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Nick Cristal
Performance Business Director
This picture has been the
source of many internal jokes….
Who is this guy?
PREPAREPlan as a performance team- sit together & discuss collectively
Reason as a performance team- The approach & ideology cannot be in silo
Educate your planners- Any specialist should know other specialisms
Practice your approach- small scale tests and scenario planning
Affiliates are not last click- move away from pure CPA
Require integration to delivery- how tech make this a reality
End at the start- Look at the first thing you wrote- does it
agree with your final delivery?
Case Study- Barclaycard59%
11%
72%
Barclaycard seeked
growth in an increasingly
competitive market. To
achieve this Maxus
needed to approach
performance media
planning and activation
fundamentally differently
1.
2.
3.
Takeaway sentence 2:
‘Dipping for the line won’t win you the race, use your technology to perform’
That means linking this together
Advertiser Analytics
Cross Channel Technology
Specialist Channel Technology
Welcome to the Technology Stack House
Real Time
DSPs, Networks, Search Optimisers
DMPs, Attribution tools, Adservers
LTV, Onsite analytics, drop out
Advertiser Analytics
Cross Channel Technology
Specialist Channel Technology
This feeds into the wider picture
TV
Display
Radio
OOH
In-house
Sizmek
Convertr
Case Study 2- FIAT
Provides scrubbed & scored leads
De-dupes data, attributes channels
Integrates Leads into localised dealersAdvertiser
Cross Channel
Specialist
In-House
Sizmek
Convertr
Case Study 2- FIAT
Convertr
Provides ROI down to Lead source level OrchestratorProvides Dealers with
score lead details
Sizmek
Provides top & bottom funnel lead analysis
Deduped Leads
Integration allows Display and FB retargeting
Lead Quality Feedback
Case Study 2- FIAT
In-House
Sizmek
Convertr
Convertr
Provides ROI down to Lead source level OrchestratorProvides Dealers
with score lead details
Sizmek
Provides top & bottom funnel lead analysis
Deduped Leads
Integration allows Display and FB retargeting
Lead Quality Feedback
Real Time Information. Real Time Decisions.
TV
Display
Radio
OOH
Takeaway sentence 2:
‘Dipping for the line won’t win you the race, use your technology to perform’
Look at the whole race
Takeaway sentence 2:
‘Dipping for the line won’t win you the race, use your technology to perform’
Build you tech stack correctly
Case Study 3- Barclays
What is the value of Affiliate Marketing? A.K.A Why Are we running this race?
Step 1- giving context
Insurance revenues declined by 10% YoY Q4 2015New tech-platform for home insurance would “pave the way for benefits for customers in 2016”
Reported a 7% growth in pre-tax profits YoYRumours on floatation- valued at £1 billion
Zoopla buys Uswitch for £190mDiversifying their offering; first Credit Cards awards in 2016
Confused pre-tax profits fell to £15.8mDriven by Google natural search algorithm changes
66% of people use digital to arrange HI
• 58% desktop & 8% mobile
• Advertiser Ad spend reduced by 13% since due to aggregator popularity
40% of consumers used an agg at last renewal
• 64% used agg at previous renewals
• 23% more interested in incentives than policy. 45%- 18-34 yr-olds.
Aggregator behaviour varies by demographic
• 63% of tenants view aggregators as essential for HI
• 56% of over-55s do not consider aggregators as important
Step 1- giving context
£80,000,000
£85,000,000
£90,000,000
£95,000,000
£100,000,000
£105,000,000
£110,000,000
2015 2014 2015
Aggregator TV Spend YoY
Step 2- cross-channel understanding
75% of all clicks ‘best current account’
50% of all clicks ‘current account’
Step 2- cross-channel understanding
They
Say
Maxus
Says
GoCo and RPD feel that this is the future of fair comparison
Shift won’t happen overnight. Consumer behaviour will lead the way for this.
Demand not supply shifts comparison
Tool provides consumers with better choices-increases Aggs EPCs
More partners join the functionality with GoCo and CTM launching in 2016
Step 3- future building
Offsite changes
On site changes
Transparency
Changes to APR size, apply now colour, promoted deals, dropdown limitations
Step 3- future building
Maxus POV-2016Direct to site
• Aggregators increasingly becoming the home of comparison for the consumer
Competition
• Acquisitions & flotations will make the market more competitive
• This leads to product diversification and new technology innovation
Improved customer experience
• Balancing automated personalisation with regulation will shape ways of working with aggregators
Step 4- Providing a POV
Takeaway sentence 3:
‘There’s no point in running a race unless you truly know what you’re performance
means’
Takeaway sentence 3:
‘There’s no point in a Performance unless you know what you’re performing for’
The Silo view is very limiting
Takeaway sentence 3:
‘There’s no point in a Performance unless you know what you’re performing for’
This is not just a label
‘Don’t Just Eat Chicken Nuggets’
‘Don’t Just Dip for the Line’
‘Don’t race without understanding what it’s for’
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