Mark Exam 3

Showrooming

*the practice of visiting a store or stores in order to examine a product before buying it online at a lower price. Price checking app offering consumers 5% off any item scanned if the item was on their site Electronics and appliances are the most "showroomed" product categories Retailers are fighting back with their own "retailer-specific" barcodes Inventory models are changing - if they don't have your size, they order online and send to your home Online price matching is a permanent policy - since holiday season 2012

pay-per-click

-By 1999 the online advertising industry had reached $1B in 6 years -Google launched it's search engine in 1999 and AdWords in 2000 -Yahoo! Launched PPC in 1998 - using a platform called Overture-Overture was a "buy your way to the top platform" -Google understood relevance from the very beginning -Cost per thousand was the model in 1999 - basically paying for reach Pay per click was created in 1998, Yahoo created it, used a platform called overture Google ads give you the most relevant to you results, which is why google's quality is better

retargeting best practices

-Sequential messaging -Create ad messaging based on what they have already been exposed to -Frequency capping-Too many ads is intrusive, too few ads will prove ineffective. -Make certain to exclude those who have already converted. -Retarget across titles or imprints-Apply Layered Retargeting

Mapping Objectives to Outcomes

Ecommerce - Selling stuff (Land's End) Lead Generation - Collect information on prospects (Auto Dealers) Content Publishers - Engagement & Return Visitors (CNN) Online Information or Support Sites - Self Service Information (Terry College) Branding - awareness, engagement (Pringles)

True/ False Spam filters are mostly triggered by word's used in the subject line

TRUE

App Installs

The number of installs of your mobile app that were recorded as app events and attributed to your ads.

Descriptive Analytics

What has happened

The future of search

big data infusing context and relevance into search results

programmatic advertising

buying digital advertising space automatically, with computers using data to decide which ads to buy and how much to pay for them. -less of the "spray and pray" method -specific and tailored method

multi-channel campaigns

campaign on an app, website, social media, etc. ex: Facebook, Twitter, Email, Search, Landing Page

Predictive Email Marketing

helps reduce churn by understanding which contacts are most likely to unsubscribe

Under Armor & Steph Curry

released 3 second ads whenever Curry scored a 3 to enhancing the watching experience.

Prescriptive analytics

what should a business do Pulls in 3rd party sources like weather and climate data to better recommend a course of action Dick's sporting goods

Data Security

when businesses implement ways to protect consumer data through systems and practices

Machine Learning

will bring smarter spam filters and email that continually goes unread will be targeted as spam

doubleclick

-1996 DoubleClick created a way to track consumer behavior and help track ROI-DoubleClick made it's revenue by brokering ads and offering tracking & analytical services. Google bought DoubleClick for $3.1 billion in cash in 2007 - That is almost double what they paid for YouTube ($1.65 billion) Double click has tracked every banner ad you've ever clicked on Created the cookie

Marketing Attribution

-Media-Agnostic Measurement: Give credit where it's due- -We can no longer judge campaigns solely by the final interaction using a last-click model, or to think only about single-device or single-session interactions. Customers move fluidly across channels and devices. overhaul your conversion goals to capture all the large and small behaviors that lead to business success.

Native Ads

-Mimic the content space around them -Appear outside traditional ad positions -Are labeled to indicate they are not editorial content -Are paid media as opposed to earned media for example, an article written by an advertiser to promote their product, but using the same form as an article written by the editorial staff can boost branding metrics

Shopper Marketing

-Mobile is the channel every brand should be prioritizing -Shopper marketing is an emerging term defined as understanding how one's target consumer behaves as a shopper, and using that understanding to influence their purchasing decisions -Consumers are beginning to expect an integrated experience in the shopping aisle -Focus is on strategies to increase conversion or ease consumer decision making online

Text Based marketing

-Offer exclusives you can't get in store, in email, print ads, etc. -Financial & Travel alerts and coupons of all kinds are well received via text -Don't send after 9pm or before 11am -Day-parting is critical in SMS (prime shopping time, mealtime, etc.)

Deloitte's recruiting trend report suggests

-companies should actively recruit on campuses -develop internships and student projects -establish rewarding career paths

Benefits of Programmatic

-guaranteed impressions -pre-agreed price

The International Advertising Bureau

-was formed to maintain standards Standard ad sizes: 468x60 was basic then came cubes (125x125), skyscrapers (120x600) and leaderboards (728x90) As we learned to ignore banners Pop Up and Pop Under ads were created

Attribution Model

1. Last click(default) : attribute all of sale to last action taken 2. Last non-direct: attribute all of sale to before they directly entered site 4. First interaction: first thing they did to click through 5. Linear: divide attributions by everything used equally 6. Time decay: divide by everything, with later things weighted heavier Position-based: highest near beginning and end $100 sale: Last click- all $100 on last one linear: $25 eachtime decay: $5, $15, $30, $50

The Birth of Banner Ads

1993 Global Network Navigator was the first commercial website to sell a clickable ad - GNN was acquired by AOL for $11 million1994 Hotwired - first commercial web magazine - created special sections on the website for banner ads - AT&T was their first customer (clickthrough rate was 44%, 3 months for $30,000 is incredibly cheap) Anything above a 1.5% click rate is amazing now

A/B Testing

A/B testing is comparing two versions of a web page to see which one performs better. You compare two web pages by showing the two variants to similar visitors at the same time. The one that gives a better conversion rate, wins! ex) Adore Me underwear ads CNN A/B tests everyday before nationwide broadcast Google A/B tested the color of it's ad links to maximize clicks Netflix A/B tested it's queue design to maximize binging Obama A/B tested the campaign website to maximize donations

brand awareness

An estimate of the number of additional people who may remember seeing your ads, if asked, within two days. This metric shows for ads using Brand Awareness, Video Views, and Engagement - Post Engagement objectives.

Strategy for Social Data

Brands have created a presence on social networks for campaigns or customer service but few have integrated the data as a new channel for identifying, acquiring and servicing customers. -Mash up data together

Data Engagement

Combine internal data, 3rd party data (data feeds), and social data

Setting context

Context gives meaning to data- tells you if something is good or bad Internal: past performance External: Industry benchmark data

Multichannel objectives

Create awareness- Generate leads- highlight events

Measurement: Attribution Funnel Model

Day 1: originator: visitor views ad on Social media site day2: assist: visitor search for shoes day 4: Assist: visitor clicks on Network Banner day 8: converter: visitor search for Zappos

Digital vs. Traditional Targeting

Digital: Facebook, Pinterest, Display Ads, Search Traditional: TV, radio, print

True/false the path to purchase is linear

FALSE Awareness- Consideration- purchase- retention-advocacy The customer journey is across devices

True/false Google created the PPC model

FALSE Yahoo did , but they perfected it. 96% of Google's revenue comes from advertising

Federal Trade Commission

FTC oversees consumer protection of privacy and deceptive or unfair business practices

ex of Uses the power of Google Analytics

Fairmont: 60 Luxury hotels - WorldwideProblem: Want to understand Twitter Users and which Tweets work. However, much Twitter traffic doesn't come directly from Twitter. approach: tag tweets and track parameters Results: Can now tell the difference between traffic generated by Fairmont vs. when a guest independently tweets about them

True/False The highest bidder will always win the advertisement

False The highest bidder doesn't always win. You can win at a lower price by using highly relevant keywords, ads and ad extensions

Attribution example: $45 purchase. pattern: organic search, blog referral, search Ad, Facebook, Direct -how much conversion credit assigned to Facebook post?

First click: $0 Last: $0 Linear: $9 Last non-direct: $45

search spending in US

From 23 Billion in 2014 to over 64 billion in 2020.

Setting Campaign Goals

Goals tie the data back to the KPIs Micro and Macro conversion goals Action Goals -Destination: Thank you page is rendered -Event: Played a video Engagement Goals -Duration: 5 min on site -Pages/Screens: 3 pages Mobile apps have the same goals but different ways to see it: Screen views instead of destination views

Email Trends

Highest channel for delivering ROI High personalization through marketing automation Less frequent- More Targeted 80% informational 20% promotional

Native Ad Types

In-feed units Paid search Recommendation widgets Promoted listings In-ad units with native elements Other custom implementations *Social media is most common

Funnel Problem Example

La Tienda: Online Food Retailer in Spain and Williamsburg, VA -Problem: High Shopping Cart Abandon Rate They looked closely at the relationship between product purchase and geography Grouped customers into two categories: Close & Cheap shipping, Far and Expensive Shipping Found the problem and changed the long range shipping model Results: 70% increase in conversion in target regions

Ways to Optimize

Lead Generation: generating and collecting leads to sell them to another business for their sales team to call and sell to. Lead Management: nurture leads and provide the sales team with the ability to close new business by working leads that are qualified and ready to buy A/B testing: test and improve the website for real business metrics by generating activity to turn sales into revenue Marketing Automation: automate whatever you can do manually. time savings help your team market more effectively at greater volume and greater sales

Remarketing

Lets a Web site show custom, targeted ads to a user when visiting other sites if that user has already visited a given page on the advertiser's site. This technique allows firms to "reintroduce" products to users or target them with special messages or promotions.

Making the URL

Long urls: how google knows where you are coming from as a consumer (which email, which ad, etc) -can moderate campaigns through analytics

Macro and Micro conversions

Macro Conversions (Points)-eCommerce Transactions-equals money Micro Conversions (First Down)-Sign up for Email / Newsletter -Follow on Social Channel -Download a Video -equals social media and email actions

Store Visits

Metric: Impressions. The number of times your ads were on screen. An Impression is counted as the number of times an instance of an ad is on screen for the first time. For example, if people see an ad two different times in a ay, that counts as two different impressions. If someone sees an ad, scrolls down, and then scrolls back up to the same ad, that counts as one impression.

Assigning Value to Goals

Micro goals can be counted only once per session E-commerce goals can be counted more than once Example: Download a PDF as a micro conversion goal has a value of $5. If a person downloads 5 different documents is that a different intent (potential value) than a person that downloads only one?

Local Search Marketing

Most consumers do a local search on their smartphones for shopping options within 5 miles of them. Most people consider the physical address and directions are most important on a web page.

Making Decisions With Data: New Brunswick

New Brunswick increases tourism by matching audiences to activities. creative driven by analytics The primary goal was to increase engagement for two target audience segments with activities and experiences that suited their interests: "No-Hassle Travelers": Those looking for quick and easy summer getaway vacation ideas "Cultural Explorers/Authentic Experiencers": Those looking for natural wonder and authentic cultural experiences

Lead Management

Nurture leads and provide the sales team with a greater ability to close new business by working leads that are qualified and ready to buy.

Benefits of Social Data

Organization is not stuck with static data about customers Establish an active connection with up to date information

Consumer Path to Purchase now

Path not lineal anymore .-now it is a big web of different websites, media, and people, and store visits Word of mouth important now

Google Analytics

Pre-Made Segmentation: -Paid Traffic -Visits with conversions Advanced Segmentation: -Make your own segments -Apply to current or historical data

How is Programmatic Different?

Programmatic marketing drives efficiencies in spend and resource. Ad buyers manually buy digital ads space (inventory) for their clients Programmatic does the buying, placement and optimization using computers and algorithms -Brands are taking it in-house and away from paying agencies commission for ad buying. -Mobile is a major issue. The behavioral targeting capabilities of programmatic systems are heavily tied to tracking cookies, a major problem when it comes to mobile, where cookies are ineffective. -It's not just banner ads. Some brands have said they plan to move all their display-ad spending through programmatic channels - including TV and out of home (OOH)

Quantitative vs. Qualitative

Quantitative data answers how many, qualitative answers why.

SMS vs. Email

SMS- last minute, reminders, alerts Email- longer term, more content

Risk of Social Data

Scan Social Platforms and match the collected information with that of the existing customer base -Privacy Concerns Ask users to like or follow the organization/brand on different social media platforms -Hit or miss. Campaign-driven. Add social information about a customer or prospect when they use social media to contact your company for information or to provide feedback Proactively ask customers for their social media touch points. -Best way to know what a customer truly think

Conversions and Attributions

Score = Sale Player's Role- Score & Assist

2 types of search

Search Engine Marketing Search Engine Optimization

True/False 40% of every digital marketing ad dollar is spent on search

TRUE

True/False 94% of all searches occur on Google

TRUE

True/False There is a shortage of talent in data analysis

TRUE

Mobile Reports

The Mobile Devices report lets you see visitor statistics by mobile device, brand, service provider, input selector (e.g., touchscreen, joystick, stylus), and operating system Helpful when making design decisions about your site: -Viewing statistics by location lets you understand origins of mobile traffic -so you can compare visits and revenue from Galaxies and iPads, or Android and iPhone devices. -location may not be accurate from mobile

Video

The biggest driver of growth in display ad spending. Makes a bigger splash on smaller screens higher message recognition

Conversions

The conversion event you selected at the ad set level. Conversion events include Add to Cart, Initiate Checkout, and Make purchase.

traffic

The number of clicks on ad links to select destinations or experiences, on or off Facebook-owned properties.

Online sales

The number of events or conversions recorded by the Facebook pixel on your website attributed to your ads.

lead generation

The number of form responses submitted after people clicked on your Facebook lead ads

reach

The number of people who saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same people.

Video Views

The number of times your video was watched for an aggregate of at least 3 seconds, or for nearly its total length, whichever happened first.

Search Engine Optimization (SEO)

The process of improving your website and content so that it is visible to search engines. Website SEO aims to make the information & services on your website deemed most relevant (by the search engine) to match the keywords that their users are searching for. ORGANIC

engagement

The total number of actions that people take involving your ads (or all posts, in some cases). This includes streaming reactions on live broadcasts.

Campaign Funnels

There's typically a funnel or path you want people to follow: -Add items to cart -Enter shipping address -Provide payment information Using the flow report you see where users are having trouble and can look for solutions Multichannel funnel reports shows the consumer path across multiple visits to the site

Engagement report

This report lets you see how much time people spend on your site, in increments of seconds, and how many pages they view. Target durations will vary A blog or news site, you're probably hoping visitors spend some time there to carefully read through the content. If it's ecommerce and people are spending a lot of time, you might conclude that your check-out process is unnecessarily complicated

Target's Click and Collect

This year, 70 stores are using in-store counter space for customers to buy online and pick up in-store Click and collect is huge in the UK but we haven't used it as heavily in the US yet Ecommerce makes up a miniscule portion of Target sales but they want to use their physical store presence to engage shoppers digitally without relying on home delivery. -target had largest commerce sales in Q4 2015

Collecting Campaign Data

Understand traffic sources and marketing campaigns Allows us to tie marketing efforts to revenue -Source - where the data came from -Organic - unpaid search -Referral - another website -Direct - none -Medium - channel such as social media or email -Campaign - marketing activity across channels -Term - specifically for AdWords -Content - different versions of creative

AdRank

Value based on a combo of the bid amount/Quality Score + expected impact from your ad extensions. This determines ad position. DOES take auction-time factors into account

Social Strategy

We have matured to the point that marketing strategy needs to be informed by analytics to warrant continued investment. We are evolving from listening in silos to mashups of integrated data analytics

Pandemic Holiday Shopping

While overall holiday spending is expected to grow, the growth is at a much slower rate than last year Ecommerce has accelerated people's move towards online shopping -slower brick and mortar sales -longer shopping season -second surge in ecommerce sales -balancing safety and experience

search engine marketing (SEM)

a form of internet advertising utilizing search engine results to promote brands and websites. It is a paid media where advertisers bid for specific search keywords that when typed in, their ads are shown. PAID

Retargeting vs. Remarketing

campaigns generally refer to website retargeting which places a display ad in front of previous visitors to your site when they are browsing online however remarketing is a term often used to describe retargeting using Google products and services such as Pay Per Click (PPC) advertising.

Children's Online Privacy Protection Act (COPPA)

establishes requirements for businesses with services targeted to children under 13 years of age

Attribution example: $100. pattern: search Ad, social media ad, search ad, display ad -how much would be assigned to display ad?

first click: $0 last click: $100 linear: $25

Shift of Digital Spending Share

from 2012 to 2018, shift has been spending less on banners, and more on video and rich media. -bigger and richer, more dynamic ad units will steal share from static banners as brands favor their use for greater storytelling power.

holiday and seasonal shopping

in-store shopping continues to decline for many reasons ex) bad weather decreases in-store shopping Digital Channels (especially mobile) are growing in importance -Mobile Shopping -Mobile Showrooming Personalization leads to increased holiday purchases Consumers are shopping early this year

Ad Quality Score

is intended to give you a general sense of the quality of your ads but doesn't take into account "auction-time" factors like someone's actual search terms, device, language, location or time of day. Includes: Vertical QS Tax Historical Performance Click Thru Rate Overall Account Quality Ad Copy Relevance Keyword Relevancy Landing Page Relevance

General Data Protection Regulation (GDPR)

is the EU law on data protection & privacy

CAN-SPAM Act of 2003

laws that the US Federal Trade Commission (FTC) enforce regarding false advertising and prohibit senders of spam from sending spam to recipients who have requested not to receive such emails AVOID: Don't use misleading subject lines Postal address must be included on all emails Affirmative consent - prove the recipient opted in Clear and conspicuous unsubscribe Have a process to handle unsubscribes within 10 days Don't harvest email addresses - or use automated ways to randomly generate addresses *use mail service provider

Ecommerce Site

must have A shopping cart The ability to accept payments .-Storage Space - cap on sales or inventory space -Safety - fraud protection in the form of Secure Socket Layer (SSL) encryption) -Site Design - user friendly interface with customization options Ecommerce Leaders: Big commerce, shopify,wix.com, 3dcart, volusion

Fair Credit Reporting Act

provides ways for consumers to protect and check on their credit

email marketing

sending highly targeted, highly personalized, relationship-building marketing messages via email

Black Friday

term used to stand for police labeling the traffic and congestion the day after Thanksgiving, now stands for business going from "in the red" to "in the black" or making a profit. 30% of all retail sales occur on Black Friday clothing, accessories, and electronics are the most common Black Friday practices Google Santa Tracker Starbucks holiday Cups- part of holiday culture #optoutside REI - closed on BF

lead generation

the initiation of consumer interest or inquiry to products or services of a business -list building -sales leads Customer Acquisition Cost: total amount marketers spend to gain the interest of new customers Cost per Lead: the amount a marketer pays for an explicate sign-up from a consumer

behavioral targeting

using online consumer tracking data to target advertisements and marketing offers to specific consumers -track how they interact with your business -determine actions they could take -start a conversation with them about it Automatically sending emails based on triggers improves email engagement

Targeting in digital channels

weather triggering- sunny and 75=outdoor patio ad Geo-fencing- target certain area and boundaries Google local inventory ads- allows you to showcase your products and store information to nearby shoppers searching with Google on a local storefront. Pinterest "shop the look"

Predictive analytics

what could happen in the future based on previous trends and patterns Macy's used predictive and prescriptive combined

Digital radio ad spending

will plunge this year Programmatic and Podcast ads will grow