Improving Your Acquisition Data

Transcription

1 Improving Your Acquisition Data Presented By: Axel Queffeulou July 02, 2015

2 Game Plan 1 About iprospect Canada 2 Introduction 3 Part 1: Google Single Stack 4 Part 2: iprospect s URL Builder 5 Conclusion 2

3 About iprospect Canada 3

4 We are a story of growth and performance. iprospect founded in Boston 1996 Natural Search Analytics Founded in Montreal Paid Search NVI opened its Toronto office Social Media Conversion Optimization NVI becomes iprospect years of digital performance 4

5 CANADA TORONTO Guillaume Bouchard CEO, Canada MONTREAL OFFICES LANGUAGES CLIENTS EMPLOYEES 5

6 Digital Analytics Attribution Modelling Measurement Planning Data & Insights Marketing Development Conversion Optimisation Outsourced Analyst iprospect has a proven track record of step-changing performance with data-driven marketing. Visual Analytics Technology Selection Tag Management Data Consultancy

7 Introduction 7

8 Acquisition Part of the ABC Framework Strong on last-click attribution 8

9 Part 1 Google Single Stack 9

10 What is Single Stack? 1 2 Combining solutions from a single vendor to generate efficiency and agility for all of your digital performance. Having a single user interface to work with. 10

11 Single Stack Brings all of Digital Together 11

12 Marketers are showing increasing interest in the concept of a consolidated buying platform to both ameliorate their big pain points and get them closer to delivering on the promise of the right ad to the right user at the right time in the right place. Source: Forrester consulting, Navigating the Road to the Consolidated Buying Platform,

13 Efficiency and Effectiveness in a Single Stack 80% Campaign teams were spending on average only 1 day in 5 on value-creation activities, with 80% of their time spent on low-value activities such as trafficking. 33% Using a unified ad technology stack (a single stack) generates resource-productivity improvements on average of 12% and up to 33% across the campaign lifecycle. Source: BCG, Cutting Complexity, Adding Value,

14 Benefits of Single Stack 14

15 Benefits of Single Stack Accurate View of Data We use the same calculations across all products, therefore we have the same way of measurement. Automate Tool Integration Instead of wasting time trying to make sense of multiple products, you save time doing other high value activities. Streamlining / Faster Execution Faster turnaround and the ability to launch new campaigns quicker, as well a real-time response. Increased Performance Due to better communication between the different tools, It is much easier to identify opportunities and to generate more ROI. 15

16 Benefits of Single Stack Better Attribution Modeling Attribution modeling made easier. Having the right data for each channel. Support Comes From a Single Entity A great, big, reliable company: Google (best of class support) along with iprospect. Cost Efficiency Much easier and quicker to implement, therefore taking up less time and money. 16

17 Part 2 iprospect s URL Builder 17

18 Acquisition All traffic sources 18

19 Acquisition Paid Natural 19

20 Acquisition Google Single Stack Other Marketing Natural 20

21 URL Builder What kind of data can you get from Other Marketing? Other Marketing Google Single Stack Other Marketing Natural 21

22 URL Builder What kind of data can you get from Other Marketing? Other Marketing utm_medium utm_source utm_campaign utm_content utm_term 22

23 What If You need more than 5 Other dimensions? Marketing You don t want to disclose the campaign information in the URL? You want to avoid misuse of the parameters (duplicate, typo, omission)? 23

24 Case Study We created a smart URL Builder Smart you say?? Built on Google Spreadsheets (easy to use) Collaborative Value restriction + auto completion Mask the UTM values in the URL Expand the number of dimensions Detect HTTP responses of URL (200, 404, etc.) Automatically shorten URL with goo.gl service Archive system 24

25 How does it work? 25

26 Steps Select Dimensions 2. Add Custom Dimensions 3. Generate URL Medium Source Campaign Term Content Session level dimensions 26

27 Steps Unique Cryptic ID 5. Dimension Widening / Data Upload 3. URL Generated API ID ID All 15 dimensions are associated with a unique anonymous ID Session level dimensions 27

28 Introducing 28

29 Conclusion Google Stack simplifies everything within Google products, but also has interesting ways to boost the quality of all your other acquisition data. 29

30 Questions?