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IgnitionOne's Country Manager for France and Southern European, Florian Grouffal, looks at how marketers can harness innovation for the digital world
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P r o p r i e t a r y & C o n fi d e n t i a l
SEARCH SOLUTIONS
1
Florian Grouffal
IGNITIONONE:
06/06/2014
Harnessing innovation for the digital advertising world
P r o p r i e t a r y & C o n fi d e n t i a l
2009 TV COMMERCIAL HONDA ACCORD
P r o p r i e t a r y & C o n fi d e n t i a l
WHICH PART IGNITED THE ENGINE?
Windscreen wiper
Suspension
Tyre
Handbrake
Speakers
Window
BatteryKey
Antenna
P r o p r i e t a r y & C o n fi d e n t i a l
WHICH PART IGNITED THE ENGINE?
ALL!
P r o p r i e t a r y & C o n fi d e n t i a l
MY OLD CAR
P r o p r i e t a r y & C o n fi d e n t i a l
MY DIGITAL JOURNEY…
Exposure 1: Display clickDate: April 23rd
P r o p r i e t a r y & C o n fi d e n t i a l
MY DIGITAL JOURNEY…
Exposure 2: Social clickDate: May 2nd
P r o p r i e t a r y & C o n fi d e n t i a l
MY DIGITAL JOURNEY…
Exposure 3: Search clickDate: June 5th LEA
D
P r o p r i e t a r y & C o n fi d e n t i a l
MY NEW CAR!
P r o p r i e t a r y & C o n fi d e n t i a l
HOW MOST MARKETERS ATTRIBUTE LEADS
100% Credit
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PAID SEARCH
AD SERVERS:
RICH MEDIA / DYNAMIC CREATIVE:
VERIFICATION:
DSPs: AD NETWORKS:
VIDEO:
VERTICAL:
TARGETED NETWORKS / AMPS:
PERFORMANCE:
DISPLAY ONSITE
SOCIAL
MOBILE
AD EXCHANGES:
ATTRIBUTION & ANALYTICS
TAG MANAGEMENT
DATA MANAGEMENT PLATFORMS
DATA AGGREGATOR
S
DATA SUPPLIERS
EMAILMANAGEMENT PLATFORMS
AFFILIATES
SSPs:
WHAT MARKETERS GET
P r o p r i e t a r y & C o n fi d e n t i a l
HOW MOST MARKETERS ATTRIBUTE LEADS
100% Credit
Google adwords
100% Credit
100% Credit
Display
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LET’S GO BACK IN HISTORY …
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JUST IN…
2008THE MEDIAATTRIBUTIO
N RACE
P r o p r i e t a r y & C o n fi d e n t i a l
Display retargeting
Paid Social
SEO
eDM
Affiliation
Organic Social
Partnerships
Display Branding
Paid Search
INTEGRATED STACK
P r o p r i e t a r y & C o n fi d e n t i a l
INTEGRATED STACK
Display retargeting
Paid SocialSEO
eDM
Affiliation
Organic Social
Partnerships
Display Branding
Paid Search
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ATTRIBUTION RULES
Priorities ExposureType
Weight LookbackWindows (days)
Tier 1
Paid Search
Other Media
3rd Party Ad Server Data
Click
Click
Click
100 90
100
100
90
90
Tier 2
3rd Party Ad Server DataView 100 90
Display Click 100 30
Tier 3
Organic Search Click 100 90
Tier 4
Social Media Click 100 90
Display View 100 30
ONE tracking platform with advanced attribution settings:• Channel priorities• Lookback window• Channel weight
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CONTRIBUTIONP
ER
CEN
T C
RED
IT
LATENCY TIME
24%
20%
16%
12%
8%
4%
0%
-25 -20 -15 -10 0-5
Capture and attribute credit to ALL exposures based on exposure sequence or latency time
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IN 2014…
6 YEARSLATER
P r o p r i e t a r y & C o n fi d e n t i a l
2014 ASSESSMENT
• 24% say their teams are not set up to support an integrated digital marketing strategy
• Only 18% have a sophisticated cross-channel attribution strategy
• 38% say the technology to build an integrated digital marketing strategy is too complicated
Source: IgnitionOne Integrated Marketing Survey 2014
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INDUSTRY FAILURE
WHY THE INDUSTRY HAS ONLY
SUCCEEDED AT 18%?
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WHY SUCH A SLOW ADOPTION ?
• CMO / Marketing directors have under-estimated the importance of an holistic view
• Advertisers don’t trust their data• Multiple teams (with different
goals?)• No dedicated resources• Ongoing re-assessment (real-
time & post campaign)
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PATH ANALYSIS: EXPOSURES & LATENCY
Number of exposures in paths
Latency
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PATH ANALYSIS: INTERCHANNEL
Faible dépendance
High dependance
Forte dépendance
High dependance
High dependance
P r o p r i e t a r y & C o n fi d e n t i a l25
Attribution First vs. Last:
Paid Search: -34%
Display: +85%
SEO: -37%
Email: -50%
Social Media: +70%
Partnerships: -17%SEM SEO Partnership
s
FirstLastLast
CONTRIBUTION SCENARIOS
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INDUSTRY FAILURE
BUT… DO TECHNOLOGY PROVIDERS
REALLY HAVE THE RIGHT
APPROACH?
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Mobile:More than 50% of Google searches
CHALLENGE 1: MOBILE TRAFFIC
P r o p r i e t a r y & C o n fi d e n t i a l
CHALLENGE 1: MOBILE TRAFFIC
P r o p r i e t a r y & C o n fi d e n t i a l
• IgnitionOne’s cookieless & cross-device tracking initiative
• Consumes IDs received with point solution requests & returns a master profile ID
• Blends cookie-based & cookieless tracking to increase user tracking persistence
CHALLENGE 1: CROSS-DEVICE TRACKING
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CHALLENGE 2 : VALUE OVERTIME
What’s the customer lifetime value of leads from specific channels?
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CHALLENGE 3 : AD ENGAGEMENT
What’s the value of a Display view?
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CHALLENGE 4 : ONSITE ENGAGEMENT
What’s the value of visit?
P r o p r i e t a r y & C o n fi d e n t i a l
ENGAGEMENT REPORTING Score change vs. Conversion rate
Email FBX Retargeting Standard
SEM Ecommerce SEM Magasins SEM Marque0
10
20
30
40
50
60
70
80
Avg Score change CR%
Indexed data
P r o p r i e t a r y & C o n fi d e n t i a l34
CASE STUDY: ENGAGEMENT OPTIMISATIONGoal: Simplify cross-channel media tracking, attribution and
management. Optimise media in real time based on onsite engagement from each media exposure
Approach: 1. DMS: Centralise all media 2. Unique KPI : Define & tune a unique engagement KPI3. Engagement optimisation: Integrate engagement &
site-centric metrics into media management for real time optimisation.
4. Engagement attribution: Attribute conversions based on engagement.
Results (vs. SEM): • Social: +27% engagement vs. -20% CR%• Display: +20% engagement vs. -80% CR% • Award: UK Search Awards 2013
P r o p r i e t a r y & C o n fi d e n t i a l
ONSITE ENGAGEMENT ATTRIBUTION
Delta score :
16 17 96
Contribution :
12% 14% 74%
Dynamic attribution based on onsite user engagement
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MAKE DATA ACTIONABLE:BUDGET & BID
RECOMMENDATIONS IN REAL TIME
TO DRIVE PERFORMANCE
P r o p r i e t a r y & C o n fi d e n t i a l
THE FUTURE OF DIGITAL MARKETING
Segmentation
Personalization
Predictive Marketing
“Spray & Pray”
Customer expectationsVolume & Accuracy of
customer data
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SPOT ®
OPTIMAL PATH CURRENT POSITION RECOMMENDED POSITION
DAILY SPEND
AC
TIO
NS
800
600
200
400
0 $2.5K $5K $7.5K $10K $12.5K
Increased Spend, Optimized Actions
Current Spend, Optimized Actions
Current Spend, Current Actions
Algorithmic predictive modeling allows for optimal bids
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AUTOMOTIVE CASE STUDY
CTR%: +200%
CPA: -40%
Leads: +20%
P r o p r i e t a r y & C o n fi d e n t i a l
CROSS-CHANNEL APPROACH
But Search is only one piece of my Media Mix!
Display retargeting
Paid Social
SEO
eDM
Affiliation
Organic Social
Partnerships
Display Branding
Paid Search
P r o p r i e t a r y & C o n fi d e n t i a l41
MEDIA MIX MODELING
P r o p r i e t a r y & C o n fi d e n t i a l
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THINK
Think integratedReassessGo beyond “exposure”PredictGet actionable insights
P r o p r i e t a r y & C o n fi d e n t i a l
THANK YOU
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Florian GrouffalCountry Director France & South Europe
www.ignitionone.comwww.digitalmarketingsuite.comFlorian.grouffall@ignitionone.com
