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Advertising Insights through Segmented Analytics - Adobe Summit 2017

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Advertising Insights through Segmented Analytics - Adobe Summit 2017

  1. 1. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ADVERTISING ANALYTICS Segmented Insights in Adobe Analytics & Advertising Cloud
  2. 2. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. David TzauChris Haleua Sr. Product Marketing Manager Sr. Demand Gen Manager
  3. 3. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 STRUGGLING • Manual Repetition • Scattered Data • Limited Accountability • Slow Growth
  4. 4. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 SUCCESSFUL • Balanced Automation • Single Source of Truth • Detailed Audienices • Reliable Forecasting
  5. 5. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 TAKEAWAYS • Unite Hybrids • Simplify Segmentation • Scale Personalization • Measure Impact
  6. 6. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  7. 7. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  8. 8. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Berlin Airlift
  9. 9. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Stability at a High Price
  10. 10. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Amazing Escapes
  11. 11. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Working for Reconnection
  12. 12. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Even the Guards Danced
  13. 13. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. CHALLENGE 61% Better integration of our existing tools 59% Improved data sharing across teams & solutions Winterberry Group Marketing Data Technology, January 2015
  14. 14. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SOCIAL TESTING SEARCH WEBSITE ANALYTICS VIDEO MOBILE DIRECT MAIL EMAIL CALL CENTERPOS DIGITAL MARKETING TEAM SILOS
  15. 15. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15 Overcome Fear Avoid Confusion BEFORE Resist Complacency DURING AFTER
  16. 16. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16 What does basic really mean? BEFORE
  17. 17. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  18. 18. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  19. 19. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Pathing & Fallout
  20. 20. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Averages & Totals
  21. 21. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21 Averages Lie. Segment or Die. BEFORE
  22. 22. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Targeting Analysis Testing BiddingCoverage Structure Life IDEAL COMMON Meetings Training Email Bugs Planning Calls
  23. 23. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  24. 24. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  25. 25. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ONE TRACKING CODE adobe.com/analytics.html ?cid &s_kwcid
  26. 26. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Moment of Truth
  27. 27. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  28. 28. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Drag & Drop
  29. 29. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Segment Types Loyalty Acquisition Engagement Outcomes
  30. 30. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Customer loyalty by Marketing Channel 30
  31. 31. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Using visit numbers to create new/returning visit % new visits segment return visits segment new visits % metric return visits % metric
  32. 32. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Using visit numbers to create new/returning visit % (cont.) 32
  33. 33. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Segment Comparison Panel
  34. 34. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Segment Overlap
  35. 35. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Segment Sharing & Targeting
  36. 36. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36 In An Automated World Only the Hybrids Thrive DURING
  37. 37. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Humans & Machines Both Have a Role to Play
  38. 38. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  39. 39. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  40. 40. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  41. 41. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  42. 42. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Advertising Insights
  43. 43. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Day of Week Spend Distributions at weekly spend of 17500 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Flat 2500 2500 2500 2500 2500 2500 2500 Current 2500 2500 2500 2500 2500 2500 2500 Optimal 2564 2408 2564 2720 3032 2096 2252 Uplift from current to optimal allocation + 2.4%
  44. 44. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Geo Segmentation 44
  45. 45. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Budget Caps Spend Multiple: Predicted campaign spend variance allowed to give head room for cost Multiple 1.5 Status too low
  46. 46. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Audit Summary 2 of 30 number of days with at least one bid change 6.8% impressions forfeited due to inadequate campaign budgets 2% of bids were changed in increments of 5% 65% of all keywords have the same Five bids 99% of all adgroups have the same mobile bid adjustment 35% of total investment is flowing through mobile
  47. 47. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 47 The Quality of Our Questions Determines the Quality of Our Experience AFTER
  48. 48. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Optimization requires focus What do I feel like today?XXXXXXX
  49. 49. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What do I feel like today?XXXXXXX
  50. 50. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What do I feel like today?XXXXXXX
  51. 51. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What do I feel like today?XXXXXXX
  52. 52. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Team Evolution Single Source of TRUTH United GOALS Focused QUESTIONS Consistent ACTIONS
  53. 53. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1 2 3 4 5 Focused Questions What channel assists Search most often? Which low ranking pages need attention? Which segments should drive personalization ? Which creatives are causing ad fatigue? Which internal searchesneed relevantresults?
  54. 54. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. Which Channel Assists Search Most Often?  ttps://www.youtube.com/watch?v=M3EOdONa-3E&feature=youtu.beFreeform Workspaces video: http://goo.gl/avRQLh
  55. 55. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. Which Channel Assists Search Most Often? Last Touch Channel First Touch Channel Product Description
  56. 56. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2. Which Low Ranking Pages Need Attention?  Include keywords in relevant paid search campaign  Create new content for respective pages  Potential inter-link and back-link opportunities Page Position Keyword In Paid Search? /products/prod1 8 Keyword1 Y /products/prod2 15 Keyword2 N /products/prod3 30 Keyword3 N /products/prod_n 20 keyword4 Y
  57. 57. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2. Which Low Ranking Pages Need Attention?  Google Search Console limited in scaling across hundreds of target URLs PositionQueries Filtering by individual pages not scalable
  58. 58. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2. Which Low Ranking Pages Need Attention?  Leverage the Google Console API to scale across brand or category URLs Page URLs /products/prod1 /products/prod2 /products/prod3 /products/prod_n Page URL Keyword(s) Position /products/prod1 Keyword1 1 Keyword2 5 Keyword3 9 /products/prod2 Keyword4 11 Keyword5 17 Google Search Console API Text file input Output *Google Search Console script available on github.com/davidtzau
  59. 59. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2. Which Low Ranking Pages Need Attention? Page 2 Opportunities Product Detail Pages New paid search keyword opportunities • Recycling / disposal • How to replace battery video • cross model merchandising and linking New content opportunities
  60. 60. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Merge Site Data & Google Search Console
  61. 61. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Which segments should drive personalization? Listen Create audience and apply to Ad Groups Extract Create AdWords Report for target audiences Analyze Where is the audience searching Act • Record Baseline • Automate Modifiers • Personalize Ads
  62. 62. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Download Impressions for Target Audiences
  63. 63. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What campaigns are audiences most active in? Day Campaigns Audience: K-12 Education Customers Where the Search action is!!! Focus time and money on these campaigns Search, eMail, display, Facebook, YouTube, etc
  64. 64. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Record Baseline
  65. 65. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Automate Modifiers
  66. 66. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Personalize Experience K-12 Education Customers We have deployed Chromebook solutions for many school districts Unidentified audience (general public) Make Experience Manager aware of audience
  67. 67. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Customer Match
  68. 68. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Customer Match http://www.adobe.com/privacy/opt-out.html
  69. 69. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Ad Customizers {=COUNTDOWN(AdCustomizerFeed.Date)} {=IF(device=mobile, "Quick, Easy, Mobile Booking"): "Best price guarantee"} {=IF(audience IN (returning visitors,cart abandoners) ,30%): 25%}
  70. 70. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4. Which ads are experiencing fatigue? FB Custom Audience Google RLSA Audience Passive Activity Depending on audience size, customer may see same ad repeatedly Proactive Activity Customer will see same ad, limited impact given search initiated by customer Passing dimension from customer database (ex. Customer in finance sector) Same audience, but ad fatigue very real using FB custom audiences
  71. 71. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4. Which ads are experiencing fatigue? ` 0 2 4 6 8 10 12 14 1 2 3 4 5 6 7 8 9 10 11 12 Unique CTR Day Ad Fatigue with Facebook Custom Audiences Unique CTR by Day Ad1 Ad2 Ad3 Ad4 Ad5 Ad6 Ad7
  72. 72. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5. Which internal searches need more relevant results? TREASURE TROVE OF INTENT • Guide advertising & content strategy • Understand how customers classify products • Integrate internal site searches with AI
  73. 73. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Site search engines require A LOT of work to get right HP Elitebook A Bor Test: What is this search for?
  74. 74. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Site search engines require A LOT of work to get right GLC-SX-MMD Proline Cisco GLC-SX-MMD Compliant Ethernet Transceiver
  75. 75. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Scaling site search relevance using Adobe Sensei & IBM Watson Watson AI: Grade 1 Grade 2 …. Grade 7 Trainer Trainer Trainer Problem Domains: Site Search, Assistants, Routing / Redirection Customers
  76. 76. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Sensei + Watson = Constantly Learning Site Search Download python script to automate testing of Watson @ github.com/davidtzau
  77. 77. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Hybrid Digital Marketer Platform Proficiency • Adobe Advertising Cloud • Facebook Ads Manager • Google Merchant Center • Google Search Console Analytical Skills • Analysis Workspaces • Excel Report Builder • Anomaly Detection • Segment Sharing Strategic Focus • Quality Questions • Prioritization Discipline • United Goals • Honest Accountability Relationship Building • IT/Engineering • Category/Brand Managers • Product Management • Brand Marketing
  78. 78. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What do I feel like today?XXXXXXX
  79. 79. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Team Evolution Single Source of TRUTH United GOALS Focused QUESTIONS Consistent ACTIONS
  80. 80. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Aggregated Gains 1% Improvement 1% Decline
  81. 81. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 81 Chris Haleua chaleua@adobe.com Twitter: @chrishaleua linkedin.com/in/chrishaleua Q&A David Tzau davidtza@cdw.com Twitter: @davidtzau linkedin.com/in/davidtzau
  82. 82. Adobe Summit | The Digital Marketing Conference March 19-23, 2017, Las Vegas

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