Evaluating Digital Advertising Paths at Scale
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Presentation by Dixon Jones, Majestic, delivered at the Digital Marketing Show 2014.
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Evaluating Digital Advertising Paths at Scale
- 1. Evaluating Digital Advertising Paths @tryMajestic at Scale @Dixon_Jones @tryMajestic @Dixon_Jones
- 2. What we will cover Issues with using Ad-Networks to provide PPC & traffic metrics Issues comparing paid campaigns across different media types A different approach to measuring Quality pre-launch A different approach to measuring Context pre-launch A Different approach to tracking success post launch @tryMajestic @Dixon_Jones
- 3. (This presentation is NOT about Privacy.) EU & Cookie Law ISPs & GCHQ Google & NSA Facebook & the CIA Chinese Hackers Banks and Savings Everyone & Prism @tryMajestic PRISM reopened a shallow wound for marketers @Dixon_Jones
- 4. @tryMajestic The Problem @Dixon_Jones
- 5. @tryMajestic The Problem Make an Impact in your presentations by adding some themedPowerPoint animations. @Dixon_Jones
- 6. @tryMajestic The Problem Make an Impact in your presentations by adding some themedPowerPoint animations. @Dixon_Jones
- 7. @tryMajestic Advertisers are being asked to trust the Network they are paying Does that make us Smile or Scream? @Dixon_Jones
- 8. @tryMajestic And it is not just Networks you’re being asked to trust It is also People @Dixon_Jones
- 10. @tryMajestic Who do you think has most Klout? @Dixon_Jones
- 11. @tryMajestic And it’s not just People you are being asked to trust It is also Technologies @Dixon_Jones
- 12. @tryMajestic Trust is not always clear @Dixon_Jones
- 13. @tryMajestic Alexa Majestic Million Moz Trust Page Rank Klout SE Quake / SEMRush Tweets/Likes/ G+ Scores Compete.com Some Toolbar Options to help @Dixon_Jones
- 14. The problem in online paid search is that this question is asked on every impression! “Do we trust this scenario enough to advertise right here? Right now?” @tryMajestic The Problem @Dixon_Jones
- 15. @tryMajestic The Question: Can we scale Measuring Trust? The User The Context The Influence PPC Pro The Network @Dixon_Jones
- 16. That has been our quest. Insight at Scale. @tryMajestic In the same day, Majestic crawls Well over 2,000,000,000 NEW URLs (and sees 7 billion) Twitter has 500,000,000 Tweets per day on average @Dixon_Jones
- 17. @tryMajestic What’s in a Link? @Dixon_Jones
- 18. @tryMajestic What’s in a Link? @Dixon_Jones
- 19. @tryMajestic Explaining Flow Metrics @Dixon_Jones
- 20. @tryMajestic Explaining Flow Metrics @Dixon_Jones
- 21. @tryMajestic Flowing Trust Through Links 4 10 3 8 ?? ?? Trust Flow. FLOW good data using decay Algorithm @Dixon_Jones
- 22. LADY GAGA BARACK OBAMA @tryMajestic Does this pass the Gaga Test? @Dixon_Jones
- 23. @tryMajestic Hooray! We made it past to second base @Dixon_Jones
- 24. @tryMajestic Trust Flow adds another layer of Trust @Dixon_Jones
- 25. @tryMajestic We can now Compare Digital Assets We Can also SCALE Measuring Trust Compare 100,000 URLs at once @Dixon_Jones
- 26. @tryMajestic People / Apps / Pages All = URLs @Dixon_Jones
- 27. @tryMajestic So if I want to sell Homes in China... … Okay… Context is the next challenge @Dixon_Jones
- 28. @tryMajestic Next base was convergence The User The Context The Influence @Dixon_Jones
- 29. @tryMajestic
- 30. @tryMajestic Flowing Trust Through Links 4 10 3 8 ?? Flowing TOPICS ?? Topical Trust Flow. FLOW good data using decay Algorithm @Dixon_Jones
- 31. LADY GAGA BARACK OBAMA @tryMajestic Use Case: Finding Influencers @Dixon_Jones
- 32. @tryMajestic Use Case: Finding Influencers at Scale Also works on Mashable insert Domain URL here @Dixon_Jones
- 33. Lastly a Word About Measurement Even the best campaign is about Content Good campaigns leave a Legacy. That legacy is also track able Did the campaign move the Needle? Set up Tracking Reports on the landing pages to find out @tryMajestic @Dixon_Jones
- 34. @tryMajestic What’s in a Link? @Dixon_Jones
- 35. @tryMajestic Summary Marketers are being conned You need independent data when you spend money Digital Assets come in many forms Links can help understand relationships between assets at scale Knowing context/topics at scale is incredibly powerful Thank You for your time I’m @Dixon_Jones from: Please ask for a demo @Dixon_Jones
Editor's Notes
- The number of ad targeting, tracking and analytics dashboards continues to increase, and website optimization platforms continue to get more complex. What’s a web ops strategist to do, when there are so many tools – all promising better, more intuitive data – to choose from? Join leading experts in web ops and analytics as they hash out best practices for choosing the right new platforms, as well as their take on where the industry is headed.
- Typically, marketers have used “silent” tracking systems. Once where the customer does not know they are being tracked. The most well known of these is the third party cookie (The web beacon). Let’s be honest with ourselves, though… This has ethical considerations. Our tactics are not so different to other interest groups – and the public is not always happy about these methods.
- The number of ad targeting, tracking and analytics dashboards continues to increase, and website optimization platforms continue to get more complex. What’s a web ops strategist to do, when there are so many tools – all promising better, more intuitive data – to choose from? Join leading experts in web ops and analytics as they hash out best practices for choosing the right new platforms, as well as their take on where the industry is headed.
- Google Extensions Firefox Extensions Download sites iTunes and Android apps. These all have adverts and threats. As an advertiser do you want to advertise in an app that people know to be stealing from you? As a company do you have any way to work out which extensions may or may not harm your employee computers?
- Google Extensions Firefox Extensions Download sites iTunes and Android apps. These all have adverts and threats. As an advertiser do you want to advertise in an app that people know to be stealing from you? As a company do you have any way to work out which extensions may or may not harm your employee computers?
- So an advert – like a search result – depends on the interaction between the User, the content and the importance of the page. And the importance of the page itself is in a large part affected by the writer of the piece. If you have adverts running on millions of pages, you do not have time to check each one. If you want to find the influential people in your industry, you do not have time to buy each one a drink. Can’t big data help us out here and to the heavy lifting for us?
- A link contains more than a connection for Google to interpret. A link contains: Meaning, Context, Passion, Reach, history, Influence, content, relevance, power, timeliness, Intent
- Google Extensions Firefox Extensions Download sites iTunes and Android apps. These all have adverts and threats. As an advertiser do you want to advertise in an app that people know to be stealing from you? As a company do you have any way to work out which extensions may or may not harm your employee computers?
- So an advert – like a search result – depends on the interaction between the User, the content and the importance of the page. And the importance of the page itself is in a large part affected by the writer of the piece. If you have adverts running on millions of pages, you do not have time to check each one. If you want to find the influential people in your industry, you do not have time to buy each one a drink. Can’t big data help us out here and to the heavy lifting for us?