The Allstate Story: Leveraging Real Time Tech for Success

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    15-Jan-2015

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Speakers:Richard Kosinski, SVP SALES, QUANTCASTKeary Phillips, SENIOR MANAGER, ALLSTATE INTERNET ACQUISITION PROGRAMS & DRTV

Transcript

  • 1. Prepared By
    9/20/2011
    2011 Quantcast Corporation.
    All Rights Reserved. Prepared for Federated Media -Signal Chicago
    Marketing in Real Time

2. d
9/20/2011
2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media -Signal Chicago
Transition in Display
Driven by Real Time technologies
3. The Real Time Opportunity
Marketplace overview
Not much has changed, but some solutions emerging.
Holistic consumer solutionspredict the right place and the right time.
Retargeting.
Less waste,
no scale.
Media Bought based on proxy.
Good scale, but
lots of waste.
9/20/2011
2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media -Signal Chicago
4. Identify the right audiences for product offerings
Deliver qualified leads effectively & efficiently
Maintain reputational equity in a safe content environment
Achieve good eCPA metrics
Drive meaningful scale
Allstate: Online Marketing Goals
9/20/2011
2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media -Signal Chicago
5. Great Results via Quantcast Performance Lookalikes
9/20/2011

  • Running Performance Lookalike campaigns for 2 years

6. Drive efficiency & scale 7. Custom Allstate model built from desired direct response objectives

  • Request a Quote confirmation page

8. Source Real-Time ad impressions via Quantcast 9. Performance beating CPA goal 10. Downward CPA trend continuesBeating CPA Goal by 19%!
2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media -Signal Chicago
11. Attributes of Tomorrows Ad Tech Leadership
9/20/2011
2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media -Signal Chicago
12. Marketing with Real Time Tech
Hundreds of signals important for
superior predictive modeling
125K Real Time auctions / second
&
Many
marketers simultaneously
9/20/2011
2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media -Signal Chicago
13. Lessons for Performance Campaigns: Choose the Right MetricIndexed click & conversion rates per 1000 impressions
Higher CTR doesnt always lead to higher conversion rate
Retargeting
Conversion Rate(100 = Top Performer)
Plan A
Plan D
Plan B
Plan C
Click Through Rate (100 = Top Performer)
Click Through Rate (100 = Top Performer)
Click Through Rate (100 = Top Performer)
2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media -Signal Chicago
9/20/2011
14. What use is ROI without R?If your data is scale limited, so is your return
Retargeting
Revenue (100 = highest total return)
Plan A
Plan C
Plan D
Plan B
CPA (100 = lowest cost per action)
2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media -Signal Chicago
9/20/2011
15. Lessons for Marketers in a Real Time Future
9/20/2011
Establish & share campaign objectives and success metrics
Tag relevant areas of your site to build effective models
Trust the machine: Leave your offline & online assumptions at home
Data is necessary but not sufficient.Algorithms and machine- learning are essential to manage in an RTB environment
Creative changes lead to temporary spikes in CPAs
Paying higher CPMs often leads to lower CPAs
2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media -Signal Chicago
16. MARKETING IN REAL TIME BY
2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media -Signal Chicago
9/20/2011