The New CMO - Mark Krebs, Covario
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22-Oct-2014 -
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Transcript of The New CMO - Mark Krebs, Covario
The New CMO – Cross Media Optimization
Craig Macdonald, CMO and SVP of [email protected]
Relationship between Paid and Organic Search
• Loss of traffic during test• Measurement confounded by
other factors– Cyclical patterns– Other marketing actions
(yours and competitors’)– Economy, weather, etc.
Relationship between Paid and Organic Search
y = -0.9473x + 0.0949
8.0%
8.2%
8.4%
8.6%
8.8%
9.0%
9.2%
9.4%
9.6%
9.8%
10.0%
0.0% 0.2% 0.4% 0.6% 0.8% 1.0% 1.2% 1.4%Paid CTR
Org
an
ic C
TR
Relationship between Paid and Organic Search
Conclusion
• Measurement of keyword level performance for paid and organic with tagged landing pages
• Requires experimentation
• Result: 15–20% of paid search spending is mis-targeted
Affiliate Programs
Affiliate Programs
Affiliate Programs
Paid Organic
• 50% rev increase January over November
• Daily average revenue increase 150% from November to January
• Conversion rate increase up 34%
• 50% rev increase January over November
• Daily average revenue increase 150% from November to January
• Conversion rate increase up 34%
Conclusion
• Tagging for affiliate vs. direct traffic required
• Requires experimentation
• Result: 35% higher returns for 33% less cost
Display and Search
ROI impact of synergized TV-Search marketing — SuperBowl
Online Offline
Online Offline
• Search campaigns launched with consistent messaging
• Huge ad relevancy, traffic, and ROI gains seen immediately
• Traffic lift persisted beyond ad flighting
500% CTR increase
20% Showed Purchase
Intent
TV Spots
Challenges
• Testing and experimentation expertise
• Flexible measurement environment
• Governance structure
• Incentives
What Has Changed?
• Digital growth at 5–10% level (down from 35%+ growth)• NO headcount increases• Squeeze 15% cost improvements out of programs• 3 month payback periods, max
DJIA NASDAQ
Maturity Model
Fragmentation
Channel Specific Process
Channel Optimization
Centralization
Cross Media Optimization
Cross Media Optimization
Portal
Web, Email, Personalized Reports
Platform
Security, Administration, Business Rules, Workflow
Database
Multi-Dimensional, OLAP
Data Integration Platform
Modular Applications
Search, Display, TV, Print, Social Media, etc
Dir
ec
tC
ha
nn
el
Search
SearchMobile
Content Targeted
MagazinesTrade PubsNewspapers
Display
VideoBanners
Rich MediaGadgets
Social
Community SitesBlogs
Radio
CommercialSatellite
TV
NetworkCableDigital
Cross MediaOptimization
Predictive Modeling
Ability to develop forecasts of outcomes to marketing events
Constraint-based Optimization
Impact analysis on how budget and inventory constraints limit goal attainment
Scenario Analysis
Ability to conduct “what if” analysis to determine impact of strategic changes
Deployment
Integration with execution systems to enable optimal strategies
Getting Started
• Investment in web analytics
• Develop experimentation strategy
• Digital Center of Excellence
• Build success and knowledge — then scale