Online Marketing Meetup ,Manchester

OnlineMarketingMeetup
Ecommerce. Delivered.
3rd April, 2019
MSP, Manchester Technology Centre
Hosts:
Richard Gregory
https://www.richardgregory.co.uk/
Elena Williams, Sarah Wilding, Jonny
Mangas, Lee Mason
PushON
Sponsored by
#OnlineMarketingMeetupMcr
@PushOnltd
@PushOnltd

@PushOnltd
Agenda
17:45-18:15 Attendee registration, welcome drink
18:15 Introduction from Richard Gregory
18:30 Ceri Francis, Music Magpie: Measuring Facebook
18:55 Denise Maskew, United Utilities: A Look At Marketing From Inside A
Corporate Organisation
19:15 Food/Drinks
19:30 Ben Wilkins: The Revolution In Out Of Home
19:55 Gareth Hoyle: Driving Digital Clicks To Your Physical Bricks
20:15 Closing the event and Informal gathering, drinks
Sponsored by

@PushOnltd
Ceri Francis
Music Magpie
Sponsored by

Summary
Defining the problem
Briefly, on the Facebook Pixel
Measurement options overview
• Attribution window comparison
• Promo codes in Ads
• Regression analysis
• A/B Testing
• Facebook Marketing API
• Bayesian structural time series
Questions

Facebook Says: Campaigns are doing great

…which leads to trust issues

Unrelated Mark Zuckerberg Publicity Photo

Facebook Pixel: Common Problems
No transaction IDs – and against TOS to send them?!
Can’t validate the accuracy of pixel implementation
Agencies with poor understanding of measurement add their pixel to
the site
Multiple pixels duplicate event based conversion reporting
Non-specialists try multiple methods of implementation (e.g. dual
implementation in Shopify, + a tag manager)
Duplicate pixel triggers cause duplicate conversion reporting

Resource Cost Robust Results
Regression Analysis
“Look at the Pixel” & compare attribution windows
Facebook Lift Analysis (Marketing API)
Machine Learning (e.g. Bayesian approach)
Audience Based A/B Testing
Measurement Approaches
Reliance on Facebook Platform
Promotional codes in Ads

“Look at the pixel” – Attribution Comparison
How it works
1. Customise columns in “Ad Manager” or “Ad Reporting”
2. Click window comparison and select as appropriate

“Look at the pixel” – Attribution Comparison
Summary
Advantages Disadvantages
 Easy  Wholly relies on Facebook platform data
 Allows closer comparison to other Display
platforms attribution windows
 If using for optimisation, more time consuming/
less efficient measurement
 No cost

Promotion Codes in Ads
1. Setup promotion codes
2. Setup reports and calculate CoS, CPA etc.
3. If possible, automate
How it works
Campaign Spend Code Redemptions Revenue CPA CoS
Campaign 1 £250 26 £1170 £9.61 21.4%
Campaign 2 £150 21 £1203 £7.14 12.5%

Promotion Codes in Ads
 No reliance on Facebook platform to track results  Dependence on customer recall of the code
 Allows daily optimisation  Difficult to factor into multi-touch attribution
models
 Efficient and reliable method of measuring FB-only
promos
 Campaigns are incentivised so results cannot be
generalised to non-promo activity
 May require marketing budget for voucher codes
Summary

1. Allocate significant portion of marketing spend over 1+ months to Facebook
2. Define two randomised audiences
3. Run campaign: pick which group to serve ads to, and exclude the other from targeting (“Treatment”
below).
4. Evaluate results (typically frequentist t-test unless you have a statistician) once significance is reached
How it works
Test Group Facebook Reach Sales Revenue AOV
Reach Estimated
Conversion Rate
Control 163,567 20,300 £701,568 £34.56 12.4%
Treatment 158,392 18,700 £649,825 £34.75 11.8%

 Analogous to CRM marketing testing when
targeting existing customers
 New customer acquisition less reliable as may
require some reliance on Facebook reach metrics
 Gives a view of the incrementality of Facebook
beyond PV/PC attribution
 Some problems including results in direct-response
based attribution models
Summary

Regression Analysis
1. Allocate significant portion of marketing spend over 1+ months to Facebook, in a low-variance period
2. Define two randomised audiences (optional, useful for high variance periods)
3. Analyse results once significant
How it works

Regression Analysis
Example
Significant predictor @ 99%
Explains 16% of variance
Correlates strongly with orders
Not significant predictor (<90%)
Explains 7% of variance
Correlates minimally with orders

Regression Analysis
Summary
Good solution for brands with fairly “static” sales
trends
Difficult to isolate Facebook performance when other
variables at play, e.g. seasonality
Gives a view of the incrementality of Facebook
beyond PV/PC attribution
Some problems including results in direct-response
based attribution models
Goes further than other methods to answer:
“what should the FB budget be?”

Marketing API
1. Randomise customers into “cells” (test groups)
2. Include customers eligible to see ads in both groups
3. Facebook will measure outcomes in both groups
4. Significance and incremental lift are calculated
How it works

Marketing API
Summary
 Best measure of eligible reached customers  Wholly activated within the Facebook platform
 Combines statistical validity with accurate source
data
 High resource cost if done without assistance from
FB
 Easy reporting as all data held in Facebook  Can be run by FB AMs if spend is high enough, but
then no view of result calculations
 Gives a view of the incrementality of Facebook,
including for offline sales

Marketing API
https://developers.facebook.com/docs/marketing-api/guides/lift-studies
- Facebook guide to lift studies
“Designing Experiments to Measure Incrementality on Facebook”
- Bryan Liu @ Asos, et al
“A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook”
- Brett R. Gordon
Further Reading

Bayesian Approach (Causal Impact)
1. Add time-series predictors of measured KPI and determine time-series predictors of performance
2. Specify control group for use as a predictor (optional + dependent on situation)
3. Run test and pass results through the determined model to estimate the impact of the
intervention(marketing campaign) in the post-period
How it works
1. Adrian Colyer, https://blog.acolyer.org/2016/03/03/inferring-causal-impact-using-bayesian-structural-time-series-models/
1
Campaign Period

Summary
 Strongest prediction power of all listed methods  Resource cost very high
 Additional insight into predictors for your business  Complex to setup and run
 Requires a strong signal (often high spend) to be
valid

Application of the method
https://blog.acolyer.org/2016/03/03/inferring-causal-impact-using-bayesian-structural-time-series-models/
R Library by Kay Brodersen @ Google
https://google.github.io/CausalImpact/CausalImpact.html
Python Port (incomplete) by Jamal Senouci @ dunhumby
https://github.com/jamalsenouci/causalimpact
Further Reading

Ceri Francis - Analytics Specialist
https://uk.linkedin.com/in/cerifrancis
https://twitter.com/ceri_francis_

@PushOnltd
Denise Maskew
United Utilities
Sponsored by

Manchester
Marketing Meetup
A view from the
inside
Denise Maskew

How best to support each other
⊗ Live and breathe the brand
⊚ Take the time to understand the brand and the industry
⊚ … and take the time to teach us yours
⊗ Agree on deliverables, time frames, outcomes etc up
front – and how to communicate when things change
(on both sides
31

⊗ Help us brief properly and understand the results we
may see (with budget options)
32

⊗ Understand how seemingly small changes can have
big operational impacts
⊗ There is an art to keeping on top of us to deliver what
we need to versus driving us up the wall with
requests
⊗ When you pitch… don’t just send the A team, we
want to meet the people we will be working with
⊗ Give us the confidence to be brave and less risk
averse
33

And of course we are massively jealous you can wear
jeans and use Macs…not just on Fridays
34

THANKS!
Any questions?
You can find me at:
@denisemaskew
Linkedin - denise-maskew

@PushOnltd
Ben Wilkins
Regital
Sponsored by

Ben Wilkins
Managing Director
THE REVOLUTION IN OUT OFHOME

WE NUDGE PEOPLE IN THE RIGHT
DIRECTION

All screens are created equal..

…but some are bigger than others
76%More Eyecatching
2xMore Noticable
55%More Relevant
PERSONALISED vs NON

RADICAL CREATIVE
POSSIBILITIES

WHAT DOES THE FUTURE
LOOK LIKE

#gourmetmurderkitchen
like a “bad dream”
body shaming

@PushOnltd
Gareth Hoyle
Marketing Signals
Sponsored by

#clickstobricks | @mrketingsignals | @search_magician

Driving
Digital Clicks
To Your
Physical Bricks.

01.
02.
03.
Contents.
Why the high street is still
important. And always will be.
Driving targeted footfall to your
physical locations.
Measuring success from your
digital marketing spend.

Why the high street
is still important.

In November 2018, pre-Christmas
internet sales accounted for only 20%
of retail spending in the UK.
https://ons.gov.uk/

Figures for September 2018 show
UK in-store sales declining 2.7%
compared to September 2017.
BDO’s latest High Street Sales Tracker (HSST)

The way we shop
has changed.

The high street
has changed.

Yet many activities still
involve visiting a
physical location.

High Street
Gym/Fitness Centres
Hairdressers/Salons
Internet Cafes
Restaurants

The high street
is going to exist for a
long time yet.

The challenge -
Customer behaviours
have changed.

Search...
In-store
Online
Mobile
Call
Centre

• Unbranded Search
• GDN
• YouTube TrueView
• App Promotion Ads
• Video Ads
• Call Only Ads
• Branded Search
• Shopping Ads
• Local Inventory Ads
• Customer Match
• Dynamic Remarketing
• Remarketing List
• Reach & Frequency
• Lookalike audiences
• Video Ads
• Website Traffic
• Mobile App Installs
• Lead Ads
• Website Conversion
• Dynamic Ads
• Store Visits
• Dynamic Ads
• (Upsell & Cross-sell)
Your Customer’s Journey.
CurrentCustomers
NewCustomers
Awareness
Consideration
Buy
Loyalty
Advocacy
• Customer Conversions
• Custom Audiences

It is a tough trading
environment.

Rents, tax rates and
staffing is expensive.

Every £ needs to be
invested carefully.

Every £ needs to be
measured.

What gets measured
gets managed.

Driving footfall to your
physical locations.

Awareness Consideration Buy
Before they go
Whilst In-store

Before they
go to the shops.

Online Market
Research.

Reach a relevant audience by
identifying interests and overlaying
with demographics.
Demographic &
interest targeting.
Interests
Gender
Age Range
21-42
Awareness Consideration Preference Buy Loyalty Advocacy

Reach a relevant audience by
targeting specific job titles, functions
and skills.
Job title targeting.
Job Title
Industry
Skills

All customers are NOT equal.
20% 60% 20%
Non-Profitable
Customers
Profitable
Customers
Very Profitable
Customers
Numberofcustomers
Time

Location extensions on your search ads.
Show them where the
location is whilst they are
searching online

Show adverts in the local map pack.
Increase the visibility of
your local business within
Google Maps.
The easiest way to the
top of the map pack.

Drive store visits direct from PLA ads.
Label adverts when the
user can visit a store and
see the physical product.

Local inventory listings from PLA ads.
Let local users know that
your shop has the items
that they're looking for, at
the moment they search.

Physical customers can be
encouraged to mention the store they
visited in their online review.
Adds another layer of trust to
influence others to visit.
QR code on a receipt and a voucher?
Online reviews via
physical customers

Whilst they
are at the shops.

Direct the user straight to a phone
call, skipping the website visit.
Also show the physical location to
drive footfall
Click to call ads.

Encourage footfall into
your local business with a
specific message or offer
within your Google Maps
listing.
Promoted pins.

Local awareness ads.
Reach Facebook and
Instagram users who are
within a certain radius to
drive footfall to your physical
locations.

Reach Facebook and Instagram users
who are currently at a certain location
by dropping a pin on the precise
coordinates of the physical location.
One of the most under used tactics in
most campaigns.
Social pin drops.

Minimum targeting = 1KM
Laser target users.

Minimum targeting = 1KM
Add exclusion zones to the mix...
Minimum targeting = your house!
Or
A competitor's business.
Or an event you are attending
where your potential clients may
be.
Laser target users.

Here is the beautiful end result.
Run special offers - Maybe use a
rival business name as the
voucher code.
Perfect to steal competitor and
drive local footfall
Laser target users.

Give users a reason to
visit your locations.

Measuring Success.

Ad platforms provide us with tools.
Offline Conversion Tracking /
Store Visits Report (GA)
Customer data must be shared.
Offline Event Tracking

Ad platforms provide us with tools.
1. A logged-in
Google/Facebook user
clicks on a search/social
ad before visiting store.
2. Customer
information gathered
via loyalty scheme,
product activations or
e-receipts.
3. Transaction data
with associated
customer data is
uploaded to Google
Ads/Facebook.
4. Transaction
data is matched
with search/social
ad click from
logged-in user.
Instore Purchase
Attribution

Customer match needed
We only get a positive result if
the data we collect matches
what the ad platforms hold.
Most people only have 1 email
address and phone number.

Key identifiers to collect.
Email Address Telephone Number Customer Number

Voucher generated online to be used offline.

Some food for thought…..
Would it be worth offering a
voucher code in store in order to
track those customers who are
“showrooming” you?

Loyalty cards work. People love free stuff.

e-Receipts.
Use the “green” angle and
help save the planet.
Easy and non-obtrusive
method of data collection.
Can be used in a variety of
different high street settings.
No guarantee they give you
their correct email address.

Follow up contact.
More convenient for the
customer to be reminded.
Grants permission to contact them
with special offers and discounts.
Very high chance they will give
you the correct details.

You are giving the customer
something in exchange for data
Grants permission to contact
them - cross sell products.
No guarantee they give you
their correct email address.
Offer free Wifi.

Attribute footfall in your real
world locations to online
marketing activity.
Too many privacy concerns for
this to work at the moment.
Beacon project.

It is not an easy
journey.

I hope I have taught
you all at least 1
thing today.
Download this presentation:
http://seo.im/clickstobricks
@mrketingsignals | @search_magician

@PushOnltd
OnlineMarketingMeetup
Thank You!
We look forward to seeing you
next time! Sponsored by

Online Marketing Meetup ,Manchester

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