from media though monetization, the anatomy of great...

© 2016 Didit – All Content is Sensitive and Confidential

From Media though

Monetization, the Anatomy of

Great Lead-Gen

Presented by

Kevin Lee

Executive Chairman

© 2016 Didit – All Content is Sensitive and Confidential @kevin_lee_QED

Kevin Lee founded Didit in 1996, and has

grown it beyond Search Marketing (SEM

PPC & SEO) with ten acquisitions.

Didit services include all online and offline

marketing and advertising.

Kevin has written three books, over 550

columns in MarketingLand, ClickZ and

other publications, and spoken at over 400

conferences.

Kevin Lee is the “Mad Scientist” of digital

marketing.

At Didit, we believe “Marketing is Everything”

for any business.

We get it DONE!

2007

2007, 2008, 2009


Presentation / Discussion Objective

Dissect the anatomy of a good lead.


Presentation / Discussion Objective

A great lead-gen program:• Increases your venture’s value and profitability• Gets you promoted• Gets you a raise


Challenges for Fin-Tech & Lending


Challenge -Ad Blockers

Big enough of a problem to be on everyone’s radar.


Challenge - Banner Blindness

OK this one’s not new but it’s still a problem


Challenge - Bots Eroding Media Buyer / Advertiser Trust

One More Media Buying Variable


Challenge - Competitive Differentiation

They have on WordPress T-Shirts. Couldn’t resist identical triplets.


Problem: Maximize Profitable Growth

Highest valuations require a scalable, profitable revenue model


Or maximize profitable growth given a fixed budget

Some organizations set marketing budgets arbitrarily not ROI


Your Greatest Enemy

Time in the day, burn rate, time to test things, time to market…


Media Auctions Can Be Painful, Winner’s Curse

Two kinds of marketers at the top of the PPC search results:• Brilliant Marketers• The idiots. Irrational biddersHolds for programmatic display, video, audio & native. Offline media is a bit different but the concept applies.


Unit Economics & Media

Time to reach profitability on new customers @CPA


Top Down Budgeting

What is delivering the highest profit or lowest cost acquisitions?


CPA / CPL

You’ve got a CPA target for media and a unit economics model


But Wait! Not all leads convert

Leads can be scored based on probability of conversion


Not every conversion is worth the same

Predicting a high value client/customer. LTV, can it be predicted?


Lagged or Multi-Step Conversions

How quickly do you know?


Beyond Attribution

Marketing Mix Models

Marginal elasticity of every media option is key!!In economics, elasticity is the ratio of the percent change in one variable to the percent change in another variable. It is a tool for

measuring the responsiveness of a function to changes in parameters in a unit-less way. Frequently used elasticities include

price elasticity of demand, price elasticity of supply, income elasticity of demand, elasticity of substitution between factors of

production and elasticity of intertemporal substitution.

Elasticity is one of the most important concepts in economic theory. In addition when understanding how to allocate media dollars, nothing beats knowing the elasticity of the market in every direction.

USER

User served displayAd User Searches

User served displayAd

User VisitsWebsite User Converts


Paid Search Elasticity: Google can’t tell the full story

PPC elasticity estimates assume complacent competitors.


Micro-conversions or Drip Campaigns

Which of these apply to you? What value?• E-mail Newsletter Registrations• Visits To The Contact Us Page • Phone Calls • Deep Navigation from the landing page• Facebook Likes or Apps Twitter Follows / Tweets• LinkedIn Share (particularly for B2B)• Social Engagement

Will management give you credit for these? Sell them on it. (It will empower your marketing)


Case Study: Payday Loans

Credit worthiness key, yet need must be there. So lagged full conversions were important.


Case Study: Cell Phones -

Can we predict churn by media targeting options?Geo (correlates with income), TOD, Device, Gender, ISP, etc.


Case Study: College Loans –

Can we predict the size of a college loan refinance by media targeting? University, Age. Do these also predict FICO?


Case Study: Settlement Funding –

Can we predict the annuity value and likelihood of closing? Keywords play a role.


This is all great, but do you have a leaky data bucket?

Even the best back end systems ad/media automation to CRM & BI platforms don’t have perfect data. Phone, cross-device, etc.


Other forms of media: PURLs

Know who is getting your offer? Consider PURLs + Direct or eMail


Other forms of media: Earned Media

Earned Social, PR, Influencer, Promotional efforts, part of the mix.


Conclusions

• Marketing is integral to your business, Marketing is Everything!

• Think Big (picture)

• Think Big (data)

• Think Small (segments)

• Be a mad scientist, an inventor! I am ;-)

For a copy of the PPT, [email protected]

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