What's New On Google - May 2013 Session

Forget  about  channel  &  device,  be  user  centric!  

Last Click is not the king

???

Day to day

I’ve bought wine online !

My buying cycle

43% Recomended

website

My buying cycle

23% Research

Smartphone, Purchased

desktop

35% Research Online

before buying offline 90%

Use multiple screens sequentially to

accomplish a task over time

The web buying cycle

Multi-device in Belgium

•  Le Soir, January 2012: 21%"•  Trends, March 2012: 26%"•  Google & Ipsos, April 2012:

22%"•  AWT, May 2012: 35%"•  Mobistar October 2012:

33,6%"•  GFK March 2013: 42%"

Context drives device choice

We even have data’s by hour!

Context drives device choice

Devices are personal !

00H 24H

Who’s right?

THE GEEK vs. THE FATHER

Who’s right?

THE GEEK and THE FATHER

Customer 1: Online purchase Low average basket Always connected Impulsive buyer

Customer 2:

Online purchase High average basket

Internet user Rational buyer

Internet is everywhere

Keep focus

$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$

2

Don’t waste money, invest better !

Play the doctor !

Customers symptoms

They are all differents but: §  Always search for a specific generic KW §  Always come 3 times before converting §  Always consult a specific page §  Havn’t received any eMail §  First touch point is always the same …

User segmentation

Customer 2 Male No Smartphone Retired

Customer 1 Female Smartphone Managing director

Prospect Male Smartphone Student

Both are customers with differents habbits

What’s the goal then?

What’s the goal then?

What’s the goal then?

What’s the goal then?

What’s the goal then?

What’s the goal then?

What’s the goal then?

« Attribution modelling helps you to be less wrong »

« Attribution modelling helps you to invest better »

« All models are as wrong as usefull »

What’s the goal then? #When was the last time you did something for the first time ?

Thank you !

?

E’s

How can AdWords help today ?

AdWords Conversion Funnel

When do People Convert ?

Actual situation

Campaign 1

Campaign 2

Campaign 3

Cross-device

That girl is a session breaker !

Purchaser who did research online & offline before purchasing

Source: Consumerbarometer

People That used a device for research before purchasing

Source: Consumerbarometer

Do you know it?

Cross-device tracking !

Not anymore !

Mass Communication is over

The right message, on the right device, @ the right moment.

What’s New ?

Win moments that matter

Key Features of Enhanced Campaigns

Smarter Ads – Sheduled Ads

Smarter Ads - Customized & extended for mobile

Smarter Ads - Located around Store

Shoe Store

Smarter Ads - Context Matters !

Delivery Map

What’s next ? Google Now !

What’s Next ? Google Now!

Conclusion

Man’s mind, once stretched by a new idea, never regains its original dimensions - Oliver Wendell Holmes -

Assigning conversion to the right channel(s)"

How to determine the right attribution model

28/05/13

Common mistake : last click attribution"

53"

Other alternatives"

54"

Linear  a7ribu8on  

Time  decay  

Shopper’s multi-channel journey"

55"Google  -­‐  Shopper  Sciences  study  2012,  looking  at  the  purchase  journey  for  3,000  shoppers  in  tech,  CPG,  auto  and  finance  

Awareness   Considera-on   Pre-­‐purchase  

Define the right KPIs"

56"

Brand  

Product  

Message  

Short  list  

Preference  

Convic8on  

Search  details  

Search  advice  

Search  store  

Test  

Buy  

Postpone  

Pre  /  post  test  Exposed  /  control  group  

Ac8ons  (sales)  Abandon  step  (70%)  Queries  

Leads  Conversa8ons  

Awareness   Considera-on   Pre-­‐purchase  

Identify touch points"

57"

KPI  2012  –  KPI  2011  -­‐  Yearly  market  trend  =  incremental  impact  

Econometric modeling"Base line"Market trends"Influencing factors (awareness, promotions, distribution, ads…)""

58"

New  registra8ons  are  influenced  by  various  factors  VW Golf econometric model"

59"

Search interest for VW Golf

New registrations VW Golf

direct   indirect  impact  

ATL advertising for VW Golf / category

Market Seasonality

Car Scrap Bonus

Brand Loyalty VW Golf

Product lifecycle VW Golf Indirect

impact from other factors through search

organic search

paid search

Direct influencing factors"

60"

39,5%

14,5%

12,7%

15,7% 15,7%

17,7%

100%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Basic brand loyalty (no short term effects)

Car Scrap Bonus (and seasonality)

VW Golf product lifecycle

Short term brand interest (organic search)

Advertising (TV, Press, Online / SEM, Outdoor)

Total new registrations for VW Golf

Being  the  category  leader,  over  50%  of  VW  Golf  new  car  registra8ons  are  a  direct  result  of  brand  loyalty  –  either  from  a  basic  brand  loyalty  that  does  not  move  quickly  or  from  short  term  changes  in  brand  interest  (indicated  by  an  upli^  in  search  volume).  Adver8sing  accounts  for  18%  of  registra8ons.  

Total  number  of  new  registra8ons  

Trommsdorff  &  Drüner:  VW  golf  econometric  modeling  2010  

Econometric modeling"Germany : 77% online searches before car purchase vs Belgium 66%""

ROPOResearch Online Purchase Offline!

Consumer  Barometer  IAB  Europe  –  TNS  -­‐  Google  

Google benchmarks"

62"

TV  ad  boost  =  +  25%  

Radio  ad  boost  =  +  33%  

Influence of media on search"

63"

 -­‐        

 200.000    

 400.000    

 600.000    

 800.000    

 1.000.000    

 1.200.000    

 1.400.000    

 -­‐        

 20    

 40    

 60    

 80    

 100    

 120    

 140    

 160    

 180    

 200    

Adver8sin

g  pressure  (€

 rate  card)  

Searches  

Free  sheets   Display   Mag   Outdoor   Dailies   Radio   TV   Car  brand  search  index  

Day Free  sheets Display Mag Outdoor Dailies Radio TV Total  mediaCorrel -­‐6                                       42                         33                         11                         8                             37                         70                         50                                      R² 0                                           17                         11                         1                             1                             13                         49                         25                                      

Econometric modeling : example"Is search predictive of sales ?"Google Germany &marketing consultants project : predict new car registrations for VW Golf based on branded search queries. ""

uplift in queries

MONTH

1 MONTH

2 MONTH

3

2  months  Hme  lag  

6  to  8  weeks  prior  to  an  upli^  in  new  car  registra8ons  an  upli^  in  search  queries  can  be  seen  on  Google.  

 Total  model  predic8on  quality:  

 ±  10%  of  quarterly  new  registra8ons  for  VW  Golf  

+ 10% 4.239  

+ 10% +  16%  

15 search queries 1  registra8on  

2  months  Hme  lag  

2  months  Hme  lag  

2  months  Hme  lag  

Trommsdorff  &  Drüner:  VW  golf  econometric  modeling  2010  

Conclusions about search & media Media influence"•  Direct sales (awareness, consideration)"•  Searches which lead to sales (pre-purchase)"

Searches are predictive of sales, they are not responsible for all sales.""Search influence is maximal"•  In pre-purchase phase to avoid last minute choice of

competitor (travel, promotional markets, easy to compare products, limited complexity, limited service)"

•  In purchase phase to retarget abandoned purchase"•  For product with short buy cycles or impulse buys"

65

Key take aways"•  Define your KPI"•  Identify touch points"•  Use econometric modeling to assign a weight to

influencing factors""Short buying cycle / impulse purchase"è More weight on last click"

Long buying cycle / rational purchase"è More weight on 1st touch point (cf brand loyalty)"

66"

Stephanie.rado@space.be"

Optimization of Content Management For Cross-Device Web

Marketing"

I’m a (business) geek !"

Georges-Alexandre Hanin"@gahanin"

@mobilosoft"

And I don’t seem to be alone"

1,5 TV per household*"

82% of householdown a computer**"

77% of householdare connected to the web**"

42% of Bel own a smartphone***"

33% of h. "own a tablet*"*Source: http://www.datanews.be - **: spf economie - ***: GFK Retail & Technology

It means you are not communicating to a single computer"

But to a person with multiple devices"

A person, that is connected"

And moving" 79% of smartphone users have looked for

local information*"

As a result 84% have

taken action*"

*Source: http://www.ourmobileplannet.com

Agenda"

•  The new challenges of Content Management"•  Managing your content across devices"

1ST CONSUMERS USE SEVERAL DEVICES"

To reach the same content at different periods"

""

Office: Computer Home: iPad Transport, toilet,

queues, meetings,…

To reach different content at different periods"

""Plan for shopping

Shopping list, directions,…

Cook, read, learn, relax

To reach different content at the same time" Tv: movie & Ads

Tablet - Smartphone: more ideas

To activate content from another device at the same time"

Tablet: gameboard Smartphone: player interface

2ND CONSUMERS DO MULTI-TASKING"

*Source: http://www.ourmobileplannet.com

And they are constantly triggered"

This has an impact on your web-visits !"

*Source: http://www.ourmobileplannet.com

In conclusion: many triggers, many behaviors, many devices, many places,…"

And we haven’t talked about Social Media yet…"

Agenda"

•  The new challenges of Content Management"•  Managing your content across devices"

1ST WHICH CONTENT WHERE ?"

How will your users consume your content ?"

Content consumption Management Type

What to do ?

Same content at different periods

Coherently The content must be the same across all media and devices

Different content at different periods

Action-related The content must be centered around the utilization periods for each device

Different content at the same time

Complementarity

The content must be centered around the best use of each device

Activate content from another device at the same time

Simultaneity

The content must be centered around the best use of each device

2ND WHICH FORMAT ?"

Screens"+ 5.000 types of cell-phones with more than 255

different screen sizes*

Among the 11 most used tablets, there are 4 different screen sizes and 8 resolutions **

*Source: http://www.binvisions.com - **: http://www.mobilesmashingmagazine.com

Among the 30 most recent smartphones, there are 17 different screen sizes and 19 resolutions **

iPhones …"

*Source: http://www.iphoneresolution.com/

Then, you must pay attention to …"

•  The device itself "•  The OS & navigator"•  The Internet speed

(Edge, 3G, 4G, Wifi)"•  The quality of the

hardware"•  The servers"•  The CMS"•  …"

HOW TO MANAGE YOUR CONTENT?"

1. Define your Content

Management Type "

2. Identify your target devices &

media"

3. Find the best tool to manage

your content across devices &

media "

How to identify the relevant tool ?"

Coherent Action-related

Complementarity Simultaneity

Content Consistently share data across platforms

Each content has its place (media, device)

Each content has its place (media, device)

Each content has its place (media, device)

Multiple formats

Necessary May be needed

Not really necessary

May be necessary

Performance Important Key Key Important

Publication timing

Less important Might be crucial

Key Key

A FEW WORDS ABOUT MOBILOSOFT"

We manage the virtual presence of Physical stores"

Virtual presence ? "

Promos Address & store

data

HOW DO WE DO THAT?"

We publish store data"

We create mobile websites

A mobile site for Godiva that shows what your customers really need:"ü  Stores ü  Promotions ü  Product catalogue ü  Links to social networks

Test it: http://m.godiva.be/

We make sure local promotions are well referenced"

On Foursquare, your mobile website and Google

All this is done via a single tool"

Centralize the data / content management

And synchronize across all platforms

106  

«  De  la  qualité  du  renseignement    nait  l’ac4on  »  

Agenda  

•  Scine8k  

•  3  examples  of  the  importance  of  the  way  to  view  DATA  to  get  a  more  user  centric  approach  in  e-­‐business  –  FROM  Independent  traffic  sources  analysis  TO  Smart  Conversion  a7ribu8on  

– Mul8channel  tracking  on  your  website  (and  further)  – User  centric  data  to  op8mize  your  website  

1

2

3

108  

Scine8k    is  an  e-­‐business  consul8ng  agency  

109  

Our  Mission    

Assist  our  client  in  developing  profitable  &  long  term  connected  business  

Measuring  Modeling  Interpre-ng  

UNDERSTAND  

IMAGINE  Consul-ng  Innova-ng  Conceiving  

Realizing  Op-mizing  

Driving  

ACT  SHARE  TransmiNng  Guiding  Coaching  

data  analysis  

design  

E-­‐  marke-ng  

Webanalyse  

Plan  de  taggage  

Segmenta8on    

Bilans    

Synergie  des  

canaux  

Modèle  économique  

AMOA  

Pilotage  efficacité  

Neuromarke8ng    

Look  &  feel  

Charte  graphique  

AMOA  (agence  créa  de  la  marque)  

Connaissance  client  

Repor8ngs  personnalisés  

Conversa8ons  sociales  

consul-ng  Stratégie  

Cross  canal  

Digitalisa8on  magasin  

CRM  

Business  plan  

Op8misa8on  con8nue  

Experience  client  

ergonomie  

Merch-­‐  search-­‐andising  

Trigger  marke8ng  

Personnalisa8on    dynamique  

Conversa8ons  et  co-­‐crea8on  

Plan  de  contact  personnalisé  

Business  

Ergonomie    

WHAT  WE  DO  

Campaign  mgt  

AMOA  Sélec8on  presta  

Choix  plateforme  

Catalogue    merchandising  

112

Interna8onal  mountain  brand  

WHO  WE  DO  IT  FOR  

FROM  Independent  traffic  sources  analysis  TO  Smart  Conversion  a7ribu8on  

1

Business  Case  

•  Mission  – An  interna8onal  mountain  brand  wanted  to  boost  its  business  online  but  didn’t  know  which  traffic  sources  where  the  best  for  them  

•  What  we  did    – We  tested  different  traffic  sources  for  our  client  to  be  able  to  calibrate  their  traffic  acquisi8on  strategy  

Similar  brands:  

N.B.  figures  presented  in  this  business  case  were  rebased  for  confidenHality  reasons  

1

Which  traffic  sources  were  tested  ?  

Traffic  to  website  

Affilia8on:  -­‐  CPA  -­‐  CPA  +  CPL  -­‐  CPC  -­‐  MG    

Promo  codes  websites  /  cash-­‐back  /  cart  abandonment  email  

Adwords  Brand  &  generic  

Emails  on  loyalty  +  prospects  database  

Co-­‐registra8on  on  volume  /shoppers  databases  

DB  

1

Results  

•  Some  sources  seem  to  be  lagging  behind  –  Affilia8on  –  Co-­‐registra8on  

•  While  other  sources  seem  to  be  top  of  class  –  Promo  codes  –  Loyalty  emails  

•  Tradi8onally,  we  look  at  how  much  it  costs  to  make  a  sale  from  a  traffic  source  (CPA)  

CPA  (based  on  last  touch  conversions)  

 34  €    

 5  €      11  €    

 46  €    

 3  €    

 -­‐      €      5  €      10  €      15  €      20  €      25  €      30  €      35  €      40  €      45  €      50  €    

Affilia8o

n  

Prom

o  code

s  web

sites  

Adwords  

Coregistra8o

n  

Emails  on

 loyalty

 database  

1

But  should  w

e  cut  the  bu

dget  from  the  

traffic  sources  th

at  perform  less  

according  to

 this  view  of

 the  results  ?

1

Actually,  traffic  sources  don’t  play  the  same  role  in  the  conversion  process  

Searched  for  a  backpack  on  

google  >>  clicked  on  the  

adwords  ad  

Monday  3  pm  

Came  back  typing  directly  the  url  in  the  browser  and  registered  to  the  

newsle7er  

Monday  8  pm  

Received  an  email  with  special  promo  

offer  

Tuesday  11  am  

Searched  for  a  voucher  on  the  

internet  and  made  the  transac8on  

Tuesday  7  pm  

Adwords   Direct   Email   Promo  code  

Example  :    

Came  back  typing  the  exact  model  of  

backpack  and  using  an  adword  

Tuesday  7  pm  

Adwords  

1

How  we  can  rebalance  the  results  

Traffic  Source   Last  touch  Conversion  

Indirect  Conversion  

Adwords   0   1  

Direct   0   1  

Email   0   1  

Promo  Code   1   1  

Searched  for  a  backpack  on  

google  >>  clicked  on  the  

adwords  ad  

Monday  3  pm  

Came  back  typing  directly  the  url  in  the  browser  and  registered  to  the  

newsle7er  

Monday  8  pm  

Received  an  email  with  special  promo  

offer  

Tuesday  11  am  

Searched  for  a  voucher  on  the  

internet  and  made  the  transac8on  

Tuesday  7  pm  

Adwords   Direct   Email   Promo  code  

Example  :    

Came  back  typing  the  exact  model  of  

backpack  and  using  an  adword  

Tuesday  7  pm  

Adwords  

1

Conversion  traffic  sources  

•  They  intervene  really  late  in  the  conversion  process  

•  They  make  the  conversion  happen  on  your  website  (instead  of  your  compe8tors)  

•  They  take  advantage  of  the  work  done  by  other  levers  before  

N.B.  figures  presented  in  this  business  case  can  vary  depending  on  your  industry  

Traffic  Sources  Conversions  

345  110  

250  

200  

850  

300  

180  

60  

280  

210  

0  

500  

1000  

1500  

2000  

Indirect  Conversions  

Last  touch  conversions  

Emails  on  loyalty  database  

Coregistra8on  

Adwords  

Promo  codes  websites  

Affilia8on  

1

First  and  middle  touch  traffic  sources  

•  They  intervene  early  in  the  conversion  process  –  Clients  first  come  to  your  

website  thanks  to  them  •  They  o^en  don’t  get  the  

commission  for  the  conversion  even  though  they  played  a  role  in  the  purchase  

345  110  

250  

200  

850  

300  

180  

60  

280  

210  

0  

500  

1000  

1500  

2000  

Indirect  Conversions  

Last  touch  conversions  

Emails  on  loyalty  database  

Coregistra8on  

Adwords  

Promo  codes  websites  

Affilia8on  

Traffic  Sources  Conversions  

1

So  what  is  the  real  CPA  of  your  sources  ?  

•  We  can  calculate  a  CPA  based  on  indirect  conversions    

•  Truth  is  somewhere  in  between  •  And  if  you  want  to  be  totally  user  centric  you  should  look  at  the  

traffic  source  as  a  recruitment  lever  and  calculate  the  client  ROI  along  his  life  

 34  €    

 5  €      11  €    

 46  €    

 3  €    

 24  €    

 9  €      9  €    

 33  €    

 5  €    

 -­‐      €    

 10  €    

 20  €    

 30  €    

 40  €    

 50  €    

Affilia8o

n  

Prom

o  code

s  web

sites  

Adwords  

Coregistra8o

n  

Emails  on

 loyalty

 database  

CPA  (based  on  last  touch  conversions)  &  CPA  (based  on  indirect  conversions)  

1

How  can  you  track  it  in  Google  Analy8cs  ?  

You  can  have  a  global  view  of  how  traffic  sources  are  contribu-ng  to  the  conversions  And  which  traffic  sources  are  complementary  or  not  

1

How  can  you  track  it  in  Google  Analy8cs  ?  

…  

Or  get  the  raw  data  in  order  to  calculate  your  self  which  traffic  sources  are  first  touch  /  last  touch  for  you  And  calculate  the  real  ROI  of  your  traffic  sources  

1

Mul8channel  tracking  on  your  website  (and  further)  2

Business  Case  Truffaut  

•  Mission  – Truffaut  (leading  French  gardening  company)  wanted  to  evaluate  the  performance  of  its  brand  new  e-­‐commerce  +  content  website  in  terms  of  e-­‐commerce  and  mul8channel  ac8vity  (58  stores  in  France)  

•  What  we  did    – Set  a  mul8channel  tracking  strategy  in  analy8cs  – Produce  mul8channel  reports  

2

Seyng  up  a  mul8channel  tracking  strategy  2

Content  

E-­‐commerce  

Stores  

Product  Informa8on  

Product  

Defining  different  type  of  visits  

Seyng  up  a  mul8channel  tracking  strategy  2

Tracking  them  correctly  in  analy-cs  

Product  informa-on  visit  

E-­‐commerce  visit  Store  visit  

Seyng  up  a  mul8channel  tracking  strategy  

•  Example  :    –  Traffic  Acquisi8on  strategy  driven  

by  e-­‐commerce  and  stores  KPIs  

•  Color  coding  –  E-­‐commerce  KPIs  =  orange  –  Stores  KPIs  =  green  

2

And  producing  reports  with  mul-channel  data  

User  centric  data  to  op8mize  your  website  3

Introduc8on  to  Neuromarke8ng  3

Opera8onal  NeuroMarke8ng  Opéra8onnel  u8lise  les  enseignements  des  neurosciences,  de  la  psychologie  cogni8ve,  de  la  psychologie  évolu8onniste  et  de  l’économie    comportementale  pour  améliorer  l’efficacité  des  ac8vités  Marke8ng/Communica8on  liées  à  la  performance,  à  l’ac8on.    

    Le  pilier  fondamental  du  NeuroMarke8ng  Opéra8onnel  repose  sur  l’idée  que  la  majorité  de  nos  ac8ons,  de  nos  comportements,  ne  sont  pas  les  conséquences  de  processus  conscients  mais  sont  des  réponses  inconscientes,  automa8ques,  ou  liées  au  contexte.    

L´évalua8on  et  les  recommanda8ons  sont  générées  en  analysant  :    •  La  mécanique  de  l’a7en8on    •  La  mécanique  de  la  mémorisa8on    •  La  mécanique  de  la  prise  de  décision  automa8que    

Introduc8on  to  Neuromarke8ng  3

Opera8onal  NeuroMarke8ng  uses  Neurosciences  techniques  to  op8mize  performance  driven  marke8ng  and  communica8on  ac8vi8es  

    The  main  idea  of  Opera8onal  NeuroMarke8ng  is  that  most  of  our  ac8ons  are  not  driven  by  a  conscious  mental  process,  but  are  the  results  of  automa8c,  unconscious  automa8c  responses  from  our  brain  

Opera8onal  Neuromarke8ng  3

Example:    How  to  design  your  homepage  banners  to  maximize  your  CTR  

-­‐  Strengthen  color  contrasts  -­‐  Make  people  look  at  your  CTAs  (Call  to  Ac8on)  

Opera8onal  Neuromarke8ng  3

Example:    How  to  make  people  read  your  content  ?  

-­‐  No  contrast  -­‐  Long  lines  of  text  -­‐  Page  architecture  

Opera8onal  Neuromarke8ng  3

Example:    How  to  make  people  read  your  content  ?  

-­‐  Faces  aligned  with  the  text  to  be  read  -­‐  Capital  le7ers  -­‐  Small  paragraphs  

Thanks  

Contacts:    Thibault  Jaime  

+33  6  72  62  18  28  Thibault.jaime@scine8k.com  

 Xavière  Tallent  

+33  6  73  80  47  08  xaviere.tallent@scine8k.com