TOP TIPS FOR

INTEGRATING

YOUR

MARKETING

CAMPAIGNS

#

Tim Daly

Vincodo

@Vincodo

#SMX #32C

October 3, 2013

#

Multi-Channel Marketingwe are moving in right direction, but not there yet

• Websites, mobile apps, social media, email, SMS, search, video along with traditional telephone, TV, radio and print.

• Retailers were the first segment to use the term to describe addressing customers with consistent, coordinated and relevant messaging across all channels and platforms, however: – A large proportion of interactions are anonymous.– All these channels are not tied together at the individual level. – Little closed loop tracking and reporting as data is still in silos

across various departments, geographies and lines of business.– While there may one day be P&Ls for customers that include all

channels, today we must still manage our specific channels…for most of us it is SEARCH.

• So, how do we pull it all together today?

Pulling It All Together

Some practical tips and examples so you can perhaps go back to your organizations and start pulling it all together today while keeping a focus on your main job—SEM:

1. Making partnership within your company: multiple people or divisions responsible for search; other media channel managers, product and brand managers.

2. How to set up tracking in a multi-channel world.3. How do you determine if and how much multiple online and offline

media impacting search results (and budget allocations)4. What do you do when there are significant differences in customer

segments by media channel.5. How do you judge the Search Impact across multiple sales channels :

website, phone reps, retail stores, and sales agents6. How giving attribution to multiple ads influencing the final sale can

help you expand your Search campaigns.

People Partnershipscreate relationships with people in that impact search

• Who owns Search in your company—you or multiple people

• Multiple Business Units -- One Brand– Determine brand objectives and business rules

– Utilize Sitelinks for multiple business lines

– If a customer service intensive business, partition service links and phone numbers from acquisition

• Are Your Campaigns Sharing Non-Branded Keywords?– Common landing pages may not be possible

– Conduct A/B Split Test to determine who should lead

– Negotiate your keywords and understand how Broad match applies

– Negative keywords are critical to get consumer to right landing page

– Sitelinks and Call Extensions can serve as mediation solution

People Partnershipscreate relationships with people in that impact search

• Exchange plans and forecasts

– Digital: email, display, video, organic, social

– Offline: TV, radio, print, PR

• Open lines of communication with product managers and merchandisers

• Leverage analytics and marketing intelligence

• Work cooperatively with IT to implement unified online and offline strategy.

Tracking Across Multi-Channels

• Those last two partner groups are important

– Analytics and Marketing Intelligence

– Web platform and IT

– And a third…your technology partners

• If you cannot track it, multichannel impact and attribution must be done by econometric models or guesswork.

Tracking Across Multi-Channels

• The right technology and tool sets– Many advertisers want to determine cross-

channel effects with multi-channel attribution but use one tracking system for search, one for display and a third for email marketing.

– These systems are often not compatible

– Difficult, if not impossible, to combine data for multi-event funnel analysis.

– Always remember that a technology is only as good as the people behind it.

Attribution Modeling

• The traditional approach of giving sole conversion credit to the last ad click is flawed.

• Instead of defining the performance of marketing channels in silos, each producing its own ROI by the conversions in that specific channel, attribution is redefining the performance of channels by their true overall contribution.

• There are several “generic” attribution rules– first click, last click, even weights, assist, etc. A benefit of more even distribution is that revenue can be attributed to more keywords that, in turn, encourage us to bid them to higher positions. Thus, keywords that are assisting but have been bid down because of their seemingly bad ROI would get a greater opportunity.

• While there is no clear cut mathematical solution, developing common sense Attribution models can provide insight to what marketing efforts have the most touch and influence.

Phone Call Tracking

• Good, old-fashioned source codes are key

• Unique phone numbers can be tied to unique source codes collected in your call center.

• Utilizing Call Extensions and URL parameters, unique phone numbers can be presented online to the user for tracking the offline engagement.

• Third Party tracking solutions exist if it cannot be done in-house:– Mongoose Metrics

– Marchex

Phone Call Tracking

• How Granular Does It Need To Be?– Campaigns

– Ad Group

– Keyword

• Optimization should still be guided by observational statistical validity.

• Use offline conversions to refocus your conversion goal targets.

• Mobile is not going away, this will become a growing problem if you don’t address now.

Offline Advertising Influence On Search

• An Inconvenient Truth For Search Marketers:– Thou Cannot Search On Google For What It Not Known To Exist

• TV, Radio, Direct Mail and Email Are Primary Drivers Of Search.

• Each media has its own halo effect and duration.

• The offline impact extends beyond just Search, is impacts other online channels as well.

• Look at your major media channels individually and in combination.

Offline Advertising Influence On Search

• Here is one example of how TV impacts online channels.

• During the 10 week reporting timeframe, visitors increased by 15-25% across organic search, paid advertising, and email relative to the rolling average (100%).

Offline Advertising Influence On Search

• Another campaign regression model graph shows a strong connection between search impressions and TV spend.– When TV spend is $600,000, the impressions in search jumped by 70%.

– At $1.4 million in TV spend, the impression volume jumps by 200%.

– The R^2 of 0.86 indicates that 86% of the change in branded search impressions in this example are explained by changes in TV spend.

Path To Conversion Analysis

• When you change from last click to other attribution methods brand keywords which generate high ROI may appear to generate a lower ROI. This can be unnerving to management.

• Analysis of your campaign will a range of common behavioral segment groups whose behavior can be inferred of attribution:– Brand searches only– Non-Brand searches only– Brand searcher then non-brand searcher– Non-Brand searcher then Brand searcher– Combination of multiple brand and non-brand

Path To Conversion Analysis

• Utilizing path to conversion analysis, you can identify behavioral characteristics that help guide your attribution and media investment decisions.

• Using last click analysis, in the example, Branded term performance was over accounted by 8%.

• That 8% variance could be the difference between being in position 3 and position 4 in the SERPs

Month First Click Conversion Click Orders Sales Amount

August Branded Branded 6,522 $8,638,938.48

Non-Branded 457 $675,088.61

Branded Total 6,979 $9,314,027.09

Non-Branded Branded 816 $986,921.53

Non-Branded 1,958 $2,481,161.78

Non-Branded Total 2,774 $3,468,083.31

August Total 9,753 $12,782,110.40

Measuring In-Store Sales Impact Of Search

• Research studies have typically shown that brick and mortar retailers will generate on average 8 attributed orders in-store for every order placed online.

• Don’t rely on other research, conduct study on your business directly.

• Tactics for research testing:– Traditional market testing

– In-store coupon redemption

– Loyalty card tracking

– Postal Address match back

– E-Receipt delivery via email

Measuring In-Store Sales Impact Of Search

• Case Study #1– Retailer generates 99% of sales at retail stores.– Built out an extensive search campaign but needed

justification to expand budget• Online only ROAS of $2 on non-brand keywords

– Implemented market test in 6 of 37 markets– Increased search media spend by 1000% in test

markets, online ROAS of $3.25 for non-brand keywords.

– In-store sales for test markets increased same store sales by 1 to 1.5 percentage points per market.

– Test showed that incremental media spend on search resulted in $1.5M in incremental sales at store front.

Measuring In-Store Sales Impact Of Search

• Case Study #2– Retailer had 85% capture of email address with store

purchase

– Emailed purchase receipt to all customers with email addresses

– Open rate of purchase receipt averaged 11% to 14% on monthly basis

– Integrated Tracking Back To Search• Inserted pixel with order ID, SKU and Price

• Captured conversion recognition in Kenshoo

• Integrated pixel fire information with search keyword cost data

Measuring In-Store Sales Impact Of Search

• The Forecasted Attributed Results

• Got management’s attention– Search as part of consumer shopping process

– High Retail ROI for search

– Incremental impact of non-brand search to sales

– Expansion of campaign into thousands of non-branded keywords.

Metric Captured Rev. Proj. Rev.

Media Spend 303,830.92$ 303,830.92$

Total Revenue 5,043,412.00$ 45,912,164.42$

Non-Branded Revenue 808,975.52$ 8,463,680.98$

Overall ROI 16.60$ 151.11$

Non-Branded ROI 2.66$ 27.86$

Summary

• Create a partnership in your organization

• Develop rules of engagement

• Divide the sales credit with common sense

• Develop attribution model that forecasts properly across channels

• Determine effective tactics to track offline conversions that happen via phone or at store front.

• Make sure to invest properly into what grows your business.

http://www.slideshare.net/SearchMarketingExpo

#

see more presentations at:

#