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The Broken LinkHow Third Party Technologies can streamline your online marketing
Laurent Malka - TrackingDesk
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Let’s agree on a goal
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Gaming Industry - Evolution- Regulations- Competition- Technologies- Connected Devices- New Advertising - New Advertising
Models
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How are affiliates affected by these changes?
Challenges- No tracking
standards- Responsive landing
pages- Analytical data?- No Real Time
conversions
Results- Traffic loss- No clear view- No optimization- More work
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Data Driven Marketing : Scary or trendy?
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What is it anyway?The ability to optimize your marketing in real-time based on data.
- Geo / IP- Keywords- Time- Behavior- Demographics- Conversions- Landing pages
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If you are a large Agency : You have access to resources●Business intelligence dashboard
●Ad servers●Traffic managers●Developers●Data Centers●Analysts●Statisticians
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Who is Adding Technology Layers to their marketing?- Analytics?
- Lead Management (aside from aweber / mailchimp etc…)- Retargeting- Heat-Map- AB Testing - Multivariate AB Testing - Ad Server- Responsive Landing pages- Tag Managers- Tracking Software?
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Tools Available at Low Costs - Why Not Use Them?
AB / Testing Analytics Conversions Tags Heatmap Retargeting
x v x v x x
x v x x v x
v v v v v v
x v x x x x
x x x x x x
x v x x xx
Source: Ghostery
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Common Excuses for NOT Using Technology
Awareness
Complexity
Price Factor
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Adding Tech Layers to your Business
Low Cost or FREE
Low Tech Barrier
Provides Flexibility
Valuable Insight
New Marketing Possibilities
Increases Conversions
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Simple implementation : Retargeting for RetentionRetention marketing:
- Call centers - expensive
- Emails - inefficient
- SMS - expensive
- In APP messages - who sees those?
Display advertising for Retention
- Open an account with SiteScout
- Create an audience - Plan a campaign across ad
exchanges- Average CPM price : 2$ CPM- Reach 100’000 customers -
$200Low cost, easy
implementation, high ROI
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What keep us awake at night: TRAFFIC
Traffic is your main asset
It’s the commodity you trade
Hard and expensive to acquire
BOTTOM LINE :You can’t afford not to track your traffic
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5 Main Points of Traffic Management:
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How to Achieve your Goals?
Develop
Integrate Various Web Services
Excel / Manual work
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#1 Rule of traffic management:All 5 points must be perfectly
interconnected.
→ developing or integrating
various web services presents huge challenges
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Which leads me to
The Operating System for Affiliates
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A fully integrated platform where all the data points are connected so you can build any marketing funnels with ease
and efficiency.
Agility - Flexibility - Scalability
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So you can build :
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A simple campaign - Link rotation
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A multi-step Campaign with Landing Page Rotation
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A campaign promoting a Portal
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Analyse and Optimize
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Traffic Sources / Ad Networks IntegrationCollect traffic data such as:
- Keywords
- PubID
- SiteID
- Country
- Click Price
- Any custom variable
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Affiliate Programs / Technologies - IntegrationI/O of data to track conversions- Image pixels- Server Pixels- Custom Variables
- Keywords- Traffic sources- Any custom variables
- API - Sync data
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Cloud computing: unlimited scale
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Integrations Goals:
- Remove technical barriers
- Data Integrity
- Data Format standards
- Ease workflows
Advantages:- Data aggregation- Clear view of traffic and
performances- Breakdown by any metric- Breakdown by any entity - Fast implementation- Customize for your needs
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Traffic Distribution : Let’s ask the right questionsWhy allowing a Mac user click on a windows download link?
Why allowing a French user to click on a brand that doesn’t accept French customers?
Why not finding out what is the best landing page of a brand for a particular keyword?
Why don’t we push the right landing page at the right moment?
Why showing a French page to a German user?
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Controlling traffic guarantees an increase of conversion rates.
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What is: Smart Traffic DistributionGoal
- Provide Agility and flexibility
- Optimize every click
- Be relevant and contextual
- Ability to AB Test
- Rotation of Landing Pages
- System wide targeting - OS, Browser, Device
Advantages- Geo Target
- Device Target
- Time Sensitive
- Operating System
- On the go optimization
3 seconds to create one campaign link that can rotate thousands of landing pages to match any and all targeting requirements
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Examples of Technologies and Services
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Thank you!Laurent Malka - [email protected]
Twitter: @trackingdeskFacebook: facebook.com/trackingdesk