4 0 fb summit berlin keynote f heinemann

Keynote – Current Challenges in Performance Marke8ng

Dr. Florian Heinemann Berlin, Facebook Performance Marke6ng Summit, 22. Mai 2014

Underlying developments driving/leading to these challenges…

• Relevant level of analysis and ac6on shiEing more and more from channel/context to user • Users to an increasing extend make use of mul6ple devices → login as iden6fier more an more crucial • Digital adver6sing eco-­‐system will resemblesto an increasing extend financial markets (and more adver6sing formats turn digital) → automa6za6on of buy-­‐side and sell-­‐side systems • Increasing power of Google, Facebook, Amazon, eBay, and Apple in the digital adver6sing eco-­‐system → “nightmare” for publishers (too weak on the data side) → stronger dependence/challenge for adver6sers • Digital divide between “haves” and “have nots” deepens (in terms of performance marke6ng infrastructure and knowledge) • CRM (especially through mobile apps) the “new SEO”

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Current Challenges (I)

• Finding and con6nuously developing the “right” approach to BI (a) conceptual (b) infrastructure • (a) Analyzing and (b) ac6vely shaping the customer journey • Understanding cross-­‐channel interac6on (including non-­‐online channels) and mul6-­‐ device user behavior • Finding the “right” approach to Real Time Adver6sing (RTA), incl. re-­‐targe6ng • Automa6zing traffic management • Understanding the characteris6cs of and suitable role for “new” adver6sing formats, e.g. video, mobile, social-­‐network based adver6sing pla\orms • How to ins6ll culture of “data-­‐driveness”, willingness to test, and con6nuous improvement into marke6ng organiza6on

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Current Challenges (II)

• Using the full poten6al of new CRM channels, e.g. Facebook, mobile apps/push messages, RTA in general (and consistent use of email) • Making sense of social – how is “buzzfeediza6on” relevant to me?

• Connec6ng/bridging the gap between customer acquisi6on and customer reten6on • Bridging the gap between branding and performance marke6ng • Bridging the gap between offsite and onsite marke6ng → incl. personaliza6on • Iden6fying, hiring, developing, and retaining the “right” talent

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Google, Facebook, Amazon und Apple verfügen über eine heraus-­‐ ragende Stellung als „Signalgeber“ auf Ebene des individuellen Nutzers Mögliche Signale auf Ebene des individuellen Nutzers

(Buying) Intent-­‐ Daten

Google+ etc.

Like etc.

Sozio-­‐Demogr.

Daten/übergeord-­‐ nete Interessen

Facebook („FBX ist nur der Anfang…“)

Google

Je nach Zielsetzung des Adver8sers bzw.

Kampagnenkonstella8on verfügen Google oder Facebook in der Breite tendenziell über die relevantesten Signale auf Ebene des individuellen Nutzers 5

Mögliche Entwicklung der Display-­‐Ak8vitäten eines Performance-­‐Adver8sers im Zeitverlauf Spending, Granularität / “Sophis6ca6on“ / Inhouse-­‐ Fähigkeiten 1. Phase

2. Phase

• GDN

• Eigener Adserver

• FB

• Ggf. eigene DSP (DC Bid Manager)

• (Amazon) • ((Apple))

3. Phase • „Spoteinkäufe“ bei Portalen, eBay etc.

4. Phase • Koops – Verste6gung des Traffics (Non-­‐ Standard Formate)

• Automat.

Retarge6ng • Ggf. Performance Display Spezial-­‐ Agentur

Organisa8on / Prozesse Systeme (insb. auch BI-­‐Systeme und Logik) 6

Re-­‐Targe8ng ist i.d.R. der sinnvolle und einfache Startpunkt in den Bereich “Data Driven Display”

Relevante Aspekte, um den sinnvollen Re-­‐Targe6ng-­‐Ansatz herzuleiten • Inhouse vs. outsources vs. Hybrid • Wenn “outsourced” – wie viele Anbieter und welche?

• Setup vs. kon6nuierliche Op6mierung/Weiterentwicklung des Re-­‐Targe6ng-­‐ Ansatzes (weitere Outlets: FB, Email, LPs/Personalisierung etc.)

• Was ist ein Daten-­‐Silo und weshalb ist dies mipelfris6g ein Problem?

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Übersicht „Data Driven Display“-­‐Plaaorm/Tech Stack Project A – RTA in der ersten Ausbaustufe 1.0 Input/„Signalgeber“ Eigene Websites

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2

Tech Stack/Tools

3

1

…

4 Adserver Doubleclick

Drip-­‐ Websites

1 4

2

Output

4

3 …

1

DMP Eyeota

1 4

DWH/ incl. CRM

DSP/Bidder DSP AppNexus DC BM

2

2

2

1

3

2

…

3 …

3 …

3 …

Retar-­‐ ge6ng O Audi-­‐ FF ence Tar-­‐ P A ge6ng G E Emails / News-­‐ lepers

Segmen-­‐ O N 6erte/ S indiv. TI Kampagnen E

Kundenzentriertes DWH/BI-­‐System 8

YOUR CONTACT @ PROJECT A VENTURES

Dr. Florian Heinemann

Founder & Managing Director

Project A Ventures GmbH & Co. KG Julie-­‐WolEhorn-­‐Straße 1 10115 Berlin / Germany

Mobile: +49 170 547 32 49 eMail: florian.heinemann@project-­‐a.com Twiper: yeinemann

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