SMX East 2017 Day 3 - Attribution, Video and Analytics

Day 3 of #SMX East wraps up with insights on attribution, video ads and more discussion of analytics.

SMX East 2017 Day 3 - Attribution, Video and Analytics

(pictured: @adamproehl, @spoulton, @janetdmiller, @ginnymarvin )

SMX East 2017, Day 3

QuanticMind is capping off day 3 of SMX East 2017 with even more tips and tactics from thought leaders in the search engine marketing industry. Here are the quick hits:

>> Quick Links to Day 3 Session Recaps

How to Develop Multichannel Attribution Models That Move the Needle
Featuring: @janetdmiller

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Data Driven Attribution: The Future of Intelligent Measurement
Featuring: @spoulton

  • A common challenge in marketing attribution is figuring out whether to invest in programs that are proven winners versus programs that have not yet driven significant revenue. There is no clear-cut answer to this question - instead, attribution should be a study of where to deploy future resources for potential future performance.
  • Google has already unveiled a number of standardized attribution models including last click, first click, linear, position-based and time-decay. However, Poulton argues that Google's machine learning-based DDA is the future.
  • DDA volume requirements - It should be noted that in order to use DDA, advertisers must have recorded a minimum of 15,000 clicks and 600 conversions within the past 30 days.
  • Poulton compares the concept of DDA to Lloyd Shapely's cooperative game theory, which attempts to assign "credit" for different players on a team for contributing to a game outcome. Specifically, Shapely's theory attempted to determine attribution should a specific player be removed from the team - and how much of the burden would respectively be shouldered by the remaining players.
  • Therefore, DDA assembles sales and performance metrics from various channels such as Google Shopping, brand and non-brand terms, computing normalizing factors for outsize contributions of one channel or another. These aggregate calculations also take into consideration counterfactual gains (the most obvious example being individual channels whose isolated revenue doesn't add up to the total for the campaign).
  • Limitations of DDA - While DDA seems like an exciting new field to explore, it's still a work in progress and its algorithm remains a black box that advertisers ultimately have to trust on faith. More importantly, DDA is available only for Google and doesn't talk to other important channels such as Facebook.

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An Attribution Journey 
Featuring @adamproehl

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Unleashing the Power of Online Video Ads
Featuring: @NobleDigitalOne
  • According to Andrew Robertson of BBDO Worldwide, "The 'right message' [creative] accounts for 80% of the return path." In other words, when producing a promotional video, the right creative message is more important than delivering it at the right time, or in the right place.
  • While creative messaging in a video ad is arguably the "largest lever," it also tends to be the hardest to nail down. Some of the most effective messaging follows a story arc on Plutchik's Wheel of Emotions, such as going from self-loathing to self-acceptance, which was the story behind Dove soap's viral "Skin Deep" campaign in which women described themselves to prison artists, which yielded underwhelming pictures...but were then described as beautiful in face-to-face accounts.
  • Martinez suggests that filmmakers aren’t that different than marketers, and they just speak a different language. Both are creators of content that hope audiences will get to the end of the video, whether that be a 2-hour movie or a 30-second video ad. To ensure success with video ads, it's recommended that advertisers "get clear about" what they want to accomplish at every stage of the funnel.
  • Near-future opportunities include immersive and experiential videos, such as virtual reality (VR), augmented reality (AR) and 360 video. Martinez pointed out a virtual experience from IKEA which, with recent advances in technology such as Google ARCore, Apple ARKit and virtual reality "plane detection," creating virtual experiences has become drastically less expensive, turning 6-figure projects into 5-figure projects.
  • Martinez also recommends that advertisers explore multiple video channels, including YouTube, Facebook video, hashtag-targeted Twitter videos and SnapChat, as well as potential future opportunities for outdoor as video wall advertising sees more adoption.

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Unleashing the Power of Online Video Ads
Featuring: @coryhenke
  • Henke asserts that “The power of video is attention,” drawing the contrast between the full attention paid to a Muhammed Ali fight in the 1970s and today’s sports spectators, who all look at their phones instead of the game.
  • YouTube advertising - Henke points out that one of the more powerful nuances of YouTube "TrueView" video ads is the distinction that the publisher makes between videos that are viewed for less than 30 seconds and more than 30 seconds. Videos viewed less than 30 seconds are considered an " impression," and most importantly, YouTube serves them for free, at no charge.
  • Differences and similarities between YouTube and Facebook - Both platforms are a bit like a content slot machine. Your Facebook feed might be full of birthdays, marriage announcements or ads. Similarly, YouTube is also something of a melting pot. 
  • Driving clicks with YouTube preview cards and end screens - To drive traffic to a destination, such as subsequent videos that are longer-form, preview cards (which act as a call-to-action in the last 20 seconds of a video) are a useful tool, as are end screens that are properly loaded with "Watch next video" links or external links.
  • 6-Second bumper ads - Bumper ads cost 1/4 the price of long-form TrueView ads, are purchased on a CPM basis and, of course, can't be skipped. Effective bumpers grab viewers' attention with a "hook," share a message or value proposition with a "line," and end with a "sinker" call to action. Bumpers are often used to tease or amplify a longer version of a video.
  • Scheduling multi-month YouTube campaigns - One strategy that advertisers might consider:
    • Month 1: Focus on full-length TrueView videos to "get the story out there" 
    • Month 2: Remarket to create additional frequency
    • Month 3: Multiple bumpers to share a variety of value propositions
  • The Future of YouTube - YouTube is the #1 video site in the world, but it's also the world's #2 search engine. Henke asserts that in 5 years, YouTube may end up being the #1 search engine as well, surpassing Google itself.
  • Comparisons to traditional search metrics:

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Cracking the Video Code on Facebook Ads
Featuring: @susanedub

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User Scoring and Behavior Driven Personas
Featuring: @sayfsharif

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SEM Analytics: Giving Your Educated Guesses an Advanced Degree
Featuring: @kvsajjan
  • Kanukolanu begins his presentation with the importance of gathering data to determine ideal landing pages for both mobile and desktop. 
  • Case study: Kanukolanu's team had a landing page that received the majority of its traffic from mobile, with a conversion rate (CVR) of 1-2%, while it received a minority of its traffic to its desktop landing page which had between 3-4% CVR.
  • To increase the mobile CVR, his team sought conventional advice from the Worldwide Web, such as streamlining the landing page, placing the CTA prominently above the fold, avoiding long-form content, and minimizing visuals to limit distractions. However, this conventional wisdom was advertiser-centric, not audience centric.
  • Kanukolanu's team implemented the following 4 step plan:
    1. Picking the right tools - To understand audience behavior (relatively low impact)
    2. Analysis – To understand audience’s pain points (medium impact)
    3. UI/UX decisions - To address the pain points (high impact)
    4. User testing – Incorporating audience feedback always in testing mode (highest impact)
  • Using tools such as clickmaps and heatmaps, Kanukolanu's team found that its mobile page had:
    • No activity in the top nav - which positioned it as irrelevant.
    • Poor scroll-through rate below the form fill
    • Some interaction with content - Perhaps because mobile users are used to scrolling on mobile as native behavior
  • His team then built a new considerably more-successful new template with:

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A Crash Course in Dashboardology
Featuring: @bosleyjarrett
  • Jarrett suggests that many digital marketers are "using dashboards wrong." These important metrics view should be used to "speed up analysis and make us more efficient.”
  • The purpose of dashboards - Jarrett asserts that a good dashboard does all four of the following:
    • Does it speed up analysis and anomaly detection?
    • Does it answer an important business question?
    • Does it provide context?
    • Does it let your entire team get at the insights they need?  (The most important consideration of all)
  • Jarrett suggests that the best dashboards provide at-a-glance answers to immediate tactical questions with proper context, and do so for your entire marketing team. Being forced to generate multiple versions of the same dashboards for different team members pursuing different success metrics is a significant time waster. 

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About the Author

Andrew Park

Andrew Park is a content marketing manager at QuanticMind. A UC Berkeley graduate and lifelong Bay Area resident, Andrew has done tours of duty in editorial, PR and marketing, and now works with the QuanticMind team to communicate the importance of data science and machine learning in digital advertising.

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