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PROPRIETARY & CONFIDENTIAL 3

PROPRIETARY & CONFIDENTIAL

HOW DO I QUANTITATIVELY DRIVE CLARITY ACROSS THE ENTIRE CUSTOMER JOURNEY?

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“I must get smarter with my marketing”.

“I must be agile”.

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-Marketing tactics that are regarded as

“top of the funnel”,

such as

display advertising,

are undervalued in their contribution to overall eCommerce sales-.

Source: Forrester Research


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© 2013 GSI Commerce Inc. | Confidential and Proprietary 7

CHALLENGE 1: SILOED MARKETING MEASUREMENT BASED ON THE LAST CLICK

SOLUTION: IDENTIFY ROI FOR CHANNELS HER CUSTOMERS WHERE INTERACTING WITH HER BRAND.

£200

Search

Display

Affiliate

Social

Paid Search 100%


ROI Measurement

Revenue from Product Sale

Keyword CPC £1.00

Conversion Rate 4%

ROAS 800%

£200

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£200

Paid Search 100%

CHALLENGE 1: SILOED MARKETING MEASUREMENT BASED ON THE LAST CLICK

-Paid search matters most for

new customers.

Email matters most for

repeat customers.-



OPTIMISING MARKETING SPEND IN AN OMNI-CHANNEL WORLD

10

Attribution:

Measurement of the value of each digital marketing contact that contributed to an outcome.

-It is critical that eBusiness professionals

consider the full path to a completed transaction-.



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INTRODUCER INFLUENCER CLOSER

£200

Search Display Affiliate SocialPaid

Search 100%

CHALLENGE 2: MANAGING MARKETING SPEND ACROSS A DIVERSE RANGE OF MARKETING TOUCH POINTS.

SOLUTION: VALUING MARKETING TOUCHPOINTS THROUGHOUT THE CUSTOMER JOURNEY


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MEASURED IN SILO


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INTRODUCER INFLUENCER CLOSER

£44

Paid Search 22%

Organic Search 13%

Affiliate 40%

Display 17%

Social 8%

CHALLENGE 3: PLAN MARKETING SPEND, EXECUTE AND TRACK THE INVESTMENT IMPACT ON CONSUMERS INTERACTION WITH THEIR BRAND.

SOLUTION: ADVANCED ATTRIBUTION

Source: Forrester Research Source: Forrester Research

£26 £34 £80 £16

THE APPROACH TO MARKETING ANALYTICS & ATTRIBUTION


Paid Search

Email

CSE

Affiliate

Cancellations, Costs, POS, Order # etc

Organic Search

SocialMobile

1st Party Cookie

Display

SINGLE SOURCE OF TRUTH


100%0%0% 0% £

25%25%25% 25% £

35%40% 5% £20%

Organic Search

EmailDisplay Paid Search

DIFFERENT MODELS FOR VALUATION

OPTIMIZATION & PLANNING

PREDICT INVESTMENT SCENARIO PLANNER


CHOSE SCENARIO TYPE BASED ON YOUR GOALS

I have $1MM to spend. How to maximize my return?

I need to get $10MM in revenue. How much channel spend?

I need to get 10,000 conversations, conversions, opens, clicks.


SCENARIO PLANNER: RESULTS

• Forecasted + Actual data sets available• Day, Channel, Source, Campaign, Site, Placement• Spend, Impressions, Orders, Revenue, Gross Profit (+ calculated metrics)• Analyze via configurable dashboards + ad hoc reporting capabilities

• Configure results based on appropriate metrics (spend, revenue, profit, orders, ROAS)

• Forecast at summary, channel + sub channel

• Create multiple “what if’s” to determine best go forward plan


CHALLENGE:

1. Optimizing Digital Marketing Spend

2. Justifying Budget

3. Decreasing time & effort.


SOLUTION:Create A Single View & Boosting Marketing Agility


• Revenue per order increased by 66%• Increased conversion rate by 50%• Increased return on ad spend by 20%.• Annual digital spend budget £32MM to £47M

RESULTS:

ADVANCED TECHNIQUES FOR USER ACQUISITION

eCommerce Product Marketing Sebastian Gutierrez

EMEA Marketing Solutions

eBay [email protected]

@seguti

PROPRIETARY & CONFIDENTIAL PRESENTATION TITLE, VERSION NAME 27

THE ACCURATE AND TIMELY UNDERSTANDING OF THE

VALUE AND ROLE OF EACH CHANNEL

IN THE MARKETING MIX HAS BECOME

MISSION-CRITICAL FOR MARKETERS.

ebay presentation

Business

plan marketing

marketing mix

optimising marketing

marketing tactics

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