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Search Engine and Display Marketing: Data Challenges

Search Engine and Display Marketing: Data Challenges. Rahul Nim Architect, Efficient Frontier. Agenda. What is Online Performance Marketing? How is it done? How is performance measured? What constitutes performance data? How is it collected?

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Search Engine and Display Marketing: Data Challenges

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  1. Search Engine and Display Marketing: Data Challenges Rahul Nim Architect, Efficient Frontier

  2. Agenda • What is Online Performance Marketing? • How is it done? • How is performance measured? • What constitutes performance data? • How is it collected? • What are the issues in data collection and analysis? • What is the future of online marketing?

  3. Overview Search Ads Customer Content Ads Search Display Content TV Print Other Search and Content Ad Campaigns Content Sites Advertiser Analytics and Tracking Services

  4. Display Overview Customer Ad Networks Display Ads Display Ad Campaigns Display Sites Advertiser Analytics and Tracking Services

  5. Performance Marketing and Information • Companies need to get the most out of their marketing dollars. • How do we measure the performance of those dollars? • Broadcast Media (Traditional, but mind the future) • Direct Marketing • Ad Networks • Search Engines • Social Networks and Mobile Profit = Revenue - Cost Performance = Profit/Cost

  6. Marketing on Search Engines and Ad Networks • How do Search Engines make money? • Organic Search Results • Paid Search Results, PPC/CPC model • Content Ads • How do Ad Networks make money? • Premium inventory • Biddable inventory, CPM model

  7. Organic and Paid Search Examples

  8. Paid Search Concepts • Advertiser Accounts • Campaigns • Ad Groups • Ads • Keywords

  9. Search Marketing Optimization • SEO • Landing Page Optimization • Best practices • SEM • Optimally bidding on keywords • Designing effective ads

  10. Performance Indicators (SEM) • Impressions • Clicks • Conversions

  11. Conversion Data Click Data Collecting Performance Data: Pixel-Based Tracking 2. Log Click 1. Click Redirect/Pixel server Bat.jpg 8. Log Conversion 7. Pixel Request 3. Redirect 4. Product Page 5. Purchase Transaction 6. Thank You Page … Cricketbats.com

  12. Performance Data Elements • Browsers and Cookies, Unique IDs for events • Tracking URLs • What goes into the cookies • Tracking information: relating events to ads • Click and Impression data from search engines and Networks • Conversion data from web servers

  13. Tracking Elements • Installed Ad URLurl=http://pixel2002.everesttech.net/2002/rq/3/s_3aa8e5aa1261d038a0fe6ff010d01ed9_2671584663_{keyword}_{creative}/url%3Dhttp%253A//www.vitaminshoppe.com/store/en/index.jsp%253FsourceType%253Dps%2526source%253Dgo%2526adGroup%253DVitamin%2526keyword%253Dvitamins%2526cm_mmc%253DPaid%252520Search-_-Google-_-Vitamin-_-vitamins • Click (generated) URLshttp://www.google.com/aclk?sa=L&ai=CHdAMUkv7S8H-Mpisnwevg7Ac64yWyQGj4YqVCt6g7AQIABACKANQyeOVuwJgye7thsijoBnIAQGqBBxP0HFcOLaERWbapnR_ZsmWw6q-L_64wP2v93j-&sig=AGiWqtw1di18T6otSuXIM6tGzpvtXwmTqg&adurl=http://pixel2002.everesttech.net/2002/rq/3/s_3aa8e5aa1261d038a0fe6ff010d01ed9_2671584663_cheap+shoes_creative101/url%3Dhttp%253A//www.vitaminshoppe.com/store/en/index.jsp%253FsourceType%253Dps%2526source%253Dgo%2526adGroup%253DVitamin%2526keyword%253Dvitamins%2526cm_mmc%253DPaid%252520Search-_-Google-_-Vitamin-_-vitamins

  14. Collecting and Using Performance Data • Build • Data generated and collected in-house from Web Servers • Analyzed internally • Buy • Tracking service from providers like Omniture, Google Analytics, Dart • Analytics providers like Core Metrics, Google Analytics • Combined like Efficient Frontier, Kenshoo

  15. Collecting Performance Data: Mechanisms • Collecting data for self • First Party Cookies • Setting up web servers to log events • Collecting for clients (as a service provider) • HTTP redirect mechanism • Tracking info • Third party cookies • Javascript

  16. Issues • Data quality • Detecting Duplicates • Detecting Click Fraud • Scalability • In collecting the data • In modeling • Redirecting • Example architectures

  17. Performance Management in Display Networks • Similarities to SEM • Clicks and Conversions • Differences from SEM (and challenges) • Impressions • Campaign structures • Analysis and modeling • Real-Time Bidding (RTB)

  18. So what should you do as a CMO? • People are spending increasing amounts of time on the internet • $6.3 Billion spent in Q4’09 • Develop an effective online marketing strategy • Budget for Online Advertising • Get ready for Online Video

  19. …And as a CIO (from data perspective)? • Engage with service providers (Buy) • Evaluate Quality of Services • Evaluate future readiness • As service providers • More data • Social graph data for segmentation • Online video • Display impressions • (Real-time) Biddable media slots

  20. References • SEM: http://en.wikipedia.org/wiki/Search_engine_marketing • Online advertising revenues: http://www.iab.net/insights_research/947883/adrevenuereport • Cookies: http://en.wikipedia.org/wiki/HTTP_cookie • Generating unique IDs for events:http://httpd.apache.org/docs/1.3/mod/mod_unique_id.html • Tracking URLs: http://help.yahoo.com/l/au/yahoo/ysm/sps/start/overview_trackurl.html • Click Fraud: http://en.wikipedia.org/wiki/Click_fraud

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