adobe summit - advanced advertising analytics
TRANSCRIPT
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Advanced Advertising AnalyticsMarketing Insights through Adobe Analytics & Media Optimizer
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Dan CardamoneManager - Search
Chris HaleuaProduct Marketing Manager
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1 | Foster curiosity with people, process, & technology
2 | Break the habits of basic monitoring
3 | Balance the load between man & machine
4 | Mitigate the risk of advanced analytics
5 | Expand your perception of attribution & allocation
Summary
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MyAnalyticsScore.com
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myanalyticsscore.com
adobemarketingpro.com
adobemediaoptimizerpro.com
Surveys
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Takeaways
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PeopleAlign structure to break down silos
ProcessFoster curiosity &
reduce chores
TechBuild trust in single
source of truth
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People
9
Advertising-analyst hybrids automate basic reporting to focus on advanced insights
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Process
Targeting
Analysis
Testing
BiddingCoverage
Structure
Life
IDEAL COMMON
Meetings
Training
Bugs
Planning
Calls
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Technology
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Media Optimizer
Conversion Metrics
Campaign Classifications
Engine Data
Adobe Analytics
Site Traffic Metrics
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2 eVars
EFID = serialize clicks
SKWCID = unique ad/keyword combination
5 events
Impressions
Clicks
Cost
Position
Quality Score
Nuts and Bolts of the Integration
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Raw Tracking Codes
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http://www.carnival.com/
?CID=Psearch_A_B_HONEY_1241236
&SE=Bing&KW=all_inclusive_honeymoon_cruise
&CM=General_Non_Brand Life_Style_Cruise
&AG=Honeymoon_Cruise
&_vsrefdom=nonbrand
&gclid=CICe6NDYusMCFYuafgodxC0AOw
&gclsrc=ds
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SAINT Classifications
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SAINT Classifications
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1 | Foster curiosity with the right people, process, & technology
2 | Break the habits of basic monitoring
3 | Balance the load between man & machine
4 | Mitigate the risk of advanced analytics
5 | Expand your perception of attribution & allocation
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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What does basic really mean?
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Pathing & Fallout Bottlenecks
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Funnel Averages
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FILTERS
Volume Leaders
Efficiency Threats
SORTS
ConversionSuccess
Non-Converting Spend
Conversions > 0
Conversions = 0Cost > 0
Revenue ROAS Pos.
Pos.CPCCost
Performance Segmentation
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FILTERS
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FILTERS
Volume Leaders
Efficiency Threats
SORTS
Non-Converting Spend
Ignored Impressions
Conversions = 0Cost > 0
Cost = 0Impressions > 0
Pos.
Pos.
CPCCost
Impressions Quality Score
Performance Segmentation
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FILTERS
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
You might know your total conversions
...but do you know the minority driving the majority?
You might know your efficiency threats...
...but do you know your deadends in the step before?
You might know your loss leaders...
...but do you know the segments & pivots that caused them?
Performance Segmentation
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1 | Foster curiosity with the right people, process, & technology
2 | Break the habits of basic monitoring
3 | Balance the load between man & machine
4 | Mitigate the risk of advanced analytics
5 | Expand your perception of attribution & allocation
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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+ 0.4%
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Budget CapsRelevant portfolio settings
Spend Multiple: Predicted campaign spend variance allowed to give head room for cost
Multiple 1.5Status too low
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Quality Score Counts
Quality Score Tiers
Keyword Count
Good 731
Average 1489
Poor 61
In the last 30 days, 32.0% of keywords had a Quality score in the 7 to 10 range
adobe_systems | ACRO : NA : GG : PURCH : UNITS | 2016-02-20 to 2016-03-20
Impression weighted Quality Scores rounded up to nearest integer
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Portfolio Objective Weights
Sale Closed1
Lead Completed0.6
Lead Started0.4
Whitepaper Download0.2
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Correlation between Predictors
Properties considered 25
Properties removed 21
No early signal 0
Do conversion data 11
Redundant data 10
Low correlation 0
Included in final model 4
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amosummit.gamification.ws
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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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
43
1 | Foster curiosity with the right people, process, & technology
2 | Break the habits of basic monitoring
3 | Balance the load between man & machine
4 | Mitigate the risk of advanced analytics
5 | Expand your perception of attribution & allocation
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How does advanced really differ from basic?
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Averages LIE!
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PIVOTS
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Cart vs Partner
48
Adobe revenue driven by Adobe
Adobe revenue driven by Other
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Portfolio
Time Product
Pivots
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PREDICTIVE
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Anomaly deep-dive in Analytics Workspace
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unusually high revenue for the contributing products as a whole
Customer A
Customer B
Customer C
Customer D
Customer E
Customer F
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AnomalyCustome
rProduct
Predictive
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Customer Segments to RLSA
55
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Visitors of Page
Advanced Definition
Alignedtargeting &
analysis
RLSA
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SEGMENTS
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Solving for the (not provided) conundrum
58
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Solving for the (not provided) conundrum
59
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Entry Page Site Section % New
Segments
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Customer loyalty by Marketing Channel
61
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Using visit numbers to create new/returning visit %
new visits segment
return visits segment
new visits % metric
return visits % metric
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Using visit numbers to create new/returning visit % (cont.)
63
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Loyalty Channel % Return
Loyalty
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OFFLINE
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Call Tracking in Analytics
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page views = calls
create a segment based on those page views
and then a calculated metric that counts those page views
then bring more dimensions in through an eVar
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Page Views = Calls
Segment = Page Views
Dimension = Caller ID
Call Tracking
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Customer Attributes in the People Core Service
Solutions
Core services
Places
PlatformPeople
AssetsMobile
Activation
Data science
Data Content
MediaOptimizer
Social
AudienceManager
Target PrimetimeExperience
Manager
Campaign
Analytics
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Customer Attributes
Age & Gender Job Function PropensityMember Level Proximity
Adobe Marketing Cloud:People Core Service
Customer records
ID aliases
User login
Marketing Cloud Visitor ID Service
Customer ID = A383278
Customer ID = A383278
Age=30Gender=FemaleMembership=Gold
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Customer Attributes
VALIDATE schema and subscribe to 3 attributes in Analytics2UPLOAD area of the Marketing Cloud1
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Customer Attributes
CREATE custom reports, segments, and metrics3 ANALYZE behavioral patterns and share segments4
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Similarities Applies forward & back
Differences Attached to the visitor
Entire life of the cookie
uniques
Available to all solutions
Are These Classifications?
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Export from CRM
Upload to People
Core Service
Segment byAttributes
Customer Attributes
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ALLOCATION
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77
1 | Foster curiosity with the right people, process, & technology
2 | Break the habits of basic monitoring
3 | Balance the load between man & machine
4 | Mitigate the risk of advanced analytics
5 | Expand your perception of attribution & allocation
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What do these pictures have in common?
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Comparisons of Different Models
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Model Pros Cons
Participation Fair to all Doesn t distinguish touch roles
First Focuses on triggers Overvalues awareness
Last Focuses on closure Overvalues low funnel & brand
Linear Fair to all Doesn t distinguish values
SPC / U Shaped Weights both ends Requires expertise and can run into user bias
Adjacency / Decaying Weights the latest Less specific in how values are assigned
Latency Weights for recency Time may not be a factor based on business
Algorithmic Statistics eliminate bias No control over assignment of values
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Reporting Flexibility
80
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Going Beyond Attribution with Adobe Analytics
AttributionRules, Fractional,
Marginal, Algorithmic
AnomaliesDetection & Contribution
CorrelationsCauses & Statistics
ClusteringSequential Segments & Propensity Scoring
AllocationBudget, Time, Focus
Mat
uri
ty L
eve
l
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Prioritize perspectives
Double-check Deltas
Expand beyond
budgeting
Attribution
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Key Takeaways
PeopleTrade easy for
important
Keep learning to become a hybrid
ProcessDrag & drop workspaces
Pivot advertising by analytics
TechMachines essential
for AI audits
Humans essential for exploration
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
4 minutes
Winner: $1000
3 Runners Up: $100
Passing Grade gets a
Adobe Summit Programmatic Quiz #AdobeAdGenius
Test your knowledge here
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Q&A
87
Chris [email protected]