1. Predictive Marketing: Wie sich auktionsbasierte Werbung optimieren lässt
Niels Jensen | Client Services Director DACH
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2. Meine Oma…
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3. und Heute…
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4. und Heute…
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5. und Heute…
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6. und Heute…
1
―
155.520.000.000
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7. Predictive Marketing: Wie sich auktionsbasierte Werbung optimieren lässt!
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8. Google und dann…
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9. Tracking
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10. Sales Funnel
< IMG 1X1 >
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11. Data Driven Abvertising
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12. Modeling Drives Bid Decisions
POSITION 1
Bid: $5.00
CTR: 4% POSITION 2
CPC: $4.51
Bid: $4.00
Clicks: 150
CTR: 3%
CPC: $3.34
Clicks: 100
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13. Click Forecasting
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14. Revenue Forecasting
USER FLOW: AD
AD MERCHANT TRANSACT
IMPRESSIONS CLICKS CONVERSIONS
CASH FLOW
$CPC %CONVERSION $REVENUE
ctr = clicks / impressions rpc = revenue /clicks
cost = clicks * cpc profit = revenue - cost
cpa = cost / conversions margin = profit / cost
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15. Modeling Provides Accurate Simulations
EF’s robust predictive modeling enables
advertisers to accurately forecast the impact of
budget changes on conversions and key
performance indexes.
CPA
My target Cost/Order is $600. What should my budget be and how $175.05
much revenue can I expect? $268.93
$351.10
$408.13
Lower Budget=$1,750/day
$468.02
$511.32
Cost/Order=$468.02
$564.53
$601.18
$651.27
Current Budget=$3,500/day
$695.73
Cost/Order=$695.73
$732.94
$760.38
$821.96
$827.33
Higher Budget=$5,250/day
$907.59
Cost/Order=$907.59
$947.75
$996.20
$1,028.89
$1,053.01
$1,074.10
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16. Data Driven Advertising & Predictive Modelling
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17. Data Driven Advertising & Predictive Modelling
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18. Predictive Marketing Platform
CHANNEL SINGLE CONVERSION
SEARCH
DISPLAY TRACK
PLATFORM 728x90
INTERACTIONS
300x250
468x60 & ATTRIBUTE Clear picture
ADVERTISER VALUE of conversion events and
BUDGET & DATA attribution of various media
SOCIAL
interaction
X-CHANNEL MODELS …
…
DATA FEED BACK LOOPS ENABLES BETTER OPTIMIZATION
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19. Wer ist der Feind?
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20. Saisonalität YoY
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21. Saisonalität YoY
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22. Saisonalität
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23. Saisonalität
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24. Der Heilige Gral im Online Marketing
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25. Cross Channel Attribution
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26. Wie findet man den “Heiligen Gral”?
MANAGE
BID
SEARCH
SERVE
TRACK
DISPLAY Weekly Profit from Efficient
728x90
ATTRIBUTE Frontier
468x60
300x250
OPTIMIZE
SOCIAL
… PUBLISH Weekly Profit from
… Rules-Based Tool
SUPERIOR
MULTI-CHANNEL
TECHNOLOGY UNPARALLELED
CAPABILITY OPTIMIZATION
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27. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.