P r o p r i e t a r y & C o n fi d e n t i a l

SEARCH SOLUTIONS

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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

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WHICH PART IGNITED THE ENGINE?

Windscreen wiper

Suspension

Tyre

Handbrake

Speakers

Window

BatteryKey

Antenna

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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

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MY DIGITAL JOURNEY…

Exposure 1: Display clickDate: April 23rd

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MY DIGITAL JOURNEY…

Exposure 2: Social clickDate: May 2nd

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MY DIGITAL JOURNEY…

Exposure 3: Search clickDate: June 5th LEA

D

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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

facebook

100% Credit

Display

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LET’S GO BACK IN HISTORY …

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JUST IN…

2008THE MEDIAATTRIBUTIO

N RACE

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Display retargeting

Paid Social

SEO

eDM

Affiliation

Organic Social

Partnerships

Display Branding

Paid Search

INTEGRATED STACK

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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

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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

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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

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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

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MEDIA MIX MODELING

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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