BrightEdge Share15 - DM102: Email & Marketing Automation - Rodrigo Fuentes

Click here to load reader

  • date post

    14-Apr-2017
  • Category

    Marketing

  • view

    137
  • download

    0

Embed Size (px)

Transcript of BrightEdge Share15 - DM102: Email & Marketing Automation - Rodrigo Fuentes

  • The leading industry event by digital marketers for digital marketers

    powered by BRIGHTEDGE

    Understanding Display and Marketing Automation

    Accurately Measuring Your Display Advertising

    Post-View Conversion Report #FTW

  • @brightedge #share15

    Rodrigo Fuentes

    Founder & CEO

    Engineer IP Lawyer Entrepreneur

  • @brightedge #share15

    Half the money I spend

    on advertising is wasted;

    the trouble is

    I don't know which half.

    John Wanamaker

  • @brightedge #share15

    Have we solved this problem?

    First-Click

    Last-Click

    Multi-Click

  • @brightedge #share15

    Clickers

    arent

    buyers,

    and buyers

    arent

    clickers.

    Display Ad Clickers Are Not Your Customers, Konrad Feldman, Quantcast Whitepaper 2012

  • @brightedge #share15

    What about

    long, considered

    purchase cycles?

  • @brightedge #share15

    Post-View Conversion Report #FTW

  • @brightedge #share15

    Measuring impact of display advertising

    even where prospects do not click on ads.

  • @brightedge #share15

  • @brightedge #share15

    28%

    Conv.

    Rate

    18%

    Conv.

    Rate51% Lift in Conversion Rate

  • @brightedge #share15

    DIY Project

    Break Out the Spreadsheets

  • @brightedge #share15

  • @brightedge #share15

    Add unique_id

    to your forms

  • @brightedge #share15

    Export data,

    including

    unique_id

    and

    impressions

  • @brightedge #share15

    Export CRM data,

    including

    lead status

    and other fields

  • @brightedge #share15

    Unify ad and CRM data with VLOOKUP formula

  • @brightedge #share15

    Map CRM statuses to

    funnel stages

  • @brightedge #share15

    Calculate conv. rates and percent change

  • Practical Takeaways

    @brightedge #share15

    The impact of display advertising goes beyond clicks

    Measure that impact using post-view conversion reports

    You can do this with simple analytics and spreadsheets

    Enlist support from your development team

  • @brightedge #share15

    Bonus

    Repeat this analysis to calculate impact on sales velocity