Inspire 2014 – Kristalytics: Maximizing Net Revenue in Digital Marketing Platforms
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Transcript of Inspire 2014 – Kristalytics: Maximizing Net Revenue in Digital Marketing Platforms
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Maximizing Net Revenue in Digital Marketing Platforms
Ben MorrisPresidentKristalytics
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Ben Morris
• 21 Years of Database Analytics, Research, and Geographic Site Selection Experience
• 32 Years of Advertising & Marketing Experience
• 12 Years of Digital Marketing Experience
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Leveraging Geography for Digital Marketing Platforms
• Works for any Geo-Targeted Source of Traffic that can provide Impressions, Click, Conversion and Geographic Data
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Could Not Do Without Alteryx
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Typical Campaign Stats
• 384,442,586 Impressions
• 650,252 Clicks
• 5529 Conversions
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Any Digital Campaign Creates
• Impressions
• Geographies for those Impressions
• Click/No Click
• Cost
• Conversion
• Revenue
• Gross Profit
• Net Profit
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20% Spend by Geography is 60% Net Profit
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Impressions Per Household
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CTR
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Impressions vs CTRBig Difference by Geography
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Conversion Rate
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Tirekickers: Conversion Rate vs Clickthru Rate
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Cost Per Conversion
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Profit Per Market
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Typical Campaign Stats
• 19% of the Impressions• 21% of the cost and• 57% of the Net Revenue
Come from 20% of the Top Metros
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Typical Campaign Stats
• 16% of the Impressions• 33% of the cost and• -17% of the Net Revenue
Come from 19% of the Bottom Metros
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THANK YOU!