How to use Online Marketing Technology to Improve Campaign Performance - Lowes.com, Resolution Media
•
2 likes•1,111 views
How to use Online Marketing Technology to Improve Campaign Performance This session will share practical suggestions for getting the most out of the available online marketing technologies including web analytics, ad exchange management and search marketing bid management. * Dawn Deal, Online Marketing Manager, Lowes.com * Jeff Campbell, VP, Account Director, Resolution Media. (@CJeffCampbell)
![Online marketing is shifting from Broadcasting to “Narrowcasting.” Decisions are made in real-time…are you ready? ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (12)
Similar to How to use Online Marketing Technology to Improve Campaign Performance - Lowes.com, Resolution Media
Similar to How to use Online Marketing Technology to Improve Campaign Performance - Lowes.com, Resolution Media (20)
More from Online Marketing Summit
More from Online Marketing Summit (20)
Recently uploaded
Recently uploaded (20)
How to use Online Marketing Technology to Improve Campaign Performance - Lowes.com, Resolution Media
- 1. Online Marketing Summit CHARLOTTE | JULY 16, 2010 Improving Online Marketing Performance: Aspirations vs. Reality Dawn Deal, Jeff Campbell,Online Marketing Vice PresidentLowes.com Resolution Media DawnDealCJeffCampbell 1
- 3. Defined rigor for ongoing optimizations with technology at the center
- 4. Custom models for audience segmentation
- 5. Mining data for unseen patterns of success7/16/2010 2 The online marketing world is evolving…
- 7. 7/16/2010 4 To reach the new consumer... Radio Video Social Media IP TV Rating Sites TV Blogs Search Widget Call Center OOH In-Store Consumer Share Interact Inform Connect Awareness Mobile UGC Email Print Virtual Worlds Games Lead Gen Direct Mail Banner
- 8. With no shortage of technologies Ad-Servers, Rich Media Vendors & Dynamic Creative Web Analytics Attitudinal & Buzz Site Optimization Tools Authentication, Verification & Audience Online Video & Mobile
- 11. Creative and Landing Page Testing
- 17. Automated Alerts
- 18. CTR
- 20. CPC
- 21. Clicks / # of VisitsCompetitive Advantage
- 22. Data Collection & Aggregation 7
- 23. Stocks, Search, & Display Stocks Search Display Investment Managers Research, Insights, Intelligence “Campaign” Management Tools Inventory Platforms
- 25. Different goals, different tracking methods
- 26. Impression vs. click-based, latency periods
- 27. Where is the data? Onsite, agencies, publishers, technology?9 Data Aggregators & Tracking Methodologies
- 28. Web Analytics: Centralized Tracking PPC Keyword Advertising Display Email Newsletters SEO (Natural), Referral Traffic
- 29. 7/16/2010 11 Advantages of Centralization in WA
- 31. Prevalence of free analytics solutions
- 32. Expanded analytics services and integrations
- 33. Forrester Research Web Analytics Model, March 2009 (US)Online Measurement has Recently Exploded
- 35. Solution: pixel-less tracking or universal container tags
- 36. Web Analytics isn’t always accurate
- 37. Management of vendors/agencies is time consuming & difficult
- 38. Legal issues with data appends
- 39. Data centralization & measurement is hard!7/16/2010 14 Reality Check
- 40. Marketers Recognize Their Own Limitations 49% at or below average 75%at or below average 67%at or below average
- 42. The challenge is—and will continue to be—made further complex by the vast volume of information generated by digital campaigns“Trackability” vs. “Accountability”
- 43. Insights & Actions from Data 17 “Data is only as powerful as the actions taken from it”
- 44. Dashboards, Dashboards, Dashboards 7/16/2010 18
- 45. Key Performance Indicators (KPI’s) Interaction Time CTR = Click Through Rate Post View Clicks Awareness Time Spent Bounce Rate Impressions Frequency Latent Buzz Intent eCPM = Effective Cost Per Thousand Post Click Views Interaction Rate Attributes Engagement Delivery | Impact | Efficiency
- 48. Capture all integrated efforts into reports
- 49. New content on site?
- 50. Launch of traditional media campaign
- 51. PR or News Events
- 52. Don’t just show stats… Show change!7/16/2010 20 What to Look For in the Data
- 53. Cross-Media Insights and Optimization
- 54. Audience Clarity & Targeting
- 55. Platform selection will either empower strategies or limit them Technology as Enabler of Insights and Actions
- 57. Determines each keyword’s ideal position of maximum yield given ROAS, conversions, sales goals, etc.
- 58. Uniquely gathers real-time information across keywords – reacts to CTR, conv rate, revenue, and market changes to drive efficiency and scale
- 59. Path to conversion keyword/cross-media attribution modeling
- 60. Integration with Doubleclick , Atlas, CoreMetrics and other 3rd party technologies
- 62. Better clarity into budget allocation across channels and portfoliosROAS/Diminishing Returns Tools and Methods
- 64. Automatically expands original queries that convert
- 65. Unified Negative Management system ensures waste is reduced SEARCH PLATFORM Automatically adds “business inkjet 1000” as exact match In Search Platform Broad match: “inkjet” In Search Engine Original query: “business inkjet 1000” Resulting sale @ OfficeDepot.com Sale: $38.99 Real-time Levers To Drive Targeting & Efficiencies
- 66. Highly Relevant, Increase Quality Score & ROI + Massive Automation & Time Savings Product Attributes Promotion Inventory Category Price Brand Category = Power Drills Product type = Tools Brand = Bosch Promotion = 10% Off Price = $179 Inventory = 3 URL= 12345678 Bosch Cordless Drill at Lowes® Shop for Bosch Drill and Bits 10% Off $179 Only 3 Left! www.Lowes.com/Cordless_Drills Auto Keyword Expansion Brand Brand + Category Brand + Product Type Category Category + Product Type Category + Style + Product Type Deep linking www.lowes.com/Tools/Power Drills/12345678 Inventory Optimization - Lower ROI by 20% if inventory above threshold - Raise ROI by 20% if inventory below threshold - Increase price by 20% if inventory below threshold Integrate product inventory to change bids, generate dynamic text ads, add new keywords and pause ad-groups automatically. Real-time Levers Beyond Bidding
- 67. Mar 18, 2010 11:57 AM Mar 21, 2010 2:05 AM Mar 23, 2010 5:00 PM Mar 23, 2010 5:02 PM Mar 23, 2010 5:03 PM Mar 24, 2010 1:38 AM Mar 24, 2010 9:25 PM Mar 26, 2010 3:54 AM $458 Last Click Attribution? Share The Love…In Search
- 68. 1 2 3 4 Last Click Attribution? Share The Love…Out-of Search
- 70. Saturate paid search advertising in test markets
- 71. Go ‘dark’ in control markets
- 72. Test for 3-4 weeks; plus standard latencyTest Markets
- 74. Small shop = limited resources, may not have access to data
- 75. The data is only as strong as its weakest link – all your systems need to be strong
- 76. You want data – be prepared to embraced it - like it or not!31 Online Marketing Drives Offline Sales
- 78. Media mix modeling requires buy-in from many different departments
- 79. Centralized databases = IT Queues & Prioritization
- 80. Online to Offline isn’t easy to prove, but could be the key to building your programs7/16/2010 32 Reality Check
- 82. Data-savvy e-marketers have a major advantage
- 83. Cross-channel analysis is necessary, including offline
- 84. Technology must speed decision process and enable action7/16/2010 33 What we can agree on…
- 88. 35 Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit
Editor's Notes
- “People” are being targeted vs. websites or search queries.
- There is no linear path to purchase
- Level 1Tell you what happenedTypically summarized metrics that reveal little opportunity to optimize campaignsAre typically manually-managed, and thus are subject to human error and difficult to scaleLevel 2Identify opportunities to optimize campaigns or even inform shifts in strategyLeverage technology more to streamline and scale report development, enabling for more time to be spent on analysisLeverage basic statistics to filter for meaningful informationLevel 3Highly sophisticated use of technology and statisticsTypically highly automated, with most time going towards analysis and testing
- Retargeting, conversion, etc.
- “stealing credit” for acquisitionsPros: Slice & dice cookies, apples to apples comparisons, soup to nuts attribution
- API for optimization
- There is a rich amount of targeting data
- Just because you can measure it, doesn’t mean you should.Volume & Efficiency
- Technology allows for great flexibility from standard rules to fully customizable actions. Test over time to determine which are most effective and aim to mirror decisions made if managed manually.
- Ability to build custom views of data which drive intuitive actionsPath to conversion (in-search keyword trail and out of search path to conversion)Feed-based keyword development/optimization, they have 5000+ products!Anything else that we simply feel is worth touting as technology or approach that drives campaign mgmt/optimization best practices.Since they use CoreMetrics, we need to be prepared to talk integration of this (tagging)Of course, Lowes insights will be discussed here so let’s think of the simple one’s based on Kenshoo/what it provides that ties to campaign performance, testing, etc.
- Path to conversion (in-search keyword trail and out of search path to conversion)Jeff/Erica: Anything else would be good to show that relates.
- How does one test? How do you test other traditional marketing campaigns?