iam'10 dq &a andries de jonge
DESCRIPTION
TRANSCRIPT
Use all your advertising data for a higher ROI
1 www.dqna.com
Andries de Jonge | DQ&AInformation and Innovation Officer
Information and innovation officer
• At DQ&A Since 2003
ProfileAndries de Jonge
www.dqna.com2
• *
• *
Campaign Management
• Display Advertising
• Ad Exchange
• Rich Media
Consulting
DQ&ADelivering higher ROI from your online marketing.
www.dqna.com3
• Rich Media
• Search Engine Marketing
• Email Marketing
DQ&A
• Six offices worldwide
• 100+ professionals
• 010+ languages
Outsourcing
Technology
Partnerships
We work side by side with our partners.
www.dqna.com4
Acquiring data across advertising channels…
Display Rich Media Search
www.dqna.com5
Video Mobile
The complete campaign lifecycleA hand full of information
Creative and delivery software
Execute
www.dqna.com6
Planning ToolsAnalytics
Dynamic Ads & Optimization
MeasurePlan
Optimize
Cross-channel reporting
Widgets Branded Content Search Video and In-Video AdsDisplayMobile
www.dqna.com7
Report CentralReport Central
Understand the Customer Journey
Awareness
…
30 days
ViewPrerollView
PrerollBanner
View 120 x600
Banner View 120 x600
www.dqna.com8
Conversion A (Soft)
Conversion
Orientation
0 days
15 days
Conversion B (Soft)
Conversion C (Hard)
Banner Click 728 x
90
Banner Click 728 x
90SEA clickSEA click
Measuring the impact of Display and Search on conversions
• Shows last 10 points of exposure that led to a conversion • Click Stream Evaluation (Generic vs. Branded Keywords)• Search and display conversion rate analysis • Control groups for meaningful analysis
Exposure to Conversion
Integrated Search and Display Reporting
www.dqna.com9
Conversion Attribution
www.dqna.com10
Case: TelfortRemarketing drives ROI
Goal: Clients prospective: Optimize Media spend via better use of technology = > 100% targetPlatforms: Display and SearchAdd-on Technology: Remarketing, Analytics, Ad Planning, Reporting, Dynamic Ads that can be optimized on-the-fly
www.dqna.com11
Case: TelfortRemarketing drives ROI
Road map
•Customer Journey•Integrated reporting•Exposure to conversion•Time lag to conversion
•Use existing data to re-target•Explore on why conversion failed to happen in previous campaigns•Advanced technologies and gave Telfort better insight and more control over data•Creating customer segments with Remarketing through the use of existing DATA
www.dqna.com12
Key takeaways
• Technology should play a bigger role in your business and online marketing budget.
• Use existing tools, not DIY!
• Make data transparent, accessible and optimize!
• You should be able to retrieve, analyze and interpret data.
• Having a data analyst to handle your data work will speed up the process.
www.dqna.com13
So, to achieve goals…
Increase Investment on
technology
Reduce total online media
waste
www.dqna.com14
ROI
Costs
Result