E-commerce Berlin Expo 2017 - Data-driven e-commerce – Otto Group in a changing world
E-commerce Berlin Expo 2017 - The future of Facebook performance marketing – customized solutions
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What’s the Future of Marketing on Facebook? Peter Podolinsky
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Transcript of E-commerce Berlin Expo 2017 - The future of Facebook performance marketing – customized solutions
What’stheFutureofMarketingonFacebook?
PeterPodolinsky
PeterPodolinskyROIHUNTER
Twitter@PeterPodStandE10
TODAY’SMARKETERSSUFFERFROMOVERLOAD
Technical knowledge
Skills
Experience
1 2 3 4
Data Technologies Attributionmodels Measurement
Dataallovertheplace
CRM
FEED
Toomanytools&technologiestomaster
Attributionmodelsdon’tmatch
• BasedonFacebookPixel
• Eachclickedorviewedad
• 1/28dayattributionwindow
• Abilitytotrackcrossdevice(FBID)
• BasedonGoogleCookie
• Lastclickedonly
• 6monthsattributionwindow
• Notabletotrackcrossdevice
Crosschannelmeasurementcomplicated
CUSTOMIZATIONTAKESPLACETOACCOMMODATE
GROWINGNEEDS
Increaseddemandfor3rdpartyapps
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Google Trends Interest Coefficient for ”Facebook Ads Trends”
7 per. Mov. Avg. (Interest coeficient)
DATAINTEGRATEDINTOONEPLATFORMGIVE
BETTERINSIGHTSFASTER
Dataintegrationswithothersystems
CRM ERP BI TOOLS
AUTOMATIONSPEEDSUPWORKANDISLESSRESOURCEHEAVY
Automatedadmanagement
Audiences Templates Rules Optimization
SOINSTEADOFFOCUSINGONMANAGEMENTOFCAMPAIGNS,
MARKETERSCANFOCUSONRESULTS
Optimizationtowhat’simportant
Conversions Engagement Reach Recall Metricsfromotherdatasources
Personalizedmarketingatscale
websitevisitorsgetfrustratedwithwebsiteswhencontent,offers,ads,promotions,etc.appearthathavenothingtodowiththeirinterests(Source:Janrain,)74%
Valueofsimplicityincreases
FUTUREOFPERFORMANCEMARKETINGONFACEBOOK
Willperformancemarketersbereplacedbyalgorithms?
• Embracenewtechnologies• Hedgeyourbets• Don’tgettoofaraheadofyourself
• Buildperipheralskillsets
HowMarketersCanPrepare
Ecosystemofspecialistpartnershelpmarketersfromgoingmad
Goodadsgotoheaven…
… badadsnevershow!
PeterPodolinskyROIHUNTER
Twitter@PeterPodStandE10
