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Digital Marketing > Digital Advertising and Attribution > Flashcards

Digital Advertising and Attribution Flashcards

1
Q

• Flipping the funnel

A

o PAST:
 Aw, Cons, Pref, Action, Loyal, Advocacy
 TV, DM, product test / compare, purchase, reward points, advocate
o TODAY:
 WoM (advocacy) is where they hear about your brand, Online research, reviews/ratings), preference social networks (ask the twitterverse; anyone have a recommend on…?),
 Purchasing: more online and mobile (but 90% is still brick and mortar), but that brick and mortar is how people learn about and decide on products and services. Online / Offline attribution is a tricky problem.
 Loyalty: Friending, signing up for an email
 Advocacy: reviews, ratings, likes, shares, buzz, WoM

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2
Q

Brand marketing vs. direct response is different

A

Direct Response: : have an add, click ad, buy. Hotel Ad vs. Coke ad (don’t click and buy, but get brand / awareness)

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3
Q

 Shouldn’t stop doing TV and radio, but stop

A

Doing Print

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4
Q

GDPR & CCPA

A

and CA consumer privacy act Jan 1, 2020: General Data Protection Regulation EU (25May18)

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5
Q

1 Theme of Sinal

A

Differentiate correlation from causation! test, test, test!

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6
Q

Largest Digital Marketing Channels as of 2019?

A

o Search & Display are the largest

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7
Q

Fastest growing Digital Marketing Channels as of 2019?

A
  • Social and mobile are the fastest growing
    o No email marketing, can just use AB testing, etc.
    o Display and online Video are projected to grow faster through 2021
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8
Q

Attribution

A

Connecting “what I did” to “what I saw happen” - Causal Inference

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9
Q

Optimize

A

Re-allocate marketing dollars to optimize some metric (sales growth, ROI, etc.)

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10
Q

Channel

A

Display Advertising, Search Advertising, Social Advertising, Mobile Advertising

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11
Q

Optimization within channel

A

Search keywords, make search channel perform better different ads, keywords, experimenting, etc.

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12
Q

Optimization across Channels

A

Move allocation across channels because performance changes or cost changes.

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13
Q

Marketing Analytics & Optimization Flow

A

Allocation –> Deployment –> Consumer Reponses & Bus. Outcomes
back to the beginning: Marketing Actions (Surrounded by Market Conditions & Competitor Activities) –> Attribution (modeling Causal Inferences) –> Optimization (ROI Measurement, Optimization) –> Allocation…

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14
Q

Integrated Digital Marketing Flow

A

MEDIA
Strategy -> Content Creation (copy to videos to blog posts to tweets to FB posts, etc.) ->
CHANNEL
Display Advertising, Search, Social, Mobile Advertising
OPTIMIZATION
Within Channel Optimization
Across Channel Optimization (MTA is ideal)

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15
Q

Cookies

A

Cookies: First thing that happens when a customer hits a website is they’re cookied
 Piece of code that identifies you, provides info to the website about you (operating system, browser, where you are, then 3rd pary data: affinity, demos, browsing history)
 This is the material that allows targeting.

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16
Q

Publisher

A

Website, mobile site, etc. with ad inventory, spaces to place ads

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17
Q

How are digital ads delivered?

A

o 1) Customer visits site
o 2) Publisher drops a cookie
o 3) NYT has direct sale of premium ads (top left and right and sometimes intersticials); you pay a premium for this
o 4) Their’s other inventory left over: provided to an ad network (e.g., admob)
 Ad network has tranches of inventory
 Sells some blocks of this inventory to advertisers as well
o 5) What’s left over will be given to a supply side platform like rubicon
o 6) Lowest quality goes directly from publisher to the supply side platform
o 7) Supply side platforms make all this availale to an ad exchange
o 8) On advertising side, they have creative / ads they ad to a trading desk, thr trading desk will send to demand side platform which will provide real time bidding, etc.
o 9) Left over ad inventory from advertisiers is also sent directly to the demand side platrom.
o 10) Ad exchange double click puts up the spot on the publishers
o 11) The e platform puts up the bids for the advertisers
12) Placement of an ad takes about 10 milliseconds; all that is the Real Time Bidding

18
Q

Advertisers

A

Want to buy inventory (space) to advertise on

19
Q

Ad Networks Purpose

A
  • Aggregate ad inventory across multiple sites

* To achieve scale and reach

20
Q

Ad Network Process

A

• Forecast inventory across publisher sites in advance (month
ahead)
• Deals with advertisers to sell inventory (in advance)
• Deliver advertisers content as ads in sold inventory

21
Q

Ad Network Types

A

• Rep Networks: Represent select publishers, often exclusively
as an ad outsourcer for those publishers
• Vertical Ad Networks: Represent publisher sectors (“fashion”)
• Targeted Ad Networks: Sell audience segments
(demographic, behavioral)

22
Q

RTB

A

Real time bidding network; customer arrives to site, bidding and placement happens in milliseconds

23
Q

Advertiser vs. publisher pricing preference

A

Advertiser: CPC; performance not impressions.

Publisher pricing preference: CPM; cost per impressions, make an ad someone will click on, that’s on you.

24
Q

CPM

A

CPM (“Cost-per-Mille” or “Thousand”)
• Cost per Thousand Impressions
• Inventory based pricing, not performance based pricing
• Premium Inventory, Premium Publishers, Premium Price

25
Q

CPC

A

CPC (“Cost-per-Click”)
• Publisher only gets paid if user clicks on an ad
• Performance based pricing, Good for Marketers but difficult to
negotiate with premium publishers
• Lower Quality Inventory

26
Q

CPA

A

CPA (“Cost-per-Action”)
• Payout on conversion (Affiliate Marketers operate on this model)
• Effective CPA (eCPA): Cost/Conversions (cost per conversion…
> profit on the conversion?)

27
Q

eCPA

A

Effective CPA, eCPA takes into account cost vs. profit of conversion. VERY RARE

28
Q

% Ad Revenue Performance vs. CPM pricing model

A

Performance (CPC, CPA) is now 65%.

29
Q

Targeting

A

Process for determining how you bid as an advertiser
 Who is this person?
 Demos, interests, affluence, retargeting (have they visited my website)
 Build a predictive model that predicts customers that are likely to act on an ad (click or purchase)

30
Q

Conflict of advertiser and targeting agency goals

A

What is the advertiser goal? Get people to act
 * What is targeter goal (firm I hire to target)? Find people most likely to act after being shown the ad. Targeter must find those who when shown the ad have a higher chance of buying the sweater. Conversion rate is the performance they must show you. But, you need to measure causal conversions (causal effect of showing the ad).
 If I know someone has a 100% chance of acting, do we want to advertise to them? NO
 Great way to tell between correlation and causation: A/B testing

31
Q

Targeting Models

A 
Targeting Models (from targeting agencies):
	Take into account behavior, demos, social network and location variables
	Precision and recall (coverage of target high likelihood customers) used to score
32
Q

What is the average click through rate of a display ad?

A

 .05%

 So you MUST get good at targeting

33
Q

Retargeting

A

Retargeting:
 When an advertiser follows you after visiting their site
 One item in the cookie is what site did you visit?
 2% of visitors purchase on the first visit, retargeting visits the other 98% for them to purchase
 What should your retargeting window be? Specific to clients.
 Much more effective than display ads; 10x (0.7% vs. .7%)
 But, “lift” is difficult to prove because they already have brand affinity, intent, and other activities are happening. So test it!

34
Q

Affiliate Marketing

A

 Why does Kayak point you to their competitors?
• It gets ad revenue
 Promo codes
• Retailmenot 71% when you type coupon in Google
• You go there, you press the coupon, it opens the Amazon tab and it drops a cookie on the browser and tells Amazon we sent this customer, send me 4% commission.
• But did they send the customer to AMZN when someone is shopping and just goes to find a coupon

35
Q

What is the difference between lift and conversion?

A
  • Lift is the causal effect of an ad on a sale. Conversion rate is the percent of people who are shown an ad who purchase.
  • It’s not the same thing!
36
Q

Lift vs. Conversion Easy Explanation

A 
I'm teaching a class
•	Conversion rate: 100% class students given a flyer as they walk into class
•	Lift: 0%  - They all would’ve been there already.
37
Q

Different Attribution Methods

A 
LTA, 
First Touch, 
Linear (equal across), 
Time Decay (increasing to last touch), 
Position based (first and last most, rest linear), Algorithmic (MTA)
38
Q

2012 use of Attribution Methods

A

30% FTA, LTA; 11% Algo; looks like it’s changed.

39
Q

Attribution causal modeling approach launched 2014

A

High dimensional propensity score matching

40
Q

Viewable Ad Problem

A

Viewable Ad Problem: >50% of area of the ad was viewable
• Premium sites: 53%, networks and exchanges: 31%
• FB is only priced on viewable ads

41
Q

Cross Channel Marketing Problem:

A

Search and display are compliments; more on display, the better performing your ad dollars in search and vice versa
• Its suboptimal to do one without the other.
Problem
• How does Display affect Search and vis versa? How to manage
the interaction…
Evidence
• Nearly 1/5th of all Search Conversions have seen a Display Ad
• Experiments Show:
• Users exposed to a display ad
conduct 5-25% more campaignrelevant searches. (Papadimitriou et
al)
• Display Ads increase search
conversion and search clicks
(increasing search ad costs)
• $1 investing in Search and Display
returns $1.24 for Display and $1.75
for Search (Kireyev et al 2013)

42
Q
  • Ad Blockers NPR website 1hr show watch it!
A

Ad Blockers and the Internet of Tomorrow 5Oct15

Digital Marketing (8 decks)

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