Jonathan beeston
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18-Oct-2014 -
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Transcript of Jonathan beeston
ATTRIBUTION ANDOPTIMISATION
Jonathan Beeston, Global Marketing Director
GLOBAL PRESENCE
The biggest global performance marketers choose theEfficient Frontier platform•$1 Billion in annual online marketing spend under management
•Working with 250 leading global marketers
•Over 150 million active keywords
•5 Million bids set, 100+ million models processed daily
•50+ Full-time engineers, 40 Master’s Degrees, 7 PhD’s
•1 Patent granted, 6 patents pending
@efrontierblog.efrontier.com
REPRESENTATIVE OF GLOBAL CLIENTS
TRAVEL RETAIL & AUTOS MEDIA AGENCY & OTHERFINANCE
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“All models are wrong.Some are useful.”
George Box
• On average there are 4-6 touchpoints across before conversion
Date Type Channel Ad/Keyword6/25/2010 16:52 Click Yahoo Search “london hotels”6/25/2010 16:56 Lead - -6/27/2010 13:42 Impression Doubleclick AdX Creative_disp_1.gif6/27/2010 13:42 Impression Doubleclick AdX Creative_disp_1.gif6/27/2010 13:47 Impression Rightmedia Creative_disp_1.gif6/27/2010 13:56 Impression Rightmedia Creative_disp_1.gif7/1/2010 13:42 Click Facebook Creative_FB_1.gif7/1/2010 15:30 Impression Doubleclick AdX Creative_disp_1.gif7/2/2010 11:42 Impression Rightmedia Creative_disp_1.gif7/2/2010 14:05 Click Google Adwords “hotel in london”7/2/2010 15:05 Conversion
WHAT ARE USERS DOING ONLINE?
THE PROBLEM WITH LAST CLICK
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£1,000
£2,000
CROSS-CHANNEL OPTIMISATION
VALUE DISTRIBUTION ACROSS TOUCHPOINTS
Facebook ConversionDirectWebsite
DisplayView
PaidSearch
PaidSearch
0.2 0.2 0.2 0.2 0.2 1
EF EVENT ATTRIBUTION MODELS
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Last
First
Equal
LastMore
FirstMore
Custom
MULTI CHANNEL ATTRIBUTION: INSIGHTS
• Changing attribution changes your budget allocation• Understand the impact before you make the change• Doesn’t really explain interaction effects between
channels• What about time between interactions?
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Channel Equal credit Last Click Bayesian Model
SEM 35% 25% 38%
SEO 25% 50% 22%
Facebook 10% 5% 12%
Display 30% 20% 28%
WHAT IS CROSS CHANNEL OPTIMISATION?
PROBLEM• Determine the right way of spending across all media
channels, accounting for interaction effects acrosschannels to maximise my ROI.
SOLUTION• Dynamically model all cross-channel interaction
effects and apply optimisation algorithms to determinethe correct media mix.
Budget: €€€€€€Multiple Goals:(1) Max Revenue(2) >10,000 Leads
Cross ChannelModeling
BiddableDisplay
SEM
TV
€
€
€€
€€€€
BudgetBids
CROSS CHANNEL OPTIMISATION: THE VISION
Dynamically model
CROSS CHANNEL OPTIMISATION: ONLINE
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Total Marketing Budget: $12,000
SEARCH + OFFLINE
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Collect SEM and TV data
Determine Revenueattribution for the multi-point multi-channel funnel
Build TVModels
Build SEMmodels
Cross Channel Optimizationusing portfolio theory
Cross-channel Efficient Frontier Objective:Given an overall budget, find the best way to bidacross search and TV to get the maximum returnfor the advertising dollar.
SEARCH + TV
CROSS CHANNEL OPTIMISATION
• Our models showthat the optimalbudget allocation ofTV and SEM spendin July would haveresulted in 5% lift.
PRESS + SEARCH
• Typically 6-7 weeks of improved search performance16
IN SUMMARY
• First pre-requisite: Unified Tracking Platform
• Attribution is a partial solution
• Attribution + Algorithmic Optimisation is the solution foranswering the media mix question
• This is a young field! There’s a long way to go!
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THANK YOU
Blog: blog.efrontier.comTwitter: @efrontier; @searchbeest
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