Ad:Tech Data Summit - Sydney | 2013

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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

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

2. Dont worry about all the notes Rhys Williams Head of Media Technology Solutions, AU/NZ, Google @rhysmwilliams Andrew Hughes Director : Innovation & Technology, Reprise Australia @y0z2a Shortcut to this presentation: http://goo.gl/otRUll Questions on twitter: #atds 3. confidential agenda 1.The Problem 2.The Solution 3.The Results 4.What We Learned 5.Looking Forward 4. 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/ 5. Snapshot: Kias tech journey 2012 Many Many Many Tags Multiple Ad Networks AdTech Ownership Varied Success Metrics Lack Of Agility Discrepancies Reliant on GA 6. Snapshot: Kias tech journey 2013 Digital Measurement Focus Tag Management Consolidated 50 Tags Platform agnostic conversion New CMS & Standardisation Mobile Enabled Clear Tech Roadmap 7. 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 8. 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? 9. Confidential The Strategy So what did we do? 10. c Chefs dont use blunt knives And the best chefs invest in their knives, and are trained how to use them Image Credit Fruit Ninja 11. Consolidate measurement and tracking in a unified platform DFA DBM DFA/DBM DS Google 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 12. Developed a strategy for conversions Kia 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 13. Got the right resources onboard And 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 14. Ask: How do my channels work together? Top Paths with Channel Grouping Remarketing, Generic Search and Display consistently supported branded search Confidential 15. Used the attribution tools available Attribution modeling built right in to DoubleClick 16. 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 17. Choose from six built-in models in DFA 100%100% First Click or Impression All value assigned to first interaction Last Click or Impression All value assigned to the last click 20% 20% 20% 20% 20% Linear All value assigned evenly across clicks 0% 10% 15% 25% 50% Time Decay Value 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% Floodlight Use as a baseline for comparison Based on last-click wins 18. 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 19. Confidential Results Enough theory show me the numbers! 20. New tech launched: Nov12 Jan 13 All driving to the new website 21. Top line results and insights; in summary Key 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 publishers assisted conversions were click-through 22. >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 42.60% 13.10% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 1 2 3 4 5 6 7 8 9 10 11 12+ % Conversions 23. 87% of unassisted conversions were from search By Channel 12.10% 35.10% 51.40% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% Display Natural Search Paid Search % 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 24. 52% of assisted conversions were from display By 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 52% 13% 35% 0% 10% 20% 30% 40% 50% 60% Display Natural Search Paid Search Assisted Conversions 25. 90% of one publishers 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 90% 88% 88% 88% 84% 84% 79% 77% 76% 65% 70% 75% 80% 85% 90% 95% Publisher #1 Publisher #2 Publisher #3 Publisher #4 Publisher #5 Publisher #6 Publisher #7 Publisher #8 Publisher #9 Click Through Assisted Conversions 26. Results differ significantly by model Summary by channel 27. Performance summary by channel Overall display results all under 1.0, which could result in a loss of