Channel Connect 4 Search

(1)

Ganzheitliche Kampagnen

Marco Senftleben | Head of Account Management

(2)

Ganzheitliche

Kampagnen

© 2010 MediaMind Technologies Inc. | All rights reserved

(3)

Welcher Weg führt zur Conversion?

SEARCH

Erwarteter Weg zur Conversion

Tatsächlicher Weg zur Conversion

BUY

CLICK

INTERACT

SEE

(4)

Search & Display — besser zusammen

Die Vorteile liegen auf der Hand…

7x Display Only;

3x Search Only

6x Display Only

© 2010 MediaMind Technologies Inc. | All rights reserved

Anstieg Site Visits

Anstieg Time Spent

Source: Microsoft Advertising and Comscore case study (M&F 30+, 11M unique users, 52M impressions)

(5)

Search & Display — besser zusammen

Display

Search

Ganzheitliche

_Kampagne

getrennt

zusammen

Display

Kampagne

Display

Kampagne

Search

Kampagne

Search

(6)

Vorteile

© 2010 MediaMind Technologies Inc. | All rights reserved

(7)

Was ist CC4S?

CC4S soll die Überschneiden von Search & Display

aufzeigen. Das bedeutet:

Korrekte Conversion-Daten

Cross-Channel Einsicht

Path to Conversion Analyse

SEM-Tool unabhängig

(8)

Wenn Search und Display separat getrackt werden

Wenn Search und Display zusammen getrackt werden

Korrekte Conversion Daten(De-Duplizierung)

display

De-Duplizierung-Conversion wird

korrekt im zuletzt

genutzen Channel

getrackt

Conversion wird

fälschlicherweise in

beiden Channeln

getrackt

© 2010 MediaMind Technologies Inc. | All rights reserved

</display_tag>

</search_tag>

</display_tag>

</search_tag>

Ein Conversion Tag

für jeden Channel

</EB conversion _tag>

Nur ein Universal

Conversion Tag wird

für beide Channel

benötigt

Cross-channel Kontakt

search

(9)

Cross-Channel Einsicht

Served

Impressions

CTR

Other Channel

Impact Rate

ROI

ROAS ($)

Total

Conversions

Click to Conversion

Rate

249,414

2.86%

60.12%

30.41%

1.30 1,216

17.05%

149,501

2.84%

58.67%

25.60%

1.26

588 13.85%

149,501

2.84%

58.67%

25.60%

1.26

588 13.85%

99,913

2.89%

61.46%

36.24%

1.36

628 21.76%

99,913

2.89%

61.46%

36.24%

1.36

628 21.76%

537,523

0.80%

28.22%

16.25%

1.16

165 3.84%

266,215

0.79%

29.70%

6.62%

1.07

81 3.83%

4,293

2,113

Display

Mind the Gap US

Campaign Type

Campaign

Publisher/SE

Total Clicks

Search

7,132

Eyeblaster SE - Google

4,246

Google

4,246

Eyeblaster SE - Yahoo

2,886

Yahoo

2,886

Cross-Channel Overview Report

Display

Campaign Type

Search

Other Channel

Impact Rate

60.12%

58.67%

61.46%

28.22%

29.70%

Total

Conversions

1,216

588

628

165

81 Zusammenführung von Search & Display Daten

266,215

0.79%

29.70%

6.62%

1.07

81 3.83%

67,931

1.17%

37.88%

2.35%

1.02

14 1.75%

50,714

0.47%

15.79%

21.91%

1.22

22 9.32%

147,570

0.73%

35.42%

1.69%

1.02

45 4.17%

271,308

0.80%

26.73%

27.75%

1.28

84 3.85%

168,906

0.44%

23.72%

-15.95%

0.84

24 3.20%

90,302

1.38%

34.68%

72.76%

1.73

48 3.86%

12,100

1.55%

21.80%

27.45%

1.27

12 6.38%

786,937

1.45%

44.17%

28.19%

1.28 1,381

12.09%

2,113

798

236 1,079

750 1,242

2,180

188 Yahoo! UK

AOL Japan

MSN MX

Mind the Gap Int.

Turner / CNN

Fox News.com

MSN \ MSNBC

Mind the Gap US

Totals

11,425

Totals

Search & Display —

alles auf einmal!

29.70%

37.88%

15.79%

35.42%

26.73%

23.72%

34.68%

21.80%

44.17%

Überschneidungen

beider Channel

81

14

22

45

84

24

48

12 1,381

(10)

61,57%

91,80%

54,70%

65,09%

67,59%

60,00%

80,00%

100,00%

ROI - Entire Path vs. Last Ad

Path to Conversion Analyse

Einblick in Vermarkter-Performance

100%

20%

50%

33.33%

Conversion Analysis by Publisher (Entire Path)

Total Clicks

Average Position in

Path

**ROI (*Entire Path)**

**ROAS (*Entire Path)**

Total Occurrences

Total Conversions

**(*Entire Path)**

Click to Conversion

Rate

1,242

1.17 61.57%

1.62

234

86 6.92%

1,079

1.24 91.80%

1.92

502

194 17.98%

236

1.21 54.70%

1.55

268

72 30.51%

4,246

1.32 16.91%

1.17

656

427 10.06%

750

1.42 65.09%

1.65

746

252 33.60%

798

1.36 67.59%

1.68

303

146 18.30%

2,886

1.26 24.78%

1.25

699

195 6.76%

188

1.27 31.37%

1.31

195

9 4.79%

11,425

1.27 28.19%

1.28 3,603

1,381

12.09%

Totals

786,937

1.45%

1.55%

Yahoo! UK - Internal

Marketing

12,100

Yahoo

99,913

2.89%

1.17%

MSNBC

67,931

MSN MX

168,906

0.44%

2.84%

Google

149,501

Fox News.com

50,714

0.47%

CNN Money - Turner

147,570

0.73%

Publisher

AOL Japan

90,302

1.38%

Served impression

CTR

Conversion

Umsatz

AD 1

(Last Viewed)

AD 2

AD3

AD4

AD5

Conversion 1

100 Google

CNN

Weather.com

YouTube

Yahoo Search

Conversion 2

100 Google

CNN

Conversion 3

100 Google

CNN

Google

Conversion 4

100 Weather.com

YouTube

CNN

Yahoo Search

33.33%

© 2010 MediaMind Technologies Inc. | All rights reserved

16,91%

24,78%

31,37%

13,29%

1,69%

21,91%

29,33%

-13,36%

2,35%

36,24%

27,45%

-20,00%

0,00%

20,00%

40,00%

AOL Japan CNN Money

-Turner

Fox

News.com

Google

MSN MX

MSNBC

Yahoo

Yahoo! UK

-Internal

Marketing

ROI (Entire Path)

ROI (Last Ad)

€300

33.33%

€170

Conversion Analysis by Publisher (Last Ad)

Total Clicks

**ROI (*Last Ad)**

**ROAS ($) (*Last Ad)**

Total Conversions

**(*Last Ad)**

Click to Conversion

Rate

1,242

13.29%

1.13

48 3.86%

1,079

1.69%

1.02

45 4.17%

236 21.91%

1.22

22 9.32%

4,246

29.33%

1.29

588 13.85%

750 -13.36%

0.87

24 3.20%

798 2.35%

1.02

14 1.75%

2,886

36.24%

1.36

628 21.76%

188 27.45%

1.27

12 6.38%

11,425

28.19%

1.28 1,381

12.09%

Totals

786,937

1.45%

Yahoo! UK - Internal

Marketing

12,100

1.55%

Yahoo

99,913

2.89%

MSNBC

67,931

1.17%

MSN MX

168,906

0.44%

Google

149,501

2.84%

Fox News.com

50,714

0.47%

CNN Money - Turner

147,570

0.73%

CTR

AOL Japan

90,302

1.38%

Publisher

Served impression

(11)

Path to Conversion Analyse

Cross-Channel Strategie festlegen

Ad 4 Total Clicks CTR Percentage of Total Paths

Total Conversions

Total Revenue ($) Percentage of Total Revenue

Average time to Convert (Days)

Average Path Length

4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53 406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00 908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00 Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00 Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00 Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00 Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00 Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00 Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00 Search Search Display Display Display Search

Display Search Search 23,983

Both 6,554

Exposure Group Ad1 (First Viewed) Ad 2 Ad 3 Ad 5 Served Impressions 10,589 Search Search Display Display Search Display Display Display Search Search Search Search Display Display Search Display Display Search Search 20,468 8,994 11,682 29,236 28,656 21,226

Both

Exposure Group

Total

Conversions

Total Revenue ($) Percentage of Total

Revenue

Average time to

Convert (Days)

Average Path Length

2,129

154,836.96

57.67%

10.59

2.53

272 20,975.34

7.81%

14.00

2.00

195 24,491.63

9.12%

7.00

1.00

4

577.36 0.22%

10.00

4.00

4

127.59 0.05%

10.00

4.00

3

389.31 0.15%

9.00

4.00

3

41.21 0.02%

19.00

4.00

2

81.97 0.03%

7.00

3.00

1

73.95 0.03%

4.00

0

0.00 0.00%

26.00

4.00

2.129 1500

2000

2500

Cross Channel Conversions Synergy

Percentage of

Total Paths

69.32%

8.86%

6.35%

0.13%

0.10%

0.07%

0.03%

0.00%

Ad 4

Display

Search

Display

Search

Display

Search

Display

Search

Ad1 (First

Viewed)

Ad 2

Ad 3

Ad 5

Search

Display

Search

Display

Search

Display

Search

Display

Search

Display

Search

Display

Search

Display

Search

Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00 Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00 6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98 1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00 1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00 1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00 Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00 Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00 2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98 364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00 127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00 530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00 Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00 Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00 Search Display Search Search 8,553 Search Only 75,244 80,357 Display Display 23,537 Display Display Only Search Search Display Search Display Search Display Display Display Display Display Display Display Display Display Display Search 9,867 Search Search Search 33,452 Search Search Search 9,943 Search Search Search Search 13,429 19,203 16,862 7,974 12,781 21,226 7,691

Search Only

Display Only

Cross-Channel Synergien

Nutzerverhalten verstehen durch Path to Conversion

0

0.00 0.00%

26.00

4.00

466 55,751.64

20.77%

6.92

1.98

201 25,688.91

9.57%

5.00

2.00

142 16,204.92

6.04%

1.00

114 13,193.34

4.91%

10.00

3.00

7

532.14 0.20%

24.00

4.00

2

132.33 0.05%

27.00

5.00

476 57,890.47

21.56%

8.53

1.98

227 30,859.82

11.49%

4.00

2.00

142 19,067.39

7.10%

1.00

85 7,220.56

2.69%

18.00

3.00

18

719.97 0.27%

4.00

4

22.73 0.01%

26.00

5.00

466

476

0

500 1000

Both

Display Only

Search Only

Total Conversions

0.00%

15.18%

6.55%

4.62%

3.71%

0.23%

0.07%

15.50%

7.39%

4.62%

2.77%

0.59%

0.13%

Search

Display

Search

Display

Search

Display

Search

Display

Search

(12)

SEM-Tool unabhängig

Dart Search

Freie Auswahl

SEM Tool wird aufgezwungen

(13)

Wie funktioniert es?

Setup Prozess

1. Advertiser, Suchmaschine,

Username and Passwort

eingeben

1. Advertiser, Suchmaschine,

Username and Passwort

eingeben

2. Search Kampagne

auswählen und “Finish”

anklicken

2. Search Kampagne

auswählen und “Finish”

anklicken

(14)

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DANKE!