Direct Line Blog

Advertising Week: "The Foundation Is the Analytics"

Share this article:
Advertising Week: "The Foundation Is the Analytics"
Advertising Week: "The Foundation Is the Analytics"

Adobe's Director of Product Marketing Advertising Solutions Timothy Waddell gives his overview of the advertising space at Advertising Week 2013 in New York.

What's the role of analytics in advertising?

The foundation is the analytics data. Marketers' first party data is the gold source. It's the place where you want to start first. Are [visitors to a site] a loyal customer and whatnot? Retargeting is where a lot of companies do quite well. It's something that I personally think should always be on.

Give me an example of this in action.

If a visitor to your site bought an item, then great. But what's the next step? Maybe after buying a TV they need a Blu-ray DVD player. If they go to Google and type in “Blu-ray”, I should be able to offer something. Or I should be able to reach them through a social ad or a display ad as well.

Is there an application for analytics that's often overlooked?

In search, we're pulling in really granular data, like pages or products viewed. In many cases, the tail term, which doesn't get as much traffic, is ignored. Like “GAP” gets a lot of traffic on its own, “khakis” gets a lot of traffic, but “green cashmere sweater” might not.

Why is that important?

Those tail terms can generate 10 to 20% lift. Brands might have been pulling in those tail terms [when they were bidding], but they wouldn't have the information to make smart bids.

So it's like they don't know the value of those less-popular terms.

Here's my budget and goal: How do I bid across this group of keywords?

Why is attribution modeling important?

If I have a mix, search might show the best results because that's where someone clicked last. But were there two or three ads before that or a social program that got the person to do the search? You need to find the right attribution across channels, to understand the set of customer touchpoints [that led to a conversion or action].

How do you determine the value of all these different touchpoints?

There's traditional last-click attribution, which is outdated. Then you can have first-click, which is where you care only about the first impression. More effective is using a linear model where you put the same weight across each touchpoint, but as you do more analysis you might realize, that actually, the first two impressions drive more conversions. There is no cookie cutter version. You have to build out that attribution model over time.

Page 1 of 2
Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

The State of B2B Marketing Automation

The State of B2B Marketing Automation

Adoption of marketing automation in B2B varies widely by industry—as does the perception of its value.

Do You Really Know What Motivates Your Customers?

Do You Really Know What Motivates Your Customers?

Direct marketing is about understanding customers enough to drive them to act; Walk the Walk is a distinctive example.

5 Trends Influencing Marketing Today and, More so, Tomorrow

5 Trends Influencing Marketing Today and, More so, ...

From marketing tools to customer behaviors, here are five developments that continue to gain steam—and what to do about them.