL

EMAIL

CALL CENTERPOS

DIGITAL MARKETING

TEAM SILOS


Overcome Fear Avoid Confusion

BEFORE

Resist Complacency

DURING AFTER


What does basic really mean?

BEFORE




Pathing & Fallout


Averages & Totals


Averages Lie. Segment or Die.

BEFORE


Targeting

Analysis

Testing

BiddingCoverage

Structure

Life

IDEAL COMMON

Meetings

Training

Email

Bugs

Planning

Calls




ONE TRACKING CODE

adobe.com/analytics.html

?cid

&s_kwcid


Moment of Truth



Drag & Drop


Segment Types

Loyalty

Acquisition

Engagement

Outcomes


Customer loyalty by Marketing Channel

30


Using visit numbers to create new/returning visit %

new visits segment

return visits segment

new visits % metric

return visits % metric


Using visit numbers to create new/returning visit % (cont.)

32


Segment Comparison Panel


Segment Overlap


Segment Sharing & Targeting


In An Automated WorldOnly the Hybrids Thrive

DURING


Humans & Machines Both Have a Role to Play






Advertising Insights


Day of Week

Spend Distributions at weekly spend of 17500

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Flat 2500 2500 2500 2500 2500 2500 2500

Current 2500 2500 2500 2500 2500 2500 2500

Optimal 2564 2408 2564 2720 3032 2096 2252

Uplift from current to

optimal allocation+ 2.4%


Geo Segmentation

44


Budget Caps

Spend Multiple: Predicted campaign spend variance allowed to give head room for cost

Multiple 1.5Status too low


Audit Summary

2 of 30number of days with atleast one bid change

6.8%impressions forfeited due to

inadequate campaign budgets

2%of bids were changed in

increments of 5%

65%of all keywords havethe same Five bids

99%of all adgroups have the same

mobile bid adjustment

35%of total investment is

flowing through mobile


The Quality of Our Questions Determines the Quality

of Our Experience

AFTER


Optimization requires focus

What do I feel like today?XXXXXXX








Team Evolution

Single Source of TRUTH

United GOALS

Focused QUESTIONS

ConsistentACTIONS


1 2 3 4 5

Focused Questions

What channelassists Search most often?

Which low ranking pages

need attention?

Which segments should drive

personalization ?

Which creatives are causing ad

fatigue?

Which internal searches need

relevant results?


1. Which Channel Assists Search Most Often?

ttps://www.youtube.com/watch?v=M3EOdONa-3E&feature=youtu.beFreeform Workspaces video: http://goo.gl/avRQLh

https://www.youtube.com/watch?v=M3EOdONa-3E&feature=youtu.be


1. Which Channel Assists Search Most Often?

Last Touch Channel

First Touch Channel

Product Description


2. Which Low Ranking Pages Need Attention?

Include keywords in relevant paid search campaign

Create new content for respective pages

Potential inter-link and back-link opportunities

Page Position Keyword InPaid Search?

/products/prod1 8 Keyword1 Y

/products/prod2 15 Keyword2 N

/products/prod3 30 Keyword3 N

/products/prod_n 20 keyword4 Y



Google Search Console limited in scaling across hundreds of target URLs

PositionQueries

Filtering by individual pages not scalable



Leverage the Google Console API to scale across brand or category URLs

Page URLs

/products/prod1

/products/prod2

/products/prod3

/products/prod_n

Page URL Keyword(s) Position

/products/prod1 Keyword1 1

Keyword2 5

Keyword3 9

/products/prod2 Keyword4 11

Keyword5 17

Google Search Console API

Text file input Output

*Google Search Console script available on github.com/davidtzau



Page 2 Opportunities

Product Detail Pages

New paid searchkeyword opportunities

• Recycling / disposal• How to replace battery

video• cross model

merchandising and linking

New content opportunities


Merge Site Data & Google Search Console


3. Which segments should drive personalization?

ListenCreate audienceand apply to Ad

Groups

ExtractCreate AdWords

Report for target

audiences

AnalyzeWhere is the

audience searching

Act• Record Baseline• Automate Modifiers• Personalize Ads


Download Impressions for Target Audiences


What campaigns are audiences most active in?Day

Campaigns

Audience: K-12 Education Customers

Where the Search action is!!!Focus time and money on these campaigns

Search, eMail, display, Facebook, YouTube, etc


Record Baseline


Automate Modifiers


Personalize Experience

K-12 Education Customers

We have deployed Chromebook solutions for many school districts

Unidentified audience (general public)

Make Experience Manager aware of audience


Customer Match


Customer Match

http://www.adobe.com/privacy/opt-out.html


Ad Customizers

{=COUNTDOWN(AdCustomizerFeed.Date)}

{=IF(device=mobile,

"Quick, Easy, Mobile Booking"):

"Best price guarantee"}

{=IF(audience IN (returning visitors,cart abandoners)

,30%):

25%}


4. Which ads are experiencing fatigue?

FB Custom Audience Google RLSA Audience

Passive ActivityDepending on audience size, customer may see same ad repeatedly

Proactive ActivityCustomer will see same ad, limitedimpact given search initiated by customer

Passing dimension from customer database

(ex. Customer in finance sector)

Same audience, but ad fatigue very real using FB custom audiences


4. Which ads are experiencing fatigue?

`

0

2

4

6

8

10

12

14

1 2 3 4 5 6 7 8 9 10 11 12

Unique CTR

Day

Ad Fatigue with Facebook Custom AudiencesUnique CTR by Day

Ad1 Ad2 Ad3

Ad4 Ad5 Ad6

Ad7


5. Which internal searches need more relevant results?

TREASURE TROVE OF INTENT

• Guide advertising & content strategy

• Understand how customers classify products

• Integrate internal site searches with AI


Site search engines require A LOT of work to get right

HP Elitebook

A Bor

Test: What is this search for?


Site search engines require A LOT of work to get right

GLC-SX-MMD

Proline Cisco GLC-SX-MMD Compliant Ethernet Transceiver


Scaling site search relevance using Adobe Sensei & IBM Watson

Watson AI: Grade 1 Grade 2 …. Grade 7

Trainer Trainer Trainer

Problem Domains: Site Search, Assistants, Routing / Redirection

Customers


Sensei + Watson = Constantly Learning Site Search

Download python script to automate testing of Watson @ github.com/davidtzau


Hybrid Digital Marketer

Platform Proficiency• Adobe Advertising Cloud• Facebook Ads Manager• Google Merchant Center• Google Search Console

Analytical Skills• Analysis Workspaces• Excel Report Builder• Anomaly Detection• Segment Sharing

Strategic Focus• Quality Questions• Prioritization Discipline• United Goals• Honest Accountability

Relationship Building• IT/Engineering• Category/Brand Managers• Product Management• Brand Marketing




Team Evolution

Single Source of TRUTH

United GOALS

Focused QUESTIONS

ConsistentACTIONS


Aggregated Gains

1% Improvement

1% Decline


Chris [email protected]

Twitter: @chrishaleua

linkedin.com/in/chrishaleua

Q&ADavid Tzau

[email protected]

Twitter: @davidtzau

linkedin.com/in/davidtzau

Adobe Summit | The Digital Marketing

Conference

March 19-23, 2017, Las Vegas

Business

Advertising Insights through Segmented Analytics - Adobe Summit 2017