Ad:Tech Data Summit - Sydney | 2013

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Attribution That Works A Case Study With Kia Motors Australia 18 September 2013

description

Attribution that works - a case study with KIA Motors Australia into the migration of the Google DDM (DFA Ad-Stack). With the problems, the solutions, results and the future vision for KIA's Ad technology.

Transcript of Ad:Tech Data Summit - Sydney | 2013

Page 1: Ad:Tech Data Summit - Sydney | 2013

Attribution That Works

A Case Study With Kia Motors Australia

18 September 2013

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Don’t worry about all the notes

Rhys WilliamsHead of Media Technology Solutions, AU/NZ, Google

@rhysmwilliams

Andrew HughesDirector : Innovation & Technology, Reprise Australia

@y0z2a

Shortcut to this presentation: http://goo.gl/otRUll

Questions on twitter: #atds

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confidential

agenda1.The Problem

2.The Solution

3.The Results

4.What We Learned

5.Looking Forward

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Our collective thought space

• Measurement is the foundation

• The technology is there

• We have the right smarts

• We want to increase digital investment

• A solid foundation is the solution

• Less conversation, more action

• So, where were we?

Image Credit – Frue : https://secure.flickr.com/photos/frue/2377169864/sizes/o/

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Snapshot: Kia’s tech journey

2012

Many Many

Many Tags

Multiple Ad Networks

AdTech Ownership

Varied Success Metrics

Lack Of Agility

Discrepancies

Reliant on GA

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Snapshot: Kia’s tech journey

2013

Digital Measurement

Focus

Tag Management

Consolidated 50 Tags

Platform agnostic

conversion

New CMS & Standardisation

Mobile Enabled

Clear Tech Roadmap

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3 key problems to solve

1. Tech & Data in silos

SearchDSP

SearchAnalytics

SearchSearch

SearchDisplay

2. Conversion management

• Difficult to deploy• Tag management• Discrepancies • Duplication• Campaign Agility

3. Last Click Reporting

0%

0%

0%

100%

• Display recognition• Lack accountability

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Many unanswered questions

This was leading to questions• What is the average path length of the user

journey?

• How often does upper-funnel activity drive last-touch Search Conversions?

• What display channels are the most effective in assisting other conversions?

• What are the leading paths to conversion?

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Confidential

The Strategy

So what did we do?

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c

Chefs don’t use blunt knives

And the best chefs invest in their knives, and are trained how to use them

Image Credit – Fruit Ninja

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Consolidate measurement and tracking in a unified platformDFA

DBM

DFA/DBM

DS

Google Analytics

Premium Motoring sites

Trading Desk, RTB

YouTube, RTB

Google, Yahoo, Bing

On site analytics

Holistic view of audience

and cross-channel customer insights

True, deduplicated conversions

Unified reporting for

clear attribution

Data integrity from

a common source

Conversion tracking

with Floodlight

Developed a single view of the customer

Site Analytics

Search

Video

DSP

Display

Confidential

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Developed a strategy for conversionsKia deployed a single floodlight tag

The most appropriate container tag solution

Map out all the conversion points

(take time to do this properly)

Have reporting in mind - this determines want to

track and where (natural + paid keywords, display

placements, site paths, order value)

Deploy tags and test

Confidential

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Got the right resources onboardAnd appoint a central “owner”

Project Management

Overall vision, strategy, implementation

13

Creative Agency

Dynamic, data driven creative, on site tagging implementation, CMS

Ad Technology

Consulting, Support and implementation of

DoubleClick Digital Marketing suite

Client

Responsible for approval of approach, alignment to business objectives

Search and Analytics Ownership

Understand the meaning and relevance of each

page in real time

Exchange Buying

RTB, DSP buying, optimising

MBW Ad Ops

Central AdOps team , responsible for

implementing

Datalicious

Container tag solution

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Ask: How do my channels work together?Top Paths with Channel Grouping

Remarketing, Generic Search and Display consistently supported branded search

Confidential

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Used the attribution tools availableAttribution modeling built right in to DoubleClick

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Compare up to three models

simultaneously

See all your most important

channels

Select your baseline model

Simple metrics to quickly evaluate

differences between models

Moved beyond the “last click”Compare models simultaneously

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Choose from six built-in models in DFA

100%100%

First Click or ImpressionAll value assigned to first interaction

Last Click or ImpressionAll value assigned to the last click

20% 20% 20% 20% 20%

LinearAll value assigned evenly across clicks

0%

10%15%

25%

50%

Time DecayValue assigned by how close in time click was to conversion

35%

10% 10% 10%

35%

Position-based Value earlier and later interactions more heavily

100%

FloodlightUse as a baseline for comparisonBased on “last-click” wins

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Or create your own models

• Create granular modeling rules based on interaction type, position and time

• Instantly see the impact of changes

• Save and manage custom models

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Results

Enough theory – show me the numbers!

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New tech launched: Nov‘12 – Jan ‘13

All driving to the new website

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Top line results and insights; in summaryKey take-outs

• Half of all conversions came from 1 or 2 interactions

• Search delivered 87% of unassisted conversions

• Organic search contributed to 35% of unassisted conversions

• Display delivered 52% of assisted conversions

• Not all publishers are equal; Eg. 90% of one publisher’s assisted conversions were click-through

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>50% of conversions are from 1-2 touches

• Path Length Report reveals the number of interactions a user had with KIA ads before converting.

• Interactions can be impressions (i.e. views of ad) or clicks.• An impression followed by a click is counted as 2 separate

interactions

1 2 3 4 5 6 7 8 9 10 11 12+0.00%5.00%

10.00%15.00%20.00%25.00%30.00%35.00%40.00%45.00% 42.60%

13.10%

% Conversions

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87% of unassisted conversions were from search

By Channel

Display Natural Search Paid Search0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

12.10%

35.10%

51.40%

% Unassisted conversions

• 51.4% of Total Paid Search Conversions were unassisted by other channels

• i.e. 1 interaction clicked paid search ad and converted• Natural Search drives 35.1% unassisted conversions

Note – paid search impressions are excluded from the model by default

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52% of assisted conversions were from displayBy Channel

• Display (Image and Simple Flash) drove over 51.8% of total assisted conversions

• Natural Search (SEO) – 13.0% of total assisted conversions• Paid Search – 35.2% of total assisted conversions• Evidence demonstrates the Display Channel playing a critical role in

assisting conversions

Display Natural Search Paid Search0%

10%

20%

30%

40%

50%

60%52%

13%

35%

Assisted Conversions

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90% of one publisher’s assisted conversions are click through

• Publisher #1 drove the most click-through assisted conversions (14% more than Publisher #9)

• Publisher #1 also performed well in (last interaction model) generating clicks which may lead to conversions

Publisher #1

Publisher #2

Publisher #3

Publisher #4

Publisher #5

Publisher #6

Publisher #7

Publisher #8

Publisher #9

65%70%75%80%85%90%95%

90% 88% 88% 88%84% 84%

79%77% 76%

Click Through Assisted Conversions

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Results differ significantly by model

Summary by channel

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Performance summary by channel

• Overall display results all under 1.0, which could result in a loss of <0.49% conversions if we spend 1% less in that channel

• Natural Search marked the highest return in all models

• Performance of Paid Search return exceeds investment in three models and breaks even in the other three

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Site Floodlight Last Interaction First Click First Interaction Linear Time Decay

Publisher #1 1.28 1.28 1.24 1.45 1.17 1.12Publisher #2 0.99 0.87 0.92 0.78 1.02 1.06Publisher #3 1.22 0.98 0.91 0.69 0.96 1.01Publisher #4 0.80 0.77 0.82 0.82 1.30 1.33Publisher #5 0.74 0.81 0.78 0.71 0.75 0.76Publisher #6 1.43 0.99 1.17 1.07 1.29 1.33Publisher #7 2.09 2.00 1.69 1.69 2.95 3.06Publisher #8 1.71 1.49 3.59 2.08 2.04 2.12

ROAS

Performance by publisher (Display)

Channels Not Performing

Publisher #2

Publisher #3

Publisher #4

Publisher #5

Channels Performing Well

Publisher #1

Publisher #6

Publisher #7

Publisher #8

We are also able to conduct this level of analysis at a site, pan-campaign or creative level

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What we learned

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Key learnings

1. Define The scope

Start simple, then iterate

Create a roadmap and stick to it

Timing is important

3. Tagging strategy is critical to success

Don’t just whack tags on the site

Do plan the conversion strategy

4. Understand the tech

Invest resource to understand the capabilities

Tech moves fast

Test and Iterate

2. There are many stakeholders

Assign an owner

Get buy-in from stakeholders

Set expectations – its an ongoing process

OVERALL: it will take longer than you think, but its worth it!

AH Review

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“It was worth the effort just to get a better view into what was really happening off the back of our digital investment.

Everything in this space is measurable, we just had to decide what was important to our business and align everything to discover what we wanted to know.”

Gerrit Walters – Brand and Advertising Manger, Kia Motors Australia

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What do we differently now? Reliable, data informed decision making

• Viewing the whole picture

• Consider substantiated alternatives

• Apportioning appropriate credit

• Incorporating these learnings ongoing

• Campaign tracking tweaks

• We’ve moved beyond last click

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We’re Looking Forward…

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Next steps from here

• A custom digital attribution model

• Deep dive into individual conversion events

• Apply weighting and value to events and conversions

• Re-define the customer purchase funnel

• Incorporate creative performance

• Ad-Visibility to conversion

• Cross device conversion??

• We will carry on testing & learning…Image Credit: http://takingtheyoke.blogspot.com.au/2011/04/guest-post-leaving-our-home-church.html

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Thank You

Questions?

• Presentation: http://goo.gl/otRUll

• Questions on twitter: #atds | @rhysmwilliams | @y0z2a