best practices for mobile attribution
DESCRIPTION
From the SMX East 2014 Conference in New York City, NY. SESSION: Attribution Success In The Age Of Mobile . PRESENTATION: Best Practices for Mobile Attribution - Given by Will Crew, @Kenshoo, Director of Strategic Projects - Kenshoo. #SMX #24DTRANSCRIPT
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S M X E a s t , O c t 1 2 0 1 4
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2© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Consumers Increasingly Using all 3 Screens as Part of Purchase Journey
99% of marketers agree that
the interplay of paid search
across devices carries at
least some impact on
consumer conversion
Source: Kenshoo Advertiser Perceptions of the Three-Screen World
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3© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Marketers’ Cross-Device Strategies are Lagging Behind…
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4© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Enabling Best-in-Class Mobile Advertising
Be Seen:
Reach mobile
users across all
devices
1Optimize for
Mobile:
Make the most of
mobile formats
2Understand
the Customer:
Track and analyze
holistic customer
value
3
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5© 2014 Kenshoo, Inc. Confidential and Proprietary Information
SOCIAL
SEARCH
RETARGETINGDISPLAY
EMAILPRODUCT
LISTING ADS
The world is dynamic. Not all customers or conversions are alike.
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Example Challenge
• A single search keyword with a single bid drives:
• desktop web sales
• mobile web sales
• phone calls
• an app install
• downstream app purchases
• How can I incorporate the value of each conversion event into my bidding and
optimization models for this keyword?
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Establish Concrete, Device-Specific Goals
33%
4%33%
2%
9%
19%Online Traffic
In-store Traffic
Direct Sales
App installs
Phone Calls
Other conversion activity
Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later
What is your mobile paid search goal?
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SDKsCall
Tracking Providers
Web Conversion
Pixels
Measure Goals Against KPIs
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Acquiring New Mobile App Users
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Time
Revenue
Audience 1
Audience 2
Audience 3
Measure lifetime value of an app customer
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Refine KPIs and Optimize
• Include primary and secondary
metrics in bidding strategy
• Customize weight and value of
each metric
• Customize to reflect various
initiatives
• I.E. apply revenue multiplier for
mobile sales
Multiple Conversion Types
Complex Weighting
and Calculations
Kenshoo Portfolio OptimizerTM
automates bidding using custom metrics
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Advertisers View Mobile Search as a Mid-Funnel Driver
55% of marketers find paid search
ads on smartphones are most effective
at driving research and browsing
activity
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Conversion
by Phone
17%60%18%5%
Measure and Utilize Attribution Models
SOLUTIONSOLUTION