#shananigans marketing & online advertising talk techconnect 2016
TRANSCRIPT
25th May 2016
Jamie McCormick
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing
Summit
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
Once upon a time..
There was a relationship between a Marketing Manager and an advertising supplier.
The Marketing Manager wanted to drive registrations, players and ultimately sales and had $20,000 to ensure this would happen.
The unscrupulous advertising supplier sold him a campaign which ended up, being incentivised.
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
A Long time ago…
The year was 2010, and an international team of Marketing Managers were covering a portfolio of products.
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
Across five separate
international markets.
A Long time ago…
The year was 2010, and an international team of Marketing Managers were covering a portfolio of products.
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
Each with their own
product mix
Across five separate
international markets.
A Long time ago…
The year was 2010, and an international team of Marketing Managers were covering a portfolio of products.
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
Budget divided between over
a dozen advertising
suppliers each
Each with their own product
mix
Across five separate
international markets.
A Long time ago…
The year was 2010, and an international team of Marketing Managers were covering a portfolio of products.
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
Combined spend of per
month
Budget divided between over
a dozen advertising
suppliers each
Each with their own product
mix
Across five separate
international markets.
There was a game…
• A Korean, free to play, action roleplaying game on PC released in 2009.
• Launched in EU English, French & German markets.
• The first major product expansion was backed by a six figure launch budget, disseminated across three months.
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
There was “HonestNet”…
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
Ou
r R
elat
ion
ship •A Year, and $30,000, developing the
relationship building a foundation of trust.
•Met in person at GamesCom, Europe’s largest video games industry event.
There was “HonestNet”…
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
Ou
r R
elat
ion
ship • A Year, and $30,000,
developing the relationship building a foundation of trust.
• Met in person at GamesCom, Europe’s largest video games industry event.
Thei
r P
rom
ise • Supplier to all of our top
competitors.
• Years of experience in our sector
• Large volume capacity.
• Lots of publishers.
• Ability to generate large numbers of CPA leads, within a short period of time.
There was “HonestNet”…
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
Ou
r R
elat
ion
ship • A Year, and $30,000,
developing the relationship building a foundation of trust.
• Met in person at GamesCom, Europe’s largest video games industry event.
Thei
r P
rom
ise • Supplier to all of our
top competitors.
• Years of experience in our sector
• Large volume capacity.
• Lots of publishers.
• Ability to generate large numbers of CPA leads, within a short period of time.
The
Agr
eem
ent • So we got back to
Dublin, had Skype calls.
• Got insertion orders signed.
• Provided links, assets, and eagerly awaited the launch date to come around
Ominous Tones..
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
$20,000 Wishes13,000 Leads
Double Opt inBasis
Targeting a Dozen
Countries7 Days Target
CPA
Great Expectations..
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
Actions
Time
Register Activate
Download 5gb
Install & patch
LoginPlay
Level Up
Click
The Big Day Arrived..
Thursday:Servers Go Live
Many terrabytes of patching from our existing user base.
Producer green lights Marketing Campaign.
Friday:honestnet; “the campaign is live!!”
Their reports confirm a burst of new registrations; and we agree – “Great!”
After a long week, and with PR in full swing, advertising live, and the servers hopping, our fearless marketing manager adjourns to the local watering hole.
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
Disaster…Monday:
10,000 leads from HonestNet stats platform.
3,000 more filtering through.
Enter Producer.
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
“Where the ‘heck’* are my
players?”
Disaster…Monday:
10,000 leads from HonestNet stats platform.
3,000 more filtering through.
Enter Producer.
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
“What do you mean? We’ve just sent 10k
this weekend”
Disaster…Monday:
10,000 leads from HonestNet stats platform.
3,000 more filtering through.
Enter Producer.
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
“I was expecting to have a doubling of our
CCU’s, all I see is my normal players”
Disaster…Monday:
10,000 leads from HonestNet stats platform.
3,000 more filtering through.
Enter Producer.
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
“You’ve seen no impact at
all?!?”
Disaster…Monday:
10,000 leads from HonestNet stats platform.
3,000 more filtering through.
Enter Producer.
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
“Significantly less than &*%€ all”
Disaster…Monday:
10,000 leads from HonestNet stats platform.
3,000 more filtering through.
Enter Producer.
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
“Ok, I need to do something about this immediately!”
Emergency Brake Applied…
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
Hi can you please pause the Dragonica
campaign? Something’s not
right
Sure, can you elaborate?
The Plot thickens
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
Data Analysis Clicks, Registrations &
Activations
Player Behavioural
Analysis
Level Attainment
The Horrific Truth…
Total of 11,000 leads:
• 90% activated their account (therefore triggering the CPA pixel)
• less than 1% hit level 1
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
I need to talk to you about our
recent campaign, we’re not happy
The Horrific Truth…
Total of 11,000 leads:
• 90% activated their account (therefore triggering the CPA pixel)
• less than 1% hit level 1
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
We’re sorry to hear that, but our contract wasn’t for players, it was for leads who would fill in a username, email address, password, and activate their
email address.
The Horrific Truth…
Total of 11,000 leads:
• 90% activated their account (therefore triggering the CPA pixel)
• less than 1% hit level 1
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
We hired you for players, you met us at a games conference, and promoted yourselves as
one of the largest drivers of gamers in the
industry.
The Horrific Truth…
Total of 11,000 leads:
• 90% activated their account (therefore triggering the CPA pixel)
• less than 1% hit level 1
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
We repeat, we’re sorry you don’t have players, but you
hired us for double opt in leads on a CPA basis. The fact that
they didn’t turn into players is your problem.
Where is the happily ever after??
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
Advertisement budget funnelled into Facebook game offers
Honest Net 30%
Our competitors 70%
Kids Get free credit to play a different game
And we Got to Pay the bill
The Silver Lining Appears…
Using some advancements on the same Analysis, we identified three other ad and affiliate networks showing a similar pattern.
Luckily, with these, incentivised traffic was strictly prohibited in the program terms.
We recovered €50,000 in funds already spent
Cancelled €30,000 in current liabilities
Redistributed €40,000 to suppliers that were actually performing as expected.
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
The Moral of the story… Fool me once!
1. Don’t only trust supplier stats. Unless you have your own data to cross reference it against it is impossible to truly understand performance.
2. Have tools to enforce your insertion orders. You can then hold suppliers to their contracts, without any ambiguity. It’s your money, they have to earn it, so ensure they are responsible.
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
Like a Moth to the flame.. Project Chrysal.is
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
Happily ever after exists…
My experience with this costly lesson led me to design an integrated software solution to identify such performances anomalies.
Chrysalis affords those using it the opportunity to avoid this problem to begin with:
• Facilitates the opportunity to effectively challenge suppliers with better data than would otherwise be provided.
• All affiliate and adnet relationships have client <-> network <-> publisher relationship, enforced by corresponding contracts.
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
Happily ever after exists…
The simple fact is, if you don’t have the tools or data comprehension skills to enforce these contracts, then will happen.
It seems that there are few people making a solution to reduce marketing spend built on Marketing, not Advertising experience, as so many people in the advertising ecosystem feed on the money trickled through the stakeholders and a counterbalance is missing..
It is inevitable that invalid or fraudulent traffic will haemorrhage your marketing budgets, while corrupting your metric performance.
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
Happily ever after exists…
Chrysalis Outputs include:Audit granular performance across multiple channels.
Rapidly identifying forced traffic.
Distinguish bot traffic.
Identify when publishers are clicking their own ads.
Facilitating proof in order to successfully challenge such traffic and recoup the corresponding financial liability
And a host of other Shenanigans…
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit
Jamie McCormick | [email protected] | @DublinJammers
Want to learn more about Chrysalis Audits? Email [email protected]
(c) 2016 Jamie McCormick - Presented at TechConnect Live & National Sales & Marketing Summit