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Better Media Means Better Outcomes and ROI Augustine Fou

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You all knew this, right? The adage "you get what you pay for" never held more than it does in digital media. Buying low CPM impressions doesn't save you money if you spend the same budget. Buying better media so your ads are shown to humans leads to better outcomes. And notice the conversions are done by humans.

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Better Media Means Better Outcomes and ROI Augustine Fou

  1. 1. March 2017 / Page 0marketing.scienceconsulting group, inc. Better media leads to better outcomes Measure Ads Measure Arrivals Measure Conversions 346 1743 5 156 A B 30X more human conversion events • More arrivals • Better quality more humans (blue) good publishers low-cost media, ad exchanges
  2. 2. March 2017 / Page 1marketing.scienceconsulting group, inc. “Humanness” of different sources Organic sources have more humans (dark blue) Conversion actions (calls) are well correlated to humans; bots don’t call
  3. 3. March 2017 / Page 2marketing.scienceconsulting group, inc. Higher quality means lower cost per human Lower quality paid sources mean higher cost per human acquired – like 11X the cost. Sources of different quality send widely different amounts of humans to landing pages.
  4. 4. March 2017 / Page 3marketing.scienceconsulting group, inc. Bifurcate good publishers from others 100% bot traffic “fake (cash out) sites” • No content • Stolen content • Fake content “sites with real content that real humans want to read” Source: DCN/ WhiteOps 2015 “sites you’ve heard of” WSJ ESPN NYTimes Economist Reuters Elle Good Publishers (good business practices) “sites that carry ads”
  5. 5. March 2017 / Page 4marketing.scienceconsulting group, inc. Good publishers have good practices “sites that source traffic” vs good business practices result in good looking data
  6. 6. March 2017 / Page 5marketing.scienceconsulting group, inc. Dr. Augustine Fou – Independent Ad Fraud Researcher 2013 2014 Follow me on LinkedIn (click) and on Twitter @acfou (click) Further reading: 2016 2015
  7. 7. March 2017 / Page 6marketing.scienceconsulting group, inc. Harvard Business Review – October 2015 Excerpt: Hunting the Bots Fou, a prodigy who earned a Ph.D. from MIT at 23, belongs to the generation that witnessed the rise of digital marketers, having crafted his trade at American Express, one of the most successful American consumer brands, and at Omnicom, one of the largest global advertising agencies. Eventually stepping away from corporate life, Fou started his own practice, focusing on digital marketing fraud investigation. Fou’s experiment proved that fake traffic is unproductive traffic. The fake visitors inflated the traffic statistics but contributed nothing to conversions, which stayed steady even after the traffic plummeted (bottom chart). Fake traffic is generated by “bad-guy bots.” A bot is computer code that runs automated tasks.