5 ways to drive digital marketing excellence
TRANSCRIPT
© 2014, Conversant, Inc. All rights reserved.
5 WAYS TO DRIVE DIGITAL MARKETING EXCELLENCE
Presented by
Scott Eagle
THROUGH SHARPER THINKING
© 2014, Conversant, Inc. All rights reserved.2
COMMISSION JUNCTION VALUECLICK MEDIA
SET MEDIAGREYSTRIPE
MEDIAPLEXDOTOMI
© 2014, Conversant, Inc. All rights reserved.3
Personalized marketing is a
powerful idea, but not possible yet
It’s too tough to demonstrate
digital’s impact on offline sales
Vendor dating is better than vendor marriage
Simplistic attribution models like last click get
us “close enough” to the answers
Your team needs to constantly be executing
on “what’s hot” in digital
THE
“BIG 5”
DIGITAL
MYTHS
© 2014, Conversant, Inc. All rights reserved.4
PERSONALIZATION
MARKETING IS A
POWERFUL IDEA,
BUT NOT POSSIBLE YET
1MYTH
© 2014, Conversant, Inc. All rights reserved.5
IMPOSSIBLEPERSONALIZATION
MARKETING IS A
POWERFUL IDEA,
BUT NOT POSSIBLE YET
1MYTH
© 2014, Conversant, Inc. All rights reserved.6
“There are solutions available today
that properly integrate disparate
data sources and types while
adhering to strict guidelines that
protect privacy.”
1MYTH
© 2014, Conversant, Inc. All rights reserved.7
1MYTH
Fall Product Launch Fall Fashion Event Featured Products Fall Promotion Best Next Opportunity
© 2014, Conversant, Inc. All rights reserved.8
65OF THE
INTERNET
RETAILER 100
5.1MSALES
PER DAY
1.8MADS/MONTH
FOR
1 RETAILER
4X-32XROAS
1MYTH
© 2014, Conversant, Inc. All rights reserved.9
IT’S TOO TOUGH TO
DEMONSTRATE DIGITAL’S
IMPACT ON OFFLINE SALES
2MYTH
BY YOURSELF
© 2014, Conversant, Inc. All rights reserved.10
IT’S TOO TOUGH TO
DEMONSTRATE DIGITAL’S
IMPACT ON OFFLINE SALES
BY YOURSELF
2MYTH
© 2014, Conversant, Inc. All rights reserved.11
Online/Offline Purchase Data
Site Visits
Product Search
Mobile Device ID
Display Click Through
Conversion Matching
Network Web Match
Household ID Matching
First-Party Cookie Present
Direct and Indirect Matching
Location Device
RTB Expertise
Attribution Methodologies
Personalized Dynamic Creative
2MYTH
© 2014, Conversant, Inc. All rights reserved.12
VENDOR DATING
IS BETTER THAN
VENDOR MARRIAGE
3MYTH
© 2014, Conversant, Inc. All rights reserved.13
89% 27
OF AGENCY BUYERS
CHANGE VENDORS
FREQUENTLY
AVERAGE NUMBER
OF DIGITAL VENDORS
FOR A COMPANY
LARGE COMPANIES
SAY IT’S A HUGE
HEADACHE
BETTER RESULTS COME
FROM MORE AND
UNITED DATA
VENDOR DATING
IS BETTER THAN
VENDOR MARRIAGE
3MYTH
© 2014, Conversant, Inc. All rights reserved.14
3MYTH
BETTER DUE DILIGENCE
PROOF OVER VAPOR
HISTORY OF SUCCESSFUL INTEGRATION
PAY AS YOU GO
© 2014, Conversant, Inc. All rights reserved.15
4MYTH
4MYTH
4MYTH
SIMPLISTIC ATTRIBUTION,
LIKE LAST CLICK, GETS
US “CLOSE ENOUGH”
© 2014, Conversant, Inc. All rights reserved.16
68%
4MYTH
69%
RETAILER USE
OF LAST CLICK
RETAILER BELIEFS
ABOUT LAST CLICK
32%
DON’T
USE IT
68%
USE IT
69%
THINK IT’S
INEFFECTIVE
31%
THINK IT’S
EFFECTIVE
SIMPLISTIC ATTRIBUTION,
LIKE LAST CLICK, GETS
US “CLOSE ENOUGH”
16
4MYTH
4MYTH
© 2014, Conversant, Inc. All rights reserved.17
4MYTH
4MYTH
© 2014, Conversant, Inc. All rights reserved.18
TEST CONTROL
4MYTH
© 2014, Conversant, Inc. All rights reserved.19
YOUR TEAM NEEDS TO
CONSTANTLY BE EXECUTING
ON WHAT’S “HOT” IN DIGITAL
5MYTH
© 2014, Conversant, Inc. All rights reserved.
YOUR TEAM NEEDS TO
CONSTANTLY BE EXECUTING
ON WHAT’S “HOT” IN DIGITAL
20
5MYTH
© 2014, Conversant, Inc. All rights reserved.21
Personalized marketing is a
powerful idea, but not possible yet
It’s too tough to demonstrate
digital’s impact on offline sales
Vendor dating is better than vendor marriage
Simplistic attribution models like last click get
us “close enough” to the answers we need
Your team needs to constantly be executing
on “what’s hot” in digital
THE
“BIG 5”
DIGITAL
MYTHS
© 2014, Conversant, Inc. All rights reserved.22
© 2014, Conversant, Inc. All rights reserved.23
Scott Eagle
Thank You