the future of marketing · search buy •no dominator, so diversify upstream •measure...

Stephen Kraus, Ph.D.Head of Digital InsightsJumpshot Inc.

The Future of MarketingHow Better Data Will Reinvent Marketing

© 2019 Jumpshot, Inc. 2

“The Principle of the Drunkard’s Search”See Also: The Streetlight Effect ~ Observational Bias ~ Vanity Metrics

© 2019 Jumpshot, Inc. 3

Beware the Siren Songs of Views & Impressions

“I went to the bank the other day and tried to deposit some views, but they

told me they only take revenue.” Oren Katzeff, the head of Conde Nast Entertainment

“Viewability standards” and “bot traffic”: Views only seemed easy to define and measure

© 2019 Jumpshot, Inc. 4

The Siren Song Of Easy Measurement Isn’t New

ü Demographics

ü Self-reports

ü Purchase Intent

ü Voter intent (popular vote)

© 2019 Jumpshot, Inc. 5

Availability & More Block Data-Driven Decision-Making

84%lack insights into

behavior on eCommerce sites*

* Jumpshot survey of B2B decision-makers

“Drowning in data, but

starving for insights”

Different metrics, different systems

Data not distributed throughout

organizations

Too often, data are not…

AccessibleAvailable Integrated Interpreted

© 2019 Jumpshot, Inc. 6© 2019 Jumpshot, Inc.

You only have visibility into a portion of this journey…

• Referral traffic to your site

• Conversions on your site

Where else your customers are buying

How your competition is doing

What marketing tactics are working for your competition

But you have zero insight into:

On Your Site Across the Web

6

© 2019 Jumpshot, Inc. 7

What if you could see…ü Key digital behaviors

ü Tens of millions of devices

ü Anonymized & aggregated

© 2019 Jumpshot, Inc. 8

You Could Understand Consumers Based on Behavior

• What marketers want to know exceeds what consumers…• Will tell us (sensitive topics)• Can tell us (tech use, expenditures,

path-to-purchase)

• Digital behavior (and search) reveal attitudes, aspirations, anxieties

© 2019 Jumpshot, Inc. 9

Deepen Connections with Behavioral Insights

Over-index on…Viewers of…

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Case Study: A Behavioral Profile of Baby Dove Buyers

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What would you see with full digital visibility?

ü Behavior

ü Behind walled gardens

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What Happens on Google? A Lot of Branded Search

Top 10 Search Terms on Google in Past 90 Days (US). Source: Google

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Consumers Seek Personal Recommendations

Local: near me, wait times

Personal: for me, should I, can I, can I buy

Immediate: open now, same day shipping, today, tonight

Conversational: natural language, asking questions

Searches for “Near Me” (past 5 years)

Source: Jumpshot analysis of Google data

© 2019 Jumpshot, Inc. 14

Most Mobile Searches Don’t Result in a Click

0%

10%

20%

30%

40%

50%

60%

70%

Jan-16 Mar-16 May-16 Jul-16 Sep-16 Nov-16 Jan-17 Mar-17 May-17 Jul-17 Sep-17 Nov-17 Jan-18 Mar-18 May-18 Jul-18 Sep-18 Nov-18 Jan-19 Mar-19

SERP Activity (on Android)

Zero click

Organic click

Paid click

© 2019 Jumpshot, Inc. 15

Search Engine Results Pages (SERPs) Are BusierSERPs features (Moz)↑ Knowledge Panels↑ Featured Snippets↑ People Also Ask↑ Shopping↑ Local↑ Video

Consumer SERP behavior↑ No clicks↑ Clicks on paid links↓ Clicks on organic links

15 | Jumpshot

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Somehow, These SERPs Seemed Very Familiar…

16 | Jumpshot

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Behind Walled Gardens: Amazon’s Distinctive Search

54% of product-

related search happens on

Amazon

90% of Amazon

product views start with

search

11% of Amazon

product views are sponsored

Top Terms on Amazon: laptop, Nintendo switch, Fire Stick, wireless earbuds, headphones

© 2019 Jumpshot, Inc. 18

Behind Walled Gardens: Inside Netflix’s Vulnerability

56.5

35.2

17.1

11.8

9.4

8.7

7.0

5.3

5.2

3.1

The Office (U.S.)

Friends

Brooklyn Nine-Nine

Bob's Burgers

Family Guy

The Handmaid's Tale

South Park

Law & Order: SVU

American Dad!

Seinfeld

Views of Selected Titles (Jan-Aug 2019)

Netflix

Hulu

0%

20%

40%

60%

80%

12/31/18 1/30/19 3/1/19 3/31/19 4/30/19 5/30/19

Share of Streaming Views

Netflix

Hulu

Amazon PrimeHBOgo

Desktop views shown

© 2019 Jumpshot, Inc. 19

What would you see with full digital visibility?

ü Behavior

ü Behind walled gardens

ü Paths to purchase

© 2019 Jumpshot, Inc. 20

Using Path-To-Purchase To Quantify Influencer ROI

80MM product views on Amazon from Top

1,000 YouTube influencers in 2018

2.7% Average

conversion rate (vs. 0.5% from YouTube ads)

75% of purchases did not come

via the influencer’s link

© 2019 Jumpshot, Inc. 21

Publishers Are Using eCommerce-Based Optimization

ExposureConsumers

exposed to a digital ad

MeasurementDownstream purchases

across sites

OptimizationFine-tune advertising/

content fit

A major e-commrce site increased purchasees372% towards beauty, business, careers and technology categories

© 2019 Jumpshot, Inc. 22

Nike Benefits from Branded & Marketplace Channels

Nike.com45%

Marketplaces55%

• Ave price: $114• 18% of visitors

also visit Amazon• Circuitous

customer journey

Share of digital sales for

Nike men’s athletic shoes

• Ave price: $82• 15% of visitors also

visit Nike.com• Simple path to

purchase

Channel optimization dynamics similar in travel

© 2019 Jumpshot, Inc. 23

Summing Up…

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Shop

Some Tactical Suggestions: Thriving Among Giants

DiscoverSearch

Buy

• No dominator, so diversify upstream

• Measure comprehensively downstream

• Branding is the key to being found

• Leverage “barnacle” & “on-SERP” SEO

• Mine search for intent, funnel position, unmet needs

• Choose: utilitarian or branded

• Innovate in brand/retailer partnerships

© 2019 Jumpshot, Inc. 25

Toward a Transaction-Based Ecosystem

ü Measurement defines our methods

ü The drunkard’s search has kept digital from fulfilling its promise

ü Data of full depth & breadth enable a transaction-based ecosystem

© 2019 Jumpshot, Inc. 26

Every search. Every click. Every buy. On every site.

Jumpshot delivers digital intelligence from within the Internet's most valuable walled gardens.

Our clients include:

Questions?

Stephen Kraus, Ph.D.Head of Digital Insights

Jumpshot Inc.