Advertising Insights through Segmented Analytics - Adobe Summit 2017

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
ADVERTISING ANALYTICS
Segmented Insights in Adobe Analytics & Advertising Cloud

© 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

© 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

SUCCESSFUL
• Balanced Automation
• Single Source of Truth
• Detailed Audienices
• Reliable Forecasting

TAKEAWAYS
• Unite Hybrids
• Simplify Segmentation
• Scale Personalization
• Measure Impact

Berlin Airlift

Stability at a High Price

Amazing Escapes

Working for Reconnection

Even the Guards Danced

CHALLENGE
61%
Better integration
of our existing
tools
59%
Improved data sharing
across teams & solutions
Winterberry Group Marketing Data Technology, January 2015

SOCIAL
TESTING SEARCH
WEBSITE
ANALYTICS
VIDEO
MOBILE
DIRECT MAIL
EMAIL
CALL CENTERPOS
DIGITAL MARKETING
TEAM SILOS

Overcome Fear Avoid Confusion
BEFORE
Resist Complacency
DURING AFTER

What does basic really mean?
BEFORE

Pathing & Fallout

Averages & Totals

Averages Lie.
Segment or Die.
BEFORE

Targeting
Analysis
Testing
BiddingCoverage
Structure
Life
IDEAL COMMON
Meetings
Training
Email
Bugs
Planning
Calls

ONE TRACKING CODE
adobe.com/analytics.html
?cid
&s_kwcid

Moment of Truth

Drag & Drop

Segment Types
Loyalty
Acquisition
Engagement
Outcomes

Customer loyalty by Marketing Channel
30

Using visit numbers to create new/returning visit %
new visits segment
return visits segment
new visits % metric
return visits % metric

Using visit numbers to create new/returning visit % (cont.)
32

Segment Comparison Panel

Segment Overlap

Segment Sharing & Targeting

In An Automated World
Only the Hybrids Thrive
DURING

Humans & Machines Both Have a Role to Play

Advertising Insights

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%

Geo Segmentation
44

Budget Caps
Spend Multiple: Predicted
campaign spend variance allowed
to give head room for cost
Multiple 1.5
Status too low

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

The Quality of Our Questions
Determines the Quality
of Our Experience
AFTER

Optimization requires focus
What do I feel like today?XXXXXXX

What do I feel like today?XXXXXXX

Team Evolution
Single Source
of TRUTH
United
GOALS
Focused
QUESTIONS
Consistent
ACTIONS

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?

1. Which Channel Assists Search Most Often?
 ttps://www.youtube.com/watch?v=M3EOdONa-3E&feature=youtu.beFreeform Workspaces video: http://goo.gl/avRQLh

1. Which Channel Assists Search Most Often?
Last Touch Channel
First Touch Channel
Product Description

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

 Google Search Console limited in scaling across hundreds of target URLs
PositionQueries
Filtering by individual pages
not scalable

 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

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

Merge Site Data & Google Search Console

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

Download Impressions for Target Audiences

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

Record Baseline

Automate Modifiers

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

Customer Match

Customer Match
http://www.adobe.com/privacy/opt-out.html

Ad Customizers
{=COUNTDOWN(AdCustomizerFeed.Date)}
{=IF(device=mobile,
"Quick, Easy, Mobile Booking"):
"Best price guarantee"}
{=IF(audience IN (returning visitors,cart abandoners)
,30%):
25%}

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

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

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

Site search engines require A LOT of work to get right
HP Elitebook
A Bor
Test: What is this search for?

Site search engines require A LOT of work to get right
GLC-SX-MMD
Proline Cisco GLC-SX-MMD Compliant Ethernet
Transceiver

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

Sensei + Watson = Constantly Learning Site Search
Download python script to automate testing of Watson @ github.com/davidtzau

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

Aggregated Gains
1%
Improvement
1% Decline

Chris Haleua
chaleua@adobe.com
Twitter: @chrishaleua
linkedin.com/in/chrishaleua
Q&A
David Tzau
davidtza@cdw.com
Twitter: @davidtzau
linkedin.com/in/davidtzau

Adobe Summit | The Digital Marketing
Conference
March 19-23, 2017, Las Vegas

Advertising Insights through Segmented Analytics - Adobe Summit 2017

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