search engine and display marketing: data challenges rahul nim architect, efficient frontier 1
Post on 21-Dec-2015
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Search Engine and Display Marketing: Data Challenges
Rahul NimArchitect, Efficient Frontier
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Agenda
• What is Online Performance Marketing?– How is it done?– How is performance measured?
• What constitutes performance data?• How is it collected?• What are the issues in data collection and
analysis?• What is the future of online marketing?
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Overview
Advertiser
Customer
TVPrintOther
SearchDisplay
Content
Analytics and Tracking Services
Content Sites
Search and Content Ad Campaigns
Content AdsSearch Ads
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Display Overview
Advertiser
Customer
Analytics and Tracking Services
Display Sites
Display Ad Campaigns
Display Ads
Ad Networks
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Performance Marketing and Information
• Companies need to get the most out of their marketing dollars.
• How do we measure the performance of those dollars?– Broadcast Media (Traditional, but mind the future)– Direct Marketing– Ad Networks– Search Engines– Social Networks and Mobile
Profit = Revenue - CostPerformance = Profit/Cost
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Marketing on Search Engines and Ad Networks
• How do Search Engines make money?– Organic Search Results– Paid Search Results, PPC/CPC model– Content Ads
• How do Ad Networks make money?– Premium inventory– Biddable inventory, CPM model
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Organic and Paid Search Examples
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Paid Search Concepts
• Advertiser Accounts• Campaigns• Ad Groups• Ads• Keywords
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Search Marketing Optimization
• SEO– Landing Page Optimization– Best practices
• SEM– Optimally bidding on keywords– Designing effective ads
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Performance Indicators (SEM)
• Impressions• Clicks• Conversions
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Collecting Performance Data: Pixel-Based Tracking
Click Data
Bat.jpg1. Click
3. Redirect
Cricketbats.com
4. Product Page5. Purchase
Transaction
Conversion Data
6. Thank You Page
7. Pixel Request 8. Log Conversion
Redirect/Pixel server
…
2. Log Click
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Performance Data Elements
• Browsers and Cookies, Unique IDs for events• Tracking URLs• What goes into the cookies– Tracking information: relating events to ads
• Click and Impression data from search engines and Networks
• Conversion data from web servers
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Tracking Elements
• Installed Ad URLurl=http://pixel2002.everesttech.net/2002/rq/3/s_3aa8e5aa1261d038a0fe6ff010d01ed9_2671584663_{keyword}_{creative}/url%3Dhttp%253A//www.vitaminshoppe.com/store/en/index.jsp%253FsourceType%253Dps%2526source%253Dgo%2526adGroup%253DVitamin%2526keyword%253Dvitamins%2526cm_mmc%253DPaid%252520Search-_-Google-_-Vitamin-_-vitamins
• Click (generated) URLs http://www.google.com/aclk?sa=L&ai=CHdAMUkv7S8H-Mpisnwevg7Ac64yWyQGj4YqVCt6g7AQIABACKANQyeOVuwJgye7thsijoBnIAQGqBBxP0HFcOLaERWbapnR_ZsmWw6q-L_64wP2v93j-&sig=AGiWqtw1di18T6otSuXIM6tGzpvtXwmTqg&adurl=http://pixel2002.everesttech.net/2002/rq/3/s_3aa8e5aa1261d038a0fe6ff010d01ed9_2671584663_cheap+shoes_creative101/url%3Dhttp%253A//www.vitaminshoppe.com/store/en/index.jsp%253FsourceType%253Dps%2526source%253Dgo%2526adGroup%253DVitamin%2526keyword%253Dvitamins%2526cm_mmc%253DPaid%252520Search-_-Google-_-Vitamin-_-vitamins
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Collecting and Using Performance Data
• Build– Data generated and collected in-house from Web
Servers– Analyzed internally
• Buy– Tracking service from providers like Omniture, Google
Analytics, Dart– Analytics providers like Core Metrics, Google
Analytics– Combined like Efficient Frontier, Kenshoo
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Collecting Performance Data: Mechanisms
• Collecting data for self– First Party Cookies– Setting up web servers to log events
• Collecting for clients (as a service provider)– HTTP redirect mechanism– Tracking info– Third party cookies– Javascript
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Issues
• Data quality– Detecting Duplicates– Detecting Click Fraud
• Scalability– In collecting the data– In modeling– Redirecting– Example architectures
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Performance Management in Display Networks
• Similarities to SEM– Clicks and Conversions
• Differences from SEM (and challenges)– Impressions– Campaign structures– Analysis and modeling– Real-Time Bidding (RTB)
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So what should you do as a CMO?
• People are spending increasing amounts of time on the internet– $6.3 Billion spent in Q4’09
• Develop an effective online marketing strategy– Budget for Online Advertising
• Get ready for Online Video
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…And as a CIO (from data perspective)?
• Engage with service providers (Buy)– Evaluate Quality of Services– Evaluate future readiness
• As service providers– More data• Social graph data for segmentation• Online video• Display impressions
– (Real-time) Biddable media slots
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References
• SEM: http://en.wikipedia.org/wiki/Search_engine_marketing• Online advertising revenues:
http://www.iab.net/insights_research/947883/adrevenuereport
• Cookies: http://en.wikipedia.org/wiki/HTTP_cookie• Generating unique IDs for events:
http://httpd.apache.org/docs/1.3/mod/mod_unique_id.html• Tracking URLs:
http://help.yahoo.com/l/au/yahoo/ysm/sps/start/overview_trackurl.html
• Click Fraud: http://en.wikipedia.org/wiki/Click_fraud