Tag Archives: econsultancy

Savvy Marketers Drive Attribution with User Engagement Metrics

At the turn of 2011, the buzz word ‘attribution’ began to garner attention as marketers started to realise value in customised attribution modelling. Understanding the true value of individual channels in a final conversion has always been an ideal strived for.

Reliable insight data allows marketers to understand the interplay of each channel, better enabling them to influence their end goals and increase efficiencies. What’s key, however, is that they can do this by allocating budget across those channels (or channel combinations) that drive results. With this in mind, it’s easy to see the flaws in last-click: a legacy solution with no real concept of applying credit where credit’s due.

With just over half of online marketers using custom attribution (72% of which use first or last-click),I’m sometimes left scratching my head wondering what the other half are doing with all their data.The old cliché ‘knowledge is power’ seems fitting about now; there are some justifiable reasons, the biggest being politics within marketing departments (different teams for different channels) and technological limitations (particularly of larger organisations that are heavily reliant on older tools). Of those who are using some form of attribution, only a tiny proportion had any faith in a totally accurate form of modelling being available.  This is the result of the huge variables that go into assigning credit. What is the value of a social media click vs. a brand search vs. video engagement to the end conversion? Do these values change with product or category, time of day or season?

With the insights currently available it’s no wonder that once marketers begin to tackle the issue of Big Data, it presents big fears. Tools and teams are available to marketers through agencies and technology providers who work together to try to alleviate these problems by investing large amounts of time and money in statistical modelling.

Marketers, however, can approach the problem from a different angle. IgnitionOne coined the term ‘attruebution’ at a Jump event hosted by Econsultancy in 2012 when they spoke of the pioneering approach they had taken to tackle the above issues. What if you were able to assess channel engagement by assessing user behaviour online and linking that to the referring traffic source?

IgnitionOne uses standard online media metrics as well as an audience scoring algorithm to determine a prospect’s buying propensity by evaluating the past behaviours of converters and non-converters. This is a big step forward, as many technologies only consider the average 3% of converters typically seen on a website. The data is then used to evaluate the effectiveness of media interactions and provide customer-driven scientific weighting that eliminates the guess work in delivering suitable attribution profiles. With the change in focus from latency and exposure models, it provides a greater insight into the value that is generated with each media touch point.

The graph above demonstrates that although PPC renders the highest conversion rate, it also produces the least amount of user engagement. With this in mind, how valuable was this channel towards the end conversion? Highest engagement was driven by the social channels so what would be the result of reducing budget in this area to increase PPC spend?

Do you really need to attribute your data? The short answer is yes. If not now, sooner rather than later. It’s a bigger priority for certain verticals, and management teams will need to evaluate the percentage of their conversions that are the result of multi-channel interactions. From this they will have a better idea of the ROI from any media investment they make.

When you finally do decide to take the leap and move off the legacy last-click, have a real think about what you hope to achieve. By thinking outside of the box marketers can take advantage of potential insights and use this to drive their hard earned budgets into the areas that they know are producing real results. No more squabbling between internal teams about who should get what, when the data speaks for itself.

Free Download: 2012 Econsultancy PPC Bid Management Technology Buyer’s Guide

The IgnitionOne team worked with Econsultancy this year to be included in their 2012 PPC Bid Management Technology Buyer’s Guide. This buyer’s guide is a valuable tool for those interested in the global market for paid search bid management technology. The report contains a detailed analysis of market trends and guidance about how to select the right technology. The guide is relevant for marketers based in the UK and US, as well as those in other parts of the world. It also includes trends in the marketplace, as well as an assessment of the sector’s strengths, weaknesses, opportunities and threats. Topics covered include:
  • Integration with social media APIs and other types of biddable media
  • Mobile bolsters further growth in paid search
  • Integration of marketing channels leads to focus on attribution
  • Real-time bidding provides new opportunities for search marketers

We are very proud of how IgnitionOne’s offerings and solutions were very well received and are honored to be figured prominently.

This report would normally cost marketers $400, but through our partnership with Econsultancy, we have made it available to you through our website: http://www.ignitionone.com/en/research/econsultancy-ppc-bid-management-technology-buyers-guide

IgnitionOne Industry Digest

August 2012

This is the most recent issue of the IgnitionOne Industry Digest, created to keep you up-to-date on the latest industry insights and news. If there are any interesting and relevant articles that you would like to see featured in the next issue, please email Vanessa.Ralls@IgnitionOne.com

Company Highlights

US Paid Search Spend Growth Slows in Q2; Mobile Keeps Rolling
Marketing Charts
June 29, 2012

Marketing Charts uses IgnitionOne Q2 data to compile their report on paid search and mobile growth.

Marketers Continue Upward Trend in Paid Search Advertising says IgnitionOne Report
Mobile Marketing Magazine
June 29, 2012

Mobile Marketing Magazine highlights information provided by IgnitionOne that notes mobile growth and paid search statistics.

Fully Utilize Attribution in Search Marketing
DMNews
July 1, 2012

Roger Barnette’s byline encourages marketers to measure their performance through cross-channel attribution and move away from inefficient last-click.

Will Facebook Crack Mobile? IgnitionOne’s Michael Stephanblome on the Future of Social
The Drum
July 2, 2012

Q&A with Stephanblome covering his opinion on Facebook’s IPO valuation, how the company will crack mobile platforms, what he thinks will be the next big thing in social media marketing and more.

The New Millennial: Generation FB
Digital Marketing Suite
July 3, 2012

Lisa Arsenault, Head of Client Solutions for IgnitionOne, discusses how Facebook is the epicenter of a generation and makes suggestions for how marketers can appropriately advertise using the platform.

Paid Search Drives Highest AOV for Travel Industry
eConsultancy
July 10, 2012

Econsultancy uses IgnitionOne data to fuel their article on paid search and the travel industry, highlighting that paid search drives a 71% higher AOV than any other single channel.

Google Takes Mobile on Attribution Path
MediaPost
July 11, 2012

Information from IgnitionOne’s Travel and Retail Report is referenced to support this MediaPost article on attribution and analyzes the channel paths to conversions.

Paid Search Growth Slows, Mobile Spikes in Q2 2012
Search Engine Watch
July 13, 2012

IgnitionOne data is used to support claims in this article regarding paid search trends.

Seven Years In, It’s Time for Social to Grow Up
AdAge
July 16, 2012

Will Margiloff’s byline questions how marketers value social and insists that social provides better advertising opportunities and an efficient method of measuring user engagement and interaction with brands.

Paid Search Drives the Highest Value for the Travel Industry
Fourth Source
July 17, 2012

Centers on IgnitionOne data that reveals paid search is the key driver in getting customers to spend more money.

Attribution Requires Marketers to Understand Display Ad Impact
MediaPost
July 17, 2012

The IgnitionOne Travel and Retail Report’s explanation of ways to reduce conversion times simply by rearranging media in the purchase funnel is mentioned.

Where Display Fits
MediaPost
July 18, 2012

In his byline, Eric Bamberger discusses the symbiosis of display and search in the end-result of a conversion and makes an argument against last-click attribution as it typically omits the importance of display in the path to conversion.

Still Buoyed by Search Business, Google Posts 21% Revenue Growth
AdAge
July 19, 2012

Roger Barnette comments on the Google Q2 reported earnings.

Ollie Bath, Head of Client Solutions, EU for IgnitionOne, explains how understanding attribution can lead to faster conversations and higher order values
Travel Bulletin
July 20, 2012

Ollie Bath discusses how integrated campaigns are most powerful when you have a fully-attributed view of online advertising, providing insight into how digital channels work together.

PPC & SEO – How Well Do They Play Together
Digital Marketing Suite
July 26, 2012

Meghan McDonnell explores multiple studies on paid and organic search, concluding that paid media fuels overall search traffic.

James Yancey, VP of Global Strategy at IgnitionOne, on the Future of Facebook Sponsored Stories Combining Social Graph and Third-party Data
ExchangeWire
July 26, 2012

James Yancey discusses the future of Facebook Sponsored Stories combining social graph and third-party data.

What Do A BLT And Search Marketing Have In Common?
MediaPost
July 27, 2012

Roger Barnette’s byline focuses on search marketing strategies, and discusses how organic and paid search work in concert and when the two function together, CTR, conversions and profitability will increase. Search marketers must work closely with other digital media disciplines in order to garner results.

Industry Insights

Success through Testing: Don’t Forget the Scientific Method
Search Engine Watch
July 5, 2012

Similar to science, digital marketers can benefit from testing by using steps in the Scientific Method. Characterizations and experimentation show how to test and hypotheses and predictions show what to test.

Is Click-Through-Rate Still a Good Measure for Success?
MediaPost
July 10, 2012

DeShazer argues that in other digital channels, business objectives need to be clearly understood and made tangible through defined KPIs in order to gauge whether the advertising is effective or not. Can this be translated for Facebook as well?

The Ripple Effect of Following a Brand on Social Media
eMarketer
July 10, 2012

A study found that 22% of Internet users would buy a brand that a friend liked or followed on a social network. The impact of liking a brand continues to grow in significance for companies, who feel that catering to their fans on social media outlets is a method of cultivating brand advocates who will support and recommend the brand, as well as its products and services.

Search Marketing’s Influence on Mobile Commerce
MediaPost
July 12, 2012

A report was released on the influence from search engine marketing that puts US mobile commerce spending at $36 billion by 2015 and that global revenue from mobile advertising and content should reach $67 billion this year. The report indicates that search will increase advertising and commerce but that mobile marketing will also contribute. Search on mobile demonstrates immediate intent and because mobile is a personal device, recommendations and ads target the individual. Keywords in text messages, searches, photo tags, and area codes will all play a role in ad targeting and marketing, as well as the ability to push content and recommendations that will lead consumers to make more purchases on mobile devices.

The No. 1 Concern of Digital Marketers: ROI
DIGIDAY
July 17, 2012

In a survey by the Association of National Advertisers, 62% of marketers said the inability to prove ROI in new media platforms is their top concern. They expressed unease over having proper metrics to determine the right media mix of traditional and digital media and 53% said there’s a lack of understanding about digital media among key people within their organization. Further, 40% of marketers are not measuring social to business results at all.

Mobile Search to Hit $15B in 2017
MediaPost
July 18, 2012

Juniper Research issued a new forecast projecting that revenue from mobile search and discovery will nearly triple to $15 billion worldwide in five years.

How Blank Display Ads managed to Tot up Some Impressive Numbers
AdAge
July 23, 2012

Ted McConnell created an ad that offered no message and then enabled the ad to ask anyone who clicked why they did so (whether it was mistake or if they were curious). The average CTR the 500,000 impressions received was .08%, leading McDonnell to question what a click is: “Is it just an indication of a person solving a little mystery along the route of his quest? Is it an experiment? Is it a nervous tick? Or all of the above?”

Balancing Dueling Goals: Quality and Scale
MediaPost
July 23, 2012

Netmining’s Chris Hansen discusses how to effectively run an audience targeting campaign. By balancing quality, where on the page the ad appears and how well it can viewed, and scale, a marketer will likely achieve his goals.

Consumers Willing to Offer Personal Info for Better Ads
Vator
July 20, 2012

A recent survey found that consumers are happy to give their personal interests to marketers if they see a positive return. The study also found that consumers are excited by the idea of getting rid of the noise and removing irrelevant marketing messages, even if that means that they have to take a little time to rate different brands, ads, and segments.

Email and Search are Most Popular Mobile Tasks: Infographic
eConsultancy
July 24, 2012

An infographic by Deloitte that shows that more than half of the UK population (52%) now own a smartphone, while tablet penetration stands at 16%. It also indicates that tablet users spend an average of £2.50 per month on apps compared to just 80p for the average smartphone user.

Trusting the Brand Enough to click on the Search Link
MediaPost
July 24, 2012

About.com released a study, revealing that consumers must trust a brand before they click on its ads. 84% of survey participants said trustworthiness has become a requirement before interacting with a brand. About.com identifies ten elements of trust. Some 99% of survey participants consider accuracy the most important element to gain consumer trust. Relevance follows with 98%; and fairness, format, transparency, and expertise tie for third at 97%. Choice and reliability are next at 95%, and awareness at 93%.

Tablets to Lead Mobile Advertising in 2014
MediaPost
July 23, 2012

A Yankee Group study forecasts that tablets will account for 53% of mobile ad dollars in 2014 compared to 47% for mobile handsets. They also found that 24% of tablet owners clicked on ads while using apps and 29% purchased extra content and indicated that tablets outperform smartphones across advertising, direct payment and in-app commerce.

A Timeline of Recent Facebook Ad Changes
ClickZ
July 24, 2012

A summary of news announcements regarding Facebook’s new advertising opportunities in 2012.

Why Brands must combine Paid, Owned and Earned Media
Social Chorus
July 24, 2012

The Altimeter Group published a report that states that brands do not integrate and align paid, earned and owned media, putting them at a disadvantage. In ten years, most media will encompass elements of all three. Digital, social, and influencer marketing programs are commanding larger portions of brand’s overall marketing budgets.

Facebook Tests Sponsored Results in Search Bar
ClickZ
July 24, 2012

Ads will begin to appear among organic search results in Facebook when users conduct searches for pages or places.

Display’s Future Hinges on Integration with Other Digital Channels
Marketing Pilgrim
July 25, 2012

A study by eConsultancy shows that 59% of marketers say increased integration with social media is very significant, 56% say the same for search and 50% for the personalization of online advertising. 44% of respondents are now integrating on-site content management and 37% are integrating search engine marketing.

Google Presents Strong Case for Online Political Advertisements
Search Engine Journal
July 25, 2012

An infographic that highlights facts about television, mobile, tablets and personal computers that should encourage the presidential candidates to re-evaluate their online advertising methods and strategy.

Display Isn’t Dying – It’s Just Getting Started
Adotas
July 27, 2012

The continuing discrepancy between consumer usage and ad spending in digital media, an online paradigm shift from direct response to brand advertising and the improving efficiency of online channels contribute to the argument that display advertising is only getting bigger.

Facebook is not Google
DIGIDAY
July 30, 2012

Google’s search revenue, a “once-in-a-generation business model” funded the company’s expansive efforts. But AdWords conveyed a message to VCs and entrepreneurs that the ad business was a basic engineering problem that could be solved with an algorithm. Facebook’s attempt at pioneering a new form of advertising based on social signals, in conjunction with its unproven advertising strategy, will take a long time to sort out.